Rascasse Audience Intelligence

Hummel Target Market in Germany

A data profile of the people who buy, follow and care about Hummel in Germany — modelled from more than twelve digital signal sources. Hummel has an estimated audience of 1,163,632 people in Germany.

#738among Brand in Germany#469in Sports

The average Hummel fan in Germany is 35.8 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Umbro, Kappa (company), Reiss (brand), with strongest over-indexing on Umbro (57.51× the country average).

Demographically, the Hummel audience skews balanced with an average age of 35.8, and over-indexes on personality traits such as Tradition, Early Adopter Mentality.

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

The typical Hummel fan in Germany is balanced, around 35.8 years old, with strong Tradition tendencies and a notable affinity for Umbro.

Category: Sports · 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 Hummel profile in Germany.

Audience size
1.2M
in Germany
Gender
47.3%♀
52.7% male
Age
35.8
average years
Country rank
#5701
Brand in Germany
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Hummel

47.3% are female, 52.7% are male, average age 35.8.

Fig. 02

Gender split

47.3%
Female
52.7%
Male
Demographic split for Hummel audience in Germany
MetricValue
Female47.3%
Male52.7%
Average age35.8
Estimated audience size1,163,632
Fig. 03

Age distribution

Ø 35.8
average years
Age distribution of the Hummel audience in Germany
Age bracketShare%
16-1927%
20-2922%
30-3920%
40-4918%
50+13%
Fig. 04

Worldwide distribution

28.8%

of the worldwide Hummel audience comes from Germany.

Worldwide audience distribution share by country for Hummel
CountryShare
Germany28.8%
Denmark4.5%
Japan4.5%
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 Hummel audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hummel customers by region in Germany
#RegionReachAffinity×
01Schleswig-Holstein~60K1.35×
02Hamburg~30K1.21×
03Bremen~10K1.16×
04Niedersachsen~100K1.14×
05Nordrhein-Westfalen~300K1.09×
06Baden-Württemberg~200K0.97×
07Sachsen~60K0.96×
08Bayern~200K0.94×
09Mecklenburg-Vorpommern~20K0.94×
10Hessen~80K0.93×
11Sachsen-Anhalt~30K0.93×
12Brandenburg~30K0.92×
13Rheinland-Pfalz~50K0.90×
14Saarland~10K0.88×
15Berlin~50K0.87×
16Thüringen~30K0.84×
Fig. 06

Affinity by region

Affinity by region — Hummel, Germany
0.84×1.00×1.35×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hummel audience
#·InterestCategoryAffinity×
01UmbroSports57.51×
02Kappa (company)Fashion & Accessoires25.80×
03DiadoraFashion & Accessoires14.12×
04Reiss (brand)Fashion & Accessoires13.85×
05DC ShoesFashion & Accessoires9.08×
06Banana RepublicFashion & Accessoires7.53×
07SkechersFashion & Accessoires7.40×
08Fila (company)Fashion & Accessoires7.24×
09The Timberland CompanyFashion & Accessoires6.84×
10Xabi AlonsoSports6.24×
11SpVgg Greuther FürthSports5.48×
12Sneaker collectingFashion & Accessoires4.29×
13Frauen-BundesligaSports4.13×
14MangoShopping3.38×
15Ligue 1Sports3.22×
16New BalanceFashion & Accessoires2.72×
17KickerSports2.69×
18GymnasticsSports2.22×
19IHF World Men's Handball ChampionshipSports2.11×
20SV Werder BremenSports1.72×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hummel 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 Hummel audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.37×
Early Adopter MentalityPOWER1.33×
Price SensitivityPREMIUM1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hummel audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.82×
DIY MentalityTHRILL0.93×
IndividualismJOY0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Hummel's target market in Germany?

Hummel's target market in Germany covers an estimated 1,163,632 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Hummel customers?

47.3% of the Hummel audience are female, 52.7% are male, with an average age of 35.8 years.

03

Which brands do Hummel fans like most?

Hummel fans show strongest brand affinity for Umbro (57.51×), Kappa (company) (25.8×), and Reiss (brand) (13.85×) over the country average.

04

Where do Hummel fans live in Germany?

Hummel fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Hummel fans also like?

Beyond Hummel itself, the audience over-indexes on Kappa (company) (25.8×), Reiss (brand) (13.85×), Skechers (7.4×), and Xabi Alonso (6.24×) compared to the Germany average.

Appendix

Explore more audiences

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

More Sports audiences in Germany

See Hummel audiences in other countries

How to read this data

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