WMF Audience in Germany
WMF has an estimated audience of 1,671,383 people in Germany. 73.4% are female, 26.6% are male, average age 41.5. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Enzkreis, Gil Ofarim, Progressive rock, Mothercare, Škoda Kodiaq.
The average WMF fan in Germany is 41.5 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Enzkreis, Gil Ofarim, Progressive rock, with strongest over-indexing on Enzkreis (18.11× the country average). Demographically, the WMF audience skews more female with an average age of 41.5, 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.
Category: Home & Garden · Type: Brand
Demographics of WMF fans
| Metric | Value |
|---|---|
| Female | 73.4% |
| Male | 26.6% |
| Average age | 41.5 |
| Estimated audience size | 1,671,383 |
Audience persona
The typical WMF fan in Germany is more female, around 41.5 years old, with strong Quality Awareness tendencies and a notable affinity for Enzkreis.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 450,865 | 1.23× |
| Baden-Württemberg | 342,978 | 1.5× |
| Bayern | 317,398 | 1.18× |
| Niedersachsen | 148,728 | 0.92× |
| Hessen | 147,109 | 1.16× |
| Berlin | 96,943 | 1.3× |
| Rheinland-Pfalz | 76,722 | 0.92× |
| Sachsen | 70,665 | 0.86× |
| Schleswig-Holstein | 62,206 | 1.04× |
| Hamburg | 52,517 | 1.39× |
| Brandenburg | 42,141 | 0.81× |
| Thüringen | 33,071 | 0.78× |
| Sachsen-Anhalt | 28,573 | 0.66× |
| Mecklenburg-Vorpommern | 22,727 | 0.71× |
| Bremen | 13,117 | 0.92× |
| Saarland | 12,910 | 0.63× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Enzkreis | 18.11× | Travel & Leisure |
| Gil Ofarim | 1.59× | Music & Radio |
| Progressive rock | 1.56× | Music & Radio |
| Mothercare | 1.82× | Kids & Family |
| Škoda Kodiaq | 1.64× | Cars & Mobility |
| Home Delivery | 1.7× | Food & Beverages |
| Sixx | 1.89× | Movies & TV |
| Cloppenburg | 2.52× | Travel & Leisure |
| Cachorro | 1.92× | Pets & Animals |
| Keeper (password manager) | 2.26× | Technology & Electronics |
| Figure painting (hobby) | 2.03× | Arts & Culture |
| Solo climbing | 1.89× | Sports |
| Coworking | 1.88× | Business & Career |
| The Hunt (2012 film) | 2.03× | Movies & TV |
| Scratching post | 2.58× | Pets & Animals |
| Scots Guards | 21.22× | Politics & Society |
| Headhunters (film) | 1.95× | Movies & TV |
| Emmaljunga | 6.53× | Kids & Family |
| Ipekyol | 1.58× | Shopping |
| Vijesti.ba | 1.63× | News |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 1.83 |
| Design Affinity | PREMIUM | 1.77 |
| DIY Mentality | THRILL | 1.76 |
| Sustainability | BALANCE | 1.62 |
| Indulgence | JOY | 1.55 |
| Creativity | OPEN | 1.48 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 52.9% |
| Austria | 6.0% |
| China | 3.1% |
See WMF audiences in other countries
More Home & Garden audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does WMF have in Germany?
WMF has an estimated audience of 1,671,383 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of WMF fans?
73.4% of WMF fans are female, 26.6% are male, with an average age of 41.5 years.
Which brands do WMF fans like most?
WMF fans show strongest brand affinity for Enzkreis (18.11×), Gil Ofarim (1.59×), and Progressive rock (1.56×) over the country average.
Where do WMF fans live in Germany?
WMF fans in Germany are most concentrated in Nordrhein-Westfalen (reach 450,865), Baden-Württemberg (reach 342,978), and Bayern (reach 317,398). These three regions account for the largest share of the active audience.
What other brands do WMF fans also like?
Beyond WMF itself, the audience over-indexes on Gil Ofarim (1.59×), Progressive rock (1.56×), Mothercare (1.82×), and Škoda Kodiaq (1.64×) compared to the Germany average.
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.