A data profile of the people who buy, follow and care about HEMA in Belgium — modelled from more than twelve digital signal sources. HEMA has an estimated audience of 1,865,133 people in Belgium.
The average HEMA fan in Belgium is 38.4 years old, more female, and lives primarily in East Flanders.
The audience is concentrated in East Flanders, Antwerp, West Flanders.
Top brand affinities include Showroomprive, Immoweb, Colruyt (supermarket), with strongest over-indexing on Showroomprive (12.08× the country average).
Demographically, the HEMA audience skews more female with an average age of 38.4, and over-indexes on personality traits such as Travelling, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical HEMA fan in Belgium is more female, around 38.4 years old, with strong Travelling tendencies and a notable affinity for Showroomprive.
The key figures that characterise the HEMA profile in Belgium.
76.6% are female, 23.4% are male, average age 38.4.
| Metric | Value |
|---|---|
| Female | 76.6% |
| Male | 23.4% |
| Average age | 38.4 |
| Estimated audience size | 1,865,133 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 24% | |
| 30-39 | 18% | |
| 40-49 | 19% | |
| 50+ | 19% |
of the worldwide HEMA audience comes from Belgium.
| Country | Share |
|---|---|
| Netherlands | 46.8% |
| France | 13.9% |
| Belgium | 13.1% |
Where the HEMA audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East Flanders | ~300K | 1.65× | |
| 02 | Antwerp | ~300K | 1.61× | |
| 03 | West Flanders | ~200K | 1.46× | |
| 04 | Flemish Brabant | ~200K | 1.41× | |
| 05 | Limburg | ~100K | 1.41× | |
| 06 | Brussels | ~100K | 1.13× | |
| 07 | Walloon Brabant | ~30K | 0.66× | |
| 08 | Luxembourg | ~20K | 0.47× | |
| 09 | Liege | ~70K | 0.44× | |
| 10 | Hainaut | ~80K | 0.41× | |
| 11 | Province of Namur | ~40K | 0.41× |
The strongest cross-interests of the HEMA audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Côté maison | Home & Garden | 24.28× | ||
| 02 | Showroomprive | Fashion & Accessoires | 12.08× | ||
| 03 | WE Fashion | Fashion & Accessoires | 5.60× | ||
| 04 | Bol.com | Shopping | 3.43× | ||
| 05 | Jumbo (supermarket) | Shopping | 2.46× | ||
| 06 | Immoweb | Home & Garden | 2.23× | ||
| 07 | Kruidvat | Shopping | 2.05× | ||
| 08 | Coolblue | Shopping | 1.99× | ||
| 09 | Colruyt (supermarket) | Food & Beverages | 1.96× | ||
| 10 | Infant | Kids & Family | 1.89× | ||
| 11 | Flanders | Travel & Leisure | 1.85× | ||
| 12 | Discount stores | Shopping | 1.81× | ||
| 13 | H&M | Shopping | 1.77× | ||
| 14 | Albert Heijn | Shopping | 1.69× | ||
| 15 | Child | Kids & Family | 1.65× | ||
| 16 | Dutch language | Politics & Society | 1.56× | ||
| 17 | Shoes | Fashion & Accessoires | 1.56× | ||
| 18 | Internet & Social Media | 1.53× | |||
| 19 | DreamLand | Food & Beverages | 1.53× | ||
| 20 | Lidl | Shopping | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 1.37× | |
| Early Adopter Mentality | POWER | 1.16× | |
| Design Affinity | PREMIUM | 0.95× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.89× | |
| Patriotism | CONSERVATISM | 0.89× | |
| Pet Ownership | JOY | 0.93× |
HEMA's target market in Belgium covers an estimated 1,865,133 people, concentrated in East Flanders and Antwerp.
76.6% of the HEMA audience are female, 23.4% are male, with an average age of 38.4 years.
HEMA fans show strongest brand affinity for Showroomprive (12.08×), Immoweb (2.23×), and Colruyt (supermarket) (1.96×) over the country average.
HEMA fans in Belgium are most concentrated in East Flanders (reach ~300K), Antwerp (reach ~300K), and West Flanders (reach ~200K). These three regions account for the largest share of the active audience.
Beyond HEMA itself, the audience over-indexes on Immoweb (2.23×), Colruyt (supermarket) (1.96×), Kruidvat (2.05×), and Bol.com (3.43×) compared to the Belgium average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for HEMA. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Belgium. 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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