Rascasse Audience Intelligence

Toilet paper Audience in Germany

A data profile of the people who buy, follow and care about Toilet paper in Germany — modelled from more than twelve digital signal sources. Toilet paper has an estimated audience of 779,156 people in Germany.

#3648among Topic in Germany#508in Home & Garden

The average Toilet paper fan in Germany is 40.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Esso, Immowelt, Laxoberal, with strongest over-indexing on Esso (5× the country average).

Demographically, the Toilet paper audience skews more female with an average age of 40.6, and over-indexes on personality traits such as Need for Security, Creativity.

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

The typical Toilet paper fan in Germany is more female, around 40.6 years old, with strong Need for Security tendencies and a notable affinity for Esso.

Category: Home & Garden · 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 Toilet paper profile in Germany.

Audience size
779K
in Germany
Gender
70.2%♀
29.8% male
Age
40.6
average years
Country rank
#8075
Topic in Germany
Fig. 01

Search interest · 12-month trend

-49%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Toilet paper fans

70.2% are female, 29.8% are male, average age 40.6.

Fig. 02

Gender split

70.2%
Female
29.8%
Male
Demographic split for Toilet paper audience in Germany
MetricValue
Female70.2%
Male29.8%
Average age40.6
Estimated audience size779,156
Fig. 03

Age distribution

Ø 40.6
average years
Age distribution of the Toilet paper audience in Germany
Age bracketShare%
16-1911%
20-2920%
30-3927%
40-4926%
50+16%
Fig. 04

Worldwide distribution

3.3%

of the worldwide Toilet paper audience comes from Germany.

Worldwide audience distribution share by country for Toilet paper
CountryShare
United States34.2%
Taiwan7.1%
United Kingdom6.7%
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 Toilet paper audience in Germany is strongest.

Fig. 05

Top regions by affinity

Toilet paper fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~30K1.27×
02Sachsen~50K1.26×
03Brandenburg~30K1.21×
04Thüringen~20K1.17×
05Mecklenburg-Vorpommern~20K1.12×
06Nordrhein-Westfalen~200K1.05×
07Niedersachsen~80K1.03×
08Schleswig-Holstein~30K0.97×
09Saarland~9K0.97×
10Rheinland-Pfalz~40K0.94×
11Berlin~30K0.93×
12Bremen~6K0.85×
13Baden-Württemberg~90K0.84×
14Hessen~50K0.84×
15Hamburg~10K0.84×
16Bayern~100K0.79×
Fig. 06

Affinity by region

Affinity by region — Toilet paper, Germany
0.79×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Toilet paper audience
#·InterestCategoryAffinity×
01LaxoberalHealth22.58×
02It CosmeticsBeauty & Wellness13.33×
03sheegoFashion & Accessoires8.13×
04University of MilanBusiness & Career7.90×
05Liceo scientificoBusiness & Career7.90×
06ToiletHome & Garden5.31×
07EssoCars & Mobility5.00×
08BabyOneKids & Family4.80×
09COSShopping4.25×
10Computer securityBusiness & Career4.23×
11ImmoweltHome & Garden3.84×
12In aller FreundschaftMovies & TV3.29×
13Ernsting's familyShopping3.18×
14EtsyFashion & Accessoires3.09×
15BonprixShopping2.57×
16Lieferando.deFood & Beverages2.55×
17ChairHome & Garden2.41×
18CommerzbankBusiness & Career2.35×
19ImmoScout24Home & Garden2.01×
20Obi (store)Shopping1.81×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Toilet paper 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 Toilet paper audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.83×
CreativityOPEN1.23×
Community OrientationOPEN1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Toilet paper audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.54×
TravellingTHRILL0.65×
Risk AppetiteTHRILL0.66×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Toilet paper have in Germany?

Toilet paper has an estimated audience of 779,156 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Toilet paper fans?

70.2% of Toilet paper fans are female, 29.8% are male, with an average age of 40.6 years.

03

Which brands do Toilet paper fans like most?

Toilet paper fans show strongest brand affinity for Esso (5×), Immowelt (3.84×), and Laxoberal (22.58×) over the country average.

04

Where do Toilet paper fans live in Germany?

Toilet paper fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~90K). These three regions account for the largest share of the active audience.

05

What other brands do Toilet paper fans also like?

Beyond Toilet paper itself, the audience over-indexes on Immowelt (3.84×), Laxoberal (22.58×), Lieferando.de (2.55×), and sheego (8.13×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Toilet paper audiences in other countries

How to read this data

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