Hipp Audience in Germany
Hipp has an estimated audience of 388,737 people in Germany. 67.9% are female, 32.1% are male, average age 38.5. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Baby food, Parental leave, Diaper, Pampers, Bassinet.
The average Hipp fan in Germany is 38.5 years old, more female, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include Baby food, Parental leave, Diaper, with strongest over-indexing on Baby food (8.02× the country average). Demographically, the Hipp audience skews more female with an average age of 38.5, and over-indexes on personality traits such as DIY Mentality, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Kids & Family · Type: Brand · Subtype: Baby food
Demographics of Hipp fans
| Metric | Value |
|---|---|
| Female | 67.9% |
| Male | 32.1% |
| Average age | 38.5 |
| Estimated audience size | 388,737 |
Audience persona
The typical Hipp fan in Germany is more female, around 38.5 years old, with strong DIY Mentality tendencies and a notable affinity for Baby food.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 106,533 | 1.7× |
| Nordrhein-Westfalen | 95,256 | 1.12× |
| Baden-Württemberg | 61,309 | 1.16× |
| Niedersachsen | 41,018 | 1.09× |
| Hessen | 28,765 | 0.97× |
| Rheinland-Pfalz | 19,128 | 0.98× |
| Sachsen | 17,175 | 0.9× |
| Berlin | 13,566 | 0.78× |
| Schleswig-Holstein | 12,773 | 0.92× |
| Sachsen-Anhalt | 11,140 | 1.11× |
| Brandenburg | 10,990 | 0.91× |
| Thüringen | 9,828 | 0.99× |
| Hamburg | 7,392 | 0.84× |
| Mecklenburg-Vorpommern | 6,563 | 0.88× |
| Saarland | 4,308 | 0.9× |
| Bremen | 2,479 | 0.75× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Baby food | 8.02× | Kids & Family |
| Parental leave | 6.43× | Kids & Family |
| Diaper | 7.25× | Kids & Family |
| Pampers | 5.51× | Kids & Family |
| Bassinet | 7.75× | Kids & Family |
| Baby transport | 6.27× | Kids & Family |
| Child care | 4.21× | Kids & Family |
| Ernsting's family | 3.66× | Shopping |
| Do it yourself (DIY) | 2.13× | Home & Garden |
| Romper suit | 6.86× | Fashion & Accessoires |
| Spiegel Online | 2× | News |
| Breastfeeding | 5.54× | Kids & Family |
| Children's clothing | 3.02× | Fashion & Accessoires |
| Rossmann | 2.14× | Shopping |
| C&A | 2.57× | Shopping |
| Powdered milk | 5.98× | Kids & Family |
| Breast pump | 8.17× | Kids & Family |
| Mothercare | 5.02× | Kids & Family |
| H&M | 1.83× | Shopping |
| IKEA | 1.72× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.5 |
| Family Orientation | CONSERVATISM | 1.5 |
| Indulgence | JOY | 1.38 |
| Design Affinity | PREMIUM | 1.36 |
| Sustainability | BALANCE | 1.33 |
| Creativity | OPEN | 1.33 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 38.9% |
| United States | 11.5% |
| Italy | 6.4% |
See Hipp audiences in other countries
More Baby food audiences in Germany
Frequently asked questions
How many fans does Hipp have in Germany?
Hipp has an estimated audience of 388,737 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Hipp fans?
67.9% of Hipp fans are female, 32.1% are male, with an average age of 38.5 years.
Which brands do Hipp fans like most?
Hipp fans show strongest brand affinity for Baby food (8.02×), Parental leave (6.43×), and Diaper (7.25×) over the country average.
Where do Hipp fans live in Germany?
Hipp fans in Germany are most concentrated in Bayern (reach 106,533), Nordrhein-Westfalen (reach 95,256), and Baden-Württemberg (reach 61,309). These three regions account for the largest share of the active audience.
What other brands do Hipp fans also like?
Beyond Hipp itself, the audience over-indexes on Parental leave (6.43×), Diaper (7.25×), Pampers (5.51×), and Bassinet (7.75×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hipp. 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.