Merrell (company) Audience in Germany
Merrell (company) has an estimated audience of 228,466 people in Germany. 43.3% are female, 56.7% are male, average age 36.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: FRITZ!Box, Skechers, Salewa, Hiking boot, Salomon.
The average Merrell (company) fan in Germany is 36.7 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include FRITZ!Box, Skechers, Salewa, with strongest over-indexing on FRITZ!Box (7.25× the country average). Demographically, the Merrell (company) audience skews more male with an average age of 36.7, and over-indexes on personality traits such as Sustainability, Family Orientation. 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 Merrell (company) fans
| Metric | Value |
|---|---|
| Female | 43.3% |
| Male | 56.7% |
| Average age | 36.7 |
| Estimated audience size | 228,466 |
Audience persona
The typical Merrell (company) fan in Germany is more male, around 36.7 years old, with strong Sustainability tendencies and a notable affinity for FRITZ!Box.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 45,566 | 0.91× |
| Bayern | 40,179 | 1.09× |
| Baden-Württemberg | 31,633 | 1.01× |
| Hessen | 19,734 | 1.13× |
| Berlin | 18,475 | 1.81× |
| Niedersachsen | 18,247 | 0.82× |
| Sachsen | 14,656 | 1.31× |
| Rheinland-Pfalz | 11,751 | 1.03× |
| Schleswig-Holstein | 6,763 | 0.82× |
| Thüringen | 5,971 | 1.03× |
| Hamburg | 5,655 | 1.1× |
| Brandenburg | 5,262 | 0.74× |
| Sachsen-Anhalt | 4,407 | 0.74× |
| Mecklenburg-Vorpommern | 3,726 | 0.85× |
| Saarland | 2,231 | 0.8× |
| Bremen | 1,561 | 0.8× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| FRITZ!Box | 7.25× | Technology & Electronics |
| Skechers | 11.35× | Fashion & Accessoires |
| Salewa | 21.75× | Fashion & Accessoires |
| Hiking boot | 7.55× | Fashion & Accessoires |
| Salomon | 11.94× | Fashion & Accessoires |
| Esso | 4.72× | Cars & Mobility |
| Outside (magazine) | 7.42× | Home & Garden |
| Dietitian | 8.07× | Health |
| AutoScout24 | 2.26× | Cars & Mobility |
| TP-Link | 12.21× | Technology & Electronics |
| E.ON | 4.22× | Home & Garden |
| Britax | 7.54× | Kids & Family |
| Lieferando.de | 2.05× | Food & Beverages |
| RVs | 2.42× | Cars & Mobility |
| Deutsche Bank | 2.98× | Business & Career |
| Electronic funds transfer | 2.25× | Business & Career |
| Netto Marken-Discount | 1.75× | Shopping |
| Bauhaus | 1.79× | Shopping |
| Edeka | 1.67× | Shopping |
| Hornbach | 1.91× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 1.8 |
| Family Orientation | CONSERVATISM | 1.55 |
| Sports Activity | POWER | 1.5 |
| Urban Lifestyle | OPEN | 1.45 |
| Patriotism | CONSERVATISM | 1.36 |
| Early Adopter Mentality | POWER | 1.35 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 30.1% |
| Japan | 8.6% |
| Chile | 6.7% |
See Merrell (company) 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 Merrell (company) have in Germany?
Merrell (company) has an estimated audience of 228,466 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Merrell (company) fans?
43.3% of Merrell (company) fans are female, 56.7% are male, with an average age of 36.7 years.
Which brands do Merrell (company) fans like most?
Merrell (company) fans show strongest brand affinity for FRITZ!Box (7.25×), Skechers (11.35×), and Salewa (21.75×) over the country average.
Where do Merrell (company) fans live in Germany?
Merrell (company) fans in Germany are most concentrated in Nordrhein-Westfalen (reach 45,566), Bayern (reach 40,179), and Baden-Württemberg (reach 31,633). These three regions account for the largest share of the active audience.
What other brands do Merrell (company) fans also like?
Beyond Merrell (company) itself, the audience over-indexes on Skechers (11.35×), Salewa (21.75×), Hiking boot (7.55×), and Salomon (11.94×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Merrell (company). 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.