Penny Target Market in Germany
A data profile of the people who buy, follow and care about Penny in Germany — modelled from more than twelve digital signal sources. Penny has an estimated audience of 9,269,119 people in Germany.
The average Penny fan in Germany is 40.6 years old, balanced, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern.
Top brand affinities include Netto Marken-Discount, REWE, Aldi, with strongest over-indexing on Netto Marken-Discount (3.08× the country average).
Demographically, the Penny audience skews balanced with an average age of 40.6, and over-indexes on personality traits such as Price Sensitivity, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Penny fan in Germany is balanced, around 40.6 years old, with strong Price Sensitivity tendencies and a notable affinity for Netto Marken-Discount.
At a glance
The key figures that characterise the Penny profile in Germany.
Search interest · 12-month trend
Customer demographics of Penny
53.0% are female, 47.0% are male, average age 40.6.
Gender split
| Metric | Value |
|---|---|
| Female | 53.0% |
| Male | 47.0% |
| Average age | 40.6 |
| Estimated audience size | 9,269,119 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 24% | |
| 50+ | 21% |
Worldwide distribution
of the worldwide Penny audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 74.1% |
| Italy | 5.4% |
| Austria | 3.3% |
Geography
Where the Penny audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hamburg | ~400K | 1.84× | |
| 02 | Bremen | ~100K | 1.28× | |
| 03 | Schleswig-Holstein | ~400K | 1.26× | |
| 04 | Baden-Württemberg | ~1.5M | 1.13× | |
| 05 | Mecklenburg-Vorpommern | ~200K | 1.11× | |
| 06 | Berlin | ~400K | 1.02× | |
| 07 | Nordrhein-Westfalen | ~2M | 1.00× | |
| 08 | Rheinland-Pfalz | ~500K | 1.00× | |
| 09 | Niedersachsen | ~800K | 0.97× | |
| 10 | Sachsen | ~400K | 0.95× | |
| 11 | Sachsen-Anhalt | ~200K | 0.95× | |
| 12 | Hessen | ~600K | 0.93× | |
| 13 | Brandenburg | ~200K | 0.81× | |
| 14 | Bayern | ~1M | 0.77× | |
| 15 | Thüringen | ~100K | 0.55× | |
| 16 | Saarland | ~50K | 0.46× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Penny audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bedroom furniture | Home & Garden | 4.47× | ||
| 02 | Woolworths | Shopping | 3.15× | ||
| 03 | Netto Marken-Discount | Shopping | 3.08× | ||
| 04 | Esso | Cars & Mobility | 2.83× | ||
| 05 | REWE | Shopping | 2.82× | ||
| 06 | Western Union | Business & Career | 2.62× | ||
| 07 | Aldi | Shopping | 2.39× | ||
| 08 | Vacations | Travel & Leisure | 2.29× | ||
| 09 | Nature | Home & Garden | 2.28× | ||
| 10 | Biology | Health | 2.12× | ||
| 11 | Kaufland | Shopping | 1.98× | ||
| 12 | Technology & Electronics | 1.97× | |||
| 13 | Family | Kids & Family | 1.95× | ||
| 14 | Volunteering | Politics & Society | 1.89× | ||
| 15 | Lodging | Travel & Leisure | 1.89× | ||
| 16 | Düsseldorf | Travel & Leisure | 1.65× | ||
| 17 | Supermarket | Shopping | 1.56× | ||
| 18 | Desserts | Food & Beverages | 1.56× | ||
| 19 | Tattoos | Fashion & Accessoires | 1.53× | ||
| 20 | German language | Politics & Society | 1.51× |
Personality of the Penny 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 |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.35× | |
| Indulgence | JOY | 1.26× | |
| Need for Security | CONSERVATISM | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.84× | |
| Pet Ownership | JOY | 0.86× | |
| Sports Activity | POWER | 0.86× |
Frequently asked questions
Who is Penny's target market in Germany?
Penny's target market in Germany covers an estimated 9,269,119 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Penny customers?
53.0% of the Penny audience are female, 47.0% are male, with an average age of 40.6 years.
Which brands do Penny fans like most?
Penny fans show strongest brand affinity for Netto Marken-Discount (3.08×), REWE (2.82×), and Aldi (2.39×) over the country average.
Where do Penny fans live in Germany?
Penny fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2M), Baden-Württemberg (reach ~1.5M), and Bayern (reach ~1M). These three regions account for the largest share of the active audience.
What other brands do Penny fans also like?
Beyond Penny itself, the audience over-indexes on REWE (2.82×), Aldi (2.39×), Nature (2.28×), and Family (1.95×) 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 Penny audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Penny. 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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