Rascasse Audience Intelligence

Havaianas Target Market in Germany

A data profile of the people who buy, follow and care about Havaianas in Germany — modelled from more than twelve digital signal sources. Havaianas has an estimated audience of 474,082 people in Germany.

#1596among Brand in Germany#594in Fashion & Accessoires

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 Palladium, Street One, Esprit, with strongest over-indexing on Palladium (17.16× 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 Individualism, Creativity.

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

The typical Havaianas fan in Germany is more female, around 36.2 years old, with strong Individualism tendencies and a notable affinity for Palladium.

Category: Fashion & Accessoires · Type: Brand

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 Havaianas profile in Germany.

Audience size
474K
in Germany
Gender
67.6%♀
32.4% male
Age
36.2
average years
Country rank
#12277
Brand in Germany
Fig. 01

Search interest · 12-month trend

+319%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Havaianas

67.6% are female, 32.4% are male, average age 36.2.

Fig. 02

Gender split

67.6%
Female
32.4%
Male
Demographic split for Havaianas audience in Germany
MetricValue
Female67.6%
Male32.4%
Average age36.2
Estimated audience size474,082
Fig. 03

Age distribution

Ø 36.2
average years
Age distribution of the Havaianas audience in Germany
Age bracketShare%
16-1924%
20-2922%
30-3923%
40-4922%
50+10%
Fig. 04

Worldwide distribution

2.7%

of the worldwide Havaianas audience comes from Germany.

Worldwide audience distribution share by country for Havaianas
CountryShare
Brazil47.1%
United States6.6%
Italy6.0%
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 Havaianas audience in Germany is strongest.

Fig. 05

Top regions by affinity

Havaianas customers by region in Germany
#RegionReachAffinity×
01Berlin~20K1.82×
02Hamburg~10K1.76×
03Hessen~30K1.39×
04Bayern~60K1.27×
05Nordrhein-Westfalen~80K1.25×
06Baden-Württemberg~50K1.23×
07Bremen~3K1.00×
08Schleswig-Holstein~10K0.98×
09Rheinland-Pfalz~10K0.89×
10Niedersachsen~20K0.85×
11Saarland~3K0.79×
12Brandenburg~6K0.69×
13Sachsen~9K0.64×
14Mecklenburg-Vorpommern~4K0.63×
15Thüringen~5K0.61×
16Sachsen-Anhalt~4K0.50×
Fig. 06

Affinity by region

Affinity by region — Havaianas, Germany
0.50×1.00×1.82×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Havaianas audience
#·InterestCategoryAffinity×
01EspritFashion & Accessoires26.59×
02PalladiumFashion & Accessoires17.16×
03Reebok ClassicFashion & Accessoires11.21×
04BraxFashion & Accessoires10.32×
05ArketShopping9.87×
06SkechersFashion & Accessoires9.43×
07Street OneFashion & Accessoires9.15×
08BirkenstockFashion & Accessoires5.31×
09Möbel HöffnerHome & Garden4.52×
10BreuningerFashion & Accessoires3.46×
11Home Interior DesignHome & Garden2.93×
12BonprixShopping2.83×
13Child developmentBusiness & Career2.64×
14Home DesignHome & Garden2.56×
15Ernsting's familyShopping2.48×
16DeichmannShopping2.19×
17JYSKHome & Garden2.16×
18TchiboShopping2.15×
19TK MaxxShopping1.94×
20H&MShopping1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Havaianas 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 Havaianas audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.45×
CreativityOPEN1.44×
Design AffinityPREMIUM1.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Havaianas audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.54×
Risk AppetiteTHRILL0.66×
Need for SecurityCONSERVATISM0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Havaianas's target market in Germany?

Havaianas's target market in Germany covers an estimated 474,082 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Havaianas customers?

67.6% of the Havaianas audience are female, 32.4% are male, with an average age of 36.2 years.

03

Which brands do Havaianas fans like most?

Havaianas fans show strongest brand affinity for Palladium (17.16×), Street One (9.15×), and Esprit (26.59×) over the country average.

04

Where do Havaianas fans live in Germany?

Havaianas fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~80K), Bayern (reach ~60K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Havaianas fans also like?

Beyond Havaianas itself, the audience over-indexes on Street One (9.15×), Esprit (26.59×), Skechers (9.43×), and Arket (9.87×) compared to the Germany average.

Appendix

Explore more audiences

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

More Fashion & Accessoires audiences in Germany

See Havaianas audiences in other countries

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.

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