Henkel Audience in Germany
Henkel has an estimated audience of 548,901 people in Germany. 75.0% are female, 25.0% are male, average age 37.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: United Parcel Service, Handmade, AliExpress, Child development, Mortgage calculator.
The average Henkel fan in Germany is 37.4 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include United Parcel Service, Handmade, AliExpress, with strongest over-indexing on United Parcel Service (4.24× the country average). Demographically, the Henkel audience skews more female with an average age of 37.4, and over-indexes on personality traits such as Career Orientation, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand · Subtype: Detergent
Demographics of Henkel fans
| Metric | Value |
|---|---|
| Female | 75.0% |
| Male | 25.0% |
| Average age | 37.4 |
| Estimated audience size | 548,901 |
Audience persona
The typical Henkel fan in Germany is more female, around 37.4 years old, with strong Career Orientation tendencies and a notable affinity for United Parcel Service.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 292,269 | 2.43× |
| Bayern | 100,779 | 1.14× |
| Baden-Württemberg | 94,370 | 1.26× |
| Hessen | 67,434 | 1.61× |
| Niedersachsen | 51,932 | 0.97× |
| Berlin | 29,363 | 1.2× |
| Sachsen | 19,079 | 0.71× |
| Hamburg | 17,816 | 1.44× |
| Schleswig-Holstein | 16,888 | 0.86× |
| Rheinland-Pfalz | 16,365 | 0.6× |
| Brandenburg | 10,299 | 0.6× |
| Thüringen | 8,992 | 0.64× |
| Sachsen-Anhalt | 8,483 | 0.6× |
| Mecklenburg-Vorpommern | 5,247 | 0.5× |
| Bremen | 3,997 | 0.85× |
| Saarland | 3,964 | 0.59× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| United Parcel Service | 4.24× | Business & Career |
| Handmade | 3.16× | Home & Garden |
| AliExpress | 2.16× | Shopping |
| Child development | 2.23× | Business & Career |
| Mortgage calculator | 3.15× | Home & Garden |
| Uniqlo | 2.19× | Shopping |
| Galatasaray S.K. | 1.57× | Sports |
| Home Design | 1.76× | Home & Garden |
| Bob Dylan | 3.94× | Music & Radio |
| Luxury Watches | 3.63× | Fashion & Accessoires |
| Marina Bay Sands | 6.37× | Travel & Leisure |
| Pet store | 1.89× | Pets & Animals |
| Luxury | 3.58× | Fashion & Accessoires |
| Google News | 2.21× | News |
| Architecture & Design | 1.72× | Business & Career |
| Dog lovers | 1.73× | Pets & Animals |
| Retro style | 2.06× | Fashion & Accessoires |
| Healthy habits | 1.68× | Health |
| Pizza | 1.82× | Food & Beverages |
| Avengers (band) | 5.59× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Career Orientation | POWER | 1.47 |
| Price Sensitivity | PREMIUM | 1.3 |
| Pet Ownership | JOY | 1.29 |
| Design Affinity | PREMIUM | 1.23 |
| Tradition | CONSERVATISM | 1.19 |
| Creativity | OPEN | 1.13 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 12.3% |
| Germany | 11.3% |
| China | 6.2% |
See Henkel audiences in other countries
More Detergent audiences in Germany
- Procter & Gamble (1,210,734)
- Unilever (837,083)
- Ariel (detergent) (639,483)
- WD-40 (498,413)
- Persil (398,767)
Frequently asked questions
How many fans does Henkel have in Germany?
Henkel has an estimated audience of 548,901 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Henkel fans?
75.0% of Henkel fans are female, 25.0% are male, with an average age of 37.4 years.
Which brands do Henkel fans like most?
Henkel fans show strongest brand affinity for United Parcel Service (4.24×), Handmade (3.16×), and AliExpress (2.16×) over the country average.
Where do Henkel fans live in Germany?
Henkel fans in Germany are most concentrated in Nordrhein-Westfalen (reach 292,269), Bayern (reach 100,779), and Baden-Württemberg (reach 94,370). These three regions account for the largest share of the active audience.
What other brands do Henkel fans also like?
Beyond Henkel itself, the audience over-indexes on Handmade (3.16×), AliExpress (2.16×), Child development (2.23×), and Mortgage calculator (3.15×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Henkel. 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.