A data profile of the people who buy, follow and care about Home and garden in United Kingdom — modelled from more than twelve digital signal sources. Home and garden has an estimated audience of 31,456,624 people in United Kingdom.
The average Home and garden fan in United Kingdom is 42.4 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Scotland.
Top brand affinities include Pinko (fashion), Transgender activism, Poggenpohl, with strongest over-indexing on Pinko (fashion) (1.93× the country average).
Demographically, the Home and garden audience skews more female with an average age of 42.4, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 6 brand affinities and 12 regions tracked by Rascasse.
The typical Home and garden fan in United Kingdom is more female, around 42.4 years old, with strong Quality Awareness tendencies and a notable affinity for Pinko (fashion).
The key figures that characterise the Home and garden profile in United Kingdom.
60.8% are female, 39.2% are male, average age 42.4.
| Metric | Value |
|---|---|
| Female | 60.8% |
| Male | 39.2% |
| Average age | 42.4 |
| Estimated audience size | 31,456,624 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 27% |
of the worldwide Home and garden audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 19.0% |
| Japan | 5.9% |
| China | 5.0% |
Where the Home and garden audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~3.5M | 1.29× | |
| 02 | Yorkshire and the Humber | ~3M | 1.23× | |
| 03 | England | ~24M | 1.14× | |
| 04 | West Midlands | ~1.5M | 1.07× | |
| 05 | East Midlands | ~2.5M | 1.03× | |
| 06 | East of England | ~3M | 1.02× | |
| 07 | South East | ~4M | 1.00× | |
| 08 | North East | ~1M | 0.99× | |
| 09 | South West | ~2.5M | 0.95× | |
| 10 | Wales | ~1.5M | 0.88× | |
| 11 | Northern Ireland | ~800K | 0.87× | |
| 12 | North West | ~3M | 0.86× |
The strongest cross-interests of the Home and garden audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pinko (fashion) | Fashion & Accessoires | 1.93× | ||
| 02 | Poggenpohl | Home & Garden | 1.83× | ||
| 03 | Bulthaup | Home & Garden | 1.54× | ||
| 04 | Tesco Lotus | Food & Beverages | 1.54× | ||
| 05 | Transgender activism | Politics & Society | 1.53× | ||
| 06 | Fleischmann (model railroads) | Kids & Family | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.38× | |
| DIY Mentality | THRILL | 1.36× | |
| Career Orientation | POWER | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.87× | |
| Community Orientation | OPEN | 0.89× | |
| Travelling | THRILL | 0.97× |
Home and garden has an estimated audience of 31,456,624 people in United Kingdom, concentrated in England and South East.
60.8% of Home and garden fans are female, 39.2% are male, with an average age of 42.4 years.
Home and garden fans show strongest brand affinity for Pinko (fashion) (1.93×), Transgender activism (1.53×), and Poggenpohl (1.83×) over the country average.
Home and garden fans in United Kingdom are most concentrated in England (reach ~24M), South East (reach ~4M), and Scotland (reach ~3.5M). These three regions account for the largest share of the active audience.
Beyond Home and garden itself, the audience over-indexes on Transgender activism (1.53×), Poggenpohl (1.83×), Bulthaup (1.54×), and Fleischmann (model railroads) (1.53×) 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 Home and garden. 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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