Rascasse Audience Intelligence

Procurement Audience in Germany

A data profile of the people who buy, follow and care about Procurement in Germany — modelled from more than twelve digital signal sources. Procurement has an estimated audience of 1,042,091 people in Germany.

#3065among Topic in Germany#561in Business & Career

The average Procurement fan in Germany is 41.9 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include TravelCenters of America, Wellness (alternative medicine), Mindfulness, with strongest over-indexing on TravelCenters of America (33.94× the country average).

Demographically, the Procurement audience skews more male with an average age of 41.9, and over-indexes on personality traits such as Mindfulness, Career Orientation.

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

The typical Procurement fan in Germany is more male, around 41.9 years old, with strong Mindfulness tendencies and a notable affinity for TravelCenters of America.

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 Procurement profile in Germany.

Audience size
1M
in Germany
Gender
29.9%♀
70.1% male
Age
41.9
average years
Country rank
#6284
Topic in Germany
Fig. 01

Search interest · 12-month trend

-7%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Procurement fans

29.9% are female, 70.1% are male, average age 41.9.

Fig. 02

Gender split

29.9%
Female
70.1%
Male
Demographic split for Procurement audience in Germany
MetricValue
Female29.9%
Male70.1%
Average age41.9
Estimated audience size1,042,091
Fig. 03

Age distribution

Ø 41.9
average years
Age distribution of the Procurement audience in Germany
Age bracketShare%
16-1911%
20-2919%
30-3923%
40-4926%
50+22%
Fig. 04

Worldwide distribution

4.9%

of the worldwide Procurement audience comes from Germany.

Worldwide audience distribution share by country for Procurement
CountryShare
United States9.8%
India7.2%
Brazil6.5%
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 Procurement audience in Germany is strongest.

Fig. 05

Top regions by affinity

Procurement fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~100K1.86×
02Hamburg~40K1.60×
03Berlin~70K1.49×
04Bayern~200K1.38×
05Baden-Württemberg~200K1.26×
06Bremen~10K1.14×
07Nordrhein-Westfalen~300K1.12×
08Rheinland-Pfalz~50K0.89×
09Schleswig-Holstein~30K0.89×
10Niedersachsen~80K0.82×
11Saarland~10K0.78×
12Sachsen~40K0.77×
13Brandenburg~20K0.71×
14Thüringen~20K0.67×
15Sachsen-Anhalt~20K0.62×
16Mecklenburg-Vorpommern~10K0.62×
Fig. 06

Affinity by region

Affinity by region — Procurement, Germany
0.62×1.00×1.86×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Procurement audience
#·InterestCategoryAffinity×
01TravelCenters of AmericaTravel & Leisure33.94×
02Matahari (department store)Fashion & Accessoires25.94×
03Total quality managementBusiness & Career12.07×
04MindfulnessHealth6.82×
05Wellness (alternative medicine)Health4.94×
06MeditationHealth4.56×
07SpiritualityHealth4.52×
08ReligionBusiness & Career4.15×
09ChristmasKids & Family3.72×
10Indeed.comBusiness & Career3.67×
11Müller (company)Food & Beverages2.59×
12Netto Marken-DiscountShopping2.18×
13AutomobilesCars & Mobility1.95×
14BusinessBusiness & Career1.81×
15YouTubeMovies & TV1.80×
16InstagramInternet & Social Media1.75×
17DesignHome & Garden1.72×
18Online shoppingShopping1.64×
19ShoppingShopping1.63×
20BeautyBeauty & Wellness1.63×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Procurement 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 Procurement audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE2.44×
Career OrientationPOWER2.37×
SpiritualityBALANCE2.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Procurement audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.90×
Healthy LifestyleBALANCE1.06×
Pet OwnershipJOY1.06×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Procurement have in Germany?

Procurement has an estimated audience of 1,042,091 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Procurement fans?

29.9% of Procurement fans are female, 70.1% are male, with an average age of 41.9 years.

03

Which brands do Procurement fans like most?

Procurement fans show strongest brand affinity for TravelCenters of America (33.94×), Wellness (alternative medicine) (4.94×), and Mindfulness (6.82×) over the country average.

04

Where do Procurement fans live in Germany?

Procurement fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Procurement fans also like?

Beyond Procurement itself, the audience over-indexes on Wellness (alternative medicine) (4.94×), Mindfulness (6.82×), Meditation (4.56×), and Religion (4.15×) 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 Procurement audiences in other countries

How to read this data

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