Rascasse Audience Intelligence

Tesco Target Market in United Kingdom

Tesco has an estimated audience of 17,080,412 people in United Kingdom.

#2among Supermarket in United Kingdom
#6among Brand in United Kingdom
#9in Shopping

The average Tesco fan in United Kingdom is 43.7 years old, more female, and lives primarily in South East.

By number of fans, Tesco ranks #2 among the 196 objects in Supermarket in United Kingdom — 238.7× the group median.

Its fans are 3.1 years older than the group average of 40.6.

Women make up 66.4% of the fan base, 2.9 percentage points more than the group average.

Compared with the other 195 objects in Supermarket, Tesco fans stand out for their interest in J. D. Williams, Littlewoods and Superdrug.

Most fans live in South East, East of England, West Midlands.

Top affinities include Oliver Bonas, Dunelm, J. D. Williams, with strongest over-indexing on Oliver Bonas (2.11× the country average).

Demographically, the Tesco audience skews more female with an average age of 43.7, and over-indexes on personality traits such as Individualism, Creativity.

The typical Tesco fan in United Kingdom is more female, around 43.7 years old, with strong Individualism tendencies and a notable affinity for Oliver Bonas.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
17.1M
in United Kingdom
Gender
66.4%♀
33.6% male
Age
43.7
average years
Country rank
#165
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

-13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Tesco

66.4% are female, 33.6% are male, average age 43.7.

Fig. 02

Gender split

66.4%
Female
33.6%
Male
Demographic split for Tesco audience in United Kingdom
MetricValue
Female66.4%
Male33.6%
Average age43.7
Estimated audience size17,080,412
Fig. 03

Age distribution

Ø 43.7
average years
Age distribution of the Tesco audience in United Kingdom
Age bracketShare%
16-2411%
25-3419%
35-4419%
45-5422%
55+30%
Fig. 04

Worldwide distribution

38.6%

of the worldwide Tesco audience comes from United Kingdom.

Worldwide audience distribution share by country for Tesco
CountryShare
United Kingdom38.6%
Hungary10.2%
United States7.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Tesco customers by region in United Kingdom
#RegionReachAffinity×
01East of England~2.5M1.41×
02West Midlands~2M1.32×
03Yorkshire and the Humber~1.5M1.13×
04Wales~900K1.13×
05South East~2.5M1.08×
06Northern Ireland~500K0.97×
07North East~600K0.93×
08Scotland~1M0.90×
09East Midlands~1M0.86×
10South West~1M0.83×
11North West~900K0.44×
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 Tesco audience vs. the country average
#·InterestCategoryAffinity×
01Oliver BonasFashion & Accessoires2.11×
02DunelmHome & Garden2.03×
03J. D. WilliamsShopping1.89×
04LittlewoodsBusiness & Career1.87×
05AsdaShopping1.86×
06MorrisonsFood & Beverages1.82×
07MatalanShopping1.79×
08SuperdrugShopping1.77×
09Sainsbury'sShopping1.70×
10Very (online retailer)Website / Newspaper / Magazine1.68×
11New LookFashion & Accessoires1.68×
12Infant clothingKids & Family1.65×
13Home decorating ideasHome & Garden1.64×
14Architecture & DesignBusiness & Career1.64×
15Gift cardShopping1.62×
16Mecca BingoGames1.60×
17LidlShopping1.59×
18Home BargainsShopping1.57×
19Home Interior DesignHome & Garden1.56×
20WaitroseShopping1.54×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Tesco audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Tesco audience vs. the country average · What stands out
TraitClusterDeviationScore
IndividualismJOY1.31×
CreativityOPEN1.16×
Design AffinityPREMIUM1.15×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Tesco audience vs. the country average · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.84×
PatriotismCONSERVATISM0.84×
SpiritualityBALANCE0.90×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in United Kingdom

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Tesco 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/gb/tesco-3233” · Methodology