Rascasse Audience Intelligence

Helly Hansen Target Market in Germany

A data profile of the people who buy, follow and care about Helly Hansen in Germany — modelled from more than twelve digital signal sources. Helly Hansen has an estimated audience of 597,717 people in Germany.

#11among Outdoor in Germany#1333among Brand in Germany#515in Fashion & Accessoires

The average Helly Hansen fan in Germany is 37.6 years old, balanced, and lives primarily in Bayern.

The audience is concentrated in Bayern, Nordrhein-Westfalen, Hessen.

Top brand affinities include Dagens Industri, Motorhome stopover, Sports, with strongest over-indexing on Dagens Industri (58.76× the country average).

Demographically, the Helly Hansen audience skews balanced with an average age of 37.6, and over-indexes on personality traits such as Early Adopter Mentality, Individualism.

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

The typical Helly Hansen fan in Germany is balanced, around 37.6 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Dagens Industri.

Category: Fashion & Accessoires · Type: Brand · Subtype: Outdoor

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 Helly Hansen profile in Germany.

Audience size
598K
in Germany
Gender
45.7%♀
54.3% male
Age
37.6
average years
Country rank
#10140
Brand in Germany
Fig. 01

Search interest · 12-month trend

-17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Helly Hansen

45.7% are female, 54.3% are male, average age 37.6.

Fig. 02

Gender split

45.7%
Female
54.3%
Male
Demographic split for Helly Hansen audience in Germany
MetricValue
Female45.7%
Male54.3%
Average age37.6
Estimated audience size597,717
Fig. 03

Age distribution

Ø 37.6
average years
Age distribution of the Helly Hansen audience in Germany
Age bracketShare%
16-1922%
20-2921%
30-3921%
40-4922%
50+14%
Fig. 04

Worldwide distribution

3.6%

of the worldwide Helly Hansen audience comes from Germany.

Worldwide audience distribution share by country for Helly Hansen
CountryShare
China12.0%
United States8.4%
Kazakhstan6.8%
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 Helly Hansen audience in Germany is strongest.

Fig. 05

Top regions by affinity

Helly Hansen customers by region in Germany
#RegionReachAffinity×
01Hamburg~30K1.91×
02Hessen~80K1.68×
03Schleswig-Holstein~30K1.41×
04Berlin~30K1.14×
05Mecklenburg-Vorpommern~10K1.02×
06Niedersachsen~60K1.00×
07Bayern~90K0.96×
08Bremen~5K0.95×
09Baden-Württemberg~70K0.91×
10Sachsen~30K0.85×
11Brandenburg~20K0.84×
12Rheinland-Pfalz~20K0.75×
13Thüringen~10K0.74×
14Sachsen-Anhalt~10K0.70×
15Nordrhein-Westfalen~90K0.66×
16Saarland~5K0.64×
Fig. 06

Affinity by region

Affinity by region — Helly Hansen, Germany
0.64×1.00×1.91×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Helly Hansen audience
#·InterestCategoryAffinity×
01Dagens IndustriBusiness & Career58.76×
02Life Style SportsShopping57.54×
03Motorhome stopoverTravel & Leisure30.00×
04Sports DirectFashion & Accessoires21.33×
05SoleboxShopping19.48×
06Size?Shopping18.57×
07DiadoraFashion & Accessoires18.18×
08Minority rightsPolitics & Society16.90×
09Peak PerformanceFashion & Accessoires11.29×
10Trekking poleSports10.66×
11CarharttFashion & Accessoires6.52×
12PumaFashion & Accessoires6.07×
13Sneaker collectingFashion & Accessoires5.04×
14SellpyFashion & Accessoires4.74×
15Sportswear (fashion)Fashion & Accessoires4.67×
16OUTDOOR ADVENTUREGames4.35×
17StradivariusShopping4.00×
18SportsSports1.91×
19FIFA World CupSports1.64×
20Arts and musicArts & Culture1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Helly Hansen 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 Helly Hansen audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.87×
IndividualismJOY1.58×
ExtroversionTHRILL1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Helly Hansen audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.56×
Pet OwnershipJOY0.60×
DIY MentalityTHRILL0.62×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Helly Hansen's target market in Germany?

Helly Hansen's target market in Germany covers an estimated 597,717 people, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Helly Hansen customers?

45.7% of the Helly Hansen audience are female, 54.3% are male, with an average age of 37.6 years.

03

Which brands do Helly Hansen fans like most?

Helly Hansen fans show strongest brand affinity for Dagens Industri (58.76×), Motorhome stopover (30×), and Sports (1.91×) over the country average.

04

Where do Helly Hansen fans live in Germany?

Helly Hansen fans in Germany are most concentrated in Bayern (reach ~90K), Nordrhein-Westfalen (reach ~90K), and Hessen (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Helly Hansen fans also like?

Beyond Helly Hansen itself, the audience over-indexes on Motorhome stopover (30×), Sports (1.91×), Solebox (19.48×), and Sports Direct (21.33×) compared to the Germany average.

Appendix

Explore more audiences

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

More Outdoor audiences in Germany

See Helly Hansen audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Helly Hansen. 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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