Rascasse Audience Intelligence

Expensive Taste Audience in Germany

A data profile of the people who buy, follow and care about Expensive Taste in Germany — modelled from more than twelve digital signal sources. Expensive Taste has an estimated audience of 3,992,573 people in Germany.

#910among Topic in Germany#166in Business & Career

The average Expensive Taste fan in Germany is 39.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Hermès, Business class, Passive income, with strongest over-indexing on Hermès (8.19× the country average).

Demographically, the Expensive Taste audience skews more female with an average age of 39.5, and over-indexes on personality traits such as Luxury Orientation, Quality Awareness.

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

The typical Expensive Taste fan in Germany is more female, around 39.5 years old, with strong Luxury Orientation tendencies and a notable affinity for Hermès.

Category: Business & Career · Type: Topic

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 Expensive Taste profile in Germany.

Audience size
4M
in Germany
Gender
56.2%♀
43.8% male
Age
39.5
average years
Country rank
#1473
Topic in Germany
Fig. 01

Search interest · 12-month trend

-28%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Expensive Taste fans

56.2% are female, 43.8% are male, average age 39.5.

Fig. 02

Gender split

56.2%
Female
43.8%
Male
Demographic split for Expensive Taste audience in Germany
MetricValue
Female56.2%
Male43.8%
Average age39.5
Estimated audience size3,992,573
Fig. 03

Age distribution

Ø 39.5
average years
Age distribution of the Expensive Taste audience in Germany
Age bracketShare%
16-1918%
20-2920%
30-3921%
40-4922%
50+19%
Fig. 04

Worldwide distribution

3.4%

of the worldwide Expensive Taste audience comes from Germany.

Worldwide audience distribution share by country for Expensive Taste
CountryShare
United States13.4%
India12.2%
United Kingdom6.5%
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 Expensive Taste audience in Germany is strongest.

Fig. 05

Top regions by affinity

Expensive Taste fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~100K1.19×
02Schleswig-Holstein~200K1.13×
03Sachsen~200K1.06×
04Rheinland-Pfalz~200K1.05×
05Brandenburg~100K1.05×
06Berlin~200K1.04×
07Thüringen~100K1.03×
08Saarland~50K1.01×
09Sachsen-Anhalt~100K0.99×
10Mecklenburg-Vorpommern~80K0.99×
11Hessen~300K0.95×
12Niedersachsen~400K0.94×
13Baden-Württemberg~500K0.90×
14Bayern~600K0.87×
15Nordrhein-Westfalen~700K0.84×
16Bremen0.00×
Fig. 06

Affinity by region

Affinity by region — Expensive Taste, Germany
0.84×1.00×1.19×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Expensive Taste audience
#·InterestCategoryAffinity×
01Passive incomeBusiness & Career14.84×
02Luxury ShopShopping13.51×
03High-net-worth individualBusiness & Career11.12×
04Marc JacobsFashion & Accessoires10.29×
05LuxuryFashion & Accessoires10.25×
06Comme des GarçonsFashion & Accessoires10.01×
07Bottega VenetaFashion & Accessoires9.68×
08MonclerFashion & Accessoires9.38×
09GivenchyFashion & Accessoires8.75×
10Luxury WatchesFashion & Accessoires8.70×
11BalenciagaFashion & Accessoires8.37×
12BurberryFashion & Accessoires8.33×
13Business classTravel & Leisure8.31×
14HermèsFashion & Accessoires8.19×
15VersaceFashion & Accessoires7.95×
16Tiffany & Co.Fashion & Accessoires7.90×
17Yves Saint LaurentFashion & Accessoires7.49×
18First class travelTravel & Leisure6.78×
19Wine tastingFood & Beverages6.59×
20Luxury yachtTravel & Leisure6.26×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Expensive Taste 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 Expensive Taste audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM4.75×
Quality AwarenessPREMIUM3.83×
Early Adopter MentalityPOWER2.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Expensive Taste audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.55×
Community OrientationOPEN0.58×
SpiritualityBALANCE0.60×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Expensive Taste have in Germany?

Expensive Taste has an estimated audience of 3,992,573 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Expensive Taste fans?

56.2% of Expensive Taste fans are female, 43.8% are male, with an average age of 39.5 years.

03

Which brands do Expensive Taste fans like most?

Expensive Taste fans show strongest brand affinity for Hermès (8.19×), Business class (8.31×), and Passive income (14.84×) over the country average.

04

Where do Expensive Taste fans live in Germany?

Expensive Taste fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~600K), and Baden-Württemberg (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Expensive Taste fans also like?

Beyond Expensive Taste itself, the audience over-indexes on Business class (8.31×), Passive income (14.84×), Balenciaga (8.37×), and Luxury (10.25×) compared to the Germany average.

Appendix

Explore more audiences

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

More Business & Career audiences in Germany

See Expensive Taste audiences in other countries

How to read this data

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