REI Target Market in Germany
A data profile of the people who buy, follow and care about REI in Germany — modelled from more than twelve digital signal sources. REI has an estimated audience of 890,111 people in Germany.
The average REI fan in Germany is 32.9 years old, more male, and lives primarily in Bayern.
The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg.
Top brand affinities include Ski resort, Campfire, Sunday Brunch, with strongest over-indexing on Ski resort (5.25× the country average).
Demographically, the REI audience skews more male with an average age of 32.9, and over-indexes on personality traits such as Risk Appetite, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical REI fan in Germany is more male, around 32.9 years old, with strong Risk Appetite tendencies and a notable affinity for Ski resort.
At a glance
The key figures that characterise the REI profile in Germany.
Search interest · 12-month trend
Customer demographics of REI
40.3% are female, 59.7% are male, average age 32.9.
Gender split
| Metric | Value |
|---|---|
| Female | 40.3% |
| Male | 59.7% |
| Average age | 32.9 |
| Estimated audience size | 890,111 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 36% | |
| 20-29 | 22% | |
| 30-39 | 19% | |
| 40-49 | 15% | |
| 50+ | 9% |
Worldwide distribution
of the worldwide REI audience comes from Germany.
| Country | Share |
|---|---|
| United States | 75.6% |
| Canada | 2.9% |
| Japan | 2.7% |
Geography
Where the REI audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bayern | ~200K | 1.58× | |
| 02 | Rheinland-Pfalz | ~60K | 1.30× | |
| 03 | Berlin | ~50K | 1.23× | |
| 04 | Hessen | ~80K | 1.15× | |
| 05 | Baden-Württemberg | ~100K | 1.07× | |
| 06 | Nordrhein-Westfalen | ~200K | 1.02× | |
| 07 | Hamburg | ~20K | 0.97× | |
| 08 | Bremen | ~7K | 0.94× | |
| 09 | Niedersachsen | ~80K | 0.91× | |
| 10 | Schleswig-Holstein | ~30K | 0.91× | |
| 11 | Saarland | ~10K | 0.90× | |
| 12 | Brandenburg | ~20K | 0.89× | |
| 13 | Thüringen | ~20K | 0.89× | |
| 14 | Sachsen | ~40K | 0.87× | |
| 15 | Sachsen-Anhalt | ~20K | 0.80× | |
| 16 | Mecklenburg-Vorpommern | ~10K | 0.80× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the REI audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Dollar General | Shopping | 42.80× | ||
| 02 | Vuelta a España | Sports | 7.44× | ||
| 03 | Campfire | Travel & Leisure | 7.41× | ||
| 04 | Truck camper | Cars & Mobility | 7.13× | ||
| 05 | Sunday Brunch | Kids & Family | 6.94× | ||
| 06 | Cross-country skiing | Sports | 6.61× | ||
| 07 | Isabel Marant | Fashion & Accessoires | 6.12× | ||
| 08 | Motorboat | Cars & Mobility | 6.01× | ||
| 09 | Ski touring | Sports | 5.97× | ||
| 10 | Travel Blogger | Travel & Leisure | 5.52× | ||
| 11 | Ski resort | Travel & Leisure | 5.25× | ||
| 12 | Cultural heritage | Politics & Society | 5.15× | ||
| 13 | National park | Travel & Leisure | 5.04× | ||
| 14 | Patagonia | Fashion & Accessoires | 4.68× | ||
| 15 | Hiking boot | Fashion & Accessoires | 4.48× | ||
| 16 | Golf course | Sports | 4.13× | ||
| 17 | Uniqlo | Shopping | 3.66× | ||
| 18 | Extreme sport | Sports | 3.62× | ||
| 19 | Livemusic | Music & Radio | 2.67× | ||
| 20 | Hugendubel | Shopping | 2.52× |
Personality of the REI audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 2.33× | |
| Travelling | THRILL | 1.95× | |
| Quality Awareness | PREMIUM | 1.90× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.73× | |
| Indulgence | JOY | 0.74× | |
| Price Sensitivity | PREMIUM | 0.77× |
Frequently asked questions
Who is REI's target market in Germany?
REI's target market in Germany covers an estimated 890,111 people, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of REI customers?
40.3% of the REI audience are female, 59.7% are male, with an average age of 32.9 years.
Which brands do REI fans like most?
REI fans show strongest brand affinity for Ski resort (5.25×), Campfire (7.41×), and Sunday Brunch (6.94×) over the country average.
Where do REI fans live in Germany?
REI fans in Germany are most concentrated in Bayern (reach ~200K), Nordrhein-Westfalen (reach ~200K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.
What other brands do REI fans also like?
Beyond REI itself, the audience over-indexes on Campfire (7.41×), Sunday Brunch (6.94×), Dollar General (42.8×), and Isabel Marant (6.12×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Outdoor audiences in Germany
- Revolution Race (3,385,747)
- The North Face (3,033,825)
- Jack Wolfskin (1,890,900)
- The Timberland Company (1,474,323)
- Arc'teryx (1,352,652)
See REI audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for REI. 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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