Mug Audience in Germany
Mug has an estimated audience of 1,055,419 people in Germany. 68.6% are female, 31.4% are male, average age 38.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: D&R, Süper Lig, Ottolenghi, Harry Potter, Adoption.
The average Mug fan in Germany is 38.2 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include D&R, Süper Lig, Ottolenghi, with strongest over-indexing on D&R (16.85× the country average). Demographically, the Mug audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Design Affinity, 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 Mug fans
| Metric | Value |
|---|---|
| Female | 68.6% |
| Male | 31.4% |
| Average age | 38.2 |
| Estimated audience size | 1,055,419 |
Audience persona
The typical Mug fan in Germany is more female, around 38.2 years old, with strong Design Affinity tendencies and a notable affinity for D&R.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 237,779 | 1.03× |
| Bayern | 170,069 | 1× |
| Baden-Württemberg | 149,951 | 1.04× |
| Hessen | 123,418 | 1.53× |
| Niedersachsen | 97,349 | 0.95× |
| Berlin | 76,925 | 1.63× |
| Rheinland-Pfalz | 51,390 | 0.97× |
| Sachsen | 43,253 | 0.84× |
| Schleswig-Holstein | 33,573 | 0.89× |
| Hamburg | 30,621 | 1.28× |
| Brandenburg | 24,638 | 0.75× |
| Sachsen-Anhalt | 19,882 | 0.73× |
| Thüringen | 19,793 | 0.74× |
| Mecklenburg-Vorpommern | 13,815 | 0.69× |
| Saarland | 10,852 | 0.84× |
| Bremen | 9,896 | 1.1× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| D&R | 16.85× | Technology & Electronics |
| Süper Lig | 10.87× | Sports |
| Ottolenghi | 17.98× | Food & Beverages |
| Harry Potter | 1.74× | Movies & TV |
| Adoption | 7.04× | Kids & Family |
| Apartment hotel | 5.67× | Travel & Leisure |
| Ryanair | 2.54× | Travel & Leisure |
| Vegetable Gardening | 5.65× | Food & Beverages |
| Do it yourself (DIY) | 1.96× | Home & Garden |
| Fressnapf | 3.12× | Shopping |
| Tour de France | 4.9× | Sports |
| Pillow | 3.92× | Home & Garden |
| Etsy | 2.85× | Fashion & Accessoires |
| Staples (Canada) | 18.32× | Business & Career |
| Rolled oats | 10.73× | Food & Beverages |
| Shellac | 4.34× | Beauty & Wellness |
| Baby food | 2.69× | Kids & Family |
| Pet food | 2.32× | Pets & Animals |
| Bursaspor | 16.54× | Sports |
| Mother's Day | 2.91× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.78 |
| Sustainability | BALANCE | 1.62 |
| Indulgence | JOY | 1.6 |
| Individualism | JOY | 1.58 |
| Creativity | OPEN | 1.55 |
| Urban Lifestyle | OPEN | 1.51 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 33.8% |
| Japan | 5.7% |
| United Kingdom | 5.6% |
See Mug 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 Mug have in Germany?
Mug has an estimated audience of 1,055,419 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Mug fans?
68.6% of Mug fans are female, 31.4% are male, with an average age of 38.2 years.
Which brands do Mug fans like most?
Mug fans show strongest brand affinity for D&R (16.85×), Süper Lig (10.87×), and Ottolenghi (17.98×) over the country average.
Where do Mug fans live in Germany?
Mug fans in Germany are most concentrated in Nordrhein-Westfalen (reach 237,779), Bayern (reach 170,069), and Baden-Württemberg (reach 149,951). These three regions account for the largest share of the active audience.
What other brands do Mug fans also like?
Beyond Mug itself, the audience over-indexes on Süper Lig (10.87×), Ottolenghi (17.98×), Harry Potter (1.74×), and Adoption (7.04×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Mug. 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.