Rascasse Audience Intelligence

Superdrug Target Market in United Kingdom

Superdrug has an estimated audience of 17.9M people in United Kingdom.

#2among Beauty in United Kingdom
#9among brands in United Kingdom
#12in Shopping

The average Superdrug fan in United Kingdom is 40.9 years old, more female, and lives primarily in West Midlands.

By number of fans, Superdrug ranks #2 among the 54 objects in Beauty in United Kingdom — 2,128.7× the group median.

Its fans are 3.3 years older than the group average of 37.6.

Women make up 69.6% of the fan base, 4.5 percentage points fewer than the group average.

Compared with the other 53 objects in Beauty, Superdrug fans stand out for their interest in Novak Djokovic, Serena Williams and Emma Raducanu.

Most fans live in West Midlands, South East, Yorkshire and the Humber.

Top affinities include Novak Djokovic, Serena Williams, Emma Raducanu, with strongest over-indexing on Novak Djokovic (4.09× the country average).

Demographically, the Superdrug audience skews more female with an average age of 40.9, and over-indexes on personality traits such as Price Sensitivity, Early Adopter Mentality.

The typical Superdrug fan in United Kingdom is more female, around 40.9 years old, with strong Price Sensitivity tendencies and a notable affinity for Novak Djokovic.

Category: Shopping · Type: Brand · Subtype: Beauty

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
17.9M
in United Kingdom
Gender
69.6%♀
30.4% male
Age
40.9
average years
Country rank
#156
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Superdrug

69.6% are female, 30.4% are male, average age 40.9.

Fig. 02

Gender split

69.6%
Female
30.4%
Male
Demographic split for Superdrug audience in United Kingdom
MetricValue
Female69.6%
Male30.4%
Average age40.9
Estimated audience size17.9M
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the Superdrug audience in United Kingdom
Age bracketShare%
16-2416%
25-3422%
35-4420%
45-5420%
55+23%
Fig. 04

Worldwide distribution

96.0%

of the worldwide Superdrug audience comes from United Kingdom.

Worldwide audience distribution share by country for Superdrug
CountryShare
United Kingdom96.0%
Ireland2.3%
China0.3%
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

Superdrug customers by region in United Kingdom
#RegionReachAffinity×
01West Midlands~2.5M1.49×
02Yorkshire and the Humber~2M1.35×
03North East~800K1.17×
04East of England~2M1.13×
05Scotland~1.5M1.08×
06Northern Ireland~500K0.98×
07Wales~800K0.94×
08South East~2M0.89×
09South West~1.5M0.85×
10East Midlands~1M0.73×
11North West~800K0.39×
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 Superdrug audience vs. the country average
#·InterestCategoryAffinity×
01Novak DjokovicSports4.09×
02Serena WilliamsSports3.61×
03Emma RaducanuSports3.32×
04New LookFashion & Accessoires2.50×
05UniqloShopping2.42×
06Boots UKShopping2.17×
07MatalanShopping2.08×
08River IslandFashion & Accessoires2.08×
09Urban OutfittersShopping2.06×
10PrimarkShopping1.95×
11DebenhamsFashion & Accessoires1.93×
12Google DriveTechnology & Electronics1.83×
13Sports DirectFashion & Accessoires1.66×
14HarrodsShopping1.63×
15Very (online retailer)Shopping1.62×
16PetsPets & Animals1.61×
17H&MShopping1.55×
18Personal careHealth1.55×
19JD SportsShopping1.53×
20NikeFashion & Accessoires1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Superdrug audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Superdrug audience vs. the country average · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.24×
Early Adopter MentalityPOWER1.17×
CreativityOPEN1.11×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Superdrug audience vs. the country average · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.60×
PatriotismCONSERVATISM0.63×
TraditionCONSERVATISM0.73×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United Kingdom with measurable interest in Superdrug 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/gb/superdrug-44041” · Methodology