Rascasse Audience Intelligence

Manuka honey Audience in Germany

A data profile of the people who buy, follow and care about Manuka honey in Germany — modelled from more than twelve digital signal sources. Manuka honey has an estimated audience of 1,958,959 people in Germany.

#1973among Topic in Germany#168in Food & Beverages

The average Manuka honey fan in Germany is 41.0 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Beekeeper, Tagesschau, Nature, with strongest over-indexing on Beekeeper (11.87× the country average).

Demographically, the Manuka honey audience skews more female with an average age of 41.0, and over-indexes on personality traits such as Mindfulness, Healthy Lifestyle.

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

The typical Manuka honey fan in Germany is more female, around 41.0 years old, with strong Mindfulness tendencies and a notable affinity for Beekeeper.

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 Manuka honey profile in Germany.

Audience size
2M
in Germany
Gender
69.4%♀
30.6% male
Age
41.0
average years
Country rank
#3441
Topic in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Manuka honey fans

69.4% are female, 30.6% are male, average age 41.0.

Fig. 02

Gender split

69.4%
Female
30.6%
Male
Demographic split for Manuka honey audience in Germany
MetricValue
Female69.4%
Male30.6%
Average age41.0
Estimated audience size1,958,959
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Manuka honey audience in Germany
Age bracketShare%
16-1916%
20-2917%
30-3920%
40-4924%
50+23%
Fig. 04

Worldwide distribution

65.4%

of the worldwide Manuka honey audience comes from Germany.

Worldwide audience distribution share by country for Manuka honey
CountryShare
Germany65.4%
Austria5.1%
Switzerland4.6%
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 Manuka honey audience in Germany is strongest.

Fig. 05

Top regions by affinity

Manuka honey fans by region: top regions in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~500K1.12×
02Baden-Württemberg~300K1.10×
03Hamburg~50K1.09×
04Hessen~200K1.07×
05Niedersachsen~200K1.04×
06Sachsen~100K1.04×
07Rheinland-Pfalz~100K1.01×
08Thüringen~50K1.00×
09Brandenburg~60K0.99×
10Sachsen-Anhalt~50K0.99×
11Bayern~300K0.96×
12Schleswig-Holstein~70K0.95×
13Saarland~20K0.95×
14Bremen~20K0.93×
15Berlin~80K0.92×
16Mecklenburg-Vorpommern~30K0.89×
Fig. 06

Affinity by region

Affinity by region — Manuka honey, Germany
0.89×1.00×1.12×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Manuka honey audience
#·InterestCategoryAffinity×
01Saturday Night FeverMovies & TV12.36×
02BeekeeperFood & Beverages11.87×
03Mila KunisMovies & TV6.43×
04SuperfoodFood & Beverages6.30×
05Lily JamesMovies & TV6.01×
06Jude LawMovies & TV5.89×
07HoneyFood & Beverages5.58×
08Non-alcoholic beverageFood & Beverages4.02×
09Alternative medicineBusiness & Career3.33×
10RefrigeratorHome & Garden2.23×
11FocusNews2.20×
12NatureHome & Garden2.02×
13DessertsFood & Beverages1.95×
14TagesschauMovies & TV1.92×
15Organic farmingFood & Beverages1.79×
16VacationsTravel & Leisure1.78×
17Netto Marken-DiscountShopping1.70×
18TattoosFashion & Accessoires1.66×
19Müller (company)Food & Beverages1.58×
20FamilyKids & Family1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Manuka honey 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 Manuka honey audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE1.74×
Healthy LifestyleBALANCE1.65×
SpiritualityBALANCE1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Manuka honey audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.96×
Career OrientationPOWER1.01×
Sports ActivityPOWER1.02×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Manuka honey have in Germany?

Manuka honey has an estimated audience of 1,958,959 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Manuka honey fans?

69.4% of Manuka honey fans are female, 30.6% are male, with an average age of 41.0 years.

03

Which brands do Manuka honey fans like most?

Manuka honey fans show strongest brand affinity for Beekeeper (11.87×), Tagesschau (1.92×), and Nature (2.02×) over the country average.

04

Where do Manuka honey fans live in Germany?

Manuka honey fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Manuka honey fans also like?

Beyond Manuka honey itself, the audience over-indexes on Tagesschau (1.92×), Nature (2.02×), Superfood (6.3×), and Mila Kunis (6.43×) 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 Manuka honey audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Manuka honey. 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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