A data profile of the people who buy, follow and care about Zara in Portugal — modelled from more than twelve digital signal sources. Zara has an estimated audience of 3,573,177 people in Portugal.
The average Zara fan in Portugal is 42.3 years old, more female, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Braga District.
Top brand affinities include OLX, El Corte Inglés, Auchan, with strongest over-indexing on OLX (1.58× the country average).
Demographically, the Zara audience skews more female with an average age of 42.3, and over-indexes on personality traits such as Price Sensitivity, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Zara fan in Portugal is more female, around 42.3 years old, with strong Price Sensitivity tendencies and a notable affinity for OLX.
The key figures that characterise the Zara profile in Portugal.
75.9% are female, 24.1% are male, average age 42.3.
| Metric | Value |
|---|---|
| Female | 75.9% |
| Male | 24.1% |
| Average age | 42.3 |
| Estimated audience size | 3,573,177 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 20% | |
| 40-49 | 25% | |
| 50+ | 25% |
of the worldwide Zara audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 11.5% |
| Japan | 9.5% |
| Germany | 6.5% |
Where the Zara audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Braga District | ~500K | 1.57× | |
| 02 | Lisbon District | ~1.5M | 1.47× | |
| 03 | Porto District | ~1M | 1.44× | |
| 04 | Santarém District | ~200K | 1.44× | |
| 05 | Madeira | ~100K | 1.17× | |
| 06 | Aveiro District | ~300K | 1.12× | |
| 07 | Viseu District | ~100K | 1.10× | |
| 08 | Coimbra District | ~200K | 1.00× | |
| 09 | Viana do Castelo District | ~90K | 0.99× | |
| 10 | Setúbal District | ~400K | 0.94× | |
| 11 | Vila Real District | ~60K | 0.94× | |
| 12 | Faro District | ~200K | 0.91× | |
| 13 | Azores | ~90K | 0.91× | |
| 14 | Leiria District | ~200K | 0.90× | |
| 15 | Bragança District | ~30K | 0.82× | |
| 16 | Évora District | ~50K | 0.79× | |
| 17 | Guarda District | ~40K | 0.78× | |
| 18 | Beja District | ~40K | 0.76× | |
| 19 | Castelo Branco District | ~50K | 0.71× | |
| 20 | Portalegre District | ~30K | 0.69× |
The strongest cross-interests of the Zara audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Showroomprive | Fashion & Accessoires | 2.05× | ||
| 02 | Child development | Business & Career | 1.88× | ||
| 03 | Mango | Shopping | 1.79× | ||
| 04 | Intimissimi | Fashion & Accessoires | 1.77× | ||
| 05 | H&M | Shopping | 1.75× | ||
| 06 | Bershka | Shopping | 1.75× | ||
| 07 | Party dress | Fashion & Accessoires | 1.72× | ||
| 08 | La Redoute | Shopping | 1.71× | ||
| 09 | Primark | Shopping | 1.70× | ||
| 10 | Embroidery | Home & Garden | 1.70× | ||
| 11 | Conforama | Home & Garden | 1.69× | ||
| 12 | Decoration | Home & Garden | 1.69× | ||
| 13 | Parfois (fashion accessories) | Fashion & Accessoires | 1.63× | ||
| 14 | Architecture & Design | Business & Career | 1.63× | ||
| 15 | Aldi | Shopping | 1.61× | ||
| 16 | Stradivarius | Shopping | 1.59× | ||
| 17 | OLX | Shopping | 1.58× | ||
| 18 | El Corte Inglés | Shopping | 1.52× | ||
| 19 | Auchan | Shopping | 1.52× | ||
| 20 | Skirt | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.30× | |
| Design Affinity | PREMIUM | 1.24× | |
| Creativity | OPEN | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.81× | |
| Need for Security | CONSERVATISM | 0.81× | |
| Career Orientation | POWER | 0.82× |
Zara's target market in Portugal covers an estimated 3,573,177 people, concentrated in Lisbon District and Porto District.
75.9% of the Zara audience are female, 24.1% are male, with an average age of 42.3 years.
Zara fans show strongest brand affinity for OLX (1.58×), El Corte Inglés (1.52×), and Auchan (1.52×) over the country average.
Zara fans in Portugal are most concentrated in Lisbon District (reach ~1.5M), Porto District (reach ~1M), and Braga District (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Zara itself, the audience over-indexes on El Corte Inglés (1.52×), Auchan (1.52×), Primark (1.7×), and Stradivarius (1.59×) compared to the Portugal average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Portugal who actively search for Zara. 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 Portugal. 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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