A data profile of the people who buy, follow and care about McDonald's in Belgium — modelled from more than twelve digital signal sources. McDonald's has an estimated audience of 5,479,004 people in Belgium.
The average McDonald's fan in Belgium is 38.8 years old, balanced, and lives primarily in Antwerp.
The audience is concentrated in Antwerp, East Flanders, Hainaut.
Top brand affinities include Burger King, Kruidvat, Albert Heijn, with strongest over-indexing on Burger King (2.93× the country average).
Demographically, the McDonald's audience skews balanced with an average age of 38.8, and over-indexes on personality traits such as Pet Ownership, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 11 regions tracked by Rascasse.
The typical McDonald's fan in Belgium is balanced, around 38.8 years old, with strong Pet Ownership tendencies and a notable affinity for Burger King.
The key figures that characterise the McDonald's profile in Belgium.
54.3% are female, 45.7% are male, average age 38.8.
| Metric | Value |
|---|---|
| Female | 54.3% |
| Male | 45.7% |
| Average age | 38.8 |
| Estimated audience size | 5,479,004 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 23% | |
| 30-39 | 18% | |
| 40-49 | 19% | |
| 50+ | 20% |
of the worldwide McDonald's audience comes from Belgium.
| Country | Share |
|---|---|
| United States | 24.2% |
| Italy | 4.8% |
| Germany | 4.7% |
Where the McDonald's audience in Belgium is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Antwerp | ~700K | 1.31× | |
| 02 | Limburg | ~300K | 1.12× | |
| 03 | East Flanders | ~600K | 1.09× | |
| 04 | West Flanders | ~500K | 1.07× | |
| 05 | Flemish Brabant | ~500K | 1.01× | |
| 06 | Brussels | ~400K | 1.01× | |
| 07 | Luxembourg | ~100K | 0.99× | |
| 08 | Hainaut | ~500K | 0.89× | |
| 09 | Liege | ~400K | 0.88× | |
| 10 | Walloon Brabant | ~100K | 0.83× | |
| 11 | Province of Namur | ~200K | 0.78× |
The strongest cross-interests of the McDonald's audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Walmart | Shopping | 3.45× | ||
| 02 | Burger King | Food & Beverages | 2.93× | ||
| 03 | Domino's Pizza | Food & Beverages | 2.44× | ||
| 04 | Starbucks | Food & Beverages | 2.23× | ||
| 05 | Pizza Hut | Food & Beverages | 2.19× | ||
| 06 | Temu | Shopping | 2.12× | ||
| 07 | KFC | Food & Beverages | 2.10× | ||
| 08 | Fast food | Food & Beverages | 2.00× | ||
| 09 | French fries | Food & Beverages | 1.96× | ||
| 10 | Kiabi | Fashion & Accessoires | 1.81× | ||
| 11 | Plopsaland De Panne | Travel & Leisure | 1.77× | ||
| 12 | Challenger Pro League | Sports | 1.75× | ||
| 13 | Intermarché | Shopping | 1.70× | ||
| 14 | Sporza | Sports | 1.60× | ||
| 15 | SK Beveren | Sports | 1.56× | ||
| 16 | Kruidvat | Shopping | 1.54× | ||
| 17 | Albert Heijn | Shopping | 1.54× | ||
| 18 | Soccer | Sports | 1.54× | ||
| 19 | C&A | Shopping | 1.53× | ||
| 20 | Africa | Travel & Leisure | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 1.26× | |
| Social Media Usage | JOY | 1.10× | |
| Travelling | THRILL | 1.01× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.91× | |
| Design Affinity | PREMIUM | 0.98× | |
| Travelling | THRILL | 1.01× |
McDonald's's target market in Belgium covers an estimated 5,479,004 people, concentrated in Antwerp and East Flanders.
54.3% of the McDonald's audience are female, 45.7% are male, with an average age of 38.8 years.
McDonald's fans show strongest brand affinity for Burger King (2.93×), Kruidvat (1.54×), and Albert Heijn (1.54×) over the country average.
McDonald's fans in Belgium are most concentrated in Antwerp (reach ~700K), East Flanders (reach ~600K), and Hainaut (reach ~500K). These three regions account for the largest share of the active audience.
Beyond McDonald's itself, the audience over-indexes on Kruidvat (1.54×), Albert Heijn (1.54×), Fast food (2.0×), and Soccer (1.54×) compared to the Belgium average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Belgium who actively search for McDonald's. 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 Belgium. 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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