Kaufland Audience in Germany
Kaufland has an estimated audience of 17,499,106 people in Germany. 59.2% are female, 40.8% are male, average age 41.9. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Globus Baumarkt, Edeka, Aldi, Mix Markt, Aral AG.
The average Kaufland fan in Germany is 41.9 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Globus Baumarkt, Edeka, Aldi, with strongest over-indexing on Globus Baumarkt (3.55× the country average). Demographically, the Kaufland audience skews more female with an average age of 41.9, and over-indexes on personality traits such as Indulgence, Tradition. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Supermarket
Demographics of Kaufland fans
| Metric | Value |
|---|---|
| Female | 59.2% |
| Male | 40.8% |
| Average age | 41.9 |
| Estimated audience size | 17,499,106 |
Audience persona
The typical Kaufland fan in Germany is more female, around 41.9 years old, with strong Indulgence tendencies and a notable affinity for Globus Baumarkt.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 4,171,250 | 1.09× |
| Baden-Württemberg | 2,703,462 | 1.13× |
| Bayern | 2,437,799 | 0.87× |
| Niedersachsen | 1,564,924 | 0.92× |
| Sachsen | 1,062,529 | 1.24× |
| Hessen | 1,027,477 | 0.77× |
| Berlin | 932,237 | 1.19× |
| Rheinland-Pfalz | 802,809 | 0.92× |
| Brandenburg | 648,666 | 1.19× |
| Sachsen-Anhalt | 593,771 | 1.31× |
| Thüringen | 508,383 | 1.14× |
| Schleswig-Holstein | 428,237 | 0.68× |
| Hamburg | 341,887 | 0.86× |
| Mecklenburg-Vorpommern | 313,179 | 0.94× |
| Saarland | 193,283 | 0.9× |
| Bremen | 126,829 | 0.85× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Globus Baumarkt | 3.55× | Shopping |
| Edeka | 2.75× | Shopping |
| Aldi | 2.61× | Shopping |
| Mix Markt | 3.25× | Shopping |
| Aral AG | 2.6× | Cars & Mobility |
| Lidl | 2.26× | Shopping |
| Vodafone | 2.76× | Technology & Electronics |
| REWE | 2.17× | Shopping |
| Amazon.com | 2.15× | Shopping |
| Sparkasse | 2.69× | Business & Career |
| Bild | 1.87× | News |
| Rossmann | 2.38× | Shopping |
| Obi (store) | 1.97× | Shopping |
| Mobile app | 2.04× | Technology & Electronics |
| Deichmann | 2.34× | Shopping |
| EBay | 2× | Shopping |
| Europe | 1.73× | Travel & Leisure |
| Burger King | 2.27× | Food & Beverages |
| Deutsche Bahn | 1.97× | Cars & Mobility |
| Discount stores | 1.64× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.19 |
| Tradition | CONSERVATISM | 1.13 |
| Price Sensitivity | PREMIUM | 1.09 |
| Healthy Lifestyle | BALANCE | 1.07 |
| Family Orientation | CONSERVATISM | 1.07 |
| Pet Ownership | JOY | 1.03 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 40.5% |
| Poland | 15.8% |
| Romania | 12.5% |
See Kaufland audiences in other countries
More Supermarket audiences in Germany
- Lidl (19,126,505)
- REWE (18,725,823)
- Aldi (18,235,604)
- Edeka (18,145,836)
- Netto Marken-Discount (17,324,905)
Frequently asked questions
How many fans does Kaufland have in Germany?
Kaufland has an estimated audience of 17,499,106 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Kaufland fans?
59.2% of Kaufland fans are female, 40.8% are male, with an average age of 41.9 years.
Which brands do Kaufland fans like most?
Kaufland fans show strongest brand affinity for Globus Baumarkt (3.55×), Edeka (2.75×), and Aldi (2.61×) over the country average.
Where do Kaufland fans live in Germany?
Kaufland fans in Germany are most concentrated in Nordrhein-Westfalen (reach 4,171,250), Baden-Württemberg (reach 2,703,462), and Bayern (reach 2,437,799). These three regions account for the largest share of the active audience.
What other brands do Kaufland fans also like?
Beyond Kaufland itself, the audience over-indexes on Edeka (2.75×), Aldi (2.61×), Mix Markt (3.25×), and Aral AG (2.6×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Kaufland. 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.