Rascasse Audience Intelligence

Salewa Target Market in Germany

A data profile of the people who buy, follow and care about Salewa in Germany — modelled from more than twelve digital signal sources. Salewa has an estimated audience of 462,849 people in Germany.

#1629among Brand in Germany#601in Fashion & Accessoires

The average Salewa fan in Germany is 37.1 years old, more male, and lives primarily in Bayern.

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

Top brand affinities include Vaude, Digital modeling and fabrication, Craghoppers, with strongest over-indexing on Vaude (93.03× the country average).

Demographically, the Salewa audience skews more male with an average age of 37.1, and over-indexes on personality traits such as Patriotism, DIY Mentality.

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

The typical Salewa fan in Germany is more male, around 37.1 years old, with strong Patriotism tendencies and a notable affinity for Vaude.

Category: Fashion & Accessoires · 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 Salewa profile in Germany.

Audience size
463K
in Germany
Gender
38.3%♀
61.7% male
Age
37.1
average years
Country rank
#12497
Brand in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Salewa

38.3% are female, 61.7% are male, average age 37.1.

Fig. 02

Gender split

38.3%
Female
61.7%
Male
Demographic split for Salewa audience in Germany
MetricValue
Female38.3%
Male61.7%
Average age37.1
Estimated audience size462,849
Fig. 03

Age distribution

Ø 37.1
average years
Age distribution of the Salewa audience in Germany
Age bracketShare%
16-1920%
20-2923%
30-3925%
40-4922%
50+10%
Fig. 04

Worldwide distribution

29.8%

of the worldwide Salewa audience comes from Germany.

Worldwide audience distribution share by country for Salewa
CountryShare
Germany29.8%
Italy20.4%
Poland10.7%
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 Salewa audience in Germany is strongest.

Fig. 05

Top regions by affinity

Salewa customers by region in Germany
#RegionReachAffinity×
01Bayern~200K2.71×
02Baden-Württemberg~100K1.80×
03Saarland~7K1.23×
04Hessen~40K1.17×
05Rheinland-Pfalz~30K1.17×
06Sachsen~30K1.14×
07Thüringen~10K1.06×
08Berlin~20K0.82×
09Nordrhein-Westfalen~80K0.80×
10Hamburg~7K0.69×
11Brandenburg~10K0.68×
12Sachsen-Anhalt~8K0.67×
13Bremen~3K0.65×
14Niedersachsen~30K0.62×
15Mecklenburg-Vorpommern~5K0.62×
16Schleswig-Holstein~9K0.56×
Fig. 06

Affinity by region

Affinity by region — Salewa, Germany
0.56×1.00×2.71×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Salewa audience
#·InterestCategoryAffinity×
01Digital modeling and fabricationTopic267.80×
02CraghoppersFashion & Accessoires188.75×
03CavingTravel & Leisure141.50×
04VaudeFashion & Accessoires93.03×
05ZazzleFashion & Accessoires78.17×
06BergenTravel & Leisure77.32×
07Pocono MountainsTravel & Leisure75.47×
08Nixon (film)Movies & TV59.58×
09RC Car ActionKids & Family59.38×
10Wild AdventuresTravel & Leisure52.27×
11Haunted attraction (simulated)Travel & Leisure42.35×
12Arc weldingHome & Garden35.84×
13OdloSports27.10×
14Gal GadotFashion & Accessoires15.03×
15Arc'teryxFashion & Accessoires11.11×
16Got BagFashion & Accessoires10.78×
17Margot RobbieMovies & TV10.72×
18Margaret QualleyMovies & TV10.72×
19Ryan ReynoldsMovies & TV9.51×
20Outdoor recreationSports2.11×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Salewa 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 Salewa audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.67×
DIY MentalityTHRILL1.52×
Sports ActivityPOWER1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Salewa audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.90×
Early Adopter MentalityPOWER0.91×
Social Media UsageJOY0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Salewa's target market in Germany?

Salewa's target market in Germany covers an estimated 462,849 people, concentrated in Bayern and Baden-Württemberg.

02

What is the gender split and age of Salewa customers?

38.3% of the Salewa audience are female, 61.7% are male, with an average age of 37.1 years.

03

Which brands do Salewa fans like most?

Salewa fans show strongest brand affinity for Vaude (93.03×), Digital modeling and fabrication (267.8×), and Craghoppers (188.75×) over the country average.

04

Where do Salewa fans live in Germany?

Salewa fans in Germany are most concentrated in Bayern (reach ~200K), Baden-Württemberg (reach ~100K), and Nordrhein-Westfalen (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Salewa fans also like?

Beyond Salewa itself, the audience over-indexes on Digital modeling and fabrication (267.8×), Craghoppers (188.75×), Bergen (77.32×), and Caving (141.5×) compared to the Germany average.

Appendix

Explore more audiences

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

More Fashion & Accessoires audiences in Germany

See Salewa audiences in other countries

How to read this data

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