Rascasse Audience Intelligence

Cruelty-free Audience in Germany

A data profile of the people who buy, follow and care about Cruelty-free in Germany — modelled from more than twelve digital signal sources. Cruelty-free has an estimated audience of 817,163 people in Germany.

#3553among Topic in Germany#141in Beauty & Wellness

The average Cruelty-free fan in Germany is 35.8 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Superman, Shopping, Reading, with strongest over-indexing on Superman (4.09× the country average).

Demographically, the Cruelty-free audience skews more female with an average age of 35.8, and over-indexes on personality traits such as Individualism, Mindfulness.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Cruelty-free fan in Germany is more female, around 35.8 years old, with strong Individualism tendencies and a notable affinity for Superman.

Category: Beauty & Wellness · Type: Topic

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 Cruelty-free profile in Germany.

Audience size
817K
in Germany
Gender
79.0%♀
21.0% male
Age
35.8
average years
Country rank
#7749
Topic in Germany
Fig. 01

Search interest · 12-month trend

-26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Cruelty-free fans

79.0% are female, 21.0% are male, average age 35.8.

Fig. 02

Gender split

79.0%
Female
21.0%
Male
Demographic split for Cruelty-free audience in Germany
MetricValue
Female79.0%
Male21.0%
Average age35.8
Estimated audience size817,163
Fig. 03

Age distribution

Ø 35.8
average years
Age distribution of the Cruelty-free audience in Germany
Age bracketShare%
16-1925%
20-2924%
30-3921%
40-4918%
50+12%
Fig. 04

Worldwide distribution

2.5%

of the worldwide Cruelty-free audience comes from Germany.

Worldwide audience distribution share by country for Cruelty-free
CountryShare
United States47.3%
United Kingdom14.6%
Australia5.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Cruelty-free audience in Germany is strongest.

Fig. 05

Top regions by affinity

Cruelty-free fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~8K1.10×
02Saarland~10K1.06×
03Berlin~40K1.00×
04Hamburg~20K1.00×
05Mecklenburg-Vorpommern~20K1.00×
06Hessen~60K0.99×
07Thüringen~20K0.99×
08Bayern~100K0.98×
09Schleswig-Holstein~30K0.98×
10Sachsen-Anhalt~20K0.98×
11Rheinland-Pfalz~40K0.97×
12Brandenburg~20K0.97×
13Baden-Württemberg~100K0.94×
14Niedersachsen~70K0.94×
15Sachsen~40K0.94×
16Nordrhein-Westfalen~200K0.92×
Fig. 06

Affinity by region

Affinity by region — Cruelty-free, Germany
0.92×1.00×1.10×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Cruelty-free audience
#·InterestCategoryAffinity×
01Facial careBeauty & Wellness8.66×
02Hair dryerBeauty & Wellness7.13×
03MoisturizerHome & Garden6.74×
04HairbrushBeauty & Wellness6.73×
05Female bodybuildingSports5.58×
06Felix BaumgartnerSports5.31×
07Dog healthPets & Animals4.44×
08SupermanMovies & TV4.09×
09Stranger ThingsMovies & TV3.46×
10BeautyBeauty & Wellness2.16×
11MoviesMovies & TV2.12×
12DesignHome & Garden2.11×
13ReadingLiterature2.09×
14ClothingFashion & Accessoires2.08×
15ShoppingShopping2.07×
16Online shoppingShopping1.98×
17Consumer electronicsTechnology & Electronics1.94×
18MusicBusiness & Career1.89×
19FoodFood & Beverages1.89×
20Arts and musicArts & Culture1.74×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Cruelty-free 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 Cruelty-free audience · What stands out
TraitClusterDeviationScore
IndividualismJOY2.84×
MindfulnessBALANCE2.68×
TravellingTHRILL2.05×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Cruelty-free audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.77×
Family OrientationCONSERVATISM0.78×
DIY MentalityTHRILL0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Cruelty-free have in Germany?

Cruelty-free has an estimated audience of 817,163 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Cruelty-free fans?

79.0% of Cruelty-free fans are female, 21.0% are male, with an average age of 35.8 years.

03

Which brands do Cruelty-free fans like most?

Cruelty-free fans show strongest brand affinity for Superman (4.09×), Shopping (2.07×), and Reading (2.09×) over the country average.

04

Where do Cruelty-free fans live in Germany?

Cruelty-free fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Cruelty-free fans also like?

Beyond Cruelty-free itself, the audience over-indexes on Shopping (2.07×), Reading (2.09×), Movies (2.12×), and Facial care (8.66×) compared to the Germany average.

Appendix

Explore more audiences

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

More Beauty & Wellness audiences in Germany

See Cruelty-free audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Cruelty-free. 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 Germany. 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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