Rascasse Audience Intelligence

UGG Australia Target Market in Germany

A data profile of the people who buy, follow and care about UGG Australia in Germany — modelled from more than twelve digital signal sources. UGG Australia has an estimated audience of 341,553 people in Germany.

#20among Footwear in Germany#2013among Brand in Germany#747in Fashion & Accessoires

The average UGG Australia fan in Germany is 37.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include American Vintage, Music, Arts and music, with strongest over-indexing on American Vintage (12.81× the country average).

Demographically, the UGG Australia audience skews more female with an average age of 37.9, and over-indexes on personality traits such as Early Adopter Mentality, Individualism.

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

The typical UGG Australia fan in Germany is more female, around 37.9 years old, with strong Early Adopter Mentality tendencies and a notable affinity for American Vintage.

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 UGG Australia profile in Germany.

Audience size
342K
in Germany
Gender
73.7%♀
26.3% male
Age
37.9
average years
Country rank
#15798
Brand in Germany
Fig. 01

Search interest · 12-month trend

-28%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of UGG Australia

73.7% are female, 26.3% are male, average age 37.9.

Fig. 02

Gender split

73.7%
Female
26.3%
Male
Demographic split for UGG Australia audience in Germany
MetricValue
Female73.7%
Male26.3%
Average age37.9
Estimated audience size341,553
Fig. 03

Age distribution

Ø 37.9
average years
Age distribution of the UGG Australia audience in Germany
Age bracketShare%
16-1919%
20-2922%
30-3924%
40-4922%
50+13%
Fig. 04

Worldwide distribution

9.7%

of the worldwide UGG Australia audience comes from Germany.

Worldwide audience distribution share by country for UGG Australia
CountryShare
United States36.7%
Australia13.0%
United Kingdom9.9%
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 UGG Australia audience in Germany is strongest.

Fig. 05

Top regions by affinity

UGG Australia customers by region in Germany
#RegionReachAffinity×
01Hamburg~10K1.39×
02Berlin~20K1.30×
03Hessen~30K1.29×
04Nordrhein-Westfalen~90K1.18×
05Bayern~60K1.14×
06Baden-Württemberg~50K1.06×
07Rheinland-Pfalz~20K1.06×
08Schleswig-Holstein~10K1.05×
09Bremen~3K1.04×
10Niedersachsen~30K1.00×
11Saarland~4K0.98×
12Mecklenburg-Vorpommern~6K0.91×
13Brandenburg~10K0.90×
14Sachsen-Anhalt~8K0.89×
15Thüringen~8K0.89×
16Sachsen~10K0.81×
Fig. 06

Affinity by region

Affinity by region — UGG Australia, Germany
0.81×1.00×1.39×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for UGG Australia audience
#·InterestCategoryAffinity×
01TevaFashion & Accessoires34.81×
02HöglFashion & Accessoires22.05×
03Brogue shoeFashion & Accessoires18.72×
04American VintageFashion & Accessoires12.81×
05Rieker ShoesFashion & Accessoires11.08×
06PoloSports5.67×
07The Timberland CompanyFashion & Accessoires5.18×
08Apotheken UmschauHealth4.87×
09PatagoniaFashion & Accessoires3.73×
10GitHubInternet & Social Media3.28×
11Let the Right One In (film)Movies & TV2.81×
12DecorationHome & Garden2.35×
13Shop ApothekeShopping2.18×
14Home DesignHome & Garden2.13×
15Galatasaray S.K.Sports2.07×
16Dog loversPets & Animals2.05×
17BarbieMovies & TV2.02×
18PrimarkShopping1.79×
19MusicBusiness & Career1.78×
20Arts and musicArts & Culture1.74×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the UGG Australia 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 UGG Australia audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.77×
IndividualismJOY1.29×
Design AffinityPREMIUM1.24×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by UGG Australia audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.61×
PatriotismCONSERVATISM0.71×
Social Media UsageJOY0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is UGG Australia's target market in Germany?

UGG Australia's target market in Germany covers an estimated 341,553 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of UGG Australia customers?

73.7% of the UGG Australia audience are female, 26.3% are male, with an average age of 37.9 years.

03

Which brands do UGG Australia fans like most?

UGG Australia fans show strongest brand affinity for American Vintage (12.81×), Music (1.78×), and Arts and music (1.74×) over the country average.

04

Where do UGG Australia fans live in Germany?

UGG Australia fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~90K), Bayern (reach ~60K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do UGG Australia fans also like?

Beyond UGG Australia itself, the audience over-indexes on Music (1.78×), Arts and music (1.74×), Rieker Shoes (11.08×), and Teva (34.81×) compared to the Germany average.

Appendix

Explore more audiences

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

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See UGG Australia audiences in other countries

How to read this data

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