Rascasse Audience Intelligence

Hypermarket Audience in Germany

A data profile of the people who buy, follow and care about Hypermarket in Germany — modelled from more than twelve digital signal sources. Hypermarket has an estimated audience of 2,829,096 people in Germany.

#66among Touchpoint in Germany#98in Shopping

The average Hypermarket fan in Germany is 40.7 years old, more female, and lives primarily in Hessen.

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

Top brand affinities include Famila, Netto Marken-Discount, Grocery store, with strongest over-indexing on Famila (12.36× the country average).

Demographically, the Hypermarket audience skews more female with an average age of 40.7, and over-indexes on personality traits such as Convenience Orientation, DIY Mentality.

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

The typical Hypermarket fan in Germany is more female, around 40.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Famila.

Category: Shopping · Type: Touchpoint

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 Hypermarket profile in Germany.

Audience size
2.8M
in Germany
Gender
60.2%♀
39.8% male
Age
40.7
average years
Country rank
#2287
Touchpoint in Germany
Fig. 01

Search interest · 12-month trend

+218%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Hypermarket fans

60.2% are female, 39.8% are male, average age 40.7.

Fig. 02

Gender split

60.2%
Female
39.8%
Male
Demographic split for Hypermarket audience in Germany
MetricValue
Female60.2%
Male39.8%
Average age40.7
Estimated audience size2,829,096
Fig. 03

Age distribution

Ø 40.7
average years
Age distribution of the Hypermarket audience in Germany
Age bracketShare%
16-1914%
20-2920%
30-3922%
40-4924%
50+20%
Fig. 04

Worldwide distribution

2.2%

of the worldwide Hypermarket audience comes from Germany.

Worldwide audience distribution share by country for Hypermarket
CountryShare
United States12.5%
Brazil9.9%
France7.2%
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 Hypermarket audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hypermarket fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~1M4.74×
02Niedersachsen~600K2.05×
03Berlin~100K1.16×
04Bayern~500K1.13×
05Baden-Württemberg~400K1.07×
06Rheinland-Pfalz~100K1.03×
07Saarland~40K1.03×
08Bremen~20K0.98×
09Hamburg~60K0.91×
10Sachsen~100K0.86×
11Nordrhein-Westfalen~500K0.84×
12Brandenburg~70K0.81×
13Thüringen~60K0.78×
14Mecklenburg-Vorpommern~40K0.77×
15Sachsen-Anhalt~60K0.76×
16Schleswig-Holstein~70K0.71×
Fig. 06

Affinity by region

Affinity by region — Hypermarket, Germany
0.71×1.00×4.74×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hypermarket audience
#·InterestCategoryAffinity×
01Extra (retail)Shopping23.61×
02HandelshofShopping13.14×
03FamilaShopping12.36×
04Online grocerShopping10.21×
05CarrefourShopping9.55×
06Grocery storeFood & Beverages7.41×
07Real (hypermarket)Shopping5.97×
08Netto Marken-DiscountShopping3.69×
09KauflandShopping3.56×
10Ernsting's familyShopping3.27×
11QVCMovies & TV3.06×
12DeichmannShopping2.80×
13SupermarketShopping2.77×
14CHECK24Business & Career2.64×
15TK MaxxShopping2.54×
16BauhausShopping2.52×
17REWEShopping2.50×
18LidlShopping2.04×
19DesignHome & Garden1.61×
20Business and industryBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hypermarket 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 Hypermarket audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.64×
DIY MentalityTHRILL1.50×
Family OrientationCONSERVATISM1.50×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hypermarket audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.76×
Early Adopter MentalityPOWER0.76×
Sports ActivityPOWER0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Hypermarket have in Germany?

Hypermarket has an estimated audience of 2,829,096 people in Germany, concentrated in Hessen and Niedersachsen.

02

What is the gender split and age of Hypermarket fans?

60.2% of Hypermarket fans are female, 39.8% are male, with an average age of 40.7 years.

03

Which brands do Hypermarket fans like most?

Hypermarket fans show strongest brand affinity for Famila (12.36×), Netto Marken-Discount (3.69×), and Grocery store (7.41×) over the country average.

04

Where do Hypermarket fans live in Germany?

Hypermarket fans in Germany are most concentrated in Hessen (reach ~1M), Niedersachsen (reach ~600K), and Nordrhein-Westfalen (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Hypermarket fans also like?

Beyond Hypermarket itself, the audience over-indexes on Netto Marken-Discount (3.69×), Grocery store (7.41×), Kaufland (3.56×), and Online grocer (10.21×) compared to the Germany average.

Appendix

Explore more audiences

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

More Shopping audiences in Germany

See Hypermarket audiences in other countries

How to read this data

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