A data profile of the people who buy, follow and care about Iittala in Finland — modelled from more than twelve digital signal sources. Iittala has an estimated audience of 771,202 people in Finland.
Iittala has an estimated audience of 771,202 people in Finland. 72.1% are female, 27.9% are male, average age 43.3. Top brand affinities: Aurinkomatkat, Stockmann, Marimekko, Gina Tricot, Tjäreborg.
Top brand affinities include Aurinkomatkat, Stockmann, Marimekko, with strongest over-indexing on Aurinkomatkat (1.72× the country average).
Demographically, the Iittala audience skews more female with an average age of 43.3, and over-indexes on personality traits such as Need for Security, Travelling.
The typical Iittala fan in Finland is more female, around 43.3 years old, with strong Need for Security tendencies and a notable affinity for Aurinkomatkat.
The key figures that characterise the Iittala profile in Finland.
72.1% are female, 27.9% are male, average age 43.3.
| Metric | Value |
|---|---|
| Female | 72.1% |
| Male | 27.9% |
| Average age | 43.3 |
| Estimated audience size | 771,202 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 31% |
The strongest cross-interests of the Iittala audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Home Interiors | Home & Garden | 1.79× | ||
| 02 | Suomipop | Music & Radio | 1.76× | ||
| 03 | TUI | Travel & Leisure | 1.75× | ||
| 04 | Aurinkomatkat | Travel & Leisure | 1.72× | ||
| 05 | Home Interior Design | Home & Garden | 1.72× | ||
| 06 | Gina Tricot | Fashion & Accessoires | 1.71× | ||
| 07 | Tjäreborg | Travel & Leisure | 1.65× | ||
| 08 | Stockmann | Shopping | 1.63× | ||
| 09 | Danish design | Home & Garden | 1.61× | ||
| 10 | Architecture & Design | Business & Career | 1.61× | ||
| 11 | Balcony | Home & Garden | 1.58× | ||
| 12 | Sewing | Home & Garden | 1.56× | ||
| 13 | Terrace (building) | Home & Garden | 1.56× | ||
| 14 | Knitting | Home & Garden | 1.54× | ||
| 15 | Marimekko | Home & Garden | 1.51× | ||
| 16 | JYSK | Home & Garden | 1.51× | ||
| 17 | Terraced house | Home & Garden | 1.51× | ||
| 18 | Home construction | Home & Garden | 1.50× | ||
| 19 | Etuovi.com | Home & Garden | 1.50× | ||
| 20 | Flea market | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.38× | |
| Travelling | THRILL | 1.05× | |
| Early Adopter Mentality | POWER | 1.04× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.81× | |
| Urban Lifestyle | OPEN | 0.96× | |
| Patriotism | CONSERVATISM | 1.01× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland who actively search for Iittala. 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 Finland. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.