Oat Audience in Germany
Oat has an estimated audience of 374,923 people in Germany. 64.6% are female, 35.4% are male, average age 37.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Mikaela Shiffrin, Satire, Firefly (airline), Livemusic, Tagesschau.
The average Oat fan in Germany is 37.4 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Mikaela Shiffrin, Satire, Firefly (airline), with strongest over-indexing on Mikaela Shiffrin (15.88× the country average). Demographically, the Oat audience skews more female with an average age of 37.4, and over-indexes on personality traits such as Indulgence, Healthy Lifestyle. 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 Oat fans
| Metric | Value |
|---|---|
| Female | 64.6% |
| Male | 35.4% |
| Average age | 37.4 |
| Estimated audience size | 374,923 |
Audience persona
The typical Oat fan in Germany is more female, around 37.4 years old, with strong Indulgence tendencies and a notable affinity for Mikaela Shiffrin.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 90,980 | 1.11× |
| Bayern | 72,116 | 1.2× |
| Baden-Württemberg | 56,373 | 1.1× |
| Hessen | 40,923 | 1.43× |
| Niedersachsen | 35,045 | 0.96× |
| Berlin | 22,461 | 1.34× |
| Rheinland-Pfalz | 19,460 | 1.04× |
| Sachsen | 15,613 | 0.85× |
| Schleswig-Holstein | 12,874 | 0.96× |
| Hamburg | 10,256 | 1.21× |
| Brandenburg | 8,945 | 0.77× |
| Thüringen | 6,789 | 0.71× |
| Sachsen-Anhalt | 6,579 | 0.68× |
| Mecklenburg-Vorpommern | 5,330 | 0.74× |
| Saarland | 3,790 | 0.82× |
| Bremen | 3,466 | 1.08× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Mikaela Shiffrin | 15.88× | Sports |
| Satire | 6.11× | Literature |
| Firefly (airline) | 18.34× | Travel & Leisure |
| Livemusic | 3.95× | Music & Radio |
| Tagesschau | 2.13× | Movies & TV |
| Pets | 1.73× | Pets & Animals |
| German television comedy | 4.95× | Movies & TV |
| Spiegel Online | 1.86× | News |
| Albert Camus | 20× | Literature |
| Energy bar | 5.16× | Food & Beverages |
| Natural foods | 3.72× | Food & Beverages |
| Paleolithic diet | 5.84× | Health |
| Catering | 3.8× | Food & Beverages |
| Headphones | 4.38× | Technology & Electronics |
| REWE | 1.73× | Shopping |
| Veganism | 1.76× | Food & Beverages |
| Automobiles | 1.58× | Cars & Mobility |
| Cat food | 2.67× | Pets & Animals |
| Country rap | 4.41× | Music & Radio |
| Diet food | 5.69× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 2.03 |
| Healthy Lifestyle | BALANCE | 1.84 |
| Pet Ownership | JOY | 1.7 |
| Early Adopter Mentality | POWER | 1.56 |
| Sustainability | BALANCE | 1.52 |
| LGBTQ+ Identity | OPEN | 1.48 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 37.8% |
| United Kingdom | 10.1% |
| Canada | 4.2% |
See Oat 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 Oat have in Germany?
Oat has an estimated audience of 374,923 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Oat fans?
64.6% of Oat fans are female, 35.4% are male, with an average age of 37.4 years.
Which brands do Oat fans like most?
Oat fans show strongest brand affinity for Mikaela Shiffrin (15.88×), Satire (6.11×), and Firefly (airline) (18.34×) over the country average.
Where do Oat fans live in Germany?
Oat fans in Germany are most concentrated in Nordrhein-Westfalen (reach 90,980), Bayern (reach 72,116), and Baden-Württemberg (reach 56,373). These three regions account for the largest share of the active audience.
What other brands do Oat fans also like?
Beyond Oat itself, the audience over-indexes on Satire (6.11×), Firefly (airline) (18.34×), Livemusic (3.95×), and Tagesschau (2.13×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Oat. 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.