Pampers Target Market in Germany
A data profile of the people who buy, follow and care about Pampers in Germany — modelled from more than twelve digital signal sources. Pampers has an estimated audience of 3,338,168 people in Germany.
The average Pampers fan in Germany is 37.4 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Barbie, Baby food, Infant bodysuit, with strongest over-indexing on Barbie (10.95× the country average).
Demographically, the Pampers audience skews more female with an average age of 37.4, and over-indexes on personality traits such as Creativity, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Pampers fan in Germany is more female, around 37.4 years old, with strong Creativity tendencies and a notable affinity for Barbie.
At a glance
The key figures that characterise the Pampers profile in Germany.
Search interest · 12-month trend
Customer demographics of Pampers
72.6% are female, 27.4% are male, average age 37.4.
Gender split
| Metric | Value |
|---|---|
| Female | 72.6% |
| Male | 27.4% |
| Average age | 37.4 |
| Estimated audience size | 3,338,168 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 27% | |
| 30-39 | 25% | |
| 40-49 | 18% | |
| 50+ | 13% |
Geography
Where the Pampers audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Niedersachsen | ~400K | 1.23× | |
| 02 | Saarland | ~50K | 1.21× | |
| 03 | Baden-Württemberg | ~500K | 1.17× | |
| 04 | Bayern | ~600K | 1.12× | |
| 05 | Hessen | ~300K | 1.12× | |
| 06 | Rheinland-Pfalz | ~200K | 1.11× | |
| 07 | Bremen | ~30K | 1.08× | |
| 08 | Nordrhein-Westfalen | ~700K | 1.01× | |
| 09 | Hamburg | ~70K | 0.99× | |
| 10 | Schleswig-Holstein | ~100K | 0.98× | |
| 11 | Berlin | ~100K | 0.94× | |
| 12 | Sachsen-Anhalt | ~70K | 0.86× | |
| 13 | Sachsen | ~100K | 0.84× | |
| 14 | Brandenburg | ~90K | 0.84× | |
| 15 | Thüringen | ~70K | 0.84× | |
| 16 | Mecklenburg-Vorpommern | ~50K | 0.77× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Pampers audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Barbie | Movies & TV | 10.95× | ||
| 02 | Pacifier | Kids & Family | 9.15× | ||
| 03 | Baby bottle | Kids & Family | 8.76× | ||
| 04 | Infant bed | Home & Garden | 8.39× | ||
| 05 | Infant bodysuit | Kids & Family | 8.32× | ||
| 06 | Baby powder | Kids & Family | 8.16× | ||
| 07 | Baby Walz | Kids & Family | 7.91× | ||
| 08 | BabyOne | Kids & Family | 7.69× | ||
| 09 | Diaper | Kids & Family | 7.65× | ||
| 10 | Child safety seat | Kids & Family | 7.52× | ||
| 11 | Baby transport | Kids & Family | 7.35× | ||
| 12 | Babywearing | Kids & Family | 7.17× | ||
| 13 | Baby food | Kids & Family | 7.06× | ||
| 14 | Parental leave | Kids & Family | 7.05× | ||
| 15 | Diaper bag | Kids & Family | 6.96× | ||
| 16 | Babywalz | Kids & Family | 6.68× | ||
| 17 | Toddler | Kids & Family | 4.85× | ||
| 18 | Ernsting's family | Shopping | 4.75× | ||
| 19 | Childhood | Kids & Family | 3.59× | ||
| 20 | Parent | Kids & Family | 3.29× |
Personality of the Pampers 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 |
|---|---|---|---|
| Creativity | OPEN | 1.64× | |
| Price Sensitivity | PREMIUM | 1.57× | |
| Individualism | JOY | 1.56× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.46× | |
| Need for Security | CONSERVATISM | 0.57× | |
| Early Adopter Mentality | POWER | 0.66× |
Frequently asked questions
Who is Pampers's target market in Germany?
Pampers's target market in Germany covers an estimated 3,338,168 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Pampers customers?
72.6% of the Pampers audience are female, 27.4% are male, with an average age of 37.4 years.
Which brands do Pampers fans like most?
Pampers fans show strongest brand affinity for Barbie (10.95×), Baby food (7.06×), and Infant bodysuit (8.32×) over the country average.
Where do Pampers fans live in Germany?
Pampers fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~600K), and Baden-Württemberg (reach ~500K). These three regions account for the largest share of the active audience.
What other brands do Pampers fans also like?
Beyond Pampers itself, the audience over-indexes on Baby food (7.06×), Infant bodysuit (8.32×), Toddler (4.85×), and Infant bed (8.39×) compared to the Germany average.
Explore more audiences
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How to read this data
Audience size is the estimated number of people in Germany who actively search for Pampers. 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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