A data profile of the people who buy, follow and care about IKEA in Belgium — modelled from more than twelve digital signal sources. IKEA has an estimated audience of 7,755,936 people in Belgium.
The average IKEA fan in Belgium is 42.9 years old, more female, and lives primarily in Hainaut.
The audience is concentrated in Hainaut, Antwerp, East Flanders.
Top brand affinities include Kruidvat, Aldi, Lidl, with strongest over-indexing on Kruidvat (1.85× the country average).
Demographically, the IKEA audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Early Adopter Mentality, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical IKEA fan in Belgium is more female, around 42.9 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Kruidvat.
The key figures that characterise the IKEA profile in Belgium.
66.0% are female, 34.0% are male, average age 42.9.
| Metric | Value |
|---|---|
| Female | 66.0% |
| Male | 34.0% |
| Average age | 42.9 |
| Estimated audience size | 7,755,936 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 21% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 28% |
of the worldwide IKEA audience comes from Belgium.
| Country | Share |
|---|---|
| United States | 14.9% |
| Japan | 6.8% |
| Germany | 5.5% |
Where the IKEA audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Liege | ~800K | 1.27× | |
| 02 | Flemish Brabant | ~700K | 1.11× | |
| 03 | Walloon Brabant | ~200K | 1.07× | |
| 04 | Brussels | ~600K | 1.04× | |
| 05 | Province of Namur | ~400K | 1.04× | |
| 06 | Hainaut | ~800K | 1.01× | |
| 07 | Antwerp | ~800K | 0.96× | |
| 08 | East Flanders | ~800K | 0.95× | |
| 09 | Luxembourg | ~200K | 0.93× | |
| 10 | Limburg | ~300K | 0.90× | |
| 11 | West Flanders | ~500K | 0.71× |
The strongest cross-interests of the IKEA audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ready-to-assemble furniture | Home & Garden | 4.35× | ||
| 02 | Garden furniture | Home & Garden | 2.86× | ||
| 03 | JYSK | Home & Garden | 2.85× | ||
| 04 | Bedroom furniture | Home & Garden | 2.68× | ||
| 05 | Jbc | Kids & Family | 2.51× | ||
| 06 | C&A | Shopping | 2.20× | ||
| 07 | Living room | Home & Garden | 2.13× | ||
| 08 | HEMA | Shopping | 2.07× | ||
| 09 | Children's clothing | Fashion & Accessoires | 1.94× | ||
| 10 | Bedroom | Home & Garden | 1.92× | ||
| 11 | Kruidvat | Shopping | 1.85× | ||
| 12 | Bed | Home & Garden | 1.82× | ||
| 13 | Aldi | Shopping | 1.78× | ||
| 14 | Home Appliances | Home & Garden | 1.75× | ||
| 15 | Albert Heijn | Shopping | 1.69× | ||
| 16 | Lidl | Shopping | 1.67× | ||
| 17 | Bathroom | Home & Garden | 1.65× | ||
| 18 | Immoweb | Home & Garden | 1.63× | ||
| 19 | Furniture | Home & Garden | 1.63× | ||
| 20 | H&M | Shopping | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.26× | |
| Travelling | THRILL | 1.08× | |
| Pet Ownership | JOY | 1.03× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.66× | |
| Patriotism | CONSERVATISM | 0.72× | |
| Social Media Usage | JOY | 0.75× |
IKEA's target market in Belgium covers an estimated 7,755,936 people, concentrated in Hainaut and Antwerp.
66.0% of the IKEA audience are female, 34.0% are male, with an average age of 42.9 years.
IKEA fans show strongest brand affinity for Kruidvat (1.85×), Aldi (1.78×), and Lidl (1.67×) over the country average.
IKEA fans in Belgium are most concentrated in Hainaut (reach ~800K), Antwerp (reach ~800K), and East Flanders (reach ~800K). These three regions account for the largest share of the active audience.
Beyond IKEA itself, the audience over-indexes on Aldi (1.78×), Lidl (1.67×), Immoweb (1.63×), and Albert Heijn (1.69×) 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 IKEA. 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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