Rascasse Audience Intelligence

XxxLutz Target Market in Germany

XxxLutz has an estimated audience of 1.8M people in Germany.

#3among Furniture shop in Germany
#505among brands in Germany
#143in Shopping

The average XxxLutz fan in Germany is 38.7 years old, more female, and lives primarily in Bayern.

By number of fans, XxxLutz ranks #3 among the 50 objects in Furniture shop in Germany — 4,023.5× the group median.

Women make up 75.6% of the fan base, 4.5 percentage points more than the group average.

Compared with the other 49 objects in Furniture shop, XxxLutz fans stand out for their interest in KiK, Netto Marken-Discount and Lidl.

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

Top affinities include Möbel Höffner, JYSK, porta Möbel, with strongest over-indexing on Möbel Höffner (9.4× the country average).

Demographically, the XxxLutz audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

The typical XxxLutz fan in Germany is more female, around 38.7 years old, with strong Design Affinity tendencies and a notable affinity for Möbel Höffner.

Category: Shopping · Type: Brand · Subtype: Furniture shop

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
1.8M
in Germany
Gender
75.6%♀
24.4% male
Age
38.7
average years
Country rank
#3855
among all objects in Germany
Fig. 01

Search interest · 12-month trend

-17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of XxxLutz

75.6% are female, 24.4% are male, average age 38.7.

Fig. 02

Gender split

75.6%
Female
24.4%
Male
Demographic split for XxxLutz audience in Germany
MetricValue
Female75.6%
Male24.4%
Average age38.7
Estimated audience size1.8M
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the XxxLutz audience in Germany
Age bracketShare%
16-2417%
25-3424%
35-4423%
45-5421%
55+14%
Fig. 04

Worldwide distribution

41.3%

of the worldwide XxxLutz audience comes from Germany.

Worldwide audience distribution share by country for XxxLutz
CountryShare
Germany41.3%
Austria29.0%
India15.3%
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

XxxLutz customers by region in Germany
#RegionReachAffinity×
01Bayern~600K2.09×
02Baden-Württemberg~400K1.57×
03Hessen~200K1.41×
04Niedersachsen~200K1.29×
05Schleswig-Holstein~80K1.20×
06Rheinland-Pfalz~100K1.16×
07Nordrhein-Westfalen~400K1.09×
08Hamburg~40K1.02×
09Mecklenburg-Vorpommern~30K0.95×
10Bremen~10K0.90×
11Thüringen~30K0.66×
12Brandenburg~40K0.63×
13Saarland~10K0.57×
14Sachsen-Anhalt~30K0.56×
15Berlin~40K0.49×
16Sachsen~40K0.48×
Fig. 06

Affinity by region

Affinity by region — XxxLutz, Germany
0.48×1.00×2.09×
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 XxxLutz audience vs. the country average
#·InterestCategoryAffinity×
01Möbel HöffnerHome & Garden9.40×
02JYSKHome & Garden4.95×
03porta MöbelShopping4.76×
04PillowHome & Garden3.55×
05HöffnerHome & Garden3.30×
06IKEAHome & Garden3.22×
07DeichmannShopping2.84×
08Ernsting's familyShopping2.75×
09C&AShopping2.57×
10TK MaxxShopping2.16×
11KiKShopping2.14×
12KitchenHome & Garden2.11×
13RossmannShopping2.01×
14Netto Marken-DiscountShopping1.97×
15REWEShopping1.96×
16LidlShopping1.64×
17Obi (store)Shopping1.59×
18H&MShopping1.56×
19FurnitureHome & Garden1.54×
20KauflandShopping1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the XxxLutz audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the XxxLutz audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.81×
Quality AwarenessPREMIUM1.60×
DIY MentalityTHRILL1.49×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the XxxLutz audience vs. the country average · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.81×
PatriotismCONSERVATISM0.87×
Sports ActivityPOWER0.90×
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 XxxLutz 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/xxxlutz-10000511” · Methodology