A data profile of the people who buy, follow and care about IKEA in Switzerland — modelled from more than twelve digital signal sources. IKEA has an estimated audience of 6,069,769 people in Switzerland.
The average IKEA fan in Switzerland is 41.7 years old, more female, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Canton of Bern, Vaud.
Top brand affinities include Conforama, AutoScout24, Coop, with strongest over-indexing on Conforama (2.32× the country average).
Demographically, the IKEA audience skews more female with an average age of 41.7, and over-indexes on personality traits such as Early Adopter Mentality, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical IKEA fan in Switzerland is more female, around 41.7 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Conforama.
The key figures that characterise the IKEA profile in Switzerland.
65.1% are female, 34.9% are male, average age 41.7.
| Metric | Value |
|---|---|
| Female | 65.1% |
| Male | 34.9% |
| Average age | 41.7 |
| Estimated audience size | 6,069,769 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 22% | |
| 30-39 | 22% | |
| 40-49 | 24% | |
| 50+ | 22% |
of the worldwide IKEA audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 15.0% |
| Japan | 6.8% |
| Germany | 5.5% |
Where the IKEA audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vaud | ~600K | 1.58× | |
| 02 | Canton of Bern | ~700K | 1.41× | |
| 03 | Canton of Zürich | ~1M | 1.40× | |
| 04 | Valais | ~300K | 1.38× | |
| 05 | Aargau | ~400K | 1.37× | |
| 06 | Luzern | ~300K | 1.35× | |
| 07 | Canton of Geneva | ~500K | 1.27× | |
| 08 | Basel-Landschaft | ~200K | 1.26× | |
| 09 | Solothurn | ~200K | 1.22× | |
| 10 | Fribourg | ~200K | 1.18× | |
| 11 | Canton of St. Gallen | ~300K | 1.15× | |
| 12 | Basel-City | ~300K | 1.08× | |
| 13 | Ticino | ~300K | 1.05× | |
| 14 | Neuchatel | ~100K | 1.03× | |
| 15 | Thurgau | ~200K | 0.99× | |
| 16 | Canton of Zug | ~70K | 0.97× | |
| 17 | Schwyz | ~80K | 0.94× | |
| 18 | Graubünden | ~100K | 0.86× | |
| 19 | Schaffhausen | ~40K | 0.73× | |
| 20 | Jura | ~30K | 0.68× | |
| 21 | Canton of Obwalden | ~10K | 0.63× | |
| 22 | Canton of Nidwalden | ~10K | 0.63× | |
| 23 | Appenzell Ausserrhoden | ~20K | 0.59× | |
| 24 | Canton of Glarus | ~10K | 0.57× | |
| 25 | Uri | ~10K | 0.54× | |
| 26 | Appenzell Innerrhoden | ~3K | 0.37× |
The strongest cross-interests of the IKEA audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ready-to-assemble furniture | Home & Garden | 5.19× | ||
| 02 | C&A | Shopping | 2.69× | ||
| 03 | Denner (supermarkets) | Shopping | 2.56× | ||
| 04 | JYSK | Home & Garden | 2.50× | ||
| 05 | Hornbach | Shopping | 2.47× | ||
| 06 | Betty Bossi | Food & Beverages | 2.36× | ||
| 07 | Conforama | Home & Garden | 2.32× | ||
| 08 | ImmoScout24 | Home & Garden | 2.20× | ||
| 09 | Children's clothing | Fashion & Accessoires | 2.13× | ||
| 10 | Müller (German trade company) | Shopping | 2.08× | ||
| 11 | Living room | Home & Garden | 1.95× | ||
| 12 | H&M | Shopping | 1.84× | ||
| 13 | Bed | Home & Garden | 1.75× | ||
| 14 | Lidl | Shopping | 1.71× | ||
| 15 | Manor | Shopping | 1.71× | ||
| 16 | Personal care | Health | 1.60× | ||
| 17 | AutoScout24 | Cars & Mobility | 1.57× | ||
| 18 | Aldi | Shopping | 1.55× | ||
| 19 | Coop | Food & Beverages | 1.53× | ||
| 20 | Furniture | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.55× | |
| Price Sensitivity | PREMIUM | 0.91× | |
| Travelling | THRILL | 0.89× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.68× | |
| Social Media Usage | JOY | 0.72× | |
| Sustainability | BALANCE | 0.78× |
IKEA's target market in Switzerland covers an estimated 6,069,769 people, concentrated in Canton of Zürich and Canton of Bern.
65.1% of the IKEA audience are female, 34.9% are male, with an average age of 41.7 years.
IKEA fans show strongest brand affinity for Conforama (2.32×), AutoScout24 (1.57×), and Coop (1.53×) over the country average.
IKEA fans in Switzerland are most concentrated in Canton of Zürich (reach ~1M), Canton of Bern (reach ~700K), and Vaud (reach ~600K). These three regions account for the largest share of the active audience.
Beyond IKEA itself, the audience over-indexes on AutoScout24 (1.57×), Coop (1.53×), Denner (supermarkets) (2.56×), and Hornbach (2.47×) compared to the Switzerland average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Switzerland 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 Switzerland. 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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