A data profile of the people who buy, follow and care about Waitrose in United Kingdom — modelled from more than twelve digital signal sources. Waitrose has an estimated audience of 16,907,956 people in United Kingdom.
The average Waitrose fan in United Kingdom is 42.8 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, New Look, Home decorating ideas, with strongest over-indexing on Dunelm (1.8× the country average).
Demographically, the Waitrose audience skews more female with an average age of 42.8, and over-indexes on personality traits such as Design Affinity, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Waitrose fan in United Kingdom is more female, around 42.8 years old, with strong Design Affinity tendencies and a notable affinity for Dunelm.
The key figures that characterise the Waitrose profile in United Kingdom.
65.2% are female, 34.8% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 65.2% |
| Male | 34.8% |
| Average age | 42.8 |
| Estimated audience size | 16,907,956 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 29% |
of the worldwide Waitrose audience comes from United Kingdom.
| Country | Share |
|---|---|
| United Kingdom | 89.2% |
| United Arab Emirates | 3.1% |
| China | 2.9% |
Where the Waitrose audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South East | ~4.5M | 1.92× | |
| 02 | England | ~13M | 1.66× | |
| 03 | East of England | ~2.5M | 1.46× | |
| 04 | South West | ~1.5M | 1.25× | |
| 05 | Wales | ~1M | 1.19× | |
| 06 | Scotland | ~1.5M | 1.04× | |
| 07 | West Midlands | ~700K | 0.94× | |
| 08 | East Midlands | ~900K | 0.77× | |
| 09 | Yorkshire and the Humber | ~1M | 0.72× | |
| 10 | North East | ~400K | 0.58× | |
| 11 | North West | ~700K | 0.36× | |
| 12 | Northern Ireland | ~80K | 0.16× |
The strongest cross-interests of the Waitrose audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Beauty tips | Beauty & Wellness | 2.68× | ||
| 02 | Oliver Bonas | Fashion & Accessoires | 2.22× | ||
| 03 | Architecture & Interior Design | Home & Garden | 2.18× | ||
| 04 | Home Interiors | Home & Garden | 2.17× | ||
| 05 | Health And Beauty | Beauty & Wellness | 1.99× | ||
| 06 | Unique Gifts | Shopping | 1.97× | ||
| 07 | Joules | Fashion & Accessoires | 1.96× | ||
| 08 | Beauty & Fashion | Beauty & Wellness | 1.87× | ||
| 09 | New Look | Fashion & Accessoires | 1.86× | ||
| 10 | Bohemian style | Fashion & Accessoires | 1.83× | ||
| 11 | Makeup Tutorials | Beauty & Wellness | 1.82× | ||
| 12 | Dunelm | Home & Garden | 1.80× | ||
| 13 | Home decorating ideas | Home & Garden | 1.76× | ||
| 14 | Home Renovations | Home & Garden | 1.76× | ||
| 15 | Architecture & Design | Business & Career | 1.73× | ||
| 16 | Home Interior Design | Home & Garden | 1.64× | ||
| 17 | Boho-chic | Fashion & Accessoires | 1.61× | ||
| 18 | H.O.M.E. | Home & Garden | 1.59× | ||
| 19 | Home Design | Home & Garden | 1.53× | ||
| 20 | Pet sitting | Pets & Animals | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.17× | |
| Individualism | JOY | 1.15× | |
| Luxury Orientation | PREMIUM | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.67× | |
| Need for Security | CONSERVATISM | 0.77× | |
| Spirituality | BALANCE | 0.78× |
Waitrose's target market in United Kingdom covers an estimated 16,907,956 people, concentrated in England and South East.
65.2% of the Waitrose audience are female, 34.8% are male, with an average age of 42.8 years.
Waitrose fans show strongest brand affinity for Dunelm (1.8×), New Look (1.86×), and Home decorating ideas (1.76×) over the country average.
Waitrose fans in United Kingdom are most concentrated in England (reach ~13M), South East (reach ~4.5M), and East of England (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Waitrose itself, the audience over-indexes on New Look (1.86×), Home decorating ideas (1.76×), Health And Beauty (1.99×), and Architecture & Design (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 Waitrose. 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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