Rascasse Audience Intelligence

Haglöfs Target Market in Germany

A data profile of the people who buy, follow and care about Haglöfs in Germany — modelled from more than twelve digital signal sources. Haglöfs has an estimated audience of 256,507 people in Germany.

#19among Outdoor in Germany#2462among Brand in Germany#881in Fashion & Accessoires

The average Haglöfs fan in Germany is 39.2 years old, more male, and lives primarily in Bayern.

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

Top brand affinities include Bergfreunde, Peak Performance, Norrøna, with strongest over-indexing on Bergfreunde (63.78× the country average).

Demographically, the Haglöfs audience skews more male with an average age of 39.2, and over-indexes on personality traits such as Patriotism, Sports Activity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Haglöfs fan in Germany is more male, around 39.2 years old, with strong Patriotism tendencies and a notable affinity for Bergfreunde.

Category: Fashion & Accessoires · Type: Brand · Subtype: Outdoor

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 Haglöfs profile in Germany.

Audience size
257K
in Germany
Gender
43.3%♀
56.7% male
Age
39.2
average years
Country rank
#19334
Brand in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Haglöfs

43.3% are female, 56.7% are male, average age 39.2.

Fig. 02

Gender split

43.3%
Female
56.7%
Male
Demographic split for Haglöfs audience in Germany
MetricValue
Female43.3%
Male56.7%
Average age39.2
Estimated audience size256,507
Fig. 03

Age distribution

Ø 39.2
average years
Age distribution of the Haglöfs audience in Germany
Age bracketShare%
16-1920%
20-2917%
30-3922%
40-4925%
50+16%
Fig. 04

Worldwide distribution

8.3%

of the worldwide Haglöfs audience comes from Germany.

Worldwide audience distribution share by country for Haglöfs
CountryShare
Sweden13.0%
Japan9.5%
United Kingdom9.4%
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 Haglöfs audience in Germany is strongest.

Fig. 05

Top regions by affinity

Haglöfs customers by region in Germany
#RegionReachAffinity×
01Bayern~60K1.43×
02Hamburg~7K1.22×
03Sachsen~10K1.18×
04Hessen~20K1.12×
05Baden-Württemberg~40K1.11×
06Berlin~10K1.10×
07Thüringen~7K1.10×
08Schleswig-Holstein~9K1.01×
09Rheinland-Pfalz~10K0.95×
10Mecklenburg-Vorpommern~5K0.95×
11Bremen~2K0.93×
12Nordrhein-Westfalen~50K0.86×
13Niedersachsen~20K0.86×
14Saarland~3K0.82×
15Brandenburg~6K0.77×
16Sachsen-Anhalt~5K0.75×
Fig. 06

Affinity by region

Affinity by region — Haglöfs, Germany
0.75×1.00×1.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Haglöfs audience
#·InterestCategoryAffinity×
01NorrønaFashion & Accessoires84.74×
02Peak PerformanceFashion & Accessoires74.25×
03BergfreundeSports63.78×
04Filson (company)Sports63.22×
05Fischer (company)Sports44.35×
06Helly HansenFashion & Accessoires29.03×
07Sleeping bagHome & Garden23.57×
08Mikaela ShiffrinSports20.00×
09OctopusPets & Animals20.00×
10SalewaFashion & Accessoires19.86×
11Ski bootSports17.11×
12VaudeFashion & Accessoires17.05×
13FjällrävenFashion & Accessoires13.92×
14Felix NeureutherSports12.71×
15Franziska PreußSports12.20×
16Magdalena NeunerSports12.20×
17Jack WolfskinFashion & Accessoires8.95×
18Ski mountaineeringSports7.06×
19Marco PoloFashion & Accessoires6.06×
20FRITZ!BoxTechnology & Electronics4.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Haglöfs 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 Haglöfs audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.01×
Sports ActivityPOWER1.86×
Risk AppetiteTHRILL1.69×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Haglöfs audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.91×
Family OrientationCONSERVATISM0.97×
Pet OwnershipJOY0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Haglöfs's target market in Germany?

Haglöfs's target market in Germany covers an estimated 256,507 people, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Haglöfs customers?

43.3% of the Haglöfs audience are female, 56.7% are male, with an average age of 39.2 years.

03

Which brands do Haglöfs fans like most?

Haglöfs fans show strongest brand affinity for Bergfreunde (63.78×), Peak Performance (74.25×), and Norrøna (84.74×) over the country average.

04

Where do Haglöfs fans live in Germany?

Haglöfs fans in Germany are most concentrated in Bayern (reach ~60K), Nordrhein-Westfalen (reach ~50K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Haglöfs fans also like?

Beyond Haglöfs itself, the audience over-indexes on Peak Performance (74.25×), Norrøna (84.74×), Fischer (company) (44.35×), and Franziska Preuß (12.2×) compared to the Germany average.

Appendix

Explore more audiences

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

More Outdoor audiences in Germany

See Haglöfs audiences in other countries

How to read this data

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