Haba Target Market in Germany
A data profile of the people who buy, follow and care about Haba in Germany — modelled from more than twelve digital signal sources. Haba has an estimated audience of 304,697 people in Germany.
The average Haba fan in Germany is 36.7 years old, more female, and lives primarily in Bayern.
The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg.
Top brand affinities include Baby toys, Parental leave, Baby food, with strongest over-indexing on Baby toys (109.49× the country average).
Demographically, the Haba audience skews more female with an average age of 36.7, 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.
The typical Haba fan in Germany is more female, around 36.7 years old, with strong Family Orientation tendencies and a notable affinity for Baby toys.
At a glance
The key figures that characterise the Haba profile in Germany.
Search interest · 12-month trend
Customer demographics of Haba
73.8% are female, 26.2% are male, average age 36.7.
Gender split
| Metric | Value |
|---|---|
| Female | 73.8% |
| Male | 26.2% |
| Average age | 36.7 |
| Estimated audience size | 304,697 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 28% | |
| 30-39 | 24% | |
| 40-49 | 16% | |
| 50+ | 13% |
Geography
Where the Haba audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Thüringen | ~10K | 1.72× | |
| 02 | Bayern | ~70K | 1.50× | |
| 03 | Baden-Württemberg | ~50K | 1.25× | |
| 04 | Rheinland-Pfalz | ~20K | 1.07× | |
| 05 | Niedersachsen | ~30K | 1.05× | |
| 06 | Nordrhein-Westfalen | ~70K | 1.03× | |
| 07 | Schleswig-Holstein | ~10K | 0.98× | |
| 08 | Hessen | ~20K | 0.94× | |
| 09 | Sachsen | ~10K | 0.94× | |
| 10 | Saarland | ~3K | 0.91× | |
| 11 | Bremen | ~2K | 0.86× | |
| 12 | Brandenburg | ~8K | 0.85× | |
| 13 | Sachsen-Anhalt | ~7K | 0.83× | |
| 14 | Hamburg | ~5K | 0.78× | |
| 15 | Mecklenburg-Vorpommern | ~4K | 0.74× | |
| 16 | Berlin | ~9K | 0.66× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Haba audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Baby toys | Kids & Family | 109.49× | ||
| 02 | Romper suit | Fashion & Accessoires | 11.34× | ||
| 03 | Parental leave | Kids & Family | 8.72× | ||
| 04 | vertbaudet | Fashion & Accessoires | 7.36× | ||
| 05 | HiPP | Kids & Family | 7.31× | ||
| 06 | Children's literature | Literature | 6.62× | ||
| 07 | Baby food | Kids & Family | 6.11× | ||
| 08 | Bassinet | Kids & Family | 5.90× | ||
| 09 | Peppa Pig | Kids & Family | 5.72× | ||
| 10 | Child care | Kids & Family | 5.48× | ||
| 11 | Child development | Business & Career | 4.73× | ||
| 12 | Ernsting's family | Shopping | 3.69× | ||
| 13 | Lego | Kids & Family | 3.32× | ||
| 14 | Children's clothing | Fashion & Accessoires | 3.32× | ||
| 15 | Toys | Games | 2.82× | ||
| 16 | C&A | Shopping | 2.74× | ||
| 17 | Nature | Home & Garden | 2.08× | ||
| 18 | Do it yourself (DIY) | Home & Garden | 1.89× | ||
| 19 | IKEA | Home & Garden | 1.82× | ||
| 20 | Family | Kids & Family | 1.78× |
Personality of the Haba 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 |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 2.11× | |
| DIY Mentality | THRILL | 1.47× | |
| Design Affinity | PREMIUM | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.89× | |
| Risk Appetite | THRILL | 0.93× | |
| Career Orientation | POWER | 0.94× |
Frequently asked questions
Who is Haba's target market in Germany?
Haba's target market in Germany covers an estimated 304,697 people, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Haba customers?
73.8% of the Haba audience are female, 26.2% are male, with an average age of 36.7 years.
Which brands do Haba fans like most?
Haba fans show strongest brand affinity for Baby toys (109.49×), Parental leave (8.72×), and Baby food (6.11×) over the country average.
Where do Haba fans live in Germany?
Haba fans in Germany are most concentrated in Bayern (reach ~70K), Nordrhein-Westfalen (reach ~70K), and Baden-Württemberg (reach ~50K). 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 Parental leave (8.72×), Baby food (6.11×), Romper suit (11.34×), and Children's literature (6.62×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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See Haba audiences in other countries
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.
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