HelloFresh Target Market in Germany
A data profile of the people who buy, follow and care about HelloFresh in Germany — modelled from more than twelve digital signal sources. HelloFresh has an estimated audience of 759,560 people in Germany.
The average HelloFresh fan in Germany is 32.5 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Prepmymeal, Eismann, Carpet cleaning, with strongest over-indexing on Prepmymeal (8.44× the country average).
Demographically, the HelloFresh audience skews more female with an average age of 32.5, and over-indexes on personality traits such as Quality Awareness, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical HelloFresh fan in Germany is more female, around 32.5 years old, with strong Quality Awareness tendencies and a notable affinity for Prepmymeal.
At a glance
The key figures that characterise the HelloFresh profile in Germany.
Search interest · 12-month trend
Customer demographics of HelloFresh
63.1% are female, 36.9% are male, average age 32.5.
Gender split
| Metric | Value |
|---|---|
| Female | 63.1% |
| Male | 36.9% |
| Average age | 32.5 |
| Estimated audience size | 759,560 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 38% | |
| 20-29 | 21% | |
| 30-39 | 18% | |
| 40-49 | 14% | |
| 50+ | 9% |
Worldwide distribution
of the worldwide HelloFresh audience comes from Germany.
| Country | Share |
|---|---|
| United States | 38.6% |
| United Kingdom | 11.8% |
| Germany | 8.7% |
Geography
Where the HelloFresh audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~70K | 2.02× | |
| 02 | Sachsen-Anhalt | ~30K | 1.39× | |
| 03 | Niedersachsen | ~80K | 1.06× | |
| 04 | Nordrhein-Westfalen | ~200K | 0.98× | |
| 05 | Bayern | ~100K | 0.98× | |
| 06 | Brandenburg | ~20K | 0.98× | |
| 07 | Rheinland-Pfalz | ~40K | 0.97× | |
| 08 | Schleswig-Holstein | ~30K | 0.97× | |
| 09 | Bremen | ~6K | 0.95× | |
| 10 | Saarland | ~9K | 0.94× | |
| 11 | Hamburg | ~20K | 0.93× | |
| 12 | Hessen | ~50K | 0.91× | |
| 13 | Baden-Württemberg | ~90K | 0.86× | |
| 14 | Sachsen | ~30K | 0.78× | |
| 15 | Thüringen | ~20K | 0.76× | |
| 16 | Mecklenburg-Vorpommern | ~10K | 0.75× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the HelloFresh audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hell on Wheels (TV series) | Movies & TV | 25.71× | ||
| 02 | Eismann | Food & Beverages | 15.40× | ||
| 03 | Ruth Moschner | Movies & TV | 10.73× | ||
| 04 | Carpet cleaning | Home & Garden | 9.34× | ||
| 05 | chefkoch.de | Food & Beverages | 8.67× | ||
| 06 | Prepmymeal | Food & Beverages | 8.44× | ||
| 07 | Gorillas | Shopping | 7.92× | ||
| 08 | McCafé | Food & Beverages | 6.59× | ||
| 09 | Flink | Shopping | 5.38× | ||
| 10 | Ernsting's family | Shopping | 3.18× | ||
| 11 | Thermomix | Home & Garden | 2.85× | ||
| 12 | QVC | Movies & TV | 2.53× | ||
| 13 | Baby food | Kids & Family | 2.47× | ||
| 14 | Tchibo | Shopping | 2.35× | ||
| 15 | Bonprix | Shopping | 2.35× | ||
| 16 | Gute Zeiten, schlechte Zeiten | Movies & TV | 2.15× | ||
| 17 | Tagesschau | Movies & TV | 1.85× | ||
| 18 | CHECK24 | Business & Career | 1.79× | ||
| 19 | Obi (store) | Shopping | 1.75× | ||
| 20 | REWE | Shopping | 1.56× |
Personality of the HelloFresh 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 |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.46× | |
| Healthy Lifestyle | BALANCE | 1.45× | |
| Price Sensitivity | PREMIUM | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.71× | |
| Patriotism | CONSERVATISM | 0.72× | |
| Need for Security | CONSERVATISM | 0.79× |
Frequently asked questions
Who is HelloFresh's target market in Germany?
HelloFresh's target market in Germany covers an estimated 759,560 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of HelloFresh customers?
63.1% of the HelloFresh audience are female, 36.9% are male, with an average age of 32.5 years.
Which brands do HelloFresh fans like most?
HelloFresh fans show strongest brand affinity for Prepmymeal (8.44×), Eismann (15.4×), and Carpet cleaning (9.34×) over the country average.
Where do HelloFresh fans live in Germany?
HelloFresh fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~90K). These three regions account for the largest share of the active audience.
What other brands do HelloFresh fans also like?
Beyond HelloFresh itself, the audience over-indexes on Eismann (15.4×), Carpet cleaning (9.34×), Ruth Moschner (10.73×), and Tagesschau (1.85×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Supermarket audiences in Germany
How to read this data
Audience size is the estimated number of people in Germany who actively search for HelloFresh. 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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