Rascasse Audience Intelligence

VidaXL Target Market in Germany

A data profile of the people who buy, follow and care about VidaXL in Germany — modelled from more than twelve digital signal sources. VidaXL has an estimated audience of 1,573,313 people in Germany.

#9among Furniture in Germany#543among Brand in Germany#318in Home & Garden

The average VidaXL fan in Germany is 42.3 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Garden furniture, Ornamental plant, toom Baumarkt, with strongest over-indexing on Garden furniture (85.67× the country average).

Demographically, the VidaXL audience skews more female with an average age of 42.3, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.

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

The typical VidaXL fan in Germany is more female, around 42.3 years old, with strong Quality Awareness tendencies and a notable affinity for Garden furniture.

Category: Home & Garden · Type: Brand · Subtype: Furniture

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 VidaXL profile in Germany.

Audience size
1.6M
in Germany
Gender
60.0%♀
40.0% male
Age
42.3
average years
Country rank
#4269
Brand in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of VidaXL

60.0% are female, 40.0% are male, average age 42.3.

Fig. 02

Gender split

60.0%
Female
40.0%
Male
Demographic split for VidaXL audience in Germany
MetricValue
Female60.0%
Male40.0%
Average age42.3
Estimated audience size1,573,313
Fig. 03

Age distribution

Ø 42.3
average years
Age distribution of the VidaXL audience in Germany
Age bracketShare%
16-1912%
20-2916%
30-3922%
40-4926%
50+24%
Fig. 04

Worldwide distribution

13.7%

of the worldwide VidaXL audience comes from Germany.

Worldwide audience distribution share by country for VidaXL
CountryShare
Netherlands14.3%
Germany13.7%
France10.0%
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 VidaXL audience in Germany is strongest.

Fig. 05

Top regions by affinity

VidaXL customers by region in Germany
#RegionReachAffinity×
01Brandenburg~60K1.36×
02Sachsen-Anhalt~50K1.35×
03Thüringen~50K1.27×
04Saarland~20K1.18×
05Niedersachsen~200K1.10×
06Sachsen~80K1.10×
07Nordrhein-Westfalen~400K1.06×
08Rheinland-Pfalz~80K1.05×
09Mecklenburg-Vorpommern~30K1.00×
10Schleswig-Holstein~50K0.94×
11Bayern~200K0.88×
12Baden-Württemberg~200K0.88×
13Hessen~90K0.79×
14Bremen~10K0.77×
15Berlin~50K0.73×
16Hamburg~20K0.67×
Fig. 06

Affinity by region

Affinity by region — VidaXL, Germany
0.67×1.00×1.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for VidaXL audience
#·InterestCategoryAffinity×
01Garden furnitureHome & Garden85.67×
02Kitchen cabinetHome & Garden7.00×
03Ornamental plantHome & Garden6.87×
04toom BaumarktShopping4.69×
05FertilizerHome & Garden4.46×
06Google NewsNews3.91×
07MattressHome & Garden3.88×
08HouseplantHome & Garden3.76×
09Garden centreHome & Garden3.42×
10Bedroom furnitureHome & Garden3.23×
11Terraced houseHome & Garden3.02×
12Starter homeHome & Garden2.92×
13Hardware storeHome & Garden2.81×
14GardeningHome & Garden2.42×
15Efficient energy useTechnology & Electronics2.29×
16Obi (store)Shopping2.16×
17Home AppliancesHome & Garden2.15×
18TchiboShopping1.91×
19IKEAHome & Garden1.60×
20Home improvementHome & Garden1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the VidaXL 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 VidaXL audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.11×
DIY MentalityTHRILL1.83×
Design AffinityPREMIUM1.62×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by VidaXL audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.84×
Risk AppetiteTHRILL0.86×
Social Media UsageJOY0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is VidaXL's target market in Germany?

VidaXL's target market in Germany covers an estimated 1,573,313 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of VidaXL customers?

60.0% of the VidaXL audience are female, 40.0% are male, with an average age of 42.3 years.

03

Which brands do VidaXL fans like most?

VidaXL fans show strongest brand affinity for Garden furniture (85.67×), Ornamental plant (6.87×), and toom Baumarkt (4.69×) over the country average.

04

Where do VidaXL fans live in Germany?

VidaXL fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do VidaXL fans also like?

Beyond VidaXL itself, the audience over-indexes on Ornamental plant (6.87×), toom Baumarkt (4.69×), Obi (store) (2.16×), and Google News (3.91×) compared to the Germany average.

Appendix

Explore more audiences

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

More Furniture audiences in Germany

See VidaXL audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for VidaXL. 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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