A data profile of the people who buy, follow and care about Lidl in Austria — modelled from more than twelve digital signal sources. Lidl has an estimated audience of 4,509,129 people in Austria.
The average Lidl fan in Austria is 38.2 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Spar (retailer), Billa (supermarket), Obi (store), with strongest over-indexing on Spar (retailer) (1.57× the country average).
Demographically, the Lidl audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Luxury Orientation, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Lidl fan in Austria is more female, around 38.2 years old, with strong Luxury Orientation tendencies and a notable affinity for Spar (retailer).
The key figures that characterise the Lidl profile in Austria.
64.1% are female, 35.9% are male, average age 38.2.
| Metric | Value |
|---|---|
| Female | 64.1% |
| Male | 35.9% |
| Average age | 38.2 |
| Estimated audience size | 4,509,129 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 21% | |
| 20-29 | 23% | |
| 30-39 | 19% | |
| 40-49 | 19% | |
| 50+ | 18% |
Where the Lidl audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Carinthia (state) | ~300K | 1.19× | |
| 02 | Vorarlberg | ~200K | 1.07× | |
| 03 | Salzburg | ~300K | 1.06× | |
| 04 | Vienna | ~900K | 1.01× | |
| 05 | Lower Austria | ~600K | 1.01× | |
| 06 | Burgenland | ~100K | 0.97× | |
| 07 | Upper Austria | ~600K | 0.96× | |
| 08 | Styria | ~500K | 0.89× | |
| 09 | Tyrol | ~300K | 0.84× |
The strongest cross-interests of the Lidl audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Thermomix | Home & Garden | 2.54× | ||
| 02 | Employment website | Business & Career | 2.38× | ||
| 03 | JYSK | Home & Garden | 2.37× | ||
| 04 | Fressnapf | Shopping | 2.32× | ||
| 05 | Dnevni avaz | News | 2.12× | ||
| 06 | Job hunting | Business & Career | 2.05× | ||
| 07 | Living room | Home & Garden | 1.99× | ||
| 08 | OMV | Cars & Mobility | 1.87× | ||
| 09 | TK Maxx | Shopping | 1.87× | ||
| 10 | C&A | Shopping | 1.80× | ||
| 11 | Storm of Love | Movies & TV | 1.78× | ||
| 12 | Switzerland | Travel & Leisure | 1.68× | ||
| 13 | Discount stores | Shopping | 1.64× | ||
| 14 | Deichmann | Shopping | 1.62× | ||
| 15 | Spar (retailer) | Shopping | 1.57× | ||
| 16 | Billa (supermarket) | Shopping | 1.57× | ||
| 17 | Obi (store) | Shopping | 1.56× | ||
| 18 | Shop Apotheke | Shopping | 1.55× | ||
| 19 | Family | Kids & Family | 1.54× | ||
| 20 | Zgonc | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 2.21× | |
| Mindfulness | BALANCE | 1.56× | |
| Early Adopter Mentality | POWER | 1.53× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.41× | |
| Patriotism | CONSERVATISM | 0.68× | |
| Travelling | THRILL | 0.92× |
Lidl's target market in Austria covers an estimated 4,509,129 people, concentrated in Vienna and Lower Austria.
64.1% of the Lidl audience are female, 35.9% are male, with an average age of 38.2 years.
Lidl fans show strongest brand affinity for Spar (retailer) (1.57×), Billa (supermarket) (1.57×), and Obi (store) (1.56×) over the country average.
Lidl fans in Austria are most concentrated in Vienna (reach ~900K), Lower Austria (reach ~600K), and Upper Austria (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Lidl itself, the audience over-indexes on Billa (supermarket) (1.57×), Obi (store) (1.56×), OMV (1.87×), and Discount stores (1.64×) compared to the Austria average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Austria who actively search for Lidl. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Austria. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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