Home Bargains Target Market in United Kingdom
Home Bargains has an estimated audience of 15,320,293 people in United Kingdom. 76.9% are female, 23.1% are male, average age 47.0. Top regions: England, Yorkshire and the Humber, Scotland. Top brand affinities: Poundland, Aldi, Lidl, Morrisons, Greggs.
The average Home Bargains fan in United Kingdom is 47.0 years old, more female, and lives primarily in England. The audience is concentrated in England, Yorkshire and the Humber, Scotland. Top brand affinities include Poundland, Aldi, Lidl, with strongest over-indexing on Poundland (3.23× the country average). Demographically, the Home Bargains audience skews more female with an average age of 47.0, and over-indexes on personality traits such as Price Sensitivity, Career Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Shopping · Type: Brand
Customer demographics of Home Bargains
| Metric | Value |
|---|---|
| Female | 76.9% |
| Male | 23.1% |
| Average age | 47.0 |
| Estimated audience size | 15,320,293 |
Audience persona
The typical Home Bargains fan in United Kingdom is more female, around 47.0 years old, with strong Price Sensitivity tendencies and a notable affinity for Poundland.
Home Bargains customers by region in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | ~6.5M | 0.46× |
| Yorkshire and the Humber | ~2M | 1.58× |
| Scotland | ~1.5M | 1.03× |
| South East | ~1.5M | 0.67× |
| Wales | ~1M | 1.35× |
| North West | ~1M | 0.63× |
| South West | ~1M | 0.79× |
| North East | ~900K | 1.57× |
| West Midlands | ~900K | 1.42× |
| East Midlands | ~800K | 0.77× |
| East of England | ~800K | 0.58× |
| Northern Ireland | ~500K | 1.16× |
Top brand affinities of the Home Bargains audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Poundland | 3.23× | Shopping |
| Aldi | 1.7× | Shopping |
| Lidl | 1.72× | Shopping |
| Morrisons | 1.56× | Food & Beverages |
| Greggs | 1.7× | Food & Beverages |
| Discount stores | 1.55× | Shopping |
| Discounts and allowances | 1.65× | Shopping |
| Groupon | 1.95× | Internet & Social Media |
| Moonpig | 1.68× | Home & Garden |
| CeX (company) | 1.8× | Technology & Electronics |
| TopCashBack | 1.91× | Shopping |
| Katie Price | 1.57× | Fashion & Accessoires |
| Deal of the day | 1.61× | Shopping |
| BP | 1.71× | Cars & Mobility |
| Mecca Bingo | 1.67× | Games |
| Tom Hardy | 2.16× | Movies & TV |
| The Works | 1.83× | Shopping |
| Eurostar | 1.74× | Cars & Mobility |
| Emmerdale | 1.53× | Movies & TV |
| Littlewoods | 1.75× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 1.54 |
| Career Orientation | POWER | 1.18 |
| Creativity | OPEN | 1.16 |
| Extroversion | THRILL | 1.16 |
| Community Orientation | OPEN | 1.14 |
| Convenience Orientation | PREMIUM | 1.14 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 90.2% |
| United States | 3.2% |
| China | 1.1% |
See Home Bargains audiences in other countries
More Shopping 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
Who is Home Bargains's target market in United Kingdom?
Home Bargains's target market in United Kingdom covers an estimated 15,320,293 people, concentrated in England and Yorkshire and the Humber.
What is the gender split and age of Home Bargains customers?
76.9% of the Home Bargains audience are female, 23.1% are male, with an average age of 47.0 years.
Which brands do Home Bargains fans like most?
Home Bargains fans show strongest brand affinity for Poundland (3.23×), Aldi (1.7×), and Lidl (1.72×) over the country average.
Where do Home Bargains fans live in United Kingdom?
Home Bargains fans in United Kingdom are most concentrated in England (reach ~6.5M), Yorkshire and the Humber (reach ~2M), and Scotland (reach ~1.5M). These three regions account for the largest share of the active audience.
What other brands do Home Bargains fans also like?
Beyond Home Bargains itself, the audience over-indexes on Aldi (1.7×), Lidl (1.72×), Morrisons (1.56×), and Greggs (1.7×) 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 Bargains. 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.