Birkenstock Audience in Germany
Birkenstock has an estimated audience of 4,130,177 people in Germany. 76.4% are female, 23.6% are male, average age 38.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Sandal, Street One, C&A, Tchibo, Ernsting's family.
The average Birkenstock fan in Germany is 38.3 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Sandal, Street One, C&A, with strongest over-indexing on Sandal (11.79× the country average). Demographically, the Birkenstock audience skews more female with an average age of 38.3, 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: Fashion & Accessoires · Type: Brand · Subtype: Footwear
Demographics of Birkenstock fans
| Metric | Value |
|---|---|
| Female | 76.4% |
| Male | 23.6% |
| Average age | 38.3 |
| Estimated audience size | 4,130,177 |
Audience persona
The typical Birkenstock fan in Germany is more female, around 38.3 years old, with strong Design Affinity tendencies and a notable affinity for Sandal.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,186,404 | 1.31× |
| Bayern | 767,171 | 1.16× |
| Baden-Württemberg | 652,399 | 1.16× |
| Niedersachsen | 394,197 | 0.98× |
| Hessen | 379,168 | 1.2× |
| Berlin | 263,751 | 1.43× |
| Rheinland-Pfalz | 246,175 | 1.19× |
| Schleswig-Holstein | 168,095 | 1.13× |
| Sachsen | 166,822 | 0.82× |
| Hamburg | 129,716 | 1.39× |
| Brandenburg | 92,715 | 0.72× |
| Thüringen | 64,308 | 0.61× |
| Mecklenburg-Vorpommern | 60,715 | 0.77× |
| Sachsen-Anhalt | 56,789 | 0.53× |
| Saarland | 38,093 | 0.75× |
| Bremen | 29,503 | 0.84× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sandal | 11.79× | Fashion & Accessoires |
| Street One | 6.05× | Fashion & Accessoires |
| C&A | 4.09× | Shopping |
| Tchibo | 3.93× | Shopping |
| Ernsting's family | 4.69× | Shopping |
| reisenthel | 6.6× | Fashion & Accessoires |
| Gala | 2.66× | News |
| Bonprix | 3.33× | Shopping |
| Ulla Popken | 4.79× | Fashion & Accessoires |
| H&M | 2.32× | Shopping |
| IKEA | 2.14× | Home & Garden |
| Crocs | 7.49× | Fashion & Accessoires |
| Skechers | 6.65× | Fashion & Accessoires |
| Sports | 1.51× | Sports |
| Deichmann | 2.43× | Shopping |
| Derby shoe | 23.83× | Fashion & Accessoires |
| COS | 4.24× | Shopping |
| Thermomix | 3.74× | Home & Garden |
| QVC | 3.02× | Movies & TV |
| Baby food | 2.94× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.69 |
| Sustainability | BALANCE | 1.63 |
| Creativity | OPEN | 1.63 |
| Quality Awareness | PREMIUM | 1.63 |
| DIY Mentality | THRILL | 1.51 |
| Family Orientation | CONSERVATISM | 1.43 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 25.5% |
| United Kingdom | 8.0% |
| Germany | 7.6% |
See Birkenstock audiences in other countries
More Footwear audiences in Germany
- Skechers (1,795,234)
- Dr. Martens (1,719,616)
- Veja Sneakers (1,683,672)
- Crocs (1,570,022)
- Tory Burch (1,298,634)
Frequently asked questions
How many fans does Birkenstock have in Germany?
Birkenstock has an estimated audience of 4,130,177 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Birkenstock fans?
76.4% of Birkenstock fans are female, 23.6% are male, with an average age of 38.3 years.
Which brands do Birkenstock fans like most?
Birkenstock fans show strongest brand affinity for Sandal (11.79×), Street One (6.05×), and C&A (4.09×) over the country average.
Where do Birkenstock fans live in Germany?
Birkenstock fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,186,404), Bayern (reach 767,171), and Baden-Württemberg (reach 652,399). These three regions account for the largest share of the active audience.
What other brands do Birkenstock fans also like?
Beyond Birkenstock itself, the audience over-indexes on Street One (6.05×), C&A (4.09×), Tchibo (3.93×), and Ernsting's family (4.69×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Birkenstock. 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.