Online grocer Audience in Germany
A data profile of the people who buy, follow and care about Online grocer in Germany — modelled from more than twelve digital signal sources. Online grocer has an estimated audience of 1,794,639 people in Germany.
The average Online grocer fan in Germany is 34.8 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Vehicle insurance, Kitchen knife, Travel insurance, with strongest over-indexing on Vehicle insurance (15.04× the country average).
Demographically, the Online grocer audience skews more female with an average age of 34.8, and over-indexes on personality traits such as Travelling, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Online grocer fan in Germany is more female, around 34.8 years old, with strong Travelling tendencies and a notable affinity for Vehicle insurance.
At a glance
The key figures that characterise the Online grocer profile in Germany.
Search interest · 12-month trend
Demographics of Online grocer fans
62.1% are female, 37.9% are male, average age 34.8.
Gender split
| Metric | Value |
|---|---|
| Female | 62.1% |
| Male | 37.9% |
| Average age | 34.8 |
| Estimated audience size | 1,794,639 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 34% | |
| 20-29 | 19% | |
| 30-39 | 17% | |
| 40-49 | 16% | |
| 50+ | 15% |
Worldwide distribution
of the worldwide Online grocer audience comes from Germany.
| Country | Share |
|---|---|
| United States | 25.6% |
| Japan | 12.3% |
| India | 8.7% |
Geography
Where the Online grocer audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Nordrhein-Westfalen | ~500K | 1.23× | |
| 02 | Berlin | ~90K | 1.15× | |
| 03 | Niedersachsen | ~200K | 1.14× | |
| 04 | Bayern | ~300K | 1.11× | |
| 05 | Rheinland-Pfalz | ~100K | 1.11× | |
| 06 | Brandenburg | ~60K | 1.09× | |
| 07 | Schleswig-Holstein | ~70K | 1.07× | |
| 08 | Baden-Württemberg | ~300K | 1.05× | |
| 09 | Bremen | ~20K | 1.03× | |
| 10 | Sachsen-Anhalt | ~50K | 1.00× | |
| 11 | Thüringen | ~40K | 0.97× | |
| 12 | Hamburg | ~40K | 0.94× | |
| 13 | Saarland | ~20K | 0.94× | |
| 14 | Hessen | ~100K | 0.93× | |
| 15 | Mecklenburg-Vorpommern | ~30K | 0.91× | |
| 16 | Sachsen | ~70K | 0.77× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Online grocer audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Prepackaged meal | Food & Beverages | 20.31× | ||
| 02 | Travel insurance | Travel & Leisure | 20.00× | ||
| 03 | Zurich Insurance Group | Business & Career | 20.00× | ||
| 04 | Kitchen knife | Home & Garden | 17.27× | ||
| 05 | Mercadona | Shopping | 15.32× | ||
| 06 | Vehicle insurance | Cars & Mobility | 15.04× | ||
| 07 | Cutting board | Home & Garden | 13.19× | ||
| 08 | Serena Williams | Sports | 11.09× | ||
| 09 | Frozen food | Food & Beverages | 10.46× | ||
| 10 | Online food ordering | Food & Beverages | 10.28× | ||
| 11 | Hypermarket | Shopping | 10.21× | ||
| 12 | Health insurance | Business & Career | 9.98× | ||
| 13 | Laundry detergent | Home & Garden | 9.07× | ||
| 14 | Asian cuisine | Food & Beverages | 8.97× | ||
| 15 | The Championships, Wimbledon | Sports | 8.40× | ||
| 16 | Life insurance | Business & Career | 7.61× | ||
| 17 | Ornamental plant | Home & Garden | 7.24× | ||
| 18 | Turkish Airlines | Travel & Leisure | 6.83× | ||
| 19 | Calzedonia | Fashion & Accessoires | 5.16× | ||
| 20 | Supermarket | Shopping | 2.92× |
Personality of the Online grocer 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 |
|---|---|---|---|
| Travelling | THRILL | 2.84× | |
| Indulgence | JOY | 1.83× | |
| Quality Awareness | PREMIUM | 1.79× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.92× | |
| Creativity | OPEN | 0.97× | |
| Patriotism | CONSERVATISM | 0.98× |
Frequently asked questions
How many fans does Online grocer have in Germany?
Online grocer has an estimated audience of 1,794,639 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Online grocer fans?
62.1% of Online grocer fans are female, 37.9% are male, with an average age of 34.8 years.
Which brands do Online grocer fans like most?
Online grocer fans show strongest brand affinity for Vehicle insurance (15.04×), Kitchen knife (17.27×), and Travel insurance (20×) over the country average.
Where do Online grocer fans live in Germany?
Online grocer fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.
What other brands do Online grocer fans also like?
Beyond Online grocer itself, the audience over-indexes on Kitchen knife (17.27×), Travel insurance (20×), Ornamental plant (7.24×), and Hypermarket (10.21×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Shopping audiences in Germany
- Boutiques (11,567,591)
- Parties (11,488,089)
- Beauty salons (11,178,494)
- Shopping malls (11,108,935)
- Supermarket (10,969,874)
See Online grocer audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Online grocer. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.