Mammut Audience in Germany
Mammut has an estimated audience of 469,633 people in Germany. 35.0% are female, 65.0% are male, average age 40.1. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Nordic walking, Arc'teryx, Outerwear, Patagonia, Canada Goose.
The average Mammut fan in Germany is 40.1 years old, more male, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include Nordic walking, Arc'teryx, Outerwear, with strongest over-indexing on Nordic walking (31.5× the country average). Demographically, the Mammut audience skews more male with an average age of 40.1, and over-indexes on personality traits such as Design Affinity, Early Adopter Mentality. 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 · Subtype: Outdoor
Demographics of Mammut fans
| Metric | Value |
|---|---|
| Female | 35.0% |
| Male | 65.0% |
| Average age | 40.1 |
| Estimated audience size | 469,633 |
Audience persona
The typical Mammut fan in Germany is more male, around 40.1 years old, with strong Design Affinity tendencies and a notable affinity for Nordic walking.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 181,218 | 1.52× |
| Nordrhein-Westfalen | 179,041 | 1.11× |
| Baden-Württemberg | 146,860 | 1.45× |
| Niedersachsen | 67,160 | 0.93× |
| Hessen | 66,241 | 1.17× |
| Rheinland-Pfalz | 42,515 | 1.15× |
| Sachsen | 38,759 | 1.07× |
| Berlin | 30,363 | 0.92× |
| Schleswig-Holstein | 21,681 | 0.82× |
| Thüringen | 18,796 | 1× |
| Brandenburg | 18,714 | 0.82× |
| Sachsen-Anhalt | 14,936 | 0.78× |
| Hamburg | 14,864 | 0.89× |
| Mecklenburg-Vorpommern | 10,347 | 0.73× |
| Saarland | 8,500 | 0.94× |
| Bremen | 4,509 | 0.71× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Nordic walking | 31.5× | Sports |
| Arc'teryx | 15.11× | Fashion & Accessoires |
| Outerwear | 10.1× | Fashion & Accessoires |
| Patagonia | 10.15× | Fashion & Accessoires |
| Canada Goose | 13.85× | Fashion & Accessoires |
| Balmain | 14.43× | Fashion & Accessoires |
| Skis Rossignol | 24.34× | Sports |
| Western Union | 5.73× | Business & Career |
| SportScheck | 9.72× | Shopping |
| Mountain biking | 5.46× | Sports |
| AllSaints | 22.55× | Shopping |
| Gore-Tex | 16.54× | Fashion & Accessoires |
| Aveda | 17.88× | Beauty & Wellness |
| The North Face | 5.79× | Fashion & Accessoires |
| Boulanger | 12.71× | Shopping |
| FIFA Club World Cup | 7.24× | Sports |
| Victoria Beckham | 9.62× | Fashion & Accessoires |
| Intersport | 4.96× | Shopping |
| Under Armour | 5.43× | Fashion & Accessoires |
| Waldorf Astoria Hotels & Resorts | 20× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 2.26 |
| Early Adopter Mentality | POWER | 1.75 |
| Sustainability | BALANCE | 1.59 |
| Sports Activity | POWER | 1.58 |
| Luxury Orientation | PREMIUM | 1.4 |
| Indulgence | JOY | 1.34 |
Worldwide distribution
| Country | Share |
|---|---|
| Japan | 22.1% |
| Germany | 17.0% |
| Italy | 12.2% |
See Mammut audiences in other countries
More Outdoor audiences in Germany
- Revolution Race (3,343,153)
- The North Face (3,007,873)
- Jack Wolfskin (1,944,192)
- The Timberland Company (1,455,625)
- Arc'teryx (1,324,605)
Frequently asked questions
How many fans does Mammut have in Germany?
Mammut has an estimated audience of 469,633 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Mammut fans?
35.0% of Mammut fans are female, 65.0% are male, with an average age of 40.1 years.
Which brands do Mammut fans like most?
Mammut fans show strongest brand affinity for Nordic walking (31.5×), Arc'teryx (15.11×), and Outerwear (10.1×) over the country average.
Where do Mammut fans live in Germany?
Mammut fans in Germany are most concentrated in Bayern (reach 181,218), Nordrhein-Westfalen (reach 179,041), and Baden-Württemberg (reach 146,860). These three regions account for the largest share of the active audience.
What other brands do Mammut fans also like?
Beyond Mammut itself, the audience over-indexes on Arc'teryx (15.11×), Outerwear (10.1×), Patagonia (10.15×), and Canada Goose (13.85×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Mammut. 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.