A data profile of the people who buy, follow and care about Household goods in United Kingdom — modelled from more than twelve digital signal sources. Household goods has an estimated audience of 6,716,182 people in United Kingdom.
The average Household goods fan in United Kingdom is 47.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Kitchen utensil, Matalan, Pets, with strongest over-indexing on Kitchen utensil (6.64× the country average).
Demographically, the Household goods audience skews more female with an average age of 47.0, and over-indexes on personality traits such as Quality Awareness, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Household goods fan in United Kingdom is more female, around 47.0 years old, with strong Quality Awareness tendencies and a notable affinity for Kitchen utensil.
The key figures that characterise the Household goods profile in United Kingdom.
73.8% are female, 26.2% are male, average age 47.0.
| Metric | Value |
|---|---|
| Female | 73.8% |
| Male | 26.2% |
| Average age | 47.0 |
| Estimated audience size | 6,716,182 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 4% | |
| 20-29 | 14% | |
| 30-39 | 19% | |
| 40-49 | 24% | |
| 50+ | 39% |
of the worldwide Household goods audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 19.1% |
| United Kingdom | 7.8% |
| Australia | 4.0% |
Where the Household goods audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~300K | 1.09× | |
| 02 | England | ~5M | 1.07× | |
| 03 | South West | ~600K | 1.07× | |
| 04 | South East | ~900K | 1.02× | |
| 05 | East of England | ~600K | 1.01× | |
| 06 | Scotland | ~600K | 1.00× | |
| 07 | North East | ~300K | 1.00× | |
| 08 | Northern Ireland | ~200K | 1.00× | |
| 09 | East Midlands | ~500K | 0.99× | |
| 10 | Wales | ~400K | 0.99× | |
| 11 | Yorkshire and the Humber | ~500K | 0.97× | |
| 12 | North West | ~700K | 0.91× |
The strongest cross-interests of the Household goods audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Electrolux | Home & Garden | 13.30× | ||
| 02 | Laundry room | Home & Garden | 9.55× | ||
| 03 | Clothes iron | Fashion & Accessoires | 8.46× | ||
| 04 | Kitchen utensil | Home & Garden | 6.64× | ||
| 05 | Kitchenware | Home & Garden | 3.43× | ||
| 06 | Matalan | Shopping | 2.79× | ||
| 07 | Dunelm | Home & Garden | 2.39× | ||
| 08 | Household | Home & Garden | 2.19× | ||
| 09 | Debenhams | Fashion & Accessoires | 2.07× | ||
| 10 | Home Bargains | Shopping | 1.98× | ||
| 11 | IKEA | Home & Garden | 1.86× | ||
| 12 | B&Q | Shopping | 1.84× | ||
| 13 | Primark | Shopping | 1.84× | ||
| 14 | Renovation | Home & Garden | 1.82× | ||
| 15 | Argos (retailer) | Shopping | 1.76× | ||
| 16 | Lidl | Shopping | 1.75× | ||
| 17 | Pets | Pets & Animals | 1.72× | ||
| 18 | Very (online retailer) | Website / Newspaper / Magazine | 1.60× | ||
| 19 | John Lewis (department store) | Shopping | 1.58× | ||
| 20 | Cooking | Food & Beverages | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.97× | |
| Early Adopter Mentality | POWER | 1.54× | |
| Design Affinity | PREMIUM | 1.54× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.68× | |
| Patriotism | CONSERVATISM | 0.82× | |
| Mindfulness | BALANCE | 0.86× |
Household goods has an estimated audience of 6,716,182 people in United Kingdom, concentrated in England and South East.
73.8% of Household goods fans are female, 26.2% are male, with an average age of 47.0 years.
Household goods fans show strongest brand affinity for Kitchen utensil (6.64×), Matalan (2.79×), and Pets (1.72×) over the country average.
Household goods fans in United Kingdom are most concentrated in England (reach ~5M), South East (reach ~900K), and North West (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Household goods itself, the audience over-indexes on Matalan (2.79×), Pets (1.72×), Kitchenware (3.43×), and Dunelm (2.39×) 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 Household goods. 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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