WD-40 Audience in Germany
WD-40 has an estimated audience of 498,413 people in Germany. 31.5% are female, 68.5% are male, average age 46.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Bath, Somerset, San Diego, Polar, Knipex, The American University of Iraq – Sulaimani.
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 DIY Mentality, Quality Awareness. 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 WD-40 fans
| Metric | Value |
|---|---|
| Female | 31.5% |
| Male | 68.5% |
| Average age | 46.3 |
| Estimated audience size | 498,413 |
Audience persona
The typical WD-40 fan in Germany is more male, around 46.3 years old, with strong DIY Mentality tendencies and a notable affinity for Bath, Somerset.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 119,221 | 1.09× |
| Bayern | 90,188 | 1.13× |
| Baden-Württemberg | 72,426 | 1.07× |
| Niedersachsen | 52,098 | 1.08× |
| Hessen | 44,843 | 1.18× |
| Berlin | 26,102 | 1.17× |
| Rheinland-Pfalz | 24,894 | 1× |
| Sachsen | 23,436 | 0.96× |
| Schleswig-Holstein | 16,078 | 0.9× |
| Brandenburg | 13,969 | 0.9× |
| Hamburg | 13,110 | 1.16× |
| Sachsen-Anhalt | 11,019 | 0.85× |
| Thüringen | 10,965 | 0.86× |
| Mecklenburg-Vorpommern | 7,503 | 0.79× |
| Saarland | 5,383 | 0.88× |
| Bremen | 4,184 | 0.98× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Bath, Somerset | 12.08× | |
| San Diego | 30.37× | Travel & Leisure |
| Polar | 22.24× | Sports |
| Knipex | 22.62× | Home & Garden |
| The American University of Iraq – Sulaimani | 38.64× | Business & Career |
| Dremel | 19.4× | Home & Garden |
| Hornbach | 2.8× | Shopping |
| AutoScout24 | 2.7× | Cars & Mobility |
| Obi (store) | 2.35× | Shopping |
| Turbocharger | 5.42× | Cars & Mobility |
| Agricultural cooperative | 7.92× | Business & Career |
| Globus Baumarkt | 2.21× | Shopping |
| Pep Boys | 12.62× | Shopping |
| Saturn (store) | 2.91× | Shopping |
| Machine tool | 4.8× | Home & Garden |
| Škoda Auto | 2.6× | Cars & Mobility |
| Festool | 11.07× | Home & Garden |
| Antique car | 4.02× | Cars & Mobility |
| Vintage car | 4.57× | Cars & Mobility |
| Makita | 5.39× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.99 |
| Quality Awareness | PREMIUM | 1.96 |
| Patriotism | CONSERVATISM | 1.8 |
| Pet Ownership | JOY | 1.37 |
| Need for Security | CONSERVATISM | 1.3 |
| Career Orientation | POWER | 1.17 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.1% |
| Brazil | 7.5% |
| Germany | 5.0% |
See WD-40 audiences in other countries
More Detergent audiences in Germany
- Procter & Gamble (1,210,734)
- Unilever (837,083)
- Ariel (detergent) (639,483)
- Henkel (548,902)
- Persil (398,767)
Frequently asked questions
How many fans does WD-40 have in Germany?
WD-40 has an estimated audience of 498,413 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of WD-40 fans?
31.5% of WD-40 fans are female, 68.5% are male, with an average age of 46.3 years.
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.
Where do WD-40 fans live in Germany?
WD-40 fans in Germany are most concentrated in Nordrhein-Westfalen (reach 119,221), Bayern (reach 90,188), and Baden-Württemberg (reach 72,426). These three regions account for the largest share of the active audience.
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.
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.