Manuka honey Audience in Germany
Manuka honey has an estimated audience of 1,906,803 people in Germany. 70.3% are female, 29.7% are male, average age 40.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Western Union, Honey bee, Beekeeper, Tagesschau, Jotex.
The average Manuka honey fan in Germany is 40.4 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Western Union, Honey bee, Beekeeper, with strongest over-indexing on Western Union (6.49× the country average). Demographically, the Manuka honey audience skews more female with an average age of 40.4, and over-indexes on personality traits such as Healthy Lifestyle, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Food & Beverages · Type: Topic
Demographics of Manuka honey fans
| Metric | Value |
|---|---|
| Female | 70.3% |
| Male | 29.7% |
| Average age | 40.4 |
| Estimated audience size | 1,906,803 |
Audience persona
The typical Manuka honey fan in Germany is more female, around 40.4 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Western Union.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 488,185 | 1.17× |
| Bayern | 308,519 | 1.01× |
| Baden-Württemberg | 296,340 | 1.14× |
| Niedersachsen | 193,977 | 1.05× |
| Hessen | 164,513 | 1.13× |
| Rheinland-Pfalz | 97,116 | 1.02× |
| Sachsen | 92,108 | 0.98× |
| Berlin | 83,506 | 0.98× |
| Schleswig-Holstein | 63,269 | 0.92× |
| Brandenburg | 56,816 | 0.96× |
| Hamburg | 49,757 | 1.15× |
| Sachsen-Anhalt | 45,105 | 0.91× |
| Thüringen | 44,697 | 0.92× |
| Mecklenburg-Vorpommern | 30,477 | 0.84× |
| Saarland | 20,928 | 0.89× |
| Bremen | 15,011 | 0.92× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Western Union | 6.49× | Business & Career |
| Honey bee | 14.34× | Pets & Animals |
| Beekeeper | 10.81× | Food & Beverages |
| Tagesschau | 1.86× | Movies & TV |
| Jotex | 20.18× | Shopping |
| Real property | 4.14× | Home & Garden |
| Pets | 1.59× | Pets & Animals |
| Superfood | 6.21× | Food & Beverages |
| Lily James | 9.12× | Movies & TV |
| Self care | 2.72× | Health |
| Family | 1.55× | Kids & Family |
| Mila Kunis | 6.49× | Movies & TV |
| Vacations | 2.08× | Travel & Leisure |
| Honey | 5.65× | Food & Beverages |
| Do it yourself (DIY) | 1.61× | Home & Garden |
| Netto Marken-Discount | 1.62× | Shopping |
| REWE | 1.56× | Shopping |
| Storm of Love | 2.76× | Movies & TV |
| Hygiene | 2.24× | Beauty & Wellness |
| Cat food | 2.41× | Pets & Animals |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Healthy Lifestyle | BALANCE | 1.75 |
| Sustainability | BALANCE | 1.65 |
| Mindfulness | BALANCE | 1.57 |
| Indulgence | JOY | 1.51 |
| Sports Activity | POWER | 1.49 |
| Pet Ownership | JOY | 1.45 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 65.3% |
| Austria | 5.2% |
| Switzerland | 4.9% |
See Manuka honey 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)
Frequently asked questions
How many fans does Manuka honey have in Germany?
Manuka honey has an estimated audience of 1,906,803 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Manuka honey fans?
70.3% of Manuka honey fans are female, 29.7% are male, with an average age of 40.4 years.
Which brands do Manuka honey fans like most?
Manuka honey fans show strongest brand affinity for Western Union (6.49×), Honey bee (14.34×), and Beekeeper (10.81×) over the country average.
Where do Manuka honey fans live in Germany?
Manuka honey fans in Germany are most concentrated in Nordrhein-Westfalen (reach 488,185), Bayern (reach 308,519), and Baden-Württemberg (reach 296,340). These three regions account for the largest share of the active audience.
What other brands do Manuka honey fans also like?
Beyond Manuka honey itself, the audience over-indexes on Honey bee (14.34×), Beekeeper (10.81×), Tagesschau (1.86×), and Jotex (20.18×) compared to the Germany average.
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.