Rascasse Audience Intelligence

Detergent Audience in Germany

A data profile of the people who buy, follow and care about Detergent in Germany — modelled from more than twelve digital signal sources. Detergent has an estimated audience of 2,378,045 people in Germany.

#1657among Topic in Germany#227in Home & Garden

The average Detergent fan in Germany is 43.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Meister Proper, Frosch, Mahatma Gandhi, with strongest over-indexing on Meister Proper (16.55× the country average).

Demographically, the Detergent audience skews more female with an average age of 43.6, and over-indexes on personality traits such as Sustainability, Family Orientation.

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

The typical Detergent fan in Germany is more female, around 43.6 years old, with strong Sustainability tendencies and a notable affinity for Meister Proper.

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 Detergent profile in Germany.

Audience size
2.4M
in Germany
Gender
73.5%♀
26.5% male
Age
43.6
average years
Country rank
#2790
Topic in Germany
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Detergent fans

73.5% are female, 26.5% are male, average age 43.6.

Fig. 02

Gender split

73.5%
Female
26.5%
Male
Demographic split for Detergent audience in Germany
MetricValue
Female73.5%
Male26.5%
Average age43.6
Estimated audience size2,378,045
Fig. 03

Age distribution

Ø 43.6
average years
Age distribution of the Detergent audience in Germany
Age bracketShare%
16-199%
20-2916%
30-3922%
40-4926%
50+27%
Fig. 04

Worldwide distribution

3.9%

of the worldwide Detergent audience comes from Germany.

Worldwide audience distribution share by country for Detergent
CountryShare
United States23.4%
Italy5.8%
Taiwan4.3%
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 Detergent audience in Germany is strongest.

Fig. 05

Top regions by affinity

Detergent fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~100K1.35×
02Hessen~200K1.29×
03Hamburg~70K1.24×
04Bayern~400K1.06×
05Baden-Württemberg~300K1.06×
06Bremen~20K1.05×
07Saarland~30K1.01×
08Nordrhein-Westfalen~500K0.99×
09Rheinland-Pfalz~100K0.98×
10Schleswig-Holstein~80K0.97×
11Brandenburg~70K0.95×
12Niedersachsen~200K0.92×
13Thüringen~50K0.89×
14Sachsen~100K0.86×
15Sachsen-Anhalt~50K0.86×
16Mecklenburg-Vorpommern~40K0.85×
Fig. 06

Affinity by region

Affinity by region — Detergent, Germany
0.85×1.00×1.35×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Detergent audience
#·InterestCategoryAffinity×
01Meister ProperHome & Garden16.55×
02Mahatma GandhiPolitics & Society14.32×
03FroschHome & Garden10.21×
04SonettHome & Garden10.13×
05Laundry detergentHome & Garden5.88×
06Cleaning agentHome & Garden3.49×
07CleanlinessHome & Garden2.68×
08LaundryHome & Garden2.58×
09Used CarsCars & Mobility2.50×
10CleaningHome & Garden2.23×
11Equine therapyHealth2.13×
12Gute Zeiten, schlechte ZeitenMovies & TV2.03×
13CarcareCars & Mobility1.99×
14Auto maintenanceCars & Mobility1.74×
15Heidi KlumFashion & Accessoires1.72×
16Harry PotterMovies & TV1.60×
17Let's Dance (German TV series)Movies & TV1.60×
18Ernsting's familyShopping1.52×
19ToddlerKids & Family1.51×
20Baby foodKids & Family1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Detergent 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 Detergent audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.19×
Family OrientationCONSERVATISM1.14×
DIY MentalityTHRILL1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Detergent audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.62×
IndividualismJOY0.64×
TravellingTHRILL0.67×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Detergent have in Germany?

Detergent has an estimated audience of 2,378,045 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Detergent fans?

73.5% of Detergent fans are female, 26.5% are male, with an average age of 43.6 years.

03

Which brands do Detergent fans like most?

Detergent fans show strongest brand affinity for Meister Proper (16.55×), Frosch (10.21×), and Mahatma Gandhi (14.32×) over the country average.

04

Where do Detergent fans live in Germany?

Detergent fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Bayern (reach ~400K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Detergent fans also like?

Beyond Detergent itself, the audience over-indexes on Frosch (10.21×), Mahatma Gandhi (14.32×), Harry Potter (1.6×), and Laundry detergent (5.88×) 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 Detergent audiences in other countries

How to read this data

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