Rascasse Audience Intelligence

Infant Audience in Germany

A data profile of the people who buy, follow and care about Infant in Germany — modelled from more than twelve digital signal sources. Infant has an estimated audience of 9,856,139 people in Germany.

#189among Topic in Germany#9in Kids & Family

The average Infant fan in Germany is 38.0 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Family, Nature, Germany, with strongest over-indexing on Family (2.73× the country average).

Demographically, the Infant audience skews more female with an average age of 38.0, and over-indexes on personality traits such as Family Orientation, Creativity.

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

The typical Infant fan in Germany is more female, around 38.0 years old, with strong Family Orientation tendencies and a notable affinity for Family.

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 Infant profile in Germany.

Audience size
9.9M
in Germany
Gender
72.2%♀
27.8% male
Age
38.0
average years
Country rank
#318
Topic in Germany
Fig. 01

Search interest · 12-month trend

+719%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Infant fans

72.2% are female, 27.8% are male, average age 38.0.

Fig. 02

Gender split

72.2%
Female
27.8%
Male
Demographic split for Infant audience in Germany
MetricValue
Female72.2%
Male27.8%
Average age38.0
Estimated audience size9,856,139
Fig. 03

Age distribution

Ø 38.0
average years
Age distribution of the Infant audience in Germany
Age bracketShare%
16-1916%
20-2926%
30-3925%
40-4919%
50+14%
Fig. 04

Worldwide distribution

2.6%

of the worldwide Infant audience comes from Germany.

Worldwide audience distribution share by country for Infant
CountryShare
United States20.1%
Brazil4.9%
Italy4.5%
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 Infant audience in Germany is strongest.

Fig. 05

Top regions by affinity

Infant fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~900K1.14×
02Berlin~500K1.14×
03Bremen~100K1.13×
04Bayern~1.5M1.10×
05Niedersachsen~1M1.05×
06Rheinland-Pfalz~500K1.02×
07Hamburg~200K1.02×
08Nordrhein-Westfalen~2M1.01×
09Sachsen-Anhalt~300K1.01×
10Thüringen~300K1.00×
11Sachsen~500K0.99×
12Baden-Württemberg~1.5M0.97×
13Schleswig-Holstein~300K0.96×
14Brandenburg~300K0.95×
15Saarland~100K0.95×
16Mecklenburg-Vorpommern~200K0.94×
Fig. 06

Affinity by region

Affinity by region — Infant, Germany
0.94×1.00×1.14×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Infant audience
#·InterestCategoryAffinity×
01HomeschoolingPolitics & Society5.40×
02Bedroom furnitureHome & Garden4.40×
03PillowHome & Garden3.48×
04FamilyKids & Family2.73×
05NatureHome & Garden2.68×
06VacationsTravel & Leisure2.61×
07VolunteeringPolitics & Society2.50×
08KitchenHome & Garden2.49×
09Child developmentBusiness & Career2.11×
10EmailTechnology & Electronics2.09×
11C&AShopping1.85×
12DeichmannShopping1.83×
13TagesschauMovies & TV1.82×
14German languagePolitics & Society1.82×
15AirbnbTravel & Leisure1.71×
16RossmannShopping1.66×
17Netto Marken-DiscountShopping1.63×
18GermanyTravel & Leisure1.61×
19IKEAHome & Garden1.52×
20Do it yourself (DIY)Home & Garden1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Infant 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 Infant audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.48×
CreativityOPEN1.35×
IndulgenceJOY1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Infant audience · Rather not
TraitClusterDeviationScore
Career OrientationPOWER0.92×
Urban LifestyleOPEN0.95×
Sports ActivityPOWER0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Infant have in Germany?

Infant has an estimated audience of 9,856,139 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Infant fans?

72.2% of Infant fans are female, 27.8% are male, with an average age of 38.0 years.

03

Which brands do Infant fans like most?

Infant fans show strongest brand affinity for Family (2.73×), Nature (2.68×), and Germany (1.61×) over the country average.

04

Where do Infant fans live in Germany?

Infant fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2M), Bayern (reach ~1.5M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Infant fans also like?

Beyond Infant itself, the audience over-indexes on Nature (2.68×), Germany (1.61×), Bedroom furniture (4.4×), and Vacations (2.61×) 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 Infant audiences in other countries

How to read this data

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