A data profile of the people who buy, follow and care about Migros in Switzerland — modelled from more than twelve digital signal sources. Migros has an estimated audience of 6,675,000 people in Switzerland.
The average Migros fan in Switzerland is 43.2 years old, more female, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Canton of Bern, Vaud.
Top brand affinities include Coop, Swisscom, Swiss International Air Lines, with strongest over-indexing on Coop (1.89× the country average).
Demographically, the Migros audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Sustainability, Urban Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical Migros fan in Switzerland is more female, around 43.2 years old, with strong Sustainability tendencies and a notable affinity for Coop.
The key figures that characterise the Migros profile in Switzerland.
55.6% are female, 44.4% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 55.6% |
| Male | 44.4% |
| Average age | 43.2 |
| Estimated audience size | 6,675,000 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 22% | |
| 40-49 | 24% | |
| 50+ | 27% |
of the worldwide Migros audience comes from Switzerland.
| Country | Share |
|---|---|
| Switzerland | 17.3% |
| Germany | 2.0% |
| United States | 1.2% |
Where the Migros audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vaud | ~600K | 1.53× | |
| 02 | Canton of Geneva | ~500K | 1.52× | |
| 03 | Canton of Bern | ~700K | 1.51× | |
| 04 | Canton of Zürich | ~1M | 1.43× | |
| 05 | Luzern | ~300K | 1.43× | |
| 06 | Basel-City | ~300K | 1.28× | |
| 07 | Canton of St. Gallen | ~300K | 1.26× | |
| 08 | Valais | ~300K | 1.25× | |
| 09 | Ticino | ~300K | 1.22× | |
| 10 | Aargau | ~400K | 1.21× | |
| 11 | Fribourg | ~200K | 1.13× | |
| 12 | Solothurn | ~200K | 1.10× | |
| 13 | Basel-Landschaft | ~200K | 1.06× | |
| 14 | Neuchatel | ~100K | 1.04× | |
| 15 | Thurgau | ~200K | 0.97× | |
| 16 | Canton of Zug | ~80K | 0.94× | |
| 17 | Graubünden | ~100K | 0.90× | |
| 18 | Schwyz | ~90K | 0.88× | |
| 19 | Schaffhausen | ~40K | 0.71× | |
| 20 | Appenzell Ausserrhoden | ~20K | 0.61× | |
| 21 | Jura | ~30K | 0.57× | |
| 22 | Canton of Glarus | ~10K | 0.57× | |
| 23 | Canton of Nidwalden | ~10K | 0.56× | |
| 24 | Canton of Obwalden | ~10K | 0.55× | |
| 25 | Uri | ~10K | 0.52× | |
| 26 | Appenzell Innerrhoden | ~3K | 0.38× |
The strongest cross-interests of the Migros audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sanitas | Health | 1.95× | ||
| 02 | Hornbach | Shopping | 1.91× | ||
| 03 | Coop | Food & Beverages | 1.89× | ||
| 04 | Supermarket | Shopping | 1.80× | ||
| 05 | Istanbul | Travel & Leisure | 1.75× | ||
| 06 | AXA | Business & Career | 1.74× | ||
| 07 | Skyscanner | Travel & Leisure | 1.73× | ||
| 08 | Sun | Travel & Leisure | 1.64× | ||
| 09 | Bauhaus | Shopping | 1.59× | ||
| 10 | Betty Bossi | Food & Beverages | 1.59× | ||
| 11 | Adult education | Business & Career | 1.57× | ||
| 12 | Milk | Food & Beverages | 1.55× | ||
| 13 | TripAdvisor | Travel & Leisure | 1.55× | ||
| 14 | Groupe Mutuel | Business & Career | 1.53× | ||
| 15 | Chocolate | Food & Beverages | 1.52× | ||
| 16 | Nespresso | Food & Beverages | 1.52× | ||
| 17 | Swisscom | Technology & Electronics | 1.51× | ||
| 18 | Swiss International Air Lines | Travel & Leisure | 1.51× | ||
| 19 | Agriculture | Business & Career | 1.50× | ||
| 20 | Local food | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.48× | |
| Urban Lifestyle | OPEN | 1.39× | |
| Price Sensitivity | PREMIUM | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.52× | |
| Social Media Usage | JOY | 0.84× | |
| Healthy Lifestyle | BALANCE | 0.97× |
Migros's target market in Switzerland covers an estimated 6,675,000 people, concentrated in Canton of Zürich and Canton of Bern.
55.6% of the Migros audience are female, 44.4% are male, with an average age of 43.2 years.
Migros fans show strongest brand affinity for Coop (1.89×), Swisscom (1.51×), and Swiss International Air Lines (1.51×) over the country average.
Migros fans in Switzerland are most concentrated in Canton of Zürich (reach ~1M), Canton of Bern (reach ~700K), and Vaud (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Migros itself, the audience over-indexes on Swisscom (1.51×), Swiss International Air Lines (1.51×), Hornbach (1.91×), and Supermarket (1.8×) compared to the Switzerland average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Switzerland who actively search for Migros. 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 Switzerland. 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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