Grocery store Audience in Germany
Grocery store has an estimated audience of 4,202,222 people in Germany. 58.8% are female, 41.2% are male, average age 41.2. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: REWE, Kaufland, Netto Marken-Discount, Edeka, Discount stores.
The average Grocery store fan in Germany is 41.2 years old, more female, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include REWE, Kaufland, Netto Marken-Discount, with strongest over-indexing on REWE (2.43× the country average). Demographically, the Grocery store audience skews more female with an average age of 41.2, and over-indexes on personality traits such as Indulgence, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Food & Beverages · Type: Touchpoint
Demographics of Grocery store fans
| Metric | Value |
|---|---|
| Female | 58.8% |
| Male | 41.2% |
| Average age | 41.2 |
| Estimated audience size | 4,202,222 |
Audience persona
The typical Grocery store fan in Germany is more female, around 41.2 years old, with strong Indulgence tendencies and a notable affinity for REWE.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 944,261 | 1.4× |
| Nordrhein-Westfalen | 880,495 | 0.96× |
| Baden-Württemberg | 627,092 | 1.09× |
| Niedersachsen | 347,821 | 0.85× |
| Hessen | 289,723 | 0.9× |
| Berlin | 242,557 | 1.29× |
| Rheinland-Pfalz | 233,926 | 1.11× |
| Sachsen | 227,879 | 1.11× |
| Schleswig-Holstein | 176,336 | 1.17× |
| Brandenburg | 161,714 | 1.24× |
| Hamburg | 91,925 | 0.97× |
| Sachsen-Anhalt | 88,956 | 0.82× |
| Thüringen | 77,945 | 0.73× |
| Mecklenburg-Vorpommern | 74,866 | 0.93× |
| Saarland | 34,280 | 0.66× |
| Bremen | 27,542 | 0.77× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| REWE | 2.43× | Shopping |
| Kaufland | 2.34× | Shopping |
| Netto Marken-Discount | 2.27× | Shopping |
| Edeka | 2.09× | Shopping |
| Discount stores | 1.85× | Shopping |
| Supermarket | 2.41× | Shopping |
| Rossmann | 2.05× | Shopping |
| IKEA | 1.73× | Home & Garden |
| Bild | 1.56× | News |
| Lieferando.de | 1.91× | Food & Beverages |
| Aldi | 1.69× | Shopping |
| Garden | 1.61× | Home & Garden |
| 1.68× | Internet & Social Media | |
| Wetter.com | 1.85× | Home & Garden |
| Mix Markt | 2.09× | Shopping |
| Globus Baumarkt | 1.78× | Shopping |
| Mobile phones | 1.53× | Technology & Electronics |
| Aral AG | 1.77× | Cars & Mobility |
| Personal finance | 1.5× | Business & Career |
| Obi (store) | 1.52× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.79 |
| Price Sensitivity | PREMIUM | 1.68 |
| DIY Mentality | THRILL | 1.59 |
| Healthy Lifestyle | BALANCE | 1.57 |
| Sustainability | BALANCE | 1.52 |
| Design Affinity | PREMIUM | 1.52 |
Worldwide distribution
| Country | Share |
|---|---|
| China | 21.6% |
| United States | 16.2% |
| Japan | 5.7% |
See Grocery store audiences in other countries
More Food & Beverages audiences in Germany
- Boutiques (11,567,591)
- Parties (11,488,089)
- Beauty salons (11,178,494)
- Shopping malls (11,108,935)
- Supermarket (10,969,874)
Frequently asked questions
How many fans does Grocery store have in Germany?
Grocery store has an estimated audience of 4,202,222 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Grocery store fans?
58.8% of Grocery store fans are female, 41.2% are male, with an average age of 41.2 years.
Which brands do Grocery store fans like most?
Grocery store fans show strongest brand affinity for REWE (2.43×), Kaufland (2.34×), and Netto Marken-Discount (2.27×) over the country average.
Where do Grocery store fans live in Germany?
Grocery store fans in Germany are most concentrated in Bayern (reach 944,261), Nordrhein-Westfalen (reach 880,495), and Baden-Württemberg (reach 627,092). These three regions account for the largest share of the active audience.
What other brands do Grocery store fans also like?
Beyond Grocery store itself, the audience over-indexes on Kaufland (2.34×), Netto Marken-Discount (2.27×), Edeka (2.09×), and Discount stores (1.85×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Grocery store. 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.