Drugstore Audience in Germany
Drugstore has an estimated audience of 567,257 people in Germany. 77.8% are female, 22.2% are male, average age 41.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Rossmann, Dancing with the Stars, Deichmann, Discount stores, KoRo Drogerie.
The average Drugstore fan in Germany is 41.6 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Rossmann, Dancing with the Stars, Deichmann, with strongest over-indexing on Rossmann (9.44× the country average). Demographically, the Drugstore audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Career Orientation, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Beauty & Wellness · Type: Touchpoint · Subtype: Shopping
Demographics of Drugstore fans
| Metric | Value |
|---|---|
| Female | 77.8% |
| Male | 22.2% |
| Average age | 41.6 |
| Estimated audience size | 567,257 |
Audience persona
The typical Drugstore fan in Germany is more female, around 41.6 years old, with strong Career Orientation tendencies and a notable affinity for Rossmann.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 136,046 | 1.1× |
| Bayern | 96,554 | 1.06× |
| Baden-Württemberg | 85,630 | 1.11× |
| Niedersachsen | 57,033 | 1.04× |
| Hessen | 43,346 | 1× |
| Berlin | 37,952 | 1.5× |
| Rheinland-Pfalz | 27,568 | 0.97× |
| Sachsen | 23,567 | 0.85× |
| Schleswig-Holstein | 19,247 | 0.94× |
| Hamburg | 17,736 | 1.38× |
| Brandenburg | 14,803 | 0.84× |
| Sachsen-Anhalt | 11,345 | 0.77× |
| Thüringen | 9,715 | 0.67× |
| Mecklenburg-Vorpommern | 9,665 | 0.89× |
| Bremen | 5,744 | 1.18× |
| Saarland | 4,900 | 0.7× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rossmann | 9.44× | Shopping |
| Dancing with the Stars | 50.33× | Movies & TV |
| Deichmann | 3.29× | Shopping |
| Discount stores | 2.42× | Shopping |
| KoRo Drogerie | 14.09× | Shopping |
| C&A | 3.7× | Shopping |
| Arts and music | 1.74× | Arts & Culture |
| Kaufland | 2.5× | Shopping |
| Pixi | 14.93× | Beauty & Wellness |
| Netto Marken-Discount | 2.49× | Shopping |
| Korea Cosmetics | 29.5× | Beauty & Wellness |
| Beauty salons | 3.03× | Beauty & Wellness |
| Cosmetics | 2.25× | Beauty & Wellness |
| Edeka | 2.37× | Shopping |
| Rituals | 3.32× | Beauty & Wellness |
| Skin care | 3.41× | Beauty & Wellness |
| Personal care | 3.18× | Health |
| Beauty | 1.78× | Beauty & Wellness |
| Aral AG | 2.52× | Cars & Mobility |
| Shopping | 1.61× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Career Orientation | POWER | 3.02 |
| Indulgence | JOY | 1.74 |
| Sustainability | BALANCE | 1.72 |
| Price Sensitivity | PREMIUM | 1.46 |
| DIY Mentality | THRILL | 1.44 |
| Design Affinity | PREMIUM | 1.4 |
Worldwide distribution
| Country | Share |
|---|---|
| China | 13.6% |
| Chile | 7.2% |
| Thailand | 4.9% |
See Drugstore audiences in other countries
More Shopping audiences in Germany
- Beauty boutique (154,934)
- Duty-free shop (117,807)
Frequently asked questions
How many fans does Drugstore have in Germany?
Drugstore has an estimated audience of 567,257 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Drugstore fans?
77.8% of Drugstore fans are female, 22.2% are male, with an average age of 41.6 years.
Which brands do Drugstore fans like most?
Drugstore fans show strongest brand affinity for Rossmann (9.44×), Dancing with the Stars (50.33×), and Deichmann (3.29×) over the country average.
Where do Drugstore fans live in Germany?
Drugstore fans in Germany are most concentrated in Nordrhein-Westfalen (reach 136,046), Bayern (reach 96,554), and Baden-Württemberg (reach 85,630). These three regions account for the largest share of the active audience.
What other brands do Drugstore fans also like?
Beyond Drugstore itself, the audience over-indexes on Dancing with the Stars (50.33×), Deichmann (3.29×), Discount stores (2.42×), and KoRo Drogerie (14.09×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Drugstore. 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.