Tesco Audience in United Kingdom
Tesco has an estimated audience of 17,080,412 people in United Kingdom. 66.4% are female, 33.6% are male, average age 43.0. Top regions: England, South East, East of England. Top brand affinities: Asda, Morrisons, Dunelm, Very (online retailer), Sainsbury's.
The average Tesco fan in United Kingdom is 43.0 years old, more female, and lives primarily in England. The audience is concentrated in England, South East, East of England. Top brand affinities include Asda, Morrisons, Dunelm, with strongest over-indexing on Asda (1.86× the country average). Demographically, the Tesco audience skews more female with an average age of 43.0, and over-indexes on personality traits such as Individualism, Convenience Orientation. 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 Tesco fans
| Metric | Value |
|---|---|
| Female | 66.4% |
| Male | 33.6% |
| Average age | 43.0 |
| Estimated audience size | 17,080,412 |
Audience persona
The typical Tesco fan in United Kingdom is more female, around 43.0 years old, with strong Individualism tendencies and a notable affinity for Asda.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 11,619,773 | 0.73× |
| South East | 2,476,632 | 1.08× |
| East of England | 2,200,045 | 1.41× |
| Yorkshire and the Humber | 1,556,248 | 1.13× |
| Scotland | 1,512,042 | 0.98× |
| Wales | 1,200,154 | 1.23× |
| South West | 1,161,986 | 0.83× |
| East Midlands | 1,031,138 | 0.86× |
| West Midlands | 965,669 | 1.32× |
| North West | 809,729 | 0.44× |
| North East | 616,979 | 0.93× |
| Northern Ireland | 553,543 | 1.05× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Asda | 1.86× | Shopping |
| Morrisons | 1.82× | Food & Beverages |
| Dunelm | 2.03× | Home & Garden |
| Very (online retailer) | 1.68× | |
| Sainsbury's | 1.7× | Shopping |
| Matalan | 1.79× | Shopping |
| Superdrug | 1.77× | Shopping |
| Waitrose | 1.54× | Shopping |
| Lidl | 1.59× | Shopping |
| Home Bargains | 1.57× | Shopping |
| New Look | 1.68× | Fashion & Accessoires |
| J. D. Williams | 1.89× | Shopping |
| Home decorating ideas | 1.64× | Home & Garden |
| Architecture & Design | 1.64× | Business & Career |
| Home Interior Design | 1.56× | Home & Garden |
| Mecca Bingo | 1.6× | Games |
| Infant clothing | 1.65× | Kids & Family |
| Littlewoods | 1.87× | Business & Career |
| Oliver Bonas | 2.11× | Fashion & Accessoires |
| Gift card | 1.62× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Individualism | JOY | 1.21 |
| Convenience Orientation | PREMIUM | 1.21 |
| Family Orientation | CONSERVATISM | 1.16 |
| Indulgence | JOY | 1.06 |
| Price Sensitivity | PREMIUM | 1.03 |
| Creativity | OPEN | 1.02 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 38.1% |
| Hungary | 10.1% |
| United States | 6.9% |
See Tesco audiences in other countries
More Supermarket audiences in United Kingdom
- Aldi (17,402,911)
- Sainsbury's (17,001,836)
- Waitrose (16,907,957)
- Asda (16,828,370)
- Argos (retailer) (15,492,901)
Frequently asked questions
How many fans does Tesco have in United Kingdom?
Tesco has an estimated audience of 17,080,412 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Tesco fans?
66.4% of Tesco fans are female, 33.6% are male, with an average age of 43.0 years.
Which brands do Tesco fans like most?
Tesco fans show strongest brand affinity for Asda (1.86×), Morrisons (1.82×), and Dunelm (2.03×) over the country average.
Where do Tesco fans live in United Kingdom?
Tesco fans in United Kingdom are most concentrated in England (reach 11,619,773), South East (reach 2,476,632), and East of England (reach 2,200,045). These three regions account for the largest share of the active audience.
What other brands do Tesco fans also like?
Beyond Tesco itself, the audience over-indexes on Morrisons (1.82×), Dunelm (2.03×), Very (online retailer) (1.68×), and Sainsbury's (1.7×) 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 Tesco. 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.