Leroy Merlin Target Market in Germany
A data profile of the people who buy, follow and care about Leroy Merlin in Germany — modelled from more than twelve digital signal sources. Leroy Merlin has an estimated audience of 620,051 people in Germany.
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, Hessen.
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 Design Affinity, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Leroy Merlin fan in Germany is more female, around 37.0 years old, with strong Design Affinity tendencies and a notable affinity for Auchan.
At a glance
The key figures that characterise the Leroy Merlin profile in Germany.
Search interest · 12-month trend
Customer demographics of Leroy Merlin
61.8% are female, 38.2% are male, average age 37.0.
Gender split
| Metric | Value |
|---|---|
| Female | 61.8% |
| Male | 38.2% |
| Average age | 37.0 |
| Estimated audience size | 620,051 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 21% | |
| 30-39 | 21% | |
| 40-49 | 19% | |
| 50+ | 15% |
Geography
Where the Leroy Merlin audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Saarland | ~20K | 2.68× | |
| 02 | Hessen | ~90K | 1.83× | |
| 03 | Brandenburg | ~20K | 1.29× | |
| 04 | Baden-Württemberg | ~100K | 1.27× | |
| 05 | Berlin | ~30K | 1.17× | |
| 06 | Sachsen | ~30K | 1.00× | |
| 07 | Rheinland-Pfalz | ~30K | 0.90× | |
| 08 | Bayern | ~90K | 0.87× | |
| 09 | Mecklenburg-Vorpommern | ~10K | 0.84× | |
| 10 | Hamburg | ~10K | 0.82× | |
| 11 | Nordrhein-Westfalen | ~100K | 0.72× | |
| 12 | Niedersachsen | ~40K | 0.62× | |
| 13 | Bremen | ~3K | 0.61× | |
| 14 | Schleswig-Holstein | ~10K | 0.54× | |
| 15 | Sachsen-Anhalt | ~9K | 0.54× | |
| 16 | Thüringen | ~8K | 0.50× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Leroy Merlin audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Auchan | Shopping | 37.70× | ||
| 02 | The Fall (band) | Music & Radio | 36.96× | ||
| 03 | Pope John Paul II | Politics & Society | 20.00× | ||
| 04 | Pepco | Fashion & Accessoires | 19.53× | ||
| 05 | Carrefour | Shopping | 18.68× | ||
| 06 | Gazeta.pl | News | 15.84× | ||
| 07 | Wirtualna Polska | News | 15.38× | ||
| 08 | Gazeta Wyborcza | News | 15.15× | ||
| 09 | OLX | Shopping | 13.53× | ||
| 10 | PUDELEK | News | 13.21× | ||
| 11 | Onet.pl | News | 12.78× | ||
| 12 | Allegro (auction website) | Shopping | 12.41× | ||
| 13 | The Holiday | Movies & TV | 9.96× | ||
| 14 | Catherine, Duchess of Cambridge | Politics & Society | 8.89× | ||
| 15 | WC (rapper) | Music & Radio | 7.94× | ||
| 16 | Microwave oven | Home & Garden | 6.14× | ||
| 17 | Pillow | Home & Garden | 4.64× | ||
| 18 | Dining room | Home & Garden | 4.49× | ||
| 19 | Danish design | Home & Garden | 4.13× | ||
| 20 | Living room | Home & Garden | 3.49× |
Personality of the Leroy Merlin audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.26× | |
| Quality Awareness | PREMIUM | 1.72× | |
| DIY Mentality | THRILL | 1.53× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.60× | |
| Risk Appetite | THRILL | 0.86× | |
| Mindfulness | BALANCE | 0.91× |
Frequently asked questions
Who is Leroy Merlin's target market in Germany?
Leroy Merlin's target market in Germany covers an estimated 620,051 people, concentrated in Baden-Württemberg and Nordrhein-Westfalen.
What is the gender split and age of Leroy Merlin customers?
61.8% of the Leroy Merlin audience 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 ~100K), Nordrhein-Westfalen (reach ~100K), and Hessen (reach ~90K). 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.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Hardware store audiences in Germany
- Obi (store) (19,801,773)
- Bauhaus (16,532,923)
- Hornbach (13,935,473)
- Globus Baumarkt (8,779,763)
- Hagebaumarkt (8,567,493)
See Leroy Merlin audiences in other countries
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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.