Rascasse Audience Intelligence

Yankee Candle Target Market in Germany

A data profile of the people who buy, follow and care about Yankee Candle in Germany — modelled from more than twelve digital signal sources. Yankee Candle has an estimated audience of 533,412 people in Germany.

#7among Home accessories in Germany#1457among Brand in Germany#631in Home & Garden

The average Yankee Candle fan in Germany is 40.4 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Candle, Candle wick, Live, with strongest over-indexing on Candle (14.81× the country average).

Demographically, the Yankee Candle audience skews more female with an average age of 40.4, and over-indexes on personality traits such as Design Affinity, Individualism.

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

The typical Yankee Candle fan in Germany is more female, around 40.4 years old, with strong Design Affinity tendencies and a notable affinity for Candle.

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

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 Yankee Candle profile in Germany.

Audience size
533K
in Germany
Gender
82.7%♀
17.3% male
Age
40.4
average years
Country rank
#11140
Brand in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Yankee Candle

82.7% are female, 17.3% are male, average age 40.4.

Fig. 02

Gender split

82.7%
Female
17.3%
Male
Demographic split for Yankee Candle audience in Germany
MetricValue
Female82.7%
Male17.3%
Average age40.4
Estimated audience size533,412
Fig. 03

Age distribution

Ø 40.4
average years
Age distribution of the Yankee Candle audience in Germany
Age bracketShare%
16-1918%
20-2918%
30-3920%
40-4922%
50+23%
Fig. 04

Worldwide distribution

6.2%

of the worldwide Yankee Candle audience comes from Germany.

Worldwide audience distribution share by country for Yankee Candle
CountryShare
United States39.7%
United Kingdom15.0%
Italy10.0%
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 Yankee Candle audience in Germany is strongest.

Fig. 05

Top regions by affinity

Yankee Candle customers by region in Germany
#RegionReachAffinity×
01Rheinland-Pfalz~40K1.50×
02Saarland~8K1.28×
03Hessen~50K1.24×
04Nordrhein-Westfalen~100K1.22×
05Bayern~100K1.14×
06Sachsen-Anhalt~10K1.03×
07Brandenburg~20K0.99×
08Baden-Württemberg~70K0.91×
09Niedersachsen~50K0.91×
10Thüringen~10K0.91×
11Bremen~4K0.86×
12Sachsen~20K0.85×
13Berlin~20K0.82×
14Hamburg~10K0.81×
15Mecklenburg-Vorpommern~8K0.81×
16Schleswig-Holstein~10K0.78×
Fig. 06

Affinity by region

Affinity by region — Yankee Candle, Germany
0.78×1.00×1.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Yankee Candle audience
#·InterestCategoryAffinity×
01Soy candleHome & Garden42.87×
02Candle wickHome & Garden33.57×
03ScentsyHome & Garden20.78×
04DiptyqueBeauty & Wellness15.82×
05IncenseHome & Garden15.01×
06CandleHome & Garden14.81×
07LiveMusic & Radio14.68×
08Power outageHome & Garden12.15×
09Christmas shoppingShopping7.78×
10Home decorating ideasHome & Garden5.75×
11Unique GiftsShopping5.64×
12HugendubelShopping4.83×
13DecorationHome & Garden4.69×
14Home InteriorsHome & Garden4.68×
15QVCMovies & TV4.63×
16Gift shopHome & Garden4.03×
17MoviesMovies & TV2.12×
18ShoppingShopping1.81×
19MusicBusiness & Career1.78×
20Arts and musicArts & Culture1.74×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Yankee Candle 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 Yankee Candle audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM3.04×
IndividualismJOY2.94×
MindfulnessBALANCE2.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Yankee Candle audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.69×
PatriotismCONSERVATISM0.79×
Social Media UsageJOY0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Yankee Candle's target market in Germany?

Yankee Candle's target market in Germany covers an estimated 533,412 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Yankee Candle customers?

82.7% of the Yankee Candle audience are female, 17.3% are male, with an average age of 40.4 years.

03

Which brands do Yankee Candle fans like most?

Yankee Candle fans show strongest brand affinity for Candle (14.81×), Candle wick (33.57×), and Live (14.68×) over the country average.

04

Where do Yankee Candle fans live in Germany?

Yankee Candle fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~100K), and Baden-Württemberg (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Yankee Candle fans also like?

Beyond Yankee Candle itself, the audience over-indexes on Candle wick (33.57×), Live (14.68×), Soy candle (42.87×), and Hugendubel (4.83×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home accessories audiences in Germany

See Yankee Candle audiences in other countries

How to read this data

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