Rascasse Audience Intelligence

Aldi Target Market in Germany

Aldi has an estimated audience of 18.2M people in Germany.

#3among Supermarket in Germany
#6among brands in Germany
#9in Shopping

The average Aldi fan in Germany is 41.2 years old, more female, and lives primarily in Nordrhein-Westfalen.

By number of fans, Aldi ranks #3 among the 221 objects in Supermarket in Germany — 135.2× the group median.

Its fans are 2.4 years older than the group average of 38.8.

Women make up 58.6% of the fan base, 2.1 percentage points fewer than the group average.

Compared with the other 220 objects in Supermarket, Aldi fans stand out for their interest in Damascus, CHECK24 and TK Maxx.

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

Top affinities include Damascus, CHECK24, Netto Marken-Discount, with strongest over-indexing on Damascus (3.91× the country average).

Demographically, the Aldi audience skews more female with an average age of 41.2, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.

The typical Aldi fan in Germany is more female, around 41.2 years old, with strong Quality Awareness tendencies and a notable affinity for Damascus.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
18.2M
in Germany
Gender
58.6%♀
41.4% male
Age
41.2
average years
Country rank
#78
among all objects in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Aldi

58.6% are female, 41.4% are male, average age 41.2.

Fig. 02

Gender split

58.6%
Female
41.4%
Male
Demographic split for Aldi audience in Germany
MetricValue
Female58.6%
Male41.4%
Average age41.2
Estimated audience size18.2M
Fig. 03

Age distribution

Ø 41.2
average years
Age distribution of the Aldi audience in Germany
Age bracketShare%
16-2417%
25-3417%
35-4420%
45-5424%
55+22%
Fig. 04

Worldwide distribution

10.4%

of the worldwide Aldi audience comes from Germany.

Worldwide audience distribution share by country for Aldi
CountryShare
United States36.0%
Germany10.4%
United Kingdom10.0%
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

Aldi customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~5.5M1.33×
02Rheinland-Pfalz~1M1.14×
03Baden-Württemberg~3M1.11×
04Saarland~200K1.10×
05Niedersachsen~2M1.07×
06Schleswig-Holstein~700K1.06×
07Hamburg~400K1.06×
08Hessen~1.5M1.04×
09Bremen~200K1.01×
10Bayern~3M1.00×
11Berlin~700K0.90×
12Sachsen-Anhalt~400K0.89×
13Sachsen~800K0.86×
14Mecklenburg-Vorpommern~300K0.86×
15Brandenburg~500K0.85×
16Thüringen~300K0.73×
Fig. 06

Affinity by region

Affinity by region — Aldi, Germany
0.73×1.00×1.33×
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×
01DamascusTravel & Leisure3.91×
02CHECK24Business & Career2.49×
03Netto Marken-DiscountShopping2.41×
04PennyShopping2.39×
05SupermarketShopping2.20×
06TK MaxxShopping2.12×
07CommerzbankBusiness & Career2.10×
08Burger KingFood & Beverages2.07×
09SparkasseBusiness & Career1.97×
10ImmoweltHome & Garden1.97×
11KauflandShopping1.90×
12AutoScout24Cars & Mobility1.88×
13LidlShopping1.81×
14DeichmannShopping1.78×
15EdekaShopping1.73×
16REWEShopping1.72×
17EBayShopping1.71×
18ImmoScout24Home & Garden1.66×
19Deutsche BahnCars & Mobility1.54×
20Obi (store)Shopping1.53×
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
Quality AwarenessPREMIUM1.25×
DIY MentalityTHRILL1.15×
Social Media UsageJOY1.10×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Aldi audience vs. the country average · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.52×
MindfulnessBALANCE0.54×
IndividualismJOY0.58×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in Germany

Related rankings

See Aldi 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 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
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/aldi-12014” · Methodology