Nescafé Target Market in Germany
A data profile of the people who buy, follow and care about Nescafé in Germany — modelled from more than twelve digital signal sources. Nescafé has an estimated audience of 447,460 people in Germany.
The average Nescafé fan in Germany is 39.0 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Sunday Natural, Peter Hahn, Bauhaus, with strongest over-indexing on Sunday Natural (12.35× the country average).
Demographically, the Nescafé audience skews more female with an average age of 39.0, and over-indexes on personality traits such as Indulgence, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Nescafé fan in Germany is more female, around 39.0 years old, with strong Indulgence tendencies and a notable affinity for Sunday Natural.
At a glance
The key figures that characterise the Nescafé profile in Germany.
Search interest · 12-month trend
Customer demographics of Nescafé
62.0% are female, 38.0% are male, average age 39.0.
Gender split
| Metric | Value |
|---|---|
| Female | 62.0% |
| Male | 38.0% |
| Average age | 39.0 |
| Estimated audience size | 447,460 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 18% |
Worldwide distribution
of the worldwide Nescafé audience comes from Germany.
| Country | Share |
|---|---|
| Indonesia | 8.0% |
| United States | 7.3% |
| Mexico | 6.0% |
Geography
Where the Nescafé audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hessen | ~50K | 1.47× | |
| 02 | Baden-Württemberg | ~80K | 1.29× | |
| 03 | Nordrhein-Westfalen | ~100K | 1.26× | |
| 04 | Hamburg | ~10K | 1.26× | |
| 05 | Bayern | ~80K | 1.17× | |
| 06 | Berlin | ~20K | 1.13× | |
| 07 | Bremen | ~4K | 1.10× | |
| 08 | Niedersachsen | ~40K | 1.01× | |
| 09 | Schleswig-Holstein | ~10K | 0.95× | |
| 10 | Saarland | ~5K | 0.94× | |
| 11 | Rheinland-Pfalz | ~20K | 0.88× | |
| 12 | Sachsen | ~20K | 0.77× | |
| 13 | Brandenburg | ~10K | 0.77× | |
| 14 | Thüringen | ~8K | 0.75× | |
| 15 | Sachsen-Anhalt | ~8K | 0.74× | |
| 16 | Mecklenburg-Vorpommern | ~6K | 0.74× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Nescafé audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Moulinex | Home & Garden | 52.84× | ||
| 02 | Neff GmbH | Home & Garden | 47.55× | ||
| 03 | Mocaccino | Food & Beverages | 28.21× | ||
| 04 | Campari | Food & Beverages | 22.37× | ||
| 05 | Aperol Spritz | Food & Beverages | 20.87× | ||
| 06 | Peter Hahn | Fashion & Accessoires | 19.30× | ||
| 07 | Smeg (appliances) | Home & Garden | 19.05× | ||
| 08 | Arabic coffee | Food & Beverages | 17.69× | ||
| 09 | Dolce Gusto | Food & Beverages | 17.69× | ||
| 10 | Coffee roasting | Food & Beverages | 14.50× | ||
| 11 | Espresso machine | Home & Garden | 13.78× | ||
| 12 | Grinch | Movies & TV | 13.21× | ||
| 13 | Small appliance | Technology & Electronics | 12.98× | ||
| 14 | Sunday Natural | Health | 12.35× | ||
| 15 | Nespresso | Food & Beverages | 11.62× | ||
| 16 | Microwave oven | Home & Garden | 9.36× | ||
| 17 | Coffeemaker | Home & Garden | 8.93× | ||
| 18 | Coffee preparation | Home & Garden | 7.54× | ||
| 19 | Bauhaus | Shopping | 5.78× | ||
| 20 | TK Maxx | Shopping | 4.74× |
Personality of the Nescafé 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 |
|---|---|---|---|
| Indulgence | JOY | 4.12× | |
| Quality Awareness | PREMIUM | 3.60× | |
| Design Affinity | PREMIUM | 2.38× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.09× | |
| Extroversion | THRILL | 1.18× | |
| Risk Appetite | THRILL | 1.18× |
Frequently asked questions
Who is Nescafé's target market in Germany?
Nescafé's target market in Germany covers an estimated 447,460 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Nescafé customers?
62.0% of the Nescafé audience are female, 38.0% are male, with an average age of 39.0 years.
Which brands do Nescafé fans like most?
Nescafé fans show strongest brand affinity for Sunday Natural (12.35×), Peter Hahn (19.3×), and Bauhaus (5.78×) over the country average.
Where do Nescafé fans live in Germany?
Nescafé fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~80K), and Baden-Württemberg (reach ~80K). These three regions account for the largest share of the active audience.
What other brands do Nescafé fans also like?
Beyond Nescafé itself, the audience over-indexes on Peter Hahn (19.3×), Bauhaus (5.78×), Aperol Spritz (20.87×), and Smeg (appliances) (19.05×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Coffee audiences in Germany
See Nescafé audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Nescafé. 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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