Leroy Merlin Audience in Germany
Leroy Merlin has an estimated audience of 615,918 people in Germany. 61.8% are female, 38.2% are male, average age 37.0. Top regions: Baden-Württemberg, Nordrhein-Westfalen, Bayern. Top brand affinities: Auchan, Carrefour, Pepco, Onet.pl, The Fall (band).
The average Leroy Merlin fan in Germany is 37.0 years old, more female, and lives primarily in Baden-Württemberg. The audience is concentrated in Baden-Württemberg, Nordrhein-Westfalen, Bayern. Top brand affinities include Auchan, Carrefour, Pepco, with strongest over-indexing on Auchan (37.7× the country average). Demographically, the Leroy Merlin audience skews more female with an average age of 37.0, and over-indexes on personality traits such as Quality Awareness, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Hardware store
Demographics of Leroy Merlin fans
| Metric | Value |
|---|---|
| Female | 61.8% |
| Male | 38.2% |
| Average age | 37.0 |
| Estimated audience size | 615,918 |
Audience persona
The typical Leroy Merlin fan in Germany is more female, around 37.0 years old, with strong Quality Awareness tendencies and a notable affinity for Auchan.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Baden-Württemberg | 111,563 | 1.33× |
| Nordrhein-Westfalen | 100,381 | 0.74× |
| Bayern | 86,457 | 0.87× |
| Hessen | 73,381 | 1.56× |
| Niedersachsen | 38,319 | 0.64× |
| Berlin | 34,580 | 1.26× |
| Sachsen | 30,851 | 1.02× |
| Rheinland-Pfalz | 29,412 | 0.95× |
| Brandenburg | 24,824 | 1.3× |
| Saarland | 19,927 | 2.63× |
| Hamburg | 11,853 | 0.85× |
| Schleswig-Holstein | 11,470 | 0.52× |
| Mecklenburg-Vorpommern | 9,904 | 0.84× |
| Sachsen-Anhalt | 8,010 | 0.5× |
| Thüringen | 6,790 | 0.43× |
| Bremen | 2,840 | 0.54× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Auchan | 37.7× | Shopping |
| Carrefour | 18.68× | Shopping |
| Pepco | 19.53× | Fashion & Accessoires |
| Onet.pl | 12.78× | News |
| The Fall (band) | 36.96× | Music & Radio |
| Pope John Paul II | 20× | Politics & Society |
| OLX | 13.53× | Shopping |
| Wirtualna Polska | 15.38× | News |
| Allegro (auction website) | 12.41× | Shopping |
| Catherine, Duchess of Cambridge | 8.89× | Politics & Society |
| Gazeta.pl | 15.84× | News |
| PUDELEK | 13.21× | News |
| The Holiday | 9.96× | Movies & TV |
| WC (rapper) | 7.94× | Music & Radio |
| Living room | 3.49× | Home & Garden |
| Microwave oven | 6.14× | Home & Garden |
| Dining room | 4.49× | Home & Garden |
| Danish design | 4.13× | Home & Garden |
| Gazeta Wyborcza | 15.15× | News |
| Pillow | 4.64× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 2.22 |
| Indulgence | JOY | 1.91 |
| Design Affinity | PREMIUM | 1.64 |
| Convenience Orientation | PREMIUM | 1.38 |
| DIY Mentality | THRILL | 1.27 |
| Price Sensitivity | PREMIUM | 1.27 |
Worldwide distribution
| Country | Share |
|---|---|
| Italy | 19.3% |
| France | 15.5% |
| Brazil | 14.5% |
See Leroy Merlin audiences in other countries
More Hardware store audiences in Germany
- Obi (store) (19,461,870)
- Bauhaus (16,532,923)
- Globus Baumarkt (14,781,981)
- Hornbach (13,881,067)
- Hagebaumarkt (8,824,387)
Frequently asked questions
How many fans does Leroy Merlin have in Germany?
Leroy Merlin has an estimated audience of 615,918 people in Germany, concentrated in Baden-Württemberg and Nordrhein-Westfalen.
What is the gender split and age of Leroy Merlin fans?
61.8% of Leroy Merlin fans are female, 38.2% are male, with an average age of 37.0 years.
Which brands do Leroy Merlin fans like most?
Leroy Merlin fans show strongest brand affinity for Auchan (37.7×), Carrefour (18.68×), and Pepco (19.53×) over the country average.
Where do Leroy Merlin fans live in Germany?
Leroy Merlin fans in Germany are most concentrated in Baden-Württemberg (reach 111,563), Nordrhein-Westfalen (reach 100,381), and Bayern (reach 86,457). These three regions account for the largest share of the active audience.
What other brands do Leroy Merlin fans also like?
Beyond Leroy Merlin itself, the audience over-indexes on Carrefour (18.68×), Pepco (19.53×), Onet.pl (12.78×), and The Fall (band) (36.96×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.