Rascasse Audience Intelligence

H&M Target Market in Sweden

A data profile of the people who buy, follow and care about H&M in Sweden — modelled from more than twelve digital signal sources. H&M has an estimated audience of 1,730,405 people in Sweden.

#2among Fashion in Sweden#34among Brand in Sweden#22in Shopping

H&M has an estimated audience of 1,730,405 people in Sweden. 80.5% are female, 19.5% are male, average age 40.9. Top brand affinities: Gina Tricot, Lindex, KappAhl, Ellos, IKEA.

Top brand affinities include Gina Tricot, Lindex, KappAhl, with strongest over-indexing on Gina Tricot (3.32× the country average).

Demographically, the H&M audience skews more female with an average age of 40.9, and over-indexes on personality traits such as Social Media Usage, Early Adopter Mentality.

The typical H&M fan in Sweden is more female, around 40.9 years old, with strong Social Media Usage tendencies and a notable affinity for Gina Tricot.

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 2026-08-17.

Section 01

At a glance

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

Audience size
1.7M
in Sweden
Gender
80.5%♀
19.5% male
Age
40.9
average years
Country rank
#331
Brand in Sweden
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of H&M

80.5% are female, 19.5% are male, average age 40.9.

Fig. 02

Gender split

80.5%
Female
19.5%
Male
Demographic split for H&M audience in Sweden
MetricValue
Female80.5%
Male19.5%
Average age40.9
Estimated audience size1,730,405
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the H&M audience in Sweden
Age bracketShare%
16-1914%
20-2922%
30-3920%
40-4920%
50+24%
Fig. 04

Worldwide distribution

0.8%

of the worldwide H&M audience comes from Sweden.

Worldwide audience distribution share by country for H&M
CountryShare
United States11.5%
Germany7.6%
Japan7.5%
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×
01BubbleroomShopping3.40×
02Gina TricotFashion & Accessoires3.32×
03Fast fashionFashion & Accessoires3.27×
04JotexShopping3.14×
05EllosShopping3.10×
06KappAhlFashion & Accessoires2.99×
07LindexFashion & Accessoires2.95×
08ÅhlénsFashion & Accessoires2.70×
09HemtexHome & Garden2.64×
10CellbesFashion & Accessoires2.60×
11Children's clothingFashion & Accessoires2.58×
12BlouseFashion & Accessoires2.46×
13SkirtFashion & Accessoires2.19×
14JYSKHome & Garden2.16×
15Discount storesShopping1.94×
16Danish designHome & Garden1.90×
17BoutiquesFashion & Accessoires1.76×
18DressesFashion & Accessoires1.74×
19IKEAHome & Garden1.68×
20Beauty salonsBeauty & Wellness1.65×
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
Social Media UsageJOY1.00×
Early Adopter MentalityPOWER1.00×
TravellingTHRILL0.96×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by H&M audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.47×
Urban LifestyleOPEN0.49×
Healthy LifestyleBALANCE0.87×
0×1.00× baseline2×
Appendix

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How to read this data

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