A data profile of the people who buy, follow and care about Hornbach in Netherlands — modelled from more than twelve digital signal sources. Hornbach has an estimated audience of 6,599,534 people in Netherlands.
The average Hornbach fan in Netherlands is 44.3 years old, more female, and lives primarily in Zuid-Holland.
The audience is concentrated in Zuid-Holland, North Brabant, Gelderland.
Top brand affinities include Toolstation, IKEA, HEMA, with strongest over-indexing on Toolstation (8.58× the country average).
Demographically, the Hornbach audience skews more female with an average age of 44.3, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Hornbach fan in Netherlands is more female, around 44.3 years old, with strong DIY Mentality tendencies and a notable affinity for Toolstation.
The key figures that characterise the Hornbach profile in Netherlands.
57.6% are female, 42.4% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 57.6% |
| Male | 42.4% |
| Average age | 44.3 |
| Estimated audience size | 6,599,534 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 26% | |
| 50+ | 30% |
of the worldwide Hornbach audience comes from Netherlands.
| Country | Share |
|---|---|
| Germany | 42.9% |
| Netherlands | 20.3% |
| Austria | 7.0% |
Where the Hornbach audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Zuid-Holland | ~2.5M | 1.60× | |
| 02 | Limburg | ~700K | 1.52× | |
| 03 | North Brabant | ~1.5M | 1.37× | |
| 04 | Gelderland | ~1M | 1.37× | |
| 05 | Overijssel | ~600K | 1.16× | |
| 06 | Groningen | ~300K | 1.11× | |
| 07 | Utrecht | ~500K | 0.95× | |
| 08 | North Holland | ~1M | 0.91× | |
| 09 | Flevoland | ~100K | 0.65× | |
| 10 | Drenthe | ~100K | 0.63× | |
| 11 | Friesland | ~100K | 0.40× | |
| 12 | Zeeland | ~50K | 0.36× |
The strongest cross-interests of the Hornbach audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Toolstation | Home & Garden | 8.58× | ||
| 02 | IKEA | Home & Garden | 2.50× | ||
| 03 | HEMA | Shopping | 2.47× | ||
| 04 | Renovation | Home & Garden | 2.26× | ||
| 05 | ABN AMRO | Business & Career | 2.10× | ||
| 06 | Bol.com | Shopping | 2.09× | ||
| 07 | Jumbo (supermarket) | Shopping | 2.08× | ||
| 08 | Discount stores | Shopping | 2.05× | ||
| 09 | Rabobank | Business & Career | 2.00× | ||
| 10 | Do it yourself (DIY) | Home & Garden | 1.94× | ||
| 11 | Internet & Social Media | 1.93× | |||
| 12 | Kruidvat | Shopping | 1.87× | ||
| 13 | Albert Heijn | Shopping | 1.86× | ||
| 14 | Aldi | Shopping | 1.85× | ||
| 15 | Internet & Social Media | 1.77× | |||
| 16 | Voetbalprimeur | Sports | 1.74× | ||
| 17 | McDonald's | Food & Beverages | 1.70× | ||
| 18 | H&M | Shopping | 1.70× | ||
| 19 | Amsterdam | Travel & Leisure | 1.62× | ||
| 20 | Netherlands | Travel & Leisure | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 2.11× | |
| Quality Awareness | PREMIUM | 1.80× | |
| Need for Security | CONSERVATISM | 1.73× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.04× | |
| Urban Lifestyle | OPEN | 1.09× | |
| Mindfulness | BALANCE | 1.11× |
Hornbach's target market in Netherlands covers an estimated 6,599,534 people, concentrated in Zuid-Holland and North Brabant.
57.6% of the Hornbach audience are female, 42.4% are male, with an average age of 44.3 years.
Hornbach fans show strongest brand affinity for Toolstation (8.58×), IKEA (2.5×), and HEMA (2.47×) over the country average.
Hornbach fans in Netherlands are most concentrated in Zuid-Holland (reach ~2.5M), North Brabant (reach ~1.5M), and Gelderland (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Hornbach itself, the audience over-indexes on IKEA (2.5×), HEMA (2.47×), Jumbo (supermarket) (2.08×), and Rabobank (2.0×) compared to the Netherlands average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Netherlands who actively search for Hornbach. 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 Netherlands. 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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