Rascasse Audience Intelligence

Discount stores Audience in Germany

A data profile of the people who buy, follow and care about Discount stores in Germany — modelled from more than twelve digital signal sources. Discount stores has an estimated audience of 22,918,002 people in Germany.

#27among Lifestyle cluster in Germany#35among Topic in Germany#4in Shopping

The average Discount stores fan in Germany is 42.0 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Hessen.

Top brand affinities include Ipekyol, David Faustino, Renault 5, with strongest over-indexing on Ipekyol (2.49× the country average).

Demographically, the Discount stores audience skews more female with an average age of 42.0, and over-indexes on personality traits such as Creativity, DIY Mentality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Discount stores fan in Germany is more female, around 42.0 years old, with strong Creativity tendencies and a notable affinity for Ipekyol.

Category: Shopping · Type: Topic · Subtype: Lifestyle cluster

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 Discount stores profile in Germany.

Audience size
22.9M
in Germany
Gender
58.7%♀
41.3% male
Age
42.0
average years
Country rank
#56
Topic in Germany
Fig. 01

Search interest · 12-month trend

+248%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Discount stores fans

58.7% are female, 41.3% are male, average age 42.0.

Fig. 02

Gender split

58.7%
Female
41.3%
Male
Demographic split for Discount stores audience in Germany
MetricValue
Female58.7%
Male41.3%
Average age42.0
Estimated audience size22,918,002
Fig. 03

Age distribution

Ø 42.0
average years
Age distribution of the Discount stores audience in Germany
Age bracketShare%
16-1911%
20-2918%
30-3922%
40-4926%
50+23%
Fig. 04

Worldwide distribution

6.8%

of the worldwide Discount stores audience comes from Germany.

Worldwide audience distribution share by country for Discount stores
CountryShare
United States11.5%
Italy7.8%
Germany6.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Discount stores audience in Germany is strongest.

Fig. 05

Top regions by affinity

Discount stores fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~2.5M1.53×
02Berlin~1.5M1.37×
03Bremen~200K1.21×
04Rheinland-Pfalz~1M1.05×
05Saarland~300K1.04×
06Mecklenburg-Vorpommern~400K0.98×
07Hamburg~500K0.97×
08Sachsen-Anhalt~600K0.96×
09Thüringen~600K0.96×
10Bayern~3.5M0.93×
11Brandenburg~700K0.93×
12Sachsen~1M0.92×
13Schleswig-Holstein~700K0.91×
14Baden-Württemberg~2.5M0.82×
15Nordrhein-Westfalen~4M0.79×
16Niedersachsen~1.5M0.77×
Fig. 06

Affinity by region

Affinity by region — Discount stores, Germany
0.77×1.00×1.53×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Discount stores audience
#·InterestCategoryAffinity×
01Blue spruceHome & Garden4.13×
02DoleFood & Beverages2.62×
03IpekyolShopping2.49×
04David FaustinoMovies & TV2.40×
05DenizbankBusiness & Career2.38×
06Timothy ChandlerSports2.38×
07TeknosaShopping2.31×
08AkbankBusiness & Career2.13×
09Civil law (legal system)Business & Career2.07×
10Julia FischerMusic & Radio2.06×
11The American University of Iraq – SulaimaniBusiness & Career1.99×
12Counterparts (band)Music & Radio1.93×
13University of Technology, IraqBusiness & Career1.93×
14Recep Tayyip Erdoğan UniversityBusiness & Career1.88×
15Elfriede JelinekLiterature1.75×
16GerberKids & Family1.67×
17Fluke (band)Music & Radio1.60×
18Renault 5Cars & Mobility1.53×
19SmackMusic & Radio1.51×
20Ed O'NeillMovies & TV1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Discount stores 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 Discount stores audience · What stands out
TraitClusterDeviationScore
CreativityOPEN0.84×
DIY MentalityTHRILL0.84×
Family OrientationCONSERVATISM0.82×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Discount stores audience · Rather not
TraitClusterDeviationScore
Urban LifestyleOPEN0.59×
Risk AppetiteTHRILL0.61×
MindfulnessBALANCE0.62×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Discount stores have in Germany?

Discount stores has an estimated audience of 22,918,002 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Discount stores fans?

58.7% of Discount stores fans are female, 41.3% are male, with an average age of 42.0 years.

03

Which brands do Discount stores fans like most?

Discount stores fans show strongest brand affinity for Ipekyol (2.49×), David Faustino (2.4×), and Renault 5 (1.53×) over the country average.

04

Where do Discount stores fans live in Germany?

Discount stores fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~4M), Bayern (reach ~3.5M), and Hessen (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do Discount stores fans also like?

Beyond Discount stores itself, the audience over-indexes on David Faustino (2.4×), Renault 5 (1.53×), Civil law (legal system) (2.07×), and Blue spruce (4.13×) compared to the Germany average.

Appendix

Explore more audiences

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

More Lifestyle cluster audiences in Germany

See Discount stores audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Discount stores. 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 Germany. 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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