Starbucks Audience in Germany
Starbucks has an estimated audience of 5,816,632 people in Germany. 61.5% are female, 38.5% are male, average age 36.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Iced coffee, Food, Coffeemaker, Coffee preparation, Harry Potter.
The average Starbucks fan in Germany is 36.4 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Iced coffee, Food, Coffeemaker, with strongest over-indexing on Iced coffee (13.37× the country average). Demographically, the Starbucks audience skews more female with an average age of 36.4, and over-indexes on personality traits such as Sustainability, Indulgence. 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 Starbucks fans
| Metric | Value |
|---|---|
| Female | 61.5% |
| Male | 38.5% |
| Average age | 36.4 |
| Estimated audience size | 5,816,632 |
Audience persona
The typical Starbucks fan in Germany is more female, around 36.4 years old, with strong Sustainability tendencies and a notable affinity for Iced coffee.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,361,280 | 1.07× |
| Bayern | 1,359,704 | 1.45× |
| Baden-Württemberg | 820,694 | 1.03× |
| Hessen | 589,350 | 1.33× |
| Berlin | 583,252 | 2.24× |
| Niedersachsen | 430,456 | 0.76× |
| Rheinland-Pfalz | 267,541 | 0.92× |
| Sachsen | 261,058 | 0.92× |
| Hamburg | 188,417 | 1.43× |
| Schleswig-Holstein | 155,605 | 0.75× |
| Brandenburg | 127,412 | 0.71× |
| Sachsen-Anhalt | 90,750 | 0.6× |
| Thüringen | 73,599 | 0.5× |
| Mecklenburg-Vorpommern | 56,856 | 0.51× |
| Bremen | 53,447 | 1.07× |
| Saarland | 50,349 | 0.7× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Iced coffee | 13.37× | Food & Beverages |
| Food | 1.83× | Food & Beverages |
| Coffeemaker | 6.45× | Home & Garden |
| Coffee preparation | 5.45× | Home & Garden |
| Harry Potter | 1.72× | Movies & TV |
| Arts and music | 1.5× | Arts & Culture |
| Movies | 1.59× | Movies & TV |
| Arabic coffee | 7.91× | Food & Beverages |
| McCafé | 7.28× | Food & Beverages |
| Coffee roasting | 6.32× | Food & Beverages |
| Espresso | 3.39× | Food & Beverages |
| Frappuccino | 13.47× | Food & Beverages |
| Mocaccino | 11.24× | Food & Beverages |
| IKEA | 1.6× | Home & Garden |
| Specialty coffee | 5.59× | Food & Beverages |
| Espresso machine | 5.28× | Home & Garden |
| Hermès | 1.98× | Fashion & Accessoires |
| Temu | 2.25× | Shopping |
| Vegetarian cuisine | 2.17× | Food & Beverages |
| Costco | 8.06× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 1.58 |
| Indulgence | JOY | 1.53 |
| Design Affinity | PREMIUM | 1.5 |
| Healthy Lifestyle | BALANCE | 1.4 |
| DIY Mentality | THRILL | 1.4 |
| Price Sensitivity | PREMIUM | 1.39 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 29.2% |
| Japan | 9.2% |
| China | 6.3% |
See Starbucks audiences in other countries
More Coffee audiences in Germany
Frequently asked questions
How many fans does Starbucks have in Germany?
Starbucks has an estimated audience of 5,816,632 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Starbucks fans?
61.5% of Starbucks fans are female, 38.5% are male, with an average age of 36.4 years.
Which brands do Starbucks fans like most?
Starbucks fans show strongest brand affinity for Iced coffee (13.37×), Food (1.83×), and Coffeemaker (6.45×) over the country average.
Where do Starbucks fans live in Germany?
Starbucks fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,361,280), Bayern (reach 1,359,704), and Baden-Württemberg (reach 820,694). These three regions account for the largest share of the active audience.
What other brands do Starbucks fans also like?
Beyond Starbucks itself, the audience over-indexes on Food (1.83×), Coffeemaker (6.45×), Coffee preparation (5.45×), and Harry Potter (1.72×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Starbucks. 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.