Dolce Gusto Target Market in Germany
A data profile of the people who buy, follow and care about Dolce Gusto in Germany — modelled from more than twelve digital signal sources. Dolce Gusto has an estimated audience of 535,012 people in Germany.
The average Dolce Gusto fan in Germany is 41.0 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Niedersachsen, Bayern.
Top brand affinities include Keurig, Frappé coffee, Stumptown Coffee Roasters, with strongest over-indexing on Keurig (81.05× the country average).
Demographically, the Dolce Gusto audience skews more female with an average age of 41.0, and over-indexes on personality traits such as Healthy Lifestyle, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Dolce Gusto fan in Germany is more female, around 41.0 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Keurig.
At a glance
The key figures that characterise the Dolce Gusto profile in Germany.
Search interest · 12-month trend
Customer demographics of Dolce Gusto
65.8% are female, 34.2% are male, average age 41.0.
Gender split
| Metric | Value |
|---|---|
| Female | 65.8% |
| Male | 34.2% |
| Average age | 41.0 |
| Estimated audience size | 535,012 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 18% | |
| 30-39 | 22% | |
| 40-49 | 24% | |
| 50+ | 22% |
Geography
Where the Dolce Gusto audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Saarland | ~9K | 1.41× | |
| 02 | Sachsen-Anhalt | ~20K | 1.28× | |
| 03 | Mecklenburg-Vorpommern | ~10K | 1.25× | |
| 04 | Nordrhein-Westfalen | ~100K | 1.24× | |
| 05 | Thüringen | ~20K | 1.21× | |
| 06 | Rheinland-Pfalz | ~30K | 1.18× | |
| 07 | Sachsen | ~30K | 1.06× | |
| 08 | Niedersachsen | ~50K | 1.05× | |
| 09 | Brandenburg | ~20K | 1.03× | |
| 10 | Schleswig-Holstein | ~20K | 0.90× | |
| 11 | Hessen | ~40K | 0.88× | |
| 12 | Hamburg | ~9K | 0.75× | |
| 13 | Bremen | ~3K | 0.73× | |
| 14 | Berlin | ~20K | 0.72× | |
| 15 | Baden-Württemberg | ~50K | 0.68× | |
| 16 | Bayern | ~50K | 0.63× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Dolce Gusto audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Frappé coffee | Food & Beverages | 120.15× | ||
| 02 | Keurig | Home & Garden | 81.05× | ||
| 03 | Stumptown Coffee Roasters | Food & Beverages | 75.35× | ||
| 04 | Caffè macchiato | Food & Beverages | 55.16× | ||
| 05 | Instant coffee | Food & Beverages | 23.86× | ||
| 06 | Single-serve coffee container | Food & Beverages | 19.64× | ||
| 07 | Latte macchiato | Food & Beverages | 15.65× | ||
| 08 | McCafé | Food & Beverages | 13.81× | ||
| 09 | Lavazza | Food & Beverages | 12.93× | ||
| 10 | Coffea | Food & Beverages | 6.93× | ||
| 11 | QVC | Movies & TV | 4.23× | ||
| 12 | Bauhaus | Shopping | 3.72× | ||
| 13 | Storm of Love | Movies & TV | 3.62× | ||
| 14 | Florian Silbereisen | Music & Radio | 3.56× | ||
| 15 | Tchibo | Shopping | 2.84× | ||
| 16 | Müller (company) | Food & Beverages | 2.25× | ||
| 17 | Rossmann | Shopping | 2.22× | ||
| 18 | Music | Business & Career | 1.70× | ||
| 19 | Design | Home & Garden | 1.53× | ||
| 20 | Movies | Movies & TV | 1.51× |
Personality of the Dolce Gusto audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.91× | |
| Travelling | THRILL | 1.50× | |
| Convenience Orientation | PREMIUM | 1.50× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.75× | |
| Patriotism | CONSERVATISM | 0.77× | |
| Luxury Orientation | PREMIUM | 0.86× |
Frequently asked questions
Who is Dolce Gusto's target market in Germany?
Dolce Gusto's target market in Germany covers an estimated 535,012 people, concentrated in Nordrhein-Westfalen and Niedersachsen.
What is the gender split and age of Dolce Gusto customers?
65.8% of the Dolce Gusto audience are female, 34.2% are male, with an average age of 41.0 years.
Which brands do Dolce Gusto fans like most?
Dolce Gusto fans show strongest brand affinity for Keurig (81.05×), Frappé coffee (120.15×), and Stumptown Coffee Roasters (75.35×) over the country average.
Where do Dolce Gusto fans live in Germany?
Dolce Gusto fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Niedersachsen (reach ~50K), and Bayern (reach ~50K). These three regions account for the largest share of the active audience.
What other brands do Dolce Gusto fans also like?
Beyond Dolce Gusto itself, the audience over-indexes on Frappé coffee (120.15×), Stumptown Coffee Roasters (75.35×), Instant coffee (23.86×), and McCafé (13.81×) compared to the Germany average.
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How to read this data
Audience size is the estimated number of people in Germany who actively search for Dolce Gusto. 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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