A data profile of the people who buy, follow and care about Lidl in United Kingdom — modelled from more than twelve digital signal sources. Lidl has an estimated audience of 15,268,070 people in United Kingdom.
The average Lidl fan in United Kingdom is 43.1 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Moneysupermarket.com, Poundland, USwitch, with strongest over-indexing on Moneysupermarket.com (6.58× the country average).
Demographically, the Lidl audience skews more female with an average age of 43.1, and over-indexes on personality traits such as Family Orientation, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Lidl fan in United Kingdom is more female, around 43.1 years old, with strong Family Orientation tendencies and a notable affinity for Moneysupermarket.com.
The key figures that characterise the Lidl profile in United Kingdom.
66.4% are female, 33.6% are male, average age 43.1.
| Metric | Value |
|---|---|
| Female | 66.4% |
| Male | 33.6% |
| Average age | 43.1 |
| Estimated audience size | 15,268,070 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 30% |
Where the Lidl audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South West | ~2M | 1.40× | |
| 02 | Scotland | ~2M | 1.37× | |
| 03 | North West | ~2M | 1.23× | |
| 04 | Wales | ~1M | 1.10× | |
| 05 | Northern Ireland | ~500K | 1.10× | |
| 06 | Greater London | ~2M | 1.09× | |
| 07 | East Midlands | ~1M | 1.08× | |
| 08 | South East | ~2M | 1.05× | |
| 09 | East of England | ~1.5M | 0.99× | |
| 10 | North East | ~400K | 0.75× | |
| 11 | Yorkshire and the Humber | ~900K | 0.71× | |
| 12 | West Midlands | ~500K | 0.70× | |
| 13 | England | ~6M | 0.43× |
The strongest cross-interests of the Lidl audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Comparethemarket.com | Business & Career | 10.99× | ||
| 02 | USwitch | Shopping | 6.71× | ||
| 03 | Moneysupermarket.com | Business & Career | 6.58× | ||
| 04 | Poundland | Shopping | 5.22× | ||
| 05 | Expedia | Travel & Leisure | 4.52× | ||
| 06 | Home Bargains | Shopping | 3.01× | ||
| 07 | Clark | Business & Career | 2.82× | ||
| 08 | Matalan | Shopping | 2.73× | ||
| 09 | Morrisons | Food & Beverages | 2.63× | ||
| 10 | Aldi | Shopping | 2.48× | ||
| 11 | Supermarket | Shopping | 2.43× | ||
| 12 | Discount stores | Shopping | 2.32× | ||
| 13 | Dunelm | Home & Garden | 2.26× | ||
| 14 | B&Q | Shopping | 2.16× | ||
| 15 | Asda | Shopping | 2.12× | ||
| 16 | Argos (retailer) | Shopping | 2.09× | ||
| 17 | Tesco | Shopping | 2.03× | ||
| 18 | Sainsbury's | Shopping | 1.94× | ||
| 19 | Halifax (United Kingdom bank) | Business & Career | 1.90× | ||
| 20 | England | Travel & Leisure | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.57× | |
| Convenience Orientation | PREMIUM | 1.42× | |
| Price Sensitivity | PREMIUM | 1.37× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.81× | |
| Risk Appetite | THRILL | 0.86× | |
| Sustainability | BALANCE | 0.88× |
Lidl's target market in United Kingdom covers an estimated 15,268,070 people, concentrated in England and Greater London.
66.4% of the Lidl audience are female, 33.6% are male, with an average age of 43.1 years.
Lidl fans show strongest brand affinity for Moneysupermarket.com (6.58×), Poundland (5.22×), and USwitch (6.71×) over the country average.
Lidl fans in United Kingdom are most concentrated in England (reach ~6M), Greater London (reach ~2M), and South East (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Lidl itself, the audience over-indexes on Poundland (5.22×), USwitch (6.71×), Home Bargains (3.01×), and Matalan (2.73×) 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 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.
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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