Rascasse Audience Intelligence

Sustainable products Audience in Germany

A data profile of the people who buy, follow and care about Sustainable products in Germany — modelled from more than twelve digital signal sources. Sustainable products has an estimated audience of 2,844,431 people in Germany.

#1374among Topic in Germany#68in Politics & Society

The average Sustainable products fan in Germany is 34.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Sustainable energy, Renewable energy, Hermès, with strongest over-indexing on Sustainable energy (6.23× the country average).

Demographically, the Sustainable products audience skews more female with an average age of 34.5, and over-indexes on personality traits such as Sustainability, Quality Awareness.

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

The typical Sustainable products fan in Germany is more female, around 34.5 years old, with strong Sustainability tendencies and a notable affinity for Sustainable energy.

Category: Politics & Society · 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 products profile in Germany.

Audience size
2.8M
in Germany
Gender
63.6%♀
36.4% male
Age
34.5
average years
Country rank
#2271
Topic in Germany
Fig. 01

Search interest · 12-month trend

-31%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Sustainable products fans

63.6% are female, 36.4% are male, average age 34.5.

Fig. 02

Gender split

63.6%
Female
36.4%
Male
Demographic split for Sustainable products audience in Germany
MetricValue
Female63.6%
Male36.4%
Average age34.5
Estimated audience size2,844,431
Fig. 03

Age distribution

Ø 34.5
average years
Age distribution of the Sustainable products audience in Germany
Age bracketShare%
16-1929%
20-2925%
30-3920%
40-4916%
50+10%
Fig. 04

Worldwide distribution

7.7%

of the worldwide Sustainable products audience comes from Germany.

Worldwide audience distribution share by country for Sustainable products
CountryShare
United States20.8%
United Kingdom9.3%
Germany7.7%
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 Sustainable products audience in Germany is strongest.

Fig. 05

Top regions by affinity

Sustainable products fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~30K1.35×
02Saarland~40K1.25×
03Mecklenburg-Vorpommern~60K1.09×
04Sachsen-Anhalt~80K1.04×
05Thüringen~80K1.04×
06Brandenburg~90K0.99×
07Schleswig-Holstein~100K0.95×
08Hamburg~60K0.95×
09Berlin~100K0.94×
10Rheinland-Pfalz~100K0.92×
11Sachsen~100K0.91×
12Niedersachsen~200K0.86×
13Hessen~200K0.86×
14Baden-Württemberg~300K0.82×
15Bayern~400K0.80×
16Nordrhein-Westfalen~500K0.77×
Fig. 06

Affinity by region

Affinity by region — Sustainable products, Germany
0.77×1.00×1.35×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sustainable products audience
#·InterestCategoryAffinity×
01Sustainable Development GoalsPolitics & Society9.49×
02LandfillHome & Garden8.92×
03Plastic recyclingPolitics & Society8.12×
04ReuseHome & Garden7.79×
05Sustainable designBusiness & Career7.30×
06Zero wasteHome & Garden7.13×
07Sustainable energyHome & Garden6.23×
08Sustainable livingHome & Garden5.48×
09PantiesFashion & Accessoires5.40×
10HosieryFashion & Accessoires5.33×
11Ethical consumerismShopping4.76×
12UniqloShopping4.72×
13Renewable energyBusiness & Career4.69×
14Home constructionHome & Garden4.08×
15RecyclingHome & Garden4.04×
16HermèsFashion & Accessoires3.78×
17Vegetarian cuisineFood & Beverages3.43×
18Healthy habitsHealth3.42×
19PrimarkShopping3.13×
20IKEAHome & Garden2.83×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sustainable products 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 products audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE2.83×
Quality AwarenessPREMIUM2.35×
IndulgenceJOY2.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sustainable products audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.58×
SpiritualityBALANCE0.63×
MindfulnessBALANCE0.66×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Sustainable products have in Germany?

Sustainable products has an estimated audience of 2,844,431 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

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

63.6% of Sustainable products fans are female, 36.4% are male, with an average age of 34.5 years.

03

Which brands do Sustainable products fans like most?

Sustainable products fans show strongest brand affinity for Sustainable energy (6.23×), Renewable energy (4.69×), and Hermès (3.78×) over the country average.

04

Where do Sustainable products fans live in Germany?

Sustainable products fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Bayern (reach ~400K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Sustainable products fans also like?

Beyond Sustainable products itself, the audience over-indexes on Renewable energy (4.69×), Hermès (3.78×), Sustainable living (5.48×), and Zero waste (7.13×) compared to the Germany average.

Appendix

Explore more audiences

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

More Politics & Society audiences in Germany

See Sustainable products audiences in other countries

How to read this data

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