Hipp Target Market in Germany
A data profile of the people who buy, follow and care about Hipp in Germany — modelled from more than twelve digital signal sources. Hipp has an estimated audience of 396,203 people in Germany.
The average Hipp fan in Germany is 38.1 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 (10.42× the country average).
Demographically, the Hipp audience skews more female with an average age of 38.1, and over-indexes on personality traits such as Family Orientation, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Hipp fan in Germany is more female, around 38.1 years old, with strong Family Orientation tendencies and a notable affinity for Baby food.
At a glance
The key figures that characterise the Hipp profile in Germany.
Search interest · 12-month trend
Customer demographics of Hipp
69.5% are female, 30.5% are male, average age 38.1.
Gender split
| Metric | Value |
|---|---|
| Female | 69.5% |
| Male | 30.5% |
| Average age | 38.1 |
| Estimated audience size | 396,203 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 23% | |
| 30-39 | 22% | |
| 40-49 | 20% | |
| 50+ | 16% |
Worldwide distribution
of the worldwide Hipp audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 39.6% |
| United States | 11.4% |
| Italy | 6.1% |
Geography
Where the Hipp audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bayern | ~100K | 1.66× | |
| 02 | Baden-Württemberg | ~60K | 1.15× | |
| 03 | Nordrhein-Westfalen | ~100K | 1.14× | |
| 04 | Sachsen-Anhalt | ~10K | 1.12× | |
| 05 | Niedersachsen | ~40K | 1.08× | |
| 06 | Thüringen | ~10K | 1.01× | |
| 07 | Hessen | ~30K | 1.00× | |
| 08 | Rheinland-Pfalz | ~20K | 0.98× | |
| 09 | Saarland | ~5K | 0.95× | |
| 10 | Schleswig-Holstein | ~10K | 0.94× | |
| 11 | Brandenburg | ~10K | 0.92× | |
| 12 | Mecklenburg-Vorpommern | ~7K | 0.92× | |
| 13 | Sachsen | ~20K | 0.90× | |
| 14 | Bremen | ~3K | 0.90× | |
| 15 | Hamburg | ~8K | 0.89× | |
| 16 | Berlin | ~10K | 0.82× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Hipp audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Baby food | Kids & Family | 10.42× | ||
| 02 | Parental leave | Kids & Family | 10.03× | ||
| 03 | Bassinet | Kids & Family | 9.25× | ||
| 04 | Romper suit | Fashion & Accessoires | 8.69× | ||
| 05 | Diaper | Kids & Family | 8.34× | ||
| 06 | Powdered milk | Kids & Family | 7.54× | ||
| 07 | Adoption | Kids & Family | 7.48× | ||
| 08 | Homeschooling | Politics & Society | 6.52× | ||
| 09 | Baby transport | Kids & Family | 6.37× | ||
| 10 | Pampers | Kids & Family | 5.76× | ||
| 11 | Child care | Kids & Family | 5.36× | ||
| 12 | Children's literature | Literature | 4.19× | ||
| 13 | Ernsting's family | Shopping | 4.04× | ||
| 14 | Children's clothing | Fashion & Accessoires | 3.60× | ||
| 15 | C&A | Shopping | 3.26× | ||
| 16 | Kitchen | Home & Garden | 2.82× | ||
| 17 | Deichmann | Shopping | 2.69× | ||
| 18 | Rossmann | Shopping | 2.30× | ||
| 19 | IKEA | Home & Garden | 2.13× | ||
| 20 | Do it yourself (DIY) | Home & Garden | 2.13× |
Personality of the Hipp audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.90× | |
| Design Affinity | PREMIUM | 1.74× | |
| DIY Mentality | THRILL | 1.64× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.86× | |
| Early Adopter Mentality | POWER | 0.91× | |
| Patriotism | CONSERVATISM | 0.91× |
Frequently asked questions
Who is Hipp's target market in Germany?
Hipp's target market in Germany covers an estimated 396,203 people, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Hipp customers?
69.5% of the Hipp audience are female, 30.5% are male, with an average age of 38.1 years.
Which brands do Hipp fans like most?
Hipp fans show strongest brand affinity for Baby food (10.42×), Parental leave (10.03×), and Diaper (8.34×) over the country average.
Where do Hipp fans live in Germany?
Hipp fans in Germany are most concentrated in Bayern (reach ~100K), Nordrhein-Westfalen (reach ~100K), and Baden-Württemberg (reach ~60K). 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 (10.03×), Diaper (8.34×), Bassinet (9.25×), and Child care (5.36×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Baby food audiences in Germany
See Hipp audiences in other countries
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.
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