Upcycling Audience in Germany
Upcycling has an estimated audience of 1,098,252 people in Germany. 69.1% are female, 30.9% are male, average age 39.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Recycling, Obi (store), Kleinanzeigen, Tagesschau, Reuse.
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 Design Affinity, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Upcycling fans
| Metric | Value |
|---|---|
| Female | 69.1% |
| Male | 30.9% |
| Average age | 39.6 |
| Estimated audience size | 1,098,252 |
Audience persona
The typical Upcycling fan in Germany is more female, around 39.6 years old, with strong Design Affinity tendencies and a notable affinity for Recycling.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 263,281 | 1.1× |
| Bayern | 174,344 | 0.99× |
| Baden-Württemberg | 165,254 | 1.1× |
| Niedersachsen | 111,308 | 1.04× |
| Hessen | 76,398 | 0.91× |
| Sachsen | 57,094 | 1.06× |
| Rheinland-Pfalz | 55,444 | 1.01× |
| Berlin | 48,149 | 0.98× |
| Schleswig-Holstein | 42,586 | 1.08× |
| Brandenburg | 35,717 | 1.05× |
| Thüringen | 27,251 | 0.97× |
| Sachsen-Anhalt | 24,990 | 0.88× |
| Hamburg | 22,888 | 0.92× |
| Mecklenburg-Vorpommern | 19,349 | 0.92× |
| Saarland | 14,071 | 1.04× |
| Bremen | 8,836 | 0.94× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Recycling | 3.67× | Home & Garden |
| Obi (store) | 1.86× | Shopping |
| Kleinanzeigen | 2.51× | Shopping |
| Tagesschau | 1.52× | Movies & TV |
| Reuse | 6.23× | Home & Garden |
| CHECK24 | 2.02× | Business & Career |
| Gala | 1.74× | News |
| Wetter.com | 1.75× | Home & Garden |
| 1.58× | Internet & Social Media | |
| Hornbach | 1.66× | Shopping |
| Tchibo | 2.03× | Shopping |
| Globus Baumarkt | 1.58× | Shopping |
| Succulent plant | 3.07× | Home & Garden |
| Gardener | 2.21× | Home & Garden |
| Fressnapf | 2.16× | Shopping |
| Garden centre | 2.32× | Home & Garden |
| Dog walking | 1.87× | Pets & Animals |
| Etsy | 2.04× | Fashion & Accessoires |
| Fabric (club) | 2.89× | Music & Radio |
| Wellness (alternative medicine) | 1.85× | Health |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.78 |
| Sustainability | BALANCE | 1.56 |
| Pet Ownership | JOY | 1.54 |
| Indulgence | JOY | 1.49 |
| DIY Mentality | THRILL | 1.47 |
| Creativity | OPEN | 1.41 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 27.8% |
| United Kingdom | 10.9% |
| Japan | 8.1% |
See Upcycling audiences in other countries
More Home & Garden audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
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.
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.
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.
Where do Upcycling fans live in Germany?
Upcycling fans in Germany are most concentrated in Nordrhein-Westfalen (reach 263,281), Bayern (reach 174,344), and Baden-Württemberg (reach 165,254). These three regions account for the largest share of the active audience.
What other brands do Upcycling fans also like?
Beyond Upcycling itself, the audience over-indexes on Obi (store) (1.86×), Kleinanzeigen (2.51×), Tagesschau (1.52×), and Reuse (6.23×) compared to the Germany average.
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.