Norma Audience in Germany
Norma has an estimated audience of 1,777,613 people in Germany. 57.8% are female, 42.2% are male, average age 43.1. Top regions: Bayern, Baden-Württemberg, Nordrhein-Westfalen. Top brand affinities: Netto Marken-Discount, Woolworths, JACK & JONES, Kippah, Esselunga.
The average Norma fan in Germany is 43.1 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, JACK & JONES, with strongest over-indexing on Netto Marken-Discount (13.1× the country average). Demographically, the Norma audience skews more female with an average age of 43.1, and over-indexes on personality traits such as Pet Ownership, Sports Activity. 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 Norma fans
| Metric | Value |
|---|---|
| Female | 57.8% |
| Male | 42.2% |
| Average age | 43.1 |
| Estimated audience size | 1,777,613 |
Audience persona
The typical Norma fan in Germany is more female, around 43.1 years old, with strong Pet Ownership tendencies and a notable affinity for Netto Marken-Discount.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 716,304 | 1.75× |
| Baden-Württemberg | 419,588 | 1.21× |
| Nordrhein-Westfalen | 325,053 | 0.58× |
| Sachsen | 167,659 | 1.35× |
| Rheinland-Pfalz | 159,459 | 1.25× |
| Hessen | 144,784 | 0.75× |
| Brandenburg | 128,639 | 1.63× |
| Thüringen | 108,025 | 1.67× |
| Sachsen-Anhalt | 105,507 | 1.6× |
| Berlin | 87,683 | 0.77× |
| Niedersachsen | 75,538 | 0.31× |
| Mecklenburg-Vorpommern | 74,129 | 1.53× |
| Schleswig-Holstein | 35,812 | 0.39× |
| Saarland | 26,197 | 0.84× |
| Hamburg | 14,462 | 0.25× |
| Bremen | 3,751 | 0.17× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Netto Marken-Discount | 13.1× | Shopping |
| Woolworths | 12.85× | Shopping |
| JACK & JONES | 39.46× | Fashion & Accessoires |
| Kippah | 19.02× | Fashion & Accessoires |
| Esselunga | 27.65× | Shopping |
| Spar (retailer) | 8.25× | Shopping |
| Western Union | 4.18× | Business & Career |
| JYSK | 3.32× | Home & Garden |
| Bauhaus | 2.27× | Shopping |
| Tagesschau | 1.84× | Movies & TV |
| Edeka | 2.08× | Shopping |
| Rossmann | 2.32× | Shopping |
| REWE | 2.01× | Shopping |
| Catering | 4.1× | Food & Beverages |
| Lidl | 1.89× | Shopping |
| Conad | 25.84× | Shopping |
| Focus | 3.05× | News |
| Ryanair | 2.17× | Travel & Leisure |
| Aldi | 1.74× | Shopping |
| Sports betting | 5.16× | Games |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Pet Ownership | JOY | 1.31 |
| Sports Activity | POWER | 1.29 |
| Family Orientation | CONSERVATISM | 1.26 |
| Indulgence | JOY | 1.23 |
| Sustainability | BALANCE | 1.22 |
| Price Sensitivity | PREMIUM | 1.22 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 64.3% |
| France | 4.5% |
| United States | 3.4% |
See Norma audiences in other countries
More Supermarket audiences in Germany
Frequently asked questions
How many fans does Norma have in Germany?
Norma has an estimated audience of 1,777,613 people in Germany, concentrated in Bayern and Baden-Württemberg.
What is the gender split and age of Norma fans?
57.8% of Norma fans are female, 42.2% are male, with an average age of 43.1 years.
Which brands do Norma fans like most?
Norma fans show strongest brand affinity for Netto Marken-Discount (13.1×), Woolworths (12.85×), and JACK & JONES (39.46×) over the country average.
Where do Norma fans live in Germany?
Norma fans in Germany are most concentrated in Bayern (reach 716,304), Baden-Württemberg (reach 419,588), and Nordrhein-Westfalen (reach 325,053). 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 (12.85×), JACK & JONES (39.46×), Kippah (19.02×), and Esselunga (27.65×) compared to the Germany average.
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.