Rascasse Audience Intelligence

Personal care Audience in Germany

A data profile of the people who buy, follow and care about Personal care in Germany — modelled from more than twelve digital signal sources. Personal care has an estimated audience of 9,317,698 people in Germany.

#233among Topic in Germany#10in Health

The average Personal care fan in Germany is 38.4 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Rossmann, Makeup Tutorials, Ernsting's family, with strongest over-indexing on Rossmann (1.66× the country average).

Demographically, the Personal care audience skews more female with an average age of 38.4, and over-indexes on personality traits such as Individualism, Price Sensitivity.

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

The typical Personal care fan in Germany is more female, around 38.4 years old, with strong Individualism tendencies and a notable affinity for Rossmann.

Category: Health · 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 Personal care profile in Germany.

Audience size
9.3M
in Germany
Gender
68.4%♀
31.6% male
Age
38.4
average years
Country rank
#381
Topic in Germany
Fig. 01

Search interest · 12-month trend

-32%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Personal care fans

68.4% are female, 31.6% are male, average age 38.4.

Fig. 02

Gender split

68.4%
Female
31.6%
Male
Demographic split for Personal care audience in Germany
MetricValue
Female68.4%
Male31.6%
Average age38.4
Estimated audience size9,317,698
Fig. 03

Age distribution

Ø 38.4
average years
Age distribution of the Personal care audience in Germany
Age bracketShare%
16-1920%
20-2920%
30-3922%
40-4922%
50+16%
Fig. 04

Worldwide distribution

2.8%

of the worldwide Personal care audience comes from Germany.

Worldwide audience distribution share by country for Personal care
CountryShare
United States14.9%
Brazil6.8%
Italy5.5%
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 Personal care audience in Germany is strongest.

Fig. 05

Top regions by affinity

Personal care fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~100K1.61×
02Saarland~200K1.46×
03Schleswig-Holstein~400K1.19×
04Sachsen-Anhalt~300K1.05×
05Hamburg~200K1.04×
06Mecklenburg-Vorpommern~200K1.02×
07Thüringen~200K0.99×
08Brandenburg~300K0.95×
09Rheinland-Pfalz~400K0.90×
10Sachsen~400K0.88×
11Hessen~600K0.86×
12Berlin~400K0.85×
13Niedersachsen~700K0.80×
14Bayern~1M0.74×
15Baden-Württemberg~900K0.74×
16Nordrhein-Westfalen~1.5M0.68×
Fig. 06

Affinity by region

Affinity by region — Personal care, Germany
0.68×1.00×1.61×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Personal care audience
#·InterestCategoryAffinity×
01Makeup &hairBeauty & Wellness3.36×
02Makeup TutorialsBeauty & Wellness2.59×
03Nail artBeauty & Wellness2.38×
04Health And BeautyBeauty & Wellness2.23×
05Infant clothingKids & Family1.95×
06Organic productFood & Beverages1.93×
07EyelashBeauty & Wellness1.92×
08Ernsting's familyShopping1.88×
09DecorationHome & Garden1.79×
10Self careHealth1.69×
11Gift shopHome & Garden1.67×
12RossmannShopping1.66×
13Baby foodKids & Family1.64×
14Hair careBeauty & Wellness1.64×
15Healthy habitsHealth1.60×
16BonprixShopping1.58×
17Home Interior DesignHome & Garden1.58×
18LingerieFashion & Accessoires1.56×
19RitualsBeauty & Wellness1.54×
20C&AShopping1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Personal care 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 Personal care audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.11×
Price SensitivityPREMIUM1.09×
ExtroversionTHRILL1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Personal care audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.53×
PatriotismCONSERVATISM0.57×
Early Adopter MentalityPOWER0.61×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Personal care have in Germany?

Personal care has an estimated audience of 9,317,698 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Personal care fans?

68.4% of Personal care fans are female, 31.6% are male, with an average age of 38.4 years.

03

Which brands do Personal care fans like most?

Personal care fans show strongest brand affinity for Rossmann (1.66×), Makeup Tutorials (2.59×), and Ernsting's family (1.88×) over the country average.

04

Where do Personal care fans live in Germany?

Personal care fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~1M), and Baden-Württemberg (reach ~900K). These three regions account for the largest share of the active audience.

05

What other brands do Personal care fans also like?

Beyond Personal care itself, the audience over-indexes on Makeup Tutorials (2.59×), Ernsting's family (1.88×), Healthy habits (1.6×), and Nail art (2.38×) compared to the Germany average.

Appendix

Explore more audiences

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

More Health audiences in Germany

See Personal care audiences in other countries

How to read this data

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