Rascasse Audience Intelligence

Waffle Audience in Germany

A data profile of the people who buy, follow and care about Waffle in Germany — modelled from more than twelve digital signal sources. Waffle has an estimated audience of 397,655 people in Germany.

#44among Sweet in Germany#5294among Topic in Germany#697in Food & Beverages

The average Waffle fan in Germany is 31.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Mikaela Shiffrin, Muffin, Pancake, with strongest over-indexing on Mikaela Shiffrin (14.45× the country average).

Demographically, the Waffle audience skews more female with an average age of 31.6, and over-indexes on personality traits such as Indulgence, Price Sensitivity.

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

The typical Waffle fan in Germany is more female, around 31.6 years old, with strong Indulgence tendencies and a notable affinity for Mikaela Shiffrin.

Category: Food & Beverages · Type: Topic · Subtype: Sweet

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 Waffle profile in Germany.

Audience size
398K
in Germany
Gender
72.4%♀
27.6% male
Age
31.6
average years
Country rank
#14080
Topic in Germany
Fig. 01

Search interest · 12-month trend

-25%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Waffle fans

72.4% are female, 27.6% are male, average age 31.6.

Fig. 02

Gender split

72.4%
Female
27.6%
Male
Demographic split for Waffle audience in Germany
MetricValue
Female72.4%
Male27.6%
Average age31.6
Estimated audience size397,655
Fig. 03

Age distribution

Ø 31.6
average years
Age distribution of the Waffle audience in Germany
Age bracketShare%
16-1941%
20-2921%
30-3916%
40-4914%
50+8%
Fig. 04

Worldwide distribution

1.7%

of the worldwide Waffle audience comes from Germany.

Worldwide audience distribution share by country for Waffle
CountryShare
United States22.9%
Japan10.2%
United Kingdom4.3%
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 Waffle audience in Germany is strongest.

Fig. 05

Top regions by affinity

Waffle fans by region: top regions in Germany
#RegionReachAffinity×
01Baden-Württemberg~70K1.28×
02Mecklenburg-Vorpommern~10K1.27×
03Nordrhein-Westfalen~100K1.23×
04Rheinland-Pfalz~20K1.23×
05Berlin~20K1.19×
06Hessen~30K1.14×
07Hamburg~10K1.07×
08Niedersachsen~40K1.06×
09Saarland~5K1.01×
10Schleswig-Holstein~10K1.00×
11Bayern~60K0.98×
12Bremen~3K0.90×
13Brandenburg~10K0.84×
14Thüringen~8K0.80×
15Sachsen~10K0.76×
16Sachsen-Anhalt~7K0.73×
Fig. 06

Affinity by region

Affinity by region — Waffle, Germany
0.73×1.00×1.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Waffle audience
#·InterestCategoryAffinity×
01Mikaela ShiffrinSports14.45×
02TiramisuFood & Beverages14.45×
03MuffinFood & Beverages11.32×
04PancakeFood & Beverages11.04×
05TakisFood & Beverages10.56×
06AnkerkrautFood & Beverages6.22×
07DoughnutFood & Beverages6.19×
08Chocolate brownieFood & Beverages4.96×
09Sunday BrunchKids & Family4.08×
10Non-alcoholic beverageFood & Beverages3.73×
11PastryFood & Beverages2.95×
12Alles was zähltMovies & TV2.62×
13ConfectioneryFood & Beverages2.55×
14Netto Marken-DiscountShopping2.03×
15Fast foodFood & Beverages1.88×
16TagesschauMovies & TV1.87×
17DeichmannShopping1.75×
18Müller (company)Food & Beverages1.73×
19RossmannShopping1.55×
20CHECK24Business & Career1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Waffle 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 Waffle audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.82×
Price SensitivityPREMIUM1.68×
Pet OwnershipJOY1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Waffle audience · Rather not
TraitClusterDeviationScore
Career OrientationPOWER0.77×
Risk AppetiteTHRILL0.81×
Sports ActivityPOWER0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Waffle have in Germany?

Waffle has an estimated audience of 397,655 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of Waffle fans?

72.4% of Waffle fans are female, 27.6% are male, with an average age of 31.6 years.

03

Which brands do Waffle fans like most?

Waffle fans show strongest brand affinity for Mikaela Shiffrin (14.45×), Muffin (11.32×), and Pancake (11.04×) over the country average.

04

Where do Waffle fans live in Germany?

Waffle fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Baden-Württemberg (reach ~70K), and Bayern (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Waffle fans also like?

Beyond Waffle itself, the audience over-indexes on Muffin (11.32×), Pancake (11.04×), Tagesschau (1.87×), and Netto Marken-Discount (2.03×) compared to the Germany average.

Appendix

Explore more audiences

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

More Sweet audiences in Germany

See Waffle audiences in other countries

How to read this data

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