A data profile of the people who buy, follow and care about Cleanliness in Italy — modelled from more than twelve digital signal sources. Cleanliness has an estimated audience of 6,191,630 people in Italy.
The average Cleanliness fan in Italy is 45.8 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Campania, Lazio.
Top brand affinities include Cleaning, Housekeeping, Spring cleaning, with strongest over-indexing on Cleaning (15.98× the country average).
Demographically, the Cleanliness audience skews more female with an average age of 45.8, and over-indexes on personality traits such as Quality Awareness, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Cleanliness fan in Italy is more female, around 45.8 years old, with strong Quality Awareness tendencies and a notable affinity for Cleaning.
The key figures that characterise the Cleanliness profile in Italy.
60.4% are female, 39.6% are male, average age 45.8.
| Metric | Value |
|---|---|
| Female | 60.4% |
| Male | 39.6% |
| Average age | 45.8 |
| Estimated audience size | 6,191,630 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 13% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 37% |
of the worldwide Cleanliness audience comes from Italy.
| Country | Share |
|---|---|
| United States | 13.0% |
| Japan | 8.0% |
| Italy | 6.8% |
Where the Cleanliness audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Aosta Valley | ~20K | 1.19× | |
| 02 | Campania | ~800K | 1.15× | |
| 03 | Basilicata | ~60K | 1.04× | |
| 04 | Umbria | ~100K | 1.02× | |
| 05 | Abruzzo | ~100K | 1.01× | |
| 06 | Trentino-Alto Adige/Südtirol | ~100K | 1.01× | |
| 07 | Friuli-Venezia Giulia | ~100K | 1.00× | |
| 08 | Molise | ~30K | 0.99× | |
| 09 | Calabria | ~200K | 0.98× | |
| 10 | Marche | ~100K | 0.97× | |
| 11 | Lombardy | ~1M | 0.96× | |
| 12 | Sardinia | ~200K | 0.96× | |
| 13 | Liguria | ~200K | 0.96× | |
| 14 | Tuscany | ~400K | 0.95× | |
| 15 | Piedmont | ~400K | 0.94× | |
| 16 | Emilia-Romagna | ~500K | 0.93× | |
| 17 | Puglia | ~400K | 0.93× | |
| 18 | Sicilia | ~500K | 0.92× | |
| 19 | Veneto | ~500K | 0.92× | |
| 20 | Lazio | ~700K | 0.88× |
The strongest cross-interests of the Cleanliness audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cleaning | Home & Garden | 15.98× | ||
| 02 | Spring cleaning | Home & Garden | 15.77× | ||
| 03 | Commercial cleaning | Business & Career | 14.74× | ||
| 04 | Cleaner | Business & Career | 14.43× | ||
| 05 | Floor cleaning | Home & Garden | 13.84× | ||
| 06 | Wischmopp | Home & Garden | 11.93× | ||
| 07 | Mop | Home & Garden | 11.93× | ||
| 08 | Dust | Home & Garden | 11.91× | ||
| 09 | Housekeeping | Travel & Leisure | 10.31× | ||
| 10 | Laundry | Home & Garden | 5.34× | ||
| 11 | Household | Home & Garden | 4.47× | ||
| 12 | Wood flooring | Home & Garden | 4.27× | ||
| 13 | Kitchen utensil | Home & Garden | 3.84× | ||
| 14 | Floor | Home & Garden | 3.50× | ||
| 15 | Bedroom | Home & Garden | 3.12× | ||
| 16 | Living room | Home & Garden | 3.09× | ||
| 17 | OVS | Fashion & Accessoires | 2.95× | ||
| 18 | UniEuro | Shopping | 2.35× | ||
| 19 | IKEA | Home & Garden | 2.11× | ||
| 20 | Food | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 2.76× | |
| Early Adopter Mentality | POWER | 1.88× | |
| DIY Mentality | THRILL | 1.71× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.65× | |
| Risk Appetite | THRILL | 0.65× | |
| Tradition | CONSERVATISM | 0.76× |
Cleanliness has an estimated audience of 6,191,630 people in Italy, concentrated in Lombardy and Campania.
60.4% of Cleanliness fans are female, 39.6% are male, with an average age of 45.8 years.
Cleanliness fans show strongest brand affinity for Cleaning (15.98×), Housekeeping (10.31×), and Spring cleaning (15.77×) over the country average.
Cleanliness fans in Italy are most concentrated in Lombardy (reach ~1M), Campania (reach ~800K), and Lazio (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Cleanliness itself, the audience over-indexes on Housekeeping (10.31×), Spring cleaning (15.77×), Dust (11.91×), and Cleaner (14.43×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy 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 Italy. 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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