Rascasse Audience Intelligence

WMF Target Market in Germany

A data profile of the people who buy, follow and care about WMF in Germany — modelled from more than twelve digital signal sources. WMF has an estimated audience of 1,855,282 people in Germany.

#444among Brand in Germany#279in Home & Garden

The average WMF fan in Germany is 41.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Kitchen knife, Tableware, Kitchenware, with strongest over-indexing on Kitchen knife (34.46× the country average).

Demographically, the WMF audience skews more female with an average age of 41.1, 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 WMF fan in Germany is more female, around 41.1 years old, with strong Quality Awareness tendencies and a notable affinity for Kitchen knife.

Category: Home & Garden · Type: Brand

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 WMF profile in Germany.

Audience size
1.9M
in Germany
Gender
69.5%♀
30.5% male
Age
41.1
average years
Country rank
#3629
Brand in Germany
Fig. 01

Search interest · 12-month trend

+58%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of WMF

69.5% are female, 30.5% are male, average age 41.1.

Fig. 02

Gender split

69.5%
Female
30.5%
Male
Demographic split for WMF audience in Germany
MetricValue
Female69.5%
Male30.5%
Average age41.1
Estimated audience size1,855,282
Fig. 03

Age distribution

Ø 41.1
average years
Age distribution of the WMF audience in Germany
Age bracketShare%
16-1914%
20-2918%
30-3922%
40-4924%
50+22%
Fig. 04

Worldwide distribution

54.5%

of the worldwide WMF audience comes from Germany.

Worldwide audience distribution share by country for WMF
CountryShare
Germany54.5%
Austria5.3%
China3.1%
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 WMF audience in Germany is strongest.

Fig. 05

Top regions by affinity

WMF customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~300K1.42×
02Hamburg~50K1.34×
03Berlin~90K1.27×
04Nordrhein-Westfalen~400K1.17×
05Bayern~300K1.14×
06Hessen~100K1.13×
07Schleswig-Holstein~60K1.03×
08Bremen~10K0.95×
09Niedersachsen~100K0.91×
10Rheinland-Pfalz~70K0.91×
11Sachsen~70K0.90×
12Brandenburg~40K0.85×
13Thüringen~40K0.85×
14Mecklenburg-Vorpommern~20K0.76×
15Sachsen-Anhalt~30K0.73×
16Saarland~10K0.69×
Fig. 06

Affinity by region

Affinity by region — WMF, Germany
0.69×1.00×1.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for WMF audience
#·InterestCategoryAffinity×
01Kitchen knifeHome & Garden34.46×
02Cast-iron cookwareHome & Garden25.83×
03SmirnoffFood & Beverages21.26×
04State schoolKids & Family12.72×
05Cutting boardHome & Garden9.80×
06CutleryHome & Garden9.74×
07TablewareFood & Beverages9.65×
08Non-stick surfaceHome & Garden8.59×
09Sarah HylandMovies & TV6.85×
10KitchenwareHome & Garden6.81×
11Frying panHome & Garden5.15×
12PorcelainHome & Garden4.88×
13ThermomixHome & Garden4.48×
14Non-alcoholic beverageFood & Beverages4.27×
15PillowHome & Garden4.13×
16Kitchen utensilHome & Garden3.51×
17Robert RedfordMovies & TV3.25×
18Ornamental plantHome & Garden3.01×
19Garden furnitureHome & Garden2.86×
20IKEAHome & Garden1.80×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the WMF 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 WMF audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.20×
Design AffinityPREMIUM1.86×
IndulgenceJOY1.74×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by WMF audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.92×
Risk AppetiteTHRILL0.95×
Career OrientationPOWER0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is WMF's target market in Germany?

WMF's target market in Germany covers an estimated 1,855,282 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of WMF customers?

69.5% of the WMF audience are female, 30.5% are male, with an average age of 41.1 years.

03

Which brands do WMF fans like most?

WMF fans show strongest brand affinity for Kitchen knife (34.46×), Tableware (9.65×), and Kitchenware (6.81×) over the country average.

04

Where do WMF fans live in Germany?

WMF fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Baden-Württemberg (reach ~300K), and Bayern (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do WMF fans also like?

Beyond WMF itself, the audience over-indexes on Tableware (9.65×), Kitchenware (6.81×), Cast-iron cookware (25.83×), and Cutlery (9.74×) 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 WMF audiences in other countries

How to read this data

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