A data profile of the people who buy, follow and care about Fortnum & Mason in United Kingdom — modelled from more than twelve digital signal sources. Fortnum & Mason has an estimated audience of 3,179,442 people in United Kingdom.
The average Fortnum & Mason fan in United Kingdom is 45.9 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Waterstones, Christmas, Sunday, with strongest over-indexing on Waterstones (2.27× the country average).
Demographically, the Fortnum & Mason audience skews more female with an average age of 45.9, and over-indexes on personality traits such as Indulgence, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Fortnum & Mason fan in United Kingdom is more female, around 45.9 years old, with strong Indulgence tendencies and a notable affinity for Waterstones.
The key figures that characterise the Fortnum & Mason profile in United Kingdom.
73.6% are female, 26.4% are male, average age 45.9.
| Metric | Value |
|---|---|
| Female | 73.6% |
| Male | 26.4% |
| Average age | 45.9 |
| Estimated audience size | 3,179,442 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 13% | |
| 30-39 | 18% | |
| 40-49 | 25% | |
| 50+ | 36% |
of the worldwide Fortnum & Mason audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 63.5% |
| United States | 9.1% |
| Japan | 3.9% |
Where the Fortnum & Mason audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~2.5M | 2.50× | |
| 02 | South East | ~1M | 2.40× | |
| 03 | East of England | ~300K | 1.14× | |
| 04 | West Midlands | ~100K | 0.97× | |
| 05 | South West | ~200K | 0.90× | |
| 06 | Yorkshire and the Humber | ~200K | 0.83× | |
| 07 | East Midlands | ~200K | 0.83× | |
| 08 | North East | ~80K | 0.69× | |
| 09 | Wales | ~100K | 0.61× | |
| 10 | Scotland | ~200K | 0.56× | |
| 11 | Northern Ireland | ~50K | 0.53× | |
| 12 | North West | ~200K | 0.46× |
The strongest cross-interests of the Fortnum & Mason audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Holiday Inn | Travel & Leisure | 4.41× | ||
| 02 | Rosamund Pike | Movies & TV | 4.18× | ||
| 03 | Naked Wines | Food & Beverages | 3.13× | ||
| 04 | Eurostar | Cars & Mobility | 2.81× | ||
| 05 | Waterstones | Literature | 2.27× | ||
| 06 | Travelodge | Travel & Leisure | 2.22× | ||
| 07 | Sunday | Home & Garden | 2.21× | ||
| 08 | Ocado | Shopping | 2.05× | ||
| 09 | EasyJet | Travel & Leisure | 1.93× | ||
| 10 | Home Bargains | Shopping | 1.86× | ||
| 11 | Christmas | Kids & Family | 1.77× | ||
| 12 | Week | Business & Career | 1.77× | ||
| 13 | Morrisons | Food & Beverages | 1.68× | ||
| 14 | Ryanair | Travel & Leisure | 1.67× | ||
| 15 | Greggs | Food & Beverages | 1.66× | ||
| 16 | Argos (retailer) | Shopping | 1.62× | ||
| 17 | Mail Online | News | 1.62× | ||
| 18 | The Guardian | News | 1.57× | ||
| 19 | Very (online retailer) | Website / Newspaper / Magazine | 1.56× | ||
| 20 | Sainsbury's | Shopping | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.64× | |
| Quality Awareness | PREMIUM | 1.63× | |
| Design Affinity | PREMIUM | 1.61× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.01× | |
| Patriotism | CONSERVATISM | 1.02× | |
| Risk Appetite | THRILL | 1.05× |
Fortnum & Mason's target market in United Kingdom covers an estimated 3,179,442 people, concentrated in England and South East.
73.6% of the Fortnum & Mason audience are female, 26.4% are male, with an average age of 45.9 years.
Fortnum & Mason fans show strongest brand affinity for Waterstones (2.27×), Christmas (1.77×), and Sunday (2.21×) over the country average.
Fortnum & Mason fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~1M), and East of England (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Fortnum & Mason itself, the audience over-indexes on Christmas (1.77×), Sunday (2.21×), EasyJet (1.93×), and Home Bargains (1.86×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Fortnum & Mason. 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 United Kingdom. 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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