Rascasse Audience Intelligence

Lager Audience in Germany

A data profile of the people who buy, follow and care about Lager in Germany — modelled from more than twelve digital signal sources. Lager has an estimated audience of 1,186,267 people in Germany.

#14among Alcohol in Germany#2808among Topic in Germany#267in Food & Beverages

The average Lager fan in Germany is 41.8 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Homebrewing, Bild, Gute Zeiten, schlechte Zeiten, with strongest over-indexing on Homebrewing (8.22× the country average).

Demographically, the Lager audience skews balanced with an average age of 41.8, and over-indexes on personality traits such as Pet Ownership, Family Orientation.

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

The typical Lager fan in Germany is balanced, around 41.8 years old, with strong Pet Ownership tendencies and a notable affinity for Homebrewing.

Category: Food & Beverages · Type: Topic · Subtype: Alcohol

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 Lager profile in Germany.

Audience size
1.2M
in Germany
Gender
53.4%♀
46.6% male
Age
41.8
average years
Country rank
#5575
Topic in Germany
Fig. 01

Search interest · 12-month trend

-7%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Lager fans

53.4% are female, 46.6% are male, average age 41.8.

Fig. 02

Gender split

53.4%
Female
46.6%
Male
Demographic split for Lager audience in Germany
MetricValue
Female53.4%
Male46.6%
Average age41.8
Estimated audience size1,186,267
Fig. 03

Age distribution

Ø 41.8
average years
Age distribution of the Lager audience in Germany
Age bracketShare%
16-1912%
20-2917%
30-3924%
40-4928%
50+20%
Fig. 04

Worldwide distribution

4.1%

of the worldwide Lager audience comes from Germany.

Worldwide audience distribution share by country for Lager
CountryShare
Japan20.1%
United States11.7%
United Kingdom6.6%
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 Lager audience in Germany is strongest.

Fig. 05

Top regions by affinity

Lager fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~10K1.25×
02Hamburg~30K1.21×
03Nordrhein-Westfalen~300K1.11×
04Bayern~200K1.09×
05Hessen~100K1.05×
06Baden-Württemberg~200K1.04×
07Niedersachsen~100K1.02×
08Sachsen~60K1.00×
09Schleswig-Holstein~40K0.98×
10Rheinland-Pfalz~60K0.97×
11Berlin~50K0.97×
12Saarland~10K0.95×
13Sachsen-Anhalt~30K0.94×
14Brandenburg~30K0.90×
15Thüringen~30K0.85×
16Mecklenburg-Vorpommern~20K0.75×
Fig. 06

Affinity by region

Affinity by region — Lager, Germany
0.75×1.00×1.25×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lager audience
#·InterestCategoryAffinity×
01HomebrewingFood & Beverages8.22×
02AleFood & Beverages6.72×
03Beer festivalFood & Beverages4.44×
04MicrobreweryFood & Beverages4.13×
05Alles was zähltMovies & TV2.53×
06Gute Zeiten, schlechte ZeitenMovies & TV2.45×
07Bauer sucht FrauMovies & TV2.45×
08BUNTE.deInternet & Social Media2.41×
09Wetter.comHome & Garden2.39×
10Let's Dance (German TV series)Movies & TV2.34×
11BreweryFood & Beverages2.15×
12FOCUS OnlineNews2.12×
13GMX MailInternet & Social Media1.84×
14Spiegel OnlineNews1.76×
15PleitetickerNews1.76×
16RTL TelevisionMovies & TV1.66×
17BonprixShopping1.62×
18BildNews1.61×
19ParentKids & Family1.59×
20News magazineNews1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lager 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 Lager audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.02×
Family OrientationCONSERVATISM1.01×
ExtroversionTHRILL0.97×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lager audience · Rather not
TraitClusterDeviationScore
IndulgenceJOY0.54×
Quality AwarenessPREMIUM0.58×
Luxury OrientationPREMIUM0.58×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Lager have in Germany?

Lager has an estimated audience of 1,186,267 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Lager fans?

53.4% of Lager fans are female, 46.6% are male, with an average age of 41.8 years.

03

Which brands do Lager fans like most?

Lager fans show strongest brand affinity for Homebrewing (8.22×), Bild (1.61×), and Gute Zeiten, schlechte Zeiten (2.45×) over the country average.

04

Where do Lager fans live in Germany?

Lager fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), 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 Lager fans also like?

Beyond Lager itself, the audience over-indexes on Bild (1.61×), Gute Zeiten, schlechte Zeiten (2.45×), FOCUS Online (2.12×), and Wetter.com (2.39×) compared to the Germany average.

Appendix

Explore more audiences

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

More Alcohol audiences in Germany

See Lager audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →