Maggi Audience in Germany
Maggi has an estimated audience of 569,940 people in Germany. 73.1% are female, 26.9% are male, average age 39.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Personal organizer, Kitchenware, Knorr (brand), Cookware and bakeware, Nestlé.
The average Maggi fan in Germany is 39.2 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Personal organizer, Kitchenware, Knorr (brand), with strongest over-indexing on Personal organizer (18.14× the country average). Demographically, the Maggi audience skews more female with an average age of 39.2, and over-indexes on personality traits such as Healthy Lifestyle, LGBTQ+ Identity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Food & Beverages · Type: Brand · Subtype: Spice
Demographics of Maggi fans
| Metric | Value |
|---|---|
| Female | 73.1% |
| Male | 26.9% |
| Average age | 39.2 |
| Estimated audience size | 569,940 |
Audience persona
The typical Maggi fan in Germany is more female, around 39.2 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Personal organizer.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 149,454 | 1.2× |
| Bayern | 85,656 | 0.93× |
| Baden-Württemberg | 80,493 | 1.04× |
| Niedersachsen | 62,017 | 1.12× |
| Hessen | 49,584 | 1.14× |
| Rheinland-Pfalz | 34,738 | 1.22× |
| Sachsen | 23,060 | 0.82× |
| Berlin | 21,077 | 0.83× |
| Schleswig-Holstein | 19,753 | 0.97× |
| Sachsen-Anhalt | 14,629 | 0.99× |
| Brandenburg | 14,259 | 0.81× |
| Thüringen | 12,974 | 0.89× |
| Saarland | 11,507 | 1.64× |
| Hamburg | 10,867 | 0.84× |
| Mecklenburg-Vorpommern | 7,710 | 0.71× |
| Bremen | 4,137 | 0.85× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Personal organizer | 18.14× | Fashion & Accessoires |
| Kitchenware | 7.17× | Home & Garden |
| Knorr (brand) | 19.95× | Food & Beverages |
| Cookware and bakeware | 7.22× | Home & Garden |
| Nestlé | 10.42× | Food & Beverages |
| Deichmann | 2.83× | Shopping |
| Rossmann | 2.74× | Shopping |
| QVC | 3.63× | Movies & TV |
| REWE | 2.28× | Shopping |
| Netto Marken-Discount | 2.32× | Shopping |
| Gala | 2.44× | News |
| Wetter.com | 2.52× | Home & Garden |
| Kaufland | 2.26× | Shopping |
| Business and industry | 1.51× | Business & Career |
| IKEA | 2.12× | Home & Garden |
| Ernsting's family | 3.64× | Shopping |
| Dishwashing | 26.97× | Home & Garden |
| Tchibo | 2.93× | Shopping |
| Bonprix | 2.94× | Shopping |
| Gute Zeiten, schlechte Zeiten | 2.99× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Healthy Lifestyle | BALANCE | 1.57 |
| LGBTQ+ Identity | OPEN | 1.57 |
| DIY Mentality | THRILL | 1.47 |
| Pet Ownership | JOY | 1.38 |
| Design Affinity | PREMIUM | 1.35 |
| Quality Awareness | PREMIUM | 1.28 |
Worldwide distribution
| Country | Share |
|---|---|
| India | 20.7% |
| Malaysia | 12.2% |
| Germany | 8.9% |
See Maggi audiences in other countries
More Spice audiences in Germany
Frequently asked questions
How many fans does Maggi have in Germany?
Maggi has an estimated audience of 569,940 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Maggi fans?
73.1% of Maggi fans are female, 26.9% are male, with an average age of 39.2 years.
Which brands do Maggi fans like most?
Maggi fans show strongest brand affinity for Personal organizer (18.14×), Kitchenware (7.17×), and Knorr (brand) (19.95×) over the country average.
Where do Maggi fans live in Germany?
Maggi fans in Germany are most concentrated in Nordrhein-Westfalen (reach 149,454), Bayern (reach 85,656), and Baden-Württemberg (reach 80,493). These three regions account for the largest share of the active audience.
What other brands do Maggi fans also like?
Beyond Maggi itself, the audience over-indexes on Kitchenware (7.17×), Knorr (brand) (19.95×), Cookware and bakeware (7.22×), and Nestlé (10.42×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Maggi. 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.