A data profile of the people who buy, follow and care about Systembolaget in Sweden — modelled from more than twelve digital signal sources. Systembolaget has an estimated audience of 7,875,000 people in Sweden.
Systembolaget has an estimated audience of 7,875,000 people in Sweden. 51.4% are female, 48.6% are male, average age 50.6. Top brand affinities: Nordea, Willys, Swedbank, Handelsbanken, Wine.
Top brand affinities include Nordea, Willys, Swedbank, with strongest over-indexing on Nordea (2.04× the country average).
Demographically, the Systembolaget audience skews balanced with an average age of 50.6, and over-indexes on personality traits such as Urban Lifestyle, Social Media Usage.
The typical Systembolaget fan in Sweden is balanced, around 50.6 years old, with strong Urban Lifestyle tendencies and a notable affinity for Nordea.
The key figures that characterise the Systembolaget profile in Sweden.
51.4% are female, 48.6% are male, average age 50.6.
| Metric | Value |
|---|---|
| Female | 51.4% |
| Male | 48.6% |
| Average age | 50.6 |
| Estimated audience size | 7,875,000 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 1% | |
| 20-29 | 10% | |
| 30-39 | 12% | |
| 40-49 | 24% | |
| 50+ | 52% |
The strongest cross-interests of the Systembolaget audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Gin | Food & Beverages | 4.59× | ||
| 02 | Bingolotto | Movies & TV | 2.50× | ||
| 03 | Wine | Food & Beverages | 2.43× | ||
| 04 | Dinner | Food & Beverages | 2.39× | ||
| 05 | Beer | Food & Beverages | 2.15× | ||
| 06 | Nordea | Business & Career | 2.04× | ||
| 07 | Willys | Shopping | 2.00× | ||
| 08 | Ryanair | Travel & Leisure | 1.93× | ||
| 09 | Handelsbanken | News | 1.87× | ||
| 10 | Avanza | Business & Career | 1.72× | ||
| 11 | Swedbank | Business & Career | 1.71× | ||
| 12 | House | Home & Garden | 1.71× | ||
| 13 | Hotels | Travel & Leisure | 1.71× | ||
| 14 | Home improvement | Home & Garden | 1.63× | ||
| 15 | Cooking | Food & Beverages | 1.56× | ||
| 16 | Clas Ohlson | Shopping | 1.55× | ||
| 17 | Stockholm | Travel & Leisure | 1.53× | ||
| 18 | Furniture | Home & Garden | 1.52× | ||
| 19 | Institute of Contemporary Arts | Music & Radio | 1.51× | ||
| 20 | Family | Kids & Family | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.88× | |
| Social Media Usage | JOY | 1.52× | |
| Healthy Lifestyle | BALANCE | 1.33× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.47× | |
| Early Adopter Mentality | POWER | 0.78× | |
| Design Affinity | PREMIUM | 0.90× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Systembolaget. 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 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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