A data profile of the people who buy, follow and care about Lidl in Italy — modelled from more than twelve digital signal sources. Lidl has an estimated audience of 16,688,411 people in Italy.
The average Lidl fan in Italy is 41.8 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Veneto, Sicilia.
Top brand affinities include Carrefour Market, Aldi, Conad, with strongest over-indexing on Carrefour Market (5.69× the country average).
Demographically, the Lidl audience skews more female with an average age of 41.8, and over-indexes on personality traits such as DIY Mentality, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Lidl fan in Italy is more female, around 41.8 years old, with strong DIY Mentality tendencies and a notable affinity for Carrefour Market.
The key figures that characterise the Lidl profile in Italy.
65.2% are female, 34.8% are male, average age 41.8.
| Metric | Value |
|---|---|
| Female | 65.2% |
| Male | 34.8% |
| Average age | 41.8 |
| Estimated audience size | 16,688,411 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 26% |
of the worldwide Lidl audience comes from Italy.
| Country | Share |
|---|---|
| Germany | 9.5% |
| Italy | 8.3% |
| United Kingdom | 7.6% |
Where the Lidl audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Veneto | ~2M | 1.51× | |
| 02 | Friuli-Venezia Giulia | ~400K | 1.40× | |
| 03 | Sicilia | ~2M | 1.34× | |
| 04 | Piedmont | ~1.5M | 1.23× | |
| 05 | Emilia-Romagna | ~1.5M | 1.20× | |
| 06 | Trentino-Alto Adige/Südtirol | ~400K | 1.16× | |
| 07 | Sardinia | ~500K | 1.11× | |
| 08 | Tuscany | ~1M | 1.07× | |
| 09 | Lombardy | ~3M | 1.04× | |
| 10 | Calabria | ~500K | 1.03× | |
| 11 | Puglia | ~1M | 1.00× | |
| 12 | Liguria | ~500K | 0.99× | |
| 13 | Umbria | ~200K | 0.89× | |
| 14 | Lazio | ~2M | 0.87× | |
| 15 | Marche | ~400K | 0.87× | |
| 16 | Abruzzo | ~300K | 0.87× | |
| 17 | Campania | ~1.5M | 0.76× | |
| 18 | Molise | ~60K | 0.70× | |
| 19 | Aosta Valley | ~20K | 0.57× | |
| 20 | Basilicata | ~60K | 0.42× |
The strongest cross-interests of the Lidl audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Carrefour Market | Shopping | 5.69× | ||
| 02 | Aldi | Shopping | 4.89× | ||
| 03 | Spar (retailer) | Shopping | 4.39× | ||
| 04 | Despar | Shopping | 3.51× | ||
| 05 | Chain store | Shopping | 3.46× | ||
| 06 | Auchan | Shopping | 3.11× | ||
| 07 | Conad | Shopping | 2.79× | ||
| 08 | Carrefour Express | Shopping | 2.73× | ||
| 09 | Supermarket | Shopping | 2.62× | ||
| 10 | Saving | Business & Career | 2.55× | ||
| 11 | Hypermarket | Shopping | 2.39× | ||
| 12 | OVS | Fashion & Accessoires | 2.14× | ||
| 13 | 3BMeteo | News | 2.11× | ||
| 14 | SuperEnalotto | Games | 2.06× | ||
| 15 | Culinary art | Arts & Culture | 1.94× | ||
| 16 | Esselunga | Shopping | 1.86× | ||
| 17 | Discounting | Shopping | 1.77× | ||
| 18 | IKEA | Home & Garden | 1.75× | ||
| 19 | Message in a Bottle (film) | Movies & TV | 1.71× | ||
| 20 | Home Appliances | Home & Garden | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.36× | |
| Price Sensitivity | PREMIUM | 1.22× | |
| Creativity | OPEN | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.52× | |
| Risk Appetite | THRILL | 0.55× | |
| Patriotism | CONSERVATISM | 0.73× |
Lidl's target market in Italy covers an estimated 16,688,411 people, concentrated in Lombardy and Veneto.
65.2% of the Lidl audience are female, 34.8% are male, with an average age of 41.8 years.
Lidl fans show strongest brand affinity for Carrefour Market (5.69×), Aldi (4.89×), and Conad (2.79×) over the country average.
Lidl fans in Italy are most concentrated in Lombardy (reach ~3M), Veneto (reach ~2M), and Sicilia (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Lidl itself, the audience over-indexes on Aldi (4.89×), Conad (2.79×), Supermarket (2.62×), and Message in a Bottle (film) (1.71×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy 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 Italy. 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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