Havaianas Audience in Germany
Havaianas has an estimated audience of 293,908 people in Germany. 67.6% are female, 32.4% are male, average age 36.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Street One, Esprit, Palladium, Skechers, Arket.
The average Havaianas fan in Germany is 36.2 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Street One, Esprit, Palladium, with strongest over-indexing on Street One (9.15× the country average). Demographically, the Havaianas audience skews more female with an average age of 36.2, and over-indexes on personality traits such as Sustainability, Quality Awareness. 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
Demographics of Havaianas fans
| Metric | Value |
|---|---|
| Female | 67.6% |
| Male | 32.4% |
| Average age | 36.2 |
| Estimated audience size | 293,908 |
Audience persona
The typical Havaianas fan in Germany is more female, around 36.2 years old, with strong Sustainability tendencies and a notable affinity for Street One.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 79,053 | 1.23× |
| Bayern | 65,677 | 1.39× |
| Baden-Württemberg | 50,654 | 1.26× |
| Hessen | 32,407 | 1.45× |
| Berlin | 27,603 | 2.1× |
| Niedersachsen | 22,131 | 0.78× |
| Rheinland-Pfalz | 12,716 | 0.86× |
| Hamburg | 12,450 | 1.87× |
| Schleswig-Holstein | 9,569 | 0.91× |
| Sachsen | 9,243 | 0.64× |
| Brandenburg | 6,121 | 0.67× |
| Thüringen | 3,754 | 0.5× |
| Mecklenburg-Vorpommern | 3,370 | 0.6× |
| Saarland | 2,317 | 0.64× |
| Bremen | 2,186 | 0.87× |
| Sachsen-Anhalt | 1,705 | 0.22× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Street One | 9.15× | Fashion & Accessoires |
| Esprit | 26.59× | Fashion & Accessoires |
| Palladium | 17.16× | Fashion & Accessoires |
| Skechers | 9.43× | Fashion & Accessoires |
| Arket | 9.87× | Shopping |
| Birkenstock | 5.31× | Fashion & Accessoires |
| Breuninger | 3.46× | Fashion & Accessoires |
| Bonprix | 2.83× | Shopping |
| Brax | 10.32× | Fashion & Accessoires |
| Deichmann | 2.19× | Shopping |
| Home Interior Design | 2.93× | Home & Garden |
| Home Design | 2.56× | Home & Garden |
| Gala | 1.82× | News |
| TK Maxx | 1.94× | Shopping |
| Child development | 2.64× | Business & Career |
| Tchibo | 2.15× | Shopping |
| H&M | 1.52× | Shopping |
| Ernsting's family | 2.48× | Shopping |
| Reebok Classic | 11.21× | Fashion & Accessoires |
| JYSK | 2.16× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 1.86 |
| Quality Awareness | PREMIUM | 1.79 |
| Community Orientation | OPEN | 1.69 |
| Creativity | OPEN | 1.62 |
| Healthy Lifestyle | BALANCE | 1.49 |
| Design Affinity | PREMIUM | 1.48 |
Worldwide distribution
| Country | Share |
|---|---|
| Brazil | 49.3% |
| Italy | 5.9% |
| United States | 5.7% |
See Havaianas audiences in other countries
More Fashion & Accessoires audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Havaianas have in Germany?
Havaianas has an estimated audience of 293,908 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Havaianas fans?
67.6% of Havaianas fans are female, 32.4% are male, with an average age of 36.2 years.
Which brands do Havaianas fans like most?
Havaianas fans show strongest brand affinity for Street One (9.15×), Esprit (26.59×), and Palladium (17.16×) over the country average.
Where do Havaianas fans live in Germany?
Havaianas fans in Germany are most concentrated in Nordrhein-Westfalen (reach 79,053), Bayern (reach 65,677), and Baden-Württemberg (reach 50,654). These three regions account for the largest share of the active audience.
What other brands do Havaianas fans also like?
Beyond Havaianas itself, the audience over-indexes on Esprit (26.59×), Palladium (17.16×), Skechers (9.43×), and Arket (9.87×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Havaianas. 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.