Rascasse Audience Intelligence

Bayer Target Market in Germany

A data profile of the people who buy, follow and care about Bayer in Germany — modelled from more than twelve digital signal sources. Bayer has an estimated audience of 679,959 people in Germany.

#4among Medicine in Germany#1185among Brand in Germany#262in Health

The average Bayer fan in Germany is 41.2 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Veterinary medicine, Pharmaceutical industry, Bayer 04 Leverkusen, with strongest over-indexing on Veterinary medicine (11.86× the country average).

Demographically, the Bayer audience skews more male with an average age of 41.2, and over-indexes on personality traits such as Career Orientation, Need for Security.

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

The typical Bayer fan in Germany is more male, around 41.2 years old, with strong Career Orientation tendencies and a notable affinity for Veterinary medicine.

Category: Health · Type: Brand · Subtype: Medicine

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 Bayer profile in Germany.

Audience size
680K
in Germany
Gender
38.9%♀
61.1% male
Age
41.2
average years
Country rank
#9060
Brand in Germany
Fig. 01

Search interest · 12-month trend

+1%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Bayer

38.9% are female, 61.1% are male, average age 41.2.

Fig. 02

Gender split

38.9%
Female
61.1%
Male
Demographic split for Bayer audience in Germany
MetricValue
Female38.9%
Male61.1%
Average age41.2
Estimated audience size679,959
Fig. 03

Age distribution

Ø 41.2
average years
Age distribution of the Bayer audience in Germany
Age bracketShare%
16-1917%
20-2917%
30-3919%
40-4922%
50+25%
Fig. 04

Worldwide distribution

7.6%

of the worldwide Bayer audience comes from Germany.

Worldwide audience distribution share by country for Bayer
CountryShare
Brazil15.1%
United States14.4%
Germany7.6%
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 Bayer audience in Germany is strongest.

Fig. 05

Top regions by affinity

Bayer customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~300K1.84×
02Berlin~50K1.54×
03Thüringen~20K1.30×
04Sachsen-Anhalt~20K1.24×
05Bayern~100K1.15×
06Baden-Württemberg~100K1.07×
07Hessen~50K1.07×
08Rheinland-Pfalz~30K0.99×
09Brandenburg~20K0.89×
10Hamburg~10K0.88×
11Sachsen~30K0.79×
12Niedersachsen~50K0.75×
13Bremen~4K0.75×
14Saarland~6K0.71×
15Schleswig-Holstein~20K0.68×
16Mecklenburg-Vorpommern~8K0.64×
Fig. 06

Affinity by region

Affinity by region — Bayer, Germany
0.64×1.00×1.84×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Bayer audience
#·InterestCategoryAffinity×
01Karim BellarabiSports55.28×
02Capital OneBusiness & Career48.39×
03Genetic engineeringBusiness & Career31.38×
04Chemical industryBusiness & Career25.83×
05Pharmaceutical industryBusiness & Career23.33×
06CovestroBusiness & Career19.31×
07TalcidHealth16.41×
08Bayer 04 LeverkusenSports13.65×
09GerresheimerHealth12.36×
10Veterinary medicineBusiness & Career11.86×
11LindeBusiness & Career10.96×
12Germany national under-21 football teamSports8.99×
13RiddleGames8.75×
14Florian WirtzSports7.96×
15Team sportSports4.56×
16Lennart KarlSports3.79×
17Roland KaiserMusic & Radio2.92×
18Thomas GottschalkMovies & TV2.80×
19Google MapsInternet & Social Media2.02×
20REWEShopping1.80×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Bayer 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 Bayer audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.55×
Need for SecurityCONSERVATISM1.38×
PatriotismCONSERVATISM1.33×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Bayer audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.65×
ExtroversionTHRILL0.66×
Design AffinityPREMIUM0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Bayer's target market in Germany?

Bayer's target market in Germany covers an estimated 679,959 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Bayer customers?

38.9% of the Bayer audience are female, 61.1% are male, with an average age of 41.2 years.

03

Which brands do Bayer fans like most?

Bayer fans show strongest brand affinity for Veterinary medicine (11.86×), Pharmaceutical industry (23.33×), and Bayer 04 Leverkusen (13.65×) over the country average.

04

Where do Bayer fans live in Germany?

Bayer fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Bayer fans also like?

Beyond Bayer itself, the audience over-indexes on Pharmaceutical industry (23.33×), Bayer 04 Leverkusen (13.65×), Chemical industry (25.83×), and Capital One (48.39×) compared to the Germany average.

Appendix

Explore more audiences

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

More Medicine audiences in Germany

See Bayer audiences in other countries

How to read this data

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