Rascasse Audience Intelligence

H&M Target Market in Netherlands

A data profile of the people who buy, follow and care about H&M in Netherlands — modelled from more than twelve digital signal sources. H&M has an estimated audience of 5,538,769 people in Netherlands.

#1among Fashion in Netherlands#14among Brand in Netherlands#11in Shopping

The average H&M fan in Netherlands is 38.9 years old, more female, and lives primarily in Zuid-Holland.

The audience is concentrated in Zuid-Holland, North Holland, North Brabant.

Top brand affinities include HEMA, Kruidvat, C&A, with strongest over-indexing on HEMA (2.03× the country average).

Demographically, the H&M audience skews more female with an average age of 38.9, and over-indexes on personality traits such as Need for Security, Price Sensitivity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.

The typical H&M fan in Netherlands is more female, around 38.9 years old, with strong Need for Security tendencies and a notable affinity for HEMA.

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 2026-08-12.

Section 01

At a glance

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

Audience size
5.5M
in Netherlands
Gender
76.5%♀
23.5% male
Age
38.9
average years
Country rank
#97
Brand in Netherlands
Fig. 01

Search interest · 12-month trend

+1%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of H&M

76.5% are female, 23.5% are male, average age 38.9.

Fig. 02

Gender split

76.5%
Female
23.5%
Male
Demographic split for H&M audience in Netherlands
MetricValue
Female76.5%
Male23.5%
Average age38.9
Estimated audience size5,538,769
Fig. 03

Age distribution

Ø 38.9
average years
Age distribution of the H&M audience in Netherlands
Age bracketShare%
16-1919%
20-2922%
30-3919%
40-4920%
50+20%
Fig. 04

Worldwide distribution

2.4%

of the worldwide H&M audience comes from Netherlands.

Worldwide audience distribution share by country for H&M
CountryShare
United States11.3%
Germany7.4%
Japan7.4%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Netherlands average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the H&M audience in Netherlands is strongest.

Fig. 05

Top regions by affinity

H&M customers by region in Netherlands
#RegionReachAffinity×
01North Holland~1M1.22×
02Zuid-Holland~1.5M1.18×
03Limburg~400K1.13×
04North Brabant~1M1.11×
05Gelderland~700K1.05×
06Flevoland~200K0.99×
07Utrecht~400K0.98×
08Overijssel~400K0.97×
09Friesland~200K0.91×
10Zeeland~100K0.90×
11Drenthe~100K0.83×
12Groningen~100K0.72×
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×
01Fast fashionFashion & Accessoires3.58×
02LoaviesFashion & Accessoires3.12×
03OmodaShopping2.76×
04C&AShopping2.72×
05WE FashionFashion & Accessoires2.69×
06BonprixShopping2.54×
07ZaraShopping2.36×
08Children's clothingFashion & Accessoires2.35×
09BlouseFashion & Accessoires2.24×
10EtosHealth2.21×
11ScapinoFashion & Accessoires2.14×
12HEMAShopping2.03×
13AdventureTravel & Leisure1.93×
14PrimarkShopping1.92×
15KruidvatShopping1.81×
16BoutiquesFashion & Accessoires1.72×
17DressesFashion & Accessoires1.68×
18RTL BoulevardMovies & TV1.65×
19IKEAHome & Garden1.60×
20Discount storesShopping1.53×
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
Need for SecurityCONSERVATISM1.72×
Price SensitivityPREMIUM1.36×
PatriotismCONSERVATISM1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by H&M audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.42×
Healthy LifestyleBALANCE0.63×
TravellingTHRILL0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is H&M's target market in Netherlands?

H&M's target market in Netherlands covers an estimated 5,538,769 people, concentrated in Zuid-Holland and North Holland.

02

What is the gender split and age of H&M customers?

76.5% of the H&M audience are female, 23.5% are male, with an average age of 38.9 years.

03

Which brands do H&M fans like most?

H&M fans show strongest brand affinity for HEMA (2.03×), Kruidvat (1.81×), and C&A (2.72×) over the country average.

04

Where do H&M fans live in Netherlands?

H&M fans in Netherlands are most concentrated in Zuid-Holland (reach ~1.5M), North Holland (reach ~1M), and North Brabant (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do H&M fans also like?

Beyond H&M itself, the audience over-indexes on Kruidvat (1.81×), C&A (2.72×), Etos (2.21×), and IKEA (1.6×) compared to the Netherlands average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Fashion audiences in Netherlands

See H&M audiences in other countries

How to read this data

Audience size is the estimated number of people in Netherlands 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 Netherlands. 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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