M&M's Audience in Germany
M&M's has an estimated audience of 622,353 people in Germany. 61.4% are female, 38.6% are male, average age 34.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Convenience food, Business and industry, Netto Marken-Discount, Wetter.com, Ernsting's family.
The average M&M's fan in Germany is 34.3 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Convenience food, Business and industry, Netto Marken-Discount, with strongest over-indexing on Convenience food (13.21× the country average). Demographically, the M&M's audience skews more female with an average age of 34.3, and over-indexes on personality traits such as Convenience Orientation, Indulgence. 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: Chocolate & cookies
Demographics of M&M's fans
| Metric | Value |
|---|---|
| Female | 61.4% |
| Male | 38.6% |
| Average age | 34.3 |
| Estimated audience size | 622,353 |
Audience persona
The typical M&M's fan in Germany is more female, around 34.3 years old, with strong Convenience Orientation tendencies and a notable affinity for Convenience food.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 158,287 | 1.16× |
| Bayern | 101,025 | 1.01× |
| Baden-Württemberg | 91,553 | 1.08× |
| Niedersachsen | 63,923 | 1.06× |
| Hessen | 56,656 | 1.19× |
| Berlin | 33,581 | 1.21× |
| Rheinland-Pfalz | 30,330 | 0.97× |
| Sachsen | 26,125 | 0.86× |
| Schleswig-Holstein | 23,377 | 1.05× |
| Brandenburg | 17,301 | 0.9× |
| Hamburg | 17,292 | 1.23× |
| Sachsen-Anhalt | 13,576 | 0.84× |
| Thüringen | 12,940 | 0.82× |
| Mecklenburg-Vorpommern | 8,998 | 0.76× |
| Saarland | 6,451 | 0.84× |
| Bremen | 5,486 | 1.03× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Convenience food | 13.21× | Food & Beverages |
| Business and industry | 1.51× | Business & Career |
| Netto Marken-Discount | 1.99× | Shopping |
| Wetter.com | 2.12× | Home & Garden |
| Ernsting's family | 2.86× | Shopping |
| Gala | 1.81× | News |
| Deichmann | 1.95× | Shopping |
| Candy | 2.8× | Food & Beverages |
| Peanut | 11.08× | Food & Beverages |
| QVC | 2.36× | Movies & TV |
| Aral AG | 1.7× | Cars & Mobility |
| Bauhaus | 1.59× | Shopping |
| Bonprix | 2.14× | Shopping |
| Kaufland | 1.53× | Shopping |
| C&A | 1.99× | Shopping |
| Gute Zeiten, schlechte Zeiten | 2.07× | Movies & TV |
| Lieferando.de | 1.51× | Food & Beverages |
| Electronic funds transfer | 1.74× | Business & Career |
| Electronic data interchange | 3.2× | Technology & Electronics |
| CHECK24 | 1.6× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Convenience Orientation | PREMIUM | 2.32 |
| Indulgence | JOY | 1.37 |
| DIY Mentality | THRILL | 1.18 |
| Family Orientation | CONSERVATISM | 1.14 |
| Creativity | OPEN | 1.07 |
| Individualism | JOY | 1.07 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.4% |
| Brazil | 11.1% |
| United Kingdom | 5.7% |
See M&M's audiences in other countries
More Chocolate & cookies audiences in Germany
- Kinder (1,220,020)
- Milka (1,090,033)
- Ritter Sport (846,693)
- Ferrero SpA (726,876)
- Ferrero Rocher (716,465)
Frequently asked questions
How many fans does M&M's have in Germany?
M&M's has an estimated audience of 622,353 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of M&M's fans?
61.4% of M&M's fans are female, 38.6% are male, with an average age of 34.3 years.
Which brands do M&M's fans like most?
M&M's fans show strongest brand affinity for Convenience food (13.21×), Business and industry (1.51×), and Netto Marken-Discount (1.99×) over the country average.
Where do M&M's fans live in Germany?
M&M's fans in Germany are most concentrated in Nordrhein-Westfalen (reach 158,287), Bayern (reach 101,025), and Baden-Württemberg (reach 91,553). These three regions account for the largest share of the active audience.
What other brands do M&M's fans also like?
Beyond M&M's itself, the audience over-indexes on Business and industry (1.51×), Netto Marken-Discount (1.99×), Wetter.com (2.12×), and Ernsting's family (2.86×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for M&M's. 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.