Migros Audience in Germany
Migros has an estimated audience of 683,579 people in Germany. 50.3% are female, 49.7% are male, average age 38.3. Top regions: Baden-Württemberg, Nordrhein-Westfalen, Bayern. Top brand affinities: Galatasaray S.K., Pull&Bear, Etstur, Yemeksepeti, Fenerbahçe S.K..
The average Migros fan in Germany is 38.3 years old, balanced, and lives primarily in Baden-Württemberg. The audience is concentrated in Baden-Württemberg, Nordrhein-Westfalen, Bayern. Top brand affinities include Galatasaray S.K., Pull&Bear, Etstur, with strongest over-indexing on Galatasaray S.K. (13.43× the country average). Demographically, the Migros audience skews balanced with an average age of 38.3, and over-indexes on personality traits such as Healthy Lifestyle, Convenience Orientation. 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 Migros fans
| Metric | Value |
|---|---|
| Female | 50.3% |
| Male | 49.7% |
| Average age | 38.3 |
| Estimated audience size | 683,579 |
Audience persona
The typical Migros fan in Germany is balanced, around 38.3 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Galatasaray S.K..
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Baden-Württemberg | 385,012 | 3.58× |
| Nordrhein-Westfalen | 172,108 | 1× |
| Bayern | 141,508 | 1.12× |
| Hessen | 120,365 | 2× |
| Niedersachsen | 49,872 | 0.65× |
| Berlin | 43,967 | 1.25× |
| Rheinland-Pfalz | 33,105 | 0.84× |
| Sachsen | 20,706 | 0.53× |
| Hamburg | 17,846 | 1× |
| Schleswig-Holstein | 17,356 | 0.61× |
| Thüringen | 13,273 | 0.66× |
| Brandenburg | 13,068 | 0.53× |
| Sachsen-Anhalt | 9,482 | 0.46× |
| Mecklenburg-Vorpommern | 6,302 | 0.42× |
| Bremen | 5,608 | 0.83× |
| Saarland | 5,049 | 0.52× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Galatasaray S.K. | 13.43× | Sports |
| Pull&Bear | 22.46× | Fashion & Accessoires |
| Etstur | 37.92× | Travel & Leisure |
| Yemeksepeti | 60.55× | Shopping |
| Fenerbahçe S.K. | 14.05× | Sports |
| Beşiktaş J.K. | 13.18× | Sports |
| D&R | 23.29× | Technology & Electronics |
| Fanatik | 14.92× | News |
| Trabzonspor | 13.92× | Sports |
| Soap opera | 12.48× | Movies & TV |
| Süper Lig | 14.47× | Sports |
| Ipekyol | 27.82× | Shopping |
| English Home | 31.37× | Shopping |
| Cumhuriyet | 14.34× | News |
| Kanal D | 15.2× | Movies & TV |
| Habertürk | 14.22× | News |
| Gratis | 18.84× | Shopping |
| Genta Ismajli | 156.1× | Music & Radio |
| ServiceNow | 33.52× | Technology & Electronics |
| TRT 1 | 14.28× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Healthy Lifestyle | BALANCE | 1.59 |
| Convenience Orientation | PREMIUM | 1.49 |
| DIY Mentality | THRILL | 1.34 |
| Quality Awareness | PREMIUM | 1.33 |
| Individualism | JOY | 1.29 |
| Sustainability | BALANCE | 1.28 |
Worldwide distribution
| Country | Share |
|---|---|
| Switzerland | 16.2% |
| Germany | 2.4% |
| United States | 1.6% |
See Migros audiences in other countries
More Supermarket audiences in Germany
Frequently asked questions
How many fans does Migros have in Germany?
Migros has an estimated audience of 683,579 people in Germany, concentrated in Baden-Württemberg and Nordrhein-Westfalen.
What is the gender split and age of Migros fans?
50.3% of Migros fans are female, 49.7% are male, with an average age of 38.3 years.
Which brands do Migros fans like most?
Migros fans show strongest brand affinity for Galatasaray S.K. (13.43×), Pull&Bear (22.46×), and Etstur (37.92×) over the country average.
Where do Migros fans live in Germany?
Migros fans in Germany are most concentrated in Baden-Württemberg (reach 385,012), Nordrhein-Westfalen (reach 172,108), and Bayern (reach 141,508). These three regions account for the largest share of the active audience.
What other brands do Migros fans also like?
Beyond Migros itself, the audience over-indexes on Pull&Bear (22.46×), Etstur (37.92×), Yemeksepeti (60.55×), and Fenerbahçe S.K. (14.05×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Migros. 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.