Rascasse Audience Intelligence

Pepsi Target Market in Germany

A data profile of the people who buy, follow and care about Pepsi in Germany — modelled from more than twelve digital signal sources. Pepsi has an estimated audience of 482,834 people in Germany.

#7among Soft drinks in Germany#1571among Brand in Germany#584in Food & Beverages

The average Pepsi fan in Germany is 33.6 years old, more male, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Chicken (food), Fried chicken, Burger King, with strongest over-indexing on Chicken (food) (14.94× the country average).

Demographically, the Pepsi audience skews more male with an average age of 33.6, and over-indexes on personality traits such as Need for Security, Social Media Usage.

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

The typical Pepsi fan in Germany is more male, around 33.6 years old, with strong Need for Security tendencies and a notable affinity for Chicken (food).

Category: Food & Beverages · Type: Brand · Subtype: Soft drinks

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 Pepsi profile in Germany.

Audience size
483K
in Germany
Gender
40.0%♀
60.0% male
Age
33.6
average years
Country rank
#12087
Brand in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Pepsi

40.0% are female, 60.0% are male, average age 33.6.

Fig. 02

Gender split

40.0%
Female
60.0%
Male
Demographic split for Pepsi audience in Germany
MetricValue
Female40.0%
Male60.0%
Average age33.6
Estimated audience size482,834
Fig. 03

Age distribution

Ø 33.6
average years
Age distribution of the Pepsi audience in Germany
Age bracketShare%
16-1934%
20-2922%
30-3919%
40-4916%
50+10%
Fig. 04

Worldwide distribution

2.8%

of the worldwide Pepsi audience comes from Germany.

Worldwide audience distribution share by country for Pepsi
CountryShare
United States20.3%
Mexico5.1%
Brazil4.4%
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 Pepsi audience in Germany is strongest.

Fig. 05

Top regions by affinity

Pepsi customers by region in Germany
#RegionReachAffinity×
01Hessen~50K1.25×
02Hamburg~10K1.11×
03Bremen~5K1.11×
04Nordrhein-Westfalen~100K1.10×
05Rheinland-Pfalz~30K1.06×
06Berlin~20K1.04×
07Bayern~80K1.03×
08Baden-Württemberg~70K1.03×
09Niedersachsen~50K1.02×
10Schleswig-Holstein~20K1.00×
11Saarland~6K0.98×
12Mecklenburg-Vorpommern~8K0.89×
13Sachsen-Anhalt~10K0.87×
14Brandenburg~10K0.86×
15Thüringen~10K0.85×
16Sachsen~20K0.84×
Fig. 06

Affinity by region

Affinity by region — Pepsi, Germany
0.84×1.00×1.25×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Pepsi audience
#·InterestCategoryAffinity×
01Sprite (soft drink)Food & Beverages21.64×
02Chicken nuggetFood & Beverages20.01×
03Fried chickenFood & Beverages18.97×
04Chicken fingersFood & Beverages18.97×
05FantaFood & Beverages15.31×
06Chicken (food)Food & Beverages14.94×
07Buffalo wingFood & Beverages14.50×
08Carpet cleaningHome & Garden12.97×
09Pizza HutFood & Beverages10.67×
10Domino's PizzaFood & Beverages7.22×
11Haus des DönersFood & Beverages6.64×
12KFCFood & Beverages6.39×
13SubwayFood & Beverages5.32×
14Burger KingFood & Beverages5.31×
15Soft drinksFood & Beverages4.76×
16Galatasaray S.K.Sports3.29×
17McDonald'sFood & Beverages2.90×
18TikTokInternet & Social Media1.97×
19FIFA World CupSports1.95×
20Business and industryBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Pepsi 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 Pepsi audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.90×
Social Media UsageJOY1.38×
PatriotismCONSERVATISM1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Pepsi audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.66×
Quality AwarenessPREMIUM0.81×
IndividualismJOY0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Pepsi's target market in Germany?

Pepsi's target market in Germany covers an estimated 482,834 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Pepsi customers?

40.0% of the Pepsi audience are female, 60.0% are male, with an average age of 33.6 years.

03

Which brands do Pepsi fans like most?

Pepsi fans show strongest brand affinity for Chicken (food) (14.94×), Fried chicken (18.97×), and Burger King (5.31×) over the country average.

04

Where do Pepsi fans live in Germany?

Pepsi fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~80K), and Baden-Württemberg (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Pepsi fans also like?

Beyond Pepsi itself, the audience over-indexes on Fried chicken (18.97×), Burger King (5.31×), Carpet cleaning (12.97×), and Chicken nugget (20.01×) compared to the Germany average.

Appendix

Explore more audiences

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

More Soft drinks audiences in Germany

See Pepsi audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Pepsi. 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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