Norma Target Market in Germany
A data profile of the people who buy, follow and care about Norma in Germany — modelled from more than twelve digital signal sources. Norma has an estimated audience of 2,294,039 people in Germany.
The average Norma fan in Germany is 41.6 years old, more female, and lives primarily in Bayern.
The audience is concentrated in Bayern, Baden-Württemberg, Nordrhein-Westfalen.
Top brand affinities include Netto Marken-Discount, Woolworths, Kippah, with strongest over-indexing on Netto Marken-Discount (13.31× the country average).
Demographically, the Norma audience skews more female with an average age of 41.6, 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 Norma fan in Germany is more female, around 41.6 years old, with strong Need for Security tendencies and a notable affinity for Netto Marken-Discount.
At a glance
The key figures that characterise the Norma profile in Germany.
Search interest · 12-month trend
Customer demographics of Norma
57.4% are female, 42.6% are male, average age 41.6.
Gender split
| Metric | Value |
|---|---|
| Female | 57.4% |
| Male | 42.6% |
| Average age | 41.6 |
| Estimated audience size | 2,294,039 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 24% | |
| 40-49 | 25% | |
| 50+ | 21% |
Worldwide distribution
of the worldwide Norma audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 68.5% |
| France | 3.6% |
| United States | 2.8% |
Geography
Where the Norma audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bayern | ~600K | 1.73× | |
| 02 | Brandenburg | ~100K | 1.67× | |
| 03 | Thüringen | ~90K | 1.67× | |
| 04 | Sachsen-Anhalt | ~90K | 1.60× | |
| 05 | Mecklenburg-Vorpommern | ~60K | 1.55× | |
| 06 | Sachsen | ~100K | 1.30× | |
| 07 | Rheinland-Pfalz | ~100K | 1.29× | |
| 08 | Baden-Württemberg | ~400K | 1.27× | |
| 09 | Saarland | ~20K | 0.87× | |
| 10 | Berlin | ~70K | 0.77× | |
| 11 | Hessen | ~100K | 0.73× | |
| 12 | Nordrhein-Westfalen | ~300K | 0.56× | |
| 13 | Schleswig-Holstein | ~30K | 0.39× | |
| 14 | Niedersachsen | ~60K | 0.30× | |
| 15 | Hamburg | ~10K | 0.25× | |
| 16 | Bremen | ~3K | 0.17× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Norma audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Esselunga | Shopping | 30.42× | ||
| 02 | Conad | Shopping | 26.70× | ||
| 03 | Kippah | Fashion & Accessoires | 20.61× | ||
| 04 | Netto Marken-Discount | Shopping | 13.31× | ||
| 05 | Woolworths | Shopping | 13.11× | ||
| 06 | JYSK | Home & Garden | 3.93× | ||
| 07 | Solidarity | Politics & Society | 3.93× | ||
| 08 | Esso | Cars & Mobility | 3.20× | ||
| 09 | Payback | Shopping | 3.17× | ||
| 10 | Focus | News | 2.95× | ||
| 11 | REWE | Shopping | 2.35× | ||
| 12 | Supermarket | Shopping | 2.27× | ||
| 13 | Aldi | Shopping | 2.21× | ||
| 14 | Edeka | Shopping | 1.99× | ||
| 15 | Ryanair | Travel & Leisure | 1.90× | ||
| 16 | Burger King | Food & Beverages | 1.85× | ||
| 17 | Rossmann | Shopping | 1.81× | ||
| 18 | Hornbach | Shopping | 1.77× | ||
| 19 | Kaufland | Shopping | 1.75× | ||
| 20 | Lidl | Shopping | 1.60× |
Personality of the Norma 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 |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.49× | |
| Indulgence | JOY | 1.30× | |
| Convenience Orientation | PREMIUM | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.72× | |
| Risk Appetite | THRILL | 0.81× | |
| Sustainability | BALANCE | 0.91× |
Frequently asked questions
Who is Norma's target market in Germany?
Norma's target market in Germany covers an estimated 2,294,039 people, concentrated in Bayern and Baden-Württemberg.
What is the gender split and age of Norma customers?
57.4% of the Norma audience are female, 42.6% are male, with an average age of 41.6 years.
Which brands do Norma fans like most?
Norma fans show strongest brand affinity for Netto Marken-Discount (13.31×), Woolworths (13.11×), and Kippah (20.61×) over the country average.
Where do Norma fans live in Germany?
Norma fans in Germany are most concentrated in Bayern (reach ~600K), Baden-Württemberg (reach ~400K), and Nordrhein-Westfalen (reach ~300K). These three regions account for the largest share of the active audience.
What other brands do Norma fans also like?
Beyond Norma itself, the audience over-indexes on Woolworths (13.11×), Kippah (20.61×), Esselunga (30.42×), and JYSK (3.93×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Supermarket audiences in Germany
Related rankings
See Norma audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Norma. 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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