Nivea Audience in Germany
Nivea has an estimated audience of 1,427,207 people in Germany. 79.6% are female, 20.4% are male, average age 42.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Lip balm, Deichmann, Ernsting's family, Gala, Bonprix.
The average Nivea fan in Germany is 42.0 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Lip balm, Deichmann, Ernsting's family, with strongest over-indexing on Lip balm (8.43× the country average). Demographically, the Nivea audience skews more female with an average age of 42.0, and over-indexes on personality traits such as Family Orientation, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Beauty & Wellness · Type: Brand · Subtype: Personal care
Demographics of Nivea fans
| Metric | Value |
|---|---|
| Female | 79.6% |
| Male | 20.4% |
| Average age | 42.0 |
| Estimated audience size | 1,427,207 |
Audience persona
The typical Nivea fan in Germany is more female, around 42.0 years old, with strong Family Orientation tendencies and a notable affinity for Lip balm.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 330,382 | 1.06× |
| Bayern | 210,663 | 0.92× |
| Baden-Württemberg | 178,583 | 0.92× |
| Niedersachsen | 144,991 | 1.05× |
| Hessen | 107,919 | 0.99× |
| Berlin | 79,403 | 1.24× |
| Schleswig-Holstein | 63,153 | 1.23× |
| Rheinland-Pfalz | 62,469 | 0.87× |
| Hamburg | 57,433 | 1.78× |
| Sachsen | 55,655 | 0.8× |
| Brandenburg | 40,346 | 0.91× |
| Sachsen-Anhalt | 30,598 | 0.83× |
| Thüringen | 29,663 | 0.82× |
| Mecklenburg-Vorpommern | 22,468 | 0.82× |
| Saarland | 14,259 | 0.81× |
| Bremen | 11,591 | 0.95× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Lip balm | 8.43× | Beauty & Wellness |
| Deichmann | 2.79× | Shopping |
| Ernsting's family | 3.99× | Shopping |
| Gala | 2.5× | News |
| Bonprix | 3.21× | Shopping |
| QVC | 3.43× | Movies & TV |
| Tchibo | 2.97× | Shopping |
| C&A | 2.86× | Shopping |
| Personal care | 2.86× | Health |
| Street One | 3.83× | Fashion & Accessoires |
| Rossmann | 2.14× | Shopping |
| Gute Zeiten, schlechte Zeiten | 2.69× | Movies & TV |
| Wetter.com | 2.06× | Home & Garden |
| Storm of Love | 3.21× | Movies & TV |
| Let's Dance (German TV series) | 2.59× | Movies & TV |
| REWE | 1.75× | Shopping |
| H&M | 1.77× | Shopping |
| Obi (store) | 1.64× | Shopping |
| Netto Marken-Discount | 1.71× | Shopping |
| IKEA | 1.62× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.28 |
| Indulgence | JOY | 1.26 |
| Healthy Lifestyle | BALANCE | 1.24 |
| Creativity | OPEN | 1.24 |
| Sports Activity | POWER | 1.12 |
| Tradition | CONSERVATISM | 1.11 |
Worldwide distribution
| Country | Share |
|---|---|
| Brazil | 12.4% |
| United States | 10.5% |
| India | 6.7% |
See Nivea audiences in other countries
More Personal care audiences in Germany
- L'Oréal (3,375,575)
- M. Asam (1,786,742)
- La Roche-Posay (1,778,217)
- Vichy (1,029,040)
- Garnier (914,067)
Frequently asked questions
How many fans does Nivea have in Germany?
Nivea has an estimated audience of 1,427,207 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Nivea fans?
79.6% of Nivea fans are female, 20.4% are male, with an average age of 42.0 years.
Which brands do Nivea fans like most?
Nivea fans show strongest brand affinity for Lip balm (8.43×), Deichmann (2.79×), and Ernsting's family (3.99×) over the country average.
Where do Nivea fans live in Germany?
Nivea fans in Germany are most concentrated in Nordrhein-Westfalen (reach 330,382), Bayern (reach 210,663), and Baden-Württemberg (reach 178,583). These three regions account for the largest share of the active audience.
What other brands do Nivea fans also like?
Beyond Nivea itself, the audience over-indexes on Deichmann (2.79×), Ernsting's family (3.99×), Gala (2.5×), and Bonprix (3.21×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Nivea. 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.