A data profile of the people who buy, follow and care about Leroy Merlin in Italy — modelled from more than twelve digital signal sources. Leroy Merlin has an estimated audience of 8,436,725 people in Italy.
The average Leroy Merlin fan in Italy is 43.2 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Primark, TEZENIS, Architecture & Design, with strongest over-indexing on Primark (1.76× the country average).
Demographically, the Leroy Merlin audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Design Affinity, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Leroy Merlin fan in Italy is more female, around 43.2 years old, with strong Design Affinity tendencies and a notable affinity for Primark.
The key figures that characterise the Leroy Merlin profile in Italy.
56.8% are female, 43.2% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 56.8% |
| Male | 43.2% |
| Average age | 43.2 |
| Estimated audience size | 8,436,725 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 16% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 29% |
Where the Leroy Merlin audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~2.5M | 1.73× | |
| 02 | Lazio | ~1.5M | 1.64× | |
| 03 | Veneto | ~1M | 1.49× | |
| 04 | Piedmont | ~900K | 1.48× | |
| 05 | Campania | ~1.5M | 1.43× | |
| 06 | Sicilia | ~1M | 1.37× | |
| 07 | Abruzzo | ~200K | 1.18× | |
| 08 | Liguria | ~300K | 1.13× | |
| 09 | Puglia | ~600K | 1.11× | |
| 10 | Emilia-Romagna | ~700K | 1.08× | |
| 11 | Umbria | ~100K | 1.06× | |
| 12 | Friuli-Venezia Giulia | ~200K | 1.01× | |
| 13 | Tuscany | ~500K | 0.93× | |
| 14 | Marche | ~200K | 0.81× | |
| 15 | Basilicata | ~50K | 0.59× | |
| 16 | Molise | ~20K | 0.48× | |
| 17 | Aosta Valley | ~9K | 0.42× | |
| 18 | Trentino-Alto Adige/Südtirol | ~60K | 0.40× | |
| 19 | Calabria | ~90K | 0.35× | |
| 20 | Sardinia | ~80K | 0.34× |
The strongest cross-interests of the Leroy Merlin audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Decoration | Home & Garden | 2.18× | ||
| 02 | Home Interiors | Home & Garden | 2.16× | ||
| 03 | TEZENIS | Fashion & Accessoires | 2.11× | ||
| 04 | Maisons du Monde | Home & Garden | 2.08× | ||
| 05 | Home Interior Design | Home & Garden | 2.04× | ||
| 06 | Boho-chic | Fashion & Accessoires | 2.02× | ||
| 07 | Architecture & Interior Design | Home & Garden | 1.95× | ||
| 08 | Revolution (TV series) | Movies & TV | 1.88× | ||
| 09 | Foot Locker | Shopping | 1.85× | ||
| 10 | Architecture & Design | Business & Career | 1.84× | ||
| 11 | Calzedonia | Fashion & Accessoires | 1.84× | ||
| 12 | Intimissimi | Fashion & Accessoires | 1.78× | ||
| 13 | Primark | Shopping | 1.76× | ||
| 14 | The Bold and the Beautiful | Movies & TV | 1.72× | ||
| 15 | Home Design | Home & Garden | 1.72× | ||
| 16 | Caffeine | Food & Beverages | 1.71× | ||
| 17 | Crochet | Home & Garden | 1.63× | ||
| 18 | Carrefour | Shopping | 1.55× | ||
| 19 | Uomini e Donne | Movies & TV | 1.54× | ||
| 20 | Self-love | Health | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.34× | |
| Individualism | JOY | 1.26× | |
| DIY Mentality | THRILL | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.74× | |
| Risk Appetite | THRILL | 0.77× | |
| Need for Security | CONSERVATISM | 0.78× |
Leroy Merlin's target market in Italy covers an estimated 8,436,725 people, concentrated in Lombardy and Lazio.
56.8% of the Leroy Merlin audience are female, 43.2% are male, with an average age of 43.2 years.
Leroy Merlin fans show strongest brand affinity for Primark (1.76×), TEZENIS (2.11×), and Architecture & Design (1.84×) over the country average.
Leroy Merlin fans in Italy are most concentrated in Lombardy (reach ~2.5M), Lazio (reach ~1.5M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Leroy Merlin itself, the audience over-indexes on TEZENIS (2.11×), Architecture & Design (1.84×), Intimissimi (1.78×), and Uomini e Donne (1.54×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Leroy Merlin. 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 Italy. 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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