Personal care Audience in Germany
Personal care has an estimated audience of 9,317,698 people in Germany. 68.4% are female, 31.6% are male, average age 38.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Rossmann, Makeup Tutorials, Healthy habits, Nail art, Bonprix.
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, Healthy habits, 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 Sustainability, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Health · Type: Topic
Demographics of Personal care fans
| Metric | Value |
|---|---|
| Female | 68.4% |
| Male | 31.6% |
| Average age | 38.4 |
| Estimated audience size | 9,317,698 |
Audience persona
The typical Personal care fan in Germany is more female, around 38.4 years old, with strong Sustainability tendencies and a notable affinity for Rossmann.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 993,428 | 0.49× |
| Bayern | 797,078 | 0.53× |
| Baden-Württemberg | 581,125 | 0.46× |
| Niedersachsen | 493,274 | 0.55× |
| Schleswig-Holstein | 484,287 | 1.45× |
| Hessen | 435,473 | 0.61× |
| Rheinland-Pfalz | 302,597 | 0.65× |
| Sachsen | 301,867 | 0.66× |
| Saarland | 282,053 | 2.47× |
| Sachsen-Anhalt | 269,893 | 1.12× |
| Bremen | 253,264 | 3.18× |
| Brandenburg | 240,318 | 0.83× |
| Hamburg | 238,600 | 1.13× |
| Berlin | 233,788 | 0.56× |
| Thüringen | 223,864 | 0.94× |
| Mecklenburg-Vorpommern | 198,605 | 1.12× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rossmann | 1.66× | Shopping |
| Makeup Tutorials | 2.59× | Beauty & Wellness |
| Healthy habits | 1.6× | Health |
| Nail art | 2.38× | Beauty & Wellness |
| Bonprix | 1.58× | Shopping |
| Organic product | 1.93× | Food & Beverages |
| Ernsting's family | 1.88× | Shopping |
| C&A | 1.51× | Shopping |
| Health And Beauty | 2.23× | Beauty & Wellness |
| Self care | 1.69× | Health |
| Infant clothing | 1.95× | Kids & Family |
| Rituals | 1.54× | Beauty & Wellness |
| Baby food | 1.64× | Kids & Family |
| Decoration | 1.79× | Home & Garden |
| Lingerie | 1.56× | Fashion & Accessoires |
| Makeup &hair | 3.36× | Beauty & Wellness |
| Home Interior Design | 1.58× | Home & Garden |
| Gift shop | 1.67× | Home & Garden |
| Eyelash | 1.92× | Beauty & Wellness |
| Hair care | 1.64× | Beauty & Wellness |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 1.45 |
| Indulgence | JOY | 1.24 |
| Sports Activity | POWER | 1.2 |
| Family Orientation | CONSERVATISM | 1.18 |
| Mindfulness | BALANCE | 1.12 |
| Creativity | OPEN | 1.12 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 14.9% |
| Brazil | 6.8% |
| Italy | 5.5% |
See Personal care audiences in other countries
More Health audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
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.
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.
Which brands do Personal care fans like most?
Personal care fans show strongest brand affinity for Rossmann (1.66×), Makeup Tutorials (2.59×), and Healthy habits (1.6×) over the country average.
Where do Personal care fans live in Germany?
Personal care fans in Germany are most concentrated in Nordrhein-Westfalen (reach 993,428), Bayern (reach 797,078), and Baden-Württemberg (reach 581,125). These three regions account for the largest share of the active audience.
What other brands do Personal care fans also like?
Beyond Personal care itself, the audience over-indexes on Makeup Tutorials (2.59×), Healthy habits (1.6×), Nail art (2.38×), and Bonprix (1.58×) compared to the Germany average.
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.