A data profile of the people who buy, follow and care about Leroy Merlin in Brazil — modelled from more than twelve digital signal sources. Leroy Merlin has an estimated audience of 6,321,244 people in Brazil.
The average Leroy Merlin fan in Brazil is 44.4 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include João Fonseca, Tok&Stok, Mount Etna, with strongest over-indexing on João Fonseca (1.52× the country average).
Demographically, the Leroy Merlin audience skews more female with an average age of 44.4, and over-indexes on personality traits such as Design Affinity, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Leroy Merlin fan in Brazil is more female, around 44.4 years old, with strong Design Affinity tendencies and a notable affinity for João Fonseca.
The key figures that characterise the Leroy Merlin profile in Brazil.
69.4% are female, 30.6% are male, average age 44.4.
| Metric | Value |
|---|---|
| Female | 69.4% |
| Male | 30.6% |
| Average age | 44.4 |
| Estimated audience size | 6,321,244 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 16% | |
| 30-39 | 22% | |
| 40-49 | 24% | |
| 50+ | 30% |
Where the Leroy Merlin audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Federal District | ~300K | 3.06× | |
| 02 | São Paulo | ~4.5M | 2.99× | |
| 03 | Mato Grosso do Sul | ~200K | 2.22× | |
| 04 | Rio Grande do Sul | ~800K | 2.18× | |
| 05 | Rio de Janeiro | ~1M | 2.01× | |
| 06 | Paraná | ~700K | 1.90× | |
| 07 | Minas Gerais | ~1M | 1.88× | |
| 08 | Espírito Santo | ~200K | 1.85× | |
| 09 | Santa Catarina | ~400K | 1.51× | |
| 10 | Rio Grande do Norte | ~200K | 1.47× | |
| 11 | Goiás | ~300K | 1.37× | |
| 12 | Alagoas | ~100K | 1.26× | |
| 13 | Ceará | ~300K | 1.17× | |
| 14 | Bahia | ~300K | 0.76× | |
| 15 | Roraima | ~8K | 0.45× | |
| 16 | Amapá | ~10K | 0.43× | |
| 17 | Acre | ~9K | 0.43× | |
| 18 | Tocantins | ~10K | 0.25× | |
| 19 | Rondônia | ~10K | 0.24× | |
| 20 | Sergipe | ~10K | 0.22× | |
| 21 | Piauí | ~20K | 0.20× | |
| 22 | Paraíba | ~20K | 0.19× | |
| 23 | Mato Grosso | ~20K | 0.19× | |
| 24 | Amazonas | ~20K | 0.17× | |
| 25 | Pernambuco | ~50K | 0.16× | |
| 26 | Maranhão | ~20K | 0.15× | |
| 27 | Pará | ~30K | 0.14× |
The strongest cross-interests of the Leroy Merlin audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Casa e Jardim | Home & Garden | 4.98× | ||
| 02 | Tok&Stok | Home & Garden | 4.77× | ||
| 03 | Mount Etna | Travel & Leisure | 4.03× | ||
| 04 | Mobly | Shopping | 3.37× | ||
| 05 | Home Design | Home & Garden | 3.36× | ||
| 06 | Deco | Home & Garden | 3.20× | ||
| 07 | Architecture & Design | Business & Career | 3.03× | ||
| 08 | Blanket | Home & Garden | 2.51× | ||
| 09 | Dining room | Home & Garden | 2.45× | ||
| 10 | Pillow | Home & Garden | 2.37× | ||
| 11 | Living room | Home & Garden | 2.28× | ||
| 12 | Modern architecture | Arts & Culture | 2.02× | ||
| 13 | Mattress | Home & Garden | 1.98× | ||
| 14 | Flower | Home & Garden | 1.95× | ||
| 15 | Bed | Home & Garden | 1.69× | ||
| 16 | Dafiti | Fashion & Accessoires | 1.62× | ||
| 17 | Renovation | Home & Garden | 1.61× | ||
| 18 | Sewing | Home & Garden | 1.53× | ||
| 19 | João Fonseca | Sports | 1.52× | ||
| 20 | Knitting | Home & Garden | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.02× | |
| Quality Awareness | PREMIUM | 1.67× | |
| DIY Mentality | THRILL | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.74× | |
| Early Adopter Mentality | POWER | 0.77× | |
| Risk Appetite | THRILL | 0.78× |
Leroy Merlin's target market in Brazil covers an estimated 6,321,244 people, concentrated in São Paulo and Minas Gerais.
69.4% of the Leroy Merlin audience are female, 30.6% are male, with an average age of 44.4 years.
Leroy Merlin fans show strongest brand affinity for João Fonseca (1.52×), Tok&Stok (4.77×), and Mount Etna (4.03×) over the country average.
Leroy Merlin fans in Brazil are most concentrated in São Paulo (reach ~4.5M), Minas Gerais (reach ~1M), and Rio de Janeiro (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Leroy Merlin itself, the audience over-indexes on Tok&Stok (4.77×), Mount Etna (4.03×), Flower (1.95×), and Living room (2.28×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Leroy Merlin. 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 Brazil. 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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