Henkel Audience in United States

Henkel logo

Henkel has an estimated audience of 595,701 people in United States. 64.0% are female, 36.0% are male, average age 34.8. Top regions: California, New York, Connecticut. Top brand affinities: You Don't Mess with the Zohan, Girlfriend (magazine), Din Tai Fung, Rita Lee, The Powerpuff Girls.

The average Henkel fan in United States is 34.8 years old, more female, and lives primarily in California. The audience is concentrated in California, New York, Connecticut. Top brand affinities include You Don't Mess with the Zohan, Girlfriend (magazine), Din Tai Fung, with strongest over-indexing on You Don't Mess with the Zohan (124.31× the country average). Demographically, the Henkel audience skews more female with an average age of 34.8, and over-indexes on personality traits such as Extroversion, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Henkel fans

Demographic split for Henkel audience in United States
MetricValue
Female64.0%
Male36.0%
Average age34.8
Estimated audience size595,701

Audience persona

The typical Henkel fan in United States is more female, around 34.8 years old, with strong Extroversion tendencies and a notable affinity for You Don't Mess with the Zohan.

Top regions in United States

Top regions ranked by reach for Henkel in United States
RegionReachAffinity
California83,9641.28×
New York49,6151.49×
Connecticut37,7456.32×
Texas32,3200.63×
Ohio29,0871.59×
Michigan26,7281.72×
Illinois24,9051.25×
New Jersey24,8021.64×
Florida22,8710.57×
Pennsylvania22,0211.1×
North Carolina18,5711.04×
Georgia15,9700.87×
Massachusetts15,2001.3×
Minnesota13,4931.58×
Virginia13,3950.92×
Kentucky12,7301.7×
Missouri12,2841.28×
Utah11,9422.24×
Indiana11,6571.07×
South Carolina11,2211.25×
Tennessee9,8240.82×
Washington8,6380.72×
Wisconsin8,5850.96×
Arizona8,3570.69×
Colorado6,2300.66×
Maryland5,6150.55×
Arkansas4,6430.95×
Alabama4,5220.54×
Oregon4,2860.63×
Iowa3,5160.72×
Kansas3,0800.66×
New Hampshire2,9631.26×
Nevada2,8590.5×
South Dakota2,8442.07×
Louisiana2,6520.35×
Oklahoma2,5920.39×
Washington, District of Columbia2,2201.24×
Mississippi1,9800.4×
Rhode Island1,7340.91×
Nebraska1,4770.49×
Idaho1,3890.46×
Maine1,0740.5×
New Mexico1,0670.36×
Hawaii1,0000.39×
Delaware9470.58×
West Virginia9370.34×
Vermont6820.65×
Montana6450.39×
North Dakota4920.4×
Alaska3480.27×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Henkel audience
BrandAffinityCategory
You Don't Mess with the Zohan124.31×Movies & TV
Girlfriend (magazine)33.5×Kids & Family
Din Tai Fung22.83×Food & Beverages
Rita Lee263.85×Music & Radio
The Powerpuff Girls56.1×Movies & TV
NHK65.29×Movies & TV
Hair Extensions7.85×Beauty & Wellness
ghd65.57×Beauty & Wellness
Fear, and Loathing in Las Vegas32.44×Music & Radio
Reckitt67.98×Home & Garden
Rebecca Minkoff37.1×Fashion & Accessoires
Uhu111.96×Home & Garden
Dyson12.06×Home & Garden
Long Lashes8.82×Beauty & Wellness
schwarzkopf32.11×Beauty & Wellness
Wig4.42×Beauty & Wellness
Great Clips5.17×Beauty & Wellness
Paris Saint-Germain9.96×Sports
Hair Stylists9.52×Beauty & Wellness
Hairbrush6.31×Beauty & Wellness

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Henkel audience
TraitClusterScore
ExtroversionTHRILL1.55
Price SensitivityPREMIUM1.46
DIY MentalityTHRILL1.4
Design AffinityPREMIUM1.37
SustainabilityBALANCE1.33
Healthy LifestyleBALANCE1.28

Worldwide distribution

Worldwide audience distribution share by country for Henkel
CountryShare
United States12.3%
Germany11.3%
China6.2%

See Henkel audiences in other countries

More Detergent audiences in United States

Frequently asked questions

How many fans does Henkel have in United States?

Henkel has an estimated audience of 595,701 people in United States, concentrated in California and New York.

What is the gender split and age of Henkel fans?

64.0% of Henkel fans are female, 36.0% are male, with an average age of 34.8 years.

Which brands do Henkel fans like most?

Henkel fans show strongest brand affinity for You Don't Mess with the Zohan (124.31×), Girlfriend (magazine) (33.5×), and Din Tai Fung (22.83×) over the country average.

Where do Henkel fans live in United States?

Henkel fans in United States are most concentrated in California (reach 83,964), New York (reach 49,615), and Connecticut (reach 37,745). These three regions account for the largest share of the active audience.

What other brands do Henkel fans also like?

Beyond Henkel itself, the audience over-indexes on Girlfriend (magazine) (33.5×), Din Tai Fung (22.83×), Rita Lee (263.85×), and The Powerpuff Girls (56.1×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for Henkel. 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 United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.