A data profile of the people who buy, follow and care about Cleanliness in United Kingdom — modelled from more than twelve digital signal sources. Cleanliness has an estimated audience of 3,138,651 people in United Kingdom.
The average Cleanliness fan in United Kingdom is 45.0 years old, more female, and lives primarily in Greater London.
The audience is concentrated in Greater London, South East, North West.
Top brand affinities include Environmental remediation, Cleaning, Spring cleaning, with strongest over-indexing on Environmental remediation (24.39× the country average).
Demographically, the Cleanliness audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Cleanliness fan in United Kingdom is more female, around 45.0 years old, with strong Quality Awareness tendencies and a notable affinity for Environmental remediation.
The key figures that characterise the Cleanliness profile in United Kingdom.
62.9% are female, 37.1% are male, average age 45.0.
| Metric | Value |
|---|---|
| Female | 62.9% |
| Male | 37.1% |
| Average age | 45.0 |
| Estimated audience size | 3,138,651 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 36% |
of the worldwide Cleanliness audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 13.0% |
| Japan | 8.0% |
| Italy | 6.8% |
Where the Cleanliness audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~300K | 1.20× | |
| 02 | Wales | ~200K | 1.19× | |
| 03 | Northern Ireland | ~100K | 1.18× | |
| 04 | North West | ~400K | 1.09× | |
| 05 | Greater London | ~400K | 1.08× | |
| 06 | South West | ~300K | 1.02× | |
| 07 | East Midlands | ~200K | 0.97× | |
| 08 | East of England | ~300K | 0.96× | |
| 09 | South East | ~400K | 0.91× | |
| 10 | North East | ~100K | 0.82× | |
| 11 | West Midlands | ~100K | 0.76× | |
| 12 | Yorkshire and the Humber | ~200K | 0.74× |
The strongest cross-interests of the Cleanliness audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Environmental remediation | Politics & Society | 24.39× | ||
| 02 | Cleaning | Home & Garden | 16.95× | ||
| 03 | Spring cleaning | Home & Garden | 16.32× | ||
| 04 | Commercial cleaning | Business & Career | 13.93× | ||
| 05 | Housekeeping | Travel & Leisure | 7.83× | ||
| 06 | Cleaner | Business & Career | 6.40× | ||
| 07 | Home Bargains | Shopping | 1.93× | ||
| 08 | Dunelm | Home & Garden | 1.77× | ||
| 09 | Screwfix | Home & Garden | 1.76× | ||
| 10 | Matalan | Shopping | 1.75× | ||
| 11 | Household | Home & Garden | 1.72× | ||
| 12 | Building | Home & Garden | 1.72× | ||
| 13 | Toolstation | Home & Garden | 1.71× | ||
| 14 | Katie Price | Fashion & Accessoires | 1.69× | ||
| 15 | B&Q | Shopping | 1.66× | ||
| 16 | Argos (retailer) | Shopping | 1.60× | ||
| 17 | River Island | Fashion & Accessoires | 1.57× | ||
| 18 | TUI | Travel & Leisure | 1.54× | ||
| 19 | Debenhams | Fashion & Accessoires | 1.53× | ||
| 20 | Primark | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.53× | |
| DIY Mentality | THRILL | 1.42× | |
| Family Orientation | CONSERVATISM | 1.41× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.80× | |
| Travelling | THRILL | 0.86× | |
| Patriotism | CONSERVATISM | 0.88× |
Cleanliness has an estimated audience of 3,138,651 people in United Kingdom, concentrated in Greater London and South East.
62.9% of Cleanliness fans are female, 37.1% are male, with an average age of 45.0 years.
Cleanliness fans show strongest brand affinity for Environmental remediation (24.39×), Cleaning (16.95×), and Spring cleaning (16.32×) over the country average.
Cleanliness fans in United Kingdom are most concentrated in Greater London (reach ~400K), South East (reach ~400K), and North West (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Cleanliness itself, the audience over-indexes on Cleaning (16.95×), Spring cleaning (16.32×), Commercial cleaning (13.93×), and Housekeeping (7.83×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Cleanliness. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. 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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