Supermarket Audience in Germany
Supermarket has an estimated audience of 10,969,874 people in Germany. 60.5% are female, 39.5% are male, average age 41.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Netto Marken-Discount, Aldi, Edeka, Lidl, REWE.
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 Indulgence, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Touchpoint
Demographics of Supermarket fans
| Metric | Value |
|---|---|
| Female | 60.5% |
| Male | 39.5% |
| Average age | 41.7 |
| Estimated audience size | 10,969,874 |
Audience persona
The typical Supermarket fan in Germany is more female, around 41.7 years old, with strong Indulgence tendencies and a notable affinity for Netto Marken-Discount.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 2,195,690 | 0.91× |
| Bayern | 2,063,805 | 1.17× |
| Baden-Württemberg | 1,498,830 | 1× |
| Niedersachsen | 1,106,519 | 1.04× |
| Hessen | 818,696 | 0.98× |
| Berlin | 784,201 | 1.6× |
| Rheinland-Pfalz | 602,887 | 1.1× |
| Schleswig-Holstein | 375,859 | 0.95× |
| Brandenburg | 358,037 | 1.05× |
| Sachsen-Anhalt | 307,455 | 1.08× |
| Sachsen | 300,651 | 0.56× |
| Hamburg | 274,495 | 1.11× |
| Thüringen | 261,560 | 0.94× |
| Mecklenburg-Vorpommern | 219,978 | 1.05× |
| Bremen | 98,279 | 1.05× |
| Saarland | 83,391 | 0.62× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Netto Marken-Discount | 2.58× | Shopping |
| Aldi | 2.11× | Shopping |
| Edeka | 2.11× | Shopping |
| Lidl | 1.92× | Shopping |
| REWE | 1.73× | Shopping |
| Kaufland | 1.77× | Shopping |
| Mix Markt | 2.16× | Shopping |
| Gala | 1.73× | News |
| Obi (store) | 1.53× | Shopping |
| Deichmann | 1.77× | Shopping |
| Rossmann | 1.69× | Shopping |
| Bonprix | 2.12× | Shopping |
| Ernsting's family | 2.48× | Shopping |
| QVC | 2.23× | Movies & TV |
| Tchibo | 2.01× | Shopping |
| Wetter.com | 1.55× | Home & Garden |
| Globus Baumarkt | 1.53× | Shopping |
| C&A | 1.79× | Shopping |
| Wetter.de | 1.95× | Home & Garden |
| Sparkasse | 1.53× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.26 |
| Price Sensitivity | PREMIUM | 1.24 |
| DIY Mentality | THRILL | 1.18 |
| Healthy Lifestyle | BALANCE | 1.11 |
| Pet Ownership | JOY | 1.1 |
| Design Affinity | PREMIUM | 1.08 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.8% |
| Brazil | 6.3% |
| United Kingdom | 5.1% |
See Supermarket audiences in other countries
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)
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 2,195,690), Bayern (reach 2,063,805), and Baden-Württemberg (reach 1,498,830). 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.
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.