A data profile of the people who buy, follow and care about HEMA in Netherlands — modelled from more than twelve digital signal sources. HEMA has an estimated audience of 6,686,129 people in Netherlands.
The average HEMA fan in Netherlands is 41.4 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 Kruidvat, Etos, Bol.com, with strongest over-indexing on Kruidvat (2.01× the country average).
Demographically, the HEMA audience skews more female with an average age of 41.4, and over-indexes on personality traits such as Individualism, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical HEMA fan in Netherlands is more female, around 41.4 years old, with strong Individualism tendencies and a notable affinity for Kruidvat.
The key figures that characterise the HEMA profile in Netherlands.
77.0% are female, 23.0% are male, average age 41.4.
| Metric | Value |
|---|---|
| Female | 77.0% |
| Male | 23.0% |
| Average age | 41.4 |
| Estimated audience size | 6,686,129 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 26% |
of the worldwide HEMA audience comes from Netherlands.
| Country | Share |
|---|---|
| Netherlands | 46.8% |
| France | 13.9% |
| Belgium | 13.1% |
Where the HEMA audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Gelderland | ~900K | 1.12× | |
| 02 | Overijssel | ~500K | 1.09× | |
| 03 | North Brabant | ~1M | 1.07× | |
| 04 | Friesland | ~300K | 1.05× | |
| 05 | North Holland | ~1.5M | 1.04× | |
| 06 | Zuid-Holland | ~1.5M | 1.00× | |
| 07 | Drenthe | ~200K | 0.98× | |
| 08 | Limburg | ~400K | 0.97× | |
| 09 | Groningen | ~200K | 0.88× | |
| 10 | Flevoland | ~200K | 0.81× |
The strongest cross-interests of the HEMA audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | WE Fashion | Fashion & Accessoires | 3.64× | ||
| 02 | MS Mode | Fashion & Accessoires | 3.14× | ||
| 03 | C&A | Shopping | 2.85× | ||
| 04 | Omoda | Shopping | 2.68× | ||
| 05 | Etos | Health | 2.51× | ||
| 06 | Social Deal | Politics & Society | 2.26× | ||
| 07 | Bol.com | Shopping | 2.19× | ||
| 08 | postcode loterij | Games | 2.15× | ||
| 09 | Children's clothing | Fashion & Accessoires | 2.11× | ||
| 10 | Kruidvat | Shopping | 2.01× | ||
| 11 | Discount stores | Shopping | 1.77× | ||
| 12 | Hornbach | Shopping | 1.75× | ||
| 13 | Rituals | Beauty & Wellness | 1.73× | ||
| 14 | Lidl | Shopping | 1.71× | ||
| 15 | De Gelderlander | News | 1.68× | ||
| 16 | Aldi | Shopping | 1.64× | ||
| 17 | Jutta Leerdam | Sports | 1.61× | ||
| 18 | H&M | Shopping | 1.59× | ||
| 19 | Jumbo (supermarket) | Shopping | 1.57× | ||
| 20 | AliExpress | Shopping | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.75× | |
| Patriotism | CONSERVATISM | 1.65× | |
| Sustainability | BALANCE | 1.58× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.79× | |
| Urban Lifestyle | OPEN | 0.91× | |
| Price Sensitivity | PREMIUM | 0.91× |
HEMA's target market in Netherlands covers an estimated 6,686,129 people, concentrated in Zuid-Holland and North Holland.
77.0% of the HEMA audience are female, 23.0% are male, with an average age of 41.4 years.
HEMA fans show strongest brand affinity for Kruidvat (2.01×), Etos (2.51×), and Bol.com (2.19×) over the country average.
HEMA fans in Netherlands are most concentrated in Zuid-Holland (reach ~1.5M), North Holland (reach ~1.5M), and North Brabant (reach ~1M). These three regions account for the largest share of the active audience.
Beyond HEMA itself, the audience over-indexes on Etos (2.51×), Bol.com (2.19×), C&A (2.85×), and Jutta Leerdam (1.61×) compared to the Netherlands average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Netherlands who actively search for HEMA. 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 Netherlands. 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.