A data profile of the people who buy, follow and care about Mercadona in Spain — modelled from more than twelve digital signal sources. Mercadona has an estimated audience of 10,608,235 people in Spain.
The average Mercadona fan in Spain is 47.5 years old, more female, and lives primarily in Andalusia.
The audience is concentrated in Andalusia, Catalonia, Comunidad Valenciana.
Top brand affinities include Carrefour Express, Carrefour Market, Aldi, with strongest over-indexing on Carrefour Express (7.11× the country average).
Demographically, the Mercadona audience skews more female with an average age of 47.5, and over-indexes on personality traits such as Quality Awareness, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Mercadona fan in Spain is more female, around 47.5 years old, with strong Quality Awareness tendencies and a notable affinity for Carrefour Express.
The key figures that characterise the Mercadona profile in Spain.
70.4% are female, 29.6% are male, average age 47.5.
| Metric | Value |
|---|---|
| Female | 70.4% |
| Male | 29.6% |
| Average age | 47.5 |
| Estimated audience size | 10,608,235 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 11% | |
| 30-39 | 18% | |
| 40-49 | 28% | |
| 50+ | 38% |
of the worldwide Mercadona audience comes from Spain.
| Country | Share |
|---|---|
| Spain | 53.8% |
| Portugal | 23.2% |
| France | 2.1% |
Where the Mercadona audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Balearic Islands | ~500K | 1.73× | |
| 02 | Comunidad Valenciana | ~2M | 1.64× | |
| 03 | Canary Islands | ~800K | 1.44× | |
| 04 | Andalusia | ~2.5M | 1.23× | |
| 05 | Catalonia | ~2.5M | 1.23× | |
| 06 | Region of Murcia | ~400K | 1.14× | |
| 07 | Aragon | ~300K | 1.00× | |
| 08 | Community of Madrid | ~2M | 0.98× | |
| 09 | Castile and León | ~400K | 0.85× | |
| 10 | Castilla-La Mancha | ~400K | 0.85× | |
| 11 | Cantabria | ~100K | 0.85× | |
| 12 | Principality of Asturias | ~200K | 0.80× | |
| 13 | Navarre | ~100K | 0.73× | |
| 14 | La Rioja | ~40K | 0.64× | |
| 15 | Galicia | ~300K | 0.63× | |
| 16 | Basque Autonomous Country | ~300K | 0.63× | |
| 17 | Extremadura | ~100K | 0.62× |
The strongest cross-interests of the Mercadona audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Carrefour Express | Shopping | 7.11× | ||
| 02 | Detergent | Home & Garden | 4.31× | ||
| 03 | Carrefour Market | Shopping | 3.03× | ||
| 04 | Spar (retailer) | Shopping | 2.93× | ||
| 05 | El Nacional (Caracas) | News | 1.99× | ||
| 06 | Aldi | Shopping | 1.97× | ||
| 07 | Housekeeping | Travel & Leisure | 1.93× | ||
| 08 | Hipercor | Shopping | 1.91× | ||
| 09 | Saving | Business & Career | 1.90× | ||
| 10 | Grocery store | Food & Beverages | 1.81× | ||
| 11 | Bachata (dance) | Music & Radio | 1.77× | ||
| 12 | Supermarket | Shopping | 1.74× | ||
| 13 | Chain store | Shopping | 1.74× | ||
| 14 | El Mueble | Home & Garden | 1.63× | ||
| 15 | Crochet | Home & Garden | 1.59× | ||
| 16 | Robert Redford | Movies & TV | 1.57× | ||
| 17 | Anti-aging cream | Beauty & Wellness | 1.56× | ||
| 18 | Carrefour | Shopping | 1.53× | ||
| 19 | La Provincia | News | 1.53× | ||
| 20 | Canarias7 | News | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.22× | |
| Creativity | OPEN | 1.19× | |
| Indulgence | JOY | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.72× | |
| Need for Security | CONSERVATISM | 0.87× | |
| Spirituality | BALANCE | 0.94× |
Mercadona's target market in Spain covers an estimated 10,608,235 people, concentrated in Andalusia and Catalonia.
70.4% of the Mercadona audience are female, 29.6% are male, with an average age of 47.5 years.
Mercadona fans show strongest brand affinity for Carrefour Express (7.11×), Carrefour Market (3.03×), and Aldi (1.97×) over the country average.
Mercadona fans in Spain are most concentrated in Andalusia (reach ~2.5M), Catalonia (reach ~2.5M), and Comunidad Valenciana (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Mercadona itself, the audience over-indexes on Carrefour Market (3.03×), Aldi (1.97×), Carrefour (1.53×), and Detergent (4.31×) compared to the Spain average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain who actively search for Mercadona. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Spain. 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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