Matcha Audience in Germany
Matcha has an estimated audience of 629,314 people in Germany. 75.8% are female, 24.2% are male, average age 35.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Reading, Herbal tea, Green tea, Galatasaray S.K., Tea culture.
The average Matcha fan in Germany is 35.9 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Reading, Herbal tea, Green tea, with strongest over-indexing on Reading (1.8× the country average). Demographically, the Matcha audience skews more female with an average age of 35.9, and over-indexes on personality traits such as Sustainability, Design Affinity. 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 · Subtype: Beverage
Demographics of Matcha fans
| Metric | Value |
|---|---|
| Female | 75.8% |
| Male | 24.2% |
| Average age | 35.9 |
| Estimated audience size | 629,314 |
Audience persona
The typical Matcha fan in Germany is more female, around 35.9 years old, with strong Sustainability tendencies and a notable affinity for Reading.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 155,658 | 1.13× |
| Bayern | 124,623 | 1.23× |
| Baden-Württemberg | 94,132 | 1.1× |
| Niedersachsen | 56,664 | 0.93× |
| Hessen | 56,468 | 1.18× |
| Berlin | 48,141 | 1.71× |
| Sachsen | 27,994 | 0.91× |
| Rheinland-Pfalz | 27,320 | 0.87× |
| Hamburg | 21,771 | 1.53× |
| Schleswig-Holstein | 19,563 | 0.87× |
| Brandenburg | 14,933 | 0.76× |
| Thüringen | 11,649 | 0.73× |
| Sachsen-Anhalt | 10,658 | 0.65× |
| Mecklenburg-Vorpommern | 8,276 | 0.69× |
| Saarland | 5,983 | 0.77× |
| Bremen | 5,101 | 0.95× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Reading | 1.8× | Literature |
| Herbal tea | 8.51× | Food & Beverages |
| Green tea | 4.93× | Food & Beverages |
| Galatasaray S.K. | 1.86× | Sports |
| Tea culture | 12.29× | Food & Beverages |
| Sunday Natural | 2.44× | Health |
| Tea house | 13.24× | Food & Beverages |
| Hermès | 1.56× | Fashion & Accessoires |
| Rituals | 1.82× | Beauty & Wellness |
| Vitamin D | 2.75× | Health |
| Tea | 1.64× | Food & Beverages |
| Bubble tea | 7.89× | Food & Beverages |
| Iced tea | 6.84× | Food & Beverages |
| QVC | 1.7× | Movies & TV |
| Shop Apotheke | 1.65× | Shopping |
| Local food | 1.6× | Food & Beverages |
| DavidsTea | 33.86× | Food & Beverages |
| Skin care | 1.58× | Beauty & Wellness |
| Supernaturals | 2.1× | Health |
| Knitting | 1.61× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 1.83 |
| Design Affinity | PREMIUM | 1.57 |
| Healthy Lifestyle | BALANCE | 1.52 |
| Urban Lifestyle | OPEN | 1.5 |
| Creativity | OPEN | 1.49 |
| Indulgence | JOY | 1.41 |
Worldwide distribution
| Country | Share |
|---|---|
| Japan | 31.6% |
| United States | 10.1% |
| Taiwan | 7.9% |
See Matcha audiences in other countries
More Beverage audiences in Germany
- Water (9,647,518)
- Tea (9,075,569)
- Milk (5,601,346)
- Soft drinks (5,114,610)
- Espresso (4,901,022)
Frequently asked questions
How many fans does Matcha have in Germany?
Matcha has an estimated audience of 629,314 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Matcha fans?
75.8% of Matcha fans are female, 24.2% are male, with an average age of 35.9 years.
Which brands do Matcha fans like most?
Matcha fans show strongest brand affinity for Reading (1.8×), Herbal tea (8.51×), and Green tea (4.93×) over the country average.
Where do Matcha fans live in Germany?
Matcha fans in Germany are most concentrated in Nordrhein-Westfalen (reach 155,658), Bayern (reach 124,623), and Baden-Württemberg (reach 94,132). These three regions account for the largest share of the active audience.
What other brands do Matcha fans also like?
Beyond Matcha itself, the audience over-indexes on Herbal tea (8.51×), Green tea (4.93×), Galatasaray S.K. (1.86×), and Tea culture (12.29×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Matcha. 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.