Rascasse Audience Intelligence

Müller (company) Target Market in Germany

A data profile of the people who buy, follow and care about Müller (company) in Germany — modelled from more than twelve digital signal sources. Müller (company) has an estimated audience of 16,155,880 people in Germany.

#1among Dairy company in Germany#14among Brand in Germany#9in Food & Beverages

The average Müller (company) fan in Germany is 41.6 years old, more female, and lives primarily in Bayern.

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

Top brand affinities include Outlander (film), Bauhaus, Dairy product, with strongest over-indexing on Outlander (film) (18.85× the country average).

Demographically, the Müller (company) audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Spirituality, Tradition.

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

The typical Müller (company) fan in Germany is more female, around 41.6 years old, with strong Spirituality tendencies and a notable affinity for Outlander (film).

Category: Food & Beverages · Type: Brand · Subtype: Dairy company

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 Müller (company) profile in Germany.

Audience size
16.2M
in Germany
Gender
55.9%♀
44.1% male
Age
41.6
average years
Country rank
#122
Brand in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Müller (company)

55.9% are female, 44.1% are male, average age 41.6.

Fig. 02

Gender split

55.9%
Female
44.1%
Male
Demographic split for Müller (company) audience in Germany
MetricValue
Female55.9%
Male44.1%
Average age41.6
Estimated audience size16,155,880
Fig. 03

Age distribution

Ø 41.6
average years
Age distribution of the Müller (company) audience in Germany
Age bracketShare%
16-1910%
20-2919%
30-3926%
40-4926%
50+19%
Fig. 04

Worldwide distribution

67.0%

of the worldwide Müller (company) audience comes from Germany.

Worldwide audience distribution share by country for Müller (company)
CountryShare
Germany67.0%
Austria13.8%
Switzerland5.1%
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 Müller (company) audience in Germany is strongest.

Fig. 05

Top regions by affinity

Müller (company) customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~4.5M2.12×
02Bayern~5.5M2.06×
03Thüringen~600K1.37×
04Rheinland-Pfalz~1M1.31×
05Hessen~1.5M1.13×
06Nordrhein-Westfalen~3.5M0.99×
07Sachsen-Anhalt~400K0.97×
08Sachsen~700K0.93×
09Niedersachsen~1.5M0.92×
10Saarland~200K0.92×
11Bremen~100K0.84×
12Berlin~500K0.69×
13Hamburg~200K0.67×
14Schleswig-Holstein~200K0.41×
15Brandenburg~200K0.41×
16Mecklenburg-Vorpommern~90K0.30×
Fig. 06

Affinity by region

Affinity by region — Müller (company), Germany
0.30×1.00×2.12×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Müller (company) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Müller (company) audience
#·InterestCategoryAffinity×
01Outlander (film)Movies & TV18.85×
02Dairy productFood & Beverages7.08×
03Electronic data interchangeTechnology & Electronics4.58×
04Bauer sucht FrauMovies & TV3.51×
05BauhausShopping2.88×
06QVCMovies & TV2.72×
07Let's Dance (German TV series)Movies & TV2.72×
08ZDFMovies & TV2.31×
09TchiboShopping2.29×
10MammalPets & Animals2.24×
11DeichmannShopping2.21×
12German languagePolitics & Society2.05×
13PrintingTechnology & Electronics1.95×
14WikipediaInternet & Social Media1.94×
15Lieferando.deFood & Beverages1.81×
16Obi (store)Shopping1.75×
17BildNews1.74×
18GermanyTravel & Leisure1.71×
19REWEShopping1.67×
20TagesschauMovies & TV1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Müller (company) 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 Müller (company) audience · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE1.61×
TraditionCONSERVATISM1.32×
Community OrientationOPEN1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Müller (company) audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.84×
Career OrientationPOWER0.86×
Luxury OrientationPREMIUM0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Müller (company)'s target market in Germany?

Müller (company)'s target market in Germany covers an estimated 16,155,880 people, concentrated in Bayern and Baden-Württemberg.

02

What is the gender split and age of Müller (company) customers?

55.9% of the Müller (company) audience are female, 44.1% are male, with an average age of 41.6 years.

03

Which brands do Müller (company) fans like most?

Müller (company) fans show strongest brand affinity for Outlander (film) (18.85×), Bauhaus (2.88×), and Dairy product (7.08×) over the country average.

04

Where do Müller (company) fans live in Germany?

Müller (company) fans in Germany are most concentrated in Bayern (reach ~5.5M), Baden-Württemberg (reach ~4.5M), and Nordrhein-Westfalen (reach ~3.5M). These three regions account for the largest share of the active audience.

05

What other brands do Müller (company) fans also like?

Beyond Müller (company) itself, the audience over-indexes on Bauhaus (2.88×), Dairy product (7.08×), Germany (1.71×), and Bild (1.74×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Dairy company audiences in Germany

See Müller (company) audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Müller (company). 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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