Rascasse Audience Intelligence

Upholstery Audience in Germany

A data profile of the people who buy, follow and care about Upholstery in Germany — modelled from more than twelve digital signal sources. Upholstery has an estimated audience of 969,027 people in Germany.

#3226among Topic in Germany#441in Home & Garden

The average Upholstery fan in Germany is 40.2 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Mattress, Self storage, Bulthaup, with strongest over-indexing on Mattress (8.61× the country average).

Demographically, the Upholstery audience skews more female with an average age of 40.2, and over-indexes on personality traits such as Quality Awareness, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Upholstery fan in Germany is more female, around 40.2 years old, with strong Quality Awareness tendencies and a notable affinity for Mattress.

Category: Home & Garden · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Upholstery profile in Germany.

Audience size
969K
in Germany
Gender
61.5%♀
38.5% male
Age
40.2
average years
Country rank
#6722
Topic in Germany
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Upholstery fans

61.5% are female, 38.5% are male, average age 40.2.

Fig. 02

Gender split

61.5%
Female
38.5%
Male
Demographic split for Upholstery audience in Germany
MetricValue
Female61.5%
Male38.5%
Average age40.2
Estimated audience size969,027
Fig. 03

Age distribution

Ø 40.2
average years
Age distribution of the Upholstery audience in Germany
Age bracketShare%
16-1914%
20-2920%
30-3924%
40-4926%
50+17%
Fig. 04

Worldwide distribution

2.5%

of the worldwide Upholstery audience comes from Germany.

Worldwide audience distribution share by country for Upholstery
CountryShare
United States21.8%
United Kingdom11.1%
Italy5.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Upholstery audience in Germany is strongest.

Fig. 05

Top regions by affinity

Upholstery fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~100K2.20×
02Hessen~100K1.55×
03Bayern~200K1.17×
04Hamburg~30K1.15×
05Bremen~9K1.10×
06Baden-Württemberg~100K1.07×
07Saarland~10K1.01×
08Rheinland-Pfalz~50K0.95×
09Nordrhein-Westfalen~200K0.93×
10Mecklenburg-Vorpommern~20K0.90×
11Thüringen~20K0.89×
12Brandenburg~30K0.87×
13Sachsen-Anhalt~20K0.87×
14Schleswig-Holstein~30K0.84×
15Sachsen~40K0.83×
16Niedersachsen~80K0.82×
Fig. 06

Affinity by region

Affinity by region — Upholstery, Germany
0.82×1.00×2.20×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Upholstery audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Upholstery audience
#·InterestCategoryAffinity×
01BulthaupHome & Garden20.14×
02Self storageHome & Garden14.79×
03Bett1Home & Garden8.71×
04MattressHome & Garden8.61×
05PillowHome & Garden4.59×
06Bed sheetHome & Garden4.50×
07Scandinavian designHome & Garden4.41×
08Starter homeHome & Garden4.36×
09Danish designHome & Garden3.13×
10Garden furnitureHome & Garden3.08×
11Real propertyHome & Garden3.03×
12RefrigeratorHome & Garden2.90×
13Ornamental plantHome & Garden2.74×
14KitchenwareHome & Garden2.64×
15TK MaxxShopping2.02×
16Home AppliancesHome & Garden2.01×
17TagesschauMovies & TV1.89×
18Netto Marken-DiscountShopping1.85×
19IKEAHome & Garden1.82×
20Müller (company)Food & Beverages1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Upholstery audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Upholstery audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM6.41×
Design AffinityPREMIUM2.16×
IndulgenceJOY1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Upholstery audience · Rather not
TraitClusterDeviationScore
Sports ActivityPOWER0.83×
Risk AppetiteTHRILL0.84×
Social Media UsageJOY0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Upholstery have in Germany?

Upholstery has an estimated audience of 969,027 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Upholstery fans?

61.5% of Upholstery fans are female, 38.5% are male, with an average age of 40.2 years.

03

Which brands do Upholstery fans like most?

Upholstery fans show strongest brand affinity for Mattress (8.61×), Self storage (14.79×), and Bulthaup (20.14×) over the country average.

04

Where do Upholstery fans live in Germany?

Upholstery fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~200K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Upholstery fans also like?

Beyond Upholstery itself, the audience over-indexes on Self storage (14.79×), Bulthaup (20.14×), Bett1 (8.71×), and Pillow (4.59×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Home & Garden audiences in Germany

See Upholstery audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Upholstery. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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