Rascasse Audience Intelligence

Maclaren Target Market in Germany

A data profile of the people who buy, follow and care about Maclaren in Germany — modelled from more than twelve digital signal sources. Maclaren has an estimated audience of 613,346 people in Germany.

#1304among Brand in Germany#236in Kids & Family

The average Maclaren fan in Germany is 36.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Börse Stuttgart, Motorcycle helmet, Day spa, with strongest over-indexing on Börse Stuttgart (40.43× the country average).

Demographically, the Maclaren audience skews more female with an average age of 36.1, and over-indexes on personality traits such as Family Orientation, Risk Appetite.

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

The typical Maclaren fan in Germany is more female, around 36.1 years old, with strong Family Orientation tendencies and a notable affinity for Börse Stuttgart.

Category: Kids & Family · Type: Brand

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 Maclaren profile in Germany.

Audience size
613K
in Germany
Gender
70.2%♀
29.8% male
Age
36.1
average years
Country rank
#9918
Brand in Germany
Fig. 01

Search interest · 12-month trend

-30%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Maclaren

70.2% are female, 29.8% are male, average age 36.1.

Fig. 02

Gender split

70.2%
Female
29.8%
Male
Demographic split for Maclaren audience in Germany
MetricValue
Female70.2%
Male29.8%
Average age36.1
Estimated audience size613,346
Fig. 03

Age distribution

Ø 36.1
average years
Age distribution of the Maclaren audience in Germany
Age bracketShare%
16-1921%
20-2927%
30-3924%
40-4916%
50+12%
Fig. 04

Worldwide distribution

4.7%

of the worldwide Maclaren audience comes from Germany.

Worldwide audience distribution share by country for Maclaren
CountryShare
United States15.0%
Brazil7.4%
United Kingdom5.1%
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 Maclaren audience in Germany is strongest.

Fig. 05

Top regions by affinity

Maclaren customers by region in Germany
#RegionReachAffinity×
01Bayern~100K1.27×
02Baden-Württemberg~100K1.27×
03Hessen~60K1.20×
04Hamburg~20K1.14×
05Nordrhein-Westfalen~200K1.13×
06Thüringen~20K1.11×
07Rheinland-Pfalz~40K1.07×
08Niedersachsen~60K1.01×
09Saarland~8K0.97×
10Schleswig-Holstein~20K0.95×
11Berlin~30K0.93×
12Sachsen~30K0.91×
13Bremen~5K0.90×
14Brandenburg~20K0.84×
15Sachsen-Anhalt~10K0.72×
16Mecklenburg-Vorpommern~9K0.72×
Fig. 06

Affinity by region

Affinity by region — Maclaren, Germany
0.72×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Maclaren audience
#·InterestCategoryAffinity×
01ZwitsalBeauty & Wellness99.11×
02Deutsche BörseBusiness & Career45.66×
03Börse StuttgartBusiness & Career40.43×
04McLaren F1Sports33.03×
05Iris ApfelArts & Culture29.16×
06LearjetCars & Mobility27.89×
07JoolzKids & Family24.32×
08Day spaBeauty & Wellness15.74×
09AromatherapyHome & Garden14.87×
10Motorcycle helmetCars & Mobility14.12×
11Maxi-CosiKids & Family13.59×
12vertbaudetFashion & Accessoires13.22×
13BritaxKids & Family12.69×
14HiPPKids & Family12.56×
15Child careKids & Family9.03×
16Baby toysKids & Family9.01×
17Child safety seatKids & Family7.49×
18Ernsting's familyShopping6.12×
19Children's literatureLiterature5.38×
20Michael SchumacherSports4.77×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Maclaren 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 Maclaren audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM2.84×
Risk AppetiteTHRILL1.80×
Career OrientationPOWER1.69×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Maclaren audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.75×
Price SensitivityPREMIUM0.84×
Healthy LifestyleBALANCE0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Maclaren's target market in Germany?

Maclaren's target market in Germany covers an estimated 613,346 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Maclaren customers?

70.2% of the Maclaren audience are female, 29.8% are male, with an average age of 36.1 years.

03

Which brands do Maclaren fans like most?

Maclaren fans show strongest brand affinity for Börse Stuttgart (40.43×), Motorcycle helmet (14.12×), and Day spa (15.74×) over the country average.

04

Where do Maclaren fans live in Germany?

Maclaren fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Maclaren fans also like?

Beyond Maclaren itself, the audience over-indexes on Motorcycle helmet (14.12×), Day spa (15.74×), Child care (9.03×), and Joolz (24.32×) 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 Maclaren audiences in other countries

How to read this data

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