Lidl Audience in United Kingdom
Lidl has an estimated audience of 15,268,070 people in United Kingdom. 66.4% are female, 33.6% are male, average age 43.1. Top regions: England, Greater London, South East. Top brand affinities: Moneysupermarket.com, Poundland, USwitch, Home Bargains, Matalan.
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.
Category: Shopping · Type: Brand · Subtype: Supermarket
Demographics of Lidl fans
| Metric | Value |
|---|---|
| Female | 66.4% |
| Male | 33.6% |
| Average age | 43.1 |
| Estimated audience size | 15,268,070 |
Audience persona
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.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 6,035,729 | 0.43× |
| Greater London | 2,163,829 | 1.09× |
| South East | 2,154,785 | 1.05× |
| North West | 2,000,778 | 1.23× |
| Scotland | 1,889,221 | 1.37× |
| South West | 1,756,112 | 1.4× |
| East of England | 1,381,025 | 0.99× |
| East Midlands | 1,159,841 | 1.08× |
| Wales | 956,318 | 1.1× |
| Yorkshire and the Humber | 871,867 | 0.71× |
| Northern Ireland | 517,967 | 1.1× |
| West Midlands | 460,334 | 0.7× |
| North East | 447,491 | 0.75× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Moneysupermarket.com | 6.58× | Business & Career |
| Poundland | 5.22× | Shopping |
| USwitch | 6.71× | Shopping |
| Home Bargains | 3.01× | Shopping |
| Matalan | 2.73× | Shopping |
| Morrisons | 2.63× | Food & Beverages |
| Aldi | 2.48× | Shopping |
| Expedia | 4.52× | Travel & Leisure |
| Supermarket | 2.43× | Shopping |
| Comparethemarket.com | 10.99× | Business & Career |
| Premier Inn | 2.32× | Travel & Leisure |
| Asda | 2.12× | Shopping |
| Tesco | 2.03× | Shopping |
| B&Q | 2.16× | Shopping |
| Argos (retailer) | 2.09× | Shopping |
| Dunelm | 2.26× | Home & Garden |
| Discount stores | 2.32× | Shopping |
| Sainsbury's | 1.94× | Shopping |
| England | 1.55× | Travel & Leisure |
| Clark | 2.82× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.5 |
| Convenience Orientation | PREMIUM | 1.35 |
| Price Sensitivity | PREMIUM | 1.28 |
| Creativity | OPEN | 1.09 |
| Individualism | JOY | 1.07 |
| Design Affinity | PREMIUM | 1.07 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 9.6% |
| Italy | 8.3% |
| United Kingdom | 7.6% |
See Lidl audiences in other countries
More Supermarket audiences in United Kingdom
- Aldi (17,402,911)
- Tesco (17,080,413)
- Sainsbury's (17,001,836)
- Waitrose (16,907,957)
- Asda (16,828,370)
Frequently asked questions
How many fans does Lidl have in United Kingdom?
Lidl has an estimated audience of 15,268,070 people in United Kingdom, concentrated in England and Greater London.
What is the gender split and age of Lidl fans?
66.4% of Lidl fans are female, 33.6% are male, with an average age of 43.1 years.
Which brands do Lidl fans like most?
Lidl fans show strongest brand affinity for Moneysupermarket.com (6.58×), Poundland (5.22×), and USwitch (6.71×) over the country average.
Where do Lidl fans live in United Kingdom?
Lidl fans in United Kingdom are most concentrated in England (reach 6,035,729), Greater London (reach 2,163,829), and South East (reach 2,154,785). 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 Poundland (5.22×), USwitch (6.71×), Home Bargains (3.01×), and Matalan (2.73×) 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 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 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.