Wagyu Audience in Germany
A data profile of the people who buy, follow and care about Wagyu in Germany — modelled from more than twelve digital signal sources. Wagyu has an estimated audience of 471,760 people in Germany.
The average Wagyu fan in Germany is 40.0 years old, more male, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Salmon, Learning to read, Lamb and mutton, with strongest over-indexing on Salmon (29.86× the country average).
Demographically, the Wagyu audience skews more male with an average age of 40.0, and over-indexes on personality traits such as Healthy Lifestyle, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Wagyu fan in Germany is more male, around 40.0 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Salmon.
At a glance
The key figures that characterise the Wagyu profile in Germany.
Search interest · 12-month trend
Demographics of Wagyu fans
38.1% are female, 61.9% are male, average age 40.0.
Gender split
| Metric | Value |
|---|---|
| Female | 38.1% |
| Male | 61.9% |
| Average age | 40.0 |
| Estimated audience size | 471,760 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 19% | |
| 30-39 | 22% | |
| 40-49 | 23% | |
| 50+ | 20% |
Worldwide distribution
of the worldwide Wagyu audience comes from Germany.
| Country | Share |
|---|---|
| Japan | 35.5% |
| United States | 12.1% |
| Taiwan | 6.3% |
Geography
Where the Wagyu audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hessen | ~50K | 1.31× | |
| 02 | Hamburg | ~10K | 1.31× | |
| 03 | Bayern | ~100K | 1.28× | |
| 04 | Baden-Württemberg | ~80K | 1.21× | |
| 05 | Berlin | ~30K | 1.21× | |
| 06 | Nordrhein-Westfalen | ~100K | 1.13× | |
| 07 | Niedersachsen | ~50K | 0.99× | |
| 08 | Rheinland-Pfalz | ~20K | 0.96× | |
| 09 | Schleswig-Holstein | ~20K | 0.94× | |
| 10 | Bremen | ~4K | 0.93× | |
| 11 | Sachsen | ~20K | 0.87× | |
| 12 | Saarland | ~5K | 0.87× | |
| 13 | Thüringen | ~10K | 0.83× | |
| 14 | Brandenburg | ~10K | 0.78× | |
| 15 | Mecklenburg-Vorpommern | ~7K | 0.78× | |
| 16 | Sachsen-Anhalt | ~9K | 0.72× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Wagyu audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Salmon | Food & Beverages | 29.86× | ||
| 02 | Kobe | Travel & Leisure | 29.66× | ||
| 03 | Tuna | Food & Beverages | 24.07× | ||
| 04 | Lobster | Food & Beverages | 22.09× | ||
| 05 | Lamb and mutton | Pets & Animals | 20.89× | ||
| 06 | Learning to read | Kids & Family | 19.79× | ||
| 07 | Oyster | Pets & Animals | 19.70× | ||
| 08 | Crab | Pets & Animals | 16.15× | ||
| 09 | Trout | Pets & Animals | 15.73× | ||
| 10 | Fish and chips | Food & Beverages | 14.17× | ||
| 11 | Koi | Pets & Animals | 13.08× | ||
| 12 | Folic acid | Health | 10.38× | ||
| 13 | Smoked meat | Food & Beverages | 8.48× | ||
| 14 | IServ | Technology & Electronics | 7.21× | ||
| 15 | Sausage | Food & Beverages | 6.23× | ||
| 16 | Steakhouse | Food & Beverages | 5.66× | ||
| 17 | Dinner | Food & Beverages | 5.15× | ||
| 18 | Catering | Food & Beverages | 4.98× | ||
| 19 | Pet store | Pets & Animals | 4.95× | ||
| 20 | Doll | Kids & Family | 3.92× |
Personality of the Wagyu audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.83× | |
| Tradition | CONSERVATISM | 1.60× | |
| Indulgence | JOY | 1.51× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.81× | |
| Patriotism | CONSERVATISM | 0.86× | |
| Early Adopter Mentality | POWER | 0.92× |
Frequently asked questions
How many fans does Wagyu have in Germany?
Wagyu has an estimated audience of 471,760 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Wagyu fans?
38.1% of Wagyu fans are female, 61.9% are male, with an average age of 40.0 years.
Which brands do Wagyu fans like most?
Wagyu fans show strongest brand affinity for Salmon (29.86×), Learning to read (19.79×), and Lamb and mutton (20.89×) over the country average.
Where do Wagyu fans live in Germany?
Wagyu fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~100K), and Baden-Württemberg (reach ~80K). These three regions account for the largest share of the active audience.
What other brands do Wagyu fans also like?
Beyond Wagyu itself, the audience over-indexes on Learning to read (19.79×), Lamb and mutton (20.89×), Trout (15.73×), and IServ (7.21×) compared to the Germany average.
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How to read this data
Audience size is the estimated number of people in Germany who actively search for Wagyu. 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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