Rascasse Audience Intelligence

Fair trade Audience in Germany

A data profile of the people who buy, follow and care about Fair trade in Germany — modelled from more than twelve digital signal sources. Fair trade has an estimated audience of 5,412,317 people in Germany.

#586among Topic in Germany#114in Business & Career

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.

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.

Category: Business & Career · 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 Fair trade profile in Germany.

Audience size
5.4M
in Germany
Gender
63.3%♀
36.7% male
Age
39.7
average years
Country rank
#933
Topic in Germany
Fig. 01

Search interest · 12-month trend

-18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Fair trade fans

63.3% are female, 36.7% are male, average age 39.7.

Fig. 02

Gender split

63.3%
Female
36.7%
Male
Demographic split for Fair trade audience in Germany
MetricValue
Female63.3%
Male36.7%
Average age39.7
Estimated audience size5,412,317
Fig. 03

Age distribution

Ø 39.7
average years
Age distribution of the Fair trade audience in Germany
Age bracketShare%
16-1916%
20-2921%
30-3922%
40-4922%
50+19%
Fig. 04

Worldwide distribution

18.5%

of the worldwide Fair trade audience comes from Germany.

Worldwide audience distribution share by country for Fair trade
CountryShare
Germany18.5%
United States13.9%
Philippines13.3%
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 Fair trade audience in Germany is strongest.

Fig. 05

Top regions by affinity

Fair trade fans by region: top regions in Germany
#RegionReachAffinity×
01Bayern~1M1.36×
02Baden-Württemberg~1M1.36×
03Saarland~90K1.34×
04Nordrhein-Westfalen~1.5M1.21×
05Niedersachsen~600K1.13×
06Rheinland-Pfalz~300K1.05×
07Bremen~50K1.02×
08Schleswig-Holstein~200K0.99×
09Hamburg~100K0.95×
10Hessen~400K0.91×
11Brandenburg~100K0.88×
12Berlin~200K0.82×
13Thüringen~100K0.80×
14Sachsen~200K0.78×
15Sachsen-Anhalt~100K0.77×
16Mecklenburg-Vorpommern~80K0.73×
Fig. 06

Affinity by region

Affinity by region — Fair trade, Germany
0.73×1.00×1.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fair trade audience
#·InterestCategoryAffinity×
01hessnaturShopping7.52×
02Waste managementHome & Garden7.04×
03Veja SneakersFashion & Accessoires7.00×
04Sustainable Development GoalsPolitics & Society6.54×
05ArmedangelsFashion & Accessoires6.25×
06WasteHome & Garden5.76×
07Sustainable agricultureHome & Garden5.05×
08Sustainable clothingFashion & Accessoires4.75×
09Sustainable energyHome & Garden4.45×
10Denns BioMarktShopping4.33×
11Zeit für BrotFood & Beverages4.24×
12VintedFashion & Accessoires4.23×
13Sustainable fashionFashion & Accessoires3.84×
14Renewable energyBusiness & Career3.82×
15Ethical consumerismShopping3.41×
16Google NewsNews3.08×
17Organic farmingFood & Beverages2.47×
18Vegetarian cuisineFood & Beverages2.15×
19RossmannShopping2.05×
20Müller (company)Food & Beverages1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fair trade 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 Fair trade audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE2.91×
Healthy LifestyleBALANCE1.75×
Design AffinityPREMIUM1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fair trade audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.68×
Risk AppetiteTHRILL0.88×
ExtroversionTHRILL0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Fair trade fans live in Germany?

Fair trade fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~1M), and Baden-Württemberg (reach ~1M). These three regions account for the largest share of the active audience.

05

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×), hessnatur (7.52×), and Sustainable clothing (4.75×) compared to the Germany average.

Appendix

Explore more audiences

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

More Business & Career audiences in Germany

See Fair trade audiences in other countries

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.

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