Magazine Luiza Target Market in Brazil
Magazine Luiza has an estimated audience of 16,569,330 people in Brazil. 67.1% are female, 32.9% are male, average age 39.8. Top regions: São Paulo, Minas Gerais, Rio Grande do Sul. Top brand affinities: O Boticário, AliExpress, Home Appliances, Credit cards, Carrefour.
The average Magazine Luiza fan in Brazil is 39.8 years old, more female, and lives primarily in São Paulo. The audience is concentrated in São Paulo, Minas Gerais, Rio Grande do Sul. Top brand affinities include O Boticário, AliExpress, Home Appliances, with strongest over-indexing on O Boticário (1.74× the country average). Demographically, the Magazine Luiza audience skews more female with an average age of 39.8, and over-indexes on personality traits such as DIY Mentality, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Apparel
Customer demographics of Magazine Luiza
| Metric | Value |
|---|---|
| Female | 67.1% |
| Male | 32.9% |
| Average age | 39.8 |
| Estimated audience size | 16,569,330 |
Audience persona
The typical Magazine Luiza fan in Brazil is more female, around 39.8 years old, with strong DIY Mentality tendencies and a notable affinity for O Boticário.
Magazine Luiza customers by region in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | ~4.5M | 1.06× |
| Minas Gerais | ~2.5M | 1.33× |
| Rio Grande do Sul | ~1.5M | 1.58× |
| Bahia | ~1.5M | 1.17× |
| Rio de Janeiro | ~1M | 0.78× |
| Pernambuco | ~1M | 1.52× |
| Paraná | ~1M | 1.09× |
| Santa Catarina | ~900K | 1.23× |
| Ceará | ~900K | 1.22× |
| Goiás | ~700K | 1.03× |
| Pará | ~600K | 1.13× |
| Maranhão | ~500K | 1.3× |
| Paraíba | ~500K | 1.59× |
| Rio Grande do Norte | ~400K | 1.51× |
| Alagoas | ~400K | 1.65× |
| Mato Grosso do Sul | ~300K | 1.33× |
| Mato Grosso | ~300K | 1.01× |
| Piauí | ~300K | 1.35× |
| Sergipe | ~200K | 1.27× |
| Federal District | ~200K | 0.68× |
| Espírito Santo | ~200K | 0.47× |
| Tocantins | ~50K | 0.46× |
| Amazonas | ~50K | 0.16× |
| Rondônia | ~40K | 0.3× |
| Amapá | ~20K | 0.31× |
| Acre | ~20K | 0.31× |
| Roraima | ~10K | 0.26× |
Top brand affinities of the Magazine Luiza audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| O Boticário | 1.74× | Shopping |
| AliExpress | 1.72× | Shopping |
| Home Appliances | 1.53× | Home & Garden |
| Credit cards | 1.54× | Business & Career |
| Carrefour | 1.62× | Shopping |
| Riachuelo | 1.76× | Shopping |
| Netshoes | 1.66× | Shopping |
| Buscapé | 2.25× | Shopping |
| Financial services | 1.56× | Business & Career |
| Crochet | 1.64× | Home & Garden |
| Universe | 1.53× | Politics & Society |
| Hotmart | 1.64× | Shopping |
| Environmental science | 1.65× | Business & Career |
| Coupons | 1.53× | Shopping |
| Lojas Renner | 1.73× | Fashion & Accessoires |
| Banco do Brasil | 1.6× | Business & Career |
| Enel | 1.76× | Home & Garden |
| Vivo (telecommunications) | 1.67× | Technology & Electronics |
| Insurance | 1.59× | Business & Career |
| Sewing | 1.54× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.34 |
| Price Sensitivity | PREMIUM | 1.24 |
| Creativity | OPEN | 1.2 |
| Need for Security | CONSERVATISM | 1.19 |
| Indulgence | JOY | 1.15 |
| Spirituality | BALANCE | 1.14 |
Worldwide distribution
| Country | Share |
|---|---|
| Brazil | 93.5% |
| United States | 1.4% |
| China | 0.9% |
See Magazine Luiza audiences in other countries
More Apparel audiences in Brazil
- LE TOTE (2,285,901)
- ViX Brasil (99,675)
- Floratta Modas Evangelica (44,152)
- Altar'd State (31,086)
- Paris Fashion (25,801)
Frequently asked questions
Who is Magazine Luiza's target market in Brazil?
Magazine Luiza's target market in Brazil covers an estimated 16,569,330 people, concentrated in São Paulo and Minas Gerais.
What is the gender split and age of Magazine Luiza customers?
67.1% of the Magazine Luiza audience are female, 32.9% are male, with an average age of 39.8 years.
Which brands do Magazine Luiza fans like most?
Magazine Luiza fans show strongest brand affinity for O Boticário (1.74×), AliExpress (1.72×), and Home Appliances (1.53×) over the country average.
Where do Magazine Luiza fans live in Brazil?
Magazine Luiza fans in Brazil are most concentrated in São Paulo (reach ~4.5M), Minas Gerais (reach ~2.5M), and Rio Grande do Sul (reach ~1.5M). These three regions account for the largest share of the active audience.
What other brands do Magazine Luiza fans also like?
Beyond Magazine Luiza itself, the audience over-indexes on AliExpress (1.72×), Home Appliances (1.53×), Credit cards (1.54×), and Carrefour (1.62×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for Magazine Luiza. 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.
About this audience profile
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.