Nivea Target Market in Germany
A data profile of the people who buy, follow and care about Nivea in Germany — modelled from more than twelve digital signal sources. Nivea has an estimated audience of 1,433,934 people in Germany.
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, Ernsting's family, Deichmann, 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 Creativity, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Nivea fan in Germany is more female, around 42.0 years old, with strong Creativity tendencies and a notable affinity for Lip balm.
At a glance
The key figures that characterise the Nivea profile in Germany.
Search interest · 12-month trend
Customer demographics of Nivea
79.6% are female, 20.4% are male, average age 42.0.
Gender split
| Metric | Value |
|---|---|
| Female | 79.6% |
| Male | 20.4% |
| Average age | 42.0 |
| Estimated audience size | 1,433,934 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 23% | |
| 40-49 | 26% | |
| 50+ | 22% |
Worldwide distribution
of the worldwide Nivea audience comes from Germany.
| Country | Share |
|---|---|
| Brazil | 12.1% |
| United States | 10.2% |
| India | 6.5% |
Geography
Where the Nivea audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hamburg | ~60K | 1.72× | |
| 02 | Berlin | ~80K | 1.25× | |
| 03 | Schleswig-Holstein | ~60K | 1.22× | |
| 04 | Niedersachsen | ~100K | 1.04× | |
| 05 | Nordrhein-Westfalen | ~300K | 1.03× | |
| 06 | Bremen | ~10K | 0.99× | |
| 07 | Hessen | ~100K | 0.97× | |
| 08 | Brandenburg | ~40K | 0.93× | |
| 09 | Baden-Württemberg | ~200K | 0.90× | |
| 10 | Bayern | ~200K | 0.88× | |
| 11 | Rheinland-Pfalz | ~60K | 0.88× | |
| 12 | Mecklenburg-Vorpommern | ~20K | 0.87× | |
| 13 | Saarland | ~20K | 0.87× | |
| 14 | Sachsen-Anhalt | ~30K | 0.86× | |
| 15 | Thüringen | ~30K | 0.85× | |
| 16 | Sachsen | ~60K | 0.79× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Nivea audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lip balm | Beauty & Wellness | 8.43× | ||
| 02 | Ernsting's family | Shopping | 3.99× | ||
| 03 | Street One | Fashion & Accessoires | 3.83× | ||
| 04 | QVC | Movies & TV | 3.43× | ||
| 05 | Ulla Popken | Fashion & Accessoires | 3.40× | ||
| 06 | Alles was zählt | Movies & TV | 3.33× | ||
| 07 | Bonprix | Shopping | 3.21× | ||
| 08 | Storm of Love | Movies & TV | 3.21× | ||
| 09 | Tchibo | Shopping | 2.97× | ||
| 10 | Personal care | Health | 2.86× | ||
| 11 | C&A | Shopping | 2.86× | ||
| 12 | Deichmann | Shopping | 2.79× | ||
| 13 | Gute Zeiten, schlechte Zeiten | Movies & TV | 2.69× | ||
| 14 | Rossmann | Shopping | 2.14× | ||
| 15 | Müller (company) | Food & Beverages | 1.79× | ||
| 16 | H&M | Shopping | 1.77× | ||
| 17 | REWE | Shopping | 1.75× | ||
| 18 | Netto Marken-Discount | Shopping | 1.71× | ||
| 19 | Obi (store) | Shopping | 1.64× | ||
| 20 | IKEA | Home & Garden | 1.62× |
Personality of the Nivea audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.34× | |
| Family Orientation | CONSERVATISM | 1.34× | |
| Pet Ownership | JOY | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.55× | |
| Patriotism | CONSERVATISM | 0.60× | |
| Risk Appetite | THRILL | 0.63× |
Frequently asked questions
Who is Nivea's target market in Germany?
Nivea's target market in Germany covers an estimated 1,433,934 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Nivea customers?
79.6% of the Nivea audience 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×), Ernsting's family (3.99×), and Deichmann (2.79×) over the country average.
Where do Nivea fans live in Germany?
Nivea fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). 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 Ernsting's family (3.99×), Deichmann (2.79×), Bonprix (3.21×), and QVC (3.43×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Personal care audiences in Germany
- L'Oréal (3,373,092)
- La Roche-Posay (1,803,805)
- M. Asam (1,719,685)
- Vichy (1,024,007)
- Garnier (917,878)
See Nivea audiences in other countries
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.
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