Vileda Target Market in Germany
A data profile of the people who buy, follow and care about Vileda in Germany — modelled from more than twelve digital signal sources. Vileda has an estimated audience of 278,990 people in Germany.
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 DIY Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Vileda fan in Germany is more female, around 39.1 years old, with strong DIY Mentality tendencies and a notable affinity for Air Wick.
At a glance
The key figures that characterise the Vileda profile in Germany.
Search interest · 12-month trend
Customer demographics of Vileda
61.3% are female, 38.7% are male, average age 39.1.
Gender split
| Metric | Value |
|---|---|
| Female | 61.3% |
| Male | 38.7% |
| Average age | 39.1 |
| Estimated audience size | 278,990 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 20% | |
| 30-39 | 25% | |
| 40-49 | 27% | |
| 50+ | 12% |
Geography
Where the Vileda audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hessen | ~30K | 1.27× | |
| 02 | Baden-Württemberg | ~50K | 1.21× | |
| 03 | Nordrhein-Westfalen | ~70K | 1.17× | |
| 04 | Rheinland-Pfalz | ~20K | 1.16× | |
| 05 | Bayern | ~50K | 1.14× | |
| 06 | Saarland | ~4K | 1.12× | |
| 07 | Hamburg | ~7K | 1.09× | |
| 08 | Bremen | ~3K | 1.03× | |
| 09 | Berlin | ~10K | 0.97× | |
| 10 | Schleswig-Holstein | ~10K | 0.97× | |
| 11 | Niedersachsen | ~30K | 0.96× | |
| 12 | Sachsen | ~10K | 0.83× | |
| 13 | Thüringen | ~6K | 0.81× | |
| 14 | Brandenburg | ~7K | 0.80× | |
| 15 | Sachsen-Anhalt | ~6K | 0.80× | |
| 16 | Mecklenburg-Vorpommern | ~4K | 0.73× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Vileda audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Air Wick | Home & Garden | 131.73× | ||
| 02 | Dettol | Home & Garden | 130.94× | ||
| 03 | Clean Master | Technology & Electronics | 126.79× | ||
| 04 | Vanish (brand) | Home & Garden | 101.91× | ||
| 05 | Ecover | Home & Garden | 98.84× | ||
| 06 | Clas Ohlson | Shopping | 60.35× | ||
| 07 | Clean-up | Brand | 60.09× | ||
| 08 | Stain removal | Home & Garden | 53.28× | ||
| 09 | Clean technology | Technology & Electronics | 51.28× | ||
| 10 | Yosemite National Park | Travel & Leisure | 49.77× | ||
| 11 | Meijer | Shopping | 49.31× | ||
| 12 | Mr. Clean | Home & Garden | 34.63× | ||
| 13 | Swiffer | Home & Garden | 34.03× | ||
| 14 | Bissell | Home & Garden | 31.25× | ||
| 15 | Wischmopp | Home & Garden | 23.61× | ||
| 16 | Mop | Home & Garden | 22.87× | ||
| 17 | Reseller | Shopping | 18.58× | ||
| 18 | Alex Honnold | Sports | 17.36× | ||
| 19 | Carpet cleaning | Home & Garden | 15.33× | ||
| 20 | Atlas | Music & Radio | 11.33× |
Personality of the Vileda 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 |
|---|---|---|---|
| DIY Mentality | THRILL | 1.39× | |
| Quality Awareness | PREMIUM | 1.26× | |
| Individualism | JOY | 1.03× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.59× | |
| Early Adopter Mentality | POWER | 0.67× | |
| Social Media Usage | JOY | 0.72× |
Frequently asked questions
Who is Vileda's target market in Germany?
Vileda's target market in Germany covers an estimated 278,990 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Vileda customers?
61.3% of the Vileda audience 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 ~70K), Bayern (reach ~50K), and Baden-Württemberg (reach ~50K). 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.
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See Vileda audiences in other countries
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.
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