Rascasse Audience Intelligence

Lavazza Target Market in Germany

A data profile of the people who buy, follow and care about Lavazza in Germany — modelled from more than twelve digital signal sources. Lavazza has an estimated audience of 824,512 people in Germany.

#3among Coffee in Germany#1003among Brand in Germany#370in Food & Beverages

The average Lavazza fan in Germany is 41.3 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include McCafé, Illy, 360, with strongest over-indexing on McCafé (32.35× the country average).

Demographically, the Lavazza audience skews more female with an average age of 41.3, 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 Lavazza fan in Germany is more female, around 41.3 years old, with strong Quality Awareness tendencies and a notable affinity for McCafé.

Category: Food & Beverages · Type: Brand · Subtype: Coffee

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 Lavazza profile in Germany.

Audience size
825K
in Germany
Gender
57.4%♀
42.6% male
Age
41.3
average years
Country rank
#7685
Brand in Germany
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Lavazza

57.4% are female, 42.6% are male, average age 41.3.

Fig. 02

Gender split

57.4%
Female
42.6%
Male
Demographic split for Lavazza audience in Germany
MetricValue
Female57.4%
Male42.6%
Average age41.3
Estimated audience size824,512
Fig. 03

Age distribution

Ø 41.3
average years
Age distribution of the Lavazza audience in Germany
Age bracketShare%
16-1913%
20-2918%
30-3923%
40-4926%
50+20%
Fig. 04

Worldwide distribution

9.0%

of the worldwide Lavazza audience comes from Germany.

Worldwide audience distribution share by country for Lavazza
CountryShare
Italy16.8%
United States13.7%
Germany9.0%
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 Lavazza audience in Germany is strongest.

Fig. 05

Top regions by affinity

Lavazza customers by region in Germany
#RegionReachAffinity×
01Bayern~200K1.53×
02Baden-Württemberg~200K1.45×
03Hessen~90K1.38×
04Nordrhein-Westfalen~200K1.18×
05Rheinland-Pfalz~50K1.16×
06Saarland~10K1.13×
07Berlin~40K1.08×
08Hamburg~20K0.91×
09Bremen~6K0.90×
10Niedersachsen~70K0.87×
11Sachsen-Anhalt~20K0.86×
12Brandenburg~20K0.84×
13Thüringen~20K0.81×
14Sachsen~30K0.72×
15Schleswig-Holstein~20K0.69×
16Mecklenburg-Vorpommern~10K0.67×
Fig. 06

Affinity by region

Affinity by region — Lavazza, Germany
0.67×1.00×1.53×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lavazza audience
#·InterestCategoryAffinity×
01IllyFood & Beverages55.78×
02360Music & Radio55.78×
03SegafredoFood & Beverages46.94×
04Organic coffeeFood & Beverages45.82×
05McCaféFood & Beverages32.35×
06Blue Bottle Coffee CompanyFood & Beverages30.66×
07Costa CoffeeFood & Beverages26.22×
08BialettiHome & Garden24.06×
09NescaféFood & Beverages19.30×
10coffee shopFood & Beverages19.05×
11Coffee cupHome & Garden17.39×
12Dolce GustoFood & Beverages16.18×
13TassimoFood & Beverages15.82×
14NespressoFood & Beverages10.82×
15ZooplusPets & Animals8.91×
16GrinchMovies & TV8.52×
17PaybackShopping5.12×
18EspressoFood & Beverages4.62×
19BauhausShopping2.71×
20Outdoor recreationSports2.11×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lavazza 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 Lavazza audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.52×
Healthy LifestyleBALANCE2.20×
IndulgenceJOY1.93×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lavazza audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.81×
PatriotismCONSERVATISM1.03×
Early Adopter MentalityPOWER1.07×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Lavazza's target market in Germany?

Lavazza's target market in Germany covers an estimated 824,512 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Lavazza customers?

57.4% of the Lavazza audience are female, 42.6% are male, with an average age of 41.3 years.

03

Which brands do Lavazza fans like most?

Lavazza fans show strongest brand affinity for McCafé (32.35×), Illy (55.78×), and 360 (55.78×) over the country average.

04

Where do Lavazza fans live in Germany?

Lavazza fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), 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 Lavazza fans also like?

Beyond Lavazza itself, the audience over-indexes on Illy (55.78×), 360 (55.78×), Segafredo (46.94×), and Bialetti (24.06×) compared to the Germany average.

Appendix

Explore more audiences

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

More Coffee audiences in Germany

See Lavazza audiences in other countries

How to read this data

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