Rascasse Audience Intelligence

Kaufland Target Market in Germany

Kaufland has an estimated audience of 17.5M people in Germany.

#5among Supermarket in Germany
#9among brands in Germany
#12in Shopping

The average Kaufland fan in Germany is 42.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

By number of fans, Kaufland ranks #5 among the 221 objects in Supermarket in Germany — 129.7× the group median.

Its fans are 3.8 years older than the group average of 38.8.

Women make up 59.2% of the fan base, 1.5 percentage points fewer than the group average.

Compared with the other 220 objects in Supermarket, Kaufland fans stand out for their interest in Globus Baumarkt, Vodafone and Sparkasse.

Most fans live in Nordrhein-Westfalen, Baden-Württemberg, Bayern.

Top affinities include Globus Baumarkt, Mix Markt, Vodafone, with strongest over-indexing on Globus Baumarkt (3.55× the country average).

Demographically, the Kaufland audience skews more female with an average age of 42.6, and over-indexes on personality traits such as DIY Mentality, Social Media Usage.

The typical Kaufland fan in Germany is more female, around 42.6 years old, with strong DIY Mentality tendencies and a notable affinity for Globus Baumarkt.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
17.5M
in Germany
Gender
59.2%♀
40.8% male
Age
42.6
average years
Country rank
#90
among all objects in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Kaufland

59.2% are female, 40.8% are male, average age 42.6.

Fig. 02

Gender split

59.2%
Female
40.8%
Male
Demographic split for Kaufland audience in Germany
MetricValue
Female59.2%
Male40.8%
Average age42.6
Estimated audience size17.5M
Fig. 03

Age distribution

Ø 42.6
average years
Age distribution of the Kaufland audience in Germany
Age bracketShare%
16-2411%
25-3418%
35-4423%
45-5427%
55+22%
Fig. 04

Worldwide distribution

41.1%

of the worldwide Kaufland audience comes from Germany.

Worldwide audience distribution share by country for Kaufland
CountryShare
Germany41.1%
Poland16.4%
Romania12.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Kaufland customers by region in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~600K1.32×
02Sachsen~1M1.24×
03Brandenburg~700K1.21×
04Berlin~900K1.20×
05Thüringen~500K1.16×
06Baden-Württemberg~2.5M1.12×
07Nordrhein-Westfalen~4M1.06×
08Mecklenburg-Vorpommern~300K0.95×
09Niedersachsen~1.5M0.92×
10Saarland~200K0.92×
11Rheinland-Pfalz~800K0.91×
12Bremen~100K0.89×
13Bayern~2.5M0.87×
14Hamburg~300K0.83×
15Hessen~1M0.74×
16Schleswig-Holstein~400K0.68×
Fig. 06

Affinity by region

Affinity by region — Kaufland, Germany
0.68×1.00×1.32×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Kaufland audience vs. the country average
#·InterestCategoryAffinity×
01Globus BaumarktShopping3.55×
02Mix MarktShopping3.25×
03VodafoneTechnology & Electronics2.76×
04EdekaShopping2.75×
05SparkasseBusiness & Career2.69×
06AldiShopping2.61×
07RossmannShopping2.38×
08DeichmannShopping2.34×
09Burger KingFood & Beverages2.27×
10LidlShopping2.26×
11REWEShopping2.17×
12Amazon.comShopping2.15×
13TK MaxxShopping2.13×
14Mobile appTechnology & Electronics2.04×
15EBayShopping2.00×
16Obi (store)Shopping1.97×
17Deutsche BahnCars & Mobility1.97×
18BildNews1.87×
19EuropeTravel & Leisure1.73×
20Discount storesShopping1.64×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Kaufland audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Kaufland audience vs. the country average · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.37×
Social Media UsageJOY1.26×
Quality AwarenessPREMIUM1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Kaufland audience vs. the country average · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.34×
Design AffinityPREMIUM0.52×
IndividualismJOY0.56×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in Germany

Related rankings

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in Kaufland over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/de/kaufland-19059” · Methodology