Rascasse Audience Intelligence

Labrador Audience in Germany

A data profile of the people who buy, follow and care about Labrador in Germany — modelled from more than twelve digital signal sources. Labrador has an estimated audience of 2,539,005 people in Germany.

#1562among Topic in Germany#80in Pets & Animals

The average Labrador fan in Germany is 39.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Australian Shepherd, Alaskan Malamute, Doberman Pinscher, with strongest over-indexing on Australian Shepherd (6.56× the country average).

Demographically, the Labrador audience skews more female with an average age of 39.9, and over-indexes on personality traits such as Pet Ownership, Mindfulness.

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

The typical Labrador fan in Germany is more female, around 39.9 years old, with strong Pet Ownership tendencies and a notable affinity for Australian Shepherd.

Category: Pets & Animals · 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 Labrador profile in Germany.

Audience size
2.5M
in Germany
Gender
69.9%♀
30.1% male
Age
39.9
average years
Country rank
#2605
Topic in Germany
Fig. 01

Search interest · 12-month trend

-15%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Labrador fans

69.9% are female, 30.1% are male, average age 39.9.

Fig. 02

Gender split

69.9%
Female
30.1%
Male
Demographic split for Labrador audience in Germany
MetricValue
Female69.9%
Male30.1%
Average age39.9
Estimated audience size2,539,005
Fig. 03

Age distribution

Ø 39.9
average years
Age distribution of the Labrador audience in Germany
Age bracketShare%
16-1920%
20-2918%
30-3918%
40-4924%
50+21%
Fig. 04

Worldwide distribution

5.5%

of the worldwide Labrador audience comes from Germany.

Worldwide audience distribution share by country for Labrador
CountryShare
United States22.6%
Japan18.7%
Germany5.5%
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 Labrador audience in Germany is strongest.

Fig. 05

Top regions by affinity

Labrador fans by region: top regions in Germany
#RegionReachAffinity×
01Niedersachsen~300K1.09×
02Sachsen~100K1.08×
03Brandenburg~80K1.07×
04Bayern~400K1.06×
05Sachsen-Anhalt~70K1.06×
06Baden-Württemberg~400K1.04×
07Nordrhein-Westfalen~600K1.03×
08Rheinland-Pfalz~100K1.03×
09Thüringen~70K1.03×
10Mecklenburg-Vorpommern~50K1.03×
11Schleswig-Holstein~90K1.02×
12Hessen~200K1.00×
13Hamburg~50K0.96×
14Saarland~30K0.92×
15Berlin~90K0.83×
16Bremen~20K0.77×
Fig. 06

Affinity by region

Affinity by region — Labrador, Germany
0.77×1.00×1.09×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Labrador audience
#·InterestCategoryAffinity×
01Samoyed (dog)Pets & Animals7.63×
02Alaskan MalamutePets & Animals7.56×
03Bernese Mountain DogPets & Animals7.56×
04Great DanePets & Animals6.70×
05Australian ShepherdPets & Animals6.56×
06Staffordshire Bull TerrierPets & Animals6.55×
07Doberman PinscherPets & Animals5.96×
08Welsh CorgiPets & Animals5.82×
09Boxer (dog)Pets & Animals5.63×
10RottweilerPets & Animals5.40×
11Siberian HuskyPets & Animals4.38×
12Shelter DogsPets & Animals4.35×
13Dog breedingPets & Animals4.29×
14Pit bullPets & Animals4.14×
15Pet sittingPets & Animals3.65×
16BulldogPets & Animals3.65×
17DachshundPets & Animals3.29×
18Harry PotterMovies & TV2.03×
19PetsPets & Animals1.70×
20FIFA World CupSports1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Labrador 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 Labrador audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY2.46×
MindfulnessBALANCE1.48×
Design AffinityPREMIUM1.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Labrador audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.79×
ExtroversionTHRILL0.80×
Need for SecurityCONSERVATISM0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Labrador have in Germany?

Labrador has an estimated audience of 2,539,005 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Labrador fans?

69.9% of Labrador fans are female, 30.1% are male, with an average age of 39.9 years.

03

Which brands do Labrador fans like most?

Labrador fans show strongest brand affinity for Australian Shepherd (6.56×), Alaskan Malamute (7.56×), and Doberman Pinscher (5.96×) over the country average.

04

Where do Labrador fans live in Germany?

Labrador fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~600K), Bayern (reach ~400K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Labrador fans also like?

Beyond Labrador itself, the audience over-indexes on Alaskan Malamute (7.56×), Doberman Pinscher (5.96×), Rottweiler (5.4×), and Great Dane (6.7×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Pets & Animals audiences in Germany

See Labrador audiences in other countries

How to read this data

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