Esselunga Target Market in Italy
Esselunga has an estimated audience of 18,817,519 people in Italy. 64.5% are female, 35.5% are male, average age 44.2. Top regions: Lombardy, Emilia-Romagna, Piedmont. Top brand affinities: Carrefour Market, Online grocer, Shopping cart, Real estate economics, Loyalty program.
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 LGBTQ+ Identity, Pet Ownership. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Supermarket
Customer demographics of Esselunga
| Metric | Value |
|---|---|
| Female | 64.5% |
| Male | 35.5% |
| Average age | 44.2 |
| Estimated audience size | 18,817,519 |
Audience persona
The typical Esselunga fan in Italy is more female, around 44.2 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Carrefour Market.
Esselunga customers by region in Italy
| Region | Reach | Affinity |
|---|---|---|
| Lombardy | ~8M | 4.92× |
| Emilia-Romagna | ~3.5M | 2.32× |
| Piedmont | ~3M | 2.31× |
| Tuscany | ~3M | 3.83× |
| Lazio | ~2M | 0.82× |
| Veneto | ~1M | 0.83× |
| Liguria | ~1M | 2.02× |
| Campania | ~400K | 0.19× |
| Sicilia | ~300K | 0.2× |
| Puglia | ~300K | 0.22× |
| Trentino-Alto Adige/Südtirol | ~200K | 0.44× |
| Calabria | ~100K | 0.22× |
| Marche | ~100K | 0.26× |
| Sardinia | ~100K | 0.21× |
| Umbria | ~100K | 0.32× |
| Friuli-Venezia Giulia | ~90K | 0.26× |
| Abruzzo | ~90K | 0.22× |
| Basilicata | ~50K | 0.27× |
| Molise | ~30K | 0.35× |
| Aosta Valley | ~20K | 0.48× |
Top brand affinities of the Esselunga audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Carrefour Market | 1.65× | Shopping |
| Online grocer | 2.72× | Shopping |
| Shopping cart | 1.59× | Fashion & Accessoires |
| Real estate economics | 1.75× | Business & Career |
| Loyalty program | 1.7× | Shopping |
| AmazonFresh | 2.84× | Shopping |
| Luciano Pavarotti | 1.87× | Music & Radio |
| Malpensa Airport | 1.59× | Travel & Leisure |
| Molotov (band) | 2.93× | Music & Radio |
| Jollibee | 1.71× | Food & Beverages |
| Al Ahly SC | 1.7× | Sports |
| Linate Airport | 2.07× | Travel & Leisure |
| HESPRESS | 1.76× | News |
| Super Smash Bros. Brawl | 1.87× | Games |
| National University of San Marcos | 1.63× | Business & Career |
| Aesop | 2× | Beauty & Wellness |
| University of Insubria | 2.1× | Business & Career |
| Guayaquil | 1.52× | Travel & Leisure |
| Trujillo, Peru | 1.66× | Travel & Leisure |
| Vehicle for hire | 1.51× | Cars & Mobility |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 0.87 |
| Pet Ownership | JOY | 0.87 |
| Indulgence | JOY | 0.84 |
| Healthy Lifestyle | BALANCE | 0.81 |
| Convenience Orientation | PREMIUM | 0.8 |
| Family Orientation | CONSERVATISM | 0.79 |
Worldwide distribution
| Country | Share |
|---|---|
| Italy | 90.4% |
| United States | 1.5% |
| Germany | 0.8% |
See Esselunga audiences in other countries
More Supermarket audiences in Italy
- Conad (18,084,151)
- Lidl (16,688,411)
- Carrefour (8,482,537)
- Carrefour Express (7,528,026)
- Argos (retailer) (7,406,922)
Frequently asked questions
Who is Esselunga's target market in Italy?
Esselunga's target market in Italy covers an estimated 18,817,519 people, concentrated in Lombardy and Emilia-Romagna.
What is the gender split and age of Esselunga customers?
64.5% of the Esselunga audience are female, 35.5% are male, with an average age of 44.2 years.
Which brands do Esselunga fans like most?
Esselunga fans show strongest brand affinity for Carrefour Market (1.65×), Online grocer (2.72×), and Shopping cart (1.59×) over the country average.
Where do Esselunga fans live in Italy?
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.
What other brands do Esselunga fans also like?
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.
How to read this data
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.
About this audience profile
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.