Rascasse Audience Intelligence

Cleaning agent Audience in Germany

A data profile of the people who buy, follow and care about Cleaning agent in Germany — modelled from more than twelve digital signal sources. Cleaning agent has an estimated audience of 2,052,252 people in Germany.

#1892among Topic in Germany#254in Home & Garden

The average Cleaning agent fan in Germany is 44.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Self storage, Refrigerator, otoMoto.pl, with strongest over-indexing on Self storage (34.24× the country average).

Demographically, the Cleaning agent audience skews more female with an average age of 44.7, and over-indexes on personality traits such as Quality Awareness, Convenience Orientation.

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

The typical Cleaning agent fan in Germany is more female, around 44.7 years old, with strong Quality Awareness tendencies and a notable affinity for Self storage.

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 agent profile in Germany.

Audience size
2.1M
in Germany
Gender
64.8%♀
35.2% male
Age
44.7
average years
Country rank
#3270
Topic in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Cleaning agent fans

64.8% are female, 35.2% are male, average age 44.7.

Fig. 02

Gender split

64.8%
Female
35.2%
Male
Demographic split for Cleaning agent audience in Germany
MetricValue
Female64.8%
Male35.2%
Average age44.7
Estimated audience size2,052,252
Fig. 03

Age distribution

Ø 44.7
average years
Age distribution of the Cleaning agent audience in Germany
Age bracketShare%
16-198%
20-2913%
30-3920%
40-4930%
50+29%
Fig. 04

Worldwide distribution

7.1%

of the worldwide Cleaning agent audience comes from Germany.

Worldwide audience distribution share by country for Cleaning agent
CountryShare
United States27.0%
United Kingdom7.5%
Germany7.1%
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 agent audience in Germany is strongest.

Fig. 05

Top regions by affinity

Cleaning agent fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~80K1.55×
02Sachsen~100K1.39×
03Mecklenburg-Vorpommern~40K1.11×
04Thüringen~60K1.09×
05Rheinland-Pfalz~100K1.06×
06Niedersachsen~200K1.05×
07Baden-Württemberg~300K1.03×
08Brandenburg~60K1.00×
09Nordrhein-Westfalen~400K0.97×
10Bremen~20K0.97×
11Hamburg~40K0.96×
12Schleswig-Holstein~70K0.95×
13Saarland~20K0.93×
14Bayern~300K0.92×
15Berlin~80K0.89×
16Hessen~100K0.85×
Fig. 06

Affinity by region

Affinity by region — Cleaning agent, Germany
0.85×1.00×1.55×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Cleaning agent audience
#·InterestCategoryAffinity×
01CloroxHome & Garden39.51×
02Self storageHome & Garden34.24×
03Vacuum flaskHome & Garden21.78×
04HisenseTechnology & Electronics17.42×
05otoMoto.plCars & Mobility16.24×
06Frozen foodFood & Beverages13.93×
07CalciumHealth13.00×
08TefalHome & Garden12.67×
09Dr PepperFood & Beverages12.22×
10Carpet cleaningHome & Garden12.11×
11RefrigeratorHome & Garden9.37×
12Non-alcoholic beverageFood & Beverages8.77×
13AlltoursTravel & Leisure7.92×
14Laundry detergentHome & Garden7.74×
15Mineral waterFood & Beverages7.24×
16NordseeFood & Beverages5.57×
17CleanlinessHome & Garden5.01×
18Aral AGCars & Mobility3.80×
19PostbankBusiness & Career3.75×
20CHECK24Business & Career3.22×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Cleaning agent 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 agent audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.19×
Convenience OrientationPREMIUM2.17×
Need for SecurityCONSERVATISM1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Cleaning agent audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.72×
Price SensitivityPREMIUM0.76×
Early Adopter MentalityPOWER0.78×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Cleaning agent have in Germany?

Cleaning agent has an estimated audience of 2,052,252 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Cleaning agent fans?

64.8% of Cleaning agent fans are female, 35.2% are male, with an average age of 44.7 years.

03

Which brands do Cleaning agent fans like most?

Cleaning agent fans show strongest brand affinity for Self storage (34.24×), Refrigerator (9.37×), and otoMoto.pl (16.24×) over the country average.

04

Where do Cleaning agent fans live in Germany?

Cleaning agent fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Cleaning agent fans also like?

Beyond Cleaning agent itself, the audience over-indexes on Refrigerator (9.37×), otoMoto.pl (16.24×), Carpet cleaning (12.11×), and Clorox (39.51×) 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 agent audiences in other countries

How to read this data

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