Zero waste Audience in Germany
Zero waste has an estimated audience of 3,290,549 people in Germany. 67.6% are female, 32.4% are male, average age 35.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: More Nutrition, Harry Potter, Ethical consumerism, Vegetarian cuisine, Spiegel Online.
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, Harry Potter, Ethical consumerism, 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 LGBTQ+ Identity, 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 Zero waste fans
| Metric | Value |
|---|---|
| Female | 67.6% |
| Male | 32.4% |
| Average age | 35.0 |
| Estimated audience size | 3,290,549 |
Audience persona
The typical Zero waste fan in Germany is more female, around 35.0 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for More Nutrition.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 688,282 | 0.96× |
| Bayern | 643,207 | 1.22× |
| Baden-Württemberg | 499,728 | 1.11× |
| Niedersachsen | 299,378 | 0.94× |
| Hessen | 235,592 | 0.94× |
| Berlin | 235,518 | 1.6× |
| Sachsen | 157,352 | 0.98× |
| Schleswig-Holstein | 150,890 | 1.28× |
| Rheinland-Pfalz | 143,581 | 0.87× |
| Brandenburg | 104,511 | 1.02× |
| Thüringen | 73,505 | 0.88× |
| Hamburg | 69,985 | 0.94× |
| Sachsen-Anhalt | 59,219 | 0.69× |
| Mecklenburg-Vorpommern | 42,095 | 0.67× |
| Saarland | 41,137 | 1.02× |
| Bremen | 25,057 | 0.89× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| More Nutrition | 3.18× | Health |
| Harry Potter | 1.9× | Movies & TV |
| Ethical consumerism | 4.65× | Shopping |
| Vegetarian cuisine | 2.77× | Food & Beverages |
| Spiegel Online | 1.93× | News |
| Sustainable energy | 2.88× | Home & Garden |
| Healthy habits | 2.79× | Health |
| Self-love | 2.57× | Health |
| Sustainable products | 4.69× | Politics & Society |
| Houseplant | 3.35× | Home & Garden |
| Sustainable living | 3.27× | Home & Garden |
| Sustainable fashion | 3.86× | Fashion & Accessoires |
| Home Interior Design | 2.87× | Home & Garden |
| Organic product | 3.14× | Food & Beverages |
| Danish design | 3.2× | Home & Garden |
| Toddler | 2.47× | Kids & Family |
| Healthy food | 3.25× | Health |
| Knitting | 2.72× | Home & Garden |
| Landscape design | 3.07× | Business & Career |
| Healthy diet | 2.32× | Health |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 3.17 |
| Sustainability | BALANCE | 2.33 |
| Sports Activity | POWER | 1.83 |
| Indulgence | JOY | 1.65 |
| Pet Ownership | JOY | 1.56 |
| Design Affinity | PREMIUM | 1.56 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 17.9% |
| France | 9.9% |
| Germany | 9.1% |
See Zero waste 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 Zero waste have in Germany?
Zero waste has an estimated audience of 3,290,549 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
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.
Which brands do Zero waste fans like most?
Zero waste fans show strongest brand affinity for More Nutrition (3.18×), Harry Potter (1.9×), and Ethical consumerism (4.65×) over the country average.
Where do Zero waste fans live in Germany?
Zero waste fans in Germany are most concentrated in Nordrhein-Westfalen (reach 688,282), Bayern (reach 643,207), and Baden-Württemberg (reach 499,728). These three regions account for the largest share of the active audience.
What other brands do Zero waste fans also like?
Beyond Zero waste itself, the audience over-indexes on Harry Potter (1.9×), Ethical consumerism (4.65×), Vegetarian cuisine (2.77×), and Spiegel Online (1.93×) compared to the Germany average.
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.