Kaufland Target Market in Germany
A data profile of the people who buy, follow and care about Kaufland in Germany — modelled from more than twelve digital signal sources. Kaufland has an estimated audience of 17,499,106 people in Germany.
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 Edeka, Aldi, Mix Markt, with strongest over-indexing on Edeka (2.75× 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 DIY Mentality, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Kaufland fan in Germany is more female, around 41.9 years old, with strong DIY Mentality tendencies and a notable affinity for Edeka.
At a glance
The key figures that characterise the Kaufland profile in Germany.
Search interest · 12-month trend
Customer demographics of Kaufland
59.2% are female, 40.8% are male, average age 41.9.
Gender split
| Metric | Value |
|---|---|
| Female | 59.2% |
| Male | 40.8% |
| Average age | 41.9 |
| Estimated audience size | 17,499,106 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 23% | |
| 40-49 | 27% | |
| 50+ | 22% |
Worldwide distribution
of the worldwide Kaufland audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 40.2% |
| Poland | 16.0% |
| Romania | 12.4% |
Geography
Where the Kaufland audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sachsen-Anhalt | ~600K | 1.32× | |
| 02 | Sachsen | ~1M | 1.24× | |
| 03 | Brandenburg | ~700K | 1.21× | |
| 04 | Berlin | ~900K | 1.20× | |
| 05 | Thüringen | ~500K | 1.16× | |
| 06 | Baden-Württemberg | ~2.5M | 1.12× | |
| 07 | Nordrhein-Westfalen | ~4M | 1.06× | |
| 08 | Mecklenburg-Vorpommern | ~300K | 0.95× | |
| 09 | Niedersachsen | ~1.5M | 0.92× | |
| 10 | Saarland | ~200K | 0.92× | |
| 11 | Rheinland-Pfalz | ~800K | 0.91× | |
| 12 | Bremen | ~100K | 0.89× | |
| 13 | Bayern | ~2.5M | 0.87× | |
| 14 | Hamburg | ~300K | 0.83× | |
| 15 | Hessen | ~1M | 0.74× | |
| 16 | Schleswig-Holstein | ~400K | 0.68× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Kaufland audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Globus Baumarkt | Shopping | 3.55× | ||
| 02 | Mix Markt | Shopping | 3.25× | ||
| 03 | Vodafone | Technology & Electronics | 2.76× | ||
| 04 | Edeka | Shopping | 2.75× | ||
| 05 | Sparkasse | Business & Career | 2.69× | ||
| 06 | Aldi | Shopping | 2.61× | ||
| 07 | Rossmann | Shopping | 2.38× | ||
| 08 | Deichmann | Shopping | 2.34× | ||
| 09 | Burger King | Food & Beverages | 2.27× | ||
| 10 | Lidl | Shopping | 2.26× | ||
| 11 | REWE | Shopping | 2.17× | ||
| 12 | Amazon.com | Shopping | 2.15× | ||
| 13 | TK Maxx | Shopping | 2.13× | ||
| 14 | Mobile app | Technology & Electronics | 2.04× | ||
| 15 | EBay | Shopping | 2.00× | ||
| 16 | Obi (store) | Shopping | 1.97× | ||
| 17 | Deutsche Bahn | Cars & Mobility | 1.97× | ||
| 18 | Bild | News | 1.87× | ||
| 19 | Europe | Travel & Leisure | 1.73× | ||
| 20 | Discount stores | Shopping | 1.64× |
Personality of the Kaufland audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.37× | |
| Social Media Usage | JOY | 1.26× | |
| Quality Awareness | PREMIUM | 1.25× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.34× | |
| Design Affinity | PREMIUM | 0.52× | |
| Individualism | JOY | 0.56× |
Frequently asked questions
Who is Kaufland's target market in Germany?
Kaufland's target market in Germany covers an estimated 17,499,106 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Kaufland customers?
59.2% of the Kaufland audience 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 Edeka (2.75×), Aldi (2.61×), and Mix Markt (3.25×) over the country average.
Where do Kaufland fans live in Germany?
Kaufland fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~4M), Baden-Württemberg (reach ~2.5M), and Bayern (reach ~2.5M). 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 Aldi (2.61×), Mix Markt (3.25×), Globus Baumarkt (3.55×), and Lidl (2.26×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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)
Related rankings
See Kaufland audiences in other countries
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.
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