Waitrose Audience in United Kingdom
Waitrose has an estimated audience of 15,842,952 people in United Kingdom. 65.2% are female, 34.8% are male, average age 42.8. Top regions: England, South East, East of England. Top brand affinities: Dunelm, New Look, Home decorating ideas, Health And Beauty, Architecture & Design.
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, Quality Awareness. 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 Waitrose fans
| Metric | Value |
|---|---|
| Female | 65.2% |
| Male | 34.8% |
| Average age | 42.8 |
| Estimated audience size | 15,842,952 |
Audience persona
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.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 12,680,968 | 1.66× |
| South East | 4,369,127 | 1.92× |
| East of England | 2,254,933 | 1.46× |
| South West | 1,732,498 | 1.25× |
| Scotland | 1,582,540 | 1.04× |
| Wales | 1,145,600 | 1.19× |
| Yorkshire and the Humber | 978,896 | 0.72× |
| East Midlands | 920,616 | 0.77× |
| West Midlands | 684,179 | 0.94× |
| North West | 646,550 | 0.36× |
| North East | 377,445 | 0.57× |
| Northern Ireland | 59,786 | 0.12× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Dunelm | 1.8× | Home & Garden |
| New Look | 1.86× | Fashion & Accessoires |
| Home decorating ideas | 1.76× | Home & Garden |
| Health And Beauty | 1.99× | Beauty & Wellness |
| Architecture & Design | 1.73× | Business & Career |
| Home Interior Design | 1.64× | Home & Garden |
| Home Interiors | 2.17× | Home & Garden |
| Beauty tips | 2.68× | Beauty & Wellness |
| Oliver Bonas | 2.22× | Fashion & Accessoires |
| Home Design | 1.53× | Home & Garden |
| Architecture & Interior Design | 2.18× | Home & Garden |
| Makeup Tutorials | 1.82× | Beauty & Wellness |
| Pet sitting | 1.51× | Pets & Animals |
| Beauty & Fashion | 1.87× | Beauty & Wellness |
| Unique Gifts | 1.97× | Shopping |
| Home Renovations | 1.76× | Home & Garden |
| Bohemian style | 1.83× | Fashion & Accessoires |
| Joules | 1.96× | Fashion & Accessoires |
| Boho-chic | 1.61× | Fashion & Accessoires |
| Luxury Lifestyle | 1.6× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.38 |
| Quality Awareness | PREMIUM | 1.22 |
| Sustainability | BALANCE | 1.19 |
| Individualism | JOY | 1.18 |
| DIY Mentality | THRILL | 1.18 |
| Luxury Orientation | PREMIUM | 1.16 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 91.6% |
| China | 3.2% |
| United Arab Emirates | 2.4% |
See Waitrose audiences in other countries
More Supermarket audiences in United Kingdom
- Aldi (17,402,911)
- Tesco (17,080,413)
- Sainsbury's (17,001,836)
- Asda (16,828,370)
- Argos (retailer) (15,492,901)
Frequently asked questions
How many fans does Waitrose have in United Kingdom?
Waitrose has an estimated audience of 15,842,952 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Waitrose fans?
65.2% of Waitrose fans are female, 34.8% are male, with an average age of 42.8 years.
Which brands do Waitrose fans like most?
Waitrose fans show strongest brand affinity for Dunelm (1.8×), New Look (1.86×), and Home decorating ideas (1.76×) over the country average.
Where do Waitrose fans live in United Kingdom?
Waitrose fans in United Kingdom are most concentrated in England (reach 12,680,968), South East (reach 4,369,127), and East of England (reach 2,254,933). These three regions account for the largest share of the active audience.
What other brands do Waitrose fans also like?
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.
How to read this data
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.
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.