A data profile of the people who buy, follow and care about Dunelm in United Kingdom — modelled from more than twelve digital signal sources. Dunelm has an estimated audience of 13,211,372 people in United Kingdom.
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, Bad Bunny, Waitrose, 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 Mindfulness, Pet Ownership.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical Dunelm fan in United Kingdom is more female, around 40.1 years old, with strong Mindfulness tendencies and a notable affinity for American Student Dental Association.
The key figures that characterise the Dunelm profile in United Kingdom.
71.4% are female, 28.6% are male, average age 40.1.
| Metric | Value |
|---|---|
| Female | 71.4% |
| Male | 28.6% |
| Average age | 40.1 |
| Estimated audience size | 13,211,372 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 23% | |
| 30-39 | 21% | |
| 40-49 | 21% | |
| 50+ | 21% |
of the worldwide Dunelm audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 90.9% |
| Ireland | 1.7% |
| India | 1.7% |
Where the Dunelm audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~800K | 1.43× | |
| 02 | Yorkshire and the Humber | ~1.5M | 1.31× | |
| 03 | Wales | ~900K | 1.25× | |
| 04 | North East | ~600K | 1.12× | |
| 05 | Scotland | ~1M | 0.95× | |
| 06 | East Midlands | ~900K | 0.95× | |
| 07 | South East | ~1.5M | 0.91× | |
| 08 | East of England | ~1M | 0.88× | |
| 09 | South West | ~900K | 0.85× | |
| 10 | England | ~10M | 0.80× | |
| 11 | North West | ~800K | 0.55× |
The strongest cross-interests of the Dunelm audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bad Bunny | Music & Radio | 5.67× | ||
| 02 | Bodybuilding & Fitness | Sports | 2.91× | ||
| 03 | KPop Demon Hunters | Movies & TV | 2.45× | ||
| 04 | Health And Beauty | Beauty & Wellness | 2.42× | ||
| 05 | Architecture & Design | Business & Career | 2.37× | ||
| 06 | Home Interior Design | Home & Garden | 2.34× | ||
| 07 | Healthy habits | Health | 2.33× | ||
| 08 | Home decorating ideas | Home & Garden | 2.29× | ||
| 09 | Home Design | Home & Garden | 2.26× | ||
| 10 | Gymshark | Sports | 2.25× | ||
| 11 | American Student Dental Association | Business & Career | 2.07× | ||
| 12 | Waitrose | Shopping | 1.79× | ||
| 13 | River Island | Fashion & Accessoires | 1.75× | ||
| 14 | New Look | Fashion & Accessoires | 1.69× | ||
| 15 | Harrods | Shopping | 1.68× | ||
| 16 | TK Maxx | Shopping | 1.68× | ||
| 17 | Costco | Shopping | 1.67× | ||
| 18 | Primark | Shopping | 1.58× | ||
| 19 | Dog breed | Pets & Animals | 1.58× | ||
| 20 | Harry Potter | Movies & TV | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.50× | |
| Pet Ownership | JOY | 1.36× | |
| Luxury Orientation | PREMIUM | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.59× | |
| Need for Security | CONSERVATISM | 0.63× | |
| Convenience Orientation | PREMIUM | 0.69× |
Dunelm's target market in United Kingdom covers an estimated 13,211,372 people, concentrated in England and South East.
71.4% of the Dunelm audience are female, 28.6% are male, with an average age of 40.1 years.
Dunelm fans show strongest brand affinity for American Student Dental Association (2.07×), Bad Bunny (5.67×), and Waitrose (1.79×) over the country average.
Dunelm fans in United Kingdom are most concentrated in England (reach ~10M), South East (reach ~1.5M), and Yorkshire and the Humber (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Dunelm itself, the audience over-indexes on Bad Bunny (5.67×), Waitrose (1.79×), KPop Demon Hunters (2.45×), and Harry Potter (1.54×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
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.
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.
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