Rascasse Audience Intelligence

H&M Target Market in Denmark

A data profile of the people who buy, follow and care about H&M in Denmark — modelled from more than twelve digital signal sources. H&M has an estimated audience of 1,272,404 people in Denmark.

#2among Fashion in Denmark#28among Brand in Denmark#19in Shopping

H&M has an estimated audience of 1,272,404 people in Denmark. 80.4% are female, 19.6% are male, average age 40.5. Top brand affinities: Matas (drug store), Søstrene Grene, Gina Tricot, ALT for damerne, Children's clothing.

Top brand affinities include Matas (drug store), Søstrene Grene, Gina Tricot, with strongest over-indexing on Matas (drug store) (1.95× the country average).

Demographically, the H&M audience skews more female with an average age of 40.5, and over-indexes on personality traits such as Convenience Orientation, Luxury Orientation.

The typical H&M fan in Denmark is more female, around 40.5 years old, with strong Convenience Orientation tendencies and a notable affinity for Matas (drug store).

Category: Shopping · Type: Brand · Subtype: Fashion

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-17.

Section 01

At a glance

The key figures that characterise the H&M profile in Denmark.

Audience size
1.3M
in Denmark
Gender
80.4%♀
19.6% male
Age
40.5
average years
Country rank
#280
Brand in Denmark
Fig. 01

Search interest · 12-month trend

+5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of H&M

80.4% are female, 19.6% are male, average age 40.5.

Fig. 02

Gender split

80.4%
Female
19.6%
Male
Demographic split for H&M audience in Denmark
MetricValue
Female80.4%
Male19.6%
Average age40.5
Estimated audience size1,272,404
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the H&M audience in Denmark
Age bracketShare%
16-1916%
20-2922%
30-3918%
40-4920%
50+24%
Fig. 04

Worldwide distribution

0.6%

of the worldwide H&M audience comes from Denmark.

Worldwide audience distribution share by country for H&M
CountryShare
United States11.5%
Germany7.6%
Japan7.5%
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for H&M audience
#·InterestCategoryAffinity×
01EllosShopping2.76×
02Gina TricotFashion & Accessoires2.37×
03BirkenstockFashion & Accessoires2.36×
04Children's clothingFashion & Accessoires2.23×
05BlouseFashion & Accessoires2.17×
06Søstrene GreneFashion & Accessoires2.12×
07SkirtFashion & Accessoires2.05×
08ZaraShopping2.00×
09Home Interior DesignHome & Garden2.00×
10ALT for damerneNews1.97×
11Matas (drug store)Shopping1.95×
12ILVAHome & Garden1.90×
13Royal CopenhagenHome & Garden1.88×
14Bo BedreHome & Garden1.77×
15DressesFashion & Accessoires1.73×
16Discounts and allowancesShopping1.63×
17BoutiquesFashion & Accessoires1.62×
18WoolFashion & Accessoires1.62×
19KnittingHome & Garden1.57×
20TrousersFashion & Accessoires1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the H&M 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 H&M audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.56×
Luxury OrientationPREMIUM1.27×
TravellingTHRILL1.02×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by H&M audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.52×
Urban LifestyleOPEN0.83×
Early Adopter MentalityPOWER0.89×
0×1.00× baseline2×
Appendix

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How to read this data

Audience size is the estimated number of people in Denmark who actively search for H&M. 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 Denmark. 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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