Nespresso Audience in Germany
Nespresso has an estimated audience of 1,701,914 people in Germany. 57.9% are female, 42.1% are male, average age 40.2. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: McCafé, Outdoor recreation, Food, Coffee bean, 360.
The average Nespresso fan in Germany is 40.2 years old, more female, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include McCafé, Outdoor recreation, Food, with strongest over-indexing on McCafé (11.67× the country average). Demographically, the Nespresso audience skews more female with an average age of 40.2, and over-indexes on personality traits such as Quality Awareness, 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: Brand · Subtype: Coffee
Demographics of Nespresso fans
| Metric | Value |
|---|---|
| Female | 57.9% |
| Male | 42.1% |
| Average age | 40.2 |
| Estimated audience size | 1,701,914 |
Audience persona
The typical Nespresso fan in Germany is more female, around 40.2 years old, with strong Quality Awareness tendencies and a notable affinity for McCafé.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 430,616 | 1.57× |
| Nordrhein-Westfalen | 426,763 | 1.15× |
| Baden-Württemberg | 391,687 | 1.69× |
| Hessen | 199,005 | 1.53× |
| Niedersachsen | 144,702 | 0.88× |
| Rheinland-Pfalz | 97,885 | 1.15× |
| Berlin | 94,096 | 1.24× |
| Schleswig-Holstein | 56,735 | 0.93× |
| Hamburg | 51,829 | 1.35× |
| Sachsen | 49,349 | 0.59× |
| Brandenburg | 37,107 | 0.7× |
| Sachsen-Anhalt | 24,079 | 0.55× |
| Thüringen | 23,300 | 0.54× |
| Saarland | 18,516 | 0.89× |
| Mecklenburg-Vorpommern | 17,248 | 0.53× |
| Bremen | 10,604 | 0.73× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| McCafé | 11.67× | Food & Beverages |
| Outdoor recreation | 2.11× | Sports |
| Food | 1.89× | Food & Beverages |
| Coffee bean | 5.62× | Food & Beverages |
| 360 | 20.84× | Music & Radio |
| Coffeemaker | 5.63× | Home & Garden |
| Sports | 1.55× | Sports |
| Illy | 20.84× | Food & Beverages |
| Nestlé | 7.94× | Food & Beverages |
| Landscape design | 3.56× | Business & Career |
| Lavazza | 9.01× | Food & Beverages |
| coffee shop | 11.35× | Food & Beverages |
| Kitchenware | 3.33× | Home & Garden |
| Home Renovations | 4.41× | Home & Garden |
| Espresso machine | 5.79× | Home & Garden |
| Coffee preparation | 4.42× | Home & Garden |
| Specialty coffee | 5.99× | Food & Beverages |
| Coffea | 5.78× | Food & Beverages |
| Tchibo | 2.44× | Shopping |
| Espresso | 3.23× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 1.71 |
| Design Affinity | PREMIUM | 1.71 |
| Indulgence | JOY | 1.65 |
| Luxury Orientation | PREMIUM | 1.59 |
| Sustainability | BALANCE | 1.53 |
| DIY Mentality | THRILL | 1.5 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.9% |
| France | 8.8% |
| Italy | 7.4% |
See Nespresso audiences in other countries
More Coffee audiences in Germany
Frequently asked questions
How many fans does Nespresso have in Germany?
Nespresso has an estimated audience of 1,701,914 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Nespresso fans?
57.9% of Nespresso fans are female, 42.1% are male, with an average age of 40.2 years.
Which brands do Nespresso fans like most?
Nespresso fans show strongest brand affinity for McCafé (11.67×), Outdoor recreation (2.11×), and Food (1.89×) over the country average.
Where do Nespresso fans live in Germany?
Nespresso fans in Germany are most concentrated in Bayern (reach 430,616), Nordrhein-Westfalen (reach 426,763), and Baden-Württemberg (reach 391,687). These three regions account for the largest share of the active audience.
What other brands do Nespresso fans also like?
Beyond Nespresso itself, the audience over-indexes on Outdoor recreation (2.11×), Food (1.89×), Coffee bean (5.62×), and 360 (20.84×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Nespresso. 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.