A data profile of the people who buy, follow and care about Esselunga in Italy — modelled from more than twelve digital signal sources. Esselunga has an estimated audience of 18,817,519 people in Italy.
The average Esselunga fan in Italy is 44.2 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Emilia-Romagna, Piedmont.
Top brand affinities include Carrefour Market, Online grocer, Shopping cart, with strongest over-indexing on Carrefour Market (1.65× the country average).
Demographically, the Esselunga audience skews more female with an average age of 44.2, and over-indexes on personality traits such as Pet Ownership, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Esselunga fan in Italy is more female, around 44.2 years old, with strong Pet Ownership tendencies and a notable affinity for Carrefour Market.
The key figures that characterise the Esselunga profile in Italy.
64.5% are female, 35.5% are male, average age 44.2.
| Metric | Value |
|---|---|
| Female | 64.5% |
| Male | 35.5% |
| Average age | 44.2 |
| Estimated audience size | 18,817,519 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 14% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 32% |
of the worldwide Esselunga audience comes from Italy.
| Country | Share |
|---|---|
| Italy | 90.4% |
| United States | 1.5% |
| Germany | 0.8% |
Where the Esselunga audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~8M | 4.92× | |
| 02 | Tuscany | ~3M | 3.83× | |
| 03 | Emilia-Romagna | ~3.5M | 2.32× | |
| 04 | Piedmont | ~3M | 2.31× | |
| 05 | Liguria | ~1M | 2.02× | |
| 06 | Veneto | ~1M | 0.83× | |
| 07 | Lazio | ~2M | 0.82× | |
| 08 | Aosta Valley | ~20K | 0.48× | |
| 09 | Trentino-Alto Adige/Südtirol | ~200K | 0.44× | |
| 10 | Molise | ~30K | 0.35× | |
| 11 | Umbria | ~100K | 0.32× | |
| 12 | Basilicata | ~50K | 0.27× | |
| 13 | Marche | ~100K | 0.26× | |
| 14 | Friuli-Venezia Giulia | ~90K | 0.26× | |
| 15 | Puglia | ~300K | 0.22× | |
| 16 | Calabria | ~100K | 0.22× | |
| 17 | Abruzzo | ~90K | 0.22× | |
| 18 | Sardinia | ~100K | 0.21× | |
| 19 | Sicilia | ~300K | 0.20× | |
| 20 | Campania | ~400K | 0.19× |
The strongest cross-interests of the Esselunga audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Molotov (band) | Music & Radio | 2.93× | ||
| 02 | AmazonFresh | Shopping | 2.84× | ||
| 03 | Online grocer | Shopping | 2.72× | ||
| 04 | University of Insubria | Business & Career | 2.10× | ||
| 05 | Linate Airport | Travel & Leisure | 2.07× | ||
| 06 | Aesop | Beauty & Wellness | 2.00× | ||
| 07 | Luciano Pavarotti | Music & Radio | 1.87× | ||
| 08 | Super Smash Bros. Brawl | Games | 1.87× | ||
| 09 | HESPRESS | News | 1.76× | ||
| 10 | Real estate economics | Business & Career | 1.75× | ||
| 11 | Jollibee | Food & Beverages | 1.71× | ||
| 12 | Loyalty program | Shopping | 1.70× | ||
| 13 | Al Ahly SC | Sports | 1.70× | ||
| 14 | Trujillo, Peru | Travel & Leisure | 1.66× | ||
| 15 | Carrefour Market | Shopping | 1.65× | ||
| 16 | National University of San Marcos | Business & Career | 1.63× | ||
| 17 | Shopping cart | Fashion & Accessoires | 1.59× | ||
| 18 | Malpensa Airport | Travel & Leisure | 1.59× | ||
| 19 | Guayaquil | Travel & Leisure | 1.52× | ||
| 20 | Vehicle for hire | Cars & Mobility | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.87× | |
| Indulgence | JOY | 0.84× | |
| Healthy Lifestyle | BALANCE | 0.81× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 0.61× | |
| Tradition | CONSERVATISM | 0.61× | |
| Individualism | JOY | 0.63× |
Esselunga's target market in Italy covers an estimated 18,817,519 people, concentrated in Lombardy and Emilia-Romagna.
64.5% of the Esselunga audience are female, 35.5% are male, with an average age of 44.2 years.
Esselunga fans show strongest brand affinity for Carrefour Market (1.65×), Online grocer (2.72×), and Shopping cart (1.59×) over the country average.
Esselunga fans in Italy are most concentrated in Lombardy (reach ~8M), Emilia-Romagna (reach ~3.5M), and Piedmont (reach ~3M). These three regions account for the largest share of the active audience.
Beyond Esselunga itself, the audience over-indexes on Online grocer (2.72×), Shopping cart (1.59×), Real estate economics (1.75×), and Loyalty program (1.7×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Esselunga. 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 Italy. 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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