Washing Audience in Germany
A data profile of the people who buy, follow and care about Washing in Germany — modelled from more than twelve digital signal sources. Washing has an estimated audience of 1,633,826 people in Germany.
The average Washing fan in Germany is 42.1 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Baby boomers, Cleaning agent, Discount stores, with strongest over-indexing on Baby boomers (4.45× the country average).
Demographically, the Washing audience skews more female with an average age of 42.1, and over-indexes on personality traits such as Price Sensitivity, Extroversion.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Washing fan in Germany is more female, around 42.1 years old, with strong Price Sensitivity tendencies and a notable affinity for Baby boomers.
At a glance
The key figures that characterise the Washing profile in Germany.
Search interest · 12-month trend
Demographics of Washing fans
64.4% are female, 35.6% are male, average age 42.1.
Gender split
| Metric | Value |
|---|---|
| Female | 64.4% |
| Male | 35.6% |
| Average age | 42.1 |
| Estimated audience size | 1,633,826 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 17% | |
| 30-39 | 23% | |
| 40-49 | 26% | |
| 50+ | 23% |
Worldwide distribution
of the worldwide Washing audience comes from Germany.
| Country | Share |
|---|---|
| United States | 27.8% |
| United Kingdom | 5.6% |
| France | 4.2% |
Geography
Where the Washing audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~90K | 1.17× | |
| 02 | Bremen | ~20K | 1.12× | |
| 03 | Bayern | ~300K | 1.06× | |
| 04 | Brandenburg | ~50K | 1.05× | |
| 05 | Saarland | ~20K | 1.05× | |
| 06 | Nordrhein-Westfalen | ~400K | 1.04× | |
| 07 | Sachsen-Anhalt | ~40K | 1.04× | |
| 08 | Sachsen | ~80K | 1.02× | |
| 09 | Hamburg | ~40K | 1.01× | |
| 10 | Baden-Württemberg | ~200K | 0.97× | |
| 11 | Hessen | ~100K | 0.97× | |
| 12 | Schleswig-Holstein | ~60K | 0.97× | |
| 13 | Thüringen | ~40K | 0.97× | |
| 14 | Rheinland-Pfalz | ~80K | 0.96× | |
| 15 | Niedersachsen | ~100K | 0.94× | |
| 16 | Mecklenburg-Vorpommern | ~30K | 0.91× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Washing audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cleaning agent | Home & Garden | 5.33× | ||
| 02 | Baby boomers | Kids & Family | 4.45× | ||
| 03 | Detergent | Home & Garden | 3.98× | ||
| 04 | Hygiene | Beauty & Wellness | 2.62× | ||
| 05 | Personal care | Health | 2.35× | ||
| 06 | Skin care | Beauty & Wellness | 2.19× | ||
| 07 | Beauty salons | Beauty & Wellness | 1.89× | ||
| 08 | Well-being | Health | 1.78× | ||
| 09 | Quality of life | Health | 1.70× | ||
| 10 | Kaufland | Shopping | 1.67× | ||
| 11 | Rossmann | Shopping | 1.66× | ||
| 12 | Netto Marken-Discount | Shopping | 1.63× | ||
| 13 | Child | Kids & Family | 1.63× | ||
| 14 | Discount stores | Shopping | 1.59× | ||
| 15 | EBay | Shopping | 1.59× | ||
| 16 | Cosmetics | Beauty & Wellness | 1.54× | ||
| 17 | REWE | Shopping | 1.54× | ||
| 18 | Müller (company) | Food & Beverages | 1.53× | ||
| 19 | Home improvement | Home & Garden | 1.52× | ||
| 20 | Internet & Social Media | 1.51× |
Personality of the Washing 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 |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.49× | |
| Extroversion | THRILL | 1.40× | |
| Family Orientation | CONSERVATISM | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.01× | |
| Spirituality | BALANCE | 1.03× | |
| Urban Lifestyle | OPEN | 1.03× |
Frequently asked questions
How many fans does Washing have in Germany?
Washing has an estimated audience of 1,633,826 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Washing fans?
64.4% of Washing fans are female, 35.6% are male, with an average age of 42.1 years.
Which brands do Washing fans like most?
Washing fans show strongest brand affinity for Baby boomers (4.45×), Cleaning agent (5.33×), and Discount stores (1.59×) over the country average.
Where do Washing fans live in Germany?
Washing fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.
What other brands do Washing fans also like?
Beyond Washing itself, the audience over-indexes on Cleaning agent (5.33×), Discount stores (1.59×), Hygiene (2.62×), and Personal care (2.35×) compared to the Germany average.
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See Washing audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Washing. 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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