Dunelm Audience in United Kingdom
Dunelm has an estimated audience of 13,211,372 people in United Kingdom. 71.4% are female, 28.6% are male, average age 40.1. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: American Student Dental Association, Waitrose, Harry Potter, Bad Bunny, KPop Demon Hunters.
The average Dunelm fan in United Kingdom is 40.1 years old, more female, and lives primarily in England. The audience is concentrated in England, South East, Yorkshire and the Humber. Top brand affinities include American Student Dental Association, Waitrose, Harry Potter, with strongest over-indexing on American Student Dental Association (2.07× the country average). Demographically, the Dunelm audience skews more female with an average age of 40.1, and over-indexes on personality traits such as Indulgence, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand
Demographics of Dunelm fans
| Metric | Value |
|---|---|
| Female | 71.4% |
| Male | 28.6% |
| Average age | 40.1 |
| Estimated audience size | 13,211,372 |
Audience persona
The typical Dunelm fan in United Kingdom is more female, around 40.1 years old, with strong Indulgence tendencies and a notable affinity for American Student Dental Association.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 9,795,263 | 0.8× |
| South East | 1,620,198 | 0.91× |
| Yorkshire and the Humber | 1,387,184 | 1.31× |
| Scotland | 1,126,991 | 0.95× |
| East of England | 1,066,359 | 0.88× |
| Wales | 946,398 | 1.25× |
| South West | 926,911 | 0.85× |
| East Midlands | 880,492 | 0.95× |
| West Midlands | 808,615 | 1.43× |
| North West | 773,993 | 0.55× |
| North East | 575,823 | 1.12× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| American Student Dental Association | 2.07× | Business & Career |
| Waitrose | 1.79× | Shopping |
| Harry Potter | 1.54× | Movies & TV |
| Bad Bunny | 5.67× | Music & Radio |
| KPop Demon Hunters | 2.45× | Movies & TV |
| Home Interior Design | 2.34× | Home & Garden |
| Primark | 1.58× | Shopping |
| Home Design | 2.26× | Home & Garden |
| Healthy habits | 2.33× | Health |
| Harrods | 1.68× | Shopping |
| River Island | 1.75× | Fashion & Accessoires |
| Architecture & Design | 2.37× | Business & Career |
| Home decorating ideas | 2.29× | Home & Garden |
| TK Maxx | 1.68× | Shopping |
| Gymshark | 2.25× | Sports |
| FC Bayern Munich | 1.55× | Sports |
| Bodybuilding & Fitness | 2.91× | Sports |
| New Look | 1.69× | Fashion & Accessoires |
| Costco | 1.67× | Shopping |
| Selfridges | 1.5× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.87 |
| Convenience Orientation | PREMIUM | 1.7 |
| Price Sensitivity | PREMIUM | 1.54 |
| Quality Awareness | PREMIUM | 1.43 |
| DIY Mentality | THRILL | 1.4 |
| Individualism | JOY | 1.38 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 88.3% |
| Spain | 2.9% |
| India | 1.6% |
See Dunelm audiences in other countries
More Home & Garden audiences in United Kingdom
- Barcaffe (19,248,449)
- John Lewis (department store) (18,584,414)
- Gimme! Coffee (18,054,054)
- Aldi (17,402,911)
- Tesco (17,080,413)
Frequently asked questions
How many fans does Dunelm have in United Kingdom?
Dunelm has an estimated audience of 13,211,372 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Dunelm fans?
71.4% of Dunelm fans are female, 28.6% are male, with an average age of 40.1 years.
Which brands do Dunelm fans like most?
Dunelm fans show strongest brand affinity for American Student Dental Association (2.07×), Waitrose (1.79×), and Harry Potter (1.54×) over the country average.
Where do Dunelm fans live in United Kingdom?
Dunelm fans in United Kingdom are most concentrated in England (reach 9,795,263), South East (reach 1,620,198), and Yorkshire and the Humber (reach 1,387,184). These three regions account for the largest share of the active audience.
What other brands do Dunelm fans also like?
Beyond Dunelm itself, the audience over-indexes on Waitrose (1.79×), Harry Potter (1.54×), Bad Bunny (5.67×), and KPop Demon Hunters (2.45×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom who actively search for Dunelm. 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 United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.