Rascasse Audience Intelligence

Air Up Target Market in Germany

Name: Air Up — Germany
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about Air Up in Germany — modelled from more than twelve digital signal sources. Air Up has an estimated audience of 2,906,690 people in Germany.

#1among Energy drink in Germany #269among Brand in Germany #112in Food & Beverages

The average Air Up fan in Germany is 34.0 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Mineral water, Henry Cavill, Julia Roberts, with strongest over-indexing on Mineral water (22.02× the country average).

Demographically, the Air Up audience skews more female with an average age of 34.0, and over-indexes on personality traits such as Convenience Orientation, Community Orientation.

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

The typical Air Up fan in Germany is more female, around 34.0 years old, with strong Convenience Orientation tendencies and a notable affinity for Mineral water.

Category: Food & Beverages · Type: Brand · Subtype: Energy drink

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 Air Up profile in Germany.

Audience size

2.9M

in Germany

Gender

56.9%♀

43.1% male

Age

34.0

average years

Country rank

#2209

Brand in Germany

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Customer demographics of Air Up

56.9% are female, 43.1% are male, average age 34.0.

Fig. 02

Gender split

56.9%

Female

43.1%

Male

Demographic split for Air Up audience in Germany
Metric	Value
Female	56.9%
Male	43.1%
Average age	34.0
Estimated audience size	2,906,690

Fig. 03

Age distribution

Age distribution of the Air Up audience in Germany
Age bracket	Share	%
16-19		37%
20-29		18%
30-39		16%
40-49		16%
50+		13%

Fig. 04

Worldwide distribution

18.0%

of the worldwide Air Up audience comes from Germany.

Worldwide audience distribution share by country for Air Up
Country	Share
Italy	18.8%
Germany	18.0%
United Kingdom	14.5%

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 Air Up audience in Germany is strongest.

Fig. 05

Top regions by affinity

Air Up customers by region in Germany
#	Region	Reach	×
01	Thüringen	~90K	1.17×
02	Nordrhein-Westfalen	~700K	1.12×
03	Sachsen	~200K	1.12×
04	Sachsen-Anhalt	~90K	1.09×
05	Bayern	~500K	1.08×
06	Niedersachsen	~300K	1.07×
07	Rheinland-Pfalz	~200K	1.07×
08	Brandenburg	~100K	1.02×
09	Baden-Württemberg	~400K	1.01×
10	Saarland	~40K	1.00×
11	Schleswig-Holstein	~100K	0.97×
12	Hessen	~200K	0.94×
13	Mecklenburg-Vorpommern	~50K	0.94×
14	Hamburg	~60K	0.88×
15	Berlin	~100K	0.78×
16	Bremen	~20K	0.75×

Section 04

Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Air Up audience
#	Interest	Category	×
01	Mineral water	Food & Beverages	22.02×
02	Melanie C	Music & Radio	6.75×
03	Rotten Tomatoes	Movies & TV	5.65×
04	Henry Cavill	Movies & TV	4.84×
05	Julia Roberts	Movies & TV	4.21×
06	Non-alcoholic beverage	Food & Beverages	3.30×
07	Jennifer Lawrence	Movies & TV	3.29×
08	Instant Gaming	Games	3.23×
09	Energy drinks	Food & Beverages	3.02×
10	Steam	Games	2.30×
11	Taylor Swift	Music & Radio	2.26×
12	Twitch	Games	1.99×
13	Lodging	Travel & Leisure	1.94×
14	Transfermarkt	Sports	1.86×
15	Superman	Movies & TV	1.85×
16	Aral AG	Cars & Mobility	1.79×
17	Batman	Movies & TV	1.73×
18	Mobile game	Games	1.72×
19	Online newspaper	News	1.60×
20	Postbank	Business & Career	1.52×

Section 05

Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Air Up 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 Air Up audience · What stands out
Trait	Cluster	Score
Convenience Orientation	PREMIUM	1.27×
Community Orientation	OPEN	1.26×
Social Media Usage	JOY	1.23×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by Air Up audience · Rather not
Trait	Cluster	Score
Creativity	OPEN	0.77×
Sustainability	BALANCE	0.80×
Design Affinity	PREMIUM	0.83×

0×1.00× baseline2×

Section 06

Frequently asked questions

Who is Air Up's target market in Germany?

Air Up's target market in Germany covers an estimated 2,906,690 people, concentrated in Nordrhein-Westfalen and Bayern.

What is the gender split and age of Air Up customers?

56.9% of the Air Up audience are female, 43.1% are male, with an average age of 34.0 years.

Which brands do Air Up fans like most?

Air Up fans show strongest brand affinity for Mineral water (22.02×), Henry Cavill (4.84×), and Julia Roberts (4.21×) over the country average.

Where do Air Up fans live in Germany?

Air Up fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~500K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

What other brands do Air Up fans also like?

Beyond Air Up itself, the audience over-indexes on Henry Cavill (4.84×), Julia Roberts (4.21×), Transfermarkt (1.86×), and Batman (1.73×) compared to the Germany average.

Appendix

Explore more audiences

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

More Energy drink audiences in Germany

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level up (202,515)

See Air Up audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Air Up. 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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