Rascasse Audience Intelligence

Fisherman's Friend Target Market in Germany

A data profile of the people who buy, follow and care about Fisherman's Friend in Germany — modelled from more than twelve digital signal sources. Fisherman's Friend has an estimated audience of 722,850 people in Germany.

#3among Confectionery in Germany#1129among Brand in Germany#409in Food & Beverages

The average Fisherman's Friend fan in Germany is 42.2 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Aral AG, Targobank, SunExpress, with strongest over-indexing on Aral AG (11.11× the country average).

Demographically, the Fisherman's Friend audience skews balanced with an average age of 42.2, and over-indexes on personality traits such as Patriotism, Quality Awareness.

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

The typical Fisherman's Friend fan in Germany is balanced, around 42.2 years old, with strong Patriotism tendencies and a notable affinity for Aral AG.

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

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 Fisherman's Friend profile in Germany.

Audience size
723K
in Germany
Gender
52.6%♀
47.4% male
Age
42.2
average years
Country rank
#8631
Brand in Germany
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Fisherman's Friend

52.6% are female, 47.4% are male, average age 42.2.

Fig. 02

Gender split

52.6%
Female
47.4%
Male
Demographic split for Fisherman's Friend audience in Germany
MetricValue
Female52.6%
Male47.4%
Average age42.2
Estimated audience size722,850
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Fisherman's Friend audience in Germany
Age bracketShare%
16-1914%
20-2917%
30-3920%
40-4923%
50+26%
Fig. 04

Worldwide distribution

43.2%

of the worldwide Fisherman's Friend audience comes from Germany.

Worldwide audience distribution share by country for Fisherman's Friend
CountryShare
Germany43.2%
United States8.2%
United Kingdom7.7%
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 Fisherman's Friend audience in Germany is strongest.

Fig. 05

Top regions by affinity

Fisherman's Friend customers by region in Germany
#RegionReachAffinity×
01Hamburg~20K1.32×
02Niedersachsen~70K1.17×
03Schleswig-Holstein~20K1.14×
04Nordrhein-Westfalen~100K1.09×
05Bayern~100K1.00×
06Sachsen~30K1.00×
07Bremen~5K0.98×
08Brandenburg~20K0.97×
09Thüringen~10K0.97×
10Berlin~30K0.96×
11Mecklenburg-Vorpommern~10K0.95×
12Baden-Württemberg~80K0.93×
13Hessen~40K0.93×
14Sachsen-Anhalt~10K0.91×
15Rheinland-Pfalz~30K0.90×
16Saarland~6K0.86×
Fig. 06

Affinity by region

Affinity by region — Fisherman's Friend, Germany
0.86×1.00×1.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Fisherman's Friend audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fisherman's Friend audience
#·InterestCategoryAffinity×
01Green Man FestivalMusic & Radio85.24×
02Vikings: War Of ClansGames71.64×
03Albion OnlineGames68.21×
04FleetwoodFashion & Accessoires60.75×
05SkyforgeGames56.05×
06The PoguesMusic & Radio50.91×
07ManowarMusic & Radio27.38×
08Angelique KerberSports22.93×
09W.A.S.P.Music & Radio21.70×
10Norse religionPolitics & Society20.33×
11Sylvie MeisMovies & TV15.42×
12Oliver KahnSports15.04×
13TargobankBusiness & Career11.49×
14NenaMusic & Radio11.23×
15Aral AGCars & Mobility11.11×
16SunExpressTravel & Leisure10.95×
17Berliner ZeitungNews8.24×
18CommerzbankBusiness & Career6.09×
19Sophia ThomallaMovies & TV5.94×
20Sport BildSports4.44×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fisherman's Friend 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 Fisherman's Friend audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.75×
Quality AwarenessPREMIUM1.57×
Risk AppetiteTHRILL1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fisherman's Friend audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.93×
MindfulnessBALANCE0.94×
Design AffinityPREMIUM1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Fisherman's Friend's target market in Germany?

Fisherman's Friend's target market in Germany covers an estimated 722,850 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Fisherman's Friend customers?

52.6% of the Fisherman's Friend audience are female, 47.4% are male, with an average age of 42.2 years.

03

Which brands do Fisherman's Friend fans like most?

Fisherman's Friend fans show strongest brand affinity for Aral AG (11.11×), Targobank (11.49×), and SunExpress (10.95×) over the country average.

04

Where do Fisherman's Friend fans live in Germany?

Fisherman's Friend fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~100K), and Baden-Württemberg (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Fisherman's Friend fans also like?

Beyond Fisherman's Friend itself, the audience over-indexes on Targobank (11.49×), SunExpress (10.95×), Commerzbank (6.09×), and Albion Online (68.21×) compared to the Germany average.

Appendix

Explore more audiences

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

More Confectionery audiences in Germany

See Fisherman's Friend audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Fisherman's Friend. 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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