Rascasse Audience Intelligence

Penny Target Market in Germany

Penny has an estimated audience of 9.9M people in Germany.

#8among Supermarket in Germany
#64among brands in Germany
#32in Shopping

The average Penny fan in Germany is 41.3 years old, balanced, and lives primarily in Nordrhein-Westfalen.

By number of fans, Penny ranks #8 among the 224 objects in Supermarket in Germany — 75.6× the group median.

Its fans are 2.6 years older than the group average of 38.7.

Women make up 53.0% of the fan base, 7.9 percentage points fewer than the group average.

Compared with the other 223 objects in Supermarket, Penny fans stand out for their interest in Bedroom furniture, Esso and Western Union.

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

Top affinities include Bedroom furniture, Woolworths, Netto Marken-Discount, with strongest over-indexing on Bedroom furniture (4.47× the country average).

Demographically, the Penny audience skews balanced with an average age of 41.3, and over-indexes on personality traits such as Price Sensitivity, Indulgence.

The typical Penny fan in Germany is balanced, around 41.3 years old, with strong Price Sensitivity tendencies and a notable affinity for Bedroom furniture.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
9.9M
in Germany
Gender
53.0%♀
47.0% male
Age
41.3
average years
Country rank
#336
among all objects in Germany
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Penny

53.0% are female, 47.0% are male, average age 41.3.

Fig. 02

Gender split

53.0%
Female
47.0%
Male
Demographic split for Penny audience in Germany
MetricValue
Female53.0%
Male47.0%
Average age41.3
Estimated audience size9.9M
Fig. 03

Age distribution

Ø 41.3
average years
Age distribution of the Penny audience in Germany
Age bracketShare%
16-2417%
25-3417%
35-4421%
45-5424%
55+21%
Fig. 04

Worldwide distribution

84.2%

of the worldwide Penny audience comes from Germany.

Worldwide audience distribution share by country for Penny
CountryShare
Germany84.2%
Italy7.2%
Austria4.4%
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

Penny customers by region in Germany
#RegionReachAffinity×
01Hamburg~400K1.87×
02Bremen~100K1.26×
03Schleswig-Holstein~400K1.25×
04Baden-Württemberg~1.5M1.13×
05Mecklenburg-Vorpommern~200K1.10×
06Rheinland-Pfalz~500K1.02×
07Berlin~400K1.01×
08Nordrhein-Westfalen~2M1.00×
09Niedersachsen~900K0.98×
10Sachsen~500K0.95×
11Sachsen-Anhalt~200K0.94×
12Hessen~700K0.93×
13Brandenburg~200K0.81×
14Bayern~1M0.78×
15Thüringen~100K0.54×
16Saarland~60K0.46×
Fig. 06

Affinity by region

Affinity by region — Penny, Germany
0.46×1.00×1.87×
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 Penny audience vs. the country average
#·InterestCategoryAffinity×
01Bedroom furnitureHome & Garden4.47×
02WoolworthsShopping3.15×
03Netto Marken-DiscountShopping3.08×
04EssoCars & Mobility2.83×
05REWEShopping2.82×
06Western UnionBusiness & Career2.62×
07AldiShopping2.39×
08VacationsTravel & Leisure2.29×
09NatureHome & Garden2.28×
10KiKShopping2.13×
11BiologyHealth2.12×
12KauflandShopping1.98×
13EmailTechnology & Electronics1.97×
14FamilyKids & Family1.95×
15VolunteeringPolitics & Society1.89×
16FocusNews1.80×
17DüsseldorfTravel & Leisure1.65×
18SupermarketShopping1.56×
19TattoosFashion & Accessoires1.53×
20German languagePolitics & Society1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Penny audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Penny audience vs. the country average · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.35×
IndulgenceJOY1.26×
Need for SecurityCONSERVATISM1.23×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Penny audience vs. the country average · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.84×
Pet OwnershipJOY0.86×
Sports ActivityPOWER0.86×
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 Penny 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
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/de/penny-10010247” · Methodology