Asda Audience in United Kingdom
Asda has an estimated audience of 16,828,369 people in United Kingdom. 67.2% are female, 32.8% are male, average age 42.0. Top regions: England, Yorkshire and the Humber, Scotland. Top brand affinities: Lidl, Kitchen utensil, Virgin Active, George at Asda, Bonmarché.
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.
Category: Shopping · Type: Brand · Subtype: Supermarket
Demographics of Asda fans
| Metric | Value |
|---|---|
| Female | 67.2% |
| Male | 32.8% |
| Average age | 42.0 |
| Estimated audience size | 16,828,369 |
Audience persona
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.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 12,621,277 | 0.84× |
| Yorkshire and the Humber | 2,127,235 | 1.57× |
| Scotland | 1,584,652 | 1.05× |
| South East | 1,284,675 | 0.57× |
| Wales | 1,192,697 | 1.24× |
| West Midlands | 1,112,353 | 1.54× |
| South West | 1,088,456 | 0.79× |
| East Midlands | 1,003,966 | 0.85× |
| North East | 989,809 | 1.51× |
| North West | 981,673 | 0.55× |
| East of England | 959,781 | 0.62× |
| Northern Ireland | 451,073 | 0.87× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Lidl | 1.58× | Shopping |
| Kitchen utensil | 1.52× | Home & Garden |
| Virgin Active | 1.53× | Health |
| George at Asda | 1.7× | Shopping |
| Bonmarché | 1.63× | Shopping |
| Pavers Shoes | 1.52× | Fashion & Accessoires |
| OUTDOOR ADVENTURE | 1.51× | Games |
| KitchenAid | 1.59× | Home & Garden |
| Play-Doh | 1.67× | Kids & Family |
| Mark Ronson | 1.55× | Music & Radio |
| TRESemmé | 1.76× | Beauty & Wellness |
| Ole Henriksen | 1.52× | Beauty & Wellness |
| Franz Ferdinand (band) | 1.51× | Music & Radio |
| Pantene | 1.58× | Beauty & Wellness |
| Lisa Eldridge | 1.5× | Beauty & Wellness |
| Herbal Essences | 1.71× | Beauty & Wellness |
| The Mail on Sunday | 1.54× | News |
| Toni & Guy | 1.99× | Beauty & Wellness |
| aveeno | 1.74× | Beauty & Wellness |
| Wren | 1.55× | Pets & Animals |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.24 |
| Price Sensitivity | PREMIUM | 1.12 |
| Creativity | OPEN | 1.07 |
| Indulgence | JOY | 1.06 |
| Individualism | JOY | 1.05 |
| Convenience Orientation | PREMIUM | 1.02 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 73.7% |
| China | 3.0% |
| India | 2.5% |
See Asda audiences in other countries
More Supermarket audiences in United Kingdom
- Aldi (17,402,911)
- Tesco (17,080,413)
- Sainsbury's (17,001,836)
- Waitrose (16,907,957)
- Argos (retailer) (15,492,901)
Frequently asked questions
How many fans does Asda have in United Kingdom?
Asda has an estimated audience of 16,828,369 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
What is the gender split and age of Asda fans?
67.2% of Asda fans are female, 32.8% are male, with an average age of 42.0 years.
Which brands do Asda fans like most?
Asda fans show strongest brand affinity for Lidl (1.58×), Kitchen utensil (1.52×), and Virgin Active (1.53×) over the country average.
Where do Asda fans live in United Kingdom?
Asda fans in United Kingdom are most concentrated in England (reach 12,621,277), Yorkshire and the Humber (reach 2,127,235), and Scotland (reach 1,584,652). These three regions account for the largest share of the active audience.
What other brands do Asda fans also like?
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.
How to read this data
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.
About this audience profile
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.