Rascasse Audience Intelligence

Stay-at-home parent Audience in Germany

A data profile of the people who buy, follow and care about Stay-at-home parent in Germany — modelled from more than twelve digital signal sources. Stay-at-home parent has an estimated audience of 335,058 people in Germany.

#5815among Topic in Germany#316in Kids & Family

The average Stay-at-home parent fan in Germany is 31.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Health And Beauty, Babywearing, Diaper bag, with strongest over-indexing on Health And Beauty (7.28× the country average).

Demographically, the Stay-at-home parent audience skews more female with an average age of 31.9, and over-indexes on personality traits such as Individualism, Design Affinity.

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

The typical Stay-at-home parent fan in Germany is more female, around 31.9 years old, with strong Individualism tendencies and a notable affinity for Health And Beauty.

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 Stay-at-home parent profile in Germany.

Audience size
335K
in Germany
Gender
59.8%♀
40.2% male
Age
31.9
average years
Country rank
#16035
Topic in Germany
Fig. 01

Search interest · 12-month trend

+0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Stay-at-home parent fans

59.8% are female, 40.2% are male, average age 31.9.

Fig. 02

Gender split

59.8%
Female
40.2%
Male
Demographic split for Stay-at-home parent audience in Germany
MetricValue
Female59.8%
Male40.2%
Average age31.9
Estimated audience size335,058
Fig. 03

Age distribution

Ø 31.9
average years
Age distribution of the Stay-at-home parent audience in Germany
Age bracketShare%
16-1942%
20-2919%
30-3917%
40-4913%
50+9%
Fig. 04

Worldwide distribution

4.8%

of the worldwide Stay-at-home parent audience comes from Germany.

Worldwide audience distribution share by country for Stay-at-home parent
CountryShare
United States46.4%
United Kingdom7.9%
Canada4.9%
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 Stay-at-home parent audience in Germany is strongest.

Fig. 05

Top regions by affinity

Stay-at-home parent fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~3K1.11×
02Berlin~20K1.06×
03Brandenburg~10K1.03×
04Hessen~30K1.01×
05Rheinland-Pfalz~20K1.00×
06Saarland~4K1.00×
07Baden-Württemberg~50K0.99×
08Niedersachsen~30K0.99×
09Sachsen~20K0.99×
10Schleswig-Holstein~10K0.99×
11Hamburg~8K0.99×
12Bayern~50K0.97×
13Nordrhein-Westfalen~70K0.96×
14Sachsen-Anhalt0.00×
15Mecklenburg-Vorpommern0.00×
16Thüringen0.00×
Fig. 06

Affinity by region

Affinity by region — Stay-at-home parent, Germany
0.96×1.00×1.11×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Stay-at-home parent audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Stay-at-home parent audience
#·InterestCategoryAffinity×
01BabywearingKids & Family8.76×
02Baby toysKids & Family8.52×
03Health And BeautyBeauty & Wellness7.28×
04Diaper bagKids & Family7.11×
05Gina TricotFashion & Accessoires6.28×
06Educational toyKids & Family6.12×
07Baby powderKids & Family5.72×
08Infant bodysuitKids & Family5.13×
09BabyOneKids & Family5.06×
10Birthday GiftsKids & Family4.81×
11Infant clothingKids & Family4.61×
12Handmade CraftsKids & Family4.17×
13Pre-kindergartenKids & Family3.87×
14HandmadeHome & Garden3.78×
15Unique GiftsShopping3.73×
16Home Interior DesignHome & Garden3.70×
17Child developmentBusiness & Career3.65×
18Home DesignHome & Garden2.97×
19DeichmannShopping2.49×
20Harry PotterMovies & TV1.72×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Stay-at-home parent 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 Stay-at-home parent audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.64×
Design AffinityPREMIUM1.53×
Family OrientationCONSERVATISM1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Stay-at-home parent audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.31×
SpiritualityBALANCE0.32×
IndulgenceJOY0.44×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Stay-at-home parent have in Germany?

Stay-at-home parent has an estimated audience of 335,058 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Stay-at-home parent fans?

59.8% of Stay-at-home parent fans are female, 40.2% are male, with an average age of 31.9 years.

03

Which brands do Stay-at-home parent fans like most?

Stay-at-home parent fans show strongest brand affinity for Health And Beauty (7.28×), Babywearing (8.76×), and Diaper bag (7.11×) over the country average.

04

Where do Stay-at-home parent fans live in Germany?

Stay-at-home parent fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~50K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Stay-at-home parent fans also like?

Beyond Stay-at-home parent itself, the audience over-indexes on Babywearing (8.76×), Diaper bag (7.11×), Infant clothing (4.61×), and Gina Tricot (6.28×) 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 Stay-at-home parent audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Stay-at-home parent. 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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