Rascasse Audience Intelligence

Children's clothing Audience in Germany

A data profile of the people who buy, follow and care about Children's clothing in Germany — modelled from more than twelve digital signal sources. Children's clothing has an estimated audience of 7,630,804 people in Germany.

#336among Topic in Germany#23in Fashion & Accessoires

The average Children's clothing fan in Germany is 40.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Barbie, Baby food, Ernsting's family, with strongest over-indexing on Barbie (6.43× the country average).

Demographically, the Children's clothing audience skews more female with an average age of 40.9, and over-indexes on personality traits such as Creativity, Design Affinity.

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

The typical Children's clothing fan in Germany is more female, around 40.9 years old, with strong Creativity tendencies and a notable affinity for Barbie.

Category: Fashion & Accessoires · 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 Children's clothing profile in Germany.

Audience size
7.6M
in Germany
Gender
78.4%♀
21.6% male
Age
40.9
average years
Country rank
#554
Topic in Germany
Fig. 01

Search interest · 12-month trend

-31%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Children's clothing fans

78.4% are female, 21.6% are male, average age 40.9.

Fig. 02

Gender split

78.4%
Female
21.6%
Male
Demographic split for Children's clothing audience in Germany
MetricValue
Female78.4%
Male21.6%
Average age40.9
Estimated audience size7,630,804
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the Children's clothing audience in Germany
Age bracketShare%
16-1910%
20-2922%
30-3926%
40-4923%
50+19%
Fig. 04

Worldwide distribution

3.3%

of the worldwide Children's clothing audience comes from Germany.

Worldwide audience distribution share by country for Children's clothing
CountryShare
United States11.3%
Japan5.9%
Brazil4.9%
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 Children's clothing audience in Germany is strongest.

Fig. 05

Top regions by affinity

Children's clothing fans by region: top regions in Germany
#RegionReachAffinity×
01Schleswig-Holstein~300K1.21×
02Mecklenburg-Vorpommern~200K1.11×
03Rheinland-Pfalz~400K1.09×
04Hamburg~200K1.08×
05Niedersachsen~800K1.05×
06Baden-Württemberg~1M1.03×
07Berlin~300K1.00×
08Thüringen~200K1.00×
09Saarland~90K0.98×
10Brandenburg~200K0.97×
11Bayern~1M0.96×
12Bremen~60K0.96×
13Nordrhein-Westfalen~1.5M0.95×
14Hessen~500K0.92×
15Sachsen~300K0.88×
16Sachsen-Anhalt~200K0.86×
Fig. 06

Affinity by region

Affinity by region — Children's clothing, Germany
0.86×1.00×1.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Children's clothing audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Children's clothing audience
#·InterestCategoryAffinity×
01BarbieMovies & TV6.43×
02BabywearingKids & Family5.84×
03Infant bedHome & Garden5.62×
04Child safety seatKids & Family5.23×
05Infant bodysuitKids & Family5.19×
06Parental leaveKids & Family5.13×
07BabyOneKids & Family5.13×
08Diaper bagKids & Family5.12×
09Baby powderKids & Family4.97×
10Baby foodKids & Family4.83×
11Parenting stylesKids & Family4.62×
12Ernsting's familyShopping4.41×
13Child careKids & Family4.39×
14Child developmentBusiness & Career3.32×
15ToddlerKids & Family3.29×
16C&AShopping3.27×
17BonprixShopping2.93×
18ChildhoodKids & Family2.74×
19DeichmannShopping2.42×
20H&MShopping2.03×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Children's clothing 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 Children's clothing audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.75×
Design AffinityPREMIUM1.65×
Family OrientationCONSERVATISM1.60×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Children's clothing audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.54×
Need for SecurityCONSERVATISM0.63×
Risk AppetiteTHRILL0.73×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Children's clothing have in Germany?

Children's clothing has an estimated audience of 7,630,804 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Children's clothing fans?

78.4% of Children's clothing fans are female, 21.6% are male, with an average age of 40.9 years.

03

Which brands do Children's clothing fans like most?

Children's clothing fans show strongest brand affinity for Barbie (6.43×), Baby food (4.83×), and Ernsting's family (4.41×) over the country average.

04

Where do Children's clothing fans live in Germany?

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

05

What other brands do Children's clothing fans also like?

Beyond Children's clothing itself, the audience over-indexes on Baby food (4.83×), Ernsting's family (4.41×), Infant bodysuit (5.19×), and Toddler (3.29×) compared to the Germany average.

Appendix

Explore more audiences

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

More Fashion & Accessoires audiences in Germany

See Children's clothing audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Children's clothing. 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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