Matcha Audience in Germany
A data profile of the people who buy, follow and care about Matcha in Germany — modelled from more than twelve digital signal sources. Matcha has an estimated audience of 629,314 people in Germany.
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, Sunday Natural, 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 Convenience Orientation, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Matcha fan in Germany is more female, around 35.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Reading.
At a glance
The key figures that characterise the Matcha profile in Germany.
Search interest · 12-month trend
Demographics of Matcha fans
75.8% are female, 24.2% are male, average age 35.9.
Gender split
| Metric | Value |
|---|---|
| Female | 75.8% |
| Male | 24.2% |
| Average age | 35.9 |
| Estimated audience size | 629,314 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 22% | |
| 30-39 | 19% | |
| 40-49 | 18% | |
| 50+ | 14% |
Worldwide distribution
of the worldwide Matcha audience comes from Germany.
| Country | Share |
|---|---|
| Japan | 31.5% |
| United States | 10.0% |
| Taiwan | 7.9% |
Geography
Where the Matcha audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~50K | 1.64× | |
| 02 | Hamburg | ~20K | 1.51× | |
| 03 | Bayern | ~100K | 1.23× | |
| 04 | Hessen | ~60K | 1.21× | |
| 05 | Nordrhein-Westfalen | ~200K | 1.12× | |
| 06 | Baden-Württemberg | ~100K | 1.11× | |
| 07 | Bremen | ~5K | 0.96× | |
| 08 | Sachsen | ~30K | 0.91× | |
| 09 | Niedersachsen | ~50K | 0.89× | |
| 10 | Rheinland-Pfalz | ~30K | 0.86× | |
| 11 | Schleswig-Holstein | ~20K | 0.81× | |
| 12 | Saarland | ~6K | 0.80× | |
| 13 | Thüringen | ~10K | 0.79× | |
| 14 | Brandenburg | ~20K | 0.78× | |
| 15 | Mecklenburg-Vorpommern | ~9K | 0.71× | |
| 16 | Sachsen-Anhalt | ~10K | 0.70× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Matcha audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | DavidsTea | Food & Beverages | 33.86× | ||
| 02 | Ramune | Food & Beverages | 24.50× | ||
| 03 | Tea house | Food & Beverages | 13.24× | ||
| 04 | Tea culture | Food & Beverages | 12.29× | ||
| 05 | Herbal tea | Food & Beverages | 8.51× | ||
| 06 | Bubble tea | Food & Beverages | 7.89× | ||
| 07 | Iced tea | Food & Beverages | 6.84× | ||
| 08 | Green tea | Food & Beverages | 4.93× | ||
| 09 | Vitamin D | Health | 2.75× | ||
| 10 | Sunday Natural | Health | 2.44× | ||
| 11 | Supernaturals | Health | 2.10× | ||
| 12 | Galatasaray S.K. | Sports | 1.86× | ||
| 13 | Rituals | Beauty & Wellness | 1.82× | ||
| 14 | Reading | Literature | 1.80× | ||
| 15 | QVC | Movies & TV | 1.70× | ||
| 16 | Shop Apotheke | Shopping | 1.65× | ||
| 17 | Tea | Food & Beverages | 1.64× | ||
| 18 | Local food | Food & Beverages | 1.60× | ||
| 19 | Skin care | Beauty & Wellness | 1.58× | ||
| 20 | Hermès | Fashion & Accessoires | 1.56× |
Personality of the Matcha audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.45× | |
| Indulgence | JOY | 1.40× | |
| Mindfulness | BALANCE | 1.34× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.83× | |
| Need for Security | CONSERVATISM | 0.97× | |
| Individualism | JOY | 0.99× |
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 Sunday Natural (2.44×) over the country average.
Where do Matcha fans live in Germany?
Matcha fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). 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×), Sunday Natural (2.44×), Galatasaray S.K. (1.86×), and Green tea (4.93×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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)
See Matcha audiences in other countries
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.
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