Rascasse Audience Intelligence

Puma Target Market in Germany

A data profile of the people who buy, follow and care about Puma in Germany — modelled from more than twelve digital signal sources. Puma has an estimated audience of 2,484,977 people in Germany.

#9among Sportswear in Germany#324among Brand in Germany#145in Fashion & Accessoires

The average Puma fan in Germany is 34.5 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include FIFA World Cup, Sports, Sneaker collecting, with strongest over-indexing on FIFA World Cup (1.68× the country average).

Demographically, the Puma audience skews balanced with an average age of 34.5, and over-indexes on personality traits such as Early Adopter Mentality, Price Sensitivity.

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

The typical Puma fan in Germany is balanced, around 34.5 years old, with strong Early Adopter Mentality tendencies and a notable affinity for FIFA World Cup.

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

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 Puma profile in Germany.

Audience size
2.5M
in Germany
Gender
51.5%♀
48.5% male
Age
34.5
average years
Country rank
#2656
Brand in Germany
Fig. 01

Search interest · 12-month trend

-22%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Puma

51.5% are female, 48.5% are male, average age 34.5.

Fig. 02

Gender split

51.5%
Female
48.5%
Male
Demographic split for Puma audience in Germany
MetricValue
Female51.5%
Male48.5%
Average age34.5
Estimated audience size2,484,977
Fig. 03

Age distribution

Ø 34.5
average years
Age distribution of the Puma audience in Germany
Age bracketShare%
16-1929%
20-2926%
30-3919%
40-4915%
50+12%
Fig. 04

Worldwide distribution

3.7%

of the worldwide Puma audience comes from Germany.

Worldwide audience distribution share by country for Puma
CountryShare
United States12.5%
Mexico8.3%
Brazil7.0%
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 Puma audience in Germany is strongest.

Fig. 05

Top regions by affinity

Puma customers by region in Germany
#RegionReachAffinity×
01Bayern~500K1.30×
02Nordrhein-Westfalen~700K1.18×
03Baden-Württemberg~400K1.18×
04Hessen~200K1.15×
05Hamburg~70K1.13×
06Berlin~100K1.07×
07Rheinland-Pfalz~100K1.02×
08Niedersachsen~300K1.01×
09Bremen~20K1.00×
10Schleswig-Holstein~90K0.94×
11Sachsen~100K0.90×
12Saarland~30K0.88×
13Thüringen~60K0.86×
14Brandenburg~70K0.85×
15Sachsen-Anhalt~50K0.82×
16Mecklenburg-Vorpommern~40K0.73×
Fig. 06

Affinity by region

Affinity by region — Puma, Germany
0.73×1.00×1.30×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Puma audience
#·InterestCategoryAffinity×
01Onitsuka TigerFashion & Accessoires8.95×
02Helly HansenFashion & Accessoires6.57×
03LollapaloozaMusic & Radio5.65×
04Paris Saint-Germain FémininesSports4.26×
05Sneaker collectingFashion & Accessoires3.83×
06Under ArmourFashion & Accessoires3.80×
07ASICSFashion & Accessoires3.43×
08NBA FinalsSports3.20×
09The North FaceFashion & Accessoires3.10×
10LacosteFashion & Accessoires3.09×
11ConverseFashion & Accessoires2.88×
12New BalanceFashion & Accessoires2.33×
13TwitchGames2.10×
14NikeFashion & Accessoires2.08×
15Sportswear (activewear)Fashion & Accessoires2.04×
16Drop shippingShopping2.00×
17TK MaxxShopping1.71×
18FIFA World CupSports1.68×
19SportsSports1.56×
20AdidasFashion & Accessoires1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Puma 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 Puma audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.59×
Price SensitivityPREMIUM1.08×
IndividualismJOY1.07×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Puma audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.53×
Quality AwarenessPREMIUM0.56×
SpiritualityBALANCE0.59×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Puma's target market in Germany?

Puma's target market in Germany covers an estimated 2,484,977 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Puma customers?

51.5% of the Puma audience are female, 48.5% are male, with an average age of 34.5 years.

03

Which brands do Puma fans like most?

Puma fans show strongest brand affinity for FIFA World Cup (1.68×), Sports (1.56×), and Sneaker collecting (3.83×) over the country average.

04

Where do Puma fans live in Germany?

Puma fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~500K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Puma fans also like?

Beyond Puma itself, the audience over-indexes on Sports (1.56×), Sneaker collecting (3.83×), Onitsuka Tiger (8.95×), and Nike (2.08×) compared to the Germany average.

Appendix

Explore more audiences

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

More Sportswear audiences in Germany

See Puma audiences in other countries

How to read this data

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