Rascasse Audience Intelligence

Carlsberg Group Target Market in Germany

A data profile of the people who buy, follow and care about Carlsberg Group in Germany — modelled from more than twelve digital signal sources. Carlsberg Group has an estimated audience of 536,322 people in Germany.

#8among Beer in Germany#1444among Brand in Germany#522in Food & Beverages

The average Carlsberg Group fan in Germany is 44.6 years old, balanced, and lives primarily in Rheinland-Pfalz.

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

Top brand affinities include Lars Ulrich, Ekstra Bladet, Bitter (beer), with strongest over-indexing on Lars Ulrich (64.17× the country average).

Demographically, the Carlsberg Group audience skews balanced with an average age of 44.6, and over-indexes on personality traits such as Convenience Orientation, Urban Lifestyle.

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

The typical Carlsberg Group fan in Germany is balanced, around 44.6 years old, with strong Convenience Orientation tendencies and a notable affinity for Lars Ulrich.

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

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 Carlsberg Group profile in Germany.

Audience size
536K
in Germany
Gender
48.9%♀
51.1% male
Age
44.6
average years
Country rank
#11072
Brand in Germany
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Carlsberg Group

48.9% are female, 51.1% are male, average age 44.6.

Fig. 02

Gender split

48.9%
Female
51.1%
Male
Demographic split for Carlsberg Group audience in Germany
MetricValue
Female48.9%
Male51.1%
Average age44.6
Estimated audience size536,322
Fig. 03

Age distribution

Ø 44.6
average years
Age distribution of the Carlsberg Group audience in Germany
Age bracketShare%
16-196%
20-2915%
30-3925%
40-4927%
50+28%
Fig. 04

Worldwide distribution

30.8%

of the worldwide Carlsberg Group audience comes from Germany.

Worldwide audience distribution share by country for Carlsberg Group
CountryShare
Germany30.8%
Vietnam8.7%
Singapore7.3%
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

Where the Carlsberg Group audience in Germany is strongest.

Fig. 05

Top regions by affinity

Carlsberg Group customers by region in Germany
#RegionReachAffinity×
01Rheinland-Pfalz~100K4.39×
02Bremen~10K2.12×
03Brandenburg~20K1.45×
04Hamburg~20K1.39×
05Mecklenburg-Vorpommern~10K1.39×
06Schleswig-Holstein~20K1.24×
07Berlin~20K0.94×
08Sachsen~20K0.90×
09Saarland~6K0.88×
10Hessen~30K0.73×
11Thüringen~9K0.62×
12Niedersachsen~30K0.61×
13Baden-Württemberg~40K0.60×
14Sachsen-Anhalt~8K0.58×
15Nordrhein-Westfalen~60K0.54×
16Bayern~40K0.42×
Fig. 06

Affinity by region

Affinity by region — Carlsberg Group, Germany
0.42×1.00×4.39×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Carlsberg Group audience
#·InterestCategoryAffinity×
01Ekstra BladetNews95.59×
02Tivoli GardensTravel & Leisure85.56×
03Blue Moon (beer)Food & Beverages80.95×
04Bitter (beer)Food & Beverages79.70×
05Lars von TrierMovies & TV66.67×
06Lars UlrichMusic & Radio64.17×
07Tuborg BreweryFood & Beverages60.00×
08AalborgTravel & Leisure55.00×
09LübzerFood & Beverages35.24×
10Somersby ciderFood & Beverages32.08×
11Hans Christian AndersenLiterature31.89×
12Tapir!Music & Radio20.00×
13Wim WendersMovies & TV20.00×
14Setlist.fmMusic & Radio13.12×
15F.C. Hansa RostockSports4.57×
16TagesschauMovies & TV2.68×
17BauhausShopping2.47×
18Consumer electronicsTechnology & Electronics1.75×
19GermanyTravel & Leisure1.65×
20Business and industryBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Carlsberg Group 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 Carlsberg Group audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.03×
Urban LifestyleOPEN1.76×
PatriotismCONSERVATISM1.63×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Carlsberg Group audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.94×
Design AffinityPREMIUM0.94×
Price SensitivityPREMIUM0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Carlsberg Group's target market in Germany?

Carlsberg Group's target market in Germany covers an estimated 536,322 people, concentrated in Rheinland-Pfalz and Nordrhein-Westfalen.

02

What is the gender split and age of Carlsberg Group customers?

48.9% of the Carlsberg Group audience are female, 51.1% are male, with an average age of 44.6 years.

03

Which brands do Carlsberg Group fans like most?

Carlsberg Group fans show strongest brand affinity for Lars Ulrich (64.17×), Ekstra Bladet (95.59×), and Bitter (beer) (79.7×) over the country average.

04

Where do Carlsberg Group fans live in Germany?

Carlsberg Group fans in Germany are most concentrated in Rheinland-Pfalz (reach ~100K), Nordrhein-Westfalen (reach ~60K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Carlsberg Group fans also like?

Beyond Carlsberg Group itself, the audience over-indexes on Ekstra Bladet (95.59×), Bitter (beer) (79.7×), Lars von Trier (66.67×), and Blue Moon (beer) (80.95×) compared to the Germany average.

Appendix

Explore more audiences

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

More Beer audiences in Germany

See Carlsberg Group audiences in other countries

How to read this data

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