Aldi Audience in Germany
Aldi has an estimated audience of 18,235,604 people in Germany. 58.6% are female, 41.4% are male, average age 40.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Netto Marken-Discount, CHECK24, Commerzbank, Lidl, Kaufland.
The average Aldi fan in Germany is 40.5 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Netto Marken-Discount, CHECK24, Commerzbank, with strongest over-indexing on Netto Marken-Discount (2.41× the country average). Demographically, the Aldi audience skews more female with an average age of 40.5, and over-indexes on personality traits such as Indulgence, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Supermarket
Demographics of Aldi fans
| Metric | Value |
|---|---|
| Female | 58.6% |
| Male | 41.4% |
| Average age | 40.5 |
| Estimated audience size | 18,235,604 |
Audience persona
The typical Aldi fan in Germany is more female, around 40.5 years old, with strong Indulgence tendencies and a notable affinity for Netto Marken-Discount.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 5,487,316 | 1.38× |
| Bayern | 3,087,797 | 1.05× |
| Baden-Württemberg | 2,882,853 | 1.16× |
| Niedersachsen | 1,917,758 | 1.08× |
| Hessen | 1,507,988 | 1.09× |
| Rheinland-Pfalz | 1,073,830 | 1.18× |
| Sachsen | 758,290 | 0.85× |
| Berlin | 720,207 | 0.88× |
| Schleswig-Holstein | 689,771 | 1.05× |
| Brandenburg | 477,957 | 0.84× |
| Hamburg | 419,461 | 1.02× |
| Sachsen-Anhalt | 400,089 | 0.85× |
| Thüringen | 327,261 | 0.7× |
| Mecklenburg-Vorpommern | 289,417 | 0.83× |
| Saarland | 246,839 | 1.1× |
| Bremen | 146,164 | 0.94× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Netto Marken-Discount | 2.41× | Shopping |
| CHECK24 | 2.49× | Business & Career |
| Commerzbank | 2.1× | Business & Career |
| Lidl | 1.81× | Shopping |
| Kaufland | 1.9× | Shopping |
| TK Maxx | 2.12× | Shopping |
| REWE | 1.72× | Shopping |
| Burger King | 2.07× | Food & Beverages |
| Penny | 2.39× | Shopping |
| Edeka | 1.73× | Shopping |
| Supermarket | 2.2× | Shopping |
| Aral AG | 1.91× | Cars & Mobility |
| AutoScout24 | 1.88× | Cars & Mobility |
| EBay | 1.71× | Shopping |
| Obi (store) | 1.53× | Shopping |
| Damascus | 3.91× | Travel & Leisure |
| Sparkasse | 1.97× | Business & Career |
| Deichmann | 1.78× | Shopping |
| ImmoScout24 | 1.66× | Home & Garden |
| Deutsche Bahn | 1.54× | Cars & Mobility |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.22 |
| Price Sensitivity | PREMIUM | 1.17 |
| Healthy Lifestyle | BALANCE | 1.16 |
| Sports Activity | POWER | 1.13 |
| DIY Mentality | THRILL | 1.11 |
| Family Orientation | CONSERVATISM | 1 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 36.1% |
| Germany | 10.4% |
| United Kingdom | 10.0% |
See Aldi audiences in other countries
More Supermarket audiences in Germany
- Lidl (19,126,505)
- REWE (18,725,823)
- Edeka (18,145,836)
- Kaufland (17,499,107)
- Netto Marken-Discount (17,324,905)
Frequently asked questions
How many fans does Aldi have in Germany?
Aldi has an estimated audience of 18,235,604 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Aldi fans?
58.6% of Aldi fans are female, 41.4% are male, with an average age of 40.5 years.
Which brands do Aldi fans like most?
Aldi fans show strongest brand affinity for Netto Marken-Discount (2.41×), CHECK24 (2.49×), and Commerzbank (2.1×) over the country average.
Where do Aldi fans live in Germany?
Aldi fans in Germany are most concentrated in Nordrhein-Westfalen (reach 5,487,316), Bayern (reach 3,087,797), and Baden-Württemberg (reach 2,882,853). These three regions account for the largest share of the active audience.
What other brands do Aldi fans also like?
Beyond Aldi itself, the audience over-indexes on CHECK24 (2.49×), Commerzbank (2.1×), Lidl (1.81×), and Kaufland (1.9×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.