Rascasse Audience Intelligence

Fjällräven Target Market in United States

Fjällräven has an estimated audience of 1.6M people in United States.

#6among Bags and accessories in United States
#1833among brands in United States#735in Fashion & Accessoires

The average Fjällräven fan in United States is 38.3 years old, balanced, and lives primarily in California.

By number of fans, Fjällräven ranks #7 among the 38 objects in Bags and accessories in United States — 5.4× the group median.

Its fans are 0.8 years older than the group average of 37.5.

Women make up 48.8% of the fan base, 15.0 percentage points fewer than the group average.

Compared with the other 37 objects in Bags and accessories, Fjällräven fans stand out for their interest in Helly Hansen, Nordic skiing and Indoor climbing.

Most fans live in California, New York, Washington.

Top affinities include Helly Hansen, Nordic skiing, Indoor climbing, with strongest over-indexing on Helly Hansen (20.5× the country average).

Demographically, the Fjällräven audience skews balanced with an average age of 38.3, and over-indexes on personality traits such as Design Affinity, Pet Ownership.

The typical Fjällräven fan in United States is balanced, around 38.3 years old, with strong Design Affinity tendencies and a notable affinity for Helly Hansen.

Category: Fashion & Accessoires · Type: Brand · Subtype: Bags and accessories

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
1.6M
in United States
Gender
48.8%♀
51.2% male
Age
38.3
average years
Country rank
#16480
among all objects in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Fjällräven

48.8% are female, 51.2% are male, average age 38.3.

Fig. 02

Gender split

48.8%
Female
51.2%
Male
Demographic split for Fjällräven audience in United States
MetricValue
Female48.8%
Male51.2%
Average age38.3
Estimated audience size1.6M
Fig. 03

Age distribution

Ø 38.3
average years
Age distribution of the Fjällräven audience in United States
Age bracketShare%
16-2423%
25-3422%
35-4419%
45-5418%
55+18%
Fig. 04

Worldwide distribution

17.2%

of the worldwide Fjällräven audience comes from United States.

Worldwide audience distribution share by country for Fjällräven
CountryShare
United States17.2%
Germany12.6%
United Kingdom7.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Fjällräven customers by region in United States
#RegionReachAffinity×
01Alaska~10K3.62×
02Colorado~70K2.63×
03Vermont~8K2.61×
04Montana~10K2.31×
05Washington~80K2.13×
06Oregon~40K2.06×
07Maine~10K1.77×
08Minnesota~50K1.73×
09Massachusetts~60K1.66×
10New Hampshire~9K1.38×
11New York~100K1.28×
12Wyoming~4K1.27×
13Washington, District of Columbia~4K1.22×
14Utah~20K1.20×
15Idaho~10K1.09×
16California~200K1.06×
17Illinois~70K1.05×
18Wisconsin~30K1.00×
19Michigan~40K0.89×
20Connecticut~20K0.86×
21Rhode Island~4K0.86×
22Virginia~30K0.82×
23New Mexico~8K0.81×
24North Dakota~3K0.81×
25New Jersey~40K0.78×
26South Dakota~3K0.76×
27Hawaii~5K0.75×
28Maryland~20K0.71×
29Pennsylvania~40K0.69×
30Iowa~10K0.69×
31North Carolina~40K0.68×
32Nebraska~6K0.63×
33Nevada~10K0.60×
34Arizona~20K0.59×
35Ohio~30K0.57×
36Tennessee~20K0.57×
37Kansas~8K0.57×
38Indiana~20K0.55×
39Arkansas~8K0.55×
40West Virginia~5K0.55×
41Georgia~30K0.53×
42Missouri~20K0.52×
43Kentucky~10K0.52×
44Oklahoma~9K0.47×
45Texas~50K0.46×
46South Carolina~10K0.44×
47Alabama~10K0.43×
48Florida~40K0.38×
49Mississippi~5K0.38×
50Louisiana~9K0.37×
Fig. 06

Affinity by region

Affinity by region — Fjällräven, United States
0.37×1.00×3.62×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Fjällräven audience vs. the country average
#·InterestCategoryAffinity×
01Helly HansenFashion & Accessoires20.50×
02Nordic skiingSports14.22×
03Indoor climbingSports13.80×
04Free climbingSports9.37×
05UniqloShopping7.05×
06EverlaneFashion & Accessoires7.00×
07Travel AdventuresTravel & Leisure6.45×
08BirkenstockFashion & Accessoires6.04×
09Aerie (American Eagle Outfitters)Brand4.92×
10AerieShopping4.79×
11Sports equipmentSports4.76×
12UtahTravel & Leisure4.61×
13Urban OutfittersShopping4.55×
14Survival skillsPolitics & Society3.50×
15Trader Joe'sShopping2.34×
16VideoMovies & TV1.99×
17ShoesFashion & Accessoires1.97×
18BeautyBeauty & Wellness1.75×
19BeveragesFood & Beverages1.74×
20Food and drinkFood & Beverages1.55×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Fjällräven audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Fjällräven audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.90×
Pet OwnershipJOY1.63×
SustainabilityBALANCE1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Fjällräven audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.62×
TraditionCONSERVATISM0.73×
Career OrientationPOWER0.89×
0×1.00× baseline2×
Appendix

Explore more audiences

More Bags and accessories audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Fjällräven over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/fjallraven-13710” · Methodology