A data profile of the people who buy, follow and care about Sauna in Netherlands — modelled from more than twelve digital signal sources. Sauna has an estimated audience of 1,681,933 people in Netherlands.
The average Sauna fan in Netherlands is 44.8 years old, more female, and lives primarily in North Holland.
The audience is concentrated in North Holland, Zuid-Holland, North Brabant.
Top brand affinities include Hot tub, Van der Valk (company), Jumbo (supermarket), with strongest over-indexing on Hot tub (4.15× the country average).
Demographically, the Sauna audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Design Affinity, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Sauna fan in Netherlands is more female, around 44.8 years old, with strong Design Affinity tendencies and a notable affinity for Hot tub.
The key figures that characterise the Sauna profile in Netherlands.
62.8% are female, 37.2% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 62.8% |
| Male | 37.2% |
| Average age | 44.8 |
| Estimated audience size | 1,681,933 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 27% | |
| 50+ | 30% |
of the worldwide Sauna audience comes from Netherlands.
| Country | Share |
|---|---|
| Japan | 24.5% |
| United States | 8.8% |
| Germany | 6.9% |
Where the Sauna audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | North Holland | ~400K | 1.24× | |
| 02 | Gelderland | ~300K | 1.21× | |
| 03 | Overijssel | ~100K | 1.17× | |
| 04 | Drenthe | ~60K | 1.07× | |
| 05 | Utrecht | ~100K | 1.04× | |
| 06 | North Brabant | ~300K | 1.00× | |
| 07 | Friesland | ~60K | 0.96× | |
| 08 | Limburg | ~100K | 0.92× | |
| 09 | Zuid-Holland | ~400K | 0.90× | |
| 10 | Flevoland | ~40K | 0.90× | |
| 11 | Groningen | ~50K | 0.87× | |
| 12 | Zeeland | ~30K | 0.76× |
The strongest cross-interests of the Sauna audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Jacuzzi | Home & Garden | 5.50× | ||
| 02 | Hot tub | Home & Garden | 4.15× | ||
| 03 | Holiday cottage | Travel & Leisure | 2.99× | ||
| 04 | Cottage | Travel & Leisure | 2.82× | ||
| 05 | Van der Valk (company) | Travel & Leisure | 2.78× | ||
| 06 | Summer house | Travel & Leisure | 2.77× | ||
| 07 | Libelle | Pets & Animals | 2.30× | ||
| 08 | Center Parcs | Travel & Leisure | 2.20× | ||
| 09 | Living room | Home & Garden | 1.97× | ||
| 10 | Bedroom | Home & Garden | 1.97× | ||
| 11 | Bathroom | Home & Garden | 1.92× | ||
| 12 | postcode loterij | Games | 1.91× | ||
| 13 | C&A | Shopping | 1.86× | ||
| 14 | De Gelderlander | News | 1.71× | ||
| 15 | Etos | Health | 1.68× | ||
| 16 | Kruidvat | Shopping | 1.63× | ||
| 17 | Lidl | Shopping | 1.60× | ||
| 18 | Kwantum | Home & Garden | 1.56× | ||
| 19 | Jumbo (supermarket) | Shopping | 1.51× | ||
| 20 | HEMA | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.73× | |
| Need for Security | CONSERVATISM | 1.49× | |
| Price Sensitivity | PREMIUM | 1.34× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.42× | |
| Healthy Lifestyle | BALANCE | 0.62× | |
| Social Media Usage | JOY | 0.77× |
Sauna has an estimated audience of 1,681,933 people in Netherlands, concentrated in North Holland and Zuid-Holland.
62.8% of Sauna fans are female, 37.2% are male, with an average age of 44.8 years.
Sauna fans show strongest brand affinity for Hot tub (4.15×), Van der Valk (company) (2.78×), and Jumbo (supermarket) (1.51×) over the country average.
Sauna fans in Netherlands are most concentrated in North Holland (reach ~400K), Zuid-Holland (reach ~400K), and North Brabant (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Sauna itself, the audience over-indexes on Van der Valk (company) (2.78×), Jumbo (supermarket) (1.51×), Kruidvat (1.63×), and Lidl (1.6×) 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 Sauna. 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.
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