Rascasse Audience Intelligence

Walmart Target Market in United Kingdom

Walmart has an estimated audience of 2.7M people in United Kingdom.

#11among Supermarket in United Kingdom
#283among brands in United Kingdom
#96in Shopping

The average Walmart fan in United Kingdom is 46.4 years old, more female, and lives primarily in Greater London.

By number of fans, Walmart ranks #11 among the 196 objects in Supermarket in United Kingdom — 37.5× the group median.

Its fans are 5.8 years older than the group average of 40.6.

Compared with the other 195 objects in Supermarket, Walmart fans stand out for their interest in Ray Kroc, Burger King and Square.

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

Top affinities include Ray Kroc, Burger King, Square, with strongest over-indexing on Ray Kroc (35.09× the country average).

Demographically, the Walmart audience skews more female with an average age of 46.4, and over-indexes on personality traits such as Family Orientation, Need for Security.

The typical Walmart fan in United Kingdom is more female, around 46.4 years old, with strong Family Orientation tendencies and a notable affinity for Ray Kroc.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
2.7M
in United Kingdom
Gender
64.2%♀
35.8% male
Age
46.4
average years
Country rank
#2731
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Walmart

64.2% are female, 35.8% are male, average age 46.4.

Fig. 02

Gender split

64.2%
Female
35.8%
Male
Demographic split for Walmart audience in United Kingdom
MetricValue
Female64.2%
Male35.8%
Average age46.4
Estimated audience size2.7M
Fig. 03

Age distribution

Ø 46.4
average years
Age distribution of the Walmart audience in United Kingdom
Age bracketShare%
16-248%
25-3415%
35-4418%
45-5423%
55+37%
Fig. 04

Worldwide distribution

1.6%

of the worldwide Walmart audience comes from United Kingdom.

Worldwide audience distribution share by country for Walmart
CountryShare
United States58.2%
Canada5.5%
Mexico5.5%
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

Walmart customers by region in United Kingdom
#RegionReachAffinity×
01Greater London~500K1.29×
02North West~400K1.24×
03East of England~300K1.11×
04East Midlands~200K1.11×
05Northern Ireland~80K1.10×
06South East~400K1.08×
07Scotland~200K0.99×
08South West~200K0.98×
09Wales~100K0.90×
10North East~90K0.82×
11Yorkshire and the Humber~200K0.72×
12West Midlands~200K0.65×
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 Walmart audience vs. the country average
#·InterestCategoryAffinity×
01Ray KrocBusiness & Career35.09×
02Burger KingFood & Beverages4.95×
03SquareBusiness & Career4.62×
04Scooby-DooMovies & TV3.89×
05StarbucksFood & Beverages3.83×
06Gala BingoGames3.14×
07National Lottery (Ireland)Games2.61×
08HalfordsCars & Mobility2.49×
09Scottish WidowsBusiness & Career2.37×
10ToolstationHome & Garden2.26×
11TransportCars & Mobility2.21×
12FinanceBusiness & Career2.18×
13TrainingSports2.10×
14Mobile phonesTechnology & Electronics2.09×
15AutomobilesCars & Mobility2.06×
16ComputersTechnology & Electronics1.75×
17PetsPets & Animals1.70×
18Consumer electronicsTechnology & Electronics1.60×
19BusinessBusiness & Career1.59×
20RestaurantsFood & Beverages1.54×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Walmart audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Walmart audience vs. the country average · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.91×
Need for SecurityCONSERVATISM1.73×
Career OrientationPOWER1.71×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Walmart audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.76×
Luxury OrientationPREMIUM0.86×
SustainabilityBALANCE0.87×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in United Kingdom

See Walmart 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 Walmart 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/walmart-15616” · Methodology