A data profile of the people who buy, follow and care about Havaianas in Brazil — modelled from more than twelve digital signal sources. Havaianas has an estimated audience of 8,382,959 people in Brazil.
The average Havaianas fan in Brazil is 38.3 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Rio de Janeiro, Minas Gerais.
Top brand affinities include Flip-flops, Barbie, Sandal, with strongest over-indexing on Flip-flops (5.74× the country average).
Demographically, the Havaianas audience skews more female with an average age of 38.3, and over-indexes on personality traits such as Price Sensitivity, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Havaianas fan in Brazil is more female, around 38.3 years old, with strong Price Sensitivity tendencies and a notable affinity for Flip-flops.
The key figures that characterise the Havaianas profile in Brazil.
79.7% are female, 20.3% are male, average age 38.3.
| Metric | Value |
|---|---|
| Female | 79.7% |
| Male | 20.3% |
| Average age | 38.3 |
| Estimated audience size | 8,382,959 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 25% | |
| 30-39 | 21% | |
| 40-49 | 17% | |
| 50+ | 19% |
of the worldwide Havaianas audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 47.1% |
| United States | 6.6% |
| Italy | 6.0% |
Where the Havaianas audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Rio de Janeiro | ~2M | 2.63× | |
| 02 | Federal District | ~200K | 1.55× | |
| 03 | São Paulo | ~3M | 1.40× | |
| 04 | Espírito Santo | ~200K | 1.39× | |
| 05 | Santa Catarina | ~500K | 1.25× | |
| 06 | Minas Gerais | ~1M | 1.21× | |
| 07 | Pernambuco | ~400K | 1.21× | |
| 08 | Rio Grande do Norte | ~200K | 1.17× | |
| 09 | Bahia | ~600K | 1.09× | |
| 10 | Ceará | ~400K | 1.08× | |
| 11 | Goiás | ~300K | 1.08× | |
| 12 | Alagoas | ~100K | 1.03× | |
| 13 | Mato Grosso do Sul | ~100K | 1.00× | |
| 14 | Paraíba | ~200K | 0.95× | |
| 15 | Sergipe | ~80K | 0.95× | |
| 16 | Rio Grande do Sul | ~400K | 0.93× | |
| 17 | Paraná | ~400K | 0.89× | |
| 18 | Maranhão | ~200K | 0.78× | |
| 19 | Piauí | ~90K | 0.77× | |
| 20 | Pará | ~200K | 0.70× | |
| 21 | Mato Grosso | ~100K | 0.68× | |
| 22 | Amazonas | ~90K | 0.64× | |
| 23 | Roraima | ~10K | 0.64× | |
| 24 | Tocantins | ~30K | 0.61× | |
| 25 | Amapá | ~20K | 0.61× | |
| 26 | Acre | ~20K | 0.54× | |
| 27 | Rondônia | ~30K | 0.41× |
The strongest cross-interests of the Havaianas audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Flip-flops | Fashion & Accessoires | 5.74× | ||
| 02 | Walking tour | Travel & Leisure | 4.99× | ||
| 03 | Via Marte | Shopping | 3.06× | ||
| 04 | Sandal | Fashion & Accessoires | 2.88× | ||
| 05 | Privalia | Fashion & Accessoires | 2.81× | ||
| 06 | High-heeled footwear | Fashion & Accessoires | 2.40× | ||
| 07 | Dafiti | Fashion & Accessoires | 2.33× | ||
| 08 | Costume jewelry | Fashion & Accessoires | 1.98× | ||
| 09 | Brazil national football team | Sports | 1.82× | ||
| 10 | Lingerie | Fashion & Accessoires | 1.81× | ||
| 11 | Centauro | Cars & Mobility | 1.80× | ||
| 12 | Sephora | Shopping | 1.77× | ||
| 13 | Child development | Business & Career | 1.76× | ||
| 14 | Veja (magazine) | News | 1.71× | ||
| 15 | Netshoes | Shopping | 1.70× | ||
| 16 | Barbie | Movies & TV | 1.68× | ||
| 17 | Gift | Shopping | 1.68× | ||
| 18 | Riachuelo | Shopping | 1.59× | ||
| 19 | Preta Gil | Music & Radio | 1.57× | ||
| 20 | Coritiba Foot Ball Club | Sports | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.44× | |
| Design Affinity | PREMIUM | 1.29× | |
| Community Orientation | OPEN | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.87× | |
| Patriotism | CONSERVATISM | 0.90× | |
| Need for Security | CONSERVATISM | 0.95× |
Havaianas's target market in Brazil covers an estimated 8,382,959 people, concentrated in São Paulo and Rio de Janeiro.
79.7% of the Havaianas audience are female, 20.3% are male, with an average age of 38.3 years.
Havaianas fans show strongest brand affinity for Flip-flops (5.74×), Barbie (1.68×), and Sandal (2.88×) over the country average.
Havaianas fans in Brazil are most concentrated in São Paulo (reach ~3M), Rio de Janeiro (reach ~2M), and Minas Gerais (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Havaianas itself, the audience over-indexes on Barbie (1.68×), Sandal (2.88×), Dafiti (2.33×), and Preta Gil (1.57×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Havaianas. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. 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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