Rascasse Audience Intelligence

Fortnum & Mason Target Market in United Kingdom

Fortnum & Mason has an estimated audience of 5.6M people in United Kingdom.

#140among brands in United Kingdom
#57in Shopping

The average Fortnum & Mason fan in United Kingdom is 46.6 years old, more female, and lives primarily in South East.

Interest is seasonal: October, November and December account for 43% of the year's searches, February is the quietest month.

Most fans live in South East, East of England, West Midlands.

Top affinities include Ed Miliband, Rosamund Pike, Naked Wines, with strongest over-indexing on Ed Miliband (5.57× the country average).

Demographically, the Fortnum & Mason audience skews more female with an average age of 46.6, and over-indexes on personality traits such as Indulgence, Quality Awareness.

The typical Fortnum & Mason fan in United Kingdom is more female, around 46.6 years old, with strong Indulgence tendencies and a notable affinity for Ed Miliband.

Category: Shopping · Type: Brand

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
5.6M
in United Kingdom
Gender
73.6%♀
26.4% male
Age
46.6
average years
Country rank
#1202
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Fortnum & Mason

73.6% are female, 26.4% are male, average age 46.6.

Fig. 02

Gender split

73.6%
Female
26.4%
Male
Demographic split for Fortnum & Mason audience in United Kingdom
MetricValue
Female73.6%
Male26.4%
Average age46.6
Estimated audience size5.6M
Fig. 03

Age distribution

Ø 46.6
average years
Age distribution of the Fortnum & Mason audience in United Kingdom
Age bracketShare%
16-247%
25-3413%
35-4418%
45-5425%
55+36%
Fig. 04

Worldwide distribution

65.4%

of the worldwide Fortnum & Mason audience comes from United Kingdom.

Worldwide audience distribution share by country for Fortnum & Mason
CountryShare
United Kingdom65.4%
United States8.0%
Japan2.9%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Fortnum & Mason customers by region in United Kingdom
#RegionReachAffinity×
01South East~2M2.40×
02East of England~600K1.14×
03Wales~300K1.12×
04Scotland~500K1.06×
05West Midlands~500K0.97×
06South West~400K0.90×
07Northern Ireland~100K0.85×
08Yorkshire and the Humber~400K0.83×
09East Midlands~300K0.83×
10North East~200K0.69×
11North West~300K0.46×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Fortnum & Mason audience vs. the country average
#·InterestCategoryAffinity×
01Ed MilibandPolitics & Society5.57×
02Rosamund PikeMovies & TV4.18×
03Naked WinesFood & Beverages3.13×
04EurostarCars & Mobility2.81×
05Notting Hill (film)Movies & TV2.40×
06WaterstonesLiterature2.27×
07TravelodgeTravel & Leisure2.22×
08SundayHome & Garden2.21×
09OcadoShopping2.05×
10EasyJetTravel & Leisure1.93×
11Holland & BarrettHealth1.93×
12Home BargainsShopping1.86×
13ChristmasKids & Family1.77×
14MorrisonsFood & Beverages1.68×
15RyanairTravel & Leisure1.67×
16GreggsFood & Beverages1.66×
17Argos (retailer)Shopping1.62×
18DunelmHome & Garden1.60×
19The GuardianNews1.57×
20Very (online retailer)Shopping1.56×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Fortnum & Mason audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Fortnum & Mason audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.64×
Quality AwarenessPREMIUM1.63×
Design AffinityPREMIUM1.61×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Fortnum & Mason audience vs. the country average · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.01×
PatriotismCONSERVATISM1.02×
Risk AppetiteTHRILL1.05×
0×1.00× baseline2×
Appendix

Explore more audiences

More Shopping audiences in United Kingdom

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Fortnum & Mason over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/gb/fortnum-and-mason-35946” · Methodology