Rascasse Audience Intelligence

Bulthaup Target Market in Germany

Bulthaup has an estimated audience of 269,678 people in Germany.

#25among Furniture in Germany
#2406among Brand in Germany
#894in Home & Garden

The average Bulthaup fan in Germany is 46.6 years old, more female, and lives primarily in Bayern.

By number of fans, Bulthaup ranks #25 among the 147 objects in Furniture in Germany — 2.6× the group median.

Its fans are 6.1 years older than the group average of 40.5.

Women make up 59.1% of the fan base, 3.6 percentage points fewer than the group average.

Compared with the other 146 objects in Furniture, Bulthaup fans stand out for their interest in Table Tennis World Cup, SieMatic and Super Sentai.

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

Top affinities include Table Tennis World Cup, SieMatic, Super Sentai, with strongest over-indexing on Table Tennis World Cup (93.47× the country average).

Demographically, the Bulthaup audience skews more female with an average age of 46.6, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

The typical Bulthaup fan in Germany is more female, around 46.6 years old, with strong Design Affinity tendencies and a notable affinity for Table Tennis World Cup.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
270K
in Germany
Gender
59.1%♀
40.9% male
Age
46.6
average years
Country rank
#18460
among all objects in Germany
Fig. 01

Search interest · 12-month trend

-27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Bulthaup

59.1% are female, 40.9% are male, average age 46.6.

Fig. 02

Gender split

59.1%
Female
40.9%
Male
Demographic split for Bulthaup audience in Germany
MetricValue
Female59.1%
Male40.9%
Average age46.6
Estimated audience size269,678
Fig. 03

Age distribution

Ø 46.6
average years
Age distribution of the Bulthaup audience in Germany
Age bracketShare%
16-244%
25-3414%
35-4423%
45-5429%
55+31%
Fig. 04

Worldwide distribution

24.5%

of the worldwide Bulthaup audience comes from Germany.

Worldwide audience distribution share by country for Bulthaup
CountryShare
Germany24.5%
France18.3%
Italy7.8%
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

Bulthaup customers by region in Germany
#RegionReachAffinity×
01Bayern~90K2.13×
02Hamburg~10K1.60×
03Berlin~20K1.36×
04Baden-Württemberg~50K1.32×
05Bremen~3K1.18×
06Nordrhein-Westfalen~70K1.15×
07Hessen~20K1.11×
08Niedersachsen~30K0.97×
09Rheinland-Pfalz~10K0.88×
10Saarland~3K0.87×
11Schleswig-Holstein~8K0.81×
12Mecklenburg-Vorpommern~4K0.75×
13Brandenburg~6K0.72×
14Thüringen~5K0.72×
15Sachsen~9K0.69×
16Sachsen-Anhalt~5K0.69×
Fig. 06

Affinity by region

Affinity by region — Bulthaup, Germany
0.69×1.00×2.13×
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 Bulthaup audience vs. the country average
#·InterestCategoryAffinity×
01Table Tennis World CupSports93.47×
02SieMaticHome & Garden83.56×
03Super SentaiMovies & TV82.08×
04QuookerHome & Garden79.53×
05Ligne RosetHome & Garden76.96×
06PoggenpohlHome & Garden62.99×
07DornbrachtHome & Garden59.85×
08LEICHT KüchenHome & Garden50.82×
09ShowroomShopping36.69×
10Guest houseTravel & Leisure32.83×
11BoraHome & Garden30.33×
12ChandelierHome & Garden29.49×
13SideboardHome & Garden28.49×
14UpholsteryHome & Garden20.14×
15GaggenauHome & Garden19.38×
16GGM GastroHome & Garden18.25×
17Office suppliesBusiness & Career16.96×
18CountertopHome & Garden15.87×
19DoorHome & Garden12.95×
20WindowHome & Garden10.02×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Bulthaup audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Bulthaup audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM5.47×
Quality AwarenessPREMIUM1.98×
DIY MentalityTHRILL1.90×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Bulthaup audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.88×
Healthy LifestyleBALANCE1.04×
ExtroversionTHRILL1.06×
0×1.00× baseline2×
Appendix

Explore more audiences

More Furniture audiences in Germany

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in Bulthaup 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/bulthaup-7771” · Methodology