Rascasse Audience Intelligence

Diaper Audience in Germany

A data profile of the people who buy, follow and care about Diaper in Germany — modelled from more than twelve digital signal sources. Diaper has an estimated audience of 2,227,632 people in Germany.

#1754among Topic in Germany#89in Kids & Family

The average Diaper fan in Germany is 37.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Infant bodysuit, Baby food, Infant clothing, with strongest over-indexing on Infant bodysuit (16.41× the country average).

Demographically, the Diaper audience skews more female with an average age of 37.7, and over-indexes on personality traits such as Creativity, Family Orientation.

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

The typical Diaper fan in Germany is more female, around 37.7 years old, with strong Creativity tendencies and a notable affinity for Infant bodysuit.

Category: Kids & Family · 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 Diaper profile in Germany.

Audience size
2.2M
in Germany
Gender
72.3%♀
27.7% male
Age
37.7
average years
Country rank
#2990
Topic in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Diaper fans

72.3% are female, 27.7% are male, average age 37.7.

Fig. 02

Gender split

72.3%
Female
27.7%
Male
Demographic split for Diaper audience in Germany
MetricValue
Female72.3%
Male27.7%
Average age37.7
Estimated audience size2,227,632
Fig. 03

Age distribution

Ø 37.7
average years
Age distribution of the Diaper audience in Germany
Age bracketShare%
16-1917%
20-2926%
30-3924%
40-4919%
50+15%
Fig. 04

Worldwide distribution

4.2%

of the worldwide Diaper audience comes from Germany.

Worldwide audience distribution share by country for Diaper
CountryShare
United States15.9%
Japan9.6%
China5.7%
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 Diaper audience in Germany is strongest.

Fig. 05

Top regions by affinity

Diaper fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~70K1.17×
02Thüringen~70K1.16×
03Niedersachsen~200K1.07×
04Sachsen~100K1.06×
05Brandenburg~70K1.04×
06Bayern~400K1.02×
07Hessen~200K1.01×
08Berlin~100K1.01×
09Bremen~20K1.01×
10Rheinland-Pfalz~100K0.99×
11Mecklenburg-Vorpommern~40K0.99×
12Baden-Württemberg~300K0.97×
13Schleswig-Holstein~80K0.96×
14Hamburg~50K0.94×
15Nordrhein-Westfalen~500K0.93×
16Saarland~20K0.80×
Fig. 06

Affinity by region

Affinity by region — Diaper, Germany
0.80×1.00×1.17×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Diaper audience
#·InterestCategoryAffinity×
01Infant bodysuitKids & Family16.41×
02BassinetKids & Family15.63×
03Infant bedHome & Garden14.81×
04Romper suitFashion & Accessoires14.34×
05Diaper bagKids & Family13.98×
06Baby powderKids & Family13.94×
07Powdered milkKids & Family13.39×
08BirthKids & Family13.08×
09PacifierKids & Family12.92×
10PAW PatrolMovies & TV12.81×
11Baby bottleKids & Family12.25×
12Infant clothingKids & Family11.82×
13Baby WalzKids & Family11.78×
14Child safety seatKids & Family11.68×
15Parental leaveKids & Family11.48×
16Baby foodKids & Family11.31×
17BabywalzKids & Family10.23×
18PampersKids & Family10.16×
19American EnglishBusiness & Career7.44×
20ToddlerKids & Family6.15×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Diaper 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 Diaper audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.51×
Family OrientationCONSERVATISM1.39×
Quality AwarenessPREMIUM1.36×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Diaper audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.52×
Risk AppetiteTHRILL0.71×
Need for SecurityCONSERVATISM0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Diaper have in Germany?

Diaper has an estimated audience of 2,227,632 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Diaper fans?

72.3% of Diaper fans are female, 27.7% are male, with an average age of 37.7 years.

03

Which brands do Diaper fans like most?

Diaper fans show strongest brand affinity for Infant bodysuit (16.41×), Baby food (11.31×), and Infant clothing (11.82×) over the country average.

04

Where do Diaper fans live in Germany?

Diaper fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Bayern (reach ~400K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Diaper fans also like?

Beyond Diaper itself, the audience over-indexes on Baby food (11.31×), Infant clothing (11.82×), Infant bed (14.81×), and Baby powder (13.94×) compared to the Germany average.

Appendix

Explore more audiences

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

More Kids & Family audiences in Germany

See Diaper audiences in other countries

How to read this data

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