Lidl Audience in Germany
Lidl has an estimated audience of 19,126,505 people in Germany. 64.2% are female, 35.8% are male, average age 38.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Bonprix, Ernsting's family, Kaufland, Obi (store), Aldi.
The average Lidl fan in Germany is 38.6 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Bonprix, Ernsting's family, Kaufland, with strongest over-indexing on Bonprix (2.36× the country average). Demographically, the Lidl audience skews more female with an average age of 38.6, and over-indexes on personality traits such as DIY Mentality, Family Orientation. 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 Lidl fans
| Metric | Value |
|---|---|
| Female | 64.2% |
| Male | 35.8% |
| Average age | 38.6 |
| Estimated audience size | 19,126,505 |
Audience persona
The typical Lidl fan in Germany is more female, around 38.6 years old, with strong DIY Mentality tendencies and a notable affinity for Bonprix.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 5,301,292 | 1.27× |
| Bayern | 3,039,515 | 0.99× |
| Baden-Württemberg | 2,996,029 | 1.15× |
| Niedersachsen | 2,095,721 | 1.13× |
| Hessen | 1,404,535 | 0.96× |
| Rheinland-Pfalz | 1,125,869 | 1.17× |
| Berlin | 912,402 | 1.07× |
| Sachsen | 851,908 | 0.91× |
| Schleswig-Holstein | 700,708 | 1.02× |
| Brandenburg | 543,230 | 0.92× |
| Sachsen-Anhalt | 439,762 | 0.89× |
| Hamburg | 416,337 | 0.96× |
| Thüringen | 384,232 | 0.79× |
| Mecklenburg-Vorpommern | 321,834 | 0.88× |
| Saarland | 219,196 | 0.93× |
| Bremen | 157,883 | 0.97× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Bonprix | 2.36× | Shopping |
| Ernsting's family | 2.77× | Shopping |
| Kaufland | 1.64× | Shopping |
| Obi (store) | 1.53× | Shopping |
| Aldi | 1.52× | Shopping |
| Gala | 1.62× | News |
| Deichmann | 1.75× | Shopping |
| C&A | 1.92× | Shopping |
| Tchibo | 1.93× | Shopping |
| Rossmann | 1.52× | Shopping |
| Supermarket | 1.71× | Shopping |
| Wetter.de | 1.99× | Home & Garden |
| QVC | 1.94× | Movies & TV |
| Gute Zeiten, schlechte Zeiten | 1.79× | Movies & TV |
| Baby food | 1.94× | Kids & Family |
| Let's Dance (German TV series) | 1.67× | Movies & TV |
| Roland Kaiser | 1.65× | Music & Radio |
| Children's clothing | 1.62× | Fashion & Accessoires |
| Fressnapf | 1.66× | Shopping |
| Hardware store | 1.51× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.11 |
| Family Orientation | CONSERVATISM | 1.07 |
| Price Sensitivity | PREMIUM | 1.03 |
| Creativity | OPEN | 0.97 |
| Indulgence | JOY | 0.96 |
| Sports Activity | POWER | 0.96 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 9.6% |
| Italy | 8.3% |
| United Kingdom | 7.6% |
See Lidl audiences in other countries
More Supermarket audiences in Germany
- REWE (18,725,823)
- Aldi (18,235,604)
- Edeka (18,145,836)
- Kaufland (17,499,107)
- Netto Marken-Discount (17,324,905)
Frequently asked questions
How many fans does Lidl have in Germany?
Lidl has an estimated audience of 19,126,505 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Lidl fans?
64.2% of Lidl fans are female, 35.8% are male, with an average age of 38.6 years.
Which brands do Lidl fans like most?
Lidl fans show strongest brand affinity for Bonprix (2.36×), Ernsting's family (2.77×), and Kaufland (1.64×) over the country average.
Where do Lidl fans live in Germany?
Lidl fans in Germany are most concentrated in Nordrhein-Westfalen (reach 5,301,292), Bayern (reach 3,039,515), and Baden-Württemberg (reach 2,996,029). These three regions account for the largest share of the active audience.
What other brands do Lidl fans also like?
Beyond Lidl itself, the audience over-indexes on Ernsting's family (2.77×), Kaufland (1.64×), Obi (store) (1.53×), and Aldi (1.52×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany 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.
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.