Milk Audience in Germany
A data profile of the people who buy, follow and care about Milk in Germany — modelled from more than twelve digital signal sources. Milk has an estimated audience of 5,601,346 people in Germany.
The average Milk fan in Germany is 40.3 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Bild, Müller (company), EBay, with strongest over-indexing on Bild (1.68× the country average).
Demographically, the Milk audience skews more female with an average age of 40.3, and over-indexes on personality traits such as Tradition, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Milk fan in Germany is more female, around 40.3 years old, with strong Tradition tendencies and a notable affinity for Bild.
At a glance
The key figures that characterise the Milk profile in Germany.
Search interest · 12-month trend
Demographics of Milk fans
66.4% are female, 33.6% are male, average age 40.3.
Gender split
| Metric | Value |
|---|---|
| Female | 66.4% |
| Male | 33.6% |
| Average age | 40.3 |
| Estimated audience size | 5,601,346 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 20% | |
| 30-39 | 23% | |
| 40-49 | 23% | |
| 50+ | 19% |
Worldwide distribution
of the worldwide Milk audience comes from Germany.
| Country | Share |
|---|---|
| United States | 19.3% |
| Italy | 5.3% |
| Brazil | 4.8% |
Geography
Where the Milk audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hamburg | ~300K | 2.07× | |
| 02 | Bayern | ~1M | 1.19× | |
| 03 | Niedersachsen | ~600K | 1.12× | |
| 04 | Sachsen | ~300K | 1.06× | |
| 05 | Thüringen | ~200K | 1.06× | |
| 06 | Brandenburg | ~200K | 0.98× | |
| 07 | Baden-Württemberg | ~700K | 0.97× | |
| 08 | Sachsen-Anhalt | ~100K | 0.96× | |
| 09 | Mecklenburg-Vorpommern | ~100K | 0.96× | |
| 10 | Schleswig-Holstein | ~200K | 0.94× | |
| 11 | Nordrhein-Westfalen | ~1M | 0.90× | |
| 12 | Hessen | ~400K | 0.90× | |
| 13 | Rheinland-Pfalz | ~200K | 0.89× | |
| 14 | Saarland | ~60K | 0.89× | |
| 15 | Bremen | ~40K | 0.83× | |
| 16 | Berlin | ~200K | 0.81× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Milk audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Dairy farming | Food & Beverages | 4.18× | ||
| 02 | Cattle | Pets & Animals | 3.01× | ||
| 03 | Dairy | Food & Beverages | 2.86× | ||
| 04 | Agricultural engineering | Business & Career | 2.73× | ||
| 05 | Tractor | Cars & Mobility | 2.33× | ||
| 06 | QVC | Movies & TV | 2.17× | ||
| 07 | Electronic funds transfer | Business & Career | 1.96× | ||
| 08 | Petrol engine | Cars & Mobility | 1.90× | ||
| 09 | RTL Television | Movies & TV | 1.81× | ||
| 10 | Wetter.com | Home & Garden | 1.78× | ||
| 11 | Müller (company) | Food & Beverages | 1.77× | ||
| 12 | Idealo | Shopping | 1.74× | ||
| 13 | Bild | News | 1.68× | ||
| 14 | Extreme metal | Music & Radio | 1.68× | ||
| 15 | Schlager music | Music & Radio | 1.67× | ||
| 16 | Vodafone | Technology & Electronics | 1.65× | ||
| 17 | FRITZ!Box | Technology & Electronics | 1.65× | ||
| 18 | FOCUS Online | News | 1.63× | ||
| 19 | Helene Fischer | Music & Radio | 1.59× | ||
| 20 | EBay | Shopping | 1.53× |
Personality of the Milk 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 |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.13× | |
| Spirituality | BALANCE | 1.03× | |
| Family Orientation | CONSERVATISM | 0.95× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 0.38× | |
| Individualism | JOY | 0.38× | |
| Quality Awareness | PREMIUM | 0.39× |
Frequently asked questions
How many fans does Milk have in Germany?
Milk has an estimated audience of 5,601,346 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Milk fans?
66.4% of Milk fans are female, 33.6% are male, with an average age of 40.3 years.
Which brands do Milk fans like most?
Milk fans show strongest brand affinity for Bild (1.68×), Müller (company) (1.77×), and EBay (1.53×) over the country average.
Where do Milk fans live in Germany?
Milk fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~1M), and Baden-Württemberg (reach ~700K). These three regions account for the largest share of the active audience.
What other brands do Milk fans also like?
Beyond Milk itself, the audience over-indexes on Müller (company) (1.77×), EBay (1.53×), Electronic funds transfer (1.96×), and QVC (2.17×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Beverage audiences in Germany
- Water (9,647,518)
- Tea (9,075,569)
- Soft drinks (5,114,610)
- Espresso (4,901,022)
- Cappuccino (3,420,253)
See Milk audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Milk. 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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