Rascasse Audience Intelligence

Supermarket Audience in Spain

A data profile of the people who buy, follow and care about Supermarket in Spain — modelled from more than twelve digital signal sources. Supermarket has an estimated audience of 6,985,131 people in Spain.

#11among Touchpoint in Spain#24in Shopping

The average Supermarket fan in Spain is 45.5 years old, more female, and lives primarily in Catalonia.

The audience is concentrated in Catalonia, Andalusia, Canary Islands.

Top brand affinities include Aldi, Carrefour, Hypermarket, with strongest over-indexing on Aldi (2.85× the country average).

Demographically, the Supermarket audience skews more female with an average age of 45.5, and over-indexes on personality traits such as Convenience Orientation, Need for Security.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.

The typical Supermarket fan in Spain is more female, around 45.5 years old, with strong Convenience Orientation tendencies and a notable affinity for Aldi.

Category: Shopping · Type: Touchpoint

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 Supermarket profile in Spain.

Audience size
7M
in Spain
Gender
66.9%♀
33.1% male
Age
45.5
average years
Country rank
#377
Touchpoint in Spain
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Supermarket fans

66.9% are female, 33.1% are male, average age 45.5.

Fig. 02

Gender split

66.9%
Female
33.1%
Male
Demographic split for Supermarket audience in Spain
MetricValue
Female66.9%
Male33.1%
Average age45.5
Estimated audience size6,985,131
Fig. 03

Age distribution

Ø 45.5
average years
Age distribution of the Supermarket audience in Spain
Age bracketShare%
16-197%
20-2913%
30-3920%
40-4928%
50+32%
Fig. 04

Worldwide distribution

2.5%

of the worldwide Supermarket audience comes from Spain.

Worldwide audience distribution share by country for Supermarket
CountryShare
United States15.8%
Brazil6.3%
United Kingdom5.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Spain average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Supermarket audience in Spain is strongest.

Fig. 05

Top regions by affinity

Supermarket fans by region: top regions in Spain
#RegionReachAffinity×
01Balearic Islands~900K4.45×
02Canary Islands~1M2.81×
03Catalonia~2M1.66×
04Andalusia~1.5M1.16×
05Comunidad Valenciana~800K1.08×
06Cantabria~70K0.76×
07Basque Autonomous Country~200K0.68×
08Galicia~200K0.56×
09Principality of Asturias~90K0.55×
10La Rioja~20K0.52×
11Aragon~90K0.51×
12Community of Madrid~600K0.50×
13Navarre~40K0.50×
14Castile and León~100K0.46×
15Region of Murcia~100K0.44×
16Extremadura~40K0.26×
17Castilla-La Mancha~70K0.24×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Supermarket audience
#·InterestCategoryAffinity×
01JYSKHome & Garden3.93×
02HypermarketShopping3.41×
03Carrefour MarketShopping3.03×
04Ana de ArmasMovies & TV2.94×
05AldiShopping2.85×
06CarrefourShopping2.64×
07Chain storeShopping2.49×
08CajamarBusiness & Career2.37×
09CAC 40Business & Career2.18×
10HipercorShopping2.04×
11LidlShopping1.98×
12Diez MinutosNews1.97×
13MercadonaShopping1.96×
14SemanaNews1.89×
15WallapopShopping1.79×
16Carrefour ExpressShopping1.73×
17IKEAHome & Garden1.63×
18Home AppliancesHome & Garden1.56×
19La CaixaBusiness & Career1.55×
20Culinary artArts & Culture1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Supermarket 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 Supermarket audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.35×
Need for SecurityCONSERVATISM1.26×
Family OrientationCONSERVATISM1.09×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Supermarket audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.64×
IndividualismJOY0.69×
Urban LifestyleOPEN0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Supermarket have in Spain?

Supermarket has an estimated audience of 6,985,131 people in Spain, concentrated in Catalonia and Andalusia.

02

What is the gender split and age of Supermarket fans?

66.9% of Supermarket fans are female, 33.1% are male, with an average age of 45.5 years.

03

Which brands do Supermarket fans like most?

Supermarket fans show strongest brand affinity for Aldi (2.85×), Carrefour (2.64×), and Hypermarket (3.41×) over the country average.

04

Where do Supermarket fans live in Spain?

Supermarket fans in Spain are most concentrated in Catalonia (reach ~2M), Andalusia (reach ~1.5M), and Canary Islands (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Supermarket fans also like?

Beyond Supermarket itself, the audience over-indexes on Carrefour (2.64×), Hypermarket (3.41×), JYSK (3.93×), and Carrefour Market (3.03×) compared to the Spain average.

Appendix

Explore more audiences

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

More Shopping audiences in Spain

See Supermarket audiences in other countries

How to read this data

Audience size is the estimated number of people in Spain who actively search for Supermarket. 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 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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