Rascasse Audience Intelligence

Listerine Target Market in Germany

A data profile of the people who buy, follow and care about Listerine in Germany — modelled from more than twelve digital signal sources. Listerine has an estimated audience of 491,969 people in Germany.

#2among Dental care in Germany#1549among Brand in Germany#183in Beauty & Wellness

The average Listerine fan in Germany is 41.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Mouthwash, Chlorhexamed, Dental public health, with strongest over-indexing on Mouthwash (750× the country average).

Demographically, the Listerine audience skews more female with an average age of 41.5, and over-indexes on personality traits such as Price Sensitivity, Need for Security.

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

The typical Listerine fan in Germany is more female, around 41.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Mouthwash.

Category: Beauty & Wellness · Type: Brand · Subtype: Dental care

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 Listerine profile in Germany.

Audience size
492K
in Germany
Gender
59.3%♀
40.7% male
Age
41.5
average years
Country rank
#11902
Brand in Germany
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Listerine

59.3% are female, 40.7% are male, average age 41.5.

Fig. 02

Gender split

59.3%
Female
40.7%
Male
Demographic split for Listerine audience in Germany
MetricValue
Female59.3%
Male40.7%
Average age41.5
Estimated audience size491,969
Fig. 03

Age distribution

Ø 41.5
average years
Age distribution of the Listerine audience in Germany
Age bracketShare%
16-1915%
20-2917%
30-3919%
40-4924%
50+24%
Fig. 04

Worldwide distribution

4.3%

of the worldwide Listerine audience comes from Germany.

Worldwide audience distribution share by country for Listerine
CountryShare
United States15.0%
Brazil14.7%
Colombia5.7%
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 Listerine audience in Germany is strongest.

Fig. 05

Top regions by affinity

Listerine customers by region in Germany
#RegionReachAffinity×
01Hessen~40K1.12×
02Nordrhein-Westfalen~100K1.10×
03Baden-Württemberg~70K1.09×
04Rheinland-Pfalz~30K1.09×
05Bayern~80K1.05×
06Berlin~20K1.05×
07Hamburg~10K1.04×
08Saarland~6K1.03×
09Niedersachsen~50K0.98×
10Schleswig-Holstein~20K0.98×
11Sachsen~20K0.96×
12Bremen~4K0.96×
13Sachsen-Anhalt~10K0.92×
14Thüringen~10K0.92×
15Brandenburg~10K0.91×
16Mecklenburg-Vorpommern~8K0.86×
Fig. 06

Affinity by region

Affinity by region — Listerine, Germany
0.86×1.00×1.12×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Listerine audience
#·InterestCategoryAffinity×
01MouthwashHealth750.00×
02ChlorhexamedHealth395.58×
03Azerbaycan Universiteti / Azerbaijan UniversityBusiness & Career242.10×
04Chicken saladFood & Beverages175.99×
05Close-Up (toothpaste)Beauty & Wellness165.71×
06Human toothHealth100.17×
07Commercial driver's license trainingBusiness & Career99.08×
08Dental public healthHealth97.58×
09Tooth lossHealth90.91×
10InvisalignHealth67.67×
11Loma Linda University School of DentistryBusiness & Career64.24×
12ToothbrushBeauty & Wellness58.27×
13ToothpasteBeauty & Wellness53.33×
14Blend-a-medHealth53.33×
15Odol-med3Health53.33×
16Oral-BBeauty & Wellness44.44×
17ParodontaxHealth27.76×
18University of Dental Medicine, MandalayBusiness & Career20.00×
19Range Rover (L405)Cars & Mobility15.93×
20Range Rover (L322)Cars & Mobility14.87×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Listerine 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 Listerine audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.91×
Need for SecurityCONSERVATISM1.90×
Design AffinityPREMIUM1.70×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Listerine audience · Rather not
TraitClusterDeviationScore
Family OrientationCONSERVATISM0.98×
Healthy LifestyleBALANCE1.25×
DIY MentalityTHRILL1.27×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Listerine's target market in Germany?

Listerine's target market in Germany covers an estimated 491,969 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Listerine customers?

59.3% of the Listerine audience are female, 40.7% are male, with an average age of 41.5 years.

03

Which brands do Listerine fans like most?

Listerine fans show strongest brand affinity for Mouthwash (750×), Chlorhexamed (395.58×), and Dental public health (97.58×) over the country average.

04

Where do Listerine fans live in Germany?

Listerine fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~80K), and Baden-Württemberg (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Listerine fans also like?

Beyond Listerine itself, the audience over-indexes on Chlorhexamed (395.58×), Dental public health (97.58×), Toothbrush (58.27×), and Toothpaste (53.33×) compared to the Germany average.

Appendix

Explore more audiences

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

More Dental care audiences in Germany

See Listerine audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →