Rascasse Audience Intelligence

Walmart Target Market in Germany

Walmart has an estimated audience of 1.5M people in Germany.

#16among Supermarket in Germany
#603among brands in Germany
#165in Shopping

The average Walmart fan in Germany is 43.5 years old, balanced, and lives primarily in Nordrhein-Westfalen.

By number of fans, Walmart ranks #16 among the 224 objects in Supermarket in Germany — 11.8× the group median.

Its fans are 4.8 years older than the group average of 38.7.

Women make up 50.5% of the fan base, 10.4 percentage points fewer than the group average.

Compared with the other 223 objects in Supermarket, Walmart fans stand out for their interest in Bodega Aurrerá, Magazine Luiza and Casas Bahia.

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

Top affinities include Bodega Aurrerá, Magazine Luiza, Casas Bahia, with strongest over-indexing on Bodega Aurrerá (146.22× the country average).

Demographically, the Walmart audience skews balanced with an average age of 43.5, and over-indexes on personality traits such as Mindfulness, Travelling.

The typical Walmart fan in Germany is balanced, around 43.5 years old, with strong Mindfulness tendencies and a notable affinity for Bodega Aurrerá.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
1.5M
in Germany
Gender
50.5%♀
49.5% male
Age
43.5
average years
Country rank
#4580
among all objects in Germany
Fig. 01

Search interest · 12-month trend

+33%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Walmart

50.5% are female, 49.5% are male, average age 43.5.

Fig. 02

Gender split

50.5%
Female
49.5%
Male
Demographic split for Walmart audience in Germany
MetricValue
Female50.5%
Male49.5%
Average age43.5
Estimated audience size1.5M
Fig. 03

Age distribution

Ø 43.5
average years
Age distribution of the Walmart audience in Germany
Age bracketShare%
16-2410%
25-3416%
35-4423%
45-5426%
55+24%
Fig. 04

Worldwide distribution

0.8%

of the worldwide Walmart audience comes from Germany.

Worldwide audience distribution share by country for Walmart
CountryShare
United States61.8%
China7.7%
Canada5.8%
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

Walmart customers by region in Germany
#RegionReachAffinity×
01Hessen~200K1.47×
02Rheinland-Pfalz~100K1.36×
03Bayern~300K1.18×
04Berlin~80K1.11×
05Baden-Württemberg~200K1.07×
06Nordrhein-Westfalen~300K1.01×
07Bremen~10K0.98×
08Niedersachsen~100K0.97×
09Schleswig-Holstein~50K0.96×
10Hamburg~30K0.95×
11Saarland~20K0.92×
12Brandenburg~40K0.90×
13Thüringen~30K0.85×
14Sachsen~60K0.84×
15Sachsen-Anhalt~30K0.78×
16Mecklenburg-Vorpommern~20K0.74×
Fig. 06

Affinity by region

Affinity by region — Walmart, Germany
0.74×1.00×1.47×
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×
01Bodega AurreráFood & Beverages146.22×
02Magazine LuizaShopping102.66×
03Casas BahiaShopping97.07×
04White Castle (restaurant)Food & Beverages93.67×
05St. Jude Children's Research HospitalHealth86.67×
06Ronald McDonaldFood & Beverages84.15×
07Super Size MeMovies & TV79.85×
08Chipotle Mexican GrillFood & Beverages76.02×
09CoopFood & Beverages50.05×
10Wendy'sFood & Beverages48.33×
11TemuShopping30.76×
12Knocked UpMovies & TV23.57×
13CarrefourShopping21.48×
14Anker (mobile chargers)Technology & Electronics20.00×
15Power outageHome & Garden20.00×
16SmashburgerFood & Beverages20.00×
17Fruit saladFood & Beverages18.81×
18TescoShopping17.65×
19GoldiesFood & Beverages7.57×
20TagesschauMovies & TV2.90×
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
MindfulnessBALANCE1.75×
TravellingTHRILL1.67×
Urban LifestyleOPEN1.62×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Walmart audience vs. the country average · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.97×
SustainabilityBALANCE1.06×
Sports ActivityPOWER1.06×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in Germany

See Walmart audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany 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
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/walmart-15616” · Methodology