Milka Audience in Germany
Milka has an estimated audience of 1,090,033 people in Germany. 64.0% are female, 36.0% are male, average age 36.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Confectionery, Netto Marken-Discount, Kaufland, Deichmann, REWE.
The average Milka fan in Germany is 36.5 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Confectionery, Netto Marken-Discount, Kaufland, with strongest over-indexing on Confectionery (4.8× the country average). Demographically, the Milka audience skews more female with an average age of 36.5, and over-indexes on personality traits such as Price Sensitivity, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Food & Beverages · Type: Brand · Subtype: Chocolate & cookies
Demographics of Milka fans
| Metric | Value |
|---|---|
| Female | 64.0% |
| Male | 36.0% |
| Average age | 36.5 |
| Estimated audience size | 1,090,033 |
Audience persona
The typical Milka fan in Germany is more female, around 36.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Confectionery.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 282,394 | 1.18× |
| Bayern | 199,757 | 1.14× |
| Baden-Württemberg | 173,556 | 1.17× |
| Niedersachsen | 112,303 | 1.06× |
| Hessen | 90,440 | 1.09× |
| Rheinland-Pfalz | 54,645 | 1× |
| Berlin | 51,100 | 1.05× |
| Sachsen | 50,469 | 0.94× |
| Schleswig-Holstein | 34,617 | 0.88× |
| Brandenburg | 28,766 | 0.85× |
| Sachsen-Anhalt | 26,652 | 0.94× |
| Hamburg | 24,917 | 1.01× |
| Thüringen | 24,694 | 0.89× |
| Mecklenburg-Vorpommern | 16,231 | 0.78× |
| Saarland | 11,901 | 0.89× |
| Bremen | 10,420 | 1.12× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Confectionery | 4.8× | Food & Beverages |
| Netto Marken-Discount | 2.26× | Shopping |
| Kaufland | 2.11× | Shopping |
| Deichmann | 2.33× | Shopping |
| REWE | 1.92× | Shopping |
| Ernsting's family | 3.3× | Shopping |
| Wetter.com | 2.15× | Home & Garden |
| QVC | 2.96× | Movies & TV |
| Gala | 2.02× | News |
| Roland Kaiser | 2.66× | Music & Radio |
| Easter | 5.17× | Politics & Society |
| Edeka | 1.68× | Shopping |
| Rossmann | 1.9× | Shopping |
| Tchibo | 2.37× | Shopping |
| Storm of Love | 2.92× | Movies & TV |
| Aral AG | 1.85× | Cars & Mobility |
| Bauhaus | 1.73× | Shopping |
| Lidl | 1.56× | Shopping |
| Gute Zeiten, schlechte Zeiten | 2.32× | Movies & TV |
| Bonprix | 2.22× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 2.21 |
| Indulgence | JOY | 1.51 |
| Pet Ownership | JOY | 1.2 |
| Healthy Lifestyle | BALANCE | 1.18 |
| Family Orientation | CONSERVATISM | 1.18 |
| DIY Mentality | THRILL | 1.07 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 21.0% |
| Brazil | 9.2% |
| United States | 5.2% |
See Milka audiences in other countries
More Chocolate & cookies audiences in Germany
- Kinder (1,220,020)
- Ritter Sport (846,693)
- Ferrero SpA (726,876)
- Ferrero Rocher (716,465)
- Oreo (660,327)
Frequently asked questions
How many fans does Milka have in Germany?
Milka has an estimated audience of 1,090,033 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Milka fans?
64.0% of Milka fans are female, 36.0% are male, with an average age of 36.5 years.
Which brands do Milka fans like most?
Milka fans show strongest brand affinity for Confectionery (4.8×), Netto Marken-Discount (2.26×), and Kaufland (2.11×) over the country average.
Where do Milka fans live in Germany?
Milka fans in Germany are most concentrated in Nordrhein-Westfalen (reach 282,394), Bayern (reach 199,757), and Baden-Württemberg (reach 173,556). These three regions account for the largest share of the active audience.
What other brands do Milka fans also like?
Beyond Milka itself, the audience over-indexes on Netto Marken-Discount (2.26×), Kaufland (2.11×), Deichmann (2.33×), and REWE (1.92×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Milka. 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.