Vileda Audience in Germany
Vileda has an estimated audience of 285,164 people in Germany. 61.3% are female, 38.7% are male, average age 39.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Air Wick, Vanish (brand), Ecover, Clean Master, Reseller.
The average Vileda fan in Germany is 39.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Air Wick, Vanish (brand), Ecover, with strongest over-indexing on Air Wick (131.73× the country average). Demographically, the Vileda audience skews more female with an average age of 39.1, and over-indexes on personality traits such as Family Orientation, DIY Mentality. 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 Vileda fans
| Metric | Value |
|---|---|
| Female | 61.3% |
| Male | 38.7% |
| Average age | 39.1 |
| Estimated audience size | 285,164 |
Audience persona
The typical Vileda fan in Germany is more female, around 39.1 years old, with strong Family Orientation tendencies and a notable affinity for Air Wick.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 75,337 | 1.21× |
| Bayern | 54,534 | 1.19× |
| Baden-Württemberg | 48,478 | 1.25× |
| Hessen | 28,475 | 1.31× |
| Niedersachsen | 27,362 | 0.99× |
| Rheinland-Pfalz | 16,134 | 1.13× |
| Berlin | 12,735 | 1× |
| Sachsen | 11,719 | 0.84× |
| Schleswig-Holstein | 9,808 | 0.96× |
| Hamburg | 7,278 | 1.13× |
| Brandenburg | 6,859 | 0.78× |
| Thüringen | 5,478 | 0.75× |
| Sachsen-Anhalt | 5,447 | 0.74× |
| Saarland | 3,805 | 1.09× |
| Mecklenburg-Vorpommern | 3,589 | 0.66× |
| Bremen | 2,422 | 0.99× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Air Wick | 131.73× | Home & Garden |
| Vanish (brand) | 101.91× | Home & Garden |
| Ecover | 98.84× | Home & Garden |
| Clean Master | 126.79× | Technology & Electronics |
| Reseller | 18.58× | Shopping |
| Dettol | 130.94× | Home & Garden |
| Wischmopp | 23.61× | Home & Garden |
| Yosemite National Park | 49.77× | Travel & Leisure |
| Mop | 22.87× | Home & Garden |
| Clean technology | 51.28× | Technology & Electronics |
| Carpet cleaning | 15.33× | Home & Garden |
| Clas Ohlson | 60.35× | Shopping |
| Swiffer | 34.03× | Home & Garden |
| Mr. Clean | 34.63× | Home & Garden |
| Clean-up | 60.09× | |
| Bissell | 31.25× | Home & Garden |
| Atlas | 11.33× | Music & Radio |
| Stain removal | 53.28× | Home & Garden |
| Alex Honnold | 17.36× | Sports |
| Meijer | 49.31× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 2.09 |
| DIY Mentality | THRILL | 2.05 |
| Design Affinity | PREMIUM | 1.5 |
| Price Sensitivity | PREMIUM | 1.49 |
| Luxury Orientation | PREMIUM | 1.49 |
| Creativity | OPEN | 1.33 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 11.7% |
| Italy | 9.2% |
| Spain | 6.3% |
See Vileda audiences in other countries
More Detergent audiences in Germany
- Procter & Gamble (1,210,734)
- Unilever (837,083)
- Ariel (detergent) (639,483)
- Henkel (548,902)
- WD-40 (498,413)
Frequently asked questions
How many fans does Vileda have in Germany?
Vileda has an estimated audience of 285,164 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Vileda fans?
61.3% of Vileda fans are female, 38.7% are male, with an average age of 39.1 years.
Which brands do Vileda fans like most?
Vileda fans show strongest brand affinity for Air Wick (131.73×), Vanish (brand) (101.91×), and Ecover (98.84×) over the country average.
Where do Vileda fans live in Germany?
Vileda fans in Germany are most concentrated in Nordrhein-Westfalen (reach 75,337), Bayern (reach 54,534), and Baden-Württemberg (reach 48,478). These three regions account for the largest share of the active audience.
What other brands do Vileda fans also like?
Beyond Vileda itself, the audience over-indexes on Vanish (brand) (101.91×), Ecover (98.84×), Clean Master (126.79×), and Reseller (18.58×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Vileda. 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.