Würth Target Market in Germany
A data profile of the people who buy, follow and care about Würth in Germany — modelled from more than twelve digital signal sources. Würth has an estimated audience of 2,842,419 people in Germany.
The average Würth fan in Germany is 41.2 years old, more male, and lives primarily in Baden-Württemberg.
The audience is concentrated in Baden-Württemberg, Bayern, Nordrhein-Westfalen.
Top brand affinities include Fastener, Carpentry, Power tool, with strongest over-indexing on Fastener (18.33× the country average).
Demographically, the Würth audience skews more male with an average age of 41.2, and over-indexes on personality traits such as DIY Mentality, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Würth fan in Germany is more male, around 41.2 years old, with strong DIY Mentality tendencies and a notable affinity for Fastener.
At a glance
The key figures that characterise the Würth profile in Germany.
Search interest · 12-month trend
Customer demographics of Würth
22.2% are female, 77.8% are male, average age 41.2.
Gender split
| Metric | Value |
|---|---|
| Female | 22.2% |
| Male | 77.8% |
| Average age | 41.2 |
| Estimated audience size | 2,842,419 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 19% | |
| 30-39 | 24% | |
| 40-49 | 27% | |
| 50+ | 18% |
Worldwide distribution
of the worldwide Würth audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 58.5% |
| Italy | 7.5% |
| Austria | 5.3% |
Geography
Where the Würth audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Baden-Württemberg | ~600K | 1.58× | |
| 02 | Bayern | ~600K | 1.31× | |
| 03 | Thüringen | ~80K | 1.15× | |
| 04 | Rheinland-Pfalz | ~200K | 1.13× | |
| 05 | Niedersachsen | ~300K | 1.10× | |
| 06 | Hessen | ~200K | 1.03× | |
| 07 | Sachsen | ~100K | 1.02× | |
| 08 | Saarland | ~30K | 1.01× | |
| 09 | Sachsen-Anhalt | ~70K | 0.99× | |
| 10 | Brandenburg | ~80K | 0.97× | |
| 11 | Nordrhein-Westfalen | ~600K | 0.95× | |
| 12 | Schleswig-Holstein | ~90K | 0.93× | |
| 13 | Hamburg | ~60K | 0.88× | |
| 14 | Bremen | ~20K | 0.82× | |
| 15 | Berlin | ~90K | 0.69× | |
| 16 | Mecklenburg-Vorpommern | ~30K | 0.49× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Würth audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Fastener | Home & Garden | 18.33× | ||
| 02 | DeWalt | Home & Garden | 10.58× | ||
| 03 | Power tool | Home & Garden | 8.60× | ||
| 04 | Carpentry | Home & Garden | 8.43× | ||
| 05 | Agricultural engineering | Business & Career | 8.41× | ||
| 06 | Makita | Home & Garden | 8.33× | ||
| 07 | Drill | Home & Garden | 7.87× | ||
| 08 | Master craftsman | Business & Career | 7.50× | ||
| 09 | Auto mechanic | Cars & Mobility | 5.23× | ||
| 10 | Hardware store | Home & Garden | 4.66× | ||
| 11 | Mechanical engineering | Business & Career | 4.37× | ||
| 12 | Solar energy | Home & Garden | 4.35× | ||
| 13 | Tire | Cars & Mobility | 4.32× | ||
| 14 | Hornbach | Shopping | 4.13× | ||
| 15 | Škoda Auto | Cars & Mobility | 3.81× | ||
| 16 | Used car | Cars & Mobility | 3.76× | ||
| 17 | Bauhaus | Shopping | 3.59× | ||
| 18 | AutoScout24 | Cars & Mobility | 2.97× | ||
| 19 | Obi (store) | Shopping | 2.71× | ||
| 20 | FC Bayern Munich | Sports | 2.25× |
Personality of the Würth audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 2.78× | |
| Patriotism | CONSERVATISM | 2.43× | |
| Need for Security | CONSERVATISM | 2.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.52× | |
| Design Affinity | PREMIUM | 0.80× | |
| Pet Ownership | JOY | 0.81× |
Frequently asked questions
Who is Würth's target market in Germany?
Würth's target market in Germany covers an estimated 2,842,419 people, concentrated in Baden-Württemberg and Bayern.
What is the gender split and age of Würth customers?
22.2% of the Würth audience are female, 77.8% are male, with an average age of 41.2 years.
Which brands do Würth fans like most?
Würth fans show strongest brand affinity for Fastener (18.33×), Carpentry (8.43×), and Power tool (8.6×) over the country average.
Where do Würth fans live in Germany?
Würth fans in Germany are most concentrated in Baden-Württemberg (reach ~600K), Bayern (reach ~600K), and Nordrhein-Westfalen (reach ~600K). These three regions account for the largest share of the active audience.
What other brands do Würth fans also like?
Beyond Würth itself, the audience over-indexes on Carpentry (8.43×), Power tool (8.6×), Drill (7.87×), and Hornbach (4.13×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Home & Garden audiences in Germany
- Obi (store) (19,801,773)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
See Würth audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Würth. 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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