A data profile of the people who buy, follow and care about Asda in United Kingdom — modelled from more than twelve digital signal sources. Asda has an estimated audience of 16,828,369 people in United Kingdom.
The average Asda fan in United Kingdom is 42.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, Scotland.
Top brand affinities include Lidl, Kitchen utensil, Virgin Active, with strongest over-indexing on Lidl (1.58× the country average).
Demographically, the Asda audience skews more female with an average age of 42.0, and over-indexes on personality traits such as Family Orientation, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Asda fan in United Kingdom is more female, around 42.0 years old, with strong Family Orientation tendencies and a notable affinity for Lidl.
The key figures that characterise the Asda profile in United Kingdom.
67.2% are female, 32.8% are male, average age 42.0.
| Metric | Value |
|---|---|
| Female | 67.2% |
| Male | 32.8% |
| Average age | 42.0 |
| Estimated audience size | 16,828,369 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 20% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 27% |
of the worldwide Asda audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 73.5% |
| China | 3.0% |
| India | 2.5% |
Where the Asda audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~2M | 1.57× | |
| 02 | West Midlands | ~1M | 1.54× | |
| 03 | North East | ~1M | 1.51× | |
| 04 | Wales | ~1M | 1.24× | |
| 05 | Scotland | ~1.5M | 1.05× | |
| 06 | Northern Ireland | ~500K | 0.87× | |
| 07 | East Midlands | ~1M | 0.85× | |
| 08 | England | ~13M | 0.84× | |
| 09 | South West | ~1M | 0.79× | |
| 10 | East of England | ~1M | 0.62× | |
| 11 | South East | ~1.5M | 0.57× | |
| 12 | North West | ~1M | 0.55× |
The strongest cross-interests of the Asda audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | TRESemmé | Beauty & Wellness | 1.76× | ||
| 02 | aveeno | Beauty & Wellness | 1.74× | ||
| 03 | Herbal Essences | Beauty & Wellness | 1.71× | ||
| 04 | George at Asda | Shopping | 1.70× | ||
| 05 | Play-Doh | Kids & Family | 1.67× | ||
| 06 | Bonmarché | Shopping | 1.63× | ||
| 07 | Macular Society | Politics & Society | 1.61× | ||
| 08 | KitchenAid | Home & Garden | 1.59× | ||
| 09 | Lidl | Shopping | 1.58× | ||
| 10 | Pantene | Beauty & Wellness | 1.58× | ||
| 11 | The Kills | Music & Radio | 1.57× | ||
| 12 | Mark Ronson | Music & Radio | 1.55× | ||
| 13 | The Mail on Sunday | News | 1.54× | ||
| 14 | Virgin Active | Health | 1.53× | ||
| 15 | Kitchen utensil | Home & Garden | 1.52× | ||
| 16 | Pavers Shoes | Fashion & Accessoires | 1.52× | ||
| 17 | Ole Henriksen | Beauty & Wellness | 1.52× | ||
| 18 | OUTDOOR ADVENTURE | Games | 1.51× | ||
| 19 | Franz Ferdinand (band) | Music & Radio | 1.51× | ||
| 20 | Lisa Eldridge | Beauty & Wellness | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.05× | |
| Price Sensitivity | PREMIUM | 1.03× | |
| Creativity | OPEN | 1.01× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.76× | |
| Risk Appetite | THRILL | 0.79× | |
| Career Orientation | POWER | 0.82× |
Asda's target market in United Kingdom covers an estimated 16,828,369 people, concentrated in England and Yorkshire and the Humber.
67.2% of the Asda audience are female, 32.8% are male, with an average age of 42.0 years.
Asda fans show strongest brand affinity for Lidl (1.58×), Kitchen utensil (1.52×), and Virgin Active (1.53×) over the country average.
Asda fans in United Kingdom are most concentrated in England (reach ~13M), Yorkshire and the Humber (reach ~2M), and Scotland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Asda itself, the audience over-indexes on Kitchen utensil (1.52×), Virgin Active (1.53×), George at Asda (1.7×), and Bonmarché (1.63×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Asda. 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 United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.