Haba Audience in Germany
Haba has an estimated audience of 336,408 people in Germany. 65.1% are female, 34.9% are male, average age 39.6. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Rossmann, Saving, Home Office, Progressive rock, Ipekyol.
The average Haba fan in Germany is 39.6 years old, more female, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include Rossmann, Saving, Home Office, with strongest over-indexing on Rossmann (1.83× the country average). Demographically, the Haba audience skews more female with an average age of 39.6, and over-indexes on personality traits such as Family Orientation, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Kids & Family · Type: Brand
Demographics of Haba fans
| Metric | Value |
|---|---|
| Female | 65.1% |
| Male | 34.9% |
| Average age | 39.6 |
| Estimated audience size | 336,408 |
Audience persona
The typical Haba fan in Germany is more female, around 39.6 years old, with strong Family Orientation tendencies and a notable affinity for Rossmann.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 82,673 | 1.53× |
| Nordrhein-Westfalen | 76,219 | 1.04× |
| Baden-Württemberg | 58,211 | 1.27× |
| Niedersachsen | 33,986 | 1.04× |
| Hessen | 24,444 | 0.95× |
| Rheinland-Pfalz | 17,751 | 1.05× |
| Sachsen | 15,630 | 0.95× |
| Thüringen | 15,434 | 1.8× |
| Schleswig-Holstein | 11,660 | 0.97× |
| Berlin | 10,259 | 0.68× |
| Brandenburg | 8,626 | 0.83× |
| Sachsen-Anhalt | 7,010 | 0.8× |
| Hamburg | 5,841 | 0.77× |
| Mecklenburg-Vorpommern | 4,373 | 0.68× |
| Saarland | 3,483 | 0.84× |
| Bremen | 2,315 | 0.8× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rossmann | 1.83× | Shopping |
| Saving | 2.28× | Business & Career |
| Home Office | 1.9× | Business & Career |
| Progressive rock | 2.06× | Music & Radio |
| Ipekyol | 5.29× | Shopping |
| Ida (film) | 5.69× | Movies & TV |
| Škoda Kodiaq | 1.54× | Cars & Mobility |
| Cachorro | 2.22× | Pets & Animals |
| Home Delivery | 1.65× | Food & Beverages |
| Gloria | 2.77× | Music & Radio |
| Bank account | 1.72× | Business & Career |
| Corfu (regional unit) | 1.64× | Travel & Leisure |
| Golem | 1.51× | Technology & Electronics |
| Theocracy | 4.8× | Music & Radio |
| Video izle | 1.52× | |
| Huck (magazine) | 4.38× | Internet & Social Media |
| Solo climbing | 1.73× | Sports |
| Harlow | 7.24× | Travel & Leisure |
| Homesteading | 2.67× | Home & Garden |
| Artillery | 2.66× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 2 |
| DIY Mentality | THRILL | 1.67 |
| Design Affinity | PREMIUM | 1.38 |
| Sustainability | BALANCE | 1.33 |
| Creativity | OPEN | 1.3 |
| Indulgence | JOY | 1.3 |
Worldwide distribution
| Country | Share |
|---|---|
| Japan | 43.5% |
| Germany | 22.9% |
| Spain | 7.2% |
See Haba audiences in other countries
More Kids & Family 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 Haba have in Germany?
Haba has an estimated audience of 336,408 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Haba fans?
65.1% of Haba fans are female, 34.9% are male, with an average age of 39.6 years.
Which brands do Haba fans like most?
Haba fans show strongest brand affinity for Rossmann (1.83×), Saving (2.28×), and Home Office (1.9×) over the country average.
Where do Haba fans live in Germany?
Haba fans in Germany are most concentrated in Bayern (reach 82,673), Nordrhein-Westfalen (reach 76,219), and Baden-Württemberg (reach 58,211). These three regions account for the largest share of the active audience.
What other brands do Haba fans also like?
Beyond Haba itself, the audience over-indexes on Saving (2.28×), Home Office (1.9×), Progressive rock (2.06×), and Ipekyol (5.29×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Haba. 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.