Rascasse Audience Intelligence

Sainsbury's Target Market in United Kingdom

Sainsbury's has an estimated audience of 17M people in United Kingdom.

#3among Supermarket in United Kingdom
#7among brands in United Kingdom
#10in Shopping

The average Sainsbury's fan in United Kingdom is 43.3 years old, more female, and lives primarily in South East.

By number of fans, Sainsbury's ranks #3 among the 196 objects in Supermarket in United Kingdom — 237.6× the group median.

Its fans are 2.7 years older than the group average of 40.6.

Women make up 66.2% of the fan base, 2.7 percentage points more than the group average.

Compared with the other 195 objects in Supermarket, Sainsbury's fans stand out for their interest in Architecture & Interior Design, Home Interiors and Soho House (club).

Most fans live in South East, East of England, West Midlands.

Top affinities include George at Asda, Architecture & Interior Design, Home Interiors, with strongest over-indexing on George at Asda (1.96× the country average).

Demographically, the Sainsbury's audience skews more female with an average age of 43.3, and over-indexes on personality traits such as Individualism, Design Affinity.

The typical Sainsbury's fan in United Kingdom is more female, around 43.3 years old, with strong Individualism tendencies and a notable affinity for George at Asda.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
17M
in United Kingdom
Gender
66.2%♀
33.8% male
Age
43.3
average years
Country rank
#169
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Sainsbury's

66.2% are female, 33.8% are male, average age 43.3.

Fig. 02

Gender split

66.2%
Female
33.8%
Male
Demographic split for Sainsbury's audience in United Kingdom
MetricValue
Female66.2%
Male33.8%
Average age43.3
Estimated audience size17M
Fig. 03

Age distribution

Ø 43.3
average years
Age distribution of the Sainsbury's audience in United Kingdom
Age bracketShare%
16-2411%
25-3419%
35-4419%
45-5422%
55+28%
Fig. 04

Worldwide distribution

55.1%

of the worldwide Sainsbury's audience comes from United Kingdom.

Worldwide audience distribution share by country for Sainsbury's
CountryShare
United Kingdom55.1%
United States15.8%
China4.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United Kingdom average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Sainsbury's customers by region in United Kingdom
#RegionReachAffinity×
01South East~3M1.34×
02West Midlands~2M1.26×
03East of England~2M1.24×
04Scotland~1.5M1.09×
05Yorkshire and the Humber~1.5M1.03×
06South West~1.5M1.02×
07Wales~800K1.02×
08North East~600K0.92×
09Northern Ireland~400K0.89×
10East Midlands~900K0.70×
11North West~900K0.49×
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 Sainsbury's audience vs. the country average
#·InterestCategoryAffinity×
01George at AsdaShopping1.96×
02Architecture & Interior DesignHome & Garden1.83×
03Home InteriorsHome & Garden1.80×
04Soho House (club)Business & Career1.79×
05JoulesFashion & Accessoires1.73×
06Online flower deliveryHome & Garden1.68×
07Baby toysKids & Family1.68×
08DIY & Craft IdeasHome & Garden1.67×
09Beauty tipsBeauty & Wellness1.64×
10DezeenHome & Garden1.64×
11New KidsMovies & TV1.62×
12Hello BabyKids & Family1.61×
13DunelmHome & Garden1.60×
14Unique GiftsShopping1.58×
15Personalised GiftsHome & Garden1.58×
16PineappleFood & Beverages1.56×
17Creative CraftsHome & Garden1.56×
18Oliver BonasFashion & Accessoires1.55×
19Nectar loyalty cardShopping1.54×
20Carter'sFashion & Accessoires1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Sainsbury's audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Sainsbury's audience vs. the country average · What stands out
TraitClusterDeviationScore
IndividualismJOY1.11×
Design AffinityPREMIUM1.05×
CreativityOPEN1.04×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Sainsbury's audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.80×
Early Adopter MentalityPOWER0.87×
Risk AppetiteTHRILL0.88×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in United Kingdom

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Sainsbury's 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/gb/sainsburys-10250” · Methodology