Rascasse Audience Intelligence

Laundry Audience in Germany

A data profile of the people who buy, follow and care about Laundry in Germany — modelled from more than twelve digital signal sources. Laundry has an estimated audience of 3,640,076 people in Germany.

#1030among Topic in Germany#133in Home & Garden

The average Laundry fan in Germany is 44.3 years old, more female, and lives primarily in Bayern.

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

Top brand affinities include Hygiene, Online shopping, Deichmann, with strongest over-indexing on Hygiene (2.99× the country average).

Demographically, the Laundry audience skews more female with an average age of 44.3, and over-indexes on personality traits such as Creativity, Extroversion.

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

The typical Laundry fan in Germany is more female, around 44.3 years old, with strong Creativity tendencies and a notable affinity for Hygiene.

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 Laundry profile in Germany.

Audience size
3.6M
in Germany
Gender
78.7%♀
21.3% male
Age
44.3
average years
Country rank
#1663
Topic in Germany
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Laundry fans

78.7% are female, 21.3% are male, average age 44.3.

Fig. 02

Gender split

78.7%
Female
21.3%
Male
Demographic split for Laundry audience in Germany
MetricValue
Female78.7%
Male21.3%
Average age44.3
Estimated audience size3,640,076
Fig. 03

Age distribution

Ø 44.3
average years
Age distribution of the Laundry audience in Germany
Age bracketShare%
16-197%
20-2915%
30-3923%
40-4929%
50+26%
Fig. 04

Worldwide distribution

4.3%

of the worldwide Laundry audience comes from Germany.

Worldwide audience distribution share by country for Laundry
CountryShare
United States22.6%
United Kingdom4.7%
Germany4.3%
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 Laundry audience in Germany is strongest.

Fig. 05

Top regions by affinity

Laundry fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~400K2.35×
02Bayern~800K1.42×
03Hessen~400K1.32×
04Hamburg~100K1.19×
05Rheinland-Pfalz~200K1.05×
06Baden-Württemberg~500K1.04×
07Bremen~30K1.04×
08Nordrhein-Westfalen~700K0.93×
09Sachsen~200K0.89×
10Saarland~40K0.85×
11Brandenburg~90K0.84×
12Sachsen-Anhalt~80K0.80×
13Thüringen~70K0.79×
14Niedersachsen~300K0.75×
15Schleswig-Holstein~100K0.73×
16Mecklenburg-Vorpommern~50K0.71×
Fig. 06

Affinity by region

Affinity by region — Laundry, Germany
0.71×1.00×2.35×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Laundry audience
#·InterestCategoryAffinity×
01Washing machineHome & Garden5.06×
02Laundry detergentHome & Garden4.65×
03HosieryFashion & Accessoires3.02×
04HygieneBeauty & Wellness2.99×
05Ernsting's familyShopping2.96×
06QVCMovies & TV2.22×
07DeichmannShopping2.20×
08TchiboShopping1.98×
09BonprixShopping1.90×
10ChairHome & Garden1.88×
11RossmannShopping1.84×
12FurnitureHome & Garden1.55×
13HotelsTravel & Leisure1.55×
14FootwearFashion & Accessoires1.55×
15DogsPets & Animals1.54×
16ArchitectureBusiness & Career1.53×
17Online shoppingShopping1.51×
18EuropeTravel & Leisure1.51×
19CosmeticsBeauty & Wellness1.51×
20Discount storesShopping1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Laundry 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 Laundry audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.42×
ExtroversionTHRILL1.41×
Price SensitivityPREMIUM1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Laundry audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.90×
Early Adopter MentalityPOWER0.95×
Need for SecurityCONSERVATISM0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Laundry have in Germany?

Laundry has an estimated audience of 3,640,076 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Laundry fans?

78.7% of Laundry fans are female, 21.3% are male, with an average age of 44.3 years.

03

Which brands do Laundry fans like most?

Laundry fans show strongest brand affinity for Hygiene (2.99×), Online shopping (1.51×), and Deichmann (2.2×) over the country average.

04

Where do Laundry fans live in Germany?

Laundry fans in Germany are most concentrated in Bayern (reach ~800K), Nordrhein-Westfalen (reach ~700K), and Baden-Württemberg (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Laundry fans also like?

Beyond Laundry itself, the audience over-indexes on Online shopping (1.51×), Deichmann (2.2×), Ernsting's family (2.96×), and Washing machine (5.06×) 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 Laundry audiences in other countries

How to read this data

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