Rascasse Audience Intelligence

Esso Target Market in Canada

A data profile of the people who buy, follow and care about Esso in Canada — modelled from more than twelve digital signal sources. Esso has an estimated audience of 6,767,618 people in Canada.

#1among Fuel / petrol in Canada#20among Brand in Canada#7in Cars & Mobility

The average Esso fan in Canada is 45.7 years old, more male, and lives primarily in Ontario.

The audience is concentrated in Ontario, Quebec, Alberta.

Top brand affinities include Petro-Canada, Circle K, Tim Horton, with strongest over-indexing on Petro-Canada (15.06× the country average).

Demographically, the Esso audience skews more male with an average age of 45.7, and over-indexes on personality traits such as Tradition, Social Media Usage.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.

The typical Esso fan in Canada is more male, around 45.7 years old, with strong Tradition tendencies and a notable affinity for Petro-Canada.

Category: Cars & Mobility · Type: Brand · Subtype: Fuel / petrol

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Esso profile in Canada.

Audience size
6.8M
in Canada
Gender
43.7%♀
56.3% male
Age
45.7
average years
Country rank
#282
Brand in Canada
Fig. 01

Search interest · 12-month trend

+19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Esso

43.7% are female, 56.3% are male, average age 45.7.

Fig. 02

Gender split

43.7%
Female
56.3%
Male
Demographic split for Esso audience in Canada
MetricValue
Female43.7%
Male56.3%
Average age45.7
Estimated audience size6,767,618
Fig. 03

Age distribution

Ø 45.7
average years
Age distribution of the Esso audience in Canada
Age bracketShare%
16-195%
20-2915%
30-3921%
40-4926%
50+33%
Fig. 04

Worldwide distribution

21.5%

of the worldwide Esso audience comes from Canada.

Worldwide audience distribution share by country for Esso
CountryShare
United Kingdom26.9%
Canada21.5%
Germany18.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Canada average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Esso audience in Canada is strongest.

Fig. 05

Top regions by affinity

Esso customers by region in Canada
#RegionReachAffinity×
01Ontario~4.5M1.64×
02Quebec~2M1.17×
03Alberta~900K1.13×
04Saskatchewan~200K1.02×
05Nova Scotia~200K0.98×
06New Brunswick~100K0.87×
07Manitoba~200K0.86×
08British Columbia~900K0.85×
09Newfoundland and Labrador~80K0.77×
10Prince Edward Island~30K0.77×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Esso audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Esso audience
#·InterestCategoryAffinity×
01CastrolCars & Mobility26.79×
02CaltexCars & Mobility25.61×
03ExxonCars & Mobility19.05×
04Petro-CanadaCars & Mobility15.06×
05ExxonMobilCars & Mobility13.59×
06GasolineCars & Mobility11.62×
07Circle KShopping10.47×
08Filling stationCars & Mobility7.80×
097-ElevenShopping7.63×
10Diesel fuelCars & Mobility6.91×
11Controlled-access highwayTravel & Leisure5.72×
12Air pollutionHealth5.65×
13Traffic congestionCars & Mobility5.56×
14Loto-QuébecGames4.41×
15TVA (Canada)Movies & TV3.39×
16MSNNews2.20×
17RonaHome & Garden2.16×
18KijijiShopping1.91×
19Montreal CanadiensSports1.90×
20Tim HortonSports1.85×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Esso audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Esso audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.84×
Social Media UsageJOY1.22×
Early Adopter MentalityPOWER1.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Esso audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.59×
TravellingTHRILL0.70×
SpiritualityBALANCE0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Esso's target market in Canada?

Esso's target market in Canada covers an estimated 6,767,618 people, concentrated in Ontario and Quebec.

02

What is the gender split and age of Esso customers?

43.7% of the Esso audience are female, 56.3% are male, with an average age of 45.7 years.

03

Which brands do Esso fans like most?

Esso fans show strongest brand affinity for Petro-Canada (15.06×), Circle K (10.47×), and Tim Horton (1.85×) over the country average.

04

Where do Esso fans live in Canada?

Esso fans in Canada are most concentrated in Ontario (reach ~4.5M), Quebec (reach ~2M), and Alberta (reach ~900K). These three regions account for the largest share of the active audience.

05

What other brands do Esso fans also like?

Beyond Esso itself, the audience over-indexes on Circle K (10.47×), Tim Horton (1.85×), 7-Eleven (7.63×), and Gasoline (11.62×) compared to the Canada average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Fuel / petrol audiences in Canada

See Esso audiences in other countries

How to read this data

Audience size is the estimated number of people in Canada who actively search for Esso. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. 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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