Rascasse Audience Intelligence

Shaving Audience in Germany

A data profile of the people who buy, follow and care about Shaving in Germany — modelled from more than twelve digital signal sources. Shaving has an estimated audience of 3,162,348 people in Germany.

#1among Beard in Germany#1212among Topic in Germany#45in Beauty & Wellness

The average Shaving fan in Germany is 36.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Facial hair, Hair removal, Müller (company), with strongest over-indexing on Facial hair (14.45× the country average).

Demographically, the Shaving audience skews more female with an average age of 36.7, and over-indexes on personality traits such as Indulgence, Luxury Orientation.

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

The typical Shaving fan in Germany is more female, around 36.7 years old, with strong Indulgence tendencies and a notable affinity for Facial hair.

Category: Beauty & Wellness · Type: Topic · Subtype: Beard

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 Shaving profile in Germany.

Audience size
3.2M
in Germany
Gender
67.0%♀
33.0% male
Age
36.7
average years
Country rank
#1976
Topic in Germany
Fig. 01

Search interest · 12-month trend

-8%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Shaving fans

67.0% are female, 33.0% are male, average age 36.7.

Fig. 02

Gender split

67.0%
Female
33.0%
Male
Demographic split for Shaving audience in Germany
MetricValue
Female67.0%
Male33.0%
Average age36.7
Estimated audience size3,162,348
Fig. 03

Age distribution

Ø 36.7
average years
Age distribution of the Shaving audience in Germany
Age bracketShare%
16-1923%
20-2923%
30-3921%
40-4919%
50+14%
Fig. 04

Worldwide distribution

3.1%

of the worldwide Shaving audience comes from Germany.

Worldwide audience distribution share by country for Shaving
CountryShare
United States20.5%
Japan14.8%
China7.3%
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 Shaving audience in Germany is strongest.

Fig. 05

Top regions by affinity

Shaving fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~300K1.15×
02Thüringen~90K1.10×
03Bayern~500K1.04×
04Sachsen~200K1.04×
05Berlin~100K1.04×
06Nordrhein-Westfalen~700K1.03×
07Rheinland-Pfalz~200K1.01×
08Sachsen-Anhalt~80K1.01×
09Hamburg~70K1.01×
10Baden-Württemberg~400K1.00×
11Saarland~40K1.00×
12Bremen~30K0.97×
13Schleswig-Holstein~100K0.96×
14Niedersachsen~300K0.95×
15Brandenburg~90K0.94×
16Mecklenburg-Vorpommern~60K0.93×
Fig. 06

Affinity by region

Affinity by region — Shaving, Germany
0.93×1.00×1.15×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Shaving audience
#·InterestCategoryAffinity×
01Facial hairBeauty & Wellness14.45×
02BoulangerShopping9.87×
03SuitsupplyFashion & Accessoires7.72×
04Hair removalBeauty & Wellness7.02×
05JuicerFood & Beverages6.51×
06FIFA Club World CupSports5.58×
07WaxingBeauty & Wellness4.32×
08RazorBeauty & Wellness4.18×
09Hair ironBeauty & Wellness3.48×
10Müller (company)Food & Beverages3.20×
11Custom motorcycleCars & Mobility2.69×
12Black catPets & Animals2.56×
13Shih TzuPets & Animals2.41×
14PatioHome & Garden2.37×
15BeaglePets & Animals2.32×
16Yorkshire TerrierPets & Animals2.27×
17Sportswear (activewear)Fashion & Accessoires2.15×
18French BulldogPets & Animals2.12×
19Labrador RetrieverPets & Animals2.12×
20Siberian HuskyPets & Animals2.12×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Shaving 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 Shaving audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.31×
Luxury OrientationPREMIUM1.31×
ExtroversionTHRILL1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Shaving audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.83×
Healthy LifestyleBALANCE0.88×
SustainabilityBALANCE0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Shaving have in Germany?

Shaving has an estimated audience of 3,162,348 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Shaving fans?

67.0% of Shaving fans are female, 33.0% are male, with an average age of 36.7 years.

03

Which brands do Shaving fans like most?

Shaving fans show strongest brand affinity for Facial hair (14.45×), Hair removal (7.02×), and Müller (company) (3.2×) over the country average.

04

Where do Shaving fans live in Germany?

Shaving fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~500K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Shaving fans also like?

Beyond Shaving itself, the audience over-indexes on Hair removal (7.02×), Müller (company) (3.2×), Waxing (4.32×), and Boulanger (9.87×) compared to the Germany average.

Appendix

Explore more audiences

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

More Beard audiences in Germany

See Shaving audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →