Malt Audience in Germany
Malt has an estimated audience of 744,872 people in Germany. 28.5% are female, 71.5% are male, average age 37.5. Top brand affinities: Haberler, Unique Gifts, Birthday Gifts, Dog breed, Home construction.
Top brand affinities include Haberler, Unique Gifts, Birthday Gifts, with strongest over-indexing on Haberler (6.32× the country average). Demographically, the Malt audience skews more male with an average age of 37.5, and over-indexes on personality traits such as Indulgence, Sports Activity.
Category: Food & Beverages · Type: Topic
Demographics of Malt fans
| Metric | Value |
|---|---|
| Female | 28.5% |
| Male | 71.5% |
| Average age | 37.5 |
| Estimated audience size | 744,872 |
Audience persona
The typical Malt fan in Germany is more male, around 37.5 years old, with strong Indulgence tendencies and a notable affinity for Haberler.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Haberler | 6.32× | News |
| Unique Gifts | 5.29× | Shopping |
| Birthday Gifts | 5.74× | Kids & Family |
| Dog breed | 2.26× | Pets & Animals |
| Home construction | 2.08× | Home & Garden |
| Progressive rock | 3.16× | Music & Radio |
| Artistic inspiration | 2.05× | Arts & Culture |
| Litter box | 1.63× | Pets & Animals |
| Natural rubber | 2.96× | Cars & Mobility |
| Stradivarius | 1.84× | Shopping |
| Esra Erol | 4.86× | Movies & TV |
| Graham Greene (actor) | 3.22× | |
| Knokke-Heist | 5.15× | Travel & Leisure |
| Business English | 2.06× | Business & Career |
| KLIX (AM) | 1.76× | Music & Radio |
| Kyung Hee University | 9.18× | Business & Career |
| Oliver Kahn | 2.35× | Sports |
| Loincloth | 1.79× | Fashion & Accessoires |
| Cambrils | 4.52× | Travel & Leisure |
| Home Delivery | 1.61× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.68 |
| Sports Activity | POWER | 1.42 |
| Pet Ownership | JOY | 1.36 |
| Patriotism | CONSERVATISM | 1.34 |
| Sustainability | BALANCE | 1.33 |
| Early Adopter Mentality | POWER | 1.29 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 30.7% |
| Brazil | 6.6% |
| United Kingdom | 5.6% |
See Malt audiences in other countries
More Food & Beverages audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
How to read this data
Audience size is the estimated number of people in Germany who actively search for Malt. 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.