Mars Audience in Germany
Mars has an estimated audience of 462,948 people in Germany. 60.3% are female, 39.7% are male, average age 38.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Alaska, Rossmann, Sailor, Esra Erol, Golden Gate.
The average Mars fan in Germany is 38.3 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Alaska, Rossmann, Sailor, with strongest over-indexing on Alaska (9.64× the country average). Demographically, the Mars audience skews more female with an average age of 38.3, and over-indexes on personality traits such as Pet Ownership, 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: Brand · Subtype: Chocolate & cookies
Demographics of Mars fans
| Metric | Value |
|---|---|
| Female | 60.3% |
| Male | 39.7% |
| Average age | 38.3 |
| Estimated audience size | 462,948 |
Audience persona
The typical Mars fan in Germany is more female, around 38.3 years old, with strong Pet Ownership tendencies and a notable affinity for Alaska.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 157,226 | 1.12× |
| Bayern | 100,310 | 0.97× |
| Baden-Württemberg | 82,406 | 0.94× |
| Niedersachsen | 56,941 | 0.91× |
| Hessen | 51,146 | 1.04× |
| Rheinland-Pfalz | 38,086 | 1.18× |
| Sachsen | 34,443 | 1.09× |
| Berlin | 32,549 | 1.13× |
| Schleswig-Holstein | 21,818 | 0.94× |
| Brandenburg | 18,755 | 0.94× |
| Thüringen | 16,116 | 0.98× |
| Hamburg | 14,627 | 1× |
| Sachsen-Anhalt | 14,305 | 0.86× |
| Mecklenburg-Vorpommern | 11,016 | 0.9× |
| Bremen | 6,589 | 1.2× |
| Saarland | 6,468 | 0.82× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Alaska | 9.64× | Travel & Leisure |
| Rossmann | 1.65× | Shopping |
| Sailor | 9.64× | Travel & Leisure |
| Esra Erol | 10.72× | Movies & TV |
| Golden Gate | 9.64× | Games |
| Jura Mountains | 9.64× | Travel & Leisure |
| Unique Gifts | 2.26× | Shopping |
| Collectable | 2.46× | Kids & Family |
| Boogie-woogie (dance) | 10.13× | Music & Radio |
| Snow White (Fables) | 3.21× | Literature |
| Birthday Gifts | 2.22× | Kids & Family |
| Haberler | 1.74× | News |
| Stradivarius | 1.97× | Shopping |
| Nebraska | 9.64× | Travel & Leisure |
| Food quality | 9.64× | Food & Beverages |
| Theocracy | 9.64× | Music & Radio |
| Gauri Khan | 9.64× | Movies & TV |
| Rajasthan | 9.64× | Travel & Leisure |
| Högl | 6.23× | Fashion & Accessoires |
| St Matthew Passion | 9.64× |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Pet Ownership | JOY | 2.46 |
| Sustainability | BALANCE | 1.77 |
| DIY Mentality | THRILL | 1.56 |
| Healthy Lifestyle | BALANCE | 1.3 |
| Sports Activity | POWER | 1.27 |
| LGBTQ+ Identity | OPEN | 1.26 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 26.7% |
| United Kingdom | 7.3% |
| Japan | 6.1% |
See Mars 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 Mars have in Germany?
Mars has an estimated audience of 462,948 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Mars fans?
60.3% of Mars fans are female, 39.7% are male, with an average age of 38.3 years.
Which brands do Mars fans like most?
Mars fans show strongest brand affinity for Alaska (9.64×), Rossmann (1.65×), and Sailor (9.64×) over the country average.
Where do Mars fans live in Germany?
Mars fans in Germany are most concentrated in Nordrhein-Westfalen (reach 157,226), Bayern (reach 100,310), and Baden-Württemberg (reach 82,406). These three regions account for the largest share of the active audience.
What other brands do Mars fans also like?
Beyond Mars itself, the audience over-indexes on Rossmann (1.65×), Sailor (9.64×), Esra Erol (10.72×), and Golden Gate (9.64×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Mars. 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.