A data profile of the people who buy, follow and care about Supermarket in United Kingdom — modelled from more than twelve digital signal sources. Supermarket has an estimated audience of 14,058,329 people in United Kingdom.
The average Supermarket fan in United Kingdom is 44.8 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Scotland.
Top brand affinities include Morrisons, Matalan, Lidl, with strongest over-indexing on Morrisons (2.4× the country average).
Demographically, the Supermarket audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Convenience Orientation, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Supermarket fan in United Kingdom is more female, around 44.8 years old, with strong Convenience Orientation tendencies and a notable affinity for Morrisons.
The key figures that characterise the Supermarket profile in United Kingdom.
62.7% are female, 37.3% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 62.7% |
| Male | 37.3% |
| Average age | 44.8 |
| Estimated audience size | 14,058,329 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Supermarket audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 15.8% |
| Brazil | 6.3% |
| United Kingdom | 5.1% |
Where the Supermarket audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~2M | 1.43× | |
| 02 | Yorkshire and the Humber | ~1.5M | 1.24× | |
| 03 | Wales | ~1M | 1.23× | |
| 04 | South East | ~2M | 1.16× | |
| 05 | West Midlands | ~700K | 1.15× | |
| 06 | East of England | ~1.5M | 1.11× | |
| 07 | South West | ~1M | 0.99× | |
| 08 | North East | ~500K | 0.97× | |
| 09 | England | ~10M | 0.77× | |
| 10 | East Midlands | ~700K | 0.73× | |
| 11 | North West | ~1M | 0.64× | |
| 12 | Northern Ireland | ~200K | 0.57× |
The strongest cross-interests of the Supermarket audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | J. D. Williams | Shopping | 2.56× | ||
| 02 | Matalan | Shopping | 2.46× | ||
| 03 | Lidl | Shopping | 2.41× | ||
| 04 | Morrisons | Food & Beverages | 2.40× | ||
| 05 | Chain store | Shopping | 2.24× | ||
| 06 | Aldi | Shopping | 2.22× | ||
| 07 | Home Bargains | Shopping | 2.17× | ||
| 08 | Grocery store | Food & Beverages | 2.11× | ||
| 09 | Poundland | Shopping | 2.03× | ||
| 10 | Household goods | Home & Garden | 2.03× | ||
| 11 | Asda | Shopping | 1.88× | ||
| 12 | Dunelm | Home & Garden | 1.83× | ||
| 13 | Superdrug | Shopping | 1.74× | ||
| 14 | Sainsbury's | Shopping | 1.71× | ||
| 15 | Waitrose | Shopping | 1.63× | ||
| 16 | Argos (retailer) | Shopping | 1.61× | ||
| 17 | Discount stores | Shopping | 1.61× | ||
| 18 | Tesco | Shopping | 1.57× | ||
| 19 | Debenhams | Fashion & Accessoires | 1.57× | ||
| 20 | Marks & Spencer | Shopping | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.28× | |
| Community Orientation | OPEN | 1.26× | |
| Family Orientation | CONSERVATISM | 1.24× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.64× | |
| Risk Appetite | THRILL | 0.68× | |
| Luxury Orientation | PREMIUM | 0.82× |
Supermarket has an estimated audience of 14,058,329 people in United Kingdom, concentrated in England and South East.
62.7% of Supermarket fans are female, 37.3% are male, with an average age of 44.8 years.
Supermarket fans show strongest brand affinity for Morrisons (2.4×), Matalan (2.46×), and Lidl (2.41×) over the country average.
Supermarket fans in United Kingdom are most concentrated in England (reach ~10M), South East (reach ~2M), and Scotland (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Supermarket itself, the audience over-indexes on Matalan (2.46×), Lidl (2.41×), Aldi (2.22×), and Home Bargains (2.17×) 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 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.
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.
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