Rascasse Audience Intelligence

Aldi Target Market in United Kingdom

Aldi has an estimated audience of 17.4M people in United Kingdom.

#3among Supermarket in United Kingdom
#11among brands in United Kingdom
#13in Shopping

The average Aldi fan in United Kingdom is 44.7 years old, more female, and lives primarily in North West.

By number of fans, Aldi ranks #3 among the 199 objects in Supermarket in United Kingdom — 279.7× the group median.

Its fans are 4.2 years older than the group average of 40.5.

Women make up 65.6% of the fan base, 1.5 percentage points more than the group average.

Compared with the other 198 objects in Supermarket, Aldi fans stand out for their interest in British Gas, Gala Bingo and Supermarket.

Most fans live in North West, South East, Scotland.

Top affinities include Lidl, British Gas, Gala Bingo, with strongest over-indexing on Lidl (2.89× the country average).

Demographically, the Aldi audience skews more female with an average age of 44.7, and over-indexes on personality traits such as Individualism, Price Sensitivity.

The typical Aldi fan in United Kingdom is more female, around 44.7 years old, with strong Individualism tendencies and a notable affinity for Lidl.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
17.4M
in United Kingdom
Gender
65.6%♀
34.4% male
Age
44.7
average years
Country rank
#170
among all objects in United Kingdom
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Aldi

65.6% are female, 34.4% are male, average age 44.7.

Fig. 02

Gender split

65.6%
Female
34.4%
Male
Demographic split for Aldi audience in United Kingdom
MetricValue
Female65.6%
Male34.4%
Average age44.7
Estimated audience size17.4M
Fig. 03

Age distribution

Ø 44.7
average years
Age distribution of the Aldi audience in United Kingdom
Age bracketShare%
16-249%
25-3418%
35-4419%
45-5423%
55+31%
Fig. 04

Worldwide distribution

9.7%

of the worldwide Aldi audience comes from United Kingdom.

Worldwide audience distribution share by country for Aldi
CountryShare
United States35.1%
Germany10.2%
United Kingdom9.7%
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

Aldi customers by region in United Kingdom
#RegionReachAffinity×
01North West~3M1.54×
02Wales~1M1.48×
03Scotland~2M1.39×
04East Midlands~2M1.38×
05East of England~1.5M1.00×
06South West~1.5M0.98×
07West Midlands~1.5M0.91×
08South East~2M0.90×
09North East~600K0.90×
10Yorkshire and the Humber~1.5M0.89×
11Greater London~1M0.51×
12Northern Ireland~70K0.13×
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 Aldi audience vs. the country average
#·InterestCategoryAffinity×
01LidlShopping2.89×
02British GasHome & Garden2.88×
03Gala BingoGames2.69×
04SupermarketShopping2.68×
05EssoCars & Mobility2.54×
06National LotteryGames2.52×
07Argos (retailer)Shopping2.41×
08National Lottery (United Kingdom)Games2.32×
09BetfredGames2.25×
10Home BargainsShopping2.18×
11MorrisonsFood & Beverages2.00×
12TescoShopping1.93×
13Daily ExpressNews1.91×
14LeisureTravel & Leisure1.84×
15MoneyBusiness & Career1.79×
16CelebrityMovies & TV1.77×
17AnimalPets & Animals1.76×
18ChildKids & Family1.75×
19Current eventsArts & Culture1.65×
20Social networkInternet & Social Media1.65×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Aldi audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Aldi audience vs. the country average · What stands out
TraitClusterDeviationScore
IndividualismJOY1.53×
Price SensitivityPREMIUM1.51×
Convenience OrientationPREMIUM1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Aldi audience vs. the country average · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.77×
Risk AppetiteTHRILL0.79×
PatriotismCONSERVATISM0.87×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in United Kingdom

See Aldi 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 Aldi 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/aldi-12014” · Methodology