Haix Target Market in Germany
A data profile of the people who buy, follow and care about Haix in Germany — modelled from more than twelve digital signal sources. Haix has an estimated audience of 615,821 people in Germany.
The average Haix 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 Wrench, Drill, Hammer, with strongest over-indexing on Wrench (11.74× the country average).
Demographically, the Haix audience skews more male with an average age of 39.2, and over-indexes on personality traits such as Patriotism, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Haix fan in Germany is more male, around 39.2 years old, with strong Patriotism tendencies and a notable affinity for Wrench.
At a glance
The key figures that characterise the Haix profile in Germany.
Search interest · 12-month trend
Customer demographics of Haix
14.2% are female, 85.8% are male, average age 39.2.
Gender split
| Metric | Value |
|---|---|
| Female | 14.2% |
| Male | 85.8% |
| Average age | 39.2 |
| Estimated audience size | 615,821 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 22% | |
| 30-39 | 30% | |
| 40-49 | 32% | |
| 50+ | 6% |
Worldwide distribution
of the worldwide Haix audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 66.6% |
| Austria | 3.9% |
| France | 3.9% |
Geography
Where the Haix audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bayern | ~200K | 1.86× | |
| 02 | Rheinland-Pfalz | ~40K | 1.28× | |
| 03 | Saarland | ~9K | 1.28× | |
| 04 | Niedersachsen | ~70K | 1.13× | |
| 05 | Thüringen | ~20K | 1.13× | |
| 06 | Hessen | ~50K | 1.08× | |
| 07 | Sachsen | ~30K | 1.01× | |
| 08 | Baden-Württemberg | ~80K | 0.99× | |
| 09 | Schleswig-Holstein | ~20K | 0.96× | |
| 10 | Sachsen-Anhalt | ~10K | 0.91× | |
| 11 | Mecklenburg-Vorpommern | ~10K | 0.87× | |
| 12 | Brandenburg | ~20K | 0.84× | |
| 13 | Nordrhein-Westfalen | ~100K | 0.82× | |
| 14 | Hamburg | ~10K | 0.75× | |
| 15 | Bremen | ~3K | 0.66× | |
| 16 | Berlin | ~10K | 0.52× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Haix audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Multi-tool | Home & Garden | 11.81× | ||
| 02 | Wrench | Home & Garden | 11.74× | ||
| 03 | Drill bit | Home & Garden | 11.21× | ||
| 04 | Hammer | Home & Garden | 10.25× | ||
| 05 | Screw | Home & Garden | 10.19× | ||
| 06 | Drill | Home & Garden | 9.39× | ||
| 07 | Würth | Home & Garden | 8.51× | ||
| 08 | Makita | Home & Garden | 7.91× | ||
| 09 | Power tool | Home & Garden | 7.49× | ||
| 10 | Forklift truck | Cars & Mobility | 6.74× | ||
| 11 | Farmer | Home & Garden | 6.22× | ||
| 12 | Sanitation | Home & Garden | 6.20× | ||
| 13 | Lawn | Home & Garden | 4.55× | ||
| 14 | Hand tool | Home & Garden | 4.27× | ||
| 15 | Patio | Home & Garden | 4.21× | ||
| 16 | Bauhaus | Shopping | 4.15× | ||
| 17 | Hornbach | Shopping | 3.79× | ||
| 18 | AutoScout24 | Cars & Mobility | 3.12× | ||
| 19 | Obi (store) | Shopping | 3.01× | ||
| 20 | EBay | Shopping | 2.46× |
Personality of the Haix 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 |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.70× | |
| Need for Security | CONSERVATISM | 1.57× | |
| Convenience Orientation | PREMIUM | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 0.83× | |
| Pet Ownership | JOY | 0.85× | |
| Sports Activity | POWER | 0.88× |
Frequently asked questions
Who is Haix's target market in Germany?
Haix's target market in Germany covers an estimated 615,821 people, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Haix customers?
14.2% of the Haix audience are female, 85.8% are male, with an average age of 39.2 years.
Which brands do Haix fans like most?
Haix fans show strongest brand affinity for Wrench (11.74×), Drill (9.39×), and Hammer (10.25×) over the country average.
Where do Haix fans live in Germany?
Haix fans in Germany are most concentrated in Bayern (reach ~200K), Nordrhein-Westfalen (reach ~100K), and Baden-Württemberg (reach ~80K). These three regions account for the largest share of the active audience.
What other brands do Haix fans also like?
Beyond Haix itself, the audience over-indexes on Drill (9.39×), Hammer (10.25×), Multi-tool (11.81×), and Bauhaus (4.15×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Workwear audiences in Germany
- Engelbert Strauss (4,124,837)
- Berne (710,268)
- Elten (418,776)
- Uvex (319,314)
- FHB (144,310)
See Haix audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Haix. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.