Rascasse Audience Intelligence

Haribo Target Market in Germany

A data profile of the people who buy, follow and care about Haribo in Germany — modelled from more than twelve digital signal sources. Haribo has an estimated audience of 1,290,965 people in Germany.

#1among Confectionery in Germany#660among Brand in Germany#252in Food & Beverages

The average Haribo fan in Germany is 39.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Boulanger, Movies, Katjes, with strongest over-indexing on Boulanger (19.8× the country average).

Demographically, the Haribo audience skews more female with an average age of 39.1, and over-indexes on personality traits such as Community Orientation, Convenience Orientation.

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

The typical Haribo fan in Germany is more female, around 39.1 years old, with strong Community Orientation tendencies and a notable affinity for Boulanger.

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 Haribo profile in Germany.

Audience size
1.3M
in Germany
Gender
68.3%♀
31.7% male
Age
39.1
average years
Country rank
#5147
Brand in Germany
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Haribo

68.3% are female, 31.7% are male, average age 39.1.

Fig. 02

Gender split

68.3%
Female
31.7%
Male
Demographic split for Haribo audience in Germany
MetricValue
Female68.3%
Male31.7%
Average age39.1
Estimated audience size1,290,965
Fig. 03

Age distribution

Ø 39.1
average years
Age distribution of the Haribo audience in Germany
Age bracketShare%
16-1920%
20-2917%
30-3922%
40-4924%
50+17%
Fig. 04

Worldwide distribution

16.3%

of the worldwide Haribo audience comes from Germany.

Worldwide audience distribution share by country for Haribo
CountryShare
United States23.1%
Germany16.3%
United Kingdom7.6%
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 Haribo audience in Germany is strongest.

Fig. 05

Top regions by affinity

Haribo customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~400K1.50×
02Rheinland-Pfalz~90K1.41×
03Berlin~70K1.12×
04Niedersachsen~100K1.11×
05Hamburg~30K1.09×
06Hessen~100K1.04×
07Bayern~200K1.01×
08Schleswig-Holstein~50K1.00×
09Baden-Württemberg~200K0.96×
10Bremen~10K0.95×
11Saarland~10K0.88×
12Sachsen-Anhalt~30K0.83×
13Thüringen~30K0.82×
14Sachsen~50K0.80×
15Brandenburg~30K0.77×
16Mecklenburg-Vorpommern~20K0.77×
Fig. 06

Affinity by region

Affinity by region — Haribo, Germany
0.77×1.00×1.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Haribo audience
#·InterestCategoryAffinity×
01BoulangerShopping19.80×
02KatjesFood & Beverages16.93×
03HitschiesFood & Beverages11.56×
04MonchhichiKids & Family6.84×
05In aller FreundschaftMovies & TV4.53×
06ConfectioneryFood & Beverages4.48×
07MichelleMusic & Radio4.00×
08QVCMovies & TV3.93×
09CandyFood & Beverages3.86×
10Ernsting's familyShopping3.80×
11Roland KaiserMusic & Radio3.53×
12DeichmannShopping2.97×
13Netto Marken-DiscountShopping2.60×
14BauhausShopping2.46×
15REWEShopping2.38×
16KauflandShopping2.27×
17MoviesMovies & TV2.05×
18Online shoppingShopping1.85×
19Arts and musicArts & Culture1.74×
20Business and industryBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Haribo 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 Haribo audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.50×
Convenience OrientationPREMIUM1.49×
Pet OwnershipJOY1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Haribo audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.68×
Luxury OrientationPREMIUM0.72×
SustainabilityBALANCE0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Haribo's target market in Germany?

Haribo's target market in Germany covers an estimated 1,290,965 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Haribo customers?

68.3% of the Haribo audience are female, 31.7% are male, with an average age of 39.1 years.

03

Which brands do Haribo fans like most?

Haribo fans show strongest brand affinity for Boulanger (19.8×), Movies (2.05×), and Katjes (16.93×) over the country average.

04

Where do Haribo fans live in Germany?

Haribo fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), 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 Haribo fans also like?

Beyond Haribo itself, the audience over-indexes on Movies (2.05×), Katjes (16.93×), Deichmann (2.97×), and Confectionery (4.48×) 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 Haribo audiences in other countries

How to read this data

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