Grandparent Audience in Germany
Grandparent has an estimated audience of 5,758,637 people in Germany. 72.7% are female, 27.3% are male, average age 38.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Baby food, Peppa Pig, Parental leave, Picture book, JYSK.
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 Baby food, Peppa Pig, Parental leave, with strongest over-indexing on Baby food (4.54× 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.
Category: Kids & Family · Type: Topic
Demographics of Grandparent fans
| Metric | Value |
|---|---|
| Female | 72.7% |
| Male | 27.3% |
| Average age | 38.8 |
| Estimated audience size | 5,758,637 |
Audience persona
The typical Grandparent fan in Germany is more female, around 38.8 years old, with strong Family Orientation tendencies and a notable affinity for Baby food.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,175,390 | 0.93× |
| Bayern | 802,935 | 0.87× |
| Baden-Württemberg | 753,836 | 0.96× |
| Hessen | 604,569 | 1.38× |
| Niedersachsen | 521,445 | 0.93× |
| Rheinland-Pfalz | 294,085 | 1.02× |
| Berlin | 293,491 | 1.14× |
| Sachsen | 273,380 | 0.97× |
| Brandenburg | 227,323 | 1.27× |
| Schleswig-Holstein | 218,559 | 1.06× |
| Hamburg | 145,942 | 1.12× |
| Thüringen | 123,706 | 0.84× |
| Sachsen-Anhalt | 120,142 | 0.81× |
| Mecklenburg-Vorpommern | 85,854 | 0.78× |
| Saarland | 78,782 | 1.11× |
| Bremen | 77,312 | 1.57× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Baby food | 4.54× | Kids & Family |
| Peppa Pig | 6.94× | Kids & Family |
| Parental leave | 5.1× | Kids & Family |
| Picture book | 3.75× | Literature |
| JYSK | 2.9× | Home & Garden |
| Kindergarten | 3.02× | Kids & Family |
| Powdered milk | 5.65× | Kids & Family |
| Child safety seat | 3.97× | Kids & Family |
| Crochet | 3.03× | Home & Garden |
| High school | 3.06× | Business & Career |
| Ernsting's family | 2.73× | Shopping |
| Netto Marken-Discount | 1.62× | Shopping |
| Obi (store) | 1.52× | Shopping |
| Spas | 2.01× | Beauty & Wellness |
| REWE | 1.53× | Shopping |
| Gala | 1.63× | News |
| Preschool | 4.09× | Kids & Family |
| Swimsuit | 2.87× | Fashion & Accessoires |
| Embroidery | 3.17× | Home & Garden |
| Freeware | 1.75× | Technology & Electronics |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.45 |
| Indulgence | JOY | 1.37 |
| DIY Mentality | THRILL | 1.26 |
| Creativity | OPEN | 1.2 |
| Sports Activity | POWER | 1.17 |
| Price Sensitivity | PREMIUM | 1.13 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 32.3% |
| United Kingdom | 6.5% |
| Germany | 4.6% |
See Grandparent audiences in other countries
More Kids & Family 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 Grandparent have in Germany?
Grandparent has an estimated audience of 5,758,637 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
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.
Which brands do Grandparent fans like most?
Grandparent fans show strongest brand affinity for Baby food (4.54×), Peppa Pig (6.94×), and Parental leave (5.1×) over the country average.
Where do Grandparent fans live in Germany?
Grandparent fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,175,390), Bayern (reach 802,935), and Baden-Württemberg (reach 753,836). These three regions account for the largest share of the active audience.
What other brands do Grandparent fans also like?
Beyond Grandparent itself, the audience over-indexes on Peppa Pig (6.94×), Parental leave (5.1×), Picture book (3.75×), and JYSK (2.9×) compared to the Germany average.
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.