Rascasse Audience Intelligence

Nivea Target Market in United States

A data profile of the people who buy, follow and care about Nivea in United States — modelled from more than twelve digital signal sources. Nivea has an estimated audience of 2,347,335 people in United States.

#16among Personal care in United States#1266among Brand in United States#189in Beauty & Wellness

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 Sustainability, Indulgence.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

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

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Nivea profile in United States.

Audience size
2.3M
in United States
Gender
78.8%♀
21.2% male
Age
42.1
average years
Country rank
#12523
Brand in United States
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Nivea

78.8% are female, 21.2% are male, average age 42.1.

Fig. 02

Gender split

78.8%
Female
21.2%
Male
Demographic split for Nivea audience in United States
MetricValue
Female78.8%
Male21.2%
Average age42.1
Estimated audience size2,347,335
Fig. 03

Age distribution

Ø 42.1
average years
Age distribution of the Nivea audience in United States
Age bracketShare%
16-1910%
20-2919%
30-3923%
40-4928%
50+21%
Fig. 04

Worldwide distribution

10.2%

of the worldwide Nivea audience comes from United States.

Worldwide audience distribution share by country for Nivea
CountryShare
Brazil12.1%
United States10.2%
India6.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Nivea audience in United States is strongest.

Fig. 05

Top regions by affinity

Nivea customers by region in United States
#RegionReachAffinity×
01Georgia~100K1.46×
02Texas~300K1.45×
03Maryland~60K1.43×
04Louisiana~40K1.42×
05California~400K1.40×
06New York~200K1.40×
07New Jersey~80K1.37×
08Mississippi~20K1.28×
09Nevada~30K1.27×
10Illinois~100K1.25×
11Virginia~70K1.22×
12Washington, District of Columbia~9K1.22×
13Florida~200K1.20×
14Connecticut~30K1.19×
15Delaware~8K1.19×
16North Carolina~80K1.18×
17Alabama~40K1.11×
18South Carolina~40K1.10×
19Tennessee~50K1.08×
20Massachusetts~50K1.06×
21Arizona~50K1.05×
22Rhode Island~8K1.03×
23Indiana~40K1.02×
24New Mexico~10K1.00×
25Arkansas~20K0.99×
26Oklahoma~30K0.98×
27Pennsylvania~80K0.96×
28Ohio~70K0.95×
29Michigan~60K0.95×
30Kentucky~30K0.95×
31Kansas~20K0.95×
32Nebraska~10K0.95×
33Washington~40K0.94×
34Hawaii~9K0.93×
35Minnesota~30K0.91×
36Oregon~20K0.91×
37Colorado~30K0.90×
38Missouri~30K0.89×
39Iowa~20K0.84×
40Wisconsin~30K0.83×
41Alaska~4K0.83×
42Utah~20K0.82×
43South Dakota~4K0.80×
44North Dakota~4K0.79×
45Vermont~3K0.78×
46West Virginia~8K0.74×
47Maine~6K0.74×
48Idaho~9K0.73×
49New Hampshire~7K0.72×
50Montana~5K0.72×
Fig. 06

Affinity by region

Affinity by region — Nivea, United States
0.72×1.00×1.46×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Nivea audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Nivea audience
#·InterestCategoryAffinity×
01Paula's ChoiceBeauty & Wellness21.60×
02Indoor tanning lotionBeauty & Wellness18.87×
03La Roche-PosayBeauty & Wellness16.90×
04LongchampFashion & Accessoires14.45×
05ArmourKids & Family12.43×
06Straight TalkTechnology & Electronics11.74×
07ZipRecruiterBusiness & Career10.72×
08Kiehl'sBeauty & Wellness10.12×
09FedEx OfficeBusiness & Career9.36×
10SwarovskiFashion & Accessoires8.93×
11Princess PollyFashion & Accessoires8.64×
12Tory BurchFashion & Accessoires8.13×
13BalenciagaFashion & Accessoires8.00×
14TurboTaxBusiness & Career7.66×
15Banana RepublicFashion & Accessoires7.48×
16Personal careHealth6.90×
17PapyrusPolitics & Society5.87×
18MenardsHome & Garden4.40×
19CVS PharmacyShopping4.20×
20WalgreensShopping3.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Nivea audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Nivea audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE2.10×
IndulgenceJOY1.56×
ExtroversionTHRILL1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Nivea audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.44×
Need for SecurityCONSERVATISM0.64×
Risk AppetiteTHRILL0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Nivea's target market in United States?

Nivea's target market in United States covers an estimated 2,347,335 people, concentrated in California and Texas.

02

What is the gender split and age of Nivea customers?

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

03

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.

04

Where do Nivea fans live in United States?

Nivea fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Personal care audiences in United States

See Nivea audiences in other countries

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.

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