Rascasse Audience Intelligence

Marktkauf Target Market in Germany

A data profile of the people who buy, follow and care about Marktkauf in Germany — modelled from more than twelve digital signal sources. Marktkauf has an estimated audience of 3,326,041 people in Germany.

#225among Brand in Germany#91in Food & Beverages

The average Marktkauf fan in Germany is 42.2 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Niedersachsen, Baden-Württemberg.

Top brand affinities include Netto Marken-Discount, Kaufland, REWE, with strongest over-indexing on Netto Marken-Discount (3.71× the country average).

Demographically, the Marktkauf audience skews more female with an average age of 42.2, and over-indexes on personality traits such as Need for Security, Indulgence.

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

The typical Marktkauf fan in Germany is more female, around 42.2 years old, with strong Need for Security tendencies and a notable affinity for Netto Marken-Discount.

Category: Food & Beverages · Type: Brand

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 Marktkauf profile in Germany.

Audience size
3.3M
in Germany
Gender
58.8%♀
41.2% male
Age
42.2
average years
Country rank
#1864
Brand in Germany
Fig. 01

Search interest · 12-month trend

-22%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Marktkauf

58.8% are female, 41.2% are male, average age 42.2.

Fig. 02

Gender split

58.8%
Female
41.2%
Male
Demographic split for Marktkauf audience in Germany
MetricValue
Female58.8%
Male41.2%
Average age42.2
Estimated audience size3,326,041
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Marktkauf audience in Germany
Age bracketShare%
16-1911%
20-2917%
30-3923%
40-4927%
50+22%
Fig. 04

Worldwide distribution

91.8%

of the worldwide Marktkauf audience comes from Germany.

Worldwide audience distribution share by country for Marktkauf
CountryShare
Germany91.8%
Switzerland3.9%
Netherlands1.8%
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 Marktkauf audience in Germany is strongest.

Fig. 05

Top regions by affinity

Marktkauf customers by region in Germany
#RegionReachAffinity×
01Bremen~80K2.70×
02Niedersachsen~700K2.15×
03Nordrhein-Westfalen~1.5M2.13×
04Brandenburg~200K1.58×
05Baden-Württemberg~500K1.01×
06Thüringen~80K0.97×
07Sachsen~100K0.88×
08Mecklenburg-Vorpommern~50K0.84×
09Sachsen-Anhalt~70K0.81×
10Hamburg~60K0.74×
11Schleswig-Holstein~70K0.60×
12Bayern~300K0.49×
13Berlin~60K0.38×
14Rheinland-Pfalz~60K0.33×
15Hessen~80K0.32×
16Saarland~10K0.24×
Fig. 06

Affinity by region

Affinity by region — Marktkauf, Germany
0.24×1.00×2.70×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Marktkauf audience
#·InterestCategoryAffinity×
01Western UnionBusiness & Career4.41×
02WoolworthsShopping4.27×
03Netto Marken-DiscountShopping3.71×
04KauflandShopping3.47×
05REWEShopping2.95×
06EssoCars & Mobility2.94×
07SatireLiterature2.85×
08SupermarketShopping2.31×
09EdekaShopping2.25×
10VolunteeringPolitics & Society2.25×
11RTL TelevisionMovies & TV2.15×
12NatureHome & Garden2.12×
13VacationsTravel & Leisure1.97×
14DessertsFood & Beverages1.93×
15AldiShopping1.89×
16TattoosFashion & Accessoires1.84×
17TagesschauMovies & TV1.82×
18FamilyKids & Family1.78×
19DeichmannShopping1.63×
20LidlShopping1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Marktkauf 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 Marktkauf audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.42×
IndulgenceJOY1.34×
Convenience OrientationPREMIUM1.19×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Marktkauf audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.74×
Sports ActivityPOWER0.76×
Design AffinityPREMIUM0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Marktkauf's target market in Germany?

Marktkauf's target market in Germany covers an estimated 3,326,041 people, concentrated in Nordrhein-Westfalen and Niedersachsen.

02

What is the gender split and age of Marktkauf customers?

58.8% of the Marktkauf audience are female, 41.2% are male, with an average age of 42.2 years.

03

Which brands do Marktkauf fans like most?

Marktkauf fans show strongest brand affinity for Netto Marken-Discount (3.71×), Kaufland (3.47×), and REWE (2.95×) over the country average.

04

Where do Marktkauf fans live in Germany?

Marktkauf fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Niedersachsen (reach ~700K), and Baden-Württemberg (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Marktkauf fans also like?

Beyond Marktkauf itself, the audience over-indexes on Kaufland (3.47×), REWE (2.95×), Woolworths (4.27×), and Western Union (4.41×) compared to the Germany average.

Appendix

Explore more audiences

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

More Food & Beverages audiences in Germany

See Marktkauf audiences in other countries

How to read this data

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