Walmart Audience in Germany
Walmart has an estimated audience of 1,920,324 people in Germany. 50.5% are female, 49.5% are male, average age 42.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Temu, Costco, Chipotle Mexican Grill, Coop, White Castle (restaurant).
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, Costco, Chipotle Mexican Grill, 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 Price Sensitivity, Pet Ownership. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Supermarket
Demographics of Walmart fans
| Metric | Value |
|---|---|
| Female | 50.5% |
| Male | 49.5% |
| Average age | 42.9 |
| Estimated audience size | 1,920,324 |
Audience persona
The typical Walmart fan in Germany is balanced, around 42.9 years old, with strong Price Sensitivity tendencies and a notable affinity for Temu.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 439,173 | 1.05× |
| Bayern | 383,302 | 1.24× |
| Baden-Württemberg | 291,154 | 1.11× |
| Hessen | 228,205 | 1.56× |
| Niedersachsen | 182,268 | 0.98× |
| Rheinland-Pfalz | 131,441 | 1.37× |
| Berlin | 103,525 | 1.21× |
| Sachsen | 78,086 | 0.83× |
| Schleswig-Holstein | 67,393 | 0.98× |
| Brandenburg | 50,963 | 0.86× |
| Hamburg | 43,517 | 1× |
| Thüringen | 33,780 | 0.69× |
| Sachsen-Anhalt | 32,899 | 0.66× |
| Mecklenburg-Vorpommern | 25,088 | 0.68× |
| Saarland | 19,311 | 0.82× |
| Bremen | 15,990 | 0.97× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Temu | 30.76× | Shopping |
| Costco | 44.31× | Shopping |
| Chipotle Mexican Grill | 76.02× | Food & Beverages |
| Coop | 50.05× | Food & Beverages |
| White Castle (restaurant) | 93.67× | Food & Beverages |
| Electronic (band) | 17.89× | Music & Radio |
| Bodega Aurrerá | 146.22× | Food & Beverages |
| Magazine Luiza | 102.66× | Shopping |
| Carrefour | 21.48× | Shopping |
| Ronald McDonald | 84.15× | Food & Beverages |
| Anker (mobile chargers) | 20× | Technology & Electronics |
| Power outage | 20× | Home & Garden |
| Super Size Me | 79.85× | Movies & TV |
| Tesco | 17.65× | Shopping |
| Knocked Up | 23.57× | Movies & TV |
| Fruit salad | 18.81× | Food & Beverages |
| St. Jude Children's Research Hospital | 86.67× | Health |
| Tagesschau | 2.9× | Movies & TV |
| Middle school | 7.47× | Business & Career |
| Empresario | 20× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 5.33 |
| Pet Ownership | JOY | 1.45 |
| Community Orientation | OPEN | 1.37 |
| Early Adopter Mentality | POWER | 1.37 |
| Healthy Lifestyle | BALANCE | 1.26 |
| Convenience Orientation | PREMIUM | 1.26 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 57.3% |
| Canada | 5.4% |
| Mexico | 5.4% |
See Walmart audiences in other countries
More Supermarket audiences in Germany
Frequently asked questions
How many fans does Walmart have in Germany?
Walmart has an estimated audience of 1,920,324 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Walmart fans?
50.5% of Walmart fans are female, 49.5% are male, with an average age of 42.9 years.
Which brands do Walmart fans like most?
Walmart fans show strongest brand affinity for Temu (30.76×), Costco (44.31×), and Chipotle Mexican Grill (76.02×) over the country average.
Where do Walmart fans live in Germany?
Walmart fans in Germany are most concentrated in Nordrhein-Westfalen (reach 439,173), Bayern (reach 383,302), and Baden-Württemberg (reach 291,154). These three regions account for the largest share of the active audience.
What other brands do Walmart fans also like?
Beyond Walmart itself, the audience over-indexes on Costco (44.31×), Chipotle Mexican Grill (76.02×), Coop (50.05×), and White Castle (restaurant) (93.67×) compared to the Germany average.
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.