Milupa Audience in Germany
Milupa has an estimated audience of 361,581 people in Germany. 83.4% are female, 16.6% are male, average age 32.2. Top regions: Nordrhein-Westfalen, Bayern, Hessen. Top brand affinities: Babywalz, hessnatur, vertbaudet, Babywearing, Toys "R" Us.
The average Milupa fan in Germany is 32.2 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Hessen. Top brand affinities include Babywalz, hessnatur, vertbaudet, with strongest over-indexing on Babywalz (19.57× the country average). Demographically, the Milupa audience skews more female with an average age of 32.2, and over-indexes on personality traits such as Convenience Orientation, Individualism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Kids & Family · Type: Brand · Subtype: Baby food
Demographics of Milupa fans
| Metric | Value |
|---|---|
| Female | 83.4% |
| Male | 16.6% |
| Average age | 32.2 |
| Estimated audience size | 361,581 |
Audience persona
The typical Milupa fan in Germany is more female, around 32.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Babywalz.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 91,420 | 1.16× |
| Bayern | 61,412 | 1.06× |
| Hessen | 54,385 | 1.97× |
| Baden-Württemberg | 50,101 | 1.02× |
| Niedersachsen | 38,473 | 1.1× |
| Rheinland-Pfalz | 19,083 | 1.05× |
| Berlin | 15,227 | 0.94× |
| Sachsen | 13,479 | 0.76× |
| Schleswig-Holstein | 11,083 | 0.85× |
| Brandenburg | 8,495 | 0.76× |
| Hamburg | 8,077 | 0.99× |
| Thüringen | 7,774 | 0.84× |
| Sachsen-Anhalt | 7,631 | 0.81× |
| Mecklenburg-Vorpommern | 5,433 | 0.79× |
| Saarland | 4,519 | 1.02× |
| Bremen | 2,737 | 0.89× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Babywalz | 19.57× | Kids & Family |
| hessnatur | 17.43× | Shopping |
| vertbaudet | 11.25× | Fashion & Accessoires |
| Babywearing | 8.24× | Kids & Family |
| Toys "R" Us | 12.02× | Shopping |
| Donald Duck | 19.14× | Movies & TV |
| Horse & Rider | 4.43× | Pets & Animals |
| Picture book | 4.97× | Literature |
| Smyths Toys | 3.86× | Kids & Family |
| Pony | 4.93× | Pets & Animals |
| Grandparent | 4.55× | Kids & Family |
| Horse training | 4.07× | Pets & Animals |
| Day care | 4.73× | Health |
| Equine nutrition | 4.42× | Pets & Animals |
| Baby food | 3.73× | Kids & Family |
| Helene Fischer | 3× | Music & Radio |
| Horse breeding | 3.51× | Pets & Animals |
| Toddler | 3.21× | Kids & Family |
| HiPP | 10.46× | Kids & Family |
| Kinder | 8.64× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Convenience Orientation | PREMIUM | 1.45 |
| Individualism | JOY | 1.44 |
| Family Orientation | CONSERVATISM | 1.39 |
| Creativity | OPEN | 1.27 |
| DIY Mentality | THRILL | 1.26 |
| Healthy Lifestyle | BALANCE | 1.13 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 70.9% |
| Austria | 4.9% |
| Italy | 4.4% |
See Milupa audiences in other countries
More Baby food audiences in Germany
Frequently asked questions
How many fans does Milupa have in Germany?
Milupa has an estimated audience of 361,581 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Milupa fans?
83.4% of Milupa fans are female, 16.6% are male, with an average age of 32.2 years.
Which brands do Milupa fans like most?
Milupa fans show strongest brand affinity for Babywalz (19.57×), hessnatur (17.43×), and vertbaudet (11.25×) over the country average.
Where do Milupa fans live in Germany?
Milupa fans in Germany are most concentrated in Nordrhein-Westfalen (reach 91,420), Bayern (reach 61,412), and Hessen (reach 54,385). These three regions account for the largest share of the active audience.
What other brands do Milupa fans also like?
Beyond Milupa itself, the audience over-indexes on hessnatur (17.43×), vertbaudet (11.25×), Babywearing (8.24×), and Toys "R" Us (12.02×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Milupa. 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.