Rascasse Audience Intelligence

Picnic Audience in Germany

A data profile of the people who buy, follow and care about Picnic in Germany — modelled from more than twelve digital signal sources. Picnic has an estimated audience of 644,519 people in Germany.

#4054among Topic in Germany#226in Kids & Family

The average Picnic fan in Germany is 39.8 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Niedersachsen.

Top brand affinities include Excursion, FRITZ!Box, Borussia Mönchengladbach, with strongest over-indexing on Excursion (35.08× the country average).

Demographically, the Picnic audience skews more female with an average age of 39.8, and over-indexes on personality traits such as Design Affinity, Family Orientation.

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

The typical Picnic fan in Germany is more female, around 39.8 years old, with strong Design Affinity tendencies and a notable affinity for Excursion.

Category: Kids & Family · Type: Topic

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 Picnic profile in Germany.

Audience size
645K
in Germany
Gender
55.8%♀
44.2% male
Age
39.8
average years
Country rank
#9508
Topic in Germany
Fig. 01

Search interest · 12-month trend

+16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Picnic fans

55.8% are female, 44.2% are male, average age 39.8.

Fig. 02

Gender split

55.8%
Female
44.2%
Male
Demographic split for Picnic audience in Germany
MetricValue
Female55.8%
Male44.2%
Average age39.8
Estimated audience size644,519
Fig. 03

Age distribution

Ø 39.8
average years
Age distribution of the Picnic audience in Germany
Age bracketShare%
16-1916%
20-2920%
30-3922%
40-4922%
50+19%
Fig. 04

Worldwide distribution

6.7%

of the worldwide Picnic audience comes from Germany.

Worldwide audience distribution share by country for Picnic
CountryShare
Japan19.1%
United States16.5%
Germany6.7%
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 Picnic audience in Germany is strongest.

Fig. 05

Top regions by affinity

Picnic fans by region: top regions in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~400K2.50×
02Bremen~10K1.92×
03Hamburg~30K1.72×
04Berlin~40K1.51×
05Niedersachsen~80K1.25×
06Schleswig-Holstein~30K1.24×
07Brandenburg~20K1.24×
08Bayern~90K0.92×
09Hessen~40K0.82×
10Rheinland-Pfalz~20K0.75×
11Baden-Württemberg~60K0.70×
12Sachsen-Anhalt~10K0.63×
13Sachsen~20K0.58×
14Thüringen~7K0.42×
15Mecklenburg-Vorpommern~5K0.42×
16Saarland~3K0.39×
Fig. 06

Affinity by region

Affinity by region — Picnic, Germany
0.39×1.00×2.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Picnic audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Picnic audience
#·InterestCategoryAffinity×
01ExcursionTravel & Leisure35.08×
02Motorhome stopoverTravel & Leisure8.92×
03CoolblueShopping3.45×
04BaliTravel & Leisure3.18×
05RuhrTravel & Leisure2.64×
06MSV DuisburgSports2.58×
07VfL BochumSports2.27×
08FRITZ!BoxTechnology & Electronics2.09×
09Borussia MönchengladbachSports2.04×
10DortmundTravel & Leisure1.93×
11KFCFood & Beverages1.78×
12Fortuna DüsseldorfSports1.74×
13FC Schalke 04Sports1.66×
14EssoCars & Mobility1.63×
15EssenTravel & Leisure1.60×
16Lieferando.deFood & Beverages1.56×
17Public transportCars & Mobility1.56×
18North Rhine-WestphaliaTravel & Leisure1.53×
19Westdeutscher RundfunkMovies & TV1.53×
20Center ParcsTravel & Leisure1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Picnic 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 Picnic audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM0.97×
Family OrientationCONSERVATISM0.96×
Need for SecurityCONSERVATISM0.96×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Picnic audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.65×
Early Adopter MentalityPOWER0.65×
SustainabilityBALANCE0.66×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Picnic have in Germany?

Picnic has an estimated audience of 644,519 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Picnic fans?

55.8% of Picnic fans are female, 44.2% are male, with an average age of 39.8 years.

03

Which brands do Picnic fans like most?

Picnic fans show strongest brand affinity for Excursion (35.08×), FRITZ!Box (2.09×), and Borussia Mönchengladbach (2.04×) over the country average.

04

Where do Picnic fans live in Germany?

Picnic fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~90K), and Niedersachsen (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Picnic fans also like?

Beyond Picnic itself, the audience over-indexes on FRITZ!Box (2.09×), Borussia Mönchengladbach (2.04×), Lieferando.de (1.56×), and North Rhine-Westphalia (1.53×) compared to the Germany average.

Appendix

Explore more audiences

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

More Kids & Family audiences in Germany

See Picnic audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Picnic. 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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