Brico Dépôt Target Market in France
Brico Dépôt has an estimated audience of 13,393,390 people in France. 58.1% are female, 41.9% are male, average age 45.4. Top regions: Hauts-de-France, Île-de-France, Grand Est. Top brand affinities: Mr. Bricolage, Castorama, Engie, Sustainable energy, Bricomarché.
The average Brico Dépôt fan in France is 45.4 years old, more female, and lives primarily in Hauts-de-France. The audience is concentrated in Hauts-de-France, Île-de-France, Grand Est. Top brand affinities include Mr. Bricolage, Castorama, Engie, with strongest over-indexing on Mr. Bricolage (5.08× the country average). Demographically, the Brico Dépôt audience skews more female with an average age of 45.4, and over-indexes on personality traits such as DIY Mentality, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Hardware store
Customer demographics of Brico Dépôt
| Metric | Value |
|---|---|
| Female | 58.1% |
| Male | 41.9% |
| Average age | 45.4 |
| Estimated audience size | 13,393,390 |
Audience persona
The typical Brico Dépôt fan in France is more female, around 45.4 years old, with strong DIY Mentality tendencies and a notable affinity for Mr. Bricolage.
Brico Dépôt customers by region in France
| Region | Reach | Affinity |
|---|---|---|
| Hauts-de-France | ~2M | 1.64× |
| Île-de-France | ~1.5M | 0.67× |
| Grand Est | ~1.5M | 1.28× |
| Auvergne-Rhône-Alpes | ~1.5M | 0.85× |
| Occitanie | ~1.5M | 1.12× |
| Nouvelle-Aquitaine | ~1M | 1.04× |
| Centre-Val de Loire | ~800K | 1.53× |
| Pays de la Loire | ~800K | 1.02× |
| Normandy | ~700K | 1.05× |
| Provence-Alpes-Côte d'Azur | ~700K | 0.67× |
| Bourgogne-Franche-Comté | ~600K | 1.19× |
| Brittany | ~600K | 0.85× |
| Corsica | ~9K | 0.13× |
Top brand affinities of the Brico Dépôt audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Mr. Bricolage | 5.08× | Shopping |
| Castorama | 2.89× | Shopping |
| Engie | 2.25× | Home & Garden |
| Sustainable energy | 4.89× | Home & Garden |
| Bricomarché | 3.02× | Home & Garden |
| Home improvement | 2× | Home & Garden |
| Renovation | 2.15× | Home & Garden |
| Solar panel | 4.65× | Home & Garden |
| Renewable energy | 3.22× | Business & Career |
| Conforama | 1.84× | Home & Garden |
| Furniture | 1.6× | Home & Garden |
| Garden | 1.55× | Home & Garden |
| Leroy Merlin | 2.46× | Shopping |
| IKEA | 1.74× | Home & Garden |
| Maisons du Monde | 2.81× | Home & Garden |
| Lidl | 1.67× | Shopping |
| Photovoltaics | 4.79× | Home & Garden |
| Lapeyre | 3.62× | Home & Garden |
| King Jouet | 2.18× | Shopping |
| DIY Projects | 5.1× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.81 |
| Sustainability | BALANCE | 1.66 |
| Design Affinity | PREMIUM | 1.48 |
| Quality Awareness | PREMIUM | 1.33 |
| Luxury Orientation | PREMIUM | 1.18 |
| Family Orientation | CONSERVATISM | 1.16 |
Worldwide distribution
| Country | Share |
|---|---|
| France | 55.5% |
| Spain | 23.4% |
| Romania | 8.4% |
See Brico Dépôt audiences in other countries
More Hardware store audiences in France
- Castorama (11,974,120)
- Leroy Merlin (6,767,120)
- Mr. Bricolage (4,227,008)
- Interflora (1,635,774)
- Floralux (254,134)
Frequently asked questions
Who is Brico Dépôt's target market in France?
Brico Dépôt's target market in France covers an estimated 13,393,390 people, concentrated in Hauts-de-France and Île-de-France.
What is the gender split and age of Brico Dépôt customers?
58.1% of the Brico Dépôt audience are female, 41.9% are male, with an average age of 45.4 years.
Which brands do Brico Dépôt fans like most?
Brico Dépôt fans show strongest brand affinity for Mr. Bricolage (5.08×), Castorama (2.89×), and Engie (2.25×) over the country average.
Where do Brico Dépôt fans live in France?
Brico Dépôt fans in France are most concentrated in Hauts-de-France (reach ~2M), Île-de-France (reach ~1.5M), and Grand Est (reach ~1.5M). These three regions account for the largest share of the active audience.
What other brands do Brico Dépôt fans also like?
Beyond Brico Dépôt itself, the audience over-indexes on Castorama (2.89×), Engie (2.25×), Sustainable energy (4.89×), and Bricomarché (3.02×) compared to the France average.
How to read this data
Audience size is the estimated number of people in France who actively search for Brico Dépôt. 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 France. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.