REWE Target Market in Germany
A data profile of the people who buy, follow and care about REWE in Germany — modelled from more than twelve digital signal sources. REWE has an estimated audience of 18,725,822 people in Germany.
The average REWE fan in Germany is 43.8 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Netto Marken-Discount, CHECK24, Penny, with strongest over-indexing on Netto Marken-Discount (2.62× the country average).
Demographically, the REWE audience skews more female with an average age of 43.8, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical REWE fan in Germany is more female, around 43.8 years old, with strong DIY Mentality tendencies and a notable affinity for Netto Marken-Discount.
At a glance
The key figures that characterise the REWE profile in Germany.
Search interest · 12-month trend
Customer demographics of REWE
57.3% are female, 42.7% are male, average age 43.8.
Gender split
| Metric | Value |
|---|---|
| Female | 57.3% |
| Male | 42.7% |
| Average age | 43.8 |
| Estimated audience size | 18,725,822 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 15% | |
| 30-39 | 21% | |
| 40-49 | 28% | |
| 50+ | 27% |
Worldwide distribution
of the worldwide REWE audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 82.9% |
| Romania | 2.1% |
| Netherlands | 1.6% |
Geography
Where the REWE audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~1.5M | 1.67× | |
| 02 | Bremen | ~200K | 1.45× | |
| 03 | Hessen | ~2M | 1.25× | |
| 04 | Schleswig-Holstein | ~800K | 1.18× | |
| 05 | Hamburg | ~500K | 1.18× | |
| 06 | Brandenburg | ~600K | 1.02× | |
| 07 | Nordrhein-Westfalen | ~4M | 0.97× | |
| 08 | Mecklenburg-Vorpommern | ~300K | 0.95× | |
| 09 | Rheinland-Pfalz | ~900K | 0.91× | |
| 10 | Thüringen | ~400K | 0.90× | |
| 11 | Bayern | ~2.5M | 0.85× | |
| 12 | Niedersachsen | ~1.5M | 0.85× | |
| 13 | Baden-Württemberg | ~2M | 0.84× | |
| 14 | Sachsen | ~700K | 0.78× | |
| 15 | Sachsen-Anhalt | ~300K | 0.66× | |
| 16 | Saarland | ~100K | 0.55× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the REWE audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sonnenklar.TV | Travel & Leisure | 3.62× | ||
| 02 | Penny | Shopping | 2.82× | ||
| 03 | CHECK24 | Business & Career | 2.66× | ||
| 04 | Netto Marken-Discount | Shopping | 2.62× | ||
| 05 | Fielmann | Health | 2.15× | ||
| 06 | Deichmann | Shopping | 2.13× | ||
| 07 | FRITZ!Box | Technology & Electronics | 2.12× | ||
| 08 | Sparkasse | Business & Career | 2.04× | ||
| 09 | Lieferando.de | Food & Beverages | 1.89× | ||
| 10 | Kaufland | Shopping | 1.84× | ||
| 11 | Aldi | Shopping | 1.83× | ||
| 12 | Lidl | Shopping | 1.82× | ||
| 13 | Commerzbank | Business & Career | 1.80× | ||
| 14 | TK Maxx | Shopping | 1.80× | ||
| 15 | ImmoScout24 | Home & Garden | 1.74× | ||
| 16 | Rossmann | Shopping | 1.71× | ||
| 17 | Obi (store) | Shopping | 1.62× | ||
| 18 | Edeka | Shopping | 1.60× | ||
| 19 | EBay | Shopping | 1.58× | ||
| 20 | IKEA | Home & Garden | 1.57× |
Personality of the REWE 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 |
|---|---|---|---|
| DIY Mentality | THRILL | 1.27× | |
| Quality Awareness | PREMIUM | 1.26× | |
| Indulgence | JOY | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.68× | |
| Mindfulness | BALANCE | 0.70× | |
| Individualism | JOY | 0.70× |
Frequently asked questions
Who is REWE's target market in Germany?
REWE's target market in Germany covers an estimated 18,725,822 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of REWE customers?
57.3% of the REWE audience are female, 42.7% are male, with an average age of 43.8 years.
Which brands do REWE fans like most?
REWE fans show strongest brand affinity for Netto Marken-Discount (2.62×), CHECK24 (2.66×), and Penny (2.82×) over the country average.
Where do REWE fans live in Germany?
REWE fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~4M), Bayern (reach ~2.5M), and Baden-Württemberg (reach ~2M). These three regions account for the largest share of the active audience.
What other brands do REWE fans also like?
Beyond REWE itself, the audience over-indexes on CHECK24 (2.66×), Penny (2.82×), Lidl (1.82×), and Aldi (1.83×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Supermarket audiences in Germany
- Lidl (19,126,505)
- Aldi (18,235,604)
- Edeka (18,145,836)
- Kaufland (17,499,107)
- Netto Marken-Discount (17,324,905)
Related rankings
See REWE audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for REWE. 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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