Wheat Audience in Germany
Wheat has an estimated audience of 1,665,173 people in Germany. 51.2% are female, 48.8% are male, average age 40.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Jotex, Beck, Satire, Tagesschau, German television comedy.
The average Wheat fan in Germany is 40.5 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Jotex, Beck, Satire, with strongest over-indexing on Jotex (78.71× the country average). Demographically, the Wheat audience skews balanced with an average age of 40.5, and over-indexes on personality traits such as Indulgence, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Food & Beverages · Type: Topic
Demographics of Wheat fans
| Metric | Value |
|---|---|
| Female | 51.2% |
| Male | 48.8% |
| Average age | 40.5 |
| Estimated audience size | 1,665,173 |
Audience persona
The typical Wheat fan in Germany is balanced, around 40.5 years old, with strong Indulgence tendencies and a notable affinity for Jotex.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 358,400 | 0.98× |
| Bayern | 330,021 | 1.23× |
| Baden-Württemberg | 276,094 | 1.22× |
| Niedersachsen | 187,644 | 1.16× |
| Hessen | 135,374 | 1.07× |
| Sachsen | 104,656 | 1.28× |
| Rheinland-Pfalz | 82,132 | 0.98× |
| Schleswig-Holstein | 61,828 | 1.03× |
| Berlin | 59,244 | 0.8× |
| Brandenburg | 43,586 | 0.84× |
| Sachsen-Anhalt | 42,924 | 0.99× |
| Thüringen | 41,005 | 0.97× |
| Hamburg | 37,992 | 1.01× |
| Mecklenburg-Vorpommern | 34,692 | 1.09× |
| Saarland | 14,173 | 0.69× |
| Bremen | 9,202 | 0.65× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Jotex | 78.71× | Shopping |
| Beck | 19.77× | Music & Radio |
| Satire | 6.67× | Literature |
| Tagesschau | 2.43× | Movies & TV |
| German television comedy | 5.89× | Movies & TV |
| Western Union | 4.12× | Business & Career |
| Allgäu | 5.79× | Travel & Leisure |
| Spiegel Online | 2.1× | News |
| Pets | 1.73× | Pets & Animals |
| Livemusic | 2.95× | Music & Radio |
| Transfermarkt | 2.4× | Sports |
| Do it yourself (DIY) | 1.88× | Home & Garden |
| Energy bar | 5.07× | Food & Beverages |
| Automobiles | 1.67× | Cars & Mobility |
| Fast food | 2.21× | Food & Beverages |
| Real property | 3.52× | Home & Garden |
| Westdeutscher Rundfunk | 2.78× | Movies & TV |
| Organic farming | 2.49× | Food & Beverages |
| John Deere | 5.29× | Cars & Mobility |
| REWE | 1.58× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.88 |
| DIY Mentality | THRILL | 1.7 |
| Sustainability | BALANCE | 1.63 |
| Healthy Lifestyle | BALANCE | 1.6 |
| Design Affinity | PREMIUM | 1.46 |
| Pet Ownership | JOY | 1.44 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.6% |
| Italy | 9.5% |
| Brazil | 5.2% |
See Wheat audiences in other countries
More Food & Beverages audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Wheat have in Germany?
Wheat has an estimated audience of 1,665,173 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Wheat fans?
51.2% of Wheat fans are female, 48.8% are male, with an average age of 40.5 years.
Which brands do Wheat fans like most?
Wheat fans show strongest brand affinity for Jotex (78.71×), Beck (19.77×), and Satire (6.67×) over the country average.
Where do Wheat fans live in Germany?
Wheat fans in Germany are most concentrated in Nordrhein-Westfalen (reach 358,400), Bayern (reach 330,021), and Baden-Württemberg (reach 276,094). These three regions account for the largest share of the active audience.
What other brands do Wheat fans also like?
Beyond Wheat itself, the audience over-indexes on Beck (19.77×), Satire (6.67×), Tagesschau (2.43×), and German television comedy (5.89×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Wheat. 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.