Leroy Merlin Target Market in Spain
Leroy Merlin has an estimated audience of 5,238,434 people in Spain. 67.3% are female, 32.7% are male, average age 44.9. Top regions: Andalusia, Catalonia, Community of Madrid. Top brand affinities: IKEA, Aldi, Deco, El Confidencial, Conforama.
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.
Category: Shopping · Type: Brand · Subtype: Hardware store
Customer demographics of Leroy Merlin
| Metric | Value |
|---|---|
| Female | 67.3% |
| Male | 32.7% |
| Average age | 44.9 |
| Estimated audience size | 5,238,434 |
Audience persona
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.
Leroy Merlin customers by region in Spain
| Region | Reach | Affinity |
|---|---|---|
| Andalusia | ~1M | 1.15× |
| Catalonia | ~1M | 1.05× |
| Community of Madrid | ~900K | 0.97× |
| Comunidad Valenciana | ~800K | 1.37× |
| Castilla-La Mancha | ~300K | 1.27× |
| Canary Islands | ~200K | 0.93× |
| Galicia | ~200K | 0.95× |
| Region of Murcia | ~200K | 1.29× |
| Castile and León | ~200K | 0.92× |
| Basque Autonomous Country | ~200K | 0.88× |
| Extremadura | ~100K | 1.23× |
| Balearic Islands | ~100K | 0.75× |
| Principality of Asturias | ~100K | 0.87× |
| Aragon | ~100K | 0.77× |
| Cantabria | ~60K | 0.91× |
| Navarre | ~50K | 0.81× |
| La Rioja | ~30K | 0.88× |
Top brand affinities of the Leroy Merlin audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| IKEA | 2.08× | Home & Garden |
| Aldi | 2.14× | Shopping |
| Deco | 2.31× | Home & Garden |
| El Confidencial | 1.72× | News |
| Conforama | 2.84× | Home & Garden |
| Home improvement | 1.71× | Home & Garden |
| Lidl | 1.81× | Shopping |
| Zara Home | 2.48× | Home & Garden |
| Do it yourself (DIY) | 1.72× | Home & Garden |
| Culinary art | 1.69× | Arts & Culture |
| Mercadona | 1.64× | Shopping |
| La Caixa | 1.73× | Business & Career |
| Carrefour | 1.69× | Shopping |
| Home construction | 2.52× | Home & Garden |
| Home repair | 2.52× | Home & Garden |
| Renovation | 1.88× | Home & Garden |
| MSN | 1.9× | News |
| Chair | 2.31× | Home & Garden |
| Home Interior Design | 2.61× | Home & Garden |
| AliExpress | 1.51× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.97 |
| Price Sensitivity | PREMIUM | 1.4 |
| Design Affinity | PREMIUM | 1.34 |
| Quality Awareness | PREMIUM | 1.32 |
| Creativity | OPEN | 1.21 |
| Family Orientation | CONSERVATISM | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| Italy | 19.3% |
| France | 15.5% |
| Brazil | 14.4% |
See Leroy Merlin audiences in other countries
More Hardware store audiences in Spain
- Brico Dépôt (5,632,775)
- Bauhaus (4,339,884)
- Interflora (461,614)
- Castorama (450,412)
- Lowe's (158,769)
Frequently asked questions
Who is Leroy Merlin's target market in Spain?
Leroy Merlin's target market in Spain covers an estimated 5,238,434 people, concentrated in Andalusia and Catalonia.
What is the gender split and age of Leroy Merlin customers?
67.3% of the Leroy Merlin audience are female, 32.7% are male, with an average age of 44.9 years.
Which brands do Leroy Merlin fans like most?
Leroy Merlin fans show strongest brand affinity for IKEA (2.08×), Aldi (2.14×), and Deco (2.31×) over the country average.
Where do Leroy Merlin fans live in Spain?
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.
What other brands do Leroy Merlin fans also like?
Beyond Leroy Merlin itself, the audience over-indexes on Aldi (2.14×), Deco (2.31×), El Confidencial (1.72×), and Conforama (2.84×) compared to the Spain average.
How to read this data
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.
About this audience profile
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.