IKEA Audience in France
IKEA has an estimated audience of 13,453,940 people in France. 64.2% are female, 35.8% are male, average age 41.9. Top regions: Île-de-France, Auvergne-Rhône-Alpes, Hauts-de-France. Top brand affinities: Ready-to-assemble furniture, Castorama, vertbaudet, Brico Dépôt, Furniture.
The average IKEA fan in France is 41.9 years old, more female, and lives primarily in Île-de-France. The audience is concentrated in Île-de-France, Auvergne-Rhône-Alpes, Hauts-de-France. Top brand affinities include Ready-to-assemble furniture, Castorama, vertbaudet, with strongest over-indexing on Ready-to-assemble furniture (6.9× the country average). Demographically, the IKEA audience skews more female with an average age of 41.9, and over-indexes on personality traits such as Patriotism, Urban Lifestyle. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand · Subtype: Furniture
Demographics of IKEA fans
| Metric | Value |
|---|---|
| Female | 64.2% |
| Male | 35.8% |
| Average age | 41.9 |
| Estimated audience size | 13,453,940 |
Audience persona
The typical IKEA fan in France is more female, around 41.9 years old, with strong Patriotism tendencies and a notable affinity for Ready-to-assemble furniture.
Top regions in France
| Region | Reach | Affinity |
|---|---|---|
| Île-de-France | 3,050,387 | 1.27× |
| Auvergne-Rhône-Alpes | 1,741,505 | 1.1× |
| Hauts-de-France | 1,239,609 | 1.05× |
| Provence-Alpes-Côte d'Azur | 1,231,986 | 1.23× |
| Occitanie | 1,142,569 | 0.98× |
| Grand Est | 1,129,438 | 1.04× |
| Nouvelle-Aquitaine | 1,092,546 | 0.92× |
| Normandy | 677,837 | 1.04× |
| Pays de la Loire | 651,273 | 0.87× |
| Brittany | 616,655 | 0.94× |
| Centre-Val de Loire | 541,057 | 1.07× |
| Bourgogne-Franche-Comté | 488,578 | 0.9× |
| Corsica | 39,888 | 0.6× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Ready-to-assemble furniture | 6.9× | Home & Garden |
| Castorama | 3.05× | Shopping |
| vertbaudet | 4.03× | Fashion & Accessoires |
| Brico Dépôt | 2.52× | Shopping |
| Furniture | 2.14× | Home & Garden |
| Kiabi | 2.99× | Fashion & Accessoires |
| Big-box store | 4.34× | Shopping |
| Family | 1.78× | Kids & Family |
| Leroy Merlin | 2.9× | Shopping |
| Lidl | 1.95× | Shopping |
| Gémo | 3.13× | Fashion & Accessoires |
| Auchan | 1.84× | Shopping |
| Petit Bateau | 3.24× | Fashion & Accessoires |
| La Redoute | 1.87× | Shopping |
| Linens | 2.59× | Home & Garden |
| Garden | 1.53× | Home & Garden |
| Recipes | 1.54× | Food & Beverages |
| Garden furniture | 3.38× | Home & Garden |
| Home Appliances | 2.04× | Home & Garden |
| H&M | 1.8× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Patriotism | CONSERVATISM | 38.02 |
| Urban Lifestyle | OPEN | 7.97 |
| Mindfulness | BALANCE | 1.95 |
| Community Orientation | OPEN | 1.71 |
| DIY Mentality | THRILL | 1.67 |
| Indulgence | JOY | 1.64 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.3% |
| Japan | 6.9% |
| Germany | 5.6% |
See IKEA audiences in other countries
More Furniture audiences in France
- Conforama (12,324,325)
- SKLUM (3,341,930)
- Roche Bobois (2,801,983)
- Linvosges (2,352,617)
- Kave Home (1,427,951)
Frequently asked questions
How many fans does IKEA have in France?
IKEA has an estimated audience of 13,453,940 people in France, concentrated in Île-de-France and Auvergne-Rhône-Alpes.
What is the gender split and age of IKEA fans?
64.2% of IKEA fans are female, 35.8% are male, with an average age of 41.9 years.
Which brands do IKEA fans like most?
IKEA fans show strongest brand affinity for Ready-to-assemble furniture (6.9×), Castorama (3.05×), and vertbaudet (4.03×) over the country average.
Where do IKEA fans live in France?
IKEA fans in France are most concentrated in Île-de-France (reach 3,050,387), Auvergne-Rhône-Alpes (reach 1,741,505), and Hauts-de-France (reach 1,239,609). These three regions account for the largest share of the active audience.
What other brands do IKEA fans also like?
Beyond IKEA itself, the audience over-indexes on Castorama (3.05×), vertbaudet (4.03×), Brico Dépôt (2.52×), and Furniture (2.14×) compared to the France average.
How to read this data
Audience size is the estimated number of people in France who actively search for IKEA. 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.