Rascasse Audience Intelligence

Plant-based diet Audience in Germany

A data profile of the people who buy, follow and care about Plant-based diet in Germany — modelled from more than twelve digital signal sources. Plant-based diet has an estimated audience of 1,171,220 people in Germany.

#2844among Topic in Germany#167in Health

The average Plant-based diet fan in Germany is 33.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Vegetarian cuisine, Vegan Recipes, Gluten-free diet, with strongest over-indexing on Vegetarian cuisine (6.79× the country average).

Demographically, the Plant-based diet audience skews more female with an average age of 33.7, and over-indexes on personality traits such as Healthy Lifestyle, Mindfulness.

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

The typical Plant-based diet fan in Germany is more female, around 33.7 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Vegetarian cuisine.

Category: Health · 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 Plant-based diet profile in Germany.

Audience size
1.2M
in Germany
Gender
74.9%♀
25.1% male
Age
33.7
average years
Country rank
#5662
Topic in Germany
Fig. 01

Search interest · 12-month trend

-45%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Plant-based diet fans

74.9% are female, 25.1% are male, average age 33.7.

Fig. 02

Gender split

74.9%
Female
25.1%
Male
Demographic split for Plant-based diet audience in Germany
MetricValue
Female74.9%
Male25.1%
Average age33.7
Estimated audience size1,171,220
Fig. 03

Age distribution

Ø 33.7
average years
Age distribution of the Plant-based diet audience in Germany
Age bracketShare%
16-1929%
20-2927%
30-3920%
40-4916%
50+8%
Fig. 04

Worldwide distribution

4.0%

of the worldwide Plant-based diet audience comes from Germany.

Worldwide audience distribution share by country for Plant-based diet
CountryShare
United States35.2%
United Kingdom10.6%
India8.1%
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 Plant-based diet audience in Germany is strongest.

Fig. 05

Top regions by affinity

Plant-based diet fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~10K1.37×
02Saarland~20K1.15×
03Mecklenburg-Vorpommern~20K1.05×
04Thüringen~30K1.02×
05Brandenburg~40K0.99×
06Sachsen-Anhalt~30K0.99×
07Berlin~50K0.94×
08Schleswig-Holstein~40K0.94×
09Hamburg~30K0.94×
10Rheinland-Pfalz~50K0.93×
11Sachsen~50K0.92×
12Baden-Württemberg~100K0.90×
13Bayern~200K0.86×
14Hessen~80K0.86×
15Niedersachsen~100K0.85×
16Nordrhein-Westfalen~200K0.77×
Fig. 06

Affinity by region

Affinity by region — Plant-based diet, Germany
0.77×1.00×1.37×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Plant-based diet audience
#·InterestCategoryAffinity×
01Silk (soy milk)Food & Beverages32.02×
02Raw veganismFood & Beverages21.29×
03Eating HealthyFood & Beverages18.84×
04Clean EatingFood & Beverages18.68×
05Healthy RecipesFood & Beverages16.55×
06Almond milkFood & Beverages14.89×
07Gluten-free dietFood & Beverages13.61×
08Vegan RecipesFood & Beverages11.48×
09Organic horticultureFood & Beverages9.78×
10Healthy foodHealth8.57×
11Vegetarian cuisineFood & Beverages6.79×
12Happy New Year (2014 film)Movies & TV6.58×
13Natural foodsFood & Beverages6.57×
14JuiceFood & Beverages5.96×
15Vegan nutritionHealth5.70×
16VegetableFood & Beverages5.19×
17More NutritionHealth4.23×
18HugendubelShopping4.11×
19BauhausShopping3.73×
20TagesschauMovies & TV3.47×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Plant-based diet 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 Plant-based diet audience · What stands out
TraitClusterDeviationScore
Healthy LifestyleBALANCE4.42×
MindfulnessBALANCE3.20×
Community OrientationOPEN2.57×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Plant-based diet audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.72×
DIY MentalityTHRILL0.72×
Family OrientationCONSERVATISM0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Plant-based diet have in Germany?

Plant-based diet has an estimated audience of 1,171,220 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Plant-based diet fans?

74.9% of Plant-based diet fans are female, 25.1% are male, with an average age of 33.7 years.

03

Which brands do Plant-based diet fans like most?

Plant-based diet fans show strongest brand affinity for Vegetarian cuisine (6.79×), Vegan Recipes (11.48×), and Gluten-free diet (13.61×) over the country average.

04

Where do Plant-based diet fans live in Germany?

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

05

What other brands do Plant-based diet fans also like?

Beyond Plant-based diet itself, the audience over-indexes on Vegan Recipes (11.48×), Gluten-free diet (13.61×), Healthy food (8.57×), and Healthy Recipes (16.55×) compared to the Germany average.

Appendix

Explore more audiences

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

More Health audiences in Germany

See Plant-based diet audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Plant-based diet. 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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