A data profile of the people who buy, follow and care about Lidl in Sweden — modelled from more than twelve digital signal sources. Lidl has an estimated audience of 5,252,169 people in Sweden.
Lidl has an estimated audience of 5,252,169 people in Sweden. 65.2% are female, 34.8% are male, average age 42.1. Top brand affinities: Willys, Swedbank, Biltema, Clas Ohlson, Nordea.
Top brand affinities include Willys, Swedbank, Biltema, with strongest over-indexing on Willys (3.1× the country average).
Demographically, the Lidl audience skews more female with an average age of 42.1, and over-indexes on personality traits such as Social Media Usage, Urban Lifestyle.
The typical Lidl fan in Sweden is more female, around 42.1 years old, with strong Social Media Usage tendencies and a notable affinity for Willys.
The key figures that characterise the Lidl profile in Sweden.
65.2% are female, 34.8% are male, average age 42.1.
| Metric | Value |
|---|---|
| Female | 65.2% |
| Male | 34.8% |
| Average age | 42.1 |
| Estimated audience size | 5,252,169 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 18% | |
| 30-39 | 17% | |
| 40-49 | 21% | |
| 50+ | 29% |
The strongest cross-interests of the Lidl audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Willys | Shopping | 3.10× | ||
| 02 | Hornbach | Shopping | 2.47× | ||
| 03 | Cellbes | Fashion & Accessoires | 2.38× | ||
| 04 | KappAhl | Fashion & Accessoires | 2.35× | ||
| 05 | Viking Line | Cars & Mobility | 2.27× | ||
| 06 | Specsavers | Shopping | 2.18× | ||
| 07 | Ullared | Shopping | 2.15× | ||
| 08 | Lindex | Fashion & Accessoires | 2.04× | ||
| 09 | JYSK | Home & Garden | 2.02× | ||
| 10 | Bingolotto | Movies & TV | 1.97× | ||
| 11 | Coop | Food & Beverages | 1.92× | ||
| 12 | Swedbank | Business & Career | 1.84× | ||
| 13 | Biltema | Business & Career | 1.78× | ||
| 14 | Clas Ohlson | Shopping | 1.74× | ||
| 15 | Momondo | Travel & Leisure | 1.71× | ||
| 16 | Intersport | Shopping | 1.66× | ||
| 17 | Nordea | Business & Career | 1.58× | ||
| 18 | Ellos | Shopping | 1.56× | ||
| 19 | Circle K | Shopping | 1.55× | ||
| 20 | Bauhaus | Shopping | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 1.29× | |
| Urban Lifestyle | OPEN | 1.16× | |
| Early Adopter Mentality | POWER | 0.80× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.50× | |
| Travelling | THRILL | 0.54× | |
| Patriotism | CONSERVATISM | 0.56× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Sweden 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 Sweden. 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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