Rascasse Audience Intelligence

Thermos Target Market in Germany

Thermos has an estimated audience of 113K people in Germany.

#4025among brands in Germany
#1353in Home & Garden

The average Thermos fan in Germany is 39.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top affinities include Vacuum flask, Vacuum packing, Kayaking, with strongest over-indexing on Vacuum flask (83.03× the country average).

Demographically, the Thermos audience skews more female with an average age of 39.7, and over-indexes on personality traits such as Extroversion, DIY Mentality.

The typical Thermos fan in Germany is more female, around 39.7 years old, with strong Extroversion tendencies and a notable affinity for Vacuum flask.

Category: Home & Garden · Type: Brand

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
113K
in Germany
Gender
62.3%♀
37.7% male
Age
39.7
average years
Country rank
#32085
among all objects in Germany
Fig. 01

Search interest · 12-month trend

-41%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Thermos

62.3% are female, 37.7% are male, average age 39.7.

Fig. 02

Gender split

62.3%
Female
37.7%
Male
Demographic split for Thermos audience in Germany
MetricValue
Female62.3%
Male37.7%
Average age39.7
Estimated audience size113K
Fig. 03

Age distribution

Ø 39.7
average years
Age distribution of the Thermos audience in Germany
Age bracketShare%
16-2419%
25-3419%
35-4422%
45-5423%
55+17%
Fig. 04

Worldwide distribution

2.6%

of the worldwide Thermos audience comes from Germany.

Worldwide audience distribution share by country for Thermos
CountryShare
United States17.8%
Japan9.7%
China8.3%
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

Thermos customers by region in Germany
#RegionReachAffinity×
01Berlin~7K1.39×
02Hessen~10K1.18×
03Hamburg~3K1.17×
04Baden-Württemberg~20K1.13×
05Bayern~20K1.06×
06Bremen<1K1.06×
07Schleswig-Holstein~4K1.02×
08Nordrhein-Westfalen~20K0.98×
09Niedersachsen~10K0.97×
10Mecklenburg-Vorpommern~2K0.94×
11Sachsen~5K0.93×
12Saarland~1K0.92×
13Rheinland-Pfalz~5K0.90×
14Brandenburg~3K0.89×
15Thüringen~2K0.89×
16Sachsen-Anhalt~2K0.85×
Fig. 06

Affinity by region

Affinity by region — Thermos, Germany
0.85×1.00×1.39×
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 Thermos audience vs. the country average
#·InterestCategoryAffinity×
01Vacuum flaskHome & Garden83.03×
02Vacuum packingHome & Garden19.90×
03KayakingSports13.54×
04Carpet cleaningHome & Garden10.79×
05Standup paddleboardingSports5.52×
06Pepe JeansFashion & Accessoires5.45×
07Child safety seatKids & Family4.69×
08PillowHome & Garden2.94×
09VacationsTravel & Leisure2.86×
10KitchenHome & Garden2.77×
11NatureHome & Garden2.75×
12KFCFood & Beverages2.67×
13EssoCars & Mobility2.58×
14FamilyKids & Family2.21×
15LodgingTravel & Leisure2.19×
16Netto Marken-DiscountShopping1.95×
17German languagePolitics & Society1.93×
18EmailTechnology & Electronics1.92×
19TagesschauMovies & TV1.83×
20GermanyTravel & Leisure1.60×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Thermos audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Thermos audience vs. the country average · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.82×
DIY MentalityTHRILL1.32×
Need for SecurityCONSERVATISM1.32×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Thermos audience vs. the country average · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.89×
Social Media UsageJOY0.94×
Sports ActivityPOWER0.94×
0×1.00× baseline2×
Appendix

Explore more audiences

More Home & Garden audiences in Germany

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in Thermos 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
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/de/thermos-10009486” · Methodology