Rascasse Audience Intelligence

Havaianas Target Market in United States

A data profile of the people who buy, follow and care about Havaianas in United States — modelled from more than twelve digital signal sources. Havaianas has an estimated audience of 1,177,101 people in United States.

#2170among Brand in United States#878in Fashion & Accessoires

The average Havaianas fan in United States is 38.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, Florida, New York.

Top brand affinities include Brasserie, road runner sports, Birkenstock, with strongest over-indexing on Brasserie (153.92× the country average).

Demographically, the Havaianas audience skews more female with an average age of 38.4, and over-indexes on personality traits such as Luxury Orientation, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Havaianas fan in United States is more female, around 38.4 years old, with strong Luxury Orientation tendencies and a notable affinity for Brasserie.

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 Havaianas profile in United States.

Audience size
1.2M
in United States
Gender
74.2%♀
25.8% male
Age
38.4
average years
Country rank
#21166
Brand in United States
Fig. 01

Search interest · 12-month trend

+138%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Havaianas

74.2% are female, 25.8% are male, average age 38.4.

Fig. 02

Gender split

74.2%
Female
25.8%
Male
Demographic split for Havaianas audience in United States
MetricValue
Female74.2%
Male25.8%
Average age38.4
Estimated audience size1,177,101
Fig. 03

Age distribution

Ø 38.4
average years
Age distribution of the Havaianas audience in United States
Age bracketShare%
16-1921%
20-2919%
30-3921%
40-4923%
50+16%
Fig. 04

Worldwide distribution

6.6%

of the worldwide Havaianas audience comes from United States.

Worldwide audience distribution share by country for Havaianas
CountryShare
Brazil47.1%
United States6.6%
Italy6.0%
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

Where the Havaianas audience in United States is strongest.

Fig. 05

Top regions by affinity

Havaianas customers by region in United States
#RegionReachAffinity×
01Hawaii~30K7.03×
02Florida~200K2.51×
03Massachusetts~40K1.94×
04California~200K1.78×
05New York~90K1.76×
06New Jersey~40K1.63×
07Washington, District of Columbia~4K1.48×
08Connecticut~10K1.47×
09Nevada~10K1.38×
10Rhode Island~3K1.13×
11Arizona~20K1.03×
12Utah~9K1.02×
13Texas~80K0.97×
14Maryland~20K0.96×
15Virginia~20K0.95×
16Illinois~30K0.93×
17Georgia~30K0.93×
18Oregon~10K0.93×
19New Hampshire~3K0.93×
20Washington~20K0.92×
21Vermont~1K0.90×
22South Carolina~10K0.89×
23North Carolina~20K0.88×
24Maine~3K0.87×
25Pennsylvania~30K0.85×
26Delaware~2K0.85×
27Colorado~10K0.79×
28Montana~2K0.72×
29Minnesota~10K0.71×
30Alaska~1K0.71×
31Idaho~3K0.69×
32Tennessee~10K0.68×
33Wisconsin~9K0.66×
34Kansas~5K0.66×
35Louisiana~8K0.65×
36North Dakota~1K0.65×
37Michigan~20K0.64×
38Oklahoma~7K0.64×
39Missouri~9K0.62×
40South Dakota~1K0.62×
41Alabama~8K0.61×
42Nebraska~3K0.61×
43New Mexico~3K0.61×
44Kentucky~7K0.60×
45Indiana~10K0.59×
46Arkansas~4K0.58×
47West Virginia~3K0.58×
48Mississippi~4K0.57×
49Iowa~4K0.57×
50Ohio~20K0.56×
Fig. 06

Affinity by region

Affinity by region — Havaianas, United States
0.56×1.00×7.03×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Havaianas audience
#·InterestCategoryAffinity×
01BrasserieFood & Beverages153.92×
02Bosco WongMovies & TV125.73×
03IPANEMATravel & Leisure94.25×
04Walter RisoLiterature86.97×
05road runner sportsShopping58.43×
06OpenRiceFood & Beverages52.76×
07BengalTravel & Leisure22.35×
08MarvelsLiterature16.25×
09James GandolfiniMovies & TV11.25×
10BirkenstockFashion & Accessoires10.62×
11Kurt GeigerFashion & Accessoires9.20×
12Flip-flopsFashion & Accessoires8.79×
13SlipperFashion & Accessoires7.28×
14SandalFashion & Accessoires4.15×
15BarbieMovies & TV3.73×
16Nordstrom rackFashion & Accessoires3.21×
17Macy'sShopping2.78×
18Old NavyFashion & Accessoires2.65×
19Kohl'sShopping2.21×
20SupermanMovies & TV2.11×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Havaianas 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 Havaianas audience · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.91×
Design AffinityPREMIUM1.72×
CreativityOPEN1.54×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Havaianas audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.86×
Need for SecurityCONSERVATISM0.91×
Risk AppetiteTHRILL0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Havaianas's target market in United States?

Havaianas's target market in United States covers an estimated 1,177,101 people, concentrated in California and Florida.

02

What is the gender split and age of Havaianas customers?

74.2% of the Havaianas audience are female, 25.8% are male, with an average age of 38.4 years.

03

Which brands do Havaianas fans like most?

Havaianas fans show strongest brand affinity for Brasserie (153.92×), road runner sports (58.43×), and Birkenstock (10.62×) over the country average.

04

Where do Havaianas fans live in United States?

Havaianas fans in United States are most concentrated in California (reach ~200K), Florida (reach ~200K), and New York (reach ~90K). These three regions account for the largest share of the active audience.

05

What other brands do Havaianas fans also like?

Beyond Havaianas itself, the audience over-indexes on road runner sports (58.43×), Birkenstock (10.62×), IPANEMA (94.25×), and Superman (2.11×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Havaianas. 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 United States. 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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