Fair trade Audience in Germany
Fair trade has an estimated audience of 5,412,317 people in Germany. 63.3% are female, 36.7% are male, average age 39.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Sustainable energy, Renewable energy, Veja Sneakers, Denns BioMarkt, Sustainable clothing.
The average Fair trade fan in Germany is 39.7 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Sustainable energy, Renewable energy, Veja Sneakers, with strongest over-indexing on Sustainable energy (4.45× the country average). Demographically, the Fair trade audience skews more female with an average age of 39.7, and over-indexes on personality traits such as Sustainability, Healthy Lifestyle. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Business & Career · Type: Topic
Demographics of Fair trade fans
| Metric | Value |
|---|---|
| Female | 63.3% |
| Male | 36.7% |
| Average age | 39.7 |
| Estimated audience size | 5,412,317 |
Audience persona
The typical Fair trade fan in Germany is more female, around 39.7 years old, with strong Sustainability tendencies and a notable affinity for Sustainable energy.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,496,806 | 1.26× |
| Bayern | 1,188,903 | 1.37× |
| Baden-Württemberg | 1,052,037 | 1.42× |
| Niedersachsen | 618,174 | 1.18× |
| Hessen | 388,391 | 0.94× |
| Rheinland-Pfalz | 285,618 | 1.05× |
| Berlin | 203,775 | 0.84× |
| Sachsen | 190,615 | 0.72× |
| Schleswig-Holstein | 190,550 | 0.98× |
| Brandenburg | 142,402 | 0.85× |
| Hamburg | 117,673 | 0.96× |
| Sachsen-Anhalt | 98,585 | 0.7× |
| Thüringen | 97,416 | 0.71× |
| Saarland | 88,627 | 1.33× |
| Mecklenburg-Vorpommern | 68,526 | 0.66× |
| Bremen | 47,068 | 1.02× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sustainable energy | 4.45× | Home & Garden |
| Renewable energy | 3.82× | Business & Career |
| Veja Sneakers | 7× | Fashion & Accessoires |
| Denns BioMarkt | 4.33× | Shopping |
| Sustainable clothing | 4.75× | Fashion & Accessoires |
| Vinted | 4.23× | Fashion & Accessoires |
| Sustainable fashion | 3.84× | Fashion & Accessoires |
| Rossmann | 2.05× | Shopping |
| Waste | 5.76× | Home & Garden |
| Hessnatur | 6.38× | Fashion & Accessoires |
| Armedangels | 6.25× | Fashion & Accessoires |
| Ethical consumerism | 3.41× | Shopping |
| Waste management | 7.04× | Home & Garden |
| Google News | 3.08× | News |
| hessnatur | 7.52× | Shopping |
| Organic farming | 2.47× | Food & Beverages |
| Sustainable agriculture | 5.05× | Home & Garden |
| Vegetarian cuisine | 2.15× | Food & Beverages |
| Sustainable Development Goals | 6.54× | Politics & Society |
| Hot yoga | 4.39× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 2.89 |
| Healthy Lifestyle | BALANCE | 1.37 |
| Design Affinity | PREMIUM | 1.34 |
| Tradition | CONSERVATISM | 1.31 |
| Sports Activity | POWER | 1.25 |
| DIY Mentality | THRILL | 1.24 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 18.5% |
| United States | 13.9% |
| Philippines | 13.3% |
See Fair trade audiences in other countries
More Business & Career audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Fair trade have in Germany?
Fair trade has an estimated audience of 5,412,317 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Fair trade fans?
63.3% of Fair trade fans are female, 36.7% are male, with an average age of 39.7 years.
Which brands do Fair trade fans like most?
Fair trade fans show strongest brand affinity for Sustainable energy (4.45×), Renewable energy (3.82×), and Veja Sneakers (7×) over the country average.
Where do Fair trade fans live in Germany?
Fair trade fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,496,806), Bayern (reach 1,188,903), and Baden-Württemberg (reach 1,052,037). These three regions account for the largest share of the active audience.
What other brands do Fair trade fans also like?
Beyond Fair trade itself, the audience over-indexes on Renewable energy (3.82×), Veja Sneakers (7×), Denns BioMarkt (4.33×), and Sustainable clothing (4.75×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Fair trade. 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.