Rascasse Audience Intelligence

Sustainable consumption Audience in Germany

A data profile of the people who buy, follow and care about Sustainable consumption in Germany — modelled from more than twelve digital signal sources. Sustainable consumption has an estimated audience of 1,235,016 people in Germany.

#2739among Topic in Germany#259in Food & Beverages

The average Sustainable consumption fan in Germany is 35.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Home Alone (franchise), Telegram, Santa Claus, with strongest over-indexing on Home Alone (franchise) (18.46× the country average).

Demographically, the Sustainable consumption audience skews more female with an average age of 35.5, and over-indexes on personality traits such as Sustainability, Spirituality.

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

The typical Sustainable consumption fan in Germany is more female, around 35.5 years old, with strong Sustainability tendencies and a notable affinity for Home Alone (franchise).

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 Sustainable consumption profile in Germany.

Audience size
1.2M
in Germany
Gender
68.8%♀
31.2% male
Age
35.5
average years
Country rank
#5365
Topic in Germany
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Sustainable consumption fans

68.8% are female, 31.2% are male, average age 35.5.

Fig. 02

Gender split

68.8%
Female
31.2%
Male
Demographic split for Sustainable consumption audience in Germany
MetricValue
Female68.8%
Male31.2%
Average age35.5
Estimated audience size1,235,016
Fig. 03

Age distribution

Ø 35.5
average years
Age distribution of the Sustainable consumption audience in Germany
Age bracketShare%
16-1927%
20-2922%
30-3921%
40-4918%
50+11%
Fig. 04

Worldwide distribution

26.1%

of the worldwide Sustainable consumption audience comes from Germany.

Worldwide audience distribution share by country for Sustainable consumption
CountryShare
Germany26.1%
Brazil9.7%
United States8.4%
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 Sustainable consumption audience in Germany is strongest.

Fig. 05

Top regions by affinity

Sustainable consumption fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~10K1.23×
02Saarland~20K1.17×
03Bayern~200K1.12×
04Baden-Württemberg~200K1.08×
05Sachsen-Anhalt~30K1.03×
06Schleswig-Holstein~50K1.02×
07Nordrhein-Westfalen~300K1.00×
08Berlin~50K0.99×
09Mecklenburg-Vorpommern~20K0.97×
10Thüringen~30K0.96×
11Hamburg~30K0.94×
12Rheinland-Pfalz~60K0.92×
13Niedersachsen~100K0.91×
14Sachsen~50K0.91×
15Brandenburg~40K0.91×
16Hessen~80K0.84×
Fig. 06

Affinity by region

Affinity by region — Sustainable consumption, Germany
0.84×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sustainable consumption audience
#·InterestCategoryAffinity×
01Home Alone (franchise)Movies & TV18.46×
02Rosa ParksPolitics & Society18.46×
03Hungary national football teamSports17.68×
04Christmas musicMusic & Radio17.06×
05Christmas ornamentHome & Garden16.33×
06Santa ClausKids & Family15.83×
07EmojiTechnology & Electronics14.79×
08Christmas treeKids & Family13.77×
09Christmas decorationHome & Garden12.62×
10TelegramInternet & Social Media12.16×
11Love ActuallyMovies & TV11.93×
12Christmas marketFood & Beverages10.99×
13Angela MerkelPolitics & Society10.71×
14Der TagesspiegelNews10.62×
15Die WeltNews7.57×
16Friedrich MerzPolitics & Society6.79×
17Spiegel OnlineNews4.80×
18WhatsAppInternet & Social Media4.27×
19PinterestInternet & Social Media3.99×
20UEFA Champions LeagueSports3.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sustainable consumption 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 Sustainable consumption audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE3.77×
SpiritualityBALANCE3.24×
Social Media UsageJOY2.57×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sustainable consumption audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.06×
DIY MentalityTHRILL1.14×
Design AffinityPREMIUM1.24×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Sustainable consumption have in Germany?

Sustainable consumption has an estimated audience of 1,235,016 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Sustainable consumption fans?

68.8% of Sustainable consumption fans are female, 31.2% are male, with an average age of 35.5 years.

03

Which brands do Sustainable consumption fans like most?

Sustainable consumption fans show strongest brand affinity for Home Alone (franchise) (18.46×), Telegram (12.16×), and Santa Claus (15.83×) over the country average.

04

Where do Sustainable consumption fans live in Germany?

Sustainable consumption 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 Sustainable consumption fans also like?

Beyond Sustainable consumption itself, the audience over-indexes on Telegram (12.16×), Santa Claus (15.83×), Der Tagesspiegel (10.62×), and Christmas tree (13.77×) 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 Sustainable consumption audiences in other countries

How to read this data

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