Rascasse Audience Intelligence

Malt Audience in Germany

A data profile of the people who buy, follow and care about Malt in Germany — modelled from more than twelve digital signal sources. Malt has an estimated audience of 744,872 people in Germany.

#3756among Topic in Germany#405in Food & Beverages

The average Malt fan in Germany is 37.5 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Homebrewing, Scotch whisky, Chivas Regal, with strongest over-indexing on Homebrewing (33.82× 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, Community Orientation.

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

The typical Malt fan in Germany is more male, around 37.5 years old, with strong Indulgence tendencies and a notable affinity for Homebrewing.

Category: Food & Beverages · Type: Topic

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 Malt profile in Germany.

Audience size
745K
in Germany
Gender
28.5%♀
71.5% male
Age
37.5
average years
Country rank
#8427
Topic in Germany
Fig. 01

Search interest · 12-month trend

-11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Malt fans

28.5% are female, 71.5% are male, average age 37.5.

Fig. 02

Gender split

28.5%
Female
71.5%
Male
Demographic split for Malt audience in Germany
MetricValue
Female28.5%
Male71.5%
Average age37.5
Estimated audience size744,872
Fig. 03

Age distribution

Ø 37.5
average years
Age distribution of the Malt audience in Germany
Age bracketShare%
16-1922%
20-2922%
30-3921%
40-4921%
50+14%
Fig. 04

Worldwide distribution

2.4%

of the worldwide Malt audience comes from Germany.

Worldwide audience distribution share by country for Malt
CountryShare
United States30.7%
Brazil6.6%
United Kingdom5.6%
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 Malt audience in Germany is strongest.

Fig. 05

Top regions by affinity

Malt fans by region: top regions in Germany
#RegionReachAffinity×
01Brandenburg~60K2.52×
02Berlin~60K1.69×
03Bayern~100K1.18×
04Hamburg~20K1.15×
05Hessen~60K1.07×
06Baden-Württemberg~100K0.97×
07Bremen~6K0.94×
08Nordrhein-Westfalen~200K0.93×
09Sachsen~30K0.87×
10Rheinland-Pfalz~30K0.85×
11Schleswig-Holstein~20K0.85×
12Thüringen~20K0.85×
13Saarland~8K0.84×
14Mecklenburg-Vorpommern~10K0.80×
15Niedersachsen~60K0.79×
16Sachsen-Anhalt~10K0.74×
Fig. 06

Affinity by region

Affinity by region — Malt, Germany
0.74×1.00×2.52×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Malt audience
#·InterestCategoryAffinity×
01HomebrewingFood & Beverages33.82×
02Chivas RegalFood & Beverages32.82×
03The Glenlivet distilleryFood & Beverages28.82×
04Jameson Irish WhiskeyFood & Beverages20.08×
05Single malt scotchFood & Beverages19.25×
06Malt whiskyFood & Beverages18.10×
07EatalyFood & Beverages16.85×
08Scotch whiskyFood & Beverages15.42×
09Japanese whiskyFood & Beverages14.76×
10Drinking establishmentFood & Beverages14.63×
11Anheuser-Busch InBevFood & Beverages14.27×
12Hendrick's GinFood & Beverages13.24×
13Single malt whiskyFood & Beverages10.69×
14Draught beerFood & Beverages7.95×
15Beer festivalFood & Beverages7.16×
16BrewingFood & Beverages4.69×
17Distilled beverageFood & Beverages2.70×
18TransfermarktSports2.67×
19Müller (company)Food & Beverages2.16×
20TagesschauMovies & TV2.03×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Malt 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 Malt audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.54×
Community OrientationOPEN1.38×
PatriotismCONSERVATISM1.36×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Malt audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.67×
Family OrientationCONSERVATISM0.76×
DIY MentalityTHRILL0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Malt have in Germany?

Malt has an estimated audience of 744,872 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Malt fans?

28.5% of Malt fans are female, 71.5% are male, with an average age of 37.5 years.

03

Which brands do Malt fans like most?

Malt fans show strongest brand affinity for Homebrewing (33.82×), Scotch whisky (15.42×), and Chivas Regal (32.82×) over the country average.

04

Where do Malt fans live in Germany?

Malt fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Malt fans also like?

Beyond Malt itself, the audience over-indexes on Scotch whisky (15.42×), Chivas Regal (32.82×), Malt whisky (18.1×), and Drinking establishment (14.63×) compared to the Germany average.

Appendix

Explore more audiences

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

More Food & Beverages audiences in Germany

See Malt audiences in other countries

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.

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