Rascasse Audience Intelligence

Wegmans Target Market in United States

A data profile of the people who buy, follow and care about Wegmans in United States — modelled from more than twelve digital signal sources. Wegmans has an estimated audience of 17,109,844 people in United States.

#12among Supermarket in United States#196among Brand in United States#74in Shopping

The average Wegmans fan in United States is 41.8 years old, more female, and lives primarily in New York.

The audience is concentrated in New York, Pennsylvania, Virginia.

Top brand affinities include Food Lion, Harris Teeter, Acme Markets, with strongest over-indexing on Food Lion (10.06× the country average).

Demographically, the Wegmans audience skews more female with an average age of 41.8, and over-indexes on personality traits such as Healthy Lifestyle, Mindfulness.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Wegmans fan in United States is more female, around 41.8 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Food Lion.

Category: Shopping · Type: Brand · Subtype: Supermarket

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Wegmans profile in United States.

Audience size
17.1M
in United States
Gender
63.0%♀
37.0% male
Age
41.8
average years
Country rank
#1995
Brand in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Wegmans

63.0% are female, 37.0% are male, average age 41.8.

Fig. 02

Gender split

63.0%
Female
37.0%
Male
Demographic split for Wegmans audience in United States
MetricValue
Female63.0%
Male37.0%
Average age41.8
Estimated audience size17,109,844
Fig. 03

Age distribution

Ø 41.8
average years
Age distribution of the Wegmans audience in United States
Age bracketShare%
16-1915%
20-2916%
30-3919%
40-4922%
50+27%
Fig. 04

Worldwide distribution

93.8%

of the worldwide Wegmans audience comes from United States.

Worldwide audience distribution share by country for Wegmans
CountryShare
United States93.8%
Japan0.8%
China0.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Wegmans audience in United States is strongest.

Fig. 05

Top regions by affinity

Wegmans customers by region in United States
#RegionReachAffinity×
01Virginia~3M7.36×
02Maryland~2M6.69×
03New York~6M6.20×
04Pennsylvania~3M5.43×
05New Jersey~2M4.70×
06Delaware~200K4.53×
07Massachusetts~1.5M4.29×
08Washington, District of Columbia~200K4.29×
09North Carolina~1M2.23×
10Connecticut~200K1.42×
11New Hampshire~30K0.45×
12Rhode Island~20K0.44×
13West Virginia~30K0.37×
14Vermont~10K0.33×
15South Dakota~10K0.32×
16Alaska~10K0.32×
17North Dakota~10K0.31×
18Maine~10K0.24×
19Montana~10K0.24×
20South Carolina~50K0.21×
21Idaho~10K0.17×
22Hawaii~10K0.17×
23New Mexico~10K0.16×
24Ohio~80K0.15×
25Mississippi~20K0.15×
26Nebraska~10K0.15×
27Georgia~70K0.14×
28Florida~200K0.13×
29Arkansas~20K0.13×
30Tennessee~40K0.12×
31Kentucky~20K0.12×
32Iowa~20K0.12×
33Kansas~20K0.12×
34Colorado~30K0.11×
35Louisiana~20K0.11×
36Oklahoma~20K0.11×
37Nevada~20K0.11×
38Utah~20K0.11×
39Illinois~50K0.10×
40Michigan~40K0.10×
41Indiana~30K0.10×
42Alabama~20K0.10×
43Oregon~20K0.10×
44Arizona~30K0.09×
45Washington~30K0.09×
46Missouri~20K0.09×
47Wisconsin~20K0.09×
48Minnesota~20K0.09×
49California~100K0.07×
50Texas~100K0.07×
Fig. 06

Affinity by region

Affinity by region — Wegmans, United States
0.07×1.00×7.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Wegmans audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wegmans audience
#·InterestCategoryAffinity×
01Sofia BoutellaMovies & TV17.29×
02PriceRiteShopping17.20×
03Food52Food & Beverages12.99×
04Acme MarketsShopping12.34×
05Harris TeeterShopping12.19×
06Market basketShopping10.66×
07RousesShopping10.22×
08Food LionShopping10.06×
09Stop & ShopShopping9.94×
10Weis MarketsShopping8.69×
11RalphsShopping7.43×
12HelloFreshShopping7.25×
13DeMoulas Market BasketBusiness & Career6.88×
14ShopRite (United States)Food & Beverages6.11×
15AlbertsonsShopping5.32×
16PublixShopping4.95×
17Sprouts Farmers MarketShopping4.19×
18KrogerFood & Beverages3.29×
19Trader Joe'sShopping2.76×
20AldiShopping2.62×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wegmans audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Wegmans audience · What stands out
TraitClusterDeviationScore
Healthy LifestyleBALANCE1.41×
MindfulnessBALANCE1.41×
IndulgenceJOY1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wegmans audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.97×
Social Media UsageJOY0.99×
TraditionCONSERVATISM1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Wegmans's target market in United States?

Wegmans's target market in United States covers an estimated 17,109,844 people, concentrated in New York and Pennsylvania.

02

What is the gender split and age of Wegmans customers?

63.0% of the Wegmans audience are female, 37.0% are male, with an average age of 41.8 years.

03

Which brands do Wegmans fans like most?

Wegmans fans show strongest brand affinity for Food Lion (10.06×), Harris Teeter (12.19×), and Acme Markets (12.34×) over the country average.

04

Where do Wegmans fans live in United States?

Wegmans fans in United States are most concentrated in New York (reach ~6M), Pennsylvania (reach ~3M), and Virginia (reach ~3M). These three regions account for the largest share of the active audience.

05

What other brands do Wegmans fans also like?

Beyond Wegmans itself, the audience over-indexes on Harris Teeter (12.19×), Acme Markets (12.34×), Publix (4.95×), and Stop & Shop (9.94×) compared to the United States average.

Appendix

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Related profiles, rankings and the same audience in other markets.

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How to read this data

Audience size is the estimated number of people in United States who actively search for Wegmans. 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 United States. 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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