Rascasse Audience Intelligence

Fjällräven Target Market in Germany

A data profile of the people who buy, follow and care about Fjällräven in Germany — modelled from more than twelve digital signal sources. Fjällräven has an estimated audience of 1,207,203 people in Germany.

#3among Bags and accessories in Germany#704among Brand in Germany#291in Fashion & Accessoires

The average Fjällräven fan in Germany is 38.3 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Outdoor recreation, Sports, FIFA World Cup, with strongest over-indexing on Outdoor recreation (2.01× the country average).

Demographically, the Fjällräven audience skews balanced with an average age of 38.3, and over-indexes on personality traits such as Sustainability, 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 Fjällräven fan in Germany is balanced, around 38.3 years old, with strong Sustainability tendencies and a notable affinity for Outdoor recreation.

Category: Fashion & Accessoires · Type: Brand · Subtype: Bags and accessories

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Fjällräven profile in Germany.

Audience size
1.2M
in Germany
Gender
53.9%♀
46.1% male
Age
38.3
average years
Country rank
#5469
Brand in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Fjällräven

53.9% are female, 46.1% are male, average age 38.3.

Fig. 02

Gender split

53.9%
Female
46.1%
Male
Demographic split for Fjällräven audience in Germany
MetricValue
Female53.9%
Male46.1%
Average age38.3
Estimated audience size1,207,203
Fig. 03

Age distribution

Ø 38.3
average years
Age distribution of the Fjällräven audience in Germany
Age bracketShare%
16-1920%
20-2920%
30-3923%
40-4922%
50+15%
Fig. 04

Worldwide distribution

12.6%

of the worldwide Fjällräven audience comes from Germany.

Worldwide audience distribution share by country for Fjällräven
CountryShare
United States17.2%
Germany12.6%
United Kingdom7.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Fjällräven audience in Germany is strongest.

Fig. 05

Top regions by affinity

Fjällräven customers by region in Germany
#RegionReachAffinity×
01Schleswig-Holstein~60K1.38×
02Hamburg~40K1.32×
03Niedersachsen~100K1.16×
04Bayern~200K1.13×
05Hessen~100K1.09×
06Berlin~60K1.06×
07Baden-Württemberg~200K1.00×
08Rheinland-Pfalz~60K1.00×
09Mecklenburg-Vorpommern~20K1.00×
10Sachsen~60K0.98×
11Nordrhein-Westfalen~300K0.96×
12Thüringen~30K0.88×
13Bremen~9K0.88×
14Brandenburg~30K0.79×
15Saarland~10K0.78×
16Sachsen-Anhalt~20K0.63×
Fig. 06

Affinity by region

Affinity by region — Fjällräven, Germany
0.63×1.00×1.38×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Fjällräven audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fjällräven audience
#·InterestCategoryAffinity×
01JotexShopping17.43×
02Dagens IndustriBusiness & Career12.00×
03SonosTechnology & Electronics5.92×
04Jack WolfskinFashion & Accessoires5.55×
05PumaFashion & Accessoires4.04×
06ConverseFashion & Accessoires3.80×
07Hiking bootFashion & Accessoires3.72×
08Urban OutfittersShopping3.70×
09The North FaceFashion & Accessoires3.37×
10Winter sportSports2.39×
11NikeFashion & Accessoires2.23×
12Outdoor recreationSports2.01×
13RossmannShopping2.00×
14Sustainable energyHome & Garden2.00×
15SportsSports1.91×
16BreuningerFashion & Accessoires1.86×
17Renewable energyBusiness & Career1.85×
18Müller (company)Food & Beverages1.79×
19Burger KingFood & Beverages1.65×
20FIFA World CupSports1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fjällräven audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Fjällräven audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.37×
Early Adopter MentalityPOWER1.29×
Price SensitivityPREMIUM1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fjällräven audience · Rather not
TraitClusterDeviationScore
Family OrientationCONSERVATISM0.69×
MindfulnessBALANCE0.71×
PatriotismCONSERVATISM0.73×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Fjällräven's target market in Germany?

Fjällräven's target market in Germany covers an estimated 1,207,203 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Fjällräven customers?

53.9% of the Fjällräven audience are female, 46.1% are male, with an average age of 38.3 years.

03

Which brands do Fjällräven fans like most?

Fjällräven fans show strongest brand affinity for Outdoor recreation (2.01×), Sports (1.91×), and FIFA World Cup (1.55×) over the country average.

04

Where do Fjällräven fans live in Germany?

Fjällräven fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Fjällräven fans also like?

Beyond Fjällräven itself, the audience over-indexes on Sports (1.91×), FIFA World Cup (1.55×), Jack Wolfskin (5.55×), and Jotex (17.43×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Bags and accessories audiences in Germany

See Fjällräven audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Fjällräven. 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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