Rascasse Audience Intelligence

Subway Target Market in Germany

A data profile of the people who buy, follow and care about Subway in Germany — modelled from more than twelve digital signal sources. Subway has an estimated audience of 5,941,173 people in Germany.

#3among Fast food restaurants in Germany#106among Brand in Germany#46in Food & Beverages

The average Subway fan in Germany is 32.8 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Burger King, KFC, McDonald's, with strongest over-indexing on Burger King (4.57× the country average).

Demographically, the Subway audience skews balanced with an average age of 32.8, and over-indexes on personality traits such as Individualism, 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 Subway fan in Germany is balanced, around 32.8 years old, with strong Individualism tendencies and a notable affinity for Burger King.

Category: Food & Beverages · Type: Brand · Subtype: Fast food restaurants

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 Subway profile in Germany.

Audience size
5.9M
in Germany
Gender
45.9%♀
54.1% male
Age
32.8
average years
Country rank
#806
Brand in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Subway

45.9% are female, 54.1% are male, average age 32.8.

Fig. 02

Gender split

45.9%
Female
54.1%
Male
Demographic split for Subway audience in Germany
MetricValue
Female45.9%
Male54.1%
Average age32.8
Estimated audience size5,941,173
Fig. 03

Age distribution

Ø 32.8
average years
Age distribution of the Subway audience in Germany
Age bracketShare%
16-1933%
20-2926%
30-3920%
40-4915%
50+7%
Fig. 04

Worldwide distribution

4.9%

of the worldwide Subway audience comes from Germany.

Worldwide audience distribution share by country for Subway
CountryShare
United States44.4%
Brazil6.0%
United Kingdom5.8%
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 Subway audience in Germany is strongest.

Fig. 05

Top regions by affinity

Subway customers by region in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~200K1.23×
02Bayern~1M1.20×
03Niedersachsen~700K1.20×
04Bremen~60K1.17×
05Nordrhein-Westfalen~1.5M1.16×
06Hamburg~100K1.14×
07Baden-Württemberg~900K1.13×
08Rheinland-Pfalz~300K1.12×
09Sachsen~300K1.03×
10Hessen~400K0.99×
11Thüringen~100K0.91×
12Saarland~60K0.88×
13Berlin~200K0.85×
14Mecklenburg-Vorpommern~90K0.81×
15Schleswig-Holstein~100K0.66×
16Brandenburg~100K0.56×
Fig. 06

Affinity by region

Affinity by region — Subway, Germany
0.56×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Subway audience
#·InterestCategoryAffinity×
01Fried chickenFood & Beverages8.73×
02Buffalo wingFood & Beverages6.87×
03Domino's PizzaFood & Beverages6.14×
04SandwichFood & Beverages5.89×
05Pizza HutFood & Beverages5.80×
06CheeseburgerFood & Beverages5.66×
07KFCFood & Beverages5.33×
08Burger KingFood & Beverages4.57×
09Entry-level jobBusiness & Career3.33×
10McDonald'sFood & Beverages2.69×
11RossmannShopping2.06×
12TwitchGames2.03×
13Sustainable energyHome & Garden2.01×
14Renewable energyBusiness & Career1.84×
15TikTokInternet & Social Media1.71×
16Fast foodFood & Beverages1.71×
17FIFA World CupSports1.60×
18SV Werder BremenSports1.59×
19Lieferando.deFood & Beverages1.59×
20Müller (company)Food & Beverages1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Subway 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 Subway audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.32×
Early Adopter MentalityPOWER1.28×
Social Media UsageJOY1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Subway audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.73×
MindfulnessBALANCE0.78×
Design AffinityPREMIUM0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Subway's target market in Germany?

Subway's target market in Germany covers an estimated 5,941,173 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Subway customers?

45.9% of the Subway audience are female, 54.1% are male, with an average age of 32.8 years.

03

Which brands do Subway fans like most?

Subway fans show strongest brand affinity for Burger King (4.57×), KFC (5.33×), and McDonald's (2.69×) over the country average.

04

Where do Subway fans live in Germany?

Subway fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~1M), and Baden-Württemberg (reach ~900K). These three regions account for the largest share of the active audience.

05

What other brands do Subway fans also like?

Beyond Subway itself, the audience over-indexes on KFC (5.33×), McDonald's (2.69×), Sandwich (5.89×), and Fried chicken (8.73×) compared to the Germany average.

Appendix

Explore more audiences

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

More Fast food restaurants audiences in Germany

See Subway audiences in other countries

How to read this data

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