Rascasse Audience Intelligence

Walmart Target Market in Germany

A data profile of the people who buy, follow and care about Walmart in Germany — modelled from more than twelve digital signal sources. Walmart has an estimated audience of 2,038,309 people in Germany.

#13among Supermarket in Germany#401among Brand in Germany#124in Shopping

The average Walmart fan in Germany is 42.9 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Temu, Chipotle Mexican Grill, Coop, with strongest over-indexing on Temu (30.76× the country average).

Demographically, the Walmart audience skews balanced with an average age of 42.9, and over-indexes on personality traits such as Mindfulness, Travelling.

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

The typical Walmart fan in Germany is balanced, around 42.9 years old, with strong Mindfulness tendencies and a notable affinity for Temu.

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 Walmart profile in Germany.

Audience size
2M
in Germany
Gender
50.5%♀
49.5% male
Age
42.9
average years
Country rank
#3299
Brand in Germany
Fig. 01

Search interest · 12-month trend

+57%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Walmart

50.5% are female, 49.5% are male, average age 42.9.

Fig. 02

Gender split

50.5%
Female
49.5%
Male
Demographic split for Walmart audience in Germany
MetricValue
Female50.5%
Male49.5%
Average age42.9
Estimated audience size2,038,309
Fig. 03

Age distribution

Ø 42.9
average years
Age distribution of the Walmart audience in Germany
Age bracketShare%
16-1910%
20-2916%
30-3923%
40-4926%
50+24%
Fig. 04

Worldwide distribution

1.2%

of the worldwide Walmart audience comes from Germany.

Worldwide audience distribution share by country for Walmart
CountryShare
United States57.0%
Canada5.4%
Mexico5.4%
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 Walmart audience in Germany is strongest.

Fig. 05

Top regions by affinity

Walmart customers by region in Germany
#RegionReachAffinity×
01Hessen~200K1.48×
02Rheinland-Pfalz~100K1.36×
03Bayern~400K1.18×
04Berlin~100K1.11×
05Baden-Württemberg~300K1.07×
06Nordrhein-Westfalen~400K1.02×
07Bremen~20K0.99×
08Niedersachsen~200K0.96×
09Schleswig-Holstein~70K0.96×
10Hamburg~40K0.94×
11Saarland~20K0.92×
12Brandenburg~50K0.89×
13Sachsen~80K0.84×
14Thüringen~40K0.84×
15Sachsen-Anhalt~40K0.76×
16Mecklenburg-Vorpommern~30K0.75×
Fig. 06

Affinity by region

Affinity by region — Walmart, Germany
0.75×1.00×1.48×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Walmart audience
#·InterestCategoryAffinity×
01Bodega AurreráFood & Beverages146.22×
02Magazine LuizaShopping102.66×
03White Castle (restaurant)Food & Beverages93.67×
04St. Jude Children's Research HospitalHealth86.67×
05Ronald McDonaldFood & Beverages84.15×
06Super Size MeMovies & TV79.85×
07Chipotle Mexican GrillFood & Beverages76.02×
08CoopFood & Beverages50.05×
09Wendy'sFood & Beverages48.33×
10TemuShopping30.76×
11Knocked UpMovies & TV23.57×
12CarrefourShopping21.48×
13Anker (mobile chargers)Technology & Electronics20.00×
14Power outageHome & Garden20.00×
15EmpresarioBusiness & Career20.00×
16Fruit saladFood & Beverages18.81×
17Electronic (band)Music & Radio17.89×
18TescoShopping17.65×
19Middle schoolBusiness & Career7.47×
20TagesschauMovies & TV2.90×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Walmart 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 Walmart audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE1.75×
TravellingTHRILL1.67×
Urban LifestyleOPEN1.62×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Walmart audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.97×
SustainabilityBALANCE1.06×
Sports ActivityPOWER1.06×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Walmart's target market in Germany?

Walmart's target market in Germany covers an estimated 2,038,309 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Walmart customers?

50.5% of the Walmart audience are female, 49.5% are male, with an average age of 42.9 years.

03

Which brands do Walmart fans like most?

Walmart fans show strongest brand affinity for Temu (30.76×), Chipotle Mexican Grill (76.02×), and Coop (50.05×) over the country average.

04

Where do Walmart fans live in Germany?

Walmart fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~400K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Walmart fans also like?

Beyond Walmart itself, the audience over-indexes on Chipotle Mexican Grill (76.02×), Coop (50.05×), White Castle (restaurant) (93.67×), and Electronic (band) (17.89×) compared to the Germany average.

Appendix

Explore more audiences

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

More Supermarket audiences in Germany

Related rankings

See Walmart audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →