Sainsbury's Audience in United Kingdom
Sainsbury's has an estimated audience of 17,001,835 people in United Kingdom. 66.2% are female, 33.8% are male, average age 42.6. Top regions: England, South East, East of England. Top brand affinities: Dunelm, Home Interiors, Architecture & Interior Design, Joules, Oliver Bonas.
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 Family Orientation, Design Affinity. 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 Sainsbury's fans
| Metric | Value |
|---|---|
| Female | 66.2% |
| Male | 33.8% |
| Average age | 42.6 |
| Estimated audience size | 17,001,835 |
Audience persona
The typical Sainsbury's fan in United Kingdom is more female, around 42.6 years old, with strong Family Orientation tendencies and a notable affinity for Dunelm.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 12,751,377 | 0.97× |
| South East | 3,052,823 | 1.34× |
| East of England | 1,930,166 | 1.24× |
| Scotland | 1,684,502 | 1.1× |
| South West | 1,421,606 | 1.02× |
| Yorkshire and the Humber | 1,405,116 | 1.03× |
| Wales | 1,002,260 | 1.03× |
| West Midlands | 918,759 | 1.26× |
| North West | 896,095 | 0.49× |
| East Midlands | 842,961 | 0.7× |
| North East | 606,097 | 0.92× |
| Northern Ireland | 470,916 | 0.9× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Dunelm | 1.6× | Home & Garden |
| Home Interiors | 1.8× | Home & Garden |
| Architecture & Interior Design | 1.83× | Home & Garden |
| Joules | 1.73× | Fashion & Accessoires |
| Oliver Bonas | 1.55× | Fashion & Accessoires |
| Unique Gifts | 1.58× | Shopping |
| George at Asda | 1.96× | Shopping |
| Beauty tips | 1.64× | Beauty & Wellness |
| DIY & Craft Ideas | 1.67× | Home & Garden |
| Online flower delivery | 1.68× | Home & Garden |
| Nectar loyalty card | 1.54× | Shopping |
| Soho House (club) | 1.79× | Business & Career |
| Personalised Gifts | 1.58× | Home & Garden |
| Baby toys | 1.68× | Kids & Family |
| Pineapple | 1.56× | Food & Beverages |
| Sézane | 1.55× | Fashion & Accessoires |
| Joolz | 1.63× | Kids & Family |
| Dezeen | 1.64× | Home & Garden |
| Creative Crafts | 1.56× | Home & Garden |
| New Kids | 1.62× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.18 |
| Design Affinity | PREMIUM | 1.18 |
| DIY Mentality | THRILL | 1.17 |
| Individualism | JOY | 1.11 |
| Indulgence | JOY | 1.11 |
| Creativity | OPEN | 1.1 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 70.5% |
| China | 5.2% |
| France | 3.2% |
See Sainsbury's audiences in other countries
More Supermarket audiences in United Kingdom
- Aldi (17,402,911)
- Tesco (17,080,413)
- Waitrose (16,907,957)
- Asda (16,828,370)
- Argos (retailer) (15,492,901)
Frequently asked questions
How many fans does Sainsbury's have in United Kingdom?
Sainsbury's has an estimated audience of 17,001,835 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Sainsbury's fans?
66.2% of Sainsbury's fans are female, 33.8% are male, with an average age of 42.6 years.
Which brands do Sainsbury's fans like most?
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.
Where do Sainsbury's fans live in United Kingdom?
Sainsbury's fans in United Kingdom are most concentrated in England (reach 12,751,377), South East (reach 3,052,823), and East of England (reach 1,930,166). These three regions account for the largest share of the active audience.
What other brands do Sainsbury's fans also like?
Beyond Sainsbury's itself, the audience over-indexes on Home Interiors (1.8×), Architecture & Interior Design (1.83×), Joules (1.73×), and Oliver Bonas (1.55×) 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 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.
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.