Supermarket Audience in Germany
A data profile of the people who buy, follow and care about Supermarket in Germany — modelled from more than twelve digital signal sources. Supermarket has an estimated audience of 10,969,874 people in Germany.
The average Supermarket fan in Germany is 41.7 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, Aldi, Edeka, with strongest over-indexing on Netto Marken-Discount (2.58× the country average).
Demographically, the Supermarket audience skews more female with an average age of 41.7, and over-indexes on personality traits such as DIY Mentality, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Supermarket fan in Germany is more female, around 41.7 years old, with strong DIY Mentality tendencies and a notable affinity for Netto Marken-Discount.
At a glance
The key figures that characterise the Supermarket profile in Germany.
Search interest · 12-month trend
Demographics of Supermarket fans
60.5% are female, 39.5% are male, average age 41.7.
Gender split
| Metric | Value |
|---|---|
| Female | 60.5% |
| Male | 39.5% |
| Average age | 41.7 |
| Estimated audience size | 10,969,874 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 23% | |
| 40-49 | 26% | |
| 50+ | 21% |
Worldwide distribution
of the worldwide Supermarket audience comes from Germany.
| Country | Share |
|---|---|
| United States | 15.8% |
| Brazil | 6.3% |
| United Kingdom | 5.1% |
Geography
Where the Supermarket audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~700K | 1.41× | |
| 02 | Bayern | ~2M | 1.13× | |
| 03 | Mecklenburg-Vorpommern | ~200K | 1.12× | |
| 04 | Rheinland-Pfalz | ~600K | 1.11× | |
| 05 | Bremen | ~100K | 1.11× | |
| 06 | Sachsen-Anhalt | ~300K | 1.10× | |
| 07 | Hamburg | ~300K | 1.05× | |
| 08 | Brandenburg | ~400K | 1.04× | |
| 09 | Niedersachsen | ~1M | 1.03× | |
| 10 | Baden-Württemberg | ~1.5M | 0.99× | |
| 11 | Schleswig-Holstein | ~400K | 0.95× | |
| 12 | Thüringen | ~300K | 0.94× | |
| 13 | Hessen | ~800K | 0.92× | |
| 14 | Nordrhein-Westfalen | ~2M | 0.90× | |
| 15 | Sachsen | ~400K | 0.71× | |
| 16 | Saarland | ~90K | 0.65× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Supermarket audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Netto Marken-Discount | Shopping | 2.58× | ||
| 02 | Ernsting's family | Shopping | 2.48× | ||
| 03 | QVC | Movies & TV | 2.23× | ||
| 04 | Mix Markt | Shopping | 2.16× | ||
| 05 | Bonprix | Shopping | 2.12× | ||
| 06 | Aldi | Shopping | 2.11× | ||
| 07 | Edeka | Shopping | 2.11× | ||
| 08 | Tchibo | Shopping | 2.01× | ||
| 09 | Wetter.de | Home & Garden | 1.95× | ||
| 10 | Lidl | Shopping | 1.92× | ||
| 11 | Roland Kaiser | Music & Radio | 1.80× | ||
| 12 | C&A | Shopping | 1.79× | ||
| 13 | Shop Apotheke | Shopping | 1.78× | ||
| 14 | Kaufland | Shopping | 1.77× | ||
| 15 | Deichmann | Shopping | 1.77× | ||
| 16 | Gute Zeiten, schlechte Zeiten | Movies & TV | 1.75× | ||
| 17 | REWE | Shopping | 1.73× | ||
| 18 | Rossmann | Shopping | 1.69× | ||
| 19 | Obi (store) | Shopping | 1.53× | ||
| 20 | Sparkasse | Business & Career | 1.53× |
Personality of the Supermarket 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 | 1.26× | |
| Creativity | OPEN | 1.17× | |
| Family Orientation | CONSERVATISM | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.71× | |
| Urban Lifestyle | OPEN | 0.78× | |
| Career Orientation | POWER | 0.79× |
Frequently asked questions
How many fans does Supermarket have in Germany?
Supermarket has an estimated audience of 10,969,874 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Supermarket fans?
60.5% of Supermarket fans are female, 39.5% are male, with an average age of 41.7 years.
Which brands do Supermarket fans like most?
Supermarket fans show strongest brand affinity for Netto Marken-Discount (2.58×), Aldi (2.11×), and Edeka (2.11×) over the country average.
Where do Supermarket fans live in Germany?
Supermarket fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2M), Bayern (reach ~2M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.
What other brands do Supermarket fans also like?
Beyond Supermarket itself, the audience over-indexes on Aldi (2.11×), Edeka (2.11×), Lidl (1.92×), and REWE (1.73×) 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)
- Spas (10,944,871)
How to read this data
Audience size is the estimated number of people in Germany who actively search for Supermarket. 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.