Haglöfs Audience in Germany
Haglöfs has an estimated audience of 254,532 people in Germany. 43.3% are female, 56.7% are male, average age 39.2. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Bergfreunde, Peak Performance, Fischer (company), Helly Hansen, Mikaela Shiffrin.
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, Fischer (company), 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 Early Adopter Mentality, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Brand · Subtype: Outdoor
Demographics of Haglöfs fans
| Metric | Value |
|---|---|
| Female | 43.3% |
| Male | 56.7% |
| Average age | 39.2 |
| Estimated audience size | 254,532 |
Audience persona
The typical Haglöfs fan in Germany is more male, around 39.2 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Bergfreunde.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 60,402 | 1.48× |
| Nordrhein-Westfalen | 49,475 | 0.89× |
| Baden-Württemberg | 38,760 | 1.12× |
| Hessen | 22,762 | 1.17× |
| Niedersachsen | 21,536 | 0.87× |
| Sachsen | 14,702 | 1.18× |
| Berlin | 12,431 | 1.09× |
| Rheinland-Pfalz | 12,373 | 0.97× |
| Schleswig-Holstein | 9,257 | 1.01× |
| Thüringen | 7,037 | 1.08× |
| Hamburg | 6,997 | 1.22× |
| Brandenburg | 5,529 | 0.7× |
| Mecklenburg-Vorpommern | 4,392 | 0.9× |
| Sachsen-Anhalt | 4,345 | 0.66× |
| Saarland | 2,331 | 0.75× |
| Bremen | 1,984 | 0.91× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Bergfreunde | 63.78× | Sports |
| Peak Performance | 74.25× | Fashion & Accessoires |
| Fischer (company) | 44.35× | Sports |
| Helly Hansen | 29.03× | Fashion & Accessoires |
| Mikaela Shiffrin | 20× | Sports |
| Sleeping bag | 23.57× | Home & Garden |
| Vaude | 17.05× | Fashion & Accessoires |
| Felix Neureuther | 12.71× | Sports |
| Filson (company) | 63.22× | Sports |
| Fjällräven | 13.92× | Fashion & Accessoires |
| FRITZ!Box | 4.55× | Technology & Electronics |
| Magdalena Neuner | 12.2× | Sports |
| Salewa | 19.86× | Fashion & Accessoires |
| Ski mountaineering | 7.06× | Sports |
| Jack Wolfskin | 8.95× | Fashion & Accessoires |
| Maria Höfl-Riesch | 14.04× | Sports |
| Ski boot | 17.11× | Sports |
| Marco Polo | 6.06× | Fashion & Accessoires |
| Octopus | 20× | Pets & Animals |
| Backcountry snowboarding | 20× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Early Adopter Mentality | POWER | 2.13 |
| Sustainability | BALANCE | 1.89 |
| Sports Activity | POWER | 1.56 |
| Luxury Orientation | PREMIUM | 1.47 |
| Design Affinity | PREMIUM | 1.35 |
| Travelling | THRILL | 1.32 |
Worldwide distribution
| Country | Share |
|---|---|
| Sweden | 13.1% |
| Japan | 9.6% |
| United Kingdom | 9.4% |
See Haglöfs audiences in other countries
More Outdoor audiences in Germany
- Revolution Race (3,343,153)
- The North Face (3,007,873)
- Jack Wolfskin (1,944,192)
- The Timberland Company (1,455,625)
- Arc'teryx (1,324,605)
Frequently asked questions
How many fans does Haglöfs have in Germany?
Haglöfs has an estimated audience of 254,532 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Haglöfs fans?
43.3% of Haglöfs fans are female, 56.7% are male, with an average age of 39.2 years.
Which brands do Haglöfs fans like most?
Haglöfs fans show strongest brand affinity for Bergfreunde (63.78×), Peak Performance (74.25×), and Fischer (company) (44.35×) over the country average.
Where do Haglöfs fans live in Germany?
Haglöfs fans in Germany are most concentrated in Bayern (reach 60,402), Nordrhein-Westfalen (reach 49,475), and Baden-Württemberg (reach 38,760). These three regions account for the largest share of the active audience.
What other brands do Haglöfs fans also like?
Beyond Haglöfs itself, the audience over-indexes on Peak Performance (74.25×), Fischer (company) (44.35×), Helly Hansen (29.03×), and Mikaela Shiffrin (20×) compared to the Germany average.
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.