Laundry detergent Audience in Germany
Laundry detergent has an estimated audience of 1,494,376 people in Germany. 74.4% are female, 25.6% are male, average age 41.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Detergent, Persil, Frosch, Laundry, Laundry room.
The average Laundry detergent fan in Germany is 41.7 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Detergent, Persil, Frosch, with strongest over-indexing on Detergent (25.55× the country average). Demographically, the Laundry detergent audience skews more female with an average age of 41.7, and over-indexes on personality traits such as Quality Awareness, Design Affinity. 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 Laundry detergent fans
| Metric | Value |
|---|---|
| Female | 74.4% |
| Male | 25.6% |
| Average age | 41.7 |
| Estimated audience size | 1,494,376 |
Audience persona
The typical Laundry detergent fan in Germany is more female, around 41.7 years old, with strong Quality Awareness tendencies and a notable affinity for Detergent.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 370,625 | 1.13× |
| Bayern | 248,971 | 1.04× |
| Baden-Württemberg | 227,440 | 1.12× |
| Niedersachsen | 144,847 | 1× |
| Hessen | 115,626 | 1.02× |
| Rheinland-Pfalz | 75,829 | 1.01× |
| Berlin | 65,626 | 0.98× |
| Sachsen | 65,521 | 0.89× |
| Schleswig-Holstein | 50,327 | 0.94× |
| Brandenburg | 42,799 | 0.92× |
| Thüringen | 37,845 | 0.99× |
| Sachsen-Anhalt | 36,893 | 0.95× |
| Hamburg | 34,256 | 1.01× |
| Mecklenburg-Vorpommern | 24,557 | 0.86× |
| Saarland | 20,807 | 1.13× |
| Bremen | 12,721 | 1× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Detergent | 25.55× | Home & Garden |
| Persil | 54.17× | Home & Garden |
| Frosch | 33.02× | Home & Garden |
| Laundry | 15.42× | Home & Garden |
| Laundry room | 22× | Home & Garden |
| Fabric softener | 34.23× | Home & Garden |
| Cleanliness | 9.26× | Home & Garden |
| Sonett | 33.04× | Home & Garden |
| Henkel | 16.57× | Home & Garden |
| Online grocer | 9.07× | Shopping |
| Commercial cleaning | 9.19× | Business & Career |
| Cleaning agent | 7.74× | Home & Garden |
| Monchhichi | 7.56× | Kids & Family |
| Bauhaus | 2.47× | Shopping |
| REWE | 2.32× | Shopping |
| QVC | 3.56× | Movies & TV |
| Germany | 1.58× | Travel & Leisure |
| Netto Marken-Discount | 2.22× | Shopping |
| reisenthel | 5.45× | Fashion & Accessoires |
| Meister Proper | 13.71× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 1.58 |
| Design Affinity | PREMIUM | 1.41 |
| Healthy Lifestyle | BALANCE | 1.37 |
| Creativity | OPEN | 1.26 |
| Price Sensitivity | PREMIUM | 1.25 |
| Sports Activity | POWER | 1.23 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 26.9% |
| United Kingdom | 4.8% |
| Germany | 4.0% |
See Laundry detergent 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 Laundry detergent have in Germany?
Laundry detergent has an estimated audience of 1,494,376 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Laundry detergent fans?
74.4% of Laundry detergent fans are female, 25.6% are male, with an average age of 41.7 years.
Which brands do Laundry detergent fans like most?
Laundry detergent fans show strongest brand affinity for Detergent (25.55×), Persil (54.17×), and Frosch (33.02×) over the country average.
Where do Laundry detergent fans live in Germany?
Laundry detergent fans in Germany are most concentrated in Nordrhein-Westfalen (reach 370,625), Bayern (reach 248,971), and Baden-Württemberg (reach 227,440). These three regions account for the largest share of the active audience.
What other brands do Laundry detergent fans also like?
Beyond Laundry detergent itself, the audience over-indexes on Persil (54.17×), Frosch (33.02×), Laundry (15.42×), and Laundry room (22×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Laundry detergent. 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.