Rascasse Audience Intelligence

Baileys Irish Cream Target Market in Germany

A data profile of the people who buy, follow and care about Baileys Irish Cream in Germany — modelled from more than twelve digital signal sources. Baileys Irish Cream has an estimated audience of 647,942 people in Germany.

#6among Spirits in Germany#1240among Brand in Germany#447in Food & Beverages

The average Baileys Irish Cream fan in Germany is 38.2 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Advocaat, Kitchen utensil, Sustainable architecture, with strongest over-indexing on Advocaat (55.37× the country average).

Demographically, the Baileys Irish Cream audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Individualism, Mindfulness.

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

The typical Baileys Irish Cream fan in Germany is more female, around 38.2 years old, with strong Individualism tendencies and a notable affinity for Advocaat.

Category: Food & Beverages · Type: Brand · Subtype: Spirits

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 Baileys Irish Cream profile in Germany.

Audience size
648K
in Germany
Gender
70.6%♀
29.4% male
Age
38.2
average years
Country rank
#9459
Brand in Germany
Fig. 01

Search interest · 12-month trend

-15%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Baileys Irish Cream

70.6% are female, 29.4% are male, average age 38.2.

Fig. 02

Gender split

70.6%
Female
29.4%
Male
Demographic split for Baileys Irish Cream audience in Germany
MetricValue
Female70.6%
Male29.4%
Average age38.2
Estimated audience size647,942
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the Baileys Irish Cream audience in Germany
Age bracketShare%
16-1915%
20-2926%
30-3924%
40-4922%
50+13%
Fig. 04

Worldwide distribution

11.5%

of the worldwide Baileys Irish Cream audience comes from Germany.

Worldwide audience distribution share by country for Baileys Irish Cream
CountryShare
United States20.6%
Germany11.5%
United Kingdom10.1%
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 Baileys Irish Cream audience in Germany is strongest.

Fig. 05

Top regions by affinity

Baileys Irish Cream customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~200K1.18×
02Niedersachsen~70K1.14×
03Hamburg~20K1.14×
04Hessen~50K1.06×
05Bayern~100K1.05×
06Baden-Württemberg~90K1.03×
07Rheinland-Pfalz~30K1.02×
08Schleswig-Holstein~20K1.01×
09Saarland~8K1.01×
10Sachsen-Anhalt~20K0.95×
11Bremen~5K0.95×
12Berlin~30K0.94×
13Mecklenburg-Vorpommern~10K0.91×
14Sachsen~30K0.89×
15Brandenburg~20K0.89×
16Thüringen~10K0.87×
Fig. 06

Affinity by region

Affinity by region — Baileys Irish Cream, Germany
0.87×1.00×1.18×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Baileys Irish Cream audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Baileys Irish Cream audience
#·InterestCategoryAffinity×
01AdvocaatFood & Beverages55.37×
02VerpoortenFood & Beverages28.15×
03CustardFood & Beverages24.17×
04Mixed drinkFood & Beverages21.77×
05Coffee loversFood & Beverages21.10×
06TanquerayFood & Beverages17.09×
07Sustainable architectureHome & Garden15.88×
08Specialty coffeeFood & Beverages15.80×
09Kitchen utensilHome & Garden15.17×
10Hendrick's GinFood & Beverages13.14×
11ComfortTravel & Leisure11.34×
12Kitchen DesignHome & Garden10.91×
13LiqueurFood & Beverages8.49×
14Prenatal careKids & Family8.06×
15HosieryFashion & Accessoires7.16×
16Smart deviceTechnology & Electronics4.83×
17Infant bodysuitKids & Family4.31×
18Wetter.deHome & Garden3.18×
19Live eventsMusic & Radio1.69×
20GermanyTravel & Leisure1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Baileys Irish Cream 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 Baileys Irish Cream audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.95×
MindfulnessBALANCE1.54×
IndulgenceJOY1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Baileys Irish Cream audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.65×
Risk AppetiteTHRILL0.68×
SpiritualityBALANCE0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Baileys Irish Cream's target market in Germany?

Baileys Irish Cream's target market in Germany covers an estimated 647,942 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Baileys Irish Cream customers?

70.6% of the Baileys Irish Cream audience are female, 29.4% are male, with an average age of 38.2 years.

03

Which brands do Baileys Irish Cream fans like most?

Baileys Irish Cream fans show strongest brand affinity for Advocaat (55.37×), Kitchen utensil (15.17×), and Sustainable architecture (15.88×) over the country average.

04

Where do Baileys Irish Cream fans live in Germany?

Baileys Irish Cream fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~90K). These three regions account for the largest share of the active audience.

05

What other brands do Baileys Irish Cream fans also like?

Beyond Baileys Irish Cream itself, the audience over-indexes on Kitchen utensil (15.17×), Sustainable architecture (15.88×), Mixed drink (21.77×), and Specialty coffee (15.8×) compared to the Germany average.

Appendix

Explore more audiences

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

More Spirits audiences in Germany

See Baileys Irish Cream audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Baileys Irish Cream. 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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