Rascasse Audience Intelligence

Doughnut Audience in Germany

A data profile of the people who buy, follow and care about Doughnut in Germany — modelled from more than twelve digital signal sources. Doughnut has an estimated audience of 1,467,822 people in Germany.

#18among Sweet in Germany#2444among Topic in Germany#225in Food & Beverages

The average Doughnut fan in Germany is 36.8 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Müller (company), Sunday Natural, Juicer, with strongest over-indexing on Müller (company) (5.23× the country average).

Demographically, the Doughnut audience skews more female with an average age of 36.8, and over-indexes on personality traits such as Convenience Orientation, Healthy Lifestyle.

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

The typical Doughnut fan in Germany is more female, around 36.8 years old, with strong Convenience Orientation tendencies and a notable affinity for Müller (company).

Category: Food & Beverages · Type: Topic · Subtype: Sweet

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 Doughnut profile in Germany.

Audience size
1.5M
in Germany
Gender
67.8%♀
32.2% male
Age
36.8
average years
Country rank
#4547
Topic in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Doughnut fans

67.8% are female, 32.2% are male, average age 36.8.

Fig. 02

Gender split

67.8%
Female
32.2%
Male
Demographic split for Doughnut audience in Germany
MetricValue
Female67.8%
Male32.2%
Average age36.8
Estimated audience size1,467,822
Fig. 03

Age distribution

Ø 36.8
average years
Age distribution of the Doughnut audience in Germany
Age bracketShare%
16-1924%
20-2921%
30-3921%
40-4920%
50+14%
Fig. 04

Worldwide distribution

1.9%

of the worldwide Doughnut audience comes from Germany.

Worldwide audience distribution share by country for Doughnut
CountryShare
United States23.3%
Japan13.6%
China10.2%
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 Doughnut audience in Germany is strongest.

Fig. 05

Top regions by affinity

Doughnut fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~100K1.96×
02Hamburg~40K1.15×
03Hessen~100K1.06×
04Bremen~10K1.04×
05Bayern~200K1.03×
06Baden-Württemberg~200K0.96×
07Rheinland-Pfalz~70K0.96×
08Niedersachsen~100K0.95×
09Saarland~20K0.95×
10Schleswig-Holstein~50K0.94×
11Sachsen~70K0.92×
12Brandenburg~40K0.91×
13Thüringen~30K0.90×
14Mecklenburg-Vorpommern~30K0.90×
15Nordrhein-Westfalen~300K0.87×
16Sachsen-Anhalt~30K0.87×
Fig. 06

Affinity by region

Affinity by region — Doughnut, Germany
0.87×1.00×1.96×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Doughnut audience
#·InterestCategoryAffinity×
01MatchaFood & Beverages12.46×
02Apple juiceFood & Beverages12.17×
03Donnie WahlbergMovies & TV10.43×
04StrawberryFood & Beverages9.56×
05JuicerFood & Beverages9.10×
06Ferrero RocherFood & Beverages8.11×
07GlutenHealth7.74×
08MuffinFood & Beverages7.29×
09Hard Rock CafeFood & Beverages6.52×
10Casablanca (film)Movies & TV6.45×
11SmoothieFood & Beverages5.92×
12Müller (company)Food & Beverages5.23×
13Chocolate brownieFood & Beverages4.03×
14Sunday NaturalHealth3.98×
15Weight loss (Fitness And wellness)Health3.51×
16Healthy habitsHealth2.13×
17More NutritionHealth2.02×
18RossmannShopping1.77×
19Lieferando.deFood & Beverages1.70×
20Business and industryBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Doughnut 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 Doughnut audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.42×
Healthy LifestyleBALANCE1.36×
IndulgenceJOY1.18×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Doughnut audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.89×
Risk AppetiteTHRILL0.91×
PatriotismCONSERVATISM0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Doughnut have in Germany?

Doughnut has an estimated audience of 1,467,822 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Doughnut fans?

67.8% of Doughnut fans are female, 32.2% are male, with an average age of 36.8 years.

03

Which brands do Doughnut fans like most?

Doughnut fans show strongest brand affinity for Müller (company) (5.23×), Sunday Natural (3.98×), and Juicer (9.1×) over the country average.

04

Where do Doughnut fans live in Germany?

Doughnut fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Doughnut fans also like?

Beyond Doughnut itself, the audience over-indexes on Sunday Natural (3.98×), Juicer (9.1×), Matcha (12.46×), and Business and industry (1.51×) compared to the Germany average.

Appendix

Explore more audiences

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

More Sweet audiences in Germany

See Doughnut audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →