A data profile of the people who buy, follow and care about Aldi in United Kingdom — modelled from more than twelve digital signal sources. Aldi has an estimated audience of 17,402,911 people in United Kingdom.
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 Individualism, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Aldi fan in United Kingdom is more female, around 44.0 years old, with strong Individualism tendencies and a notable affinity for Lidl.
The key figures that characterise the Aldi profile in United Kingdom.
65.6% are female, 34.4% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 65.6% |
| Male | 34.4% |
| Average age | 44.0 |
| Estimated audience size | 17,402,911 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 31% |
of the worldwide Aldi audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 36.0% |
| Germany | 10.4% |
| United Kingdom | 9.9% |
Where the Aldi audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Wales | ~1.5M | 1.64× | |
| 02 | North West | ~3M | 1.54× | |
| 03 | Scotland | ~2.5M | 1.53× | |
| 04 | East Midlands | ~1.5M | 1.38× | |
| 05 | East of England | ~1.5M | 1.00× | |
| 06 | South West | ~1.5M | 0.98× | |
| 07 | West Midlands | ~700K | 0.91× | |
| 08 | South East | ~2M | 0.90× | |
| 09 | North East | ~600K | 0.90× | |
| 10 | Yorkshire and the Humber | ~1M | 0.89× | |
| 11 | England | ~11M | 0.69× | |
| 12 | Greater London | ~1M | 0.51× | |
| 13 | Northern Ireland | ~80K | 0.15× |
The strongest cross-interests of the Aldi audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lidl | Shopping | 2.89× | ||
| 02 | British Gas | Home & Garden | 2.88× | ||
| 03 | Supermarket | Shopping | 2.68× | ||
| 04 | National Lottery | Games | 2.52× | ||
| 05 | Argos (retailer) | Shopping | 2.41× | ||
| 06 | National Lottery (United Kingdom) | Games | 2.32× | ||
| 07 | Betfred | Games | 2.25× | ||
| 08 | Home Bargains | Shopping | 2.18× | ||
| 09 | TUI | Travel & Leisure | 2.13× | ||
| 10 | Morrisons | Food & Beverages | 2.00× | ||
| 11 | Daily Express | News | 1.91× | ||
| 12 | Daily Mirror | News | 1.89× | ||
| 13 | Leisure | Travel & Leisure | 1.84× | ||
| 14 | Money | Business & Career | 1.79× | ||
| 15 | Celebrity | Movies & TV | 1.77× | ||
| 16 | Animal | Pets & Animals | 1.76× | ||
| 17 | Child | Kids & Family | 1.75× | ||
| 18 | Garden | Home & Garden | 1.66× | ||
| 19 | Current events | Arts & Culture | 1.65× | ||
| 20 | Social network | Internet & Social Media | 1.65× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.53× | |
| Price Sensitivity | PREMIUM | 1.51× | |
| Convenience Orientation | PREMIUM | 1.47× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.77× | |
| Risk Appetite | THRILL | 0.79× | |
| Patriotism | CONSERVATISM | 0.87× |
Aldi's target market in United Kingdom covers an estimated 17,402,911 people, concentrated in England and North West.
65.6% of the Aldi audience are female, 34.4% are male, with an average age of 44.0 years.
Aldi fans show strongest brand affinity for Lidl (2.89×), Supermarket (2.68×), and Argos (retailer) (2.41×) over the country average.
Aldi fans in United Kingdom are most concentrated in England (reach ~11M), North West (reach ~3M), and Scotland (reach ~2.5M). These three regions account for the largest share of the active audience.
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.
Related profiles, rankings and the same audience in other markets.
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.
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.
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