Rascasse Audience Intelligence

Protein Audience in Germany

A data profile of the people who buy, follow and care about Protein in Germany — modelled from more than twelve digital signal sources. Protein has an estimated audience of 3,736,408 people in Germany.

#995among Topic in Germany#80in Food & Beverages

The average Protein fan in Germany is 39.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include More Nutrition, Healthy habits, ESN, with strongest over-indexing on More Nutrition (2.56× the country average).

Demographically, the Protein audience skews more female with an average age of 39.5, and over-indexes on personality traits such as Design Affinity, Healthy Lifestyle.

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

The typical Protein fan in Germany is more female, around 39.5 years old, with strong Design Affinity tendencies and a notable affinity for More Nutrition.

Category: Food & Beverages · 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 Protein profile in Germany.

Audience size
3.7M
in Germany
Gender
63.6%♀
36.4% male
Age
39.5
average years
Country rank
#1605
Topic in Germany
Fig. 01

Search interest · 12-month trend

+39%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Protein fans

63.6% are female, 36.4% are male, average age 39.5.

Fig. 02

Gender split

63.6%
Female
36.4%
Male
Demographic split for Protein audience in Germany
MetricValue
Female63.6%
Male36.4%
Average age39.5
Estimated audience size3,736,408
Fig. 03

Age distribution

Ø 39.5
average years
Age distribution of the Protein audience in Germany
Age bracketShare%
16-1916%
20-2920%
30-3923%
40-4923%
50+18%
Fig. 04

Worldwide distribution

3.9%

of the worldwide Protein audience comes from Germany.

Worldwide audience distribution share by country for Protein
CountryShare
United States22.5%
Japan5.0%
United Kingdom4.7%
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 Protein audience in Germany is strongest.

Fig. 05

Top regions by affinity

Protein fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~300K1.13×
02Bremen~30K1.09×
03Nordrhein-Westfalen~900K1.08×
04Baden-Württemberg~600K1.08×
05Rheinland-Pfalz~200K1.08×
06Hamburg~90K1.04×
07Niedersachsen~400K1.03×
08Berlin~200K1.03×
09Bayern~600K1.01×
10Schleswig-Holstein~100K0.98×
11Brandenburg~100K0.94×
12Saarland~40K0.93×
13Sachsen~200K0.92×
14Sachsen-Anhalt~90K0.91×
15Thüringen~90K0.90×
16Mecklenburg-Vorpommern~60K0.87×
Fig. 06

Affinity by region

Affinity by region — Protein, Germany
0.87×1.00×1.13×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Protein audience
#·InterestCategoryAffinity×
01Diane KeatonMovies & TV3.10×
02Healthy habitsHealth2.73×
03More NutritionHealth2.56×
04Nail polishBeauty & Wellness2.50×
05Low-carbohydrate dietFood & Beverages2.48×
06ManicureBeauty & Wellness2.34×
07Healthy foodHealth2.25×
08ESNHealth2.22×
09Vegetarian cuisineFood & Beverages1.96×
10CookbookFood & Beverages1.88×
11NutrientFood & Beverages1.86×
12Sunday NaturalHealth1.85×
13Healthy dietHealth1.82×
14ToddlerKids & Family1.78×
15Local foodFood & Beverages1.75×
16FruitFood & Beverages1.67×
17BonprixShopping1.64×
18Health & wellnessHealth1.63×
19CakeFood & Beverages1.58×
20Self-loveHealth1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Protein 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 Protein audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.33×
Healthy LifestyleBALANCE1.32×
CreativityOPEN1.32×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Protein audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.76×
Career OrientationPOWER0.89×
Early Adopter MentalityPOWER0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Protein have in Germany?

Protein has an estimated audience of 3,736,408 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Protein fans?

63.6% of Protein fans are female, 36.4% are male, with an average age of 39.5 years.

03

Which brands do Protein fans like most?

Protein fans show strongest brand affinity for More Nutrition (2.56×), Healthy habits (2.73×), and ESN (2.22×) over the country average.

04

Where do Protein fans live in Germany?

Protein fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~900K), Bayern (reach ~600K), and Baden-Württemberg (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Protein fans also like?

Beyond Protein itself, the audience over-indexes on Healthy habits (2.73×), ESN (2.22×), Diane Keaton (3.1×), and Vegetarian cuisine (1.96×) compared to the Germany average.

Appendix

Explore more audiences

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

More Food & Beverages audiences in Germany

See Protein audiences in other countries

How to read this data

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