A data profile of the people who buy, follow and care about Mercadona in Portugal — modelled from more than twelve digital signal sources. Mercadona has an estimated audience of 4,582,476 people in Portugal.
The average Mercadona fan in Portugal is 45.5 years old, more female, and lives primarily in Porto District.
The audience is concentrated in Porto District, Lisbon District, Braga District.
Top brand affinities include OLX, Lidl, Auchan, with strongest over-indexing on OLX (1.81× the country average).
Demographically, the Mercadona audience skews more female with an average age of 45.5, and over-indexes on personality traits such as Price Sensitivity, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Mercadona fan in Portugal is more female, around 45.5 years old, with strong Price Sensitivity tendencies and a notable affinity for OLX.
The key figures that characterise the Mercadona profile in Portugal.
70.3% are female, 29.7% are male, average age 45.5.
| Metric | Value |
|---|---|
| Female | 70.3% |
| Male | 29.7% |
| Average age | 45.5 |
| Estimated audience size | 4,582,476 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 13% | |
| 30-39 | 17% | |
| 40-49 | 27% | |
| 50+ | 35% |
Where the Mercadona audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Porto District | ~1.5M | 2.78× | |
| 02 | Santarém District | ~400K | 2.78× | |
| 03 | Braga District | ~700K | 2.02× | |
| 04 | Aveiro District | ~500K | 1.49× | |
| 05 | Viana do Castelo District | ~200K | 1.49× | |
| 06 | Coimbra District | ~300K | 1.48× | |
| 07 | Leiria District | ~300K | 1.34× | |
| 08 | Setúbal District | ~600K | 1.26× | |
| 09 | Évora District | ~100K | 1.20× | |
| 10 | Lisbon District | ~1.5M | 1.10× | |
| 11 | Viseu District | ~200K | 1.02× | |
| 12 | Faro District | ~200K | 0.71× | |
| 13 | Guarda District | ~40K | 0.68× | |
| 14 | Vila Real District | ~50K | 0.59× | |
| 15 | Portalegre District | ~20K | 0.48× | |
| 16 | Castelo Branco District | ~40K | 0.46× | |
| 17 | Beja District | ~30K | 0.40× | |
| 18 | Bragança District | ~20K | 0.40× | |
| 19 | Azores | ~20K | 0.19× | |
| 20 | Madeira | ~20K | 0.18× |
The strongest cross-interests of the Mercadona audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Showroomprive | Fashion & Accessoires | 2.33× | ||
| 02 | Health And Beauty | Beauty & Wellness | 2.21× | ||
| 03 | Child development | Business & Career | 2.13× | ||
| 04 | Aldi | Shopping | 1.94× | ||
| 05 | Decoration | Home & Garden | 1.92× | ||
| 06 | Auchan | Shopping | 1.86× | ||
| 07 | La Redoute | Shopping | 1.86× | ||
| 08 | Embroidery | Home & Garden | 1.83× | ||
| 09 | OLX | Shopping | 1.81× | ||
| 10 | Conforama | Home & Garden | 1.78× | ||
| 11 | Architecture & Design | Business & Career | 1.76× | ||
| 12 | Party dress | Fashion & Accessoires | 1.72× | ||
| 13 | Lidl | Shopping | 1.63× | ||
| 14 | Intermarché | Shopping | 1.62× | ||
| 15 | Rural tourism | Travel & Leisure | 1.62× | ||
| 16 | Primark | Shopping | 1.61× | ||
| 17 | Fnac | Shopping | 1.60× | ||
| 18 | Leroy Merlin | Shopping | 1.55× | ||
| 19 | El Corte Inglés | Shopping | 1.52× | ||
| 20 | Zara | Shopping | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.27× | |
| Design Affinity | PREMIUM | 1.20× | |
| Individualism | JOY | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.79× | |
| Patriotism | CONSERVATISM | 0.81× | |
| Career Orientation | POWER | 0.83× |
Mercadona's target market in Portugal covers an estimated 4,582,476 people, concentrated in Porto District and Lisbon District.
70.3% of the Mercadona audience are female, 29.7% are male, with an average age of 45.5 years.
Mercadona fans show strongest brand affinity for OLX (1.81×), Lidl (1.63×), and Auchan (1.86×) over the country average.
Mercadona fans in Portugal are most concentrated in Porto District (reach ~1.5M), Lisbon District (reach ~1.5M), and Braga District (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Mercadona itself, the audience over-indexes on Lidl (1.63×), Auchan (1.86×), Fnac (1.6×), and El Corte Inglés (1.52×) compared to the Portugal average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Portugal who actively search for Mercadona. 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 Portugal. 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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