A data profile of the people who buy, follow and care about Wine & Spirits in Sweden — modelled from more than twelve digital signal sources. Wine & Spirits has an estimated audience of 1,677,139 people in Sweden.
Wine & Spirits has an estimated audience of 1,677,139 people in Sweden. 65.1% are female, 34.9% are male, average age 48.1. Top brand affinities: Sveriges Television, Hemnet, Biltema, Systembolaget, Gina Tricot.
Top brand affinities include Sveriges Television, Hemnet, Biltema, with strongest over-indexing on Sveriges Television (1.84× the country average).
Demographically, the Wine & Spirits audience skews more female with an average age of 48.1, and over-indexes on personality traits such as Indulgence, Design Affinity.
The typical Wine & Spirits fan in Sweden is more female, around 48.1 years old, with strong Indulgence tendencies and a notable affinity for Sveriges Television.
The key figures that characterise the Wine & Spirits profile in Sweden.
65.1% are female, 34.9% are male, average age 48.1.
| Metric | Value |
|---|---|
| Female | 65.1% |
| Male | 34.9% |
| Average age | 48.1 |
| Estimated audience size | 1,677,139 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 13% | |
| 30-39 | 16% | |
| 40-49 | 25% | |
| 50+ | 43% |
of the worldwide Wine & Spirits audience comes from Sweden.
| Country | Share |
|---|---|
| United States | 20.1% |
| Japan | 14.5% |
| Italy | 6.9% |
The strongest cross-interests of the Wine & Spirits audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Single malt whisky | Food & Beverages | 4.18× | ||
| 02 | Jotex | Shopping | 3.87× | ||
| 03 | Fast casual restaurants | Food & Beverages | 3.09× | ||
| 04 | Local food | Food & Beverages | 2.84× | ||
| 05 | Cocktail | Food & Beverages | 2.51× | ||
| 06 | White wine | Food & Beverages | 2.30× | ||
| 07 | Champagne | Food & Beverages | 2.21× | ||
| 08 | Red wine | Food & Beverages | 2.21× | ||
| 09 | Winery | Food & Beverages | 2.17× | ||
| 10 | Sparkling wine | Food & Beverages | 2.14× | ||
| 11 | Wine tasting | Food & Beverages | 2.14× | ||
| 12 | Hobby | Home & Garden | 1.92× | ||
| 13 | Sveriges Television | Technology & Electronics | 1.84× | ||
| 14 | JYSK | Home & Garden | 1.80× | ||
| 15 | Lindex | Fashion & Accessoires | 1.78× | ||
| 16 | Hemnet | Home & Garden | 1.75× | ||
| 17 | Gina Tricot | Fashion & Accessoires | 1.75× | ||
| 18 | Biltema | Business & Career | 1.62× | ||
| 19 | Ryanair | Travel & Leisure | 1.62× | ||
| 20 | Systembolaget | Shopping | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.49× | |
| Design Affinity | PREMIUM | 1.42× | |
| Quality Awareness | PREMIUM | 1.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.83× | |
| Spirituality | BALANCE | 0.93× | |
| Community Orientation | OPEN | 0.97× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden who actively search for Wine & Spirits. 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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