Supermarket Audience in United Kingdom
Supermarket has an estimated audience of 14,058,329 people in United Kingdom. 62.7% are female, 37.3% are male, average age 44.8. Top regions: England, South East, Scotland. Top brand affinities: Morrisons, Matalan, Lidl, Aldi, Home Bargains.
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, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
Category: Shopping · Type: Touchpoint
Demographics of Supermarket fans
| Metric | Value |
|---|---|
| Female | 62.7% |
| Male | 37.3% |
| Average age | 44.8 |
| Estimated audience size | 14,058,329 |
Audience persona
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.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 10,037,900 | 0.77× |
| South East | 2,198,156 | 1.16× |
| Scotland | 1,809,340 | 1.43× |
| East of England | 1,426,184 | 1.11× |
| Yorkshire and the Humber | 1,401,248 | 1.24× |
| South West | 1,140,587 | 0.99× |
| Wales | 988,194 | 1.23× |
| North West | 960,852 | 0.64× |
| East Midlands | 724,430 | 0.73× |
| West Midlands | 694,185 | 1.15× |
| North East | 532,814 | 0.97× |
| Northern Ireland | 246,838 | 0.57× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Morrisons | 2.4× | Food & Beverages |
| Matalan | 2.46× | Shopping |
| Lidl | 2.41× | Shopping |
| Aldi | 2.22× | Shopping |
| Home Bargains | 2.17× | Shopping |
| Asda | 1.88× | Shopping |
| Sainsbury's | 1.71× | Shopping |
| Waitrose | 1.63× | Shopping |
| Dunelm | 1.83× | Home & Garden |
| Superdrug | 1.74× | Shopping |
| Tesco | 1.57× | Shopping |
| Premier Inn | 1.69× | Travel & Leisure |
| Argos (retailer) | 1.61× | Shopping |
| Grocery store | 2.11× | Food & Beverages |
| Marks & Spencer | 1.55× | Shopping |
| J. D. Williams | 2.56× | Shopping |
| Poundland | 2.03× | Shopping |
| Discount stores | 1.61× | Shopping |
| Chain store | 2.24× | Shopping |
| Debenhams | 1.57× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Convenience Orientation | PREMIUM | 1.35 |
| Family Orientation | CONSERVATISM | 1.21 |
| Individualism | JOY | 1.13 |
| Creativity | OPEN | 1.11 |
| DIY Mentality | THRILL | 1.1 |
| Design Affinity | PREMIUM | 1.08 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.8% |
| Brazil | 6.3% |
| United Kingdom | 5.1% |
See Supermarket audiences in other countries
More Shopping audiences in United Kingdom
- Charitable organization (19,671,430)
- Bars (18,265,047)
- Concerts (18,153,370)
- Spas (17,922,851)
- Beauty salons (17,479,554)
Frequently asked questions
How many fans does Supermarket have in United Kingdom?
Supermarket has an estimated audience of 14,058,329 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Supermarket fans?
62.7% of Supermarket fans are female, 37.3% are male, with an average age of 44.8 years.
Which brands do Supermarket fans like most?
Supermarket fans show strongest brand affinity for Morrisons (2.4×), Matalan (2.46×), and Lidl (2.41×) over the country average.
Where do Supermarket fans live in United Kingdom?
Supermarket fans in United Kingdom are most concentrated in England (reach 10,037,900), South East (reach 2,198,156), and Scotland (reach 1,809,340). These three regions account for the largest share of the active audience.
What other brands do Supermarket fans also like?
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.
How to read this data
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.
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.