Rascasse Audience Intelligence

WD-40 Target Market in Germany

A data profile of the people who buy, follow and care about WD-40 in Germany — modelled from more than twelve digital signal sources. WD-40 has an estimated audience of 989,399 people in Germany.

#2among Detergent in Germany#862among Brand in Germany#431in Home & Garden

The average WD-40 fan in Germany is 46.3 years old, more male, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Bath, Somerset, San Diego, Polar, with strongest over-indexing on Bath, Somerset (12.08× the country average).

Demographically, the WD-40 audience skews more male with an average age of 46.3, and over-indexes on personality traits such as Community Orientation, DIY Mentality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical WD-40 fan in Germany is more male, around 46.3 years old, with strong Community Orientation tendencies and a notable affinity for Bath, Somerset.

Category: Home & Garden · Type: Brand · Subtype: Detergent

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the WD-40 profile in Germany.

Audience size
989K
in Germany
Gender
31.5%♀
68.5% male
Age
46.3
average years
Country rank
#6598
Brand in Germany
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of WD-40

31.5% are female, 68.5% are male, average age 46.3.

Fig. 02

Gender split

31.5%
Female
68.5%
Male
Demographic split for WD-40 audience in Germany
MetricValue
Female31.5%
Male68.5%
Average age46.3
Estimated audience size989,399
Fig. 03

Age distribution

Ø 46.3
average years
Age distribution of the WD-40 audience in Germany
Age bracketShare%
16-195%
20-2910%
30-3922%
40-4934%
50+30%
Fig. 04

Worldwide distribution

7.0%

of the worldwide WD-40 audience comes from Germany.

Worldwide audience distribution share by country for WD-40
CountryShare
United States19.3%
Brazil10.4%
Germany7.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the WD-40 audience in Germany is strongest.

Fig. 05

Top regions by affinity

WD-40 customers by region in Germany
#RegionReachAffinity×
01Berlin~30K1.15×
02Bayern~90K1.12×
03Hessen~40K1.12×
04Hamburg~10K1.08×
05Niedersachsen~50K1.06×
06Nordrhein-Westfalen~100K1.04×
07Baden-Württemberg~70K1.02×
08Rheinland-Pfalz~20K0.97×
09Sachsen~20K0.97×
10Bremen~4K0.96×
11Thüringen~10K0.95×
12Schleswig-Holstein~20K0.93×
13Brandenburg~10K0.93×
14Sachsen-Anhalt~10K0.93×
15Saarland~6K0.93×
16Mecklenburg-Vorpommern~9K0.90×
Fig. 06

Affinity by region

Affinity by region — WD-40, Germany
0.90×1.00×1.15×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the WD-40 audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for WD-40 audience
#·InterestCategoryAffinity×
01The American University of Iraq – SulaimaniBusiness & Career38.64×
02San DiegoTravel & Leisure30.37×
03KnipexHome & Garden22.62×
04PolarSports22.24×
05DremelHome & Garden19.40×
06Pep BoysShopping12.62×
07Bath, SomersetPOI12.08×
08FestoolHome & Garden11.07×
09Agricultural cooperativeBusiness & Career7.92×
10TurbochargerCars & Mobility5.42×
11MakitaHome & Garden5.39×
12WürthHome & Garden5.21×
13Machine toolHome & Garden4.80×
14Vintage carCars & Mobility4.57×
15Antique carCars & Mobility4.02×
16HornbachShopping2.80×
17AutoScout24Cars & Mobility2.70×
18Škoda AutoCars & Mobility2.60×
19Obi (store)Shopping2.35×
20SV Werder BremenSports1.84×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the WD-40 audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by WD-40 audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN2.68×
DIY MentalityTHRILL1.87×
PatriotismCONSERVATISM1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by WD-40 audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.91×
Design AffinityPREMIUM0.95×
ExtroversionTHRILL0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is WD-40's target market in Germany?

WD-40's target market in Germany covers an estimated 989,399 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of WD-40 customers?

31.5% of the WD-40 audience are female, 68.5% are male, with an average age of 46.3 years.

03

Which brands do WD-40 fans like most?

WD-40 fans show strongest brand affinity for Bath, Somerset (12.08×), San Diego (30.37×), and Polar (22.24×) over the country average.

04

Where do WD-40 fans live in Germany?

WD-40 fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~90K), and Baden-Württemberg (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do WD-40 fans also like?

Beyond WD-40 itself, the audience over-indexes on San Diego (30.37×), Polar (22.24×), Knipex (22.62×), and The American University of Iraq – Sulaimani (38.64×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Detergent audiences in Germany

See WD-40 audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for WD-40. 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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