Milupa Target Market in Germany
A data profile of the people who buy, follow and care about Milupa in Germany — modelled from more than twelve digital signal sources. Milupa has an estimated audience of 361,308 people in Germany.
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, Hessen, Bayern.
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 Design Affinity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Milupa fan in Germany is more female, around 32.2 years old, with strong Design Affinity tendencies and a notable affinity for Babywalz.
At a glance
The key figures that characterise the Milupa profile in Germany.
Search interest · 12-month trend
Customer demographics of Milupa
83.4% are female, 16.6% are male, average age 32.2.
Gender split
| Metric | Value |
|---|---|
| Female | 83.4% |
| Male | 16.6% |
| Average age | 32.2 |
| Estimated audience size | 361,308 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 30% | |
| 20-29 | 31% | |
| 30-39 | 24% | |
| 40-49 | 10% | |
| 50+ | 6% |
Worldwide distribution
of the worldwide Milupa audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 70.7% |
| Austria | 4.9% |
| Italy | 4.3% |
Geography
Where the Milupa audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hessen | ~70K | 2.39× | |
| 02 | Nordrhein-Westfalen | ~90K | 1.10× | |
| 03 | Niedersachsen | ~40K | 1.06× | |
| 04 | Rheinland-Pfalz | ~20K | 1.02× | |
| 05 | Bayern | ~60K | 1.01× | |
| 06 | Saarland | ~4K | 1.00× | |
| 07 | Baden-Württemberg | ~50K | 0.98× | |
| 08 | Hamburg | ~8K | 0.95× | |
| 09 | Bremen | ~3K | 0.95× | |
| 10 | Berlin | ~10K | 0.92× | |
| 11 | Thüringen | ~8K | 0.89× | |
| 12 | Schleswig-Holstein | ~10K | 0.87× | |
| 13 | Sachsen-Anhalt | ~8K | 0.86× | |
| 14 | Mecklenburg-Vorpommern | ~6K | 0.85× | |
| 15 | Brandenburg | ~9K | 0.79× | |
| 16 | Sachsen | ~10K | 0.76× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Milupa audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Babywalz | Kids & Family | 19.57× | ||
| 02 | Donald Duck | Movies & TV | 19.14× | ||
| 03 | hessnatur | Shopping | 17.43× | ||
| 04 | Toys "R" Us | Shopping | 12.02× | ||
| 05 | vertbaudet | Fashion & Accessoires | 11.25× | ||
| 06 | HiPP | Kids & Family | 10.46× | ||
| 07 | Kinder | Food & Beverages | 8.64× | ||
| 08 | Babywearing | Kids & Family | 8.24× | ||
| 09 | Picture book | Literature | 4.97× | ||
| 10 | Pony | Pets & Animals | 4.93× | ||
| 11 | Day care | Health | 4.73× | ||
| 12 | Grandparent | Kids & Family | 4.55× | ||
| 13 | Horse & Rider | Pets & Animals | 4.43× | ||
| 14 | Equine nutrition | Pets & Animals | 4.42× | ||
| 15 | Horse training | Pets & Animals | 4.07× | ||
| 16 | Smyths Toys | Kids & Family | 3.86× | ||
| 17 | Baby food | Kids & Family | 3.73× | ||
| 18 | Horse breeding | Pets & Animals | 3.51× | ||
| 19 | Toddler | Kids & Family | 3.21× | ||
| 20 | Helene Fischer | Music & Radio | 3.00× |
Personality of the Milupa 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 |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.39× | |
| Creativity | OPEN | 1.22× | |
| Sustainability | BALANCE | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.43× | |
| Patriotism | CONSERVATISM | 0.45× | |
| Indulgence | JOY | 0.51× |
Frequently asked questions
Who is Milupa's target market in Germany?
Milupa's target market in Germany covers an estimated 361,308 people, concentrated in Nordrhein-Westfalen and Hessen.
What is the gender split and age of Milupa customers?
83.4% of the Milupa audience 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 ~90K), Hessen (reach ~70K), and Bayern (reach ~60K). 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.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Baby food audiences in Germany
See Milupa audiences in other countries
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.
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