Nivea Audience in United States

Nivea logo

Nivea has an estimated audience of 2,365,527 people in United States. 78.8% are female, 21.2% are male, average age 42.1. Top regions: California, Texas, Florida. Top brand affinities: Personal care, La Roche-Posay, Banana Republic, Straight Talk, TurboTax.

The average Nivea fan in United States is 42.1 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Personal care, La Roche-Posay, Banana Republic, with strongest over-indexing on Personal care (6.9× the country average). Demographically, the Nivea audience skews more female with an average age of 42.1, and over-indexes on personality traits such as Indulgence, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Beauty & Wellness · Type: Brand · Subtype: Personal care

Demographics of Nivea fans

Demographic split for Nivea audience in United States
MetricValue
Female78.8%
Male21.2%
Average age42.1
Estimated audience size2,365,527

Audience persona

The typical Nivea fan in United States is more female, around 42.1 years old, with strong Indulgence tendencies and a notable affinity for Personal care.

Top regions in United States

Top regions ranked by reach for Nivea in United States
RegionReachAffinity
California383,4631.47×
Texas297,5771.46×
Florida201,2151.26×
New York198,5211.5×
Georgia110,6241.52×
Illinois102,8151.3×
North Carolina86,5811.22×
New Jersey84,6411.41×
Pennsylvania79,0910.99×
Ohio73,3691.01×
Virginia73,2831.27×
Michigan61,6891×
Maryland59,9231.47×
Tennessee53,5121.13×
Massachusetts50,4221.08×
Arizona48,6861.01×
Indiana44,8211.04×
Washington44,8060.94×
Louisiana44,3991.46×
South Carolina41,1961.16×
Alabama36,2481.1×
Missouri34,6950.91×
Colorado32,6390.88×
Minnesota30,2130.89×
Connecticut29,5411.25×
Nevada29,5181.29×
Wisconsin28,6060.8×
Kentucky27,8350.94×
Mississippi25,4501.31×
Oregon24,6890.91×
Oklahoma24,3290.93×
Arkansas18,6880.96×
Utah16,7190.79×
Kansas15,9880.86×
Iowa15,4780.79×
New Mexico11,0600.93×
Nebraska10,0150.84×
Hawaii9,3430.92×
Washington, District of Columbia9,1101.28×
Delaware8,4391.29×
Rhode Island7,7471.03×
Idaho6,8880.58×
West Virginia5,9220.54×
New Hampshire5,4420.58×
Maine5,0710.6×
Alaska3,1250.62×
Montana2,9720.45×
South Dakota2,9330.54×
North Dakota2,4750.51×
Vermont2,0050.48×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Nivea audience
BrandAffinityCategory
Personal care6.9×Health
La Roche-Posay16.9×Beauty & Wellness
Banana Republic7.48×Fashion & Accessoires
Straight Talk11.74×Technology & Electronics
TurboTax7.66×Business & Career
Tory Burch8.13×Fashion & Accessoires
Indoor tanning lotion18.87×Beauty & Wellness
Papyrus5.87×Politics & Society
Lancôme10.23×Beauty & Wellness
Balenciaga8×Fashion & Accessoires
Walgreens3.55×Shopping
CVS Pharmacy4.2×Shopping
Menards4.4×Home & Garden
ZipRecruiter10.72×Business & Career
Armour12.43×Kids & Family
Swarovski8.93×Fashion & Accessoires
Princess Polly8.64×Fashion & Accessoires
Kiehl's10.12×Beauty & Wellness
Longchamp14.45×Fashion & Accessoires
Taco Cabana15.39×Food & Beverages

Psychographic profile

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

Top personality traits over-indexed by Nivea audience
TraitClusterScore
IndulgenceJOY1.92
SustainabilityBALANCE1.76
ExtroversionTHRILL1.49
Price SensitivityPREMIUM1.49
Luxury OrientationPREMIUM1.46
Design AffinityPREMIUM1.45

Worldwide distribution

Worldwide audience distribution share by country for Nivea
CountryShare
Brazil12.4%
United States10.5%
India6.7%

See Nivea audiences in other countries

More Personal care audiences in United States

Frequently asked questions

How many fans does Nivea have in United States?

Nivea has an estimated audience of 2,365,527 people in United States, concentrated in California and Texas.

What is the gender split and age of Nivea fans?

78.8% of Nivea fans are female, 21.2% are male, with an average age of 42.1 years.

Which brands do Nivea fans like most?

Nivea fans show strongest brand affinity for Personal care (6.9×), La Roche-Posay (16.9×), and Banana Republic (7.48×) over the country average.

Where do Nivea fans live in United States?

Nivea fans in United States are most concentrated in California (reach 383,463), Texas (reach 297,577), and Florida (reach 201,215). These three regions account for the largest share of the active audience.

What other brands do Nivea fans also like?

Beyond Nivea itself, the audience over-indexes on La Roche-Posay (16.9×), Banana Republic (7.48×), Straight Talk (11.74×), and TurboTax (7.66×) 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 Nivea. 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.