Happy hour Audience in Germany
Happy hour has an estimated audience of 927,856 people in Germany. 62.7% are female, 37.3% are male, average age 37.8. Top regions: Nordrhein-Westfalen, Bayern, Niedersachsen. Top brand affinities: Cider, Sex and the City, Alcoholic beverages, Wine & Spirits, IKEA.
The average Happy hour fan in Germany is 37.8 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Niedersachsen. Top brand affinities include Cider, Sex and the City, Alcoholic beverages, with strongest over-indexing on Cider (8.92× the country average). Demographically, the Happy hour audience skews more female with an average age of 37.8, and over-indexes on personality traits such as Design Affinity, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Food & Beverages · Type: Topic
Demographics of Happy hour fans
| Metric | Value |
|---|---|
| Female | 62.7% |
| Male | 37.3% |
| Average age | 37.8 |
| Estimated audience size | 927,856 |
Audience persona
The typical Happy hour fan in Germany is more female, around 37.8 years old, with strong Design Affinity tendencies and a notable affinity for Cider.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 163,163 | 0.8× |
| Bayern | 135,446 | 0.91× |
| Niedersachsen | 122,261 | 1.36× |
| Baden-Württemberg | 113,195 | 0.89× |
| Hessen | 66,523 | 0.94× |
| Berlin | 55,139 | 1.33× |
| Sachsen | 54,152 | 1.19× |
| Brandenburg | 52,874 | 1.84× |
| Rheinland-Pfalz | 38,076 | 0.82× |
| Schleswig-Holstein | 26,877 | 0.81× |
| Hamburg | 22,340 | 1.07× |
| Thüringen | 18,495 | 0.78× |
| Sachsen-Anhalt | 17,577 | 0.73× |
| Mecklenburg-Vorpommern | 16,256 | 0.92× |
| Saarland | 9,136 | 0.8× |
| Bremen | 6,737 | 0.85× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Cider | 8.92× | Food & Beverages |
| Sex and the City | 3.1× | Movies & TV |
| Alcoholic beverages | 1.89× | Food & Beverages |
| Wine & Spirits | 4.32× | Food & Beverages |
| IKEA | 1.66× | Home & Garden |
| H&M | 1.76× | Shopping |
| Shoes | 1.51× | Fashion & Accessoires |
| CHECK24 | 1.88× | Business & Career |
| Rossmann | 1.69× | Shopping |
| Cocktail | 2.53× | Food & Beverages |
| Dresses | 1.9× | Fashion & Accessoires |
| Footwear | 1.62× | Fashion & Accessoires |
| Deichmann | 1.68× | Shopping |
| Gala | 1.55× | News |
| AliExpress | 1.9× | Shopping |
| Drinking | 2.85× | Food & Beverages |
| Alcohol | 3.25× | Food & Beverages |
| ImmoScout24 | 1.53× | Home & Garden |
| Barbie | 1.66× | Movies & TV |
| Ernsting's family | 2.29× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.66 |
| Sports Activity | POWER | 1.54 |
| Urban Lifestyle | OPEN | 1.53 |
| Community Orientation | OPEN | 1.5 |
| Individualism | JOY | 1.42 |
| Indulgence | JOY | 1.41 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 34.0% |
| Brazil | 14.5% |
| Japan | 8.7% |
See Happy hour audiences in other countries
More Food & Beverages audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Happy hour have in Germany?
Happy hour has an estimated audience of 927,856 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Happy hour fans?
62.7% of Happy hour fans are female, 37.3% are male, with an average age of 37.8 years.
Which brands do Happy hour fans like most?
Happy hour fans show strongest brand affinity for Cider (8.92×), Sex and the City (3.1×), and Alcoholic beverages (1.89×) over the country average.
Where do Happy hour fans live in Germany?
Happy hour fans in Germany are most concentrated in Nordrhein-Westfalen (reach 163,163), Bayern (reach 135,446), and Niedersachsen (reach 122,261). These three regions account for the largest share of the active audience.
What other brands do Happy hour fans also like?
Beyond Happy hour itself, the audience over-indexes on Sex and the City (3.1×), Alcoholic beverages (1.89×), Wine & Spirits (4.32×), and IKEA (1.66×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Happy hour. 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.