Hypermarket Audience in Germany
Hypermarket has an estimated audience of 2,829,096 people in Germany. 60.2% are female, 39.8% are male, average age 40.7. Top regions: Niedersachsen, Bayern, Nordrhein-Westfalen. Top brand affinities: Famila, Netto Marken-Discount, Grocery store, Kaufland, Online grocer.
The average Hypermarket fan in Germany is 40.7 years old, more female, and lives primarily in Niedersachsen. The audience is concentrated in Niedersachsen, Bayern, 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 Price Sensitivity, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Touchpoint
Demographics of Hypermarket fans
| Metric | Value |
|---|---|
| Female | 60.2% |
| Male | 39.8% |
| Average age | 40.7 |
| Estimated audience size | 2,829,096 |
Audience persona
The typical Hypermarket fan in Germany is more female, around 40.7 years old, with strong Price Sensitivity tendencies and a notable affinity for Famila.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Niedersachsen | 696,018 | 2.53× |
| Bayern | 572,613 | 1.26× |
| Nordrhein-Westfalen | 561,393 | 0.91× |
| Hessen | 554,440 | 2.57× |
| Baden-Württemberg | 453,833 | 1.18× |
| Berlin | 171,277 | 1.35× |
| Rheinland-Pfalz | 149,142 | 1.05× |
| Sachsen | 127,176 | 0.92× |
| Brandenburg | 66,342 | 0.76× |
| Schleswig-Holstein | 60,265 | 0.59× |
| Hamburg | 59,896 | 0.94× |
| Sachsen-Anhalt | 39,004 | 0.53× |
| Thüringen | 32,560 | 0.45× |
| Saarland | 30,967 | 0.89× |
| Mecklenburg-Vorpommern | 20,636 | 0.38× |
| Bremen | 18,776 | 0.78× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Famila | 12.36× | Shopping |
| Netto Marken-Discount | 3.69× | Shopping |
| Grocery store | 7.41× | Food & Beverages |
| Kaufland | 3.56× | Shopping |
| Online grocer | 10.21× | Shopping |
| REWE | 2.5× | Shopping |
| Bauhaus | 2.52× | Shopping |
| Deichmann | 2.8× | Shopping |
| Handelshof | 13.14× | Shopping |
| Extra (retail) | 23.61× | Shopping |
| Carrefour | 9.55× | Shopping |
| Business and industry | 1.51× | Business & Career |
| TK Maxx | 2.54× | Shopping |
| CHECK24 | 2.64× | Business & Career |
| Supermarket | 2.77× | Shopping |
| Globus Baumarkt | 2.34× | Shopping |
| Wetter.com | 2.36× | Home & Garden |
| Lidl | 2.04× | Shopping |
| Design | 1.61× | Home & Garden |
| Real (hypermarket) | 5.97× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 2.57 |
| Indulgence | JOY | 1.52 |
| Family Orientation | CONSERVATISM | 1.36 |
| DIY Mentality | THRILL | 1.24 |
| Sports Activity | POWER | 1.19 |
| Healthy Lifestyle | BALANCE | 1.18 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 12.5% |
| Brazil | 9.9% |
| France | 7.2% |
See Hypermarket audiences in other countries
More Shopping 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 Hypermarket have in Germany?
Hypermarket has an estimated audience of 2,829,096 people in Germany, concentrated in Niedersachsen and Bayern.
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.
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.
Where do Hypermarket fans live in Germany?
Hypermarket fans in Germany are most concentrated in Niedersachsen (reach 696,018), Bayern (reach 572,613), and Nordrhein-Westfalen (reach 561,393). These three regions account for the largest share of the active audience.
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.
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.