Procter & Gamble Audience in Germany
Procter & Gamble has an estimated audience of 1,210,734 people in Germany. 68.3% are female, 31.7% are male, average age 36.3. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Edeka, Aldi, Pampers, Rossmann, Kaufland.
The average Procter & Gamble fan in Germany is 36.3 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Edeka, Aldi, Pampers, with strongest over-indexing on Edeka (2.6× the country average). Demographically, the Procter & Gamble audience skews more female with an average age of 36.3, and over-indexes on personality traits such as Indulgence, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand · Subtype: Detergent
Demographics of Procter & Gamble fans
| Metric | Value |
|---|---|
| Female | 68.3% |
| Male | 31.7% |
| Average age | 36.3 |
| Estimated audience size | 1,210,734 |
Audience persona
The typical Procter & Gamble fan in Germany is more female, around 36.3 years old, with strong Indulgence tendencies and a notable affinity for Edeka.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 314,425 | 1.19× |
| Baden-Württemberg | 250,648 | 1.52× |
| Bayern | 237,185 | 1.22× |
| Hessen | 230,530 | 2.5× |
| Niedersachsen | 91,451 | 0.78× |
| Rheinland-Pfalz | 88,225 | 1.45× |
| Berlin | 61,189 | 1.13× |
| Sachsen | 40,478 | 0.68× |
| Hamburg | 30,202 | 1.1× |
| Schleswig-Holstein | 29,665 | 0.68× |
| Brandenburg | 24,173 | 0.64× |
| Thüringen | 19,310 | 0.63× |
| Sachsen-Anhalt | 18,133 | 0.58× |
| Mecklenburg-Vorpommern | 10,459 | 0.45× |
| Saarland | 10,397 | 0.7× |
| Bremen | 7,752 | 0.75× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Edeka | 2.6× | Shopping |
| Aldi | 2.39× | Shopping |
| Pampers | 5.14× | Kids & Family |
| Rossmann | 2.47× | Shopping |
| Kaufland | 2.2× | Shopping |
| H&M | 2.11× | Shopping |
| Deichmann | 2.34× | Shopping |
| Amazon.com | 1.95× | Shopping |
| Lidl | 1.94× | Shopping |
| Vodafone | 2.36× | Technology & Electronics |
| Immowelt | 2.67× | Home & Garden |
| Mobile app | 1.84× | Technology & Electronics |
| Europe | 1.63× | Travel & Leisure |
| Burger King | 2.1× | Food & Beverages |
| Sparkasse | 2.21× | Business & Career |
| Netto Marken-Discount | 1.77× | Shopping |
| C&A | 2.39× | Shopping |
| Bild | 1.52× | News |
| Obi (store) | 1.65× | Shopping |
| Discount stores | 1.51× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.18 |
| Family Orientation | CONSERVATISM | 1.15 |
| Healthy Lifestyle | BALANCE | 1.06 |
| DIY Mentality | THRILL | 1.06 |
| Price Sensitivity | PREMIUM | 1.05 |
| Sports Activity | POWER | 1.04 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.7% |
| United Kingdom | 6.4% |
| Mexico | 6.2% |
See Procter & Gamble audiences in other countries
More Detergent audiences in Germany
- Unilever (837,083)
- Ariel (detergent) (639,483)
- Henkel (548,902)
- WD-40 (498,413)
- Persil (398,767)
Frequently asked questions
How many fans does Procter & Gamble have in Germany?
Procter & Gamble has an estimated audience of 1,210,734 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Procter & Gamble fans?
68.3% of Procter & Gamble fans are female, 31.7% are male, with an average age of 36.3 years.
Which brands do Procter & Gamble fans like most?
Procter & Gamble fans show strongest brand affinity for Edeka (2.6×), Aldi (2.39×), and Pampers (5.14×) over the country average.
Where do Procter & Gamble fans live in Germany?
Procter & Gamble fans in Germany are most concentrated in Nordrhein-Westfalen (reach 314,425), Baden-Württemberg (reach 250,648), and Bayern (reach 237,185). These three regions account for the largest share of the active audience.
What other brands do Procter & Gamble fans also like?
Beyond Procter & Gamble itself, the audience over-indexes on Aldi (2.39×), Pampers (5.14×), Rossmann (2.47×), and Kaufland (2.2×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Procter & Gamble. 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.