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Well-educated people who live primarily in big cities.

Fashion-conscious people who think it is important to be well-dressed and attractive.

Early adopters.

Pay more for quality, stylish design and strong brands.

Risk takers who are open to change and new ideas.

Care about having a nice home, often looking for inspiration for their home.

Careerists with a stressful lifestyle who find the internet makes their lives easier.

Empathetic people who give to charity, are environmentally friendly and believe that Sweden should accept refugees.

Art and culture enthusiasts.

Genderverdeling

Dames
90%
Mannen
10%

Age

Bron: Orvesto Konsument 2023:2
16-24 years
16%
25-34 years
23%
35-44 years
17%
45-54 years
18%
55-64 years
13%
65-80 years
9%

High spenders (index)

Bron: Orvesto Konsument 2023:2
Make-up
369
Beauty treatments
319
Skin care products
307
Jewelry
302
Hair care products
266

Interests (index)

Bron: Orvesto Konsument 2023:2
Beauty care
321
Hair care
272
Skin care
269
Fashion
259
Celebrities
249

Geografisk fördelning

Bron: Orvesto Konsument 2023:2
Storstad
52%
Övriga
48%