Rascasse Audience Intelligence

Upcycling Audience in Germany

A data profile of the people who buy, follow and care about Upcycling in Germany — modelled from more than twelve digital signal sources. Upcycling has an estimated audience of 1,098,252 people in Germany.

#2952among Topic in Germany#399in Home & Garden

The average Upcycling fan in Germany is 39.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Recycling, Obi (store), Kleinanzeigen, with strongest over-indexing on Recycling (3.67× the country average).

Demographically, the Upcycling audience skews more female with an average age of 39.6, and over-indexes on personality traits such as Mindfulness, Community Orientation.

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

The typical Upcycling fan in Germany is more female, around 39.6 years old, with strong Mindfulness tendencies and a notable affinity for Recycling.

Category: Home & Garden · 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 Upcycling profile in Germany.

Audience size
1.1M
in Germany
Gender
69.1%♀
30.9% male
Age
39.6
average years
Country rank
#6000
Topic in Germany
Fig. 01

Search interest · 12-month trend

-19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Upcycling fans

69.1% are female, 30.9% are male, average age 39.6.

Fig. 02

Gender split

69.1%
Female
30.9%
Male
Demographic split for Upcycling audience in Germany
MetricValue
Female69.1%
Male30.9%
Average age39.6
Estimated audience size1,098,252
Fig. 03

Age distribution

Ø 39.6
average years
Age distribution of the Upcycling audience in Germany
Age bracketShare%
16-1915%
20-2922%
30-3923%
40-4923%
50+17%
Fig. 04

Worldwide distribution

7.8%

of the worldwide Upcycling audience comes from Germany.

Worldwide audience distribution share by country for Upcycling
CountryShare
United States27.8%
United Kingdom10.9%
Japan8.1%
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 Upcycling audience in Germany is strongest.

Fig. 05

Top regions by affinity

Upcycling fans by region: top regions in Germany
#RegionReachAffinity×
01Thüringen~30K1.12×
02Sachsen~60K1.10×
03Baden-Württemberg~200K1.08×
04Niedersachsen~100K1.08×
05Schleswig-Holstein~40K1.08×
06Saarland~10K1.08×
07Nordrhein-Westfalen~300K1.07×
08Berlin~50K1.07×
09Brandenburg~40K1.07×
10Rheinland-Pfalz~60K1.01×
11Mecklenburg-Vorpommern~20K0.99×
12Bremen~9K0.98×
13Bayern~200K0.96×
14Sachsen-Anhalt~30K0.96×
15Hamburg~20K0.92×
16Hessen~80K0.91×
Fig. 06

Affinity by region

Affinity by region — Upcycling, Germany
0.91×1.00×1.12×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Upcycling audience
#·InterestCategoryAffinity×
01ReuseHome & Garden6.23×
02RecyclingHome & Garden3.67×
03Succulent plantHome & Garden3.07×
04Fabric (club)Music & Radio2.89×
05KleinanzeigenShopping2.51×
06Garden centreHome & Garden2.32×
07Home-improvement centerHome & Garden2.29×
08GardenerHome & Garden2.21×
09FressnapfShopping2.16×
10EtsyFashion & Accessoires2.04×
11TchiboShopping2.03×
12CHECK24Business & Career2.02×
13Dog walkingPets & Animals1.87×
14Obi (store)Shopping1.86×
15Wellness (alternative medicine)Health1.85×
16Sunday NaturalHealth1.79×
17HornbachShopping1.66×
18PinterestInternet & Social Media1.58×
19PlantHome & Garden1.58×
20TagesschauMovies & TV1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Upcycling 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 Upcycling audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE1.74×
Community OrientationOPEN1.60×
Healthy LifestyleBALANCE1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Upcycling audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.91×
Early Adopter MentalityPOWER0.94×
Social Media UsageJOY0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Upcycling have in Germany?

Upcycling has an estimated audience of 1,098,252 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Upcycling fans?

69.1% of Upcycling fans are female, 30.9% are male, with an average age of 39.6 years.

03

Which brands do Upcycling fans like most?

Upcycling fans show strongest brand affinity for Recycling (3.67×), Obi (store) (1.86×), and Kleinanzeigen (2.51×) over the country average.

04

Where do Upcycling fans live in Germany?

Upcycling 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 Upcycling fans also like?

Beyond Upcycling itself, the audience over-indexes on Obi (store) (1.86×), Kleinanzeigen (2.51×), Reuse (6.23×), and Tagesschau (1.52×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Upcycling audiences in other countries

How to read this data

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