Rascasse Audience Intelligence

Subway Target Market in United Kingdom

Subway has an estimated audience of 7M people in United Kingdom.

#3among Fast food restaurants in United Kingdom
#92among brands in United Kingdom
#65in Food & Beverages

The average Subway fan in United Kingdom is 39.5 years old, balanced, and lives primarily in North West.

By number of fans, Subway ranks #3 among the 87 objects in Fast food restaurants in United Kingdom — 584.0× the group median.

Its fans are 2.2 years younger than the group average of 41.7.

Women make up 53.5% of the fan base, 4.0 percentage points fewer than the group average.

Compared with the other 86 objects in Fast food restaurants, Subway fans stand out for their interest in Scooby-Doo, Screwfix and Dunelm.

Most fans live in North West, South East, Greater London.

Top affinities include Scooby-Doo, Pizza Hut, PizzaExpress, with strongest over-indexing on Scooby-Doo (4.67× the country average).

Demographically, the Subway audience skews balanced with an average age of 39.5, and over-indexes on personality traits such as Community Orientation, Healthy Lifestyle.

The typical Subway fan in United Kingdom is balanced, around 39.5 years old, with strong Community Orientation tendencies and a notable affinity for Scooby-Doo.

Category: Food & Beverages · Type: Brand · Subtype: Fast food restaurants

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
7M
in United Kingdom
Gender
53.5%♀
46.5% male
Age
39.5
average years
Country rank
#840
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Subway

53.5% are female, 46.5% are male, average age 39.5.

Fig. 02

Gender split

53.5%
Female
46.5%
Male
Demographic split for Subway audience in United Kingdom
MetricValue
Female53.5%
Male46.5%
Average age39.5
Estimated audience size7M
Fig. 03

Age distribution

Ø 39.5
average years
Age distribution of the Subway audience in United Kingdom
Age bracketShare%
16-2418%
25-3424%
35-4420%
45-5417%
55+20%
Fig. 04

Worldwide distribution

5.8%

of the worldwide Subway audience comes from United Kingdom.

Worldwide audience distribution share by country for Subway
CountryShare
United States44.4%
Brazil6.0%
United Kingdom5.8%
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

Subway customers by region in United Kingdom
#RegionReachAffinity×
01North West~1.5M1.63×
02East Midlands~600K1.16×
03Northern Ireland~200K1.06×
04Scotland~600K1.04×
05South West~600K1.00×
06East of England~600K0.92×
07West Midlands~600K0.91×
08Greater London~800K0.90×
09Wales~300K0.90×
10South East~800K0.86×
11North East~200K0.84×
12Yorkshire and the Humber~400K0.78×
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 Subway audience vs. the country average
#·InterestCategoryAffinity×
01Scooby-DooMovies & TV4.67×
02Pizza HutFood & Beverages4.27×
03PizzaExpressFood & Beverages2.86×
04GreggsFood & Beverages2.85×
05KFCFood & Beverages2.72×
06Burger KingFood & Beverages2.71×
07ScrewfixHome & Garden2.32×
08Just EatFood & Beverages2.15×
09DunelmHome & Garden2.05×
10SuperdrugShopping1.94×
11McDonald'sFood & Beverages1.92×
12Breaking newsMovies & TV1.87×
13Home BargainsShopping1.86×
14MorrisonsFood & Beverages1.79×
15BBC iPlayerMovies & TV1.79×
16Argos (retailer)Shopping1.70×
17Daily ExpressNews1.66×
18AldiShopping1.64×
19AsdaShopping1.64×
20EducationBusiness & Career1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Subway audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Subway audience vs. the country average · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.48×
Healthy LifestyleBALANCE1.42×
Family OrientationCONSERVATISM1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Subway audience vs. the country average · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.76×
Design AffinityPREMIUM0.76×
Luxury OrientationPREMIUM0.77×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fast food restaurants audiences in United Kingdom

See Subway audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Subway 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/subway-9420” · Methodology