Rascasse Audience Intelligence

Shrub Audience in Germany

A data profile of the people who buy, follow and care about Shrub in Germany — modelled from more than twelve digital signal sources. Shrub has an estimated audience of 443,716 people in Germany.

#30among Alcohol in Germany#4969among Topic in Germany#631in Food & Beverages

The average Shrub fan in Germany is 42.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Non-alcoholic beverage, Hugendubel, Müller (company), with strongest over-indexing on Non-alcoholic beverage (9.1× the country average).

Demographically, the Shrub audience skews more female with an average age of 42.5, and over-indexes on personality traits such as Quality Awareness, Convenience Orientation.

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

The typical Shrub fan in Germany is more female, around 42.5 years old, with strong Quality Awareness tendencies and a notable affinity for Non-alcoholic beverage.

Category: Food & Beverages · Type: Topic · Subtype: Alcohol

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 Shrub profile in Germany.

Audience size
444K
in Germany
Gender
61.6%♀
38.4% male
Age
42.5
average years
Country rank
#12893
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 Shrub fans

61.6% are female, 38.4% are male, average age 42.5.

Fig. 02

Gender split

61.6%
Female
38.4%
Male
Demographic split for Shrub audience in Germany
MetricValue
Female61.6%
Male38.4%
Average age42.5
Estimated audience size443,716
Fig. 03

Age distribution

Ø 42.5
average years
Age distribution of the Shrub audience in Germany
Age bracketShare%
16-1910%
20-2917%
30-3923%
40-4928%
50+22%
Fig. 04

Worldwide distribution

1.7%

of the worldwide Shrub audience comes from Germany.

Worldwide audience distribution share by country for Shrub
CountryShare
United States29.2%
United Kingdom7.0%
Vietnam5.5%
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 Shrub audience in Germany is strongest.

Fig. 05

Top regions by affinity

Shrub fans by region: top regions in Germany
#RegionReachAffinity×
01Saarland~10K1.90×
02Sachsen~30K1.31×
03Brandenburg~20K1.21×
04Nordrhein-Westfalen~100K1.06×
05Rheinland-Pfalz~20K1.01×
06Thüringen~10K1.00×
07Hessen~30K0.98×
08Sachsen-Anhalt~10K0.94×
09Bayern~70K0.93×
10Niedersachsen~40K0.93×
11Baden-Württemberg~60K0.91×
12Bremen~3K0.87×
13Berlin~20K0.84×
14Mecklenburg-Vorpommern~7K0.83×
15Schleswig-Holstein~10K0.81×
16Hamburg~8K0.81×
Fig. 06

Affinity by region

Affinity by region — Shrub, Germany
0.81×1.00×1.90×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Shrub audience
#·InterestCategoryAffinity×
01Fidelity InvestmentsBusiness & Career21.12×
02Non-alcoholic beverageFood & Beverages9.10×
03Medicinal plantsHealth8.33×
04FertilizerHome & Garden6.77×
05FloristryHome & Garden6.00×
06Mineral waterFood & Beverages5.01×
07FirefoxInternet & Social Media4.67×
08Kate WinsletMovies & TV4.63×
09Nicole KidmanMovies & TV4.27×
10BiochemistryBusiness & Career4.05×
11HugendubelShopping3.82×
12Unique GiftsShopping3.38×
13HouseplantHome & Garden2.79×
14Müller (company)Food & Beverages2.54×
15Public transportCars & Mobility2.51×
16Garden centreHome & Garden2.36×
17FocusNews2.17×
18PostbankBusiness & Career1.78×
19TagesschauMovies & TV1.76×
20Netto Marken-DiscountShopping1.71×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Shrub 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 Shrub audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.29×
Convenience OrientationPREMIUM2.02×
SpiritualityBALANCE1.91×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Shrub audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.78×
Sports ActivityPOWER0.80×
Social Media UsageJOY0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Shrub have in Germany?

Shrub has an estimated audience of 443,716 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Shrub fans?

61.6% of Shrub fans are female, 38.4% are male, with an average age of 42.5 years.

03

Which brands do Shrub fans like most?

Shrub fans show strongest brand affinity for Non-alcoholic beverage (9.1×), Hugendubel (3.82×), and Müller (company) (2.54×) over the country average.

04

Where do Shrub fans live in Germany?

Shrub fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~70K), and Baden-Württemberg (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Shrub fans also like?

Beyond Shrub itself, the audience over-indexes on Hugendubel (3.82×), Müller (company) (2.54×), Fidelity Investments (21.12×), and Fertilizer (6.77×) compared to the Germany average.

Appendix

Explore more audiences

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

More Alcohol audiences in Germany

See Shrub audiences in other countries

How to read this data

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