Unilever Audience in Germany
Unilever has an estimated audience of 837,082 people in Germany. 67.3% are female, 32.7% are male, average age 37.0. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Ice cream, Edeka, Aldi, Aral AG, Kaufland.
The average Unilever fan in Germany is 37.0 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Ice cream, Edeka, Aldi, with strongest over-indexing on Ice cream (7.25× the country average). Demographically, the Unilever audience skews more female with an average age of 37.0, and over-indexes on personality traits such as Sustainability, Sports Activity. 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 Unilever fans
| Metric | Value |
|---|---|
| Female | 67.3% |
| Male | 32.7% |
| Average age | 37.0 |
| Estimated audience size | 837,082 |
Audience persona
The typical Unilever fan in Germany is more female, around 37.0 years old, with strong Sustainability tendencies and a notable affinity for Ice cream.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 172,433 | 0.94× |
| Baden-Württemberg | 144,159 | 1.26× |
| Bayern | 133,791 | 0.99× |
| Niedersachsen | 85,102 | 1.05× |
| Hessen | 82,429 | 1.29× |
| Hamburg | 43,861 | 2.32× |
| Berlin | 41,730 | 1.11× |
| Schleswig-Holstein | 41,300 | 1.37× |
| Rheinland-Pfalz | 38,594 | 0.92× |
| Sachsen | 30,077 | 0.73× |
| Brandenburg | 16,147 | 0.62× |
| Thüringen | 12,735 | 0.6× |
| Sachsen-Anhalt | 11,880 | 0.55× |
| Mecklenburg-Vorpommern | 9,572 | 0.6× |
| Bremen | 7,170 | 1× |
| Saarland | 6,531 | 0.64× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Ice cream | 7.25× | Food & Beverages |
| Edeka | 2.64× | Shopping |
| Aldi | 2.5× | Shopping |
| Aral AG | 2.55× | Cars & Mobility |
| Kaufland | 2.16× | Shopping |
| Vodafone | 2.51× | Technology & Electronics |
| Netto Marken-Discount | 2.14× | Shopping |
| Rossmann | 2.29× | Shopping |
| Deutsche Bahn | 2.11× | Cars & Mobility |
| Sparkasse | 2.51× | Business & Career |
| Amazon.com | 1.89× | Shopping |
| Obi (store) | 1.86× | Shopping |
| Europe | 1.66× | Travel & Leisure |
| REWE | 1.82× | Shopping |
| TK Maxx | 2.14× | Shopping |
| Magnum (ice cream) | 10.31× | Food & Beverages |
| Mobile app | 1.81× | Technology & Electronics |
| Burger King | 2.14× | Food & Beverages |
| Globus Baumarkt | 1.99× | Shopping |
| Lidl | 1.72× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 1.55 |
| Sports Activity | POWER | 1.35 |
| Design Affinity | PREMIUM | 1.35 |
| DIY Mentality | THRILL | 1.31 |
| Healthy Lifestyle | BALANCE | 1.29 |
| Pet Ownership | JOY | 1.29 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.4% |
| Brazil | 8.4% |
| United Kingdom | 5.7% |
See Unilever audiences in other countries
More Detergent audiences in Germany
- Procter & Gamble (1,210,734)
- Ariel (detergent) (639,483)
- Henkel (548,902)
- WD-40 (498,413)
- Persil (398,767)
Frequently asked questions
How many fans does Unilever have in Germany?
Unilever has an estimated audience of 837,082 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Unilever fans?
67.3% of Unilever fans are female, 32.7% are male, with an average age of 37.0 years.
Which brands do Unilever fans like most?
Unilever fans show strongest brand affinity for Ice cream (7.25×), Edeka (2.64×), and Aldi (2.5×) over the country average.
Where do Unilever fans live in Germany?
Unilever fans in Germany are most concentrated in Nordrhein-Westfalen (reach 172,433), Baden-Württemberg (reach 144,159), and Bayern (reach 133,791). These three regions account for the largest share of the active audience.
What other brands do Unilever fans also like?
Beyond Unilever itself, the audience over-indexes on Edeka (2.64×), Aldi (2.5×), Aral AG (2.55×), and Kaufland (2.16×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Unilever. 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.