Rascasse Audience Intelligence

Woolworths Target Market in Germany

A data profile of the people who buy, follow and care about Woolworths in Germany — modelled from more than twelve digital signal sources. Woolworths has an estimated audience of 6,533,708 people in Germany.

#9among Supermarket in Germany#98among Brand in Germany#52in Shopping

The average Woolworths fan in Germany is 37.3 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, REWE, Media Markt, with strongest over-indexing on Netto Marken-Discount (19.53× the country average).

Demographically, the Woolworths audience skews more female with an average age of 37.3, and over-indexes on personality traits such as Price Sensitivity, Quality Awareness.

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

The typical Woolworths fan in Germany is more female, around 37.3 years old, with strong Price Sensitivity tendencies and a notable affinity for Netto Marken-Discount.

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 Woolworths profile in Germany.

Audience size
6.5M
in Germany
Gender
57.6%♀
42.4% male
Age
37.3
average years
Country rank
#705
Brand in Germany
Fig. 01

Search interest · 12-month trend

+9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Woolworths

57.6% are female, 42.4% are male, average age 37.3.

Fig. 02

Gender split

57.6%
Female
42.4%
Male
Demographic split for Woolworths audience in Germany
MetricValue
Female57.6%
Male42.4%
Average age37.3
Estimated audience size6,533,708
Fig. 03

Age distribution

Ø 37.3
average years
Age distribution of the Woolworths audience in Germany
Age bracketShare%
16-1923%
20-2921%
30-3919%
40-4921%
50+15%
Fig. 04

Worldwide distribution

22.4%

of the worldwide Woolworths audience comes from Germany.

Worldwide audience distribution share by country for Woolworths
CountryShare
Australia30.5%
Germany22.4%
South Africa14.0%
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 Woolworths audience in Germany is strongest.

Fig. 05

Top regions by affinity

Woolworths customers by region in Germany
#RegionReachAffinity×
01Berlin~500K1.75×
02Bremen~70K1.29×
03Nordrhein-Westfalen~1.5M1.24×
04Hamburg~100K1.05×
05Saarland~80K1.04×
06Hessen~500K1.01×
07Sachsen-Anhalt~200K0.98×
08Bayern~1M0.95×
09Brandenburg~200K0.92×
10Rheinland-Pfalz~300K0.91×
11Schleswig-Holstein~200K0.91×
12Niedersachsen~600K0.90×
13Thüringen~100K0.82×
14Mecklenburg-Vorpommern~90K0.78×
15Baden-Württemberg~600K0.75×
16Sachsen~200K0.74×
Fig. 06

Affinity by region

Affinity by region — Woolworths, Germany
0.74×1.00×1.75×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Woolworths audience
#·InterestCategoryAffinity×
01SessùnFashion & Accessoires27.83×
02Conrad ElectronicShopping25.42×
03Netto Marken-DiscountShopping19.53×
04Made in FranceBusiness & Career14.16×
05Media MarktShopping11.78×
06Zadig & VoltaireFashion & Accessoires11.08×
07HöffnerHome & Garden8.99×
08OLEDTechnology & Electronics7.45×
09JYSKHome & Garden6.76×
10REWEShopping6.58×
11KauflandShopping5.51×
12Obi (store)Shopping5.26×
13Real (hypermarket)Shopping4.86×
14McDonald'sFood & Beverages4.80×
15EdekaShopping3.65×
16AldiShopping2.97×
17IKEAHome & Garden2.45×
18FreewareTechnology & Electronics2.40×
19AutoScout24Cars & Mobility2.29×
20LidlShopping1.66×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Woolworths 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 Woolworths audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.21×
Quality AwarenessPREMIUM1.19×
DIY MentalityTHRILL1.17×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Woolworths audience · Rather not
TraitClusterDeviationScore
Sports ActivityPOWER0.82×
PatriotismCONSERVATISM0.83×
Early Adopter MentalityPOWER0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Woolworths's target market in Germany?

Woolworths's target market in Germany covers an estimated 6,533,708 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Woolworths customers?

57.6% of the Woolworths audience are female, 42.4% are male, with an average age of 37.3 years.

03

Which brands do Woolworths fans like most?

Woolworths fans show strongest brand affinity for Netto Marken-Discount (19.53×), REWE (6.58×), and Media Markt (11.78×) over the country average.

04

Where do Woolworths fans live in Germany?

Woolworths fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~1M), and Baden-Württemberg (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Woolworths fans also like?

Beyond Woolworths itself, the audience over-indexes on REWE (6.58×), Media Markt (11.78×), Obi (store) (5.26×), and Kaufland (5.51×) compared to the Germany average.

Appendix

Explore more audiences

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

More Supermarket audiences in Germany

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See Woolworths audiences in other countries

How to read this data

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