Rascasse Audience Intelligence

Lidl Target Market in United States

Lidl has an estimated audience of 8,257,680 people in United States.

#18among Supermarket in United States#466among Brand in United States#118in Shopping

The average Lidl fan in United States is 36.5 years old, more female, and lives primarily in New York.

By number of fans, Lidl ranks #18 among the 221 objects in Supermarket in United States — 6.0× the group median.

Its fans are 2.7 years younger than the group average of 39.2.

Women make up 64.9% of the fan base, 2.1 percentage points more than the group average.

Compared with the other 220 objects in Supermarket, Lidl fans stand out for their interest in Biscuitville, Cape Fear (1991 film) and RIVERSIDE.

Most fans live in New York, Virginia, North Carolina.

Top affinities include Biscuitville, Cape Fear (1991 film), RIVERSIDE, with strongest over-indexing on Biscuitville (19.03× the country average).

Demographically, the Lidl audience skews more female with an average age of 36.5, and over-indexes on personality traits such as Design Affinity, Indulgence.

The typical Lidl fan in United States is more female, around 36.5 years old, with strong Design Affinity tendencies and a notable affinity for Biscuitville.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
8.3M
in United States
Gender
64.9%♀
35.1% male
Age
36.5
average years
Country rank
#4231
among all objects in United States
Fig. 01

Search interest · 12-month trend

+25%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Lidl

64.9% are female, 35.1% are male, average age 36.5.

Fig. 02

Gender split

64.9%
Female
35.1%
Male
Demographic split for Lidl audience in United States
MetricValue
Female64.9%
Male35.1%
Average age36.5
Estimated audience size8,257,680
Fig. 03

Age distribution

Ø 36.5
average years
Age distribution of the Lidl audience in United States
Age bracketShare%
16-2433%
25-3418%
35-4416%
45-5418%
55+16%
Fig. 04

Worldwide distribution

4.3%

of the worldwide Lidl audience comes from United States.

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 United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Lidl customers by region in United States
#RegionReachAffinity×
01Maryland~1M6.32×
02Virginia~1.5M6.12×
03Washington, District of Columbia~100K5.72×
04New Jersey~1M4.91×
05North Carolina~1M4.55×
06New York~2M4.11×
07South Carolina~500K3.46×
08Georgia~900K3.38×
09Delaware~70K2.98×
10Pennsylvania~600K1.99×
11Wyoming~9K0.65×
12Connecticut~30K0.36×
13West Virginia~20K0.35×
14Alaska~6K0.31×
15North Dakota~6K0.30×
16Kansas~20K0.29×
17New Hampshire~10K0.29×
18Florida~200K0.28×
19South Dakota~6K0.28×
20Massachusetts~50K0.27×
21Rhode Island~7K0.27×
22Montana~7K0.26×
23Maine~8K0.25×
24Tennessee~40K0.23×
25California~200K0.22×
26Illinois~70K0.22×
27Ohio~60K0.22×
28Hawaii~8K0.22×
29Idaho~9K0.21×
30Washington~40K0.20×
31Colorado~30K0.20×
32Alabama~30K0.20×
33Louisiana~20K0.20×
34Kentucky~20K0.20×
35Mississippi~10K0.20×
36New Mexico~10K0.20×
37Arkansas~10K0.19×
38Nebraska~9K0.19×
39Michigan~40K0.18×
40Indiana~30K0.18×
41Oregon~20K0.18×
42Utah~10K0.18×
43Nevada~10K0.18×
44Iowa~10K0.18×
45Texas~100K0.17×
46Missouri~30K0.17×
47Minnesota~20K0.17×
48Oklahoma~20K0.17×
49Arizona~30K0.16×
50Wisconsin~20K0.16×
Fig. 06

Affinity by region

Affinity by region — Lidl, United States
0.16×1.00×6.32×
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×
01BiscuitvilleFood & Beverages19.03×
02Cape Fear (1991 film)Movies & TV10.91×
03RIVERSIDEMusic & Radio9.33×
04King Charles (musician)Music & Radio7.78×
05Restaurant DepotFood & Beverages6.24×
06Warriors (novel series)Literature5.40×
07Facial careBeauty & Wellness5.08×
08LabCorpHealth4.73×
09Food LionShopping4.30×
10Catherine O'HaraMovies & TV3.53×
11Georgia LotteryGames3.33×
12AldiShopping2.65×
13Discount storesShopping2.57×
14PeacemakerMovies & TV2.49×
15BeautyBeauty & Wellness1.75×
16BeveragesFood & Beverages1.74×
17Food and drinkFood & Beverages1.70×
18FoodFood & Beverages1.65×
19MoviesMovies & TV1.51×
20FamilyKids & Family1.51×
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
Design AffinityPREMIUM1.61×
IndulgenceJOY1.41×
TraditionCONSERVATISM1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Lidl audience vs. the country average · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.98×
Early Adopter MentalityPOWER1.00×
Sports ActivityPOWER1.05×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in United States

See Lidl audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States 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/us/lidl-7258” · Methodology