Rascasse Audience Intelligence

Waitrose Target Market in United Kingdom

Waitrose has an estimated audience of 16.9M people in United Kingdom.

#4among Supermarket in United Kingdom
#8among brands in United Kingdom
#11in Shopping

The average Waitrose fan in United Kingdom is 43.5 years old, more female, and lives primarily in South East.

By number of fans, Waitrose ranks #4 among the 196 objects in Supermarket in United Kingdom — 236.2× the group median.

Its fans are 2.9 years older than the group average of 40.6.

Women make up 65.2% of the fan base, 1.7 percentage points more than the group average.

Compared with the other 195 objects in Supermarket, Waitrose fans stand out for their interest in Beauty tips, Architecture & Interior Design and Home Interiors.

Most fans live in South East, East of England, Scotland.

Top affinities include Beauty tips, Oliver Bonas, Architecture & Interior Design, with strongest over-indexing on Beauty tips (2.68× the country average).

Demographically, the Waitrose audience skews more female with an average age of 43.5, and over-indexes on personality traits such as Design Affinity, Individualism.

The typical Waitrose fan in United Kingdom is more female, around 43.5 years old, with strong Design Affinity tendencies and a notable affinity for Beauty tips.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
16.9M
in United Kingdom
Gender
65.2%♀
34.8% male
Age
43.5
average years
Country rank
#175
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

-61%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Waitrose

65.2% are female, 34.8% are male, average age 43.5.

Fig. 02

Gender split

65.2%
Female
34.8%
Male
Demographic split for Waitrose audience in United Kingdom
MetricValue
Female65.2%
Male34.8%
Average age43.5
Estimated audience size16.9M
Fig. 03

Age distribution

Ø 43.5
average years
Age distribution of the Waitrose audience in United Kingdom
Age bracketShare%
16-2412%
25-3419%
35-4419%
45-5421%
55+29%
Fig. 04

Worldwide distribution

89.2%

of the worldwide Waitrose audience comes from United Kingdom.

Worldwide audience distribution share by country for Waitrose
CountryShare
United Kingdom89.2%
United Arab Emirates3.1%
China2.9%
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

Waitrose customers by region in United Kingdom
#RegionReachAffinity×
01South East~4.5M1.92×
02Wales~1M1.52×
03East of England~2.5M1.46×
04Scotland~2M1.33×
05South West~2M1.25×
06West Midlands~1.5M0.94×
07East Midlands~1M0.77×
08Yorkshire and the Humber~1M0.72×
09North East~400K0.58×
10North West~700K0.36×
11Northern Ireland~90K0.19×
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 Waitrose audience vs. the country average
#·InterestCategoryAffinity×
01Beauty tipsBeauty & Wellness2.68×
02Oliver BonasFashion & Accessoires2.22×
03Architecture & Interior DesignHome & Garden2.18×
04Home InteriorsHome & Garden2.17×
05Health And BeautyBeauty & Wellness1.99×
06Unique GiftsShopping1.97×
07JoulesFashion & Accessoires1.96×
08Beauty & FashionBeauty & Wellness1.87×
09New LookFashion & Accessoires1.86×
10Bohemian styleFashion & Accessoires1.83×
11Makeup TutorialsBeauty & Wellness1.82×
12DunelmHome & Garden1.80×
13Home decorating ideasHome & Garden1.76×
14Home RenovationsHome & Garden1.76×
15Architecture & DesignBusiness & Career1.73×
16Home Interior DesignHome & Garden1.64×
17Boho-chicFashion & Accessoires1.61×
18H.O.M.E.Home & Garden1.59×
19Home DesignHome & Garden1.53×
20Pet sittingPets & Animals1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Waitrose audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Waitrose audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.17×
IndividualismJOY1.15×
Luxury OrientationPREMIUM1.14×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Waitrose audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.67×
Need for SecurityCONSERVATISM0.77×
SpiritualityBALANCE0.78×
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 Waitrose 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/waitrose-16963” · Methodology