A data profile of the people who buy, follow and care about Aldi in Australia — modelled from more than twelve digital signal sources. Aldi has an estimated audience of 7,711,868 people in Australia.
The average Aldi fan in Australia is 43.5 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Spotlight (software), Costco, Spotlights, with strongest over-indexing on Spotlight (software) (2.66× the country average).
Demographically, the Aldi audience skews more female with an average age of 43.5, and over-indexes on personality traits such as Community Orientation, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Aldi fan in Australia is more female, around 43.5 years old, with strong Community Orientation tendencies and a notable affinity for Spotlight (software).
The key figures that characterise the Aldi profile in Australia.
69.5% are female, 30.5% are male, average age 43.5.
| Metric | Value |
|---|---|
| Female | 69.5% |
| Male | 30.5% |
| Average age | 43.5 |
| Estimated audience size | 7,711,868 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 31% |
of the worldwide Aldi audience comes from Australia.
| Country | Share |
|---|---|
| United States | 36.0% |
| Germany | 10.4% |
| United Kingdom | 10.0% |
Where the Aldi audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Queensland | ~2.5M | 1.45× | |
| 02 | South Australia | ~800K | 1.36× | |
| 03 | Australian Capital Territory | ~200K | 1.36× | |
| 04 | Victoria | ~3M | 1.35× | |
| 05 | New South Wales | ~3.5M | 1.18× | |
| 06 | Western Australia | ~1M | 1.08× | |
| 07 | Northern Territory | ~10K | 0.17× | |
| 08 | Tasmania | ~20K | 0.14× |
The strongest cross-interests of the Aldi audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Retirement community | Kids & Family | 3.27× | ||
| 02 | Harris Scarfe | Home & Garden | 2.97× | ||
| 03 | Spotlight (software) | Technology & Electronics | 2.66× | ||
| 04 | Costco | Shopping | 2.57× | ||
| 05 | Ninemsn | News | 2.17× | ||
| 06 | The Good Guys (2010 TV series) | Movies & TV | 2.08× | ||
| 07 | Australia Post | Business & Career | 2.01× | ||
| 08 | Big W | Shopping | 1.96× | ||
| 09 | Webjet | Travel & Leisure | 1.96× | ||
| 10 | Woolworths | Shopping | 1.92× | ||
| 11 | Bureau of Meteorology | Home & Garden | 1.90× | ||
| 12 | Kmart | Shopping | 1.82× | ||
| 13 | Officeworks | Shopping | 1.77× | ||
| 14 | Virgin Australia | Music & Radio | 1.70× | ||
| 15 | Dan Murphy's | Food & Beverages | 1.68× | ||
| 16 | IKEA | Home & Garden | 1.64× | ||
| 17 | SEEK | Business & Career | 1.64× | ||
| 18 | Garden | Home & Garden | 1.63× | ||
| 19 | Westpac | Business & Career | 1.63× | ||
| 20 | Spotlights | Music & Radio | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.68× | |
| Family Orientation | CONSERVATISM | 1.60× | |
| Convenience Orientation | PREMIUM | 1.53× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.88× | |
| Luxury Orientation | PREMIUM | 0.93× | |
| Mindfulness | BALANCE | 0.99× |
Aldi's target market in Australia covers an estimated 7,711,868 people, concentrated in New South Wales and Victoria.
69.5% of the Aldi audience are female, 30.5% are male, with an average age of 43.5 years.
Aldi fans show strongest brand affinity for Spotlight (software) (2.66×), Costco (2.57×), and Spotlights (1.53×) over the country average.
Aldi fans in Australia are most concentrated in New South Wales (reach ~3.5M), Victoria (reach ~3M), and Queensland (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Aldi itself, the audience over-indexes on Costco (2.57×), Spotlights (1.53×), Big W (1.96×), and Bureau of Meteorology (1.9×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Aldi. 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 Australia. 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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