A data profile of the people who buy, follow and care about Leroy Merlin in Spain — modelled from more than twelve digital signal sources. Leroy Merlin has an estimated audience of 5,238,434 people in Spain.
The average Leroy Merlin fan in Spain is 44.9 years old, more female, and lives primarily in Andalusia.
The audience is concentrated in Andalusia, Catalonia, Community of Madrid.
Top brand affinities include IKEA, Aldi, Deco, with strongest over-indexing on IKEA (2.08× the country average).
Demographically, the Leroy Merlin audience skews more female with an average age of 44.9, 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 17 regions tracked by Rascasse.
The typical Leroy Merlin fan in Spain is more female, around 44.9 years old, with strong DIY Mentality tendencies and a notable affinity for IKEA.
The key figures that characterise the Leroy Merlin profile in Spain.
67.3% are female, 32.7% are male, average age 44.9.
| Metric | Value |
|---|---|
| Female | 67.3% |
| Male | 32.7% |
| Average age | 44.9 |
| Estimated audience size | 5,238,434 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 29% | |
| 50+ | 30% |
Where the Leroy Merlin audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Comunidad Valenciana | ~800K | 1.37× | |
| 02 | Region of Murcia | ~200K | 1.29× | |
| 03 | Castilla-La Mancha | ~300K | 1.27× | |
| 04 | Extremadura | ~100K | 1.23× | |
| 05 | Andalusia | ~1M | 1.15× | |
| 06 | Catalonia | ~1M | 1.05× | |
| 07 | Community of Madrid | ~900K | 0.97× | |
| 08 | Galicia | ~200K | 0.95× | |
| 09 | Canary Islands | ~200K | 0.93× | |
| 10 | Castile and León | ~200K | 0.92× | |
| 11 | Cantabria | ~60K | 0.91× | |
| 12 | Basque Autonomous Country | ~200K | 0.88× | |
| 13 | La Rioja | ~30K | 0.88× | |
| 14 | Principality of Asturias | ~100K | 0.87× | |
| 15 | Navarre | ~50K | 0.81× | |
| 16 | Aragon | ~100K | 0.77× | |
| 17 | Balearic Islands | ~100K | 0.75× |
The strongest cross-interests of the Leroy Merlin audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Conforama | Home & Garden | 2.84× | ||
| 02 | Home Interior Design | Home & Garden | 2.61× | ||
| 03 | Home construction | Home & Garden | 2.52× | ||
| 04 | Home repair | Home & Garden | 2.52× | ||
| 05 | Zara Home | Home & Garden | 2.48× | ||
| 06 | Home Design | Home & Garden | 2.44× | ||
| 07 | Deco | Home & Garden | 2.31× | ||
| 08 | Chair | Home & Garden | 2.31× | ||
| 09 | Aldi | Shopping | 2.14× | ||
| 10 | IKEA | Home & Garden | 2.08× | ||
| 11 | Renovation | Home & Garden | 1.88× | ||
| 12 | Lidl | Shopping | 1.81× | ||
| 13 | La Caixa | Business & Career | 1.73× | ||
| 14 | El Confidencial | News | 1.72× | ||
| 15 | Do it yourself (DIY) | Home & Garden | 1.72× | ||
| 16 | Home improvement | Home & Garden | 1.71× | ||
| 17 | Culinary art | Arts & Culture | 1.69× | ||
| 18 | Carrefour | Shopping | 1.69× | ||
| 19 | Mercadona | Shopping | 1.64× | ||
| 20 | AliExpress | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.97× | |
| Price Sensitivity | PREMIUM | 1.40× | |
| Design Affinity | PREMIUM | 1.34× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.60× | |
| Early Adopter Mentality | POWER | 0.66× | |
| Mindfulness | BALANCE | 0.71× |
Leroy Merlin's target market in Spain covers an estimated 5,238,434 people, concentrated in Andalusia and Catalonia.
67.3% of the Leroy Merlin audience are female, 32.7% are male, with an average age of 44.9 years.
Leroy Merlin fans show strongest brand affinity for IKEA (2.08×), Aldi (2.14×), and Deco (2.31×) over the country average.
Leroy Merlin fans in Spain are most concentrated in Andalusia (reach ~1M), Catalonia (reach ~1M), and Community of Madrid (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Leroy Merlin itself, the audience over-indexes on Aldi (2.14×), Deco (2.31×), El Confidencial (1.72×), and Home improvement (1.71×) compared to the Spain average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain 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 Spain. 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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