Rascasse Audience Intelligence

Ocado Target Market in United Kingdom

Ocado has an estimated audience of 9.2M people in United Kingdom.

#9among Supermarket in United Kingdom
#72among brands in United Kingdom
#34in Shopping

The average Ocado fan in United Kingdom is 44.7 years old, more female, and lives primarily in South East.

By number of fans, Ocado ranks #9 among the 196 objects in Supermarket in United Kingdom — 128.8× the group median.

Its fans are 4.1 years older than the group average of 40.6.

Women make up 67.0% of the fan base, 3.5 percentage points more than the group average.

Compared with the other 195 objects in Supermarket, Ocado fans stand out for their interest in Monica Vinader, Glossier and Majestic Wine.

Most fans live in South East, Greater London, East of England.

Top affinities include Monica Vinader, Glossier, Majestic Wine, with strongest over-indexing on Monica Vinader (10.12× the country average).

Demographically, the Ocado audience skews more female with an average age of 44.7, and over-indexes on personality traits such as Design Affinity, Luxury Orientation.

The typical Ocado fan in United Kingdom is more female, around 44.7 years old, with strong Design Affinity tendencies and a notable affinity for Monica Vinader.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
9.2M
in United Kingdom
Gender
67.0%♀
33.0% male
Age
44.7
average years
Country rank
#553
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Ocado

67.0% are female, 33.0% are male, average age 44.7.

Fig. 02

Gender split

67.0%
Female
33.0%
Male
Demographic split for Ocado audience in United Kingdom
MetricValue
Female67.0%
Male33.0%
Average age44.7
Estimated audience size9.2M
Fig. 03

Age distribution

Ø 44.7
average years
Age distribution of the Ocado audience in United Kingdom
Age bracketShare%
16-249%
25-3418%
35-4419%
45-5422%
55+32%
Fig. 04

Worldwide distribution

88.0%

of the worldwide Ocado audience comes from United Kingdom.

Worldwide audience distribution share by country for Ocado
CountryShare
United Kingdom88.0%
United States2.8%
France0.9%
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

Ocado customers by region in United Kingdom
#RegionReachAffinity×
01Wales~1M2.42×
02South East~2M1.40×
03East of England~1M1.36×
04East Midlands~800K1.24×
05South West~900K1.11×
06Greater London~1.5M1.04×
07North West~1M1.02×
08Yorkshire and the Humber~500K0.71×
09West Midlands~500K0.66×
10North East~200K0.46×
11Scotland~300K0.35×
12Northern Ireland~70K0.26×
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 Ocado audience vs. the country average
#·InterestCategoryAffinity×
01Monica VinaderFashion & Accessoires10.12×
02GlossierBeauty & Wellness9.35×
03Majestic WineFood & Beverages6.61×
04Hotel ChocolatFood & Beverages5.81×
05Isabel MarantFashion & Accessoires4.51×
06Oliver BonasFashion & Accessoires4.29×
07Habitat (retailer)Home & Garden3.63×
08AnthropologieShopping3.35×
09Home Interior DesignHome & Garden2.98×
10WaitroseShopping2.75×
11HarrodsShopping2.16×
12Mail OnlineNews2.14×
13DebenhamsFashion & Accessoires2.07×
14MatalanShopping1.99×
15John Lewis (department store)Shopping1.95×
16PrimarkShopping1.84×
17H&MShopping1.70×
18IKEAHome & Garden1.68×
19Marks & SpencerShopping1.65×
20Health & wellnessHealth1.62×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Ocado audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Ocado audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.03×
Luxury OrientationPREMIUM1.66×
IndulgenceJOY1.56×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Ocado audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.61×
Need for SecurityCONSERVATISM0.66×
ExtroversionTHRILL0.75×
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 Ocado 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/ocado-12634” · Methodology