Rascasse Audience Intelligence

Wheat Audience in Germany

A data profile of the people who buy, follow and care about Wheat in Germany — modelled from more than twelve digital signal sources. Wheat has an estimated audience of 1,665,173 people in Germany.

#2230among Topic in Germany#194in Food & Beverages

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 Beck, Müller (company), Tagesschau, with strongest over-indexing on Beck (19.77× 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, Community Orientation.

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

The typical Wheat fan in Germany is balanced, around 40.5 years old, with strong Indulgence tendencies and a notable affinity for Beck.

Category: Food & Beverages · Type: Topic

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 Wheat profile in Germany.

Audience size
1.7M
in Germany
Gender
51.2%♀
48.8% male
Age
40.5
average years
Country rank
#4032
Topic in Germany
Fig. 01

Search interest · 12-month trend

-22%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Wheat fans

51.2% are female, 48.8% are male, average age 40.5.

Fig. 02

Gender split

51.2%
Female
48.8%
Male
Demographic split for Wheat audience in Germany
MetricValue
Female51.2%
Male48.8%
Average age40.5
Estimated audience size1,665,173
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Wheat audience in Germany
Age bracketShare%
16-1915%
20-2918%
30-3922%
40-4925%
50+19%
Fig. 04

Worldwide distribution

2.5%

of the worldwide Wheat audience comes from Germany.

Worldwide audience distribution share by country for Wheat
CountryShare
United States21.6%
Italy9.5%
Brazil5.2%
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 Wheat audience in Germany is strongest.

Fig. 05

Top regions by affinity

Wheat fans by region: top regions in Germany
#RegionReachAffinity×
01Baden-Württemberg~300K1.26×
02Sachsen~100K1.23×
03Bayern~300K1.21×
04Niedersachsen~200K1.14×
05Mecklenburg-Vorpommern~40K1.11×
06Schleswig-Holstein~60K1.06×
07Hessen~100K1.05×
08Hamburg~40K1.03×
09Thüringen~40K1.02×
10Sachsen-Anhalt~40K0.97×
11Nordrhein-Westfalen~300K0.96×
12Rheinland-Pfalz~80K0.95×
13Brandenburg~50K0.87×
14Berlin~60K0.83×
15Saarland~20K0.75×
16Bremen~10K0.74×
Fig. 06

Affinity by region

Affinity by region — Wheat, Germany
0.74×1.00×1.26×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wheat audience
#·InterestCategoryAffinity×
01BeckMusic & Radio19.77×
02rise againstMusic & Radio19.77×
03MobyMusic & Radio14.65×
04Japanese whiskyFood & Beverages14.22×
05Drinking establishmentFood & Beverages6.55×
06Energy barFood & Beverages5.16×
07John DeereCars & Mobility4.90×
08FertilizerHome & Garden4.41×
09Non-alcoholic beverageFood & Beverages4.14×
10Sunday BrunchKids & Family4.13×
11Chocolate brownieFood & Beverages3.94×
12CupcakeFood & Beverages2.94×
13Müller (company)Food & Beverages2.83×
14Robert RedfordMovies & TV2.67×
15VolunteeringPolitics & Society2.37×
16FocusNews2.26×
17TagesschauMovies & TV2.21×
18DessertsFood & Beverages2.02×
19TransfermarktSports1.92×
20Netto Marken-DiscountShopping1.69×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wheat 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 Wheat audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.58×
Community OrientationOPEN1.52×
Quality AwarenessPREMIUM1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wheat audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.85×
Sports ActivityPOWER0.89×
Career OrientationPOWER0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Wheat fans like most?

Wheat fans show strongest brand affinity for Beck (19.77×), Müller (company) (2.83×), and Tagesschau (2.21×) over the country average.

04

Where do Wheat fans live in Germany?

Wheat fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Wheat fans also like?

Beyond Wheat itself, the audience over-indexes on Müller (company) (2.83×), Tagesschau (2.21×), Moby (14.65×), and Energy bar (5.16×) compared to the Germany average.

Appendix

Explore more audiences

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

More Food & Beverages audiences in Germany

See Wheat audiences in other countries

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.

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