Rascasse Audience Intelligence

Zero waste Audience in Germany

A data profile of the people who buy, follow and care about Zero waste in Germany — modelled from more than twelve digital signal sources. Zero waste has an estimated audience of 3,290,549 people in Germany.

#1160among Topic in Germany#155in Home & Garden

The average Zero waste fan in Germany is 35.0 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include More Nutrition, Ethical consumerism, Harry Potter, with strongest over-indexing on More Nutrition (3.18× the country average).

Demographically, the Zero waste audience skews more female with an average age of 35.0, and over-indexes on personality traits such as Sustainability, Design Affinity.

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

The typical Zero waste fan in Germany is more female, around 35.0 years old, with strong Sustainability tendencies and a notable affinity for More Nutrition.

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 Zero waste profile in Germany.

Audience size
3.3M
in Germany
Gender
67.6%♀
32.4% male
Age
35.0
average years
Country rank
#1891
Topic in Germany
Fig. 01

Search interest · 12-month trend

-30%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Zero waste fans

67.6% are female, 32.4% are male, average age 35.0.

Fig. 02

Gender split

67.6%
Female
32.4%
Male
Demographic split for Zero waste audience in Germany
MetricValue
Female67.6%
Male32.4%
Average age35.0
Estimated audience size3,290,549
Fig. 03

Age distribution

Ø 35.0
average years
Age distribution of the Zero waste audience in Germany
Age bracketShare%
16-1926%
20-2926%
30-3920%
40-4917%
50+11%
Fig. 04

Worldwide distribution

9.1%

of the worldwide Zero waste audience comes from Germany.

Worldwide audience distribution share by country for Zero waste
CountryShare
United States17.9%
France9.9%
Germany9.1%
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 Zero waste audience in Germany is strongest.

Fig. 05

Top regions by affinity

Zero waste fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~200K1.44×
02Schleswig-Holstein~100K1.23×
03Bayern~600K1.16×
04Baden-Württemberg~500K1.09×
05Saarland~40K1.07×
06Brandenburg~100K1.00×
07Bremen~30K0.97×
08Sachsen~200K0.96×
09Hamburg~70K0.96×
10Nordrhein-Westfalen~700K0.95×
11Hessen~200K0.95×
12Niedersachsen~300K0.93×
13Thüringen~80K0.93×
14Rheinland-Pfalz~200K0.92×
15Mecklenburg-Vorpommern~50K0.87×
16Sachsen-Anhalt~70K0.85×
Fig. 06

Affinity by region

Affinity by region — Zero waste, Germany
0.85×1.00×1.44×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Zero waste audience
#·InterestCategoryAffinity×
01Sustainable productsPolitics & Society4.69×
02Ethical consumerismShopping4.65×
03Sustainable fashionFashion & Accessoires3.86×
04HouseplantHome & Garden3.35×
05Sustainable livingHome & Garden3.27×
06Healthy foodHealth3.25×
07Danish designHome & Garden3.20×
08More NutritionHealth3.18×
09Organic productFood & Beverages3.14×
10Landscape designBusiness & Career3.07×
11HandmadeHome & Garden3.01×
12Sustainable energyHome & Garden2.88×
13Home Interior DesignHome & Garden2.87×
14Healthy habitsHealth2.79×
15Vegetarian cuisineFood & Beverages2.77×
16KnittingHome & Garden2.72×
17Self-loveHealth2.57×
18ToddlerKids & Family2.47×
19Healthy dietHealth2.32×
20Harry PotterMovies & TV1.90×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Zero waste 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 Zero waste audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE2.65×
Design AffinityPREMIUM2.18×
MindfulnessBALANCE1.79×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Zero waste audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.50×
Need for SecurityCONSERVATISM0.53×
Family OrientationCONSERVATISM0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Zero waste have in Germany?

Zero waste has an estimated audience of 3,290,549 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Zero waste fans?

67.6% of Zero waste fans are female, 32.4% are male, with an average age of 35.0 years.

03

Which brands do Zero waste fans like most?

Zero waste fans show strongest brand affinity for More Nutrition (3.18×), Ethical consumerism (4.65×), and Harry Potter (1.9×) over the country average.

04

Where do Zero waste fans live in Germany?

Zero waste fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~600K), and Baden-Württemberg (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Zero waste fans also like?

Beyond Zero waste itself, the audience over-indexes on Ethical consumerism (4.65×), Harry Potter (1.9×), Vegetarian cuisine (2.77×), and Sustainable energy (2.88×) 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 Zero waste audiences in other countries

How to read this data

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