Home and garden Audience in United Kingdom
Home and garden has an estimated audience of 31,456,624 people in United Kingdom. 60.8% are female, 39.2% are male, average age 42.4. Top regions: England, South East, Scotland. Top brand affinities: Oatly, Standing desk, Online learning community, Gender studies, Rugby sevens.
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 Oatly, Standing desk, Online learning community, with strongest over-indexing on Oatly (76.47× 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 Price Sensitivity, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Home and garden fans
| Metric | Value |
|---|---|
| Female | 60.8% |
| Male | 39.2% |
| Average age | 42.4 |
| Estimated audience size | 31,456,624 |
Audience persona
The typical Home and garden fan in United Kingdom is more female, around 42.4 years old, with strong Price Sensitivity tendencies and a notable affinity for Oatly.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 23,592,468 | 1.14× |
| South East | 4,188,636 | 0.99× |
| Scotland | 3,808,260 | 1.34× |
| Yorkshire and the Humber | 3,623,928 | 1.43× |
| East of England | 3,009,313 | 1.05× |
| East Midlands | 2,415,383 | 1.09× |
| South West | 2,210,930 | 0.85× |
| North West | 1,727,209 | 0.51× |
| West Midlands | 1,516,963 | 1.12× |
| Wales | 1,443,504 | 0.8× |
| North East | 1,154,043 | 0.94× |
| Northern Ireland | 684,136 | 0.71× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Oatly | 76.47× | Food & Beverages |
| Standing desk | 30× | Home & Garden |
| Online learning community | 19.01× | Business & Career |
| Gender studies | 14.81× | Politics & Society |
| Rugby sevens | 5.5× | Sports |
| Road trip | 4.82× | Travel & Leisure |
| Cats (musical) | 4.53× | Music & Radio |
| Luxury yacht | 2.94× | Travel & Leisure |
| Purchase discount | 3.31× | Shopping |
| Expensive Taste | 2.18× | Business & Career |
| McLaren | 4.58× | Cars & Mobility |
| Mariah Carey | 4.43× | Music & Radio |
| Home business | 3.08× | Business & Career |
| Costco | 1.64× | Shopping |
| Track and field | 2.21× | Sports |
| Resident Advisor | 4.04× | Music & Radio |
| Scuderia Ferrari | 4.36× | Sports |
| Christmas Gift | 3.32× | Kids & Family |
| Dungeons & Dragons | 4.3× | Games |
| Mango | 2.68× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 2.32 |
| Indulgence | JOY | 1.66 |
| Convenience Orientation | PREMIUM | 1.44 |
| Family Orientation | CONSERVATISM | 1.33 |
| Luxury Orientation | PREMIUM | 1.31 |
| DIY Mentality | THRILL | 1.3 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.0% |
| Japan | 5.9% |
| China | 5.0% |
See Home and garden audiences in other countries
More Lifestyle cluster audiences in United Kingdom
- Food and drink (40,038,753)
- Arts and music (39,614,473)
- Shopping (38,059,513)
- Food (36,602,968)
- Clothing (36,166,055)
Frequently asked questions
How many fans does Home and garden have in United Kingdom?
Home and garden has an estimated audience of 31,456,624 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Home and garden fans?
60.8% of Home and garden fans are female, 39.2% are male, with an average age of 42.4 years.
Which brands do Home and garden fans like most?
Home and garden fans show strongest brand affinity for Oatly (76.47×), Standing desk (30×), and Online learning community (19.01×) over the country average.
Where do Home and garden fans live in United Kingdom?
Home and garden fans in United Kingdom are most concentrated in England (reach 23,592,468), South East (reach 4,188,636), and Scotland (reach 3,808,260). These three regions account for the largest share of the active audience.
What other brands do Home and garden fans also like?
Beyond Home and garden itself, the audience over-indexes on Standing desk (30×), Online learning community (19.01×), Gender studies (14.81×), and Rugby sevens (5.5×) 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 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.
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.