Decathlon Audience in Germany
Decathlon has an estimated audience of 4,750,125 people in Germany. 54.7% are female, 45.3% are male, average age 37.0. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Gil Ofarim, Progressive rock, Škoda Kodiaq, Home Delivery, Bank account.
The average Decathlon fan in Germany is 37.0 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Gil Ofarim, Progressive rock, Škoda Kodiaq, with strongest over-indexing on Gil Ofarim (1.76× the country average). Demographically, the Decathlon audience skews balanced with an average age of 37.0, and over-indexes on personality traits such as Sports Activity, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand
Demographics of Decathlon fans
| Metric | Value |
|---|---|
| Female | 54.7% |
| Male | 45.3% |
| Average age | 37.0 |
| Estimated audience size | 4,750,125 |
Audience persona
The typical Decathlon fan in Germany is balanced, around 37.0 years old, with strong Sports Activity tendencies and a notable affinity for Gil Ofarim.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,154,852 | 1.11× |
| Bayern | 835,568 | 1.09× |
| Baden-Württemberg | 801,371 | 1.24× |
| Niedersachsen | 364,903 | 0.79× |
| Hessen | 345,447 | 0.95× |
| Rheinland-Pfalz | 289,353 | 1.22× |
| Berlin | 257,270 | 1.21× |
| Sachsen | 250,062 | 1.07× |
| Schleswig-Holstein | 167,833 | 0.98× |
| Brandenburg | 118,985 | 0.81× |
| Hamburg | 111,797 | 1.04× |
| Thüringen | 104,704 | 0.87× |
| Sachsen-Anhalt | 95,508 | 0.78× |
| Saarland | 77,131 | 1.32× |
| Mecklenburg-Vorpommern | 58,431 | 0.64× |
| Bremen | 35,684 | 0.88× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Gil Ofarim | 1.76× | Music & Radio |
| Progressive rock | 1.52× | Music & Radio |
| Škoda Kodiaq | 1.96× | Cars & Mobility |
| Home Delivery | 1.9× | Food & Beverages |
| Bank account | 1.61× | Business & Career |
| Hypothec | 3.02× | Business & Career |
| Carrie (novel) | 2.93× | Literature |
| The Equalizer | 2.51× | Movies & TV |
| Corfu (regional unit) | 1.58× | Travel & Leisure |
| Graham Greene | 2.14× | Literature |
| Whist | 2.46× | Games |
| Chalkidiki | 1.88× | Travel & Leisure |
| Information sensitivity | 2.35× | Technology & Electronics |
| Graham Greene (actor) | 1.62× | |
| San Gil | 1.71× | Travel & Leisure |
| Giotto | 2.23× | Food & Beverages |
| Buddy – The Buddy Holly Story | 1.84× | Music & Radio |
| Building insulation | 1.61× | Home & Garden |
| Gloria | 1.75× | Music & Radio |
| Esra Erol | 1.92× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sports Activity | POWER | 1.43 |
| Sustainability | BALANCE | 1.3 |
| Early Adopter Mentality | POWER | 1.19 |
| Healthy Lifestyle | BALANCE | 1.14 |
| Indulgence | JOY | 1.11 |
| DIY Mentality | THRILL | 1.1 |
Worldwide distribution
| Country | Share |
|---|---|
| France | 11.4% |
| Italy | 9.0% |
| Germany | 8.7% |
See Decathlon audiences in other countries
More Shopping audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Decathlon have in Germany?
Decathlon has an estimated audience of 4,750,125 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Decathlon fans?
54.7% of Decathlon fans are female, 45.3% are male, with an average age of 37.0 years.
Which brands do Decathlon fans like most?
Decathlon fans show strongest brand affinity for Gil Ofarim (1.76×), Progressive rock (1.52×), and Škoda Kodiaq (1.96×) over the country average.
Where do Decathlon fans live in Germany?
Decathlon fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,154,852), Bayern (reach 835,568), and Baden-Württemberg (reach 801,371). 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 Progressive rock (1.52×), Škoda Kodiaq (1.96×), Home Delivery (1.9×), and Bank account (1.61×) compared to the Germany average.
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.