Rascasse Audience Intelligence

Cleaning Audience in Germany

A data profile of the people who buy, follow and care about Cleaning in Germany — modelled from more than twelve digital signal sources. Cleaning has an estimated audience of 3,136,637 people in Germany.

#1223among Topic in Germany#162in Home & Garden

The average Cleaning fan in Germany is 37.3 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Cleanliness, Refrigerator, Robotic vacuum cleaner, with strongest over-indexing on Cleanliness (17.44× the country average).

Demographically, the Cleaning audience skews more male with an average age of 37.3, and over-indexes on personality traits such as Quality Awareness, Design Affinity.

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

The typical Cleaning fan in Germany is more male, around 37.3 years old, with strong Quality Awareness tendencies and a notable affinity for Cleanliness.

Category: Home & Garden · 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 Cleaning profile in Germany.

Audience size
3.1M
in Germany
Gender
40.2%♀
59.8% male
Age
37.3
average years
Country rank
#1996
Topic in Germany
Fig. 01

Search interest · 12-month trend

-36%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Cleaning fans

40.2% are female, 59.8% are male, average age 37.3.

Fig. 02

Gender split

40.2%
Female
59.8%
Male
Demographic split for Cleaning audience in Germany
MetricValue
Female40.2%
Male59.8%
Average age37.3
Estimated audience size3,136,637
Fig. 03

Age distribution

Ø 37.3
average years
Age distribution of the Cleaning audience in Germany
Age bracketShare%
16-1924%
20-2920%
30-3921%
40-4919%
50+16%
Fig. 04

Worldwide distribution

3.8%

of the worldwide Cleaning audience comes from Germany.

Worldwide audience distribution share by country for Cleaning
CountryShare
United States21.6%
Japan6.0%
United Kingdom5.6%
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 Cleaning audience in Germany is strongest.

Fig. 05

Top regions by affinity

Cleaning fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~200K1.71×
02Hamburg~100K1.50×
03Bayern~600K1.19×
04Hessen~300K1.12×
05Nordrhein-Westfalen~700K1.07×
06Baden-Württemberg~400K1.02×
07Bremen~30K0.97×
08Schleswig-Holstein~100K0.96×
09Niedersachsen~300K0.91×
10Brandenburg~90K0.90×
11Rheinland-Pfalz~100K0.89×
12Sachsen~100K0.89×
13Sachsen-Anhalt~70K0.85×
14Thüringen~60K0.77×
15Mecklenburg-Vorpommern~50K0.77×
16Saarland~30K0.77×
Fig. 06

Affinity by region

Affinity by region — Cleaning, Germany
0.77×1.00×1.71×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Cleaning audience
#·InterestCategoryAffinity×
01Robotic vacuum cleanerHome & Garden36.40×
02RoombaTechnology & Electronics27.68×
03DermalogicaBeauty & Wellness26.26×
04Floor cleaningHome & Garden23.38×
05CleanlinessHome & Garden17.44×
06Knorr (brand)Food & Beverages13.60×
07RefrigeratorHome & Garden11.36×
08BassinetKids & Family9.52×
09Greek cuisineFood & Beverages8.57×
10Spanish cuisineFood & Beverages8.25×
11Real propertyHome & Garden7.99×
12KitchenwareHome & Garden7.18×
13Romper suitFashion & Accessoires6.98×
14Mexican cuisineFood & Beverages6.75×
15HousekeepingTravel & Leisure5.37×
16Google MapsInternet & Social Media4.52×
17Vacuum cleanerHome & Garden4.48×
18German cuisineFood & Beverages4.47×
19Child developmentBusiness & Career3.50×
20Ornamental plantHome & Garden3.39×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Cleaning 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 Cleaning audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.15×
Design AffinityPREMIUM1.94×
SustainabilityBALANCE1.63×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Cleaning audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.83×
Pet OwnershipJOY0.84×
Social Media UsageJOY0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Cleaning have in Germany?

Cleaning has an estimated audience of 3,136,637 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Cleaning fans?

40.2% of Cleaning fans are female, 59.8% are male, with an average age of 37.3 years.

03

Which brands do Cleaning fans like most?

Cleaning fans show strongest brand affinity for Cleanliness (17.44×), Refrigerator (11.36×), and Robotic vacuum cleaner (36.4×) over the country average.

04

Where do Cleaning fans live in Germany?

Cleaning fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~600K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Cleaning fans also like?

Beyond Cleaning itself, the audience over-indexes on Refrigerator (11.36×), Robotic vacuum cleaner (36.4×), Kitchenware (7.18×), and Google Maps (4.52×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Cleaning audiences in other countries

How to read this data

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