Haix Audience in Germany
Haix has an estimated audience of 609,183 people in Germany. 14.9% are female, 85.1% are male, average age 39.6. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Wrench, Drill, Hammer, Multi-tool, Bauhaus.
The average Haix fan in Germany is 39.6 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 39.6, and over-indexes on personality traits such as Patriotism, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Business & Career · Type: Brand · Subtype: Workwear
Demographics of Haix fans
| Metric | Value |
|---|---|
| Female | 14.9% |
| Male | 85.1% |
| Average age | 39.6 |
| Estimated audience size | 609,183 |
Audience persona
The typical Haix fan in Germany is more male, around 39.6 years old, with strong Patriotism tendencies and a notable affinity for Wrench.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 184,979 | 1.89× |
| Nordrhein-Westfalen | 113,242 | 0.85× |
| Baden-Württemberg | 84,609 | 1.02× |
| Niedersachsen | 64,582 | 1.09× |
| Hessen | 51,749 | 1.11× |
| Rheinland-Pfalz | 40,147 | 1.32× |
| Sachsen | 30,434 | 1.02× |
| Schleswig-Holstein | 21,165 | 0.97× |
| Thüringen | 17,021 | 1.1× |
| Brandenburg | 15,498 | 0.82× |
| Berlin | 14,590 | 0.54× |
| Sachsen-Anhalt | 13,988 | 0.89× |
| Hamburg | 9,950 | 0.72× |
| Mecklenburg-Vorpommern | 9,751 | 0.84× |
| Saarland | 9,249 | 1.24× |
| Bremen | 3,123 | 0.6× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Wrench | 11.74× | Home & Garden |
| Drill | 9.39× | Home & Garden |
| Hammer | 10.25× | Home & Garden |
| Multi-tool | 11.81× | Home & Garden |
| Bauhaus | 4.15× | Shopping |
| Power tool | 7.49× | Home & Garden |
| Drill bit | 11.21× | Home & Garden |
| Hornbach | 3.79× | Shopping |
| Obi (store) | 3.01× | Shopping |
| Screw | 10.19× | Home & Garden |
| AutoScout24 | 3.12× | Cars & Mobility |
| Lawn | 4.55× | Home & Garden |
| Makita | 7.91× | Home & Garden |
| Globus Baumarkt | 2.84× | Shopping |
| Sanitation | 6.2× | Home & Garden |
| EBay | 2.46× | Shopping |
| Patio | 4.21× | Home & Garden |
| Farmer | 6.22× | Home & Garden |
| Forklift truck | 6.74× | Cars & Mobility |
| Hand tool | 4.27× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Patriotism | CONSERVATISM | 1.59 |
| Indulgence | JOY | 1.41 |
| DIY Mentality | THRILL | 1.36 |
| Sustainability | BALANCE | 1.32 |
| Need for Security | CONSERVATISM | 1.29 |
| Early Adopter Mentality | POWER | 1.25 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 65.8% |
| Austria | 4.0% |
| France | 4.0% |
See Haix audiences in other countries
More Workwear audiences in Germany
- Engelbert Strauss (4,222,471)
- Berne (821,672)
- Elten (447,391)
- Uvex (333,465)
- Wink (152,533)
Frequently asked questions
How many fans does Haix have in Germany?
Haix has an estimated audience of 609,183 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Haix fans?
14.9% of Haix fans are female, 85.1% are male, with an average age of 39.6 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 184,979), Nordrhein-Westfalen (reach 113,242), and Baden-Württemberg (reach 84,609). 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.
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.