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Lidl is one of the most popular discounter chains in Germany. One of the main attractions for customers is the opportunity to save money on groceries due to lower product prices offered at the discounter. In some cases, it might even be the driving force for the shopping decision, or a financial necessity. Indeed, over ** percent of Lidl customers responded in a survey that they agreed with the statement “I’m always looking for cheap deals”.

Lidl in Germany

There are over Lidl stores in Germany. Lidl has recorded growing revenue year after year in the last decade, generating billion euros in 2019. While customers may vary their grocery shopping locations and supermarket choice depending on the specific product they are looking for, many stay loyal to their food retailer, especially regarding discounters. Customers may often be looking for cheap deals, but they also have views on good food and drink. Almost ** percent of respondents to a survey agreed that these played a big role in their lives. Lidl shoppers also valued healthy eating in 2020, even if it may cost more. The conclusion is that for consumers cheap deals do not come at the price of food quality.

Who is the typical Lidl customer?

Lidl shoppers have been surveyed regarding various demographic criteria. More women than men shop at Lidl. Customers belong to different age groups, though the highest share has been recorded among those aged 50 to 59 years, followed by customers aged 40 to 49 years. Over half of Lidl shoppers are married.