Rascasse Audience Intelligence

Norma Target Market in Germany

Norma has an estimated audience of 2.4M people in Germany.

#12among Supermarket in Germany
#367among brands in Germany
#118in Shopping

The average Norma fan in Germany is 42.3 years old, more female, and lives primarily in Bayern.

By number of fans, Norma ranks #12 among the 224 objects in Supermarket in Germany — 18.6× the group median.

Its fans are 3.6 years older than the group average of 38.7.

Women make up 57.4% of the fan base, 3.4 percentage points fewer than the group average.

Compared with the other 223 objects in Supermarket, Norma fans stand out for their interest in UniEuro, Kippah and Donatella Versace.

Most fans live in Bayern, Baden-Württemberg, Nordrhein-Westfalen.

Top affinities include UniEuro, Esselunga, Conad, with strongest over-indexing on UniEuro (31.2× the country average).

Demographically, the Norma audience skews more female with an average age of 42.3, and over-indexes on personality traits such as Need for Security, Indulgence.

The typical Norma fan in Germany is more female, around 42.3 years old, with strong Need for Security tendencies and a notable affinity for UniEuro.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
2.4M
in Germany
Gender
57.4%♀
42.6% male
Age
42.3
average years
Country rank
#2845
among all objects in Germany
Fig. 01

Search interest · 12-month trend

-12%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Norma

57.4% are female, 42.6% are male, average age 42.3.

Fig. 02

Gender split

57.4%
Female
42.6%
Male
Demographic split for Norma audience in Germany
MetricValue
Female57.4%
Male42.6%
Average age42.3
Estimated audience size2.4M
Fig. 03

Age distribution

Ø 42.3
average years
Age distribution of the Norma audience in Germany
Age bracketShare%
16-2411%
25-3418%
35-4424%
45-5425%
55+21%
Fig. 04

Worldwide distribution

72.6%

of the worldwide Norma audience comes from Germany.

Worldwide audience distribution share by country for Norma
CountryShare
Germany72.6%
France4.0%
United States2.9%
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

Fig. 05

Top regions by affinity

Norma customers by region in Germany
#RegionReachAffinity×
01Bayern~700K1.73×
02Thüringen~100K1.67×
03Brandenburg~100K1.66×
04Sachsen-Anhalt~100K1.60×
05Mecklenburg-Vorpommern~70K1.54×
06Rheinland-Pfalz~200K1.30×
07Sachsen~200K1.30×
08Baden-Württemberg~400K1.29×
09Saarland~30K0.87×
10Berlin~80K0.77×
11Hessen~100K0.74×
12Nordrhein-Westfalen~300K0.56×
13Schleswig-Holstein~30K0.39×
14Niedersachsen~70K0.30×
15Hamburg~10K0.25×
16Bremen~4K0.17×
Fig. 06

Affinity by region

Affinity by region — Norma, Germany
0.17×1.00×1.73×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Norma audience vs. the country average
#·InterestCategoryAffinity×
01UniEuroShopping31.20×
02EsselungaShopping30.42×
03ConadShopping26.70×
04KippahFashion & Accessoires20.61×
05Netto Marken-DiscountShopping13.31×
06WoolworthsShopping13.11×
07Donatella VersaceFashion & Accessoires10.77×
08JYSKHome & Garden3.93×
09KiKShopping3.86×
10EssoCars & Mobility3.20×
11FocusNews2.95×
12REWEShopping2.35×
13SupermarketShopping2.27×
14AldiShopping2.21×
15EdekaShopping1.99×
16RyanairTravel & Leisure1.90×
17RossmannShopping1.81×
18KauflandShopping1.75×
19Deutsche BahnCars & Mobility1.62×
20LidlShopping1.60×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Norma audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Norma audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.49×
IndulgenceJOY1.30×
Convenience OrientationPREMIUM1.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Norma audience vs. the country average · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.72×
Risk AppetiteTHRILL0.81×
SustainabilityBALANCE0.91×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in Germany

Related rankings

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in Norma over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/de/norma-10002672” · Methodology