Rascasse Audience Intelligence

Edeka Target Market in Germany

Edeka has an estimated audience of 18,145,836 people in Germany.

#4among Supermarket in Germany
#7among Brand in Germany
#10in Shopping

The average Edeka fan in Germany is 42.0 years old, more female, and lives primarily in Bayern.

By number of fans, Edeka ranks #4 among the 221 objects in Supermarket in Germany — 134.5× the group median.

Its fans are 3.2 years older than the group average of 38.8.

Women make up 58.2% of the fan base, 2.5 percentage points fewer than the group average.

Compared with the other 220 objects in Supermarket, Edeka fans stand out for their interest in In aller Freundschaft, Ernsting's family and Storm of Love.

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

Top affinities include Netto Marken-Discount, Mix Markt, In aller Freundschaft, with strongest over-indexing on Netto Marken-Discount (2.13× the country average).

Demographically, the Edeka audience skews more female with an average age of 42.0, and over-indexes on personality traits such as Patriotism, Family Orientation.

The typical Edeka fan in Germany is more female, around 42.0 years old, with strong Patriotism tendencies and a notable affinity for Netto Marken-Discount.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
18.1M
in Germany
Gender
58.2%♀
41.8% male
Age
42.0
average years
Country rank
#82
among all objects in Germany
Fig. 01

Search interest · 12-month trend

-22%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Edeka

58.2% are female, 41.8% are male, average age 42.0.

Fig. 02

Gender split

58.2%
Female
41.8%
Male
Demographic split for Edeka audience in Germany
MetricValue
Female58.2%
Male41.8%
Average age42.0
Estimated audience size18,145,836
Fig. 03

Age distribution

Ø 42.0
average years
Age distribution of the Edeka audience in Germany
Age bracketShare%
16-2412%
25-3418%
35-4423%
45-5426%
55+20%
Fig. 04

Worldwide distribution

90.6%

of the worldwide Edeka audience comes from Germany.

Worldwide audience distribution share by country for Edeka
CountryShare
Germany90.6%
Netherlands1.0%
United States1.0%
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

Edeka customers by region in Germany
#RegionReachAffinity×
01Berlin~1.5M1.56×
02Hamburg~600K1.43×
03Bayern~4M1.42×
04Mecklenburg-Vorpommern~500K1.32×
05Schleswig-Holstein~800K1.23×
06Niedersachsen~2M1.05×
07Bremen~200K0.99×
08Baden-Württemberg~2.5M0.97×
09Sachsen-Anhalt~400K0.95×
10Brandenburg~500K0.92×
11Nordrhein-Westfalen~3.5M0.85×
12Rheinland-Pfalz~700K0.76×
13Hessen~1M0.72×
14Sachsen~600K0.72×
15Thüringen~300K0.67×
16Saarland~100K0.57×
Fig. 06

Affinity by region

Affinity by region — Edeka, Germany
0.57×1.00×1.56×
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 Edeka audience vs. the country average
#·InterestCategoryAffinity×
01Netto Marken-DiscountShopping2.13×
02Mix MarktShopping2.11×
03In aller FreundschaftMovies & TV2.00×
04Ernsting's familyShopping1.99×
05Storm of LoveMovies & TV1.95×
06Roland KaiserMusic & Radio1.92×
07SupermarketShopping1.91×
08QVCMovies & TV1.89×
09BonprixShopping1.78×
10Let's Dance (German TV series)Movies & TV1.75×
11GMX MailInternet & Social Media1.73×
12TchiboShopping1.71×
13Julia KlöcknerPolitics & Society1.70×
14FressnapfShopping1.69×
15KauflandShopping1.67×
16Gute Zeiten, schlechte ZeitenMovies & TV1.65×
17REWEShopping1.64×
18Schlager musicMusic & Radio1.63×
19Thomas GottschalkMovies & TV1.58×
20Wetter.comHome & Garden1.54×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Edeka audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Edeka audience vs. the country average · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.09×
Family OrientationCONSERVATISM1.08×
DIY MentalityTHRILL1.07×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Edeka audience vs. the country average · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.58×
Luxury OrientationPREMIUM0.65×
Urban LifestyleOPEN0.67×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in Germany

Related rankings

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in Germany with measurable interest in Edeka 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/de/edeka-6893” · Methodology