A data profile of the people who buy, follow and care about Brico in Belgium — modelled from more than twelve digital signal sources. Brico has an estimated audience of 4,923,758 people in Belgium.
The average Brico fan in Belgium is 47.1 years old, more female, and lives primarily in Hainaut.
The audience is concentrated in Hainaut, Liege, Flemish Brabant.
Top brand affinities include Hubo, Kruidvat, AutoScout24, with strongest over-indexing on Hubo (2.12× the country average).
Demographically, the Brico audience skews more female with an average age of 47.1, and over-indexes on personality traits such as Urban Lifestyle, Sustainability.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Brico fan in Belgium is more female, around 47.1 years old, with strong Urban Lifestyle tendencies and a notable affinity for Hubo.
The key figures that characterise the Brico profile in Belgium.
56.5% are female, 43.5% are male, average age 47.1.
| Metric | Value |
|---|---|
| Female | 56.5% |
| Male | 43.5% |
| Average age | 47.1 |
| Estimated audience size | 4,923,758 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 14% | |
| 30-39 | 16% | |
| 40-49 | 23% | |
| 50+ | 42% |
Where the Brico audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Walloon Brabant | ~200K | 1.66× | |
| 02 | Liege | ~500K | 1.25× | |
| 03 | Province of Namur | ~300K | 1.21× | |
| 04 | Hainaut | ~600K | 1.19× | |
| 05 | Brussels | ~400K | 1.14× | |
| 06 | Flemish Brabant | ~400K | 1.06× | |
| 07 | Luxembourg | ~100K | 0.84× | |
| 08 | Antwerp | ~400K | 0.78× | |
| 09 | East Flanders | ~300K | 0.68× | |
| 10 | West Flanders | ~300K | 0.61× | |
| 11 | Limburg | ~100K | 0.60× |
The strongest cross-interests of the Brico audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mr. Bricolage | Shopping | 3.24× | ||
| 02 | Brico Dépôt | Shopping | 3.10× | ||
| 03 | Boulanger | Shopping | 2.27× | ||
| 04 | Intermarché | Shopping | 2.14× | ||
| 05 | Hubo | Shopping | 2.12× | ||
| 06 | RTBF | Movies & TV | 2.04× | ||
| 07 | Bijou (jewellery) | Fashion & Accessoires | 1.99× | ||
| 08 | Pâtisserie | Food & Beverages | 1.97× | ||
| 09 | AliExpress | Shopping | 1.81× | ||
| 10 | AutoScout24 | Cars & Mobility | 1.79× | ||
| 11 | Orange | Technology & Electronics | 1.79× | ||
| 12 | Paris | Travel & Leisure | 1.74× | ||
| 13 | Le Soir | News | 1.65× | ||
| 14 | Carrefour | Shopping | 1.60× | ||
| 15 | Kruidvat | Shopping | 1.58× | ||
| 16 | BNP Paribas Fortis | Business & Career | 1.58× | ||
| 17 | Home Appliances | Home & Garden | 1.55× | ||
| 18 | Hairstyle | Beauty & Wellness | 1.53× | ||
| 19 | Black Friday (shopping) | Shopping | 1.51× | ||
| 20 | Coupons | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 2.16× | |
| Sustainability | BALANCE | 1.36× | |
| Pet Ownership | JOY | 1.06× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 0.25× | |
| Travelling | THRILL | 0.65× | |
| Early Adopter Mentality | POWER | 0.69× |
Brico's target market in Belgium covers an estimated 4,923,758 people, concentrated in Hainaut and Liege.
56.5% of the Brico audience are female, 43.5% are male, with an average age of 47.1 years.
Brico fans show strongest brand affinity for Hubo (2.12×), Kruidvat (1.58×), and AutoScout24 (1.79×) over the country average.
Brico fans in Belgium are most concentrated in Hainaut (reach ~600K), Liege (reach ~500K), and Flemish Brabant (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Brico itself, the audience over-indexes on Kruidvat (1.58×), AutoScout24 (1.79×), Carrefour (1.6×), and RTBF (2.04×) compared to the Belgium average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for Brico. 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 Belgium. 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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