Rascasse Audience Intelligence

Lidl Target Market in Germany

Lidl has an estimated audience of 19.1M people in Germany.

#1among Supermarket in Germany
#3among brands in Germany
#6in Shopping

The average Lidl fan in Germany is 39.3 years old, more female, and lives primarily in Nordrhein-Westfalen.

By number of fans, Lidl ranks #1 among the 221 objects in Supermarket in Germany — 141.8× the group median.

Women make up 64.2% of the fan base, 3.6 percentage points more than the group average.

Compared with the other 220 objects in Supermarket, Lidl fans stand out for their interest in Ernsting's family, Bonprix and Wetter.de.

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

Top affinities include Ernsting's family, Bonprix, Wetter.de, with strongest over-indexing on Ernsting's family (2.77× the country average).

Demographically, the Lidl audience skews more female with an average age of 39.3, and over-indexes on personality traits such as DIY Mentality, Family Orientation.

The typical Lidl fan in Germany is more female, around 39.3 years old, with strong DIY Mentality tendencies and a notable affinity for Ernsting's family.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
19.1M
in Germany
Gender
64.2%♀
35.8% male
Age
39.3
average years
Country rank
#69
among all objects in Germany
Fig. 01

Search interest · 12-month trend

+16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Lidl

64.2% are female, 35.8% are male, average age 39.3.

Fig. 02

Gender split

64.2%
Female
35.8%
Male
Demographic split for Lidl audience in Germany
MetricValue
Female64.2%
Male35.8%
Average age39.3
Estimated audience size19.1M
Fig. 03

Age distribution

Ø 39.3
average years
Age distribution of the Lidl audience in Germany
Age bracketShare%
16-2420%
25-3420%
35-4421%
45-5422%
55+17%
Fig. 04

Worldwide distribution

10.0%

of the worldwide Lidl audience comes from Germany.

Worldwide audience distribution share by country for Lidl
CountryShare
Germany10.0%
Italy8.7%
United Kingdom8.0%
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

Lidl customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~5M1.19×
02Rheinland-Pfalz~1M1.18×
03Berlin~1M1.15×
04Baden-Württemberg~3M1.14×
05Bremen~200K1.10×
06Niedersachsen~2M1.08×
07Schleswig-Holstein~700K1.02×
08Bayern~3M1.00×
09Hamburg~400K0.99×
10Mecklenburg-Vorpommern~400K0.96×
11Saarland~200K0.93×
12Hessen~1.5M0.92×
13Brandenburg~500K0.90×
14Sachsen~800K0.89×
15Sachsen-Anhalt~400K0.84×
16Thüringen~400K0.76×
Fig. 06

Affinity by region

Affinity by region — Lidl, Germany
0.76×1.00×1.19×
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 Lidl audience vs. the country average
#·InterestCategoryAffinity×
01Ernsting's familyShopping2.77×
02BonprixShopping2.36×
03Wetter.deHome & Garden1.99×
04Alles was zähltMovies & TV1.98×
05QVCMovies & TV1.94×
06Baby foodKids & Family1.94×
07TchiboShopping1.93×
08C&AShopping1.92×
09Gute Zeiten, schlechte ZeitenMovies & TV1.79×
10DeichmannShopping1.75×
11SupermarketShopping1.71×
12Let's Dance (German TV series)Movies & TV1.67×
13FressnapfShopping1.66×
14Roland KaiserMusic & Radio1.65×
15KauflandShopping1.64×
16Children's clothingFashion & Accessoires1.62×
17Obi (store)Shopping1.53×
18AldiShopping1.52×
19RossmannShopping1.52×
20Hardware storeHome & Garden1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Lidl audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Lidl audience vs. the country average · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.18×
Family OrientationCONSERVATISM1.09×
CreativityOPEN1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Lidl audience vs. the country average · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.62×
MindfulnessBALANCE0.63×
Urban LifestyleOPEN0.63×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in Germany

Related rankings

See Lidl 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 Lidl 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/lidl-7258” · Methodology