Leroy Merlin Target Market in France
Leroy Merlin has an estimated audience of 6,767,119 people in France. 59.3% are female, 40.7% are male, average age 42.3. Top regions: Île-de-France, Hauts-de-France, Nouvelle-Aquitaine. Top brand affinities: Brico Dépôt, Castorama, Engie, Mr. Bricolage, Home improvement.
The average Leroy Merlin fan in France is 42.3 years old, more female, and lives primarily in Île-de-France. The audience is concentrated in Île-de-France, Hauts-de-France, Nouvelle-Aquitaine. Top brand affinities include Brico Dépôt, Castorama, Engie, with strongest over-indexing on Brico Dépôt (2.41× the country average). Demographically, the Leroy Merlin audience skews more female with an average age of 42.3, and over-indexes on personality traits such as Design Affinity, DIY Mentality. 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 Leroy Merlin
| Metric | Value |
|---|---|
| Female | 59.3% |
| Male | 40.7% |
| Average age | 42.3 |
| Estimated audience size | 6,767,119 |
Audience persona
The typical Leroy Merlin fan in France is more female, around 42.3 years old, with strong Design Affinity tendencies and a notable affinity for Brico Dépôt.
Leroy Merlin customers by region in France
| Region | Reach | Affinity |
|---|---|---|
| Île-de-France | ~1M | 0.98× |
| Hauts-de-France | ~800K | 1.28× |
| Nouvelle-Aquitaine | ~700K | 1.17× |
| Auvergne-Rhône-Alpes | ~600K | 0.77× |
| Occitanie | ~600K | 0.97× |
| Grand Est | ~500K | 0.84× |
| Provence-Alpes-Côte d'Azur | ~500K | 0.91× |
| Pays de la Loire | ~400K | 1.09× |
| Brittany | ~400K | 1.11× |
| Normandy | ~400K | 1.07× |
| Centre-Val de Loire | ~300K | 1.18× |
| Bourgogne-Franche-Comté | ~200K | 0.72× |
| Corsica | ~30K | 0.89× |
Top brand affinities of the Leroy Merlin audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Brico Dépôt | 2.41× | Shopping |
| Castorama | 2.13× | Shopping |
| Engie | 1.58× | Home & Garden |
| Mr. Bricolage | 3.33× | Shopping |
| Home improvement | 1.72× | Home & Garden |
| IKEA | 1.73× | Home & Garden |
| Maisons du Monde | 2.54× | Home & Garden |
| Renovation | 1.68× | Home & Garden |
| Bricomarché | 1.95× | Home & Garden |
| Sustainable energy | 3.04× | Home & Garden |
| Gardening | 1.53× | Home & Garden |
| Dog food | 2.24× | Pets & Animals |
| Alinea | 2.04× | Home & Garden |
| Deco | 1.55× | Home & Garden |
| Home repair | 2.04× | Home & Garden |
| Renewable energy | 2.11× | Business & Career |
| Cat food | 2.16× | Pets & Animals |
| Solar panel | 2.87× | Home & Garden |
| Garden furniture | 2.22× | Home & Garden |
| Lapeyre | 2.65× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.54 |
| DIY Mentality | THRILL | 1.52 |
| Sustainability | BALANCE | 1.44 |
| Pet Ownership | JOY | 1.35 |
| Quality Awareness | PREMIUM | 1.23 |
| Luxury Orientation | PREMIUM | 1.19 |
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 France
- Brico Dépôt (13,393,390)
- Castorama (11,974,120)
- Mr. Bricolage (4,227,008)
- Interflora (1,635,774)
- Floralux (254,134)
Frequently asked questions
Who is Leroy Merlin's target market in France?
Leroy Merlin's target market in France covers an estimated 6,767,119 people, concentrated in Île-de-France and Hauts-de-France.
What is the gender split and age of Leroy Merlin customers?
59.3% of the Leroy Merlin audience are female, 40.7% are male, with an average age of 42.3 years.
Which brands do Leroy Merlin fans like most?
Leroy Merlin fans show strongest brand affinity for Brico Dépôt (2.41×), Castorama (2.13×), and Engie (1.58×) over the country average.
Where do Leroy Merlin fans live in France?
Leroy Merlin fans in France are most concentrated in Île-de-France (reach ~1M), Hauts-de-France (reach ~800K), and Nouvelle-Aquitaine (reach ~700K). 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 Castorama (2.13×), Engie (1.58×), Mr. Bricolage (3.33×), and Home improvement (1.72×) compared to the France average.
How to read this data
Audience size is the estimated number of people in France 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 France. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.