Lidl Target Market in Germany
A data profile of the people who buy, follow and care about Lidl in Germany — modelled from more than twelve digital signal sources. Lidl has an estimated audience of 19,126,505 people in Germany.
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 Ernsting's family, Bonprix, Kaufland, with strongest over-indexing on Ernsting's family (2.77× 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.
The typical Lidl fan in Germany is more female, around 38.6 years old, with strong DIY Mentality tendencies and a notable affinity for Ernsting's family.
At a glance
The key figures that characterise the Lidl profile in Germany.
Search interest · 12-month trend
Customer demographics of Lidl
64.2% are female, 35.8% are male, average age 38.6.
Gender split
| Metric | Value |
|---|---|
| Female | 64.2% |
| Male | 35.8% |
| Average age | 38.6 |
| Estimated audience size | 19,126,505 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 20% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 17% |
Worldwide distribution
of the worldwide Lidl audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 9.5% |
| Italy | 8.3% |
| United Kingdom | 7.6% |
Geography
Where the Lidl audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Nordrhein-Westfalen | ~5M | 1.19× | |
| 02 | Rheinland-Pfalz | ~1M | 1.18× | |
| 03 | Berlin | ~1M | 1.15× | |
| 04 | Baden-Württemberg | ~3M | 1.14× | |
| 05 | Bremen | ~200K | 1.10× | |
| 06 | Niedersachsen | ~2M | 1.08× | |
| 07 | Schleswig-Holstein | ~700K | 1.02× | |
| 08 | Bayern | ~3M | 1.00× | |
| 09 | Hamburg | ~400K | 0.99× | |
| 10 | Mecklenburg-Vorpommern | ~400K | 0.96× | |
| 11 | Saarland | ~200K | 0.93× | |
| 12 | Hessen | ~1.5M | 0.92× | |
| 13 | Brandenburg | ~500K | 0.90× | |
| 14 | Sachsen | ~800K | 0.89× | |
| 15 | Sachsen-Anhalt | ~400K | 0.84× | |
| 16 | Thüringen | ~400K | 0.76× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Lidl audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ernsting's family | Shopping | 2.77× | ||
| 02 | Bonprix | Shopping | 2.36× | ||
| 03 | Wetter.de | Home & Garden | 1.99× | ||
| 04 | Alles was zählt | Movies & TV | 1.98× | ||
| 05 | QVC | Movies & TV | 1.94× | ||
| 06 | Baby food | Kids & Family | 1.94× | ||
| 07 | Tchibo | Shopping | 1.93× | ||
| 08 | C&A | Shopping | 1.92× | ||
| 09 | Gute Zeiten, schlechte Zeiten | Movies & TV | 1.79× | ||
| 10 | Deichmann | Shopping | 1.75× | ||
| 11 | Supermarket | Shopping | 1.71× | ||
| 12 | Let's Dance (German TV series) | Movies & TV | 1.67× | ||
| 13 | Fressnapf | Shopping | 1.66× | ||
| 14 | Roland Kaiser | Music & Radio | 1.65× | ||
| 15 | Kaufland | Shopping | 1.64× | ||
| 16 | Children's clothing | Fashion & Accessoires | 1.62× | ||
| 17 | Obi (store) | Shopping | 1.53× | ||
| 18 | Aldi | Shopping | 1.52× | ||
| 19 | Rossmann | Shopping | 1.52× | ||
| 20 | Hardware store | Home & Garden | 1.51× |
Personality of the Lidl audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.18× | |
| Family Orientation | CONSERVATISM | 1.09× | |
| Creativity | OPEN | 1.08× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.62× | |
| Mindfulness | BALANCE | 0.63× | |
| Urban Lifestyle | OPEN | 0.63× |
Frequently asked questions
Who is Lidl's target market in Germany?
Lidl's target market in Germany covers an estimated 19,126,505 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Lidl customers?
64.2% of the Lidl audience 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 Ernsting's family (2.77×), Bonprix (2.36×), 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 ~5M), Bayern (reach ~3M), and Baden-Württemberg (reach ~3M). 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 Bonprix (2.36×), Kaufland (1.64×), Obi (store) (1.53×), and Aldi (1.52×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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)
Related rankings
See Lidl audiences in other countries
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.
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