Hamburger Audience in Germany
A data profile of the people who buy, follow and care about Hamburger in Germany — modelled from more than twelve digital signal sources. Hamburger has an estimated audience of 3,269,848 people in Germany.
The average Hamburger fan in Germany is 34.7 years old, balanced, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Burger King, McDonald's, Subway, with strongest over-indexing on Burger King (3.6× the country average).
Demographically, the Hamburger audience skews balanced with an average age of 34.7, and over-indexes on personality traits such as Early Adopter Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Hamburger fan in Germany is balanced, around 34.7 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Burger King.
At a glance
The key figures that characterise the Hamburger profile in Germany.
Search interest · 12-month trend
Demographics of Hamburger fans
52.9% are female, 47.1% are male, average age 34.7.
Gender split
| Metric | Value |
|---|---|
| Female | 52.9% |
| Male | 47.1% |
| Average age | 34.7 |
| Estimated audience size | 3,269,848 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 29% | |
| 20-29 | 23% | |
| 30-39 | 20% | |
| 40-49 | 17% | |
| 50+ | 11% |
Worldwide distribution
of the worldwide Hamburger audience comes from Germany.
| Country | Share |
|---|---|
| United States | 21.3% |
| Brazil | 8.3% |
| Japan | 6.3% |
Geography
Where the Hamburger audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hamburg | ~300K | 3.81× | |
| 02 | Berlin | ~200K | 1.39× | |
| 03 | Schleswig-Holstein | ~100K | 1.06× | |
| 04 | Bremen | ~30K | 1.05× | |
| 05 | Bayern | ~500K | 0.94× | |
| 06 | Hessen | ~200K | 0.92× | |
| 07 | Baden-Württemberg | ~400K | 0.90× | |
| 08 | Nordrhein-Westfalen | ~600K | 0.84× | |
| 09 | Niedersachsen | ~300K | 0.83× | |
| 10 | Rheinland-Pfalz | ~100K | 0.81× | |
| 11 | Saarland | ~30K | 0.66× | |
| 12 | Mecklenburg-Vorpommern | ~40K | 0.64× | |
| 13 | Sachsen | ~100K | 0.62× | |
| 14 | Brandenburg | ~60K | 0.62× | |
| 15 | Sachsen-Anhalt | ~50K | 0.61× | |
| 16 | Thüringen | ~50K | 0.59× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Hamburger audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Chicken fingers | Food & Beverages | 6.60× | ||
| 02 | Snack mix | Food & Beverages | 6.21× | ||
| 03 | Fried chicken | Food & Beverages | 5.09× | ||
| 04 | Cheeseburger | Food & Beverages | 4.33× | ||
| 05 | Pizza Hut | Food & Beverages | 3.81× | ||
| 06 | Burger King | Food & Beverages | 3.60× | ||
| 07 | Chicken (food) | Food & Beverages | 3.39× | ||
| 08 | Snacking | Food & Beverages | 3.18× | ||
| 09 | Subway | Food & Beverages | 2.64× | ||
| 10 | KFC | Food & Beverages | 2.61× | ||
| 11 | Deutschrap | Music & Radio | 2.55× | ||
| 12 | McDonald's | Food & Beverages | 2.28× | ||
| 13 | Application for employment | Business & Career | 2.27× | ||
| 14 | Haus des Döners | Food & Beverages | 2.22× | ||
| 15 | Indeed.com | Business & Career | 1.76× | ||
| 16 | Drop shipping | Shopping | 1.71× | ||
| 17 | Vegetarian cuisine | Food & Beverages | 1.63× | ||
| 18 | Hamburger SV | Sports | 1.63× | ||
| 19 | ESN | Health | 1.60× | ||
| 20 | Sustainable energy | Home & Garden | 1.52× |
Personality of the Hamburger 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 |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.27× | |
| Quality Awareness | PREMIUM | 1.12× | |
| Sustainability | BALANCE | 1.04× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.64× | |
| Mindfulness | BALANCE | 0.67× | |
| Individualism | JOY | 0.70× |
Frequently asked questions
How many fans does Hamburger have in Germany?
Hamburger has an estimated audience of 3,269,848 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Hamburger fans?
52.9% of Hamburger fans are female, 47.1% are male, with an average age of 34.7 years.
Which brands do Hamburger fans like most?
Hamburger fans show strongest brand affinity for Burger King (3.6×), McDonald's (2.28×), and Subway (2.64×) over the country average.
Where do Hamburger fans live in Germany?
Hamburger fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~600K), Bayern (reach ~500K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.
What other brands do Hamburger fans also like?
Beyond Hamburger itself, the audience over-indexes on McDonald's (2.28×), Subway (2.64×), KFC (2.61×), and Deutschrap (2.55×) 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 Hamburger. 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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