Rascasse Audience Intelligence

TOMS Target Market in Germany

A data profile of the people who buy, follow and care about TOMS in Germany — modelled from more than twelve digital signal sources. TOMS has an estimated audience of 301,855 people in Germany.

#21among Footwear in Germany#2200among Brand in Germany#804in Fashion & Accessoires

The average TOMS fan in Germany is 37.2 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include TK Maxx, Do it yourself (DIY), Ina Müller, with strongest over-indexing on TK Maxx (3.27× the country average).

Demographically, the TOMS audience skews more female with an average age of 37.2, and over-indexes on personality traits such as Sustainability, DIY Mentality.

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

The typical TOMS fan in Germany is more female, around 37.2 years old, with strong Sustainability tendencies and a notable affinity for TK Maxx.

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

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 TOMS profile in Germany.

Audience size
302K
in Germany
Gender
78.5%♀
21.5% male
Age
37.2
average years
Country rank
#17232
Brand in Germany
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of TOMS

78.5% are female, 21.5% are male, average age 37.2.

Fig. 02

Gender split

78.5%
Female
21.5%
Male
Demographic split for TOMS audience in Germany
MetricValue
Female78.5%
Male21.5%
Average age37.2
Estimated audience size301,855
Fig. 03

Age distribution

Ø 37.2
average years
Age distribution of the TOMS audience in Germany
Age bracketShare%
16-1921%
20-2925%
30-3923%
40-4916%
50+16%
Fig. 04

Worldwide distribution

3.2%

of the worldwide TOMS audience comes from Germany.

Worldwide audience distribution share by country for TOMS
CountryShare
United States26.0%
India6.7%
Brazil6.5%
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 TOMS audience in Germany is strongest.

Fig. 05

Top regions by affinity

TOMS customers by region in Germany
#RegionReachAffinity×
01Hessen~30K1.18×
02Baden-Württemberg~50K1.13×
03Nordrhein-Westfalen~70K1.09×
04Bremen~3K1.09×
05Hamburg~7K1.05×
06Niedersachsen~30K1.03×
07Schleswig-Holstein~10K1.01×
08Sachsen~10K1.00×
09Rheinland-Pfalz~10K0.96×
10Berlin~10K0.96×
11Sachsen-Anhalt~7K0.96×
12Thüringen~7K0.95×
13Bayern~50K0.94×
14Brandenburg~9K0.91×
15Saarland~3K0.91×
16Mecklenburg-Vorpommern~5K0.86×
Fig. 06

Affinity by region

Affinity by region — TOMS, Germany
0.86×1.00×1.18×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for TOMS audience
#·InterestCategoryAffinity×
01LongchampFashion & Accessoires5.24×
02Ina MüllerMovies & TV5.00×
03Downton AbbeyMovies & TV4.45×
04LeggingsFashion & Accessoires3.65×
05BirkenstockFashion & Accessoires3.56×
06Picture bookLiterature3.30×
07TK MaxxShopping3.27×
08SatireLiterature3.13×
09Do it yourself (DIY)Home & Garden2.78×
10Fair tradeBusiness & Career2.70×
11Singer-songwriterMusic & Radio2.48×
12UniqloShopping2.32×
13FlixBusCars & Mobility2.25×
14QVCMovies & TV2.16×
15RTL TelevisionMovies & TV2.13×
16EtsyFashion & Accessoires2.13×
17EntrepreneurshipBusiness & Career2.12×
18PrimarkShopping2.12×
19Müller (company)Food & Beverages1.65×
20IKEAHome & Garden1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the TOMS 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 TOMS audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.95×
DIY MentalityTHRILL1.63×
Design AffinityPREMIUM1.58×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by TOMS audience · Rather not
TraitClusterDeviationScore
Career OrientationPOWER0.75×
Social Media UsageJOY0.76×
Luxury OrientationPREMIUM0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is TOMS's target market in Germany?

TOMS's target market in Germany covers an estimated 301,855 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of TOMS customers?

78.5% of the TOMS audience are female, 21.5% are male, with an average age of 37.2 years.

03

Which brands do TOMS fans like most?

TOMS fans show strongest brand affinity for TK Maxx (3.27×), Do it yourself (DIY) (2.78×), and Ina Müller (5×) over the country average.

04

Where do TOMS fans live in Germany?

TOMS fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Baden-Württemberg (reach ~50K), and Bayern (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do TOMS fans also like?

Beyond TOMS itself, the audience over-indexes on Do it yourself (DIY) (2.78×), Ina Müller (5×), Leggings (3.65×), and Birkenstock (3.56×) compared to the Germany average.

Appendix

Explore more audiences

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

More Footwear audiences in Germany

See TOMS audiences in other countries

How to read this data

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