A data profile of the people who buy, follow and care about Willys in Sweden — modelled from more than twelve digital signal sources. Willys has an estimated audience of 5,634,482 people in Sweden.
Willys has an estimated audience of 5,634,482 people in Sweden. 59.2% are female, 40.8% are male, average age 47.4. Top brand affinities: Knorr (brand), Lidl, Malmö FF, Systembolaget, Biltema.
Top brand affinities include Knorr (brand), Lidl, Malmö FF, with strongest over-indexing on Knorr (brand) (50.41× the country average).
Demographically, the Willys audience skews more female with an average age of 47.4, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.
The typical Willys fan in Sweden is more female, around 47.4 years old, with strong Quality Awareness tendencies and a notable affinity for Knorr (brand).
The key figures that characterise the Willys profile in Sweden.
59.2% are female, 40.8% are male, average age 47.4.
| Metric | Value |
|---|---|
| Female | 59.2% |
| Male | 40.8% |
| Average age | 47.4 |
| Estimated audience size | 5,634,482 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 12% | |
| 30-39 | 14% | |
| 40-49 | 22% | |
| 50+ | 44% |
of the worldwide Willys audience comes from Sweden.
| Country | Share |
|---|---|
| Sweden | 74.3% |
| United States | 7.7% |
| Brazil | 4.3% |
The strongest cross-interests of the Willys audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Knorr (brand) | Food & Beverages | 50.41× | ||
| 02 | Malmö FF | Sports | 5.99× | ||
| 03 | Allsvenskan | Sports | 4.10× | ||
| 04 | Vattenfall | Home & Garden | 3.90× | ||
| 05 | IFK Göteborg | Sports | 3.35× | ||
| 06 | Sportbladet | Sports | 3.20× | ||
| 07 | Lidl | Shopping | 3.10× | ||
| 08 | Tele2 | Technology & Electronics | 2.28× | ||
| 09 | Pizza | Food & Beverages | 2.13× | ||
| 10 | Dinner | Food & Beverages | 2.12× | ||
| 11 | Systembolaget | Shopping | 2.00× | ||
| 12 | Biltema | Business & Career | 1.99× | ||
| 13 | Desserts | Food & Beverages | 1.93× | ||
| 14 | Apartment | Business & Career | 1.67× | ||
| 15 | Sveriges Television | Technology & Electronics | 1.66× | ||
| 16 | Tradera | Shopping | 1.64× | ||
| 17 | Vacations | Travel & Leisure | 1.58× | ||
| 18 | Elgiganten | Shopping | 1.55× | ||
| 19 | Nature | Home & Garden | 1.54× | ||
| 20 | Family | Kids & Family | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.36× | |
| DIY Mentality | THRILL | 1.30× | |
| Spirituality | BALANCE | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.84× | |
| Pet Ownership | JOY | 0.86× | |
| Early Adopter Mentality | POWER | 0.88× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Willys. 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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