Fabric softener Audience in Germany
Fabric softener has an estimated audience of 229,210 people in Germany. 63.4% are female, 36.6% are male, average age 40.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Surf (detergent), Tide (brand), Pixels (2015 film), Clothes dryer, IKEA.
The average Fabric softener fan in Germany is 40.9 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Surf (detergent), Tide (brand), Pixels (2015 film), with strongest over-indexing on Surf (detergent) (41.48× the country average). Demographically, the Fabric softener audience skews more female with an average age of 40.9, and over-indexes on personality traits such as Quality Awareness, Career Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Fabric softener fans
| Metric | Value |
|---|---|
| Female | 63.4% |
| Male | 36.6% |
| Average age | 40.9 |
| Estimated audience size | 229,210 |
Audience persona
The typical Fabric softener fan in Germany is more female, around 40.9 years old, with strong Quality Awareness tendencies and a notable affinity for Surf (detergent).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 59,034 | 1.18× |
| Bayern | 37,618 | 1.02× |
| Baden-Württemberg | 32,954 | 1.05× |
| Niedersachsen | 22,440 | 1.01× |
| Hessen | 18,507 | 1.06× |
| Rheinland-Pfalz | 11,629 | 1.01× |
| Berlin | 11,230 | 1.1× |
| Sachsen | 10,765 | 0.96× |
| Schleswig-Holstein | 7,521 | 0.91× |
| Brandenburg | 6,617 | 0.93× |
| Sachsen-Anhalt | 5,973 | 1.01× |
| Hamburg | 5,607 | 1.08× |
| Thüringen | 5,250 | 0.9× |
| Mecklenburg-Vorpommern | 3,789 | 0.87× |
| Saarland | 2,626 | 0.93× |
| Bremen | 1,929 | 0.98× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Surf (detergent) | 41.48× | Home & Garden |
| Tide (brand) | 33.84× | Home & Garden |
| Pixels (2015 film) | 26.59× | Movies & TV |
| Clothes dryer | 14.06× | Home & Garden |
| IKEA | 2.92× | Home & Garden |
| Laundry detergent | 10.43× | Home & Garden |
| Food and drink | 1.98× | Food & Beverages |
| Entertainment | 1.98× | Movies & TV |
| Febreze | 29.98× | Home & Garden |
| Food | 2.07× | Food & Beverages |
| Gala | 3.02× | News |
| Bath salts | 22.77× | Home & Garden |
| Washing machine | 8.23× | Home & Garden |
| Mr. Clean | 28.29× | Home & Garden |
| Harry Potter | 2.17× | Movies & TV |
| Ariel (detergent) | 14.56× | Home & Garden |
| Sports | 1.94× | Sports |
| Arts and music | 1.87× | Arts & Culture |
| Hygiene | 3.96× | Beauty & Wellness |
| Burger King | 3.13× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 1.9 |
| Career Orientation | POWER | 1.78 |
| Convenience Orientation | PREMIUM | 1.53 |
| Price Sensitivity | PREMIUM | 1.42 |
| DIY Mentality | THRILL | 1.3 |
| Sustainability | BALANCE | 1.11 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 16.4% |
| Brazil | 13.6% |
| Japan | 5.5% |
See Fabric softener audiences in other countries
More Home & Garden audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Fabric softener have in Germany?
Fabric softener has an estimated audience of 229,210 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Fabric softener fans?
63.4% of Fabric softener fans are female, 36.6% are male, with an average age of 40.9 years.
Which brands do Fabric softener fans like most?
Fabric softener fans show strongest brand affinity for Surf (detergent) (41.48×), Tide (brand) (33.84×), and Pixels (2015 film) (26.59×) over the country average.
Where do Fabric softener fans live in Germany?
Fabric softener fans in Germany are most concentrated in Nordrhein-Westfalen (reach 59,034), Bayern (reach 37,618), and Baden-Württemberg (reach 32,954). These three regions account for the largest share of the active audience.
What other brands do Fabric softener fans also like?
Beyond Fabric softener itself, the audience over-indexes on Tide (brand) (33.84×), Pixels (2015 film) (26.59×), Clothes dryer (14.06×), and IKEA (2.92×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Fabric softener. 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.