Rascasse Audience Intelligence

Thermomix Target Market in Germany

Thermomix has an estimated audience of 4M people in Germany.

#2among Domestic appliances in Germany
#193among brands in Germany
#115in Home & Garden

The average Thermomix fan in Germany is 40.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

By number of fans, Thermomix ranks #2 among the 84 objects in Domestic appliances in Germany — 226.0× the group median.

Its fans are 1.4 years younger than the group average of 41.9.

Women make up 78.3% of the fan base, 21.5 percentage points more than the group average.

Compared with the other 83 objects in Domestic appliances, Thermomix fans stand out for their interest in Steaming, Weighing scale and HVAC.

Most fans live in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top affinities include Steaming, Weighing scale, Vorwerk (company), with strongest over-indexing on Steaming (16.84× the country average).

Demographically, the Thermomix audience skews more female with an average age of 40.5, and over-indexes on personality traits such as Quality Awareness, Creativity.

The typical Thermomix fan in Germany is more female, around 40.5 years old, with strong Quality Awareness tendencies and a notable affinity for Steaming.

Category: Home & Garden · Type: Brand · Subtype: Domestic appliances

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
4M
in Germany
Gender
78.3%♀
21.7% male
Age
40.5
average years
Country rank
#1519
among all objects in Germany
Fig. 01

Search interest · 12-month trend

-8%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Thermomix

78.3% are female, 21.7% are male, average age 40.5.

Fig. 02

Gender split

78.3%
Female
21.7%
Male
Demographic split for Thermomix audience in Germany
MetricValue
Female78.3%
Male21.7%
Average age40.5
Estimated audience size4M
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Thermomix audience in Germany
Age bracketShare%
16-2415%
25-3420%
35-4424%
45-5425%
55+16%
Fig. 04

Worldwide distribution

24.6%

of the worldwide Thermomix audience comes from Germany.

Worldwide audience distribution share by country for Thermomix
CountryShare
Germany24.6%
France13.2%
Spain7.6%
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

Fig. 05

Top regions by affinity

Thermomix customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~600K1.16×
02Bayern~700K1.11×
03Nordrhein-Westfalen~1M1.10×
04Rheinland-Pfalz~200K1.09×
05Niedersachsen~400K1.06×
06Hessen~300K1.03×
07Brandenburg~100K1.03×
08Thüringen~100K1.02×
09Sachsen~200K1.01×
10Schleswig-Holstein~100K1.00×
11Sachsen-Anhalt~100K0.99×
12Mecklenburg-Vorpommern~70K0.95×
13Saarland~50K0.95×
14Hamburg~80K0.94×
15Berlin~100K0.81×
16Bremen~30K0.78×
Fig. 06

Affinity by region

Affinity by region — Thermomix, Germany
0.78×1.00×1.16×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Thermomix audience vs. the country average
#·InterestCategoryAffinity×
01SteamingHome & Garden16.84×
02Weighing scaleHealth14.34×
03Vorwerk (company)Home & Garden13.50×
04HVACHome & Garden4.61×
05WMFHome & Garden4.48×
06Ernsting's familyShopping4.16×
07reisenthelFashion & Accessoires3.97×
08BabyOneKids & Family3.85×
09QVCShopping3.71×
10Street OneFashion & Accessoires3.65×
11Center ParcsTravel & Leisure3.40×
12TchiboShopping3.05×
13BonprixShopping2.86×
14Gute Zeiten, schlechte ZeitenMovies & TV2.69×
15Baby foodKids & Family2.66×
16Let's Dance (German TV series)Movies & TV2.59×
17C&AShopping2.26×
18Obi (store)Shopping1.90×
19GardenHome & Garden1.59×
20IKEAHome & Garden1.58×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Thermomix audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Thermomix audience vs. the country average · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.69×
CreativityOPEN1.39×
Family OrientationCONSERVATISM1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Thermomix audience vs. the country average · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.40×
PatriotismCONSERVATISM0.47×
Career OrientationPOWER0.57×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in Thermomix over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/de/thermomix-20305” · Methodology