Rascasse Audience Intelligence

Patagonia Target Market in United States

Patagonia has an estimated audience of 14.3M people in United States.

#6among Sportswear in United States
#243among brands in United States#118in Fashion & Accessoires

The average Patagonia fan in United States is 41.0 years old, balanced, and lives primarily in California.

By number of fans, Patagonia ranks #6 among the 98 objects in Sportswear in United States — 402.5× the group median.

Its fans are 6.3 years older than the group average of 34.7.

Women make up 51.7% of the fan base, 1.5 percentage points more than the group average.

Compared with the other 97 objects in Sportswear, Patagonia fans stand out for their interest in Sustainable clothing, Sierra Trading Post and Alex Honnold.

Interest is seasonal: January, November and December account for 36% of the year's searches, July is the quietest month.

Most fans live in California, New York, Texas.

Top affinities include Sustainable clothing, Sierra Trading Post, Alex Honnold, with strongest over-indexing on Sustainable clothing (13.57× the country average).

Demographically, the Patagonia audience skews balanced with an average age of 41.0, and over-indexes on personality traits such as Sustainability, Risk Appetite.

The typical Patagonia fan in United States is balanced, around 41.0 years old, with strong Sustainability tendencies and a notable affinity for Sustainable clothing.

Category: Fashion & Accessoires · Type: Brand · Subtype: Sportswear

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
14.3M
in United States
Gender
51.7%♀
48.3% male
Age
41.0
average years
Country rank
#2415
among all objects in United States
Fig. 01

Search interest · 12-month trend

+26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Patagonia

51.7% are female, 48.3% are male, average age 41.0.

Fig. 02

Gender split

51.7%
Female
48.3%
Male
Demographic split for Patagonia audience in United States
MetricValue
Female51.7%
Male48.3%
Average age41.0
Estimated audience size14.3M
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Patagonia audience in United States
Age bracketShare%
16-2417%
25-3419%
35-4420%
45-5421%
55+23%
Fig. 04

Worldwide distribution

31.5%

of the worldwide Patagonia audience comes from United States.

Worldwide audience distribution share by country for Patagonia
CountryShare
United States31.5%
Japan8.7%
Germany6.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Patagonia customers by region in United States
#RegionReachAffinity×
01Hawaii~200K3.64×
02Vermont~70K2.47×
03Alaska~70K2.31×
04Montana~80K1.80×
05Colorado~400K1.79×
06Washington~500K1.55×
07Massachusetts~500K1.55×
08Washington, District of Columbia~40K1.53×
09Oregon~300K1.52×
10Maine~90K1.50×
11New Hampshire~80K1.34×
12California~2M1.33×
13New York~1M1.30×
14Wyoming~30K1.22×
15Idaho~90K1.21×
16Utah~200K1.19×
17Connecticut~200K1.13×
18Minnesota~300K1.10×
19Rhode Island~40K0.95×
20Illinois~500K0.94×
21Maryland~200K0.91×
22New Jersey~400K0.90×
23Virginia~300K0.90×
24Wisconsin~200K0.87×
25Michigan~300K0.81×
26Nevada~100K0.80×
27Pennsylvania~400K0.79×
28North Carolina~400K0.77×
29Georgia~300K0.72×
30Tennessee~200K0.72×
31South Dakota~30K0.71×
32Arizona~200K0.70×
33Iowa~90K0.68×
34Missouri~200K0.62×
35Delaware~30K0.62×
36Ohio~300K0.60×
37Indiana~200K0.60×
38New Mexico~50K0.60×
39Nebraska~50K0.60×
40Kentucky~100K0.59×
41Arkansas~80K0.59×
42South Carolina~100K0.58×
43Kansas~70K0.58×
44West Virginia~40K0.58×
45Texas~500K0.56×
46Alabama~100K0.55×
47Oklahoma~80K0.47×
48Florida~400K0.46×
49Louisiana~80K0.39×
50Mississippi~50K0.39×
Fig. 06

Affinity by region

Affinity by region — Patagonia, United States
0.39×1.00×3.64×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Patagonia audience vs. the country average
#·InterestCategoryAffinity×
01Sustainable clothingFashion & Accessoires13.57×
02Sierra Trading PostFashion & Accessoires8.03×
03Alex HonnoldSports7.94×
04Arc'teryxFashion & Accessoires7.89×
05Columbia SportswearFashion & Accessoires7.68×
06WakesurfingSports5.81×
07The North FaceFashion & Accessoires5.46×
08Hiking bootFashion & Accessoires5.42×
09Alpine skiingSports5.01×
10WindsurfingSports4.74×
11Fly fishingSports4.63×
12BirkenstockFashion & Accessoires4.44×
13WakeboardingSports4.43×
14Road tripTravel & Leisure3.39×
15National parkTravel & Leisure2.97×
16Google MapsInternet & Social Media2.16×
17Online shoppingShopping1.75×
18CampingTravel & Leisure1.75×
19Fitness and wellnessSports1.56×
20Alcoholic beveragesFood & Beverages1.55×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Patagonia audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Patagonia audience vs. the country average · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE4.39×
Risk AppetiteTHRILL1.77×
Design AffinityPREMIUM1.77×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Patagonia audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.59×
Family OrientationCONSERVATISM0.76×
TraditionCONSERVATISM0.82×
0×1.00× baseline2×
Appendix

Explore more audiences

More Sportswear audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Patagonia over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/patagonia-10993” · Methodology