Rascasse Audience Intelligence

Safeway Inc. Target Market in Germany

A data profile of the people who buy, follow and care about Safeway Inc. in Germany — modelled from more than twelve digital signal sources. Safeway Inc. has an estimated audience of 585,896 people in Germany.

#24among Supermarket in Germany#1352among Brand in Germany#290in Shopping

The average Safeway Inc. fan in Germany is 30.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Henry Cavill, Ornamental plant, Kevin Costner, with strongest over-indexing on Henry Cavill (15.02× the country average).

Demographically, the Safeway Inc. audience skews more female with an average age of 30.1, and over-indexes on personality traits such as Career Orientation, Indulgence.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Safeway Inc. fan in Germany is more female, around 30.1 years old, with strong Career Orientation tendencies and a notable affinity for Henry Cavill.

Category: Shopping · Type: Brand · Subtype: Supermarket

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Safeway Inc. profile in Germany.

Audience size
586K
in Germany
Gender
62.5%♀
37.5% male
Age
30.1
average years
Country rank
#10315
Brand in Germany
Fig. 01

Search interest · 12-month trend

-22%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Safeway Inc.

62.5% are female, 37.5% are male, average age 30.1.

Fig. 02

Gender split

62.5%
Female
37.5%
Male
Demographic split for Safeway Inc. audience in Germany
MetricValue
Female62.5%
Male37.5%
Average age30.1
Estimated audience size585,896
Fig. 03

Age distribution

Ø 30.1
average years
Age distribution of the Safeway Inc. audience in Germany
Age bracketShare%
16-1951%
20-2917%
30-3912%
40-4910%
50+11%
Fig. 04

Worldwide distribution

43.0%

of the worldwide Safeway Inc. audience comes from Germany.

Worldwide audience distribution share by country for Safeway Inc.
CountryShare
Germany43.0%
Jordan15.9%
China14.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Safeway Inc. audience in Germany is strongest.

Fig. 05

Top regions by affinity

Safeway Inc. customers by region in Germany
#RegionReachAffinity×
01Hessen~70K1.66×
02Berlin~30K1.23×
03Bayern~100K1.18×
04Rheinland-Pfalz~30K1.09×
05Baden-Württemberg~90K1.08×
06Hamburg~10K1.02×
07Thüringen~20K1.01×
08Nordrhein-Westfalen~100K1.00×
09Schleswig-Holstein~20K0.98×
10Bremen~5K0.98×
11Saarland~7K0.95×
12Brandenburg~20K0.92×
13Niedersachsen~50K0.91×
14Sachsen-Anhalt~10K0.86×
15Sachsen~20K0.81×
16Mecklenburg-Vorpommern~9K0.79×
Fig. 06

Affinity by region

Affinity by region — Safeway Inc., Germany
0.79×1.00×1.66×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Safeway Inc. audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Safeway Inc. audience
#·InterestCategoryAffinity×
01Vincent D'OnofrioMovies & TV18.45×
02Dennis RodmanSports18.45×
03Kevin CostnerMovies & TV15.90×
04Henry CavillMovies & TV15.02×
05KippahFashion & Accessoires14.69×
06Volkswagen ID.4Cars & Mobility11.24×
07Non-alcoholic beverageFood & Beverages9.14×
08Ornamental plantHome & Garden8.92×
09Spar (retailer)Shopping7.90×
10Jimmy KimmelMovies & TV7.49×
11HusqvarnaHome & Garden7.22×
12TelecommutingBusiness & Career6.78×
13Automotive lightingCars & Mobility6.52×
14George ClooneyMovies & TV6.33×
15Lawn mowerHome & Garden5.34×
16HouseplantHome & Garden4.15×
17SkyscannerTravel & Leisure3.63×
18Lindsey VonnSports3.33×
19RefrigeratorHome & Garden3.26×
20House musicMusic & Radio2.40×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Safeway Inc. audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Safeway Inc. audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.66×
IndulgenceJOY1.64×
Design AffinityPREMIUM1.60×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Safeway Inc. audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.67×
Pet OwnershipJOY0.69×
CreativityOPEN0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Safeway Inc.'s target market in Germany?

Safeway Inc.'s target market in Germany covers an estimated 585,896 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Safeway Inc. customers?

62.5% of the Safeway Inc. audience are female, 37.5% are male, with an average age of 30.1 years.

03

Which brands do Safeway Inc. fans like most?

Safeway Inc. fans show strongest brand affinity for Henry Cavill (15.02×), Ornamental plant (8.92×), and Kevin Costner (15.9×) over the country average.

04

Where do Safeway Inc. fans live in Germany?

Safeway Inc. fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~100K), and Baden-Württemberg (reach ~90K). These three regions account for the largest share of the active audience.

05

What other brands do Safeway Inc. fans also like?

Beyond Safeway Inc. itself, the audience over-indexes on Ornamental plant (8.92×), Kevin Costner (15.9×), Non-alcoholic beverage (9.14×), and Vincent D'Onofrio (18.45×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Supermarket audiences in Germany

See Safeway Inc. audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Safeway Inc.. 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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