Rascasse Audience Intelligence

Hug Audience in Germany

A data profile of the people who buy, follow and care about Hug in Germany — modelled from more than twelve digital signal sources. Hug has an estimated audience of 319,897 people in Germany.

#5950among Topic in Germany#330in Kids & Family

The average Hug fan in Germany is 33.4 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Millie Bobby Brown, Harry Potter, Superman, with strongest over-indexing on Millie Bobby Brown (5.27× the country average).

Demographically, the Hug audience skews more female with an average age of 33.4, and over-indexes on personality traits such as Mindfulness, Pet Ownership.

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

The typical Hug fan in Germany is more female, around 33.4 years old, with strong Mindfulness tendencies and a notable affinity for Millie Bobby Brown.

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 Hug profile in Germany.

Audience size
320K
in Germany
Gender
69.4%♀
30.6% male
Age
33.4
average years
Country rank
#16551
Topic in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Hug fans

69.4% are female, 30.6% are male, average age 33.4.

Fig. 02

Gender split

69.4%
Female
30.6%
Male
Demographic split for Hug audience in Germany
MetricValue
Female69.4%
Male30.6%
Average age33.4
Estimated audience size319,897
Fig. 03

Age distribution

Ø 33.4
average years
Age distribution of the Hug audience in Germany
Age bracketShare%
16-1938%
20-2919%
30-3914%
40-4917%
50+11%
Fig. 04

Worldwide distribution

1.1%

of the worldwide Hug audience comes from Germany.

Worldwide audience distribution share by country for Hug
CountryShare
United States37.0%
Thailand11.4%
United Kingdom6.9%
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 Hug audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hug fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~30K1.31×
02Baden-Württemberg~60K1.30×
03Bayern~60K1.11×
04Berlin~20K1.08×
05Rheinland-Pfalz~20K1.05×
06Nordrhein-Westfalen~70K1.02×
07Bremen~3K1.02×
08Schleswig-Holstein~10K0.99×
09Hamburg~7K0.97×
10Niedersachsen~30K0.96×
11Saarland~4K0.95×
12Brandenburg~9K0.92×
13Sachsen~10K0.90×
14Mecklenburg-Vorpommern~5K0.90×
15Sachsen-Anhalt~7K0.87×
16Thüringen~7K0.86×
Fig. 06

Affinity by region

Affinity by region — Hug, Germany
0.86×1.00×1.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hug audience
#·InterestCategoryAffinity×
01Hello KittyKids & Family6.02×
02Lip glossBeauty & Wellness5.39×
03Millie Bobby BrownMovies & TV5.27×
04Harry StylesMusic & Radio4.68×
05Dog groomingPets & Animals4.59×
06Eye linerBeauty & Wellness4.33×
07SupermanMovies & TV3.50×
08Veterinary medicineBusiness & Career3.24×
09Taylor SwiftMusic & Radio3.24×
10Nail salonBeauty & Wellness3.14×
11Lena Meyer-LandrutMusic & Radio3.12×
12DisneylandTravel & Leisure3.07×
13RedditInternet & Social Media2.77×
14Pet storePets & Animals2.54×
15BatmanMovies & TV2.43×
16Contemporary artArts & Culture2.28×
17Harry PotterMovies & TV2.16×
18Do it yourself (DIY)Home & Garden2.16×
19MuseumArts & Culture2.13×
20XInternet & Social Media1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hug 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 Hug audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE2.10×
Pet OwnershipJOY1.69×
SustainabilityBALANCE1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hug audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.66×
PatriotismCONSERVATISM0.69×
Quality AwarenessPREMIUM0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Hug have in Germany?

Hug has an estimated audience of 319,897 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Hug fans?

69.4% of Hug fans are female, 30.6% are male, with an average age of 33.4 years.

03

Which brands do Hug fans like most?

Hug fans show strongest brand affinity for Millie Bobby Brown (5.27×), Harry Potter (2.16×), and Superman (3.5×) over the country average.

04

Where do Hug fans live in Germany?

Hug fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~60K), and Baden-Württemberg (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Hug fans also like?

Beyond Hug itself, the audience over-indexes on Harry Potter (2.16×), Superman (3.5×), Lip gloss (5.39×), and Do it yourself (DIY) (2.16×) 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 Hug audiences in other countries

How to read this data

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