Rascasse Audience Intelligence

Lidl Target Market in United States

A data profile of the people who buy, follow and care about Lidl in United States — modelled from more than twelve digital signal sources. Lidl has an estimated audience of 8,257,680 people in United States.

#18among Supermarket in United States#444among Brand in United States#118in Shopping

The average Lidl fan in United States is 35.7 years old, more female, and lives primarily in New York.

The audience is concentrated in New York, Virginia, North Carolina.

Top brand affinities include LabCorp, Food and drink, Nancy Mace, with strongest over-indexing on LabCorp (4.73× the country average).

Demographically, the Lidl audience skews more female with an average age of 35.7, and over-indexes on personality traits such as Design Affinity, Indulgence.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Lidl fan in United States is more female, around 35.7 years old, with strong Design Affinity tendencies and a notable affinity for LabCorp.

Category: Shopping · Type: Brand · Subtype: Supermarket

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Lidl profile in United States.

Audience size
8.3M
in United States
Gender
64.9%♀
35.1% male
Age
35.7
average years
Country rank
#4294
Brand in United States
Fig. 01

Search interest · 12-month trend

+25%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Lidl

64.9% are female, 35.1% are male, average age 35.7.

Fig. 02

Gender split

64.9%
Female
35.1%
Male
Demographic split for Lidl audience in United States
MetricValue
Female64.9%
Male35.1%
Average age35.7
Estimated audience size8,257,680
Fig. 03

Age distribution

Ø 35.7
average years
Age distribution of the Lidl audience in United States
Age bracketShare%
16-1933%
20-2918%
30-3916%
40-4918%
50+16%
Fig. 04

Worldwide distribution

4.1%

of the worldwide Lidl audience comes from United States.

Worldwide audience distribution share by country for Lidl
CountryShare
Germany9.5%
Italy8.3%
United Kingdom7.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Lidl audience in United States is strongest.

Fig. 05

Top regions by affinity

Lidl customers by region in United States
#RegionReachAffinity×
01Maryland~900K6.32×
02Virginia~1M6.12×
03Washington, District of Columbia~100K5.72×
04New Jersey~1M4.91×
05North Carolina~1M4.55×
06New York~2M4.11×
07South Carolina~400K3.46×
08Georgia~800K3.38×
09Delaware~70K2.98×
10Pennsylvania~500K1.99×
11Wyoming~8K0.65×
12Connecticut~30K0.36×
13West Virginia~10K0.35×
14Alaska~5K0.31×
15North Dakota~5K0.30×
16Kansas~20K0.29×
17New Hampshire~9K0.29×
18Florida~200K0.28×
19South Dakota~5K0.28×
20Massachusetts~40K0.27×
21Rhode Island~7K0.27×
22Montana~6K0.26×
23Maine~7K0.25×
24Tennessee~40K0.23×
25California~200K0.22×
26Illinois~60K0.22×
27Ohio~50K0.22×
28Hawaii~7K0.22×
29Idaho~8K0.21×
30Washington~30K0.20×
31Colorado~30K0.20×
32Alabama~20K0.20×
33Louisiana~20K0.20×
34Kentucky~20K0.20×
35Mississippi~10K0.20×
36New Mexico~8K0.20×
37Arkansas~10K0.19×
38Nebraska~8K0.19×
39Michigan~40K0.18×
40Indiana~30K0.18×
41Oregon~20K0.18×
42Nevada~10K0.18×
43Utah~10K0.18×
44Iowa~10K0.18×
45Texas~100K0.17×
46Missouri~20K0.17×
47Minnesota~20K0.17×
48Oklahoma~10K0.17×
49Arizona~30K0.16×
50Wisconsin~20K0.16×
Fig. 06

Affinity by region

Affinity by region — Lidl, United States
0.16×1.00×6.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Lidl audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lidl audience
#·InterestCategoryAffinity×
01BiscuitvilleFood & Beverages19.03×
02Cape Fear (1991 film)Movies & TV10.91×
03RIVERSIDEMusic & Radio9.33×
04King Charles (musician)Music & Radio7.78×
05Restaurant DepotFood & Beverages6.24×
06Warriors (novel series)Literature5.40×
07Facial careBeauty & Wellness5.08×
08LabCorpHealth4.73×
09Food LionShopping4.30×
10Nancy MacePolitics & Society3.72×
11Catherine O'HaraMovies & TV3.53×
12AldiShopping2.65×
13Discount storesShopping2.57×
14PeacemakerMovies & TV2.49×
15BeautyBeauty & Wellness1.75×
16BeveragesFood & Beverages1.74×
17Food and drinkFood & Beverages1.70×
18FoodFood & Beverages1.65×
19MoviesMovies & TV1.51×
20FamilyKids & Family1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lidl audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Lidl audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.61×
IndulgenceJOY1.41×
TraditionCONSERVATISM1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lidl audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.98×
Early Adopter MentalityPOWER1.00×
Sports ActivityPOWER1.05×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Lidl's target market in United States?

Lidl's target market in United States covers an estimated 8,257,680 people, concentrated in New York and Virginia.

02

What is the gender split and age of Lidl customers?

64.9% of the Lidl audience are female, 35.1% are male, with an average age of 35.7 years.

03

Which brands do Lidl fans like most?

Lidl fans show strongest brand affinity for LabCorp (4.73×), Food and drink (1.7×), and Nancy Mace (3.72×) over the country average.

04

Where do Lidl fans live in United States?

Lidl fans in United States are most concentrated in New York (reach ~2M), Virginia (reach ~1M), and North Carolina (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Lidl fans also like?

Beyond Lidl itself, the audience over-indexes on Food and drink (1.7×), Nancy Mace (3.72×), Warriors (novel series) (5.4×), and Beauty (1.75×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Supermarket audiences in United States

See Lidl audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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 States. 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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