Rascasse Audience Intelligence

REWE Target Market in Germany

REWE has an estimated audience of 18.7M people in Germany.

#2among Supermarket in Germany
#5among brands in Germany
#8in Shopping

The average REWE fan in Germany is 44.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

By number of fans, REWE ranks #2 among the 224 objects in Supermarket in Germany — 142.0× the group median.

Its fans are 5.8 years older than the group average of 38.7.

Women make up 57.3% of the fan base, 3.2 percentage points fewer than the group average.

Compared with the other 223 objects in Supermarket, REWE fans stand out for their interest in Sonnenklar.TV, CHECK24 and Fielmann.

Most fans live in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top affinities include Sonnenklar.TV, Penny, CHECK24, with strongest over-indexing on Sonnenklar.TV (3.62× the country average).

Demographically, the REWE audience skews more female with an average age of 44.5, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.

The typical REWE fan in Germany is more female, around 44.5 years old, with strong DIY Mentality tendencies and a notable affinity for Sonnenklar.TV.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
18.7M
in Germany
Gender
57.3%♀
42.7% male
Age
44.5
average years
Country rank
#74
among all objects in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of REWE

57.3% are female, 42.7% are male, average age 44.5.

Fig. 02

Gender split

57.3%
Female
42.7%
Male
Demographic split for REWE audience in Germany
MetricValue
Female57.3%
Male42.7%
Average age44.5
Estimated audience size18.7M
Fig. 03

Age distribution

Ø 44.5
average years
Age distribution of the REWE audience in Germany
Age bracketShare%
16-249%
25-3415%
35-4421%
45-5428%
55+27%
Fig. 04

Worldwide distribution

83.3%

of the worldwide REWE audience comes from Germany.

Worldwide audience distribution share by country for REWE
CountryShare
Germany83.3%
Romania2.1%
Netherlands1.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

REWE customers by region in Germany
#RegionReachAffinity×
01Berlin~1.5M1.67×
02Bremen~200K1.45×
03Hessen~2M1.25×
04Schleswig-Holstein~800K1.18×
05Hamburg~500K1.18×
06Brandenburg~600K1.02×
07Nordrhein-Westfalen~4M0.97×
08Mecklenburg-Vorpommern~300K0.95×
09Rheinland-Pfalz~900K0.91×
10Thüringen~400K0.90×
11Bayern~2.5M0.85×
12Niedersachsen~1.5M0.85×
13Baden-Württemberg~2M0.84×
14Sachsen~700K0.78×
15Sachsen-Anhalt~300K0.66×
16Saarland~100K0.55×
Fig. 06

Affinity by region

Affinity by region — REWE, Germany
0.55×1.00×1.67×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the REWE audience vs. the country average
#·InterestCategoryAffinity×
01Sonnenklar.TVTravel & Leisure3.62×
02PennyShopping2.82×
03CHECK24Business & Career2.66×
04Netto Marken-DiscountShopping2.62×
05FielmannHealth2.15×
06DeichmannShopping2.13×
07FRITZ!BoxTechnology & Electronics2.12×
08SparkasseBusiness & Career2.04×
09Lieferando.deFood & Beverages1.89×
10KauflandShopping1.84×
11AldiShopping1.83×
12LidlShopping1.82×
13CommerzbankBusiness & Career1.80×
14TK MaxxShopping1.80×
15ImmoScout24Home & Garden1.74×
16RossmannShopping1.71×
17Obi (store)Shopping1.62×
18EdekaShopping1.60×
19EBayShopping1.58×
20IKEAHome & Garden1.57×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the REWE audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the REWE audience vs. the country average · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.27×
Quality AwarenessPREMIUM1.26×
IndulgenceJOY1.19×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the REWE audience vs. the country average · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.68×
MindfulnessBALANCE0.70×
IndividualismJOY0.70×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in Germany

Related rankings

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in REWE over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/de/rewe-6686” · Methodology