A data profile of the people who buy, follow and care about SAQ in Canada — modelled from more than twelve digital signal sources. SAQ has an estimated audience of 3,511,444 people in Canada.
The average SAQ fan in Canada is 45.1 years old, more female, and lives primarily in Quebec.
The audience is concentrated in Quebec, Ontario, Alberta.
Top brand affinities include Hypermarket, Montreal Canadiens, Ice Hockey World Championships, with strongest over-indexing on Hypermarket (7.54× the country average).
Demographically, the SAQ audience skews more female with an average age of 45.1, and over-indexes on personality traits such as Price Sensitivity, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical SAQ fan in Canada is more female, around 45.1 years old, with strong Price Sensitivity tendencies and a notable affinity for Hypermarket.
The key figures that characterise the SAQ profile in Canada.
63.3% are female, 36.7% are male, average age 45.1.
| Metric | Value |
|---|---|
| Female | 63.3% |
| Male | 36.7% |
| Average age | 45.1 |
| Estimated audience size | 3,511,444 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 25% | |
| 50+ | 32% |
of the worldwide SAQ audience comes from Canada.
| Country | Share |
|---|---|
| Canada | 95.6% |
| United States | 3.5% |
| Germany | 0.5% |
Where the SAQ audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Quebec | ~2.5M | 9.36× | |
| 02 | Prince Edward Island | ~8K | 0.45× | |
| 03 | Saskatchewan | ~50K | 0.43× | |
| 04 | Manitoba | ~50K | 0.37× | |
| 05 | Newfoundland and Labrador | ~20K | 0.32× | |
| 06 | New Brunswick | ~20K | 0.26× | |
| 07 | Ontario | ~300K | 0.20× | |
| 08 | Nova Scotia | ~20K | 0.17× | |
| 09 | Alberta | ~70K | 0.16× | |
| 10 | British Columbia | ~60K | 0.10× |
The strongest cross-interests of the SAQ audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | SailGP | Sports | 12.77× | ||
| 02 | Tampa Bay Rays | Sports | 7.80× | ||
| 03 | Hypermarket | Shopping | 7.54× | ||
| 04 | Tampa Bay Lightning | Sports | 6.18× | ||
| 05 | Mineral water | Food & Beverages | 6.11× | ||
| 06 | Non-alcoholic beverage | Food & Beverages | 5.96× | ||
| 07 | Clinique | Beauty & Wellness | 5.70× | ||
| 08 | Butcher | Food & Beverages | 5.10× | ||
| 09 | Nespresso | Food & Beverages | 4.75× | ||
| 10 | Hardware store | Home & Garden | 4.13× | ||
| 11 | Convenience store | Food & Beverages | 3.96× | ||
| 12 | Discount stores | Shopping | 3.83× | ||
| 13 | Montreal Canadiens | Sports | 3.17× | ||
| 14 | United Parcel Service | Business & Career | 3.06× | ||
| 15 | Cocktail | Food & Beverages | 2.75× | ||
| 16 | Supermarket | Shopping | 2.65× | ||
| 17 | Pharmacy | Business & Career | 2.55× | ||
| 18 | IKEA | Home & Garden | 2.35× | ||
| 19 | Kijiji | Shopping | 2.24× | ||
| 20 | Ice Hockey World Championships | Sports | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 2.63× | |
| Convenience Orientation | PREMIUM | 2.19× | |
| Indulgence | JOY | 2.03× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.49× | |
| Community Orientation | OPEN | 0.50× | |
| Quality Awareness | PREMIUM | 0.57× |
SAQ has an estimated audience of 3,511,444 people in Canada, concentrated in Quebec and Ontario.
63.3% of SAQ fans are female, 36.7% are male, with an average age of 45.1 years.
SAQ fans show strongest brand affinity for Hypermarket (7.54×), Montreal Canadiens (3.17×), and Ice Hockey World Championships (1.51×) over the country average.
SAQ fans in Canada are most concentrated in Quebec (reach ~2.5M), Ontario (reach ~300K), and Alberta (reach ~70K). These three regions account for the largest share of the active audience.
Beyond SAQ itself, the audience over-indexes on Montreal Canadiens (3.17×), Ice Hockey World Championships (1.51×), Hardware store (4.13×), and Discount stores (3.83×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada who actively search for SAQ. 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 Canada. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.