A data profile of the people who buy, follow and care about Sleep in Belgium — modelled from more than twelve digital signal sources. Sleep has an estimated audience of 1,467,193 people in Belgium.
The average Sleep fan in Belgium is 43.7 years old, more female, and lives primarily in East Flanders.
The audience is concentrated in East Flanders, Antwerp, Flemish Brabant.
Top brand affinities include Efficient energy use, Mattress, Blanket, with strongest over-indexing on Efficient energy use (2.94× the country average).
Demographically, the Sleep audience skews more female with an average age of 43.7, and over-indexes on personality traits such as Quality Awareness, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Sleep fan in Belgium is more female, around 43.7 years old, with strong Quality Awareness tendencies and a notable affinity for Efficient energy use.
The key figures that characterise the Sleep profile in Belgium.
68.9% are female, 31.1% are male, average age 43.7.
| Metric | Value |
|---|---|
| Female | 68.9% |
| Male | 31.1% |
| Average age | 43.7 |
| Estimated audience size | 1,467,193 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 19% | |
| 30-39 | 17% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide Sleep audience comes from Belgium.
| Country | Share |
|---|---|
| United States | 23.2% |
| Japan | 7.8% |
| United Kingdom | 5.4% |
Where the Sleep audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Flemish Brabant | ~200K | 1.24× | |
| 02 | East Flanders | ~200K | 1.21× | |
| 03 | Antwerp | ~200K | 1.20× | |
| 04 | Brussels | ~100K | 1.16× | |
| 05 | West Flanders | ~100K | 1.02× | |
| 06 | Limburg | ~70K | 1.02× | |
| 07 | Liege | ~100K | 0.98× | |
| 08 | Hainaut | ~100K | 0.93× | |
| 09 | Walloon Brabant | ~30K | 0.91× | |
| 10 | Luxembourg | ~30K | 0.89× | |
| 11 | Province of Namur | ~60K | 0.88× |
The strongest cross-interests of the Sleep audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Memory foam | Home & Garden | 2.98× | ||
| 02 | Efficient energy use | Technology & Electronics | 2.94× | ||
| 03 | Blanket | Home & Garden | 2.64× | ||
| 04 | Bed sheet | Home & Garden | 2.60× | ||
| 05 | Bed frame | Home & Garden | 2.58× | ||
| 06 | Duvet | Home & Garden | 2.41× | ||
| 07 | Pillow | Home & Garden | 2.35× | ||
| 08 | Sofa bed | Home & Garden | 2.11× | ||
| 09 | Mattress | Home & Garden | 2.07× | ||
| 10 | Stradivarius | Shopping | 1.88× | ||
| 11 | Garden furniture | Home & Garden | 1.84× | ||
| 12 | Child development | Business & Career | 1.77× | ||
| 13 | Business class | Travel & Leisure | 1.70× | ||
| 14 | Self-love | Health | 1.65× | ||
| 15 | Anti-aging cream | Beauty & Wellness | 1.65× | ||
| 16 | Tradition | Politics & Society | 1.58× | ||
| 17 | Cabinetry | Home & Garden | 1.57× | ||
| 18 | JYSK | Home & Garden | 1.54× | ||
| 19 | Bol.com | Shopping | 1.52× | ||
| 20 | Ibiza | Travel & Leisure | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.46× | |
| Mindfulness | BALANCE | 1.27× | |
| Design Affinity | PREMIUM | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 0.97× | |
| Healthy Lifestyle | BALANCE | 0.98× | |
| Social Media Usage | JOY | 0.99× |
Sleep has an estimated audience of 1,467,193 people in Belgium, concentrated in East Flanders and Antwerp.
68.9% of Sleep fans are female, 31.1% are male, with an average age of 43.7 years.
Sleep fans show strongest brand affinity for Efficient energy use (2.94×), Mattress (2.07×), and Blanket (2.64×) over the country average.
Sleep fans in Belgium are most concentrated in East Flanders (reach ~200K), Antwerp (reach ~200K), and Flemish Brabant (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Sleep itself, the audience over-indexes on Mattress (2.07×), Blanket (2.64×), Bol.com (1.52×), and Pillow (2.35×) 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 Sleep. 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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