Rascasse Audience Intelligence

Survival kit Audience in Germany

A data profile of the people who buy, follow and care about Survival kit in Germany — modelled from more than twelve digital signal sources. Survival kit has an estimated audience of 621,994 people in Germany.

#4140among Topic in Germany#287in Health

The average Survival kit fan in Germany is 40.9 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Survivalism, New World (supermarket), Homesteading / Survivalism, with strongest over-indexing on Survivalism (20.53× the country average).

Demographically, the Survival kit audience skews more male with an average age of 40.9, and over-indexes on personality traits such as Patriotism, Quality Awareness.

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

The typical Survival kit fan in Germany is more male, around 40.9 years old, with strong Patriotism tendencies and a notable affinity for Survivalism.

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 Survival kit profile in Germany.

Audience size
622K
in Germany
Gender
33.4%♀
66.6% male
Age
40.9
average years
Country rank
#9804
Topic in Germany
Fig. 01

Search interest · 12-month trend

-27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Survival kit fans

33.4% are female, 66.6% are male, average age 40.9.

Fig. 02

Gender split

33.4%
Female
66.6%
Male
Demographic split for Survival kit audience in Germany
MetricValue
Female33.4%
Male66.6%
Average age40.9
Estimated audience size621,994
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the Survival kit audience in Germany
Age bracketShare%
16-1914%
20-2918%
30-3923%
40-4925%
50+20%
Fig. 04

Worldwide distribution

5.0%

of the worldwide Survival kit audience comes from Germany.

Worldwide audience distribution share by country for Survival kit
CountryShare
United States53.4%
Japan7.2%
Germany5.0%
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 Survival kit audience in Germany is strongest.

Fig. 05

Top regions by affinity

Survival kit fans by region: top regions in Germany
#RegionReachAffinity×
01Baden-Württemberg~100K1.14×
02Bayern~100K1.08×
03Rheinland-Pfalz~30K1.08×
04Hessen~50K1.07×
05Nordrhein-Westfalen~100K1.05×
06Sachsen~30K1.05×
07Niedersachsen~60K1.01×
08Mecklenburg-Vorpommern~10K1.01×
09Thüringen~20K1.00×
10Saarland~8K0.99×
11Hamburg~10K0.98×
12Berlin~30K0.97×
13Brandenburg~20K0.97×
14Schleswig-Holstein~20K0.96×
15Sachsen-Anhalt~20K0.95×
16Bremen~5K0.91×
Fig. 06

Affinity by region

Affinity by region — Survival kit, Germany
0.91×1.00×1.14×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Survival kit audience
#·InterestCategoryAffinity×
01Mini survival kitHome & Garden33.62×
02Homesteading / SurvivalismTopic29.59×
03Bug-out bagHome & Garden26.16×
04New World (supermarket)Shopping24.86×
05SurvivalismPolitics & Society20.53×
06BushcraftHome & Garden13.96×
07Hog HuntingSports10.37×
08Dolly PartonMusic & Radio7.57×
09Nicholas HoultMovies & TV4.95×
10Survival skillsPolitics & Society4.65×
11OUTDOOR ADVENTUREGames4.09×
12NATOPolitics & Society3.70×
13CHECK24Business & Career1.70×
14FIFA World CupSports1.68×
15Real Madrid C.F.Sports1.64×
16Borussia DortmundSports1.63×
17UEFA Champions LeagueSports1.60×
182. BundesligaSports1.59×
19SV Werder BremenSports1.57×
20ImmoScout24Home & Garden1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Survival kit 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 Survival kit audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.27×
Quality AwarenessPREMIUM1.47×
Pet OwnershipJOY1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Survival kit audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.71×
Price SensitivityPREMIUM0.79×
CreativityOPEN0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Survival kit have in Germany?

Survival kit has an estimated audience of 621,994 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Survival kit fans?

33.4% of Survival kit fans are female, 66.6% are male, with an average age of 40.9 years.

03

Which brands do Survival kit fans like most?

Survival kit fans show strongest brand affinity for Survivalism (20.53×), New World (supermarket) (24.86×), and Homesteading / Survivalism (29.59×) over the country average.

04

Where do Survival kit fans live in Germany?

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

05

What other brands do Survival kit fans also like?

Beyond Survival kit itself, the audience over-indexes on New World (supermarket) (24.86×), Homesteading / Survivalism (29.59×), Bug-out bag (26.16×), and FIFA World Cup (1.68×) 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 Survival kit audiences in other countries

How to read this data

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