Rascasse Audience Intelligence

Edeka Target Market in Germany

A data profile of the people who buy, follow and care about Edeka in Germany — modelled from more than twelve digital signal sources. Edeka has an estimated audience of 18,145,836 people in Germany.

#4among Supermarket in Germany#7among Brand in Germany#10in Shopping

The average Edeka fan in Germany is 41.3 years old, more female, and lives primarily in Bayern.

The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg.

Top brand affinities include Netto Marken-Discount, Mix Markt, REWE, with strongest over-indexing on Netto Marken-Discount (2.13× the country average).

Demographically, the Edeka audience skews more female with an average age of 41.3, and over-indexes on personality traits such as Patriotism, Family Orientation.

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

The typical Edeka fan in Germany is more female, around 41.3 years old, with strong Patriotism tendencies and a notable affinity for Netto Marken-Discount.

Category: Shopping · Type: Brand · Subtype: Supermarket

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 Edeka profile in Germany.

Audience size
18.1M
in Germany
Gender
58.2%♀
41.8% male
Age
41.3
average years
Country rank
#92
Brand in Germany
Fig. 01

Search interest · 12-month trend

-22%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Edeka

58.2% are female, 41.8% are male, average age 41.3.

Fig. 02

Gender split

58.2%
Female
41.8%
Male
Demographic split for Edeka audience in Germany
MetricValue
Female58.2%
Male41.8%
Average age41.3
Estimated audience size18,145,836
Fig. 03

Age distribution

Ø 41.3
average years
Age distribution of the Edeka audience in Germany
Age bracketShare%
16-1912%
20-2918%
30-3923%
40-4926%
50+20%
Fig. 04

Worldwide distribution

90.5%

of the worldwide Edeka audience comes from Germany.

Worldwide audience distribution share by country for Edeka
CountryShare
Germany90.5%
Netherlands1.0%
United States1.0%
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 Edeka audience in Germany is strongest.

Fig. 05

Top regions by affinity

Edeka customers by region in Germany
#RegionReachAffinity×
01Berlin~1.5M1.56×
02Hamburg~600K1.43×
03Bayern~4M1.42×
04Mecklenburg-Vorpommern~500K1.32×
05Schleswig-Holstein~800K1.23×
06Niedersachsen~2M1.05×
07Bremen~200K0.99×
08Baden-Württemberg~2.5M0.97×
09Sachsen-Anhalt~400K0.95×
10Brandenburg~500K0.92×
11Nordrhein-Westfalen~3.5M0.85×
12Rheinland-Pfalz~700K0.76×
13Hessen~1M0.72×
14Sachsen~600K0.72×
15Thüringen~300K0.67×
16Saarland~100K0.57×
Fig. 06

Affinity by region

Affinity by region — Edeka, Germany
0.57×1.00×1.56×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Edeka audience
#·InterestCategoryAffinity×
01Netto Marken-DiscountShopping2.13×
02Mix MarktShopping2.11×
03In aller FreundschaftMovies & TV2.00×
04Ernsting's familyShopping1.99×
05Storm of LoveMovies & TV1.95×
06Roland KaiserMusic & Radio1.92×
07SupermarketShopping1.91×
08QVCMovies & TV1.89×
09BonprixShopping1.78×
10Let's Dance (German TV series)Movies & TV1.75×
11GMX MailInternet & Social Media1.73×
12TchiboShopping1.71×
13Julia KlöcknerPolitics & Society1.70×
14FressnapfShopping1.69×
15KauflandShopping1.67×
16Gute Zeiten, schlechte ZeitenMovies & TV1.65×
17REWEShopping1.64×
18Schlager musicMusic & Radio1.63×
19Thomas GottschalkMovies & TV1.58×
20Wetter.comHome & Garden1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Edeka 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 Edeka audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.09×
Family OrientationCONSERVATISM1.08×
DIY MentalityTHRILL1.07×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Edeka audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.58×
Luxury OrientationPREMIUM0.65×
Urban LifestyleOPEN0.67×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Edeka's target market in Germany?

Edeka's target market in Germany covers an estimated 18,145,836 people, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Edeka customers?

58.2% of the Edeka audience are female, 41.8% are male, with an average age of 41.3 years.

03

Which brands do Edeka fans like most?

Edeka fans show strongest brand affinity for Netto Marken-Discount (2.13×), Mix Markt (2.11×), and REWE (1.64×) over the country average.

04

Where do Edeka fans live in Germany?

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

05

What other brands do Edeka fans also like?

Beyond Edeka itself, the audience over-indexes on Mix Markt (2.11×), REWE (1.64×), Kaufland (1.67×), and Supermarket (1.91×) compared to the Germany average.

Appendix

Explore more audiences

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

More Supermarket audiences in Germany

Related rankings

See Edeka audiences in other countries

How to read this data

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