Aldi Audience in United Kingdom
Aldi has an estimated audience of 17,402,911 people in United Kingdom. 65.6% are female, 34.4% are male, average age 44.0. Top regions: England, North West, Scotland. Top brand affinities: Lidl, Supermarket, Argos (retailer), National Lottery, British Gas.
The average Aldi fan in United Kingdom is 44.0 years old, more female, and lives primarily in England. The audience is concentrated in England, North West, Scotland. Top brand affinities include Lidl, Supermarket, Argos (retailer), with strongest over-indexing on Lidl (2.89× the country average). Demographically, the Aldi audience skews more female with an average age of 44.0, and over-indexes on personality traits such as Family Orientation, Individualism. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Supermarket
Demographics of Aldi fans
| Metric | Value |
|---|---|
| Female | 65.6% |
| Male | 34.4% |
| Average age | 44.0 |
| Estimated audience size | 17,402,911 |
Audience persona
The typical Aldi fan in United Kingdom is more female, around 44.0 years old, with strong Family Orientation tendencies and a notable affinity for Lidl.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 11,184,407 | 0.69× |
| North West | 2,863,193 | 1.54× |
| Scotland | 2,398,497 | 1.53× |
| South East | 2,104,129 | 0.9× |
| East Midlands | 1,686,203 | 1.38× |
| Wales | 1,626,624 | 1.64× |
| East of England | 1,589,163 | 1× |
| South West | 1,399,872 | 0.98× |
| Yorkshire and the Humber | 1,238,280 | 0.89× |
| Greater London | 1,164,962 | 0.51× |
| West Midlands | 677,850 | 0.91× |
| North East | 608,213 | 0.9× |
| Northern Ireland | 75,286 | 0.14× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Lidl | 2.89× | Shopping |
| Supermarket | 2.68× | Shopping |
| Argos (retailer) | 2.41× | Shopping |
| National Lottery | 2.52× | Games |
| British Gas | 2.88× | Home & Garden |
| Leisure | 1.84× | Travel & Leisure |
| National Lottery (United Kingdom) | 2.32× | Games |
| Premier Inn | 2.33× | Travel & Leisure |
| Child | 1.75× | Kids & Family |
| Daily Express | 1.91× | News |
| Home Bargains | 2.18× | Shopping |
| Current events | 1.65× | Arts & Culture |
| Money | 1.79× | Business & Career |
| Betfred | 2.25× | Games |
| Celebrity | 1.77× | Movies & TV |
| Animal | 1.76× | Pets & Animals |
| Social network | 1.65× | Internet & Social Media |
| Morrisons | 2× | Food & Beverages |
| Garden | 1.66× | Home & Garden |
| TUI | 2.13× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.24 |
| Individualism | JOY | 1.1 |
| Price Sensitivity | PREMIUM | 1.07 |
| Convenience Orientation | PREMIUM | 1.06 |
| Creativity | OPEN | 1.03 |
| DIY Mentality | THRILL | 0.92 |
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 United Kingdom
- Tesco (17,080,413)
- Sainsbury's (17,001,836)
- Waitrose (16,907,957)
- Asda (16,828,370)
- Argos (retailer) (15,492,901)
Frequently asked questions
How many fans does Aldi have in United Kingdom?
Aldi has an estimated audience of 17,402,911 people in United Kingdom, concentrated in England and North West.
What is the gender split and age of Aldi fans?
65.6% of Aldi fans are female, 34.4% are male, with an average age of 44.0 years.
Which brands do Aldi fans like most?
Aldi fans show strongest brand affinity for Lidl (2.89×), Supermarket (2.68×), and Argos (retailer) (2.41×) over the country average.
Where do Aldi fans live in United Kingdom?
Aldi fans in United Kingdom are most concentrated in England (reach 11,184,407), North West (reach 2,863,193), and Scotland (reach 2,398,497). 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 Supermarket (2.68×), Argos (retailer) (2.41×), National Lottery (2.52×), and British Gas (2.88×) compared to the United Kingdom average.
How to read this data
Audience size is the estimated number of people in United Kingdom 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 United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.