Rascasse Audience Intelligence

Spar (retailer) Target Market in Germany

A data profile of the people who buy, follow and care about Spar (retailer) in Germany — modelled from more than twelve digital signal sources. Spar (retailer) has an estimated audience of 1,486,157 people in Germany.

#17among Supermarket in Germany#572among Brand in Germany#162in Shopping

The average Spar (retailer) fan in Germany is 39.0 years old, more female, and lives primarily in Bayern.

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

Top brand affinities include Auchan, Jumbo (supermarket), Albert Heijn, with strongest over-indexing on Auchan (28.19× the country average).

Demographically, the Spar (retailer) audience skews more female with an average age of 39.0, and over-indexes on personality traits such as Early Adopter Mentality, Travelling.

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

The typical Spar (retailer) fan in Germany is more female, around 39.0 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Auchan.

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 Spar (retailer) profile in Germany.

Audience size
1.5M
in Germany
Gender
65.3%♀
34.7% male
Age
39.0
average years
Country rank
#4500
Brand in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Spar (retailer)

65.3% are female, 34.7% are male, average age 39.0.

Fig. 02

Gender split

65.3%
Female
34.7%
Male
Demographic split for Spar (retailer) audience in Germany
MetricValue
Female65.3%
Male34.7%
Average age39.0
Estimated audience size1,486,157
Fig. 03

Age distribution

Ø 39.0
average years
Age distribution of the Spar (retailer) audience in Germany
Age bracketShare%
16-1923%
20-2915%
30-3920%
40-4923%
50+18%
Fig. 04

Worldwide distribution

3.7%

of the worldwide Spar (retailer) audience comes from Germany.

Worldwide audience distribution share by country for Spar (retailer)
CountryShare
Austria22.9%
France9.2%
Hungary8.5%
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 Spar (retailer) audience in Germany is strongest.

Fig. 05

Top regions by affinity

Spar (retailer) customers by region in Germany
#RegionReachAffinity×
01Bayern~400K1.83×
02Hessen~100K1.20×
03Hamburg~40K1.18×
04Nordrhein-Westfalen~400K1.17×
05Baden-Württemberg~200K1.17×
06Berlin~80K1.16×
07Rheinland-Pfalz~70K0.99×
08Niedersachsen~100K0.97×
09Bremen~10K0.94×
10Schleswig-Holstein~50K0.92×
11Sachsen~70K0.90×
12Saarland~10K0.78×
13Brandenburg~30K0.75×
14Thüringen~30K0.74×
15Mecklenburg-Vorpommern~20K0.73×
16Sachsen-Anhalt~30K0.67×
Fig. 06

Affinity by region

Affinity by region — Spar (retailer), Germany
0.67×1.00×1.83×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Spar (retailer) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Spar (retailer) audience
#·InterestCategoryAffinity×
01ConadShopping29.40×
02AuchanShopping28.19×
03Jumbo (supermarket)Shopping17.04×
04Uomini e DonneMovies & TV15.10×
05ELISABETTA FRANCHIFashion & Accessoires14.38×
06KarbalaTravel & Leisure12.82×
07University of BaghdadBusiness & Career12.80×
08TescoShopping12.10×
09Albert HeijnShopping11.21×
10Gossip Girl (novel series)Literature10.32×
11TinderInternet & Social Media9.33×
12OmeTVInternet & Social Media4.99×
13ZadarTravel & Leisure4.91×
14Unique GiftsShopping3.79×
15WoolworthsShopping3.41×
16AldiShopping2.47×
17Google MapsInternet & Social Media2.24×
18ShoppingShopping1.91×
19Online shoppingShopping1.91×
20Borussia DortmundSports1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Spar (retailer) 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 Spar (retailer) audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.75×
TravellingTHRILL1.45×
IndividualismJOY1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Spar (retailer) audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.47×
PatriotismCONSERVATISM0.51×
SustainabilityBALANCE0.68×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Spar (retailer)'s target market in Germany?

Spar (retailer)'s target market in Germany covers an estimated 1,486,157 people, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Spar (retailer) customers?

65.3% of the Spar (retailer) audience are female, 34.7% are male, with an average age of 39.0 years.

03

Which brands do Spar (retailer) fans like most?

Spar (retailer) fans show strongest brand affinity for Auchan (28.19×), Jumbo (supermarket) (17.04×), and Albert Heijn (11.21×) over the country average.

04

Where do Spar (retailer) fans live in Germany?

Spar (retailer) fans in Germany are most concentrated in Bayern (reach ~400K), Nordrhein-Westfalen (reach ~400K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Spar (retailer) fans also like?

Beyond Spar (retailer) itself, the audience over-indexes on Jumbo (supermarket) (17.04×), Albert Heijn (11.21×), Tinder (9.33×), and Tesco (12.1×) 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 Spar (retailer) audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Spar (retailer). 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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