Rascasse Audience Intelligence

Grandparent Audience in Germany

A data profile of the people who buy, follow and care about Grandparent in Germany — modelled from more than twelve digital signal sources. Grandparent has an estimated audience of 5,758,637 people in Germany.

#530among Topic in Germany#22in Kids & Family

The average Grandparent fan in Germany is 38.8 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Peppa Pig, Picture book, Parental leave, with strongest over-indexing on Peppa Pig (7.04× the country average).

Demographically, the Grandparent audience skews more female with an average age of 38.8, and over-indexes on personality traits such as Family Orientation, Indulgence.

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

The typical Grandparent fan in Germany is more female, around 38.8 years old, with strong Family Orientation tendencies and a notable affinity for Peppa Pig.

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 Grandparent profile in Germany.

Audience size
5.8M
in Germany
Gender
72.7%♀
27.3% male
Age
38.8
average years
Country rank
#848
Topic in Germany
Fig. 01

Search interest · 12-month trend

-15%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Grandparent fans

72.7% are female, 27.3% are male, average age 38.8.

Fig. 02

Gender split

72.7%
Female
27.3%
Male
Demographic split for Grandparent audience in Germany
MetricValue
Female72.7%
Male27.3%
Average age38.8
Estimated audience size5,758,637
Fig. 03

Age distribution

Ø 38.8
average years
Age distribution of the Grandparent audience in Germany
Age bracketShare%
16-1918%
20-2921%
30-3922%
40-4920%
50+18%
Fig. 04

Worldwide distribution

4.6%

of the worldwide Grandparent audience comes from Germany.

Worldwide audience distribution share by country for Grandparent
CountryShare
United States32.3%
United Kingdom6.5%
Germany4.6%
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 Grandparent audience in Germany is strongest.

Fig. 05

Top regions by affinity

Grandparent fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~500K1.10×
02Bremen~50K1.08×
03Saarland~80K1.06×
04Berlin~300K1.01×
05Sachsen-Anhalt~200K1.01×
06Baden-Württemberg~800K1.00×
07Niedersachsen~600K1.00×
08Thüringen~100K1.00×
09Mecklenburg-Vorpommern~100K1.00×
10Sachsen~300K0.99×
11Rheinland-Pfalz~300K0.97×
12Schleswig-Holstein~200K0.96×
13Brandenburg~200K0.96×
14Hamburg~100K0.96×
15Nordrhein-Westfalen~1M0.93×
16Bayern~900K0.92×
Fig. 06

Affinity by region

Affinity by region — Grandparent, Germany
0.92×1.00×1.10×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Grandparent audience
#·InterestCategoryAffinity×
01Peppa PigKids & Family7.04×
02HomeschoolingPolitics & Society5.40×
03Powdered milkKids & Family4.55×
04Parental leaveKids & Family4.25×
05Picture bookLiterature3.80×
06Children's literatureLiterature3.56×
07Baby foodKids & Family2.98×
08Chihuahua (dog)Pets & Animals2.90×
09Child careKids & Family2.61×
10VolunteeringPolitics & Society2.53×
11Child developmentBusiness & Career2.48×
12PatioHome & Garden2.36×
13Ernsting's familyShopping2.30×
14JYSKHome & Garden2.29×
15KindergartenKids & Family2.29×
16Labrador RetrieverPets & Animals2.25×
17Women's clothingFashion & Accessoires1.76×
18Netto Marken-DiscountShopping1.71×
19REWEShopping1.65×
20AldiShopping1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Grandparent 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 Grandparent audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.59×
IndulgenceJOY1.33×
Convenience OrientationPREMIUM1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Grandparent audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.69×
ExtroversionTHRILL0.83×
Career OrientationPOWER0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Grandparent have in Germany?

Grandparent has an estimated audience of 5,758,637 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Grandparent fans?

72.7% of Grandparent fans are female, 27.3% are male, with an average age of 38.8 years.

03

Which brands do Grandparent fans like most?

Grandparent fans show strongest brand affinity for Peppa Pig (7.04×), Picture book (3.8×), and Parental leave (4.25×) over the country average.

04

Where do Grandparent fans live in Germany?

Grandparent fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~900K), and Baden-Württemberg (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Grandparent fans also like?

Beyond Grandparent itself, the audience over-indexes on Picture book (3.8×), Parental leave (4.25×), Baby food (2.98×), and Homeschooling (5.4×) 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 Grandparent audiences in other countries

How to read this data

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