Unilever Target Market in Germany
A data profile of the people who buy, follow and care about Unilever in Germany — modelled from more than twelve digital signal sources. Unilever has an estimated audience of 833,085 people in Germany.
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 Spirituality, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Unilever fan in Germany is more female, around 37.0 years old, with strong Spirituality tendencies and a notable affinity for Ice cream.
At a glance
The key figures that characterise the Unilever profile in Germany.
Search interest · 12-month trend
Customer demographics of Unilever
67.3% are female, 32.7% are male, average age 37.0.
Gender split
| Metric | Value |
|---|---|
| Female | 67.3% |
| Male | 32.7% |
| Average age | 37.0 |
| Estimated audience size | 833,085 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 24% | |
| 30-39 | 22% | |
| 40-49 | 21% | |
| 50+ | 13% |
Worldwide distribution
of the worldwide Unilever audience comes from Germany.
| Country | Share |
|---|---|
| United States | 18.3% |
| Brazil | 8.4% |
| United Kingdom | 5.6% |
Geography
Where the Unilever audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hamburg | ~40K | 2.28× | |
| 02 | Schleswig-Holstein | ~40K | 1.31× | |
| 03 | Baden-Württemberg | ~100K | 1.25× | |
| 04 | Hessen | ~80K | 1.25× | |
| 05 | Niedersachsen | ~90K | 1.08× | |
| 06 | Berlin | ~40K | 1.07× | |
| 07 | Bremen | ~7K | 1.02× | |
| 08 | Bayern | ~100K | 0.99× | |
| 09 | Nordrhein-Westfalen | ~200K | 0.93× | |
| 10 | Rheinland-Pfalz | ~40K | 0.91× | |
| 11 | Sachsen | ~30K | 0.75× | |
| 12 | Saarland | ~7K | 0.72× | |
| 13 | Brandenburg | ~20K | 0.68× | |
| 14 | Thüringen | ~10K | 0.67× | |
| 15 | Mecklenburg-Vorpommern | ~10K | 0.67× | |
| 16 | Sachsen-Anhalt | ~10K | 0.62× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Unilever audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Magnum (ice cream) | Food & Beverages | 10.31× | ||
| 02 | Ice cream | Food & Beverages | 7.25× | ||
| 03 | Edeka | Shopping | 2.64× | ||
| 04 | Vodafone | Technology & Electronics | 2.51× | ||
| 05 | Sparkasse | Business & Career | 2.51× | ||
| 06 | Aldi | Shopping | 2.50× | ||
| 07 | Rossmann | Shopping | 2.29× | ||
| 08 | Kaufland | Shopping | 2.16× | ||
| 09 | Netto Marken-Discount | Shopping | 2.14× | ||
| 10 | TK Maxx | Shopping | 2.14× | ||
| 11 | Burger King | Food & Beverages | 2.14× | ||
| 12 | Deutsche Bahn | Cars & Mobility | 2.11× | ||
| 13 | Barbecue | Food & Beverages | 2.10× | ||
| 14 | Amazon.com | Shopping | 1.89× | ||
| 15 | Obi (store) | Shopping | 1.86× | ||
| 16 | REWE | Shopping | 1.82× | ||
| 17 | Mobile app | Technology & Electronics | 1.81× | ||
| 18 | Lidl | Shopping | 1.72× | ||
| 19 | Europe | Travel & Leisure | 1.66× | ||
| 20 | Bild | News | 1.54× |
Personality of the Unilever audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.60× | |
| Social Media Usage | JOY | 1.43× | |
| Need for Security | CONSERVATISM | 1.43× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.74× | |
| Mindfulness | BALANCE | 0.80× | |
| Travelling | THRILL | 0.82× |
Frequently asked questions
Who is Unilever's target market in Germany?
Unilever's target market in Germany covers an estimated 833,085 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Unilever customers?
67.3% of the Unilever audience 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 ~200K), Baden-Württemberg (reach ~100K), and Bayern (reach ~100K). 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×), Kaufland (2.16×), and Vodafone (2.51×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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See Unilever audiences in other countries
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.
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