A data profile of the people who buy, follow and care about Leroy Merlin in Portugal — modelled from more than twelve digital signal sources. Leroy Merlin has an estimated audience of 3,935,801 people in Portugal.
The average Leroy Merlin fan in Portugal is 45.0 years old, more female, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Setúbal District.
Top brand affinities include IKEA, El Corte Inglés, Stradivarius, with strongest over-indexing on IKEA (1.56× the country average).
Demographically, the Leroy Merlin audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Design Affinity, Creativity.
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 Portugal is more female, around 45.0 years old, with strong Design Affinity tendencies and a notable affinity for IKEA.
The key figures that characterise the Leroy Merlin profile in Portugal.
63.9% are female, 36.1% are male, average age 45.0.
| Metric | Value |
|---|---|
| Female | 63.9% |
| Male | 36.1% |
| Average age | 45.0 |
| Estimated audience size | 3,935,801 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 15% | |
| 30-39 | 19% | |
| 40-49 | 27% | |
| 50+ | 31% |
Where the Leroy Merlin audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lisbon District | ~2M | 1.56× | |
| 02 | Setúbal District | ~600K | 1.49× | |
| 03 | Faro District | ~300K | 1.32× | |
| 04 | Leiria District | ~300K | 1.28× | |
| 05 | Coimbra District | ~200K | 1.26× | |
| 06 | Porto District | ~1M | 1.24× | |
| 07 | Santarém District | ~200K | 1.24× | |
| 08 | Braga District | ~400K | 1.16× | |
| 09 | Aveiro District | ~300K | 1.15× | |
| 10 | Madeira | ~100K | 1.06× | |
| 11 | Évora District | ~60K | 0.94× | |
| 12 | Viseu District | ~100K | 0.87× | |
| 13 | Viana do Castelo District | ~80K | 0.84× | |
| 14 | Castelo Branco District | ~60K | 0.80× | |
| 15 | Beja District | ~50K | 0.76× | |
| 16 | Guarda District | ~40K | 0.73× | |
| 17 | Azores | ~70K | 0.69× | |
| 18 | Bragança District | ~30K | 0.66× | |
| 19 | Vila Real District | ~50K | 0.64× | |
| 20 | Portalegre District | ~20K | 0.57× |
The strongest cross-interests of the Leroy Merlin audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Deco | Home & Garden | 1.77× | ||
| 02 | Bedroom furniture | Home & Garden | 1.63× | ||
| 03 | Home Design | Home & Garden | 1.63× | ||
| 04 | Bedroom | Home & Garden | 1.60× | ||
| 05 | Architecture & Design | Business & Career | 1.59× | ||
| 06 | Dining room | Home & Garden | 1.58× | ||
| 07 | IKEA | Home & Garden | 1.56× | ||
| 08 | Conforama | Home & Garden | 1.55× | ||
| 09 | El Corte Inglés | Shopping | 1.54× | ||
| 10 | Nail polish | Beauty & Wellness | 1.54× | ||
| 11 | Brassiere | Food & Beverages | 1.54× | ||
| 12 | Stradivarius | Shopping | 1.53× | ||
| 13 | Modern architecture | Arts & Culture | 1.52× | ||
| 14 | La Redoute | Shopping | 1.52× | ||
| 15 | News broadcasting | Business & Career | 1.52× | ||
| 16 | Hair conditioner | Beauty & Wellness | 1.52× | ||
| 17 | Living room | Home & Garden | 1.51× | ||
| 18 | Hair coloring | Beauty & Wellness | 1.51× | ||
| 19 | Pillow | Home & Garden | 1.51× | ||
| 20 | Decoration | Home & Garden | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.22× | |
| Creativity | OPEN | 1.09× | |
| Healthy Lifestyle | BALANCE | 1.07× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.80× | |
| Extroversion | THRILL | 0.82× | |
| Career Orientation | POWER | 0.85× |
Leroy Merlin's target market in Portugal covers an estimated 3,935,801 people, concentrated in Lisbon District and Porto District.
63.9% of the Leroy Merlin audience are female, 36.1% are male, with an average age of 45.0 years.
Leroy Merlin fans show strongest brand affinity for IKEA (1.56×), El Corte Inglés (1.54×), and Stradivarius (1.53×) over the country average.
Leroy Merlin fans in Portugal are most concentrated in Lisbon District (reach ~2M), Porto District (reach ~1M), and Setúbal District (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Leroy Merlin itself, the audience over-indexes on El Corte Inglés (1.54×), Stradivarius (1.53×), Living room (1.51×), and Modern architecture (1.52×) compared to the Portugal average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Portugal 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 Portugal. 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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