Rascasse Audience Intelligence

Pet insurance Audience in Germany

A data profile of the people who buy, follow and care about Pet insurance in Germany — modelled from more than twelve digital signal sources. Pet insurance has an estimated audience of 408,243 people in Germany.

#5222among Topic in Germany#233in Pets & Animals

The average Pet insurance fan in Germany is 42.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Welsh Corgi, Equine therapy, Miniature Schnauzer, with strongest over-indexing on Welsh Corgi (20.94× the country average).

Demographically, the Pet insurance audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Pet Ownership, Creativity.

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

The typical Pet insurance fan in Germany is more female, around 42.9 years old, with strong Pet Ownership tendencies and a notable affinity for Welsh Corgi.

Category: Pets & Animals · 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 Pet insurance profile in Germany.

Audience size
408K
in Germany
Gender
68.5%♀
31.5% male
Age
42.9
average years
Country rank
#13800
Topic in Germany
Fig. 01

Search interest · 12-month trend

+869%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Pet insurance fans

68.5% are female, 31.5% are male, average age 42.9.

Fig. 02

Gender split

68.5%
Female
31.5%
Male
Demographic split for Pet insurance audience in Germany
MetricValue
Female68.5%
Male31.5%
Average age42.9
Estimated audience size408,243
Fig. 03

Age distribution

Ø 42.9
average years
Age distribution of the Pet insurance audience in Germany
Age bracketShare%
16-1917%
20-2912%
30-3915%
40-4928%
50+28%
Fig. 04

Worldwide distribution

3.2%

of the worldwide Pet insurance audience comes from Germany.

Worldwide audience distribution share by country for Pet insurance
CountryShare
United States28.5%
United Kingdom14.2%
Taiwan7.3%
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 Pet insurance audience in Germany is strongest.

Fig. 05

Top regions by affinity

Pet insurance fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~5K1.35×
02Saarland~6K1.25×
03Thüringen~10K1.16×
04Nordrhein-Westfalen~100K1.15×
05Rheinland-Pfalz~20K1.02×
06Schleswig-Holstein~10K1.01×
07Niedersachsen~40K1.00×
08Baden-Württemberg~60K0.99×
09Sachsen-Anhalt~10K0.99×
10Mecklenburg-Vorpommern~8K0.98×
11Hessen~30K0.95×
12Brandenburg~10K0.94×
13Berlin~20K0.89×
14Hamburg~8K0.82×
15Sachsen~20K0.79×
16Bayern~50K0.78×
Fig. 06

Affinity by region

Affinity by region — Pet insurance, Germany
0.78×1.00×1.35×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Pet insurance audience
#·InterestCategoryAffinity×
01Humane Society InternationalPolitics & Society26.77×
02Welsh CorgiPets & Animals20.94×
03Equine therapyHealth15.58×
04LabradorPets & Animals13.64×
05St. Bernard (dog)Pets & Animals13.38×
06Miniature SchnauzerPets & Animals12.64×
07BirdwatchingPets & Animals12.20×
08Boston TerrierPets & Animals11.96×
09Great DanePets & Animals11.81×
10BeaglePets & Animals6.65×
11PonyPets & Animals6.43×
12American Pit Bull TerrierPets & Animals5.95×
13Maltese (dog)Pets & Animals5.72×
14Dog breedingPets & Animals5.44×
15RottweilerPets & Animals5.08×
16Border ColliePets & Animals4.70×
17Yorkshire TerrierPets & Animals4.23×
18Dog loversPets & Animals4.08×
19CHIO AachenSports3.97×
20Dog healthPets & Animals3.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Pet insurance 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 Pet insurance audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY2.45×
CreativityOPEN1.19×
Early Adopter MentalityPOWER1.19×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Pet insurance audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.43×
Quality AwarenessPREMIUM0.58×
SpiritualityBALANCE0.59×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Pet insurance have in Germany?

Pet insurance has an estimated audience of 408,243 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of Pet insurance fans?

68.5% of Pet insurance fans are female, 31.5% are male, with an average age of 42.9 years.

03

Which brands do Pet insurance fans like most?

Pet insurance fans show strongest brand affinity for Welsh Corgi (20.94×), Equine therapy (15.58×), and Miniature Schnauzer (12.64×) over the country average.

04

Where do Pet insurance fans live in Germany?

Pet insurance fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Baden-Württemberg (reach ~60K), and Bayern (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Pet insurance fans also like?

Beyond Pet insurance itself, the audience over-indexes on Equine therapy (15.58×), Miniature Schnauzer (12.64×), Labrador (13.64×), and Great Dane (11.81×) compared to the Germany average.

Appendix

Explore more audiences

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

More Pets & Animals audiences in Germany

See Pet insurance audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Pet insurance. 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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