A data profile of the people who buy, follow and care about Walmart in Canada — modelled from more than twelve digital signal sources. Walmart has an estimated audience of 8,975,391 people in Canada.
The average Walmart fan in Canada is 43.8 years old, more female, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, British Columbia.
Top brand affinities include Old Navy, Aritzia, Shoppers Drug Mart, with strongest over-indexing on Old Navy (2.0× the country average).
Demographically, the Walmart audience skews more female with an average age of 43.8, and over-indexes on personality traits such as Individualism, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Walmart fan in Canada is more female, around 43.8 years old, with strong Individualism tendencies and a notable affinity for Old Navy.
The key figures that characterise the Walmart profile in Canada.
58.0% are female, 42.0% are male, average age 43.8.
| Metric | Value |
|---|---|
| Female | 58.0% |
| Male | 42.0% |
| Average age | 43.8 |
| Estimated audience size | 8,975,391 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 24% | |
| 50+ | 29% |
of the worldwide Walmart audience comes from Canada.
| Country | Share |
|---|---|
| United States | 57.0% |
| Canada | 5.4% |
| Mexico | 5.4% |
Where the Walmart audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ontario | ~4.5M | 1.21× | |
| 02 | Quebec | ~2.5M | 1.21× | |
| 03 | New Brunswick | ~200K | 1.06× | |
| 04 | Nova Scotia | ~300K | 1.05× | |
| 05 | Alberta | ~1M | 1.02× | |
| 06 | Manitoba | ~300K | 0.99× | |
| 07 | Newfoundland and Labrador | ~100K | 0.94× | |
| 08 | Saskatchewan | ~300K | 0.89× | |
| 09 | British Columbia | ~1M | 0.87× | |
| 10 | Prince Edward Island | ~30K | 0.77× |
The strongest cross-interests of the Walmart audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Snapped | Movies & TV | 3.15× | ||
| 02 | Zendaya | Movies & TV | 2.54× | ||
| 03 | Joe Fresh | Fashion & Accessoires | 2.19× | ||
| 04 | Aritzia | Fashion & Accessoires | 2.05× | ||
| 05 | Chipotle Mexican Grill | Food & Beverages | 2.02× | ||
| 06 | Old Navy | Fashion & Accessoires | 2.00× | ||
| 07 | Gap Inc. | Shopping | 1.92× | ||
| 08 | Carter's | Fashion & Accessoires | 1.88× | ||
| 09 | Dollar Tree | Shopping | 1.82× | ||
| 10 | Loblaw Companies | Shopping | 1.80× | ||
| 11 | H&M | Shopping | 1.79× | ||
| 12 | Diaper bag | Kids & Family | 1.78× | ||
| 13 | Reitmans | Fashion & Accessoires | 1.73× | ||
| 14 | Child care | Kids & Family | 1.73× | ||
| 15 | Giant Tiger | Shopping | 1.71× | ||
| 16 | Hudson's Bay (retailer) | Fashion & Accessoires | 1.71× | ||
| 17 | Shoppers Drug Mart | Shopping | 1.70× | ||
| 18 | Wendy's | Food & Beverages | 1.61× | ||
| 19 | IKEA | Home & Garden | 1.60× | ||
| 20 | Burger King | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.52× | |
| Patriotism | CONSERVATISM | 1.33× | |
| Travelling | THRILL | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.83× | |
| Social Media Usage | JOY | 0.85× | |
| Design Affinity | PREMIUM | 0.87× |
Walmart's target market in Canada covers an estimated 8,975,391 people, concentrated in Ontario and Quebec.
58.0% of the Walmart audience are female, 42.0% are male, with an average age of 43.8 years.
Walmart fans show strongest brand affinity for Old Navy (2.0×), Aritzia (2.05×), and Shoppers Drug Mart (1.7×) over the country average.
Walmart fans in Canada are most concentrated in Ontario (reach ~4.5M), Quebec (reach ~2.5M), and British Columbia (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Walmart itself, the audience over-indexes on Aritzia (2.05×), Shoppers Drug Mart (1.7×), IKEA (1.6×), and H&M (1.79×) 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 Walmart. 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.
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