Rascasse Audience Intelligence

Oat Audience in Germany

A data profile of the people who buy, follow and care about Oat in Germany — modelled from more than twelve digital signal sources. Oat has an estimated audience of 374,923 people in Germany.

#5474among Topic in Germany#732in Food & Beverages

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, Mymuesli, Breakfast cereal, with strongest over-indexing on Mikaela Shiffrin (16.89× 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 Pet Ownership, Early Adopter Mentality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Oat fan in Germany is more female, around 37.4 years old, with strong Pet Ownership tendencies and a notable affinity for Mikaela Shiffrin.

Category: Food & Beverages · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Oat profile in Germany.

Audience size
375K
in Germany
Gender
64.6%♀
35.4% male
Age
37.4
average years
Country rank
#14775
Topic in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Oat fans

64.6% are female, 35.4% are male, average age 37.4.

Fig. 02

Gender split

64.6%
Female
35.4%
Male
Demographic split for Oat audience in Germany
MetricValue
Female64.6%
Male35.4%
Average age37.4
Estimated audience size374,923
Fig. 03

Age distribution

Ø 37.4
average years
Age distribution of the Oat audience in Germany
Age bracketShare%
16-1922%
20-2921%
30-3923%
40-4921%
50+14%
Fig. 04

Worldwide distribution

2.0%

of the worldwide Oat audience comes from Germany.

Worldwide audience distribution share by country for Oat
CountryShare
United States37.8%
United Kingdom10.1%
Canada4.2%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Oat audience in Germany is strongest.

Fig. 05

Top regions by affinity

Oat fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~40K1.39×
02Berlin~20K1.27×
03Hamburg~10K1.19×
04Bayern~70K1.16×
05Bremen~4K1.11×
06Nordrhein-Westfalen~90K1.07×
07Baden-Württemberg~50K1.07×
08Rheinland-Pfalz~20K1.06×
09Schleswig-Holstein~10K0.96×
10Niedersachsen~30K0.94×
11Saarland~4K0.92×
12Sachsen~20K0.86×
13Brandenburg~9K0.81×
14Mecklenburg-Vorpommern~6K0.80×
15Thüringen~8K0.79×
16Sachsen-Anhalt~7K0.74×
Fig. 06

Affinity by region

Affinity by region — Oat, Germany
0.74×1.00×1.39×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Oat audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Oat audience
#·InterestCategoryAffinity×
01PorridgeFood & Beverages34.77×
02Breakfast cerealFood & Beverages21.22×
03Albert CamusLiterature20.00×
04Hachette (publisher)Literature20.00×
05Mikaela ShiffrinSports16.89×
06MymuesliFood & Beverages12.04×
07The Man in the High Castle (TV series)Movies & TV11.75×
08Dan AykroydMovies & TV10.95×
09Infineon TechnologiesTechnology & Electronics9.32×
10Paleolithic dietHealth7.36×
11Plant-based dietHealth5.83×
12Energy barFood & Beverages5.65×
13Diet foodFood & Beverages5.57×
14Chocolate brownieFood & Beverages5.43×
15PastryFood & Beverages3.55×
16Non-fiction booksLiterature3.46×
17Crime fictionLiterature3.16×
18LivemusicMusic & Radio2.03×
19TagesschauMovies & TV1.85×
20Netto Marken-DiscountShopping1.70×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Oat audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Oat audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.66×
Early Adopter MentalityPOWER1.63×
IndulgenceJOY1.60×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Oat audience · Rather not
TraitClusterDeviationScore
Family OrientationCONSERVATISM0.85×
CreativityOPEN0.89×
DIY MentalityTHRILL0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Oat fans like most?

Oat fans show strongest brand affinity for Mikaela Shiffrin (16.89×), Mymuesli (12.04×), and Breakfast cereal (21.22×) over the country average.

04

Where do Oat fans live in Germany?

Oat fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~90K), Bayern (reach ~70K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Oat fans also like?

Beyond Oat itself, the audience over-indexes on Mymuesli (12.04×), Breakfast cereal (21.22×), Paleolithic diet (7.36×), and Tagesschau (1.85×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Food & Beverages audiences in Germany

See Oat audiences in other countries

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.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →