Rascasse Audience Intelligence

Fabric softener Audience in Germany

A data profile of the people who buy, follow and care about Fabric softener in Germany — modelled from more than twelve digital signal sources. Fabric softener has an estimated audience of 229,210 people in Germany.

#7013among Topic in Germany#980in Home & Garden

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 Tide (brand), Surf (detergent), Pixels (2015 film), with strongest over-indexing on Tide (brand) (33.84× 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 Tradition, Healthy Lifestyle.

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

The typical Fabric softener fan in Germany is more female, around 40.9 years old, with strong Tradition tendencies and a notable affinity for Tide (brand).

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 Fabric softener profile in Germany.

Audience size
229K
in Germany
Gender
63.4%♀
36.6% male
Age
40.9
average years
Country rank
#20826
Topic in Germany
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Fabric softener fans

63.4% are female, 36.6% are male, average age 40.9.

Fig. 02

Gender split

63.4%
Female
36.6%
Male
Demographic split for Fabric softener audience in Germany
MetricValue
Female63.4%
Male36.6%
Average age40.9
Estimated audience size229,210
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the Fabric softener audience in Germany
Age bracketShare%
16-1911%
20-2919%
30-3926%
40-4927%
50+17%
Fig. 04

Worldwide distribution

2.3%

of the worldwide Fabric softener audience comes from Germany.

Worldwide audience distribution share by country for Fabric softener
CountryShare
United States16.4%
Brazil13.6%
Japan5.5%
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 Fabric softener audience in Germany is strongest.

Fig. 05

Top regions by affinity

Fabric softener fans by region: top regions in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~60K1.14×
02Bremen~2K1.08×
03Hamburg~6K1.07×
04Berlin~10K1.06×
05Hessen~20K1.05×
06Baden-Württemberg~30K1.03×
07Sachsen-Anhalt~6K1.02×
08Rheinland-Pfalz~10K1.01×
09Saarland~3K1.00×
10Bayern~40K0.99×
11Niedersachsen~20K0.99×
12Sachsen~10K0.95×
13Brandenburg~7K0.93×
14Thüringen~5K0.93×
15Schleswig-Holstein~8K0.92×
16Mecklenburg-Vorpommern~4K0.91×
Fig. 06

Affinity by region

Affinity by region — Fabric softener, Germany
0.91×1.00×1.14×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fabric softener audience
#·InterestCategoryAffinity×
01Surf (detergent)Home & Garden41.48×
02Tide (brand)Home & Garden33.84×
03FebrezeHome & Garden29.98×
04Mr. CleanHome & Garden28.29×
05Pixels (2015 film)Movies & TV26.59×
06Bath saltsHome & Garden22.77×
07Clothes ironFashion & Accessoires16.64×
08Ariel (detergent)Home & Garden14.56×
09Clothes dryerHome & Garden14.06×
10Laundry detergentHome & Garden10.43×
11Washing machineHome & Garden8.23×
12HygieneBeauty & Wellness3.96×
13Burger KingFood & Beverages3.13×
14IKEAHome & Garden2.92×
15H&MShopping2.68×
16FoodFood & Beverages2.07×
17Food and drinkFood & Beverages1.98×
18EntertainmentMovies & TV1.98×
19SportsSports1.94×
20Arts and musicArts & Culture1.87×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fabric softener 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 Fabric softener audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM2.34×
Healthy LifestyleBALANCE2.18×
Pet OwnershipJOY2.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fabric softener audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL1.12×
PatriotismCONSERVATISM1.12×
CreativityOPEN1.13×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Fabric softener fans like most?

Fabric softener fans show strongest brand affinity for Tide (brand) (33.84×), Surf (detergent) (41.48×), and Pixels (2015 film) (26.59×) over the country average.

04

Where do Fabric softener fans live in Germany?

Fabric softener fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~60K), Bayern (reach ~40K), and Baden-Württemberg (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Fabric softener fans also like?

Beyond Fabric softener itself, the audience over-indexes on Surf (detergent) (41.48×), Pixels (2015 film) (26.59×), Clothes dryer (14.06×), and IKEA (2.92×) 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 Fabric softener audiences in other countries

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.

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