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: Homebrewing, Jotex, Satire, Malt whisky, Drinking establishment.
Top brand affinities include Homebrewing, Jotex, Satire, with strongest over-indexing on Homebrewing (35.44× 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 Homebrewing.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Homebrewing | 35.44× | Food & Beverages |
| Jotex | 78.71× | Shopping |
| Satire | 8.81× | Literature |
| Malt whisky | 16.59× | Food & Beverages |
| Drinking establishment | 14.49× | Food & Beverages |
| German television comedy | 7.92× | Movies & TV |
| Scotch whisky | 8.83× | Food & Beverages |
| Single malt whisky | 10× | Food & Beverages |
| Chivas Regal | 21.03× | Food & Beverages |
| FC Bayern Munich | 2.35× | Sports |
| Western Union | 4.94× | Business & Career |
| Allgäu | 6.9× | Travel & Leisure |
| Ryanair | 2.96× | Travel & Leisure |
| Borussia Dortmund | 1.61× | Sports |
| Single malt scotch | 20.63× | Food & Beverages |
| Transfermarkt | 2.82× | Sports |
| Livemusic | 3.2× | Music & Radio |
| Tagesschau | 1.89× | Movies & TV |
| Distilled beverage | 3.09× | Food & Beverages |
| Bundesliga | 1.84× | Sports |
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.