Decathlon Target Market in Germany
A data profile of the people who buy, follow and care about Decathlon in Germany — modelled from more than twelve digital signal sources. Decathlon has an estimated audience of 5,223,260 people in Germany.
The average Decathlon fan in Germany is 36.9 years old, balanced, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Sportswear (activewear), High-intensity interval training, Deichmann, with strongest over-indexing on Sportswear (activewear) (2.29× the country average).
Demographically, the Decathlon audience skews balanced with an average age of 36.9, and over-indexes on personality traits such as Risk Appetite, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Decathlon fan in Germany is balanced, around 36.9 years old, with strong Risk Appetite tendencies and a notable affinity for Sportswear (activewear).
At a glance
The key figures that characterise the Decathlon profile in Germany.
Search interest · 12-month trend
Customer demographics of Decathlon
52.4% are female, 47.6% are male, average age 36.9.
Gender split
| Metric | Value |
|---|---|
| Female | 52.4% |
| Male | 47.6% |
| Average age | 36.9 |
| Estimated audience size | 5,223,260 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 26% | |
| 20-29 | 17% | |
| 30-39 | 22% | |
| 40-49 | 21% | |
| 50+ | 14% |
Geography
Where the Decathlon audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Saarland | ~90K | 1.38× | |
| 02 | Baden-Württemberg | ~900K | 1.22× | |
| 03 | Rheinland-Pfalz | ~300K | 1.21× | |
| 04 | Berlin | ~300K | 1.19× | |
| 05 | Bayern | ~900K | 1.10× | |
| 06 | Nordrhein-Westfalen | ~1M | 1.08× | |
| 07 | Sachsen | ~300K | 1.07× | |
| 08 | Hamburg | ~100K | 1.02× | |
| 09 | Schleswig-Holstein | ~200K | 0.99× | |
| 10 | Hessen | ~400K | 0.95× | |
| 11 | Bremen | ~40K | 0.91× | |
| 12 | Thüringen | ~100K | 0.87× | |
| 13 | Brandenburg | ~100K | 0.81× | |
| 14 | Sachsen-Anhalt | ~100K | 0.80× | |
| 15 | Niedersachsen | ~400K | 0.78× | |
| 16 | Mecklenburg-Vorpommern | ~70K | 0.66× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Decathlon audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Nordic walking | Sports | 5.27× | ||
| 02 | Carport | Home & Garden | 4.34× | ||
| 03 | Otto Waalkes | Movies & TV | 3.88× | ||
| 04 | High-intensity interval training | Sports | 3.86× | ||
| 05 | Bicycle wheel | Cars & Mobility | 3.44× | ||
| 06 | Female bodybuilding | Sports | 2.54× | ||
| 07 | Intersport | Shopping | 2.50× | ||
| 08 | Aerobics | Sports | 2.30× | ||
| 09 | Sportswear (activewear) | Fashion & Accessoires | 2.29× | ||
| 10 | Fitness and figure competition | Sports | 2.23× | ||
| 11 | Robert Redford | Movies & TV | 2.04× | ||
| 12 | New Balance | Fashion & Accessoires | 2.02× | ||
| 13 | NFL | Sports | 2.01× | ||
| 14 | In aller Freundschaft | Movies & TV | 1.98× | ||
| 15 | Esso | Cars & Mobility | 1.81× | ||
| 16 | Volunteering | Politics & Society | 1.80× | ||
| 17 | Lodging | Travel & Leisure | 1.80× | ||
| 18 | Deichmann | Shopping | 1.53× | ||
| 19 | Breuninger | Fashion & Accessoires | 1.53× | ||
| 20 | Black Friday (shopping) | Shopping | 1.52× |
Personality of the Decathlon audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 1.36× | |
| Early Adopter Mentality | POWER | 1.30× | |
| Patriotism | CONSERVATISM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.88× | |
| Social Media Usage | JOY | 0.90× | |
| Quality Awareness | PREMIUM | 0.92× |
Frequently asked questions
Who is Decathlon's target market in Germany?
Decathlon's target market in Germany covers an estimated 5,223,260 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Decathlon customers?
52.4% of the Decathlon audience are female, 47.6% are male, with an average age of 36.9 years.
Which brands do Decathlon fans like most?
Decathlon fans show strongest brand affinity for Sportswear (activewear) (2.29×), High-intensity interval training (3.86×), and Deichmann (1.53×) over the country average.
Where do Decathlon fans live in Germany?
Decathlon fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~900K), and Baden-Württemberg (reach ~900K). These three regions account for the largest share of the active audience.
What other brands do Decathlon fans also like?
Beyond Decathlon itself, the audience over-indexes on High-intensity interval training (3.86×), Deichmann (1.53×), NFL (2.01×), and Otto Waalkes (3.88×) compared to the Germany average.
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How to read this data
Audience size is the estimated number of people in Germany who actively search for Decathlon. 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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