Rascasse Audience Intelligence

Laundry detergent Audience in Germany

A data profile of the people who buy, follow and care about Laundry detergent in Germany — modelled from more than twelve digital signal sources. Laundry detergent has an estimated audience of 1,494,376 people in Germany.

#2418among Topic in Germany#328in Home & Garden

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, Community Orientation.

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

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.

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 detergent profile in Germany.

Audience size
1.5M
in Germany
Gender
74.4%♀
25.6% male
Age
41.7
average years
Country rank
#4474
Topic in Germany
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Laundry detergent fans

74.4% are female, 25.6% are male, average age 41.7.

Fig. 02

Gender split

74.4%
Female
25.6%
Male
Demographic split for Laundry detergent audience in Germany
MetricValue
Female74.4%
Male25.6%
Average age41.7
Estimated audience size1,494,376
Fig. 03

Age distribution

Ø 41.7
average years
Age distribution of the Laundry detergent audience in Germany
Age bracketShare%
16-1910%
20-2919%
30-3925%
40-4926%
50+20%
Fig. 04

Worldwide distribution

4.0%

of the worldwide Laundry detergent audience comes from Germany.

Worldwide audience distribution share by country for Laundry detergent
CountryShare
United States26.9%
United Kingdom4.8%
Germany4.0%
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 detergent audience in Germany is strongest.

Fig. 05

Top regions by affinity

Laundry detergent fans by region: top regions in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~400K1.14×
02Saarland~20K1.12×
03Baden-Württemberg~200K1.06×
04Sachsen-Anhalt~40K1.03×
05Rheinland-Pfalz~80K1.01×
06Thüringen~40K1.01×
07Bayern~200K1.00×
08Niedersachsen~100K0.99×
09Hessen~100K0.99×
10Brandenburg~50K0.98×
11Hamburg~30K0.98×
12Bremen~10K0.98×
13Berlin~60K0.96×
14Schleswig-Holstein~50K0.95×
15Sachsen~70K0.93×
16Mecklenburg-Vorpommern~30K0.91×
Fig. 06

Affinity by region

Affinity by region — Laundry detergent, 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 Laundry detergent audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Laundry detergent audience
#·InterestCategoryAffinity×
01PersilHome & Garden54.17×
02Fabric softenerHome & Garden34.23×
03SonettHome & Garden33.04×
04FroschHome & Garden33.02×
05DetergentHome & Garden25.55×
06Laundry roomHome & Garden22.00×
07HenkelHome & Garden16.57×
08LaundryHome & Garden15.42×
09Meister ProperHome & Garden13.71×
10CleanlinessHome & Garden9.26×
11Commercial cleaningBusiness & Career9.19×
12Online grocerShopping9.07×
13Cleaning agentHome & Garden7.74×
14MonchhichiKids & Family7.56×
15reisenthelFashion & Accessoires5.45×
16QVCMovies & TV3.56×
17BauhausShopping2.47×
18REWEShopping2.32×
19Netto Marken-DiscountShopping2.22×
20GermanyTravel & Leisure1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Laundry detergent 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 detergent audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.85×
Community OrientationOPEN1.60×
Convenience OrientationPREMIUM1.58×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Laundry detergent audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.84×
Luxury OrientationPREMIUM0.85×
ExtroversionTHRILL0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Laundry detergent fans live in Germany?

Laundry detergent fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Home & Garden audiences in Germany

See Laundry detergent audiences in other countries

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.

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