Picnic Audience in Germany
Picnic has an estimated audience of 644,519 people in Germany. 55.8% are female, 44.2% are male, average age 39.8. Top regions: Nordrhein-Westfalen, Niedersachsen, Baden-Württemberg. Top brand affinities: Excursion, FRITZ!Box, Lieferando.de, North Rhine-Westphalia, Ruhr.
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, Niedersachsen, Baden-Württemberg. Top brand affinities include Excursion, FRITZ!Box, Lieferando.de, 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 Sports Activity, Early Adopter Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Kids & Family · Type: Topic
Demographics of Picnic fans
| Metric | Value |
|---|---|
| Female | 55.8% |
| Male | 44.2% |
| Average age | 39.8 |
| Estimated audience size | 644,519 |
Audience persona
The typical Picnic fan in Germany is more female, around 39.8 years old, with strong Sports Activity tendencies and a notable affinity for Excursion.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 379,295 | 2.69× |
| Niedersachsen | 83,479 | 1.33× |
| Baden-Württemberg | 55,010 | 0.63× |
| Berlin | 49,560 | 1.72× |
| Hessen | 41,849 | 0.85× |
| Bayern | 36,321 | 0.35× |
| Schleswig-Holstein | 31,321 | 1.35× |
| Hamburg | 27,565 | 1.89× |
| Brandenburg | 26,702 | 1.34× |
| Rheinland-Pfalz | 23,599 | 0.73× |
| Bremen | 11,148 | 2.02× |
| Sachsen | 7,023 | 0.22× |
| Sachsen-Anhalt | 3,757 | 0.22× |
| Mecklenburg-Vorpommern | 3,399 | 0.28× |
| Thüringen | 2,962 | 0.18× |
| Saarland | 1,506 | 0.19× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Excursion | 35.08× | Travel & Leisure |
| FRITZ!Box | 2.09× | Technology & Electronics |
| Lieferando.de | 1.56× | Food & Beverages |
| North Rhine-Westphalia | 1.53× | Travel & Leisure |
| Ruhr | 2.64× | Travel & Leisure |
| FC Schalke 04 | 1.66× | Sports |
| Motorhome stopover | 8.92× | Travel & Leisure |
| VfL Bochum | 2.27× | Sports |
| MSV Duisburg | 2.58× | Sports |
| KFC | 1.78× | Food & Beverages |
| Coolblue | 3.45× | Shopping |
| Dortmund | 1.93× | Travel & Leisure |
| Westdeutscher Rundfunk | 1.53× | Movies & TV |
| Essen | 1.6× | Travel & Leisure |
| Bali | 3.18× | Travel & Leisure |
| Public transport | 1.56× | Cars & Mobility |
| Esso | 1.63× | Cars & Mobility |
| Center Parcs | 1.53× | Travel & Leisure |
| Park | 1.86× | Travel & Leisure |
| Parship | 2.25× | Internet & Social Media |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sports Activity | POWER | 1.49 |
| Early Adopter Mentality | POWER | 1.48 |
| Sustainability | BALANCE | 1.39 |
| Indulgence | JOY | 1.32 |
| Urban Lifestyle | OPEN | 1.28 |
| Pet Ownership | JOY | 1.25 |
Worldwide distribution
| Country | Share |
|---|---|
| Japan | 19.1% |
| United States | 16.5% |
| Germany | 6.7% |
See Picnic audiences in other countries
More Kids & Family audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Picnic have in Germany?
Picnic has an estimated audience of 644,519 people in Germany, concentrated in Nordrhein-Westfalen and Niedersachsen.
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.
Which brands do Picnic fans like most?
Picnic fans show strongest brand affinity for Excursion (35.08×), FRITZ!Box (2.09×), and Lieferando.de (1.56×) over the country average.
Where do Picnic fans live in Germany?
Picnic fans in Germany are most concentrated in Nordrhein-Westfalen (reach 379,295), Niedersachsen (reach 83,479), and Baden-Württemberg (reach 55,010). These three regions account for the largest share of the active audience.
What other brands do Picnic fans also like?
Beyond Picnic itself, the audience over-indexes on FRITZ!Box (2.09×), Lieferando.de (1.56×), North Rhine-Westphalia (1.53×), and Ruhr (2.64×) compared to the Germany average.
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.