A data profile of the people who buy, follow and care about Sainsbury's in United Kingdom — modelled from more than twelve digital signal sources. Sainsbury's has an estimated audience of 17,001,835 people in United Kingdom.
The average Sainsbury's fan in United Kingdom is 42.6 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, East of England.
Top brand affinities include Dunelm, Home Interiors, Architecture & Interior Design, with strongest over-indexing on Dunelm (1.6× the country average).
Demographically, the Sainsbury's audience skews more female with an average age of 42.6, and over-indexes on personality traits such as Individualism, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Sainsbury's fan in United Kingdom is more female, around 42.6 years old, with strong Individualism tendencies and a notable affinity for Dunelm.
The key figures that characterise the Sainsbury's profile in United Kingdom.
66.2% are female, 33.8% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 66.2% |
| Male | 33.8% |
| Average age | 42.6 |
| Estimated audience size | 17,001,835 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 28% |
of the worldwide Sainsbury's audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 55.2% |
| United States | 15.9% |
| China | 4.1% |
Where the Sainsbury's audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South East | ~3M | 1.34× | |
| 02 | West Midlands | ~900K | 1.26× | |
| 03 | East of England | ~2M | 1.24× | |
| 04 | Scotland | ~1.5M | 1.10× | |
| 05 | Yorkshire and the Humber | ~1.5M | 1.03× | |
| 06 | Wales | ~1M | 1.03× | |
| 07 | South West | ~1.5M | 1.02× | |
| 08 | England | ~13M | 0.97× | |
| 09 | North East | ~600K | 0.92× | |
| 10 | Northern Ireland | ~500K | 0.90× | |
| 11 | East Midlands | ~800K | 0.70× | |
| 12 | North West | ~900K | 0.49× |
The strongest cross-interests of the Sainsbury's audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | George at Asda | Shopping | 1.96× | ||
| 02 | Architecture & Interior Design | Home & Garden | 1.83× | ||
| 03 | Home Interiors | Home & Garden | 1.80× | ||
| 04 | Soho House (club) | Business & Career | 1.79× | ||
| 05 | Joules | Fashion & Accessoires | 1.73× | ||
| 06 | Online flower delivery | Home & Garden | 1.68× | ||
| 07 | Baby toys | Kids & Family | 1.68× | ||
| 08 | DIY & Craft Ideas | Home & Garden | 1.67× | ||
| 09 | Beauty tips | Beauty & Wellness | 1.64× | ||
| 10 | Dezeen | Home & Garden | 1.64× | ||
| 11 | New Kids | Movies & TV | 1.62× | ||
| 12 | Hello Baby | Kids & Family | 1.61× | ||
| 13 | Dunelm | Home & Garden | 1.60× | ||
| 14 | Unique Gifts | Shopping | 1.58× | ||
| 15 | Personalised Gifts | Home & Garden | 1.58× | ||
| 16 | Pineapple | Food & Beverages | 1.56× | ||
| 17 | Creative Crafts | Home & Garden | 1.56× | ||
| 18 | Oliver Bonas | Fashion & Accessoires | 1.55× | ||
| 19 | Nectar loyalty card | Shopping | 1.54× | ||
| 20 | Carter's | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.11× | |
| Design Affinity | PREMIUM | 1.05× | |
| Creativity | OPEN | 1.04× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.80× | |
| Early Adopter Mentality | POWER | 0.87× | |
| Risk Appetite | THRILL | 0.88× |
Sainsbury's's target market in United Kingdom covers an estimated 17,001,835 people, concentrated in England and South East.
66.2% of the Sainsbury's audience are female, 33.8% are male, with an average age of 42.6 years.
Sainsbury's fans show strongest brand affinity for Dunelm (1.6×), Home Interiors (1.8×), and Architecture & Interior Design (1.83×) over the country average.
Sainsbury's fans in United Kingdom are most concentrated in England (reach ~13M), South East (reach ~3M), and East of England (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Sainsbury's itself, the audience over-indexes on Home Interiors (1.8×), Architecture & Interior Design (1.83×), Oliver Bonas (1.55×), and Joules (1.73×) 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 Sainsbury's. 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.