Lidl is a discount grocery store chain that has been expanding rapidly in the United States over the past few years. Originally from Germany, Lidl now has over 11,000 stores across Europe and the United States.
Lidl’s target market is value-conscious shoppers who are looking for high-quality, affordable groceries. Lidl offers a limited selection of products, which helps to keep prices low.
So, who is the Lidl target market? Who shops there? In this article, we will take a closer look at the demographics of Lidl shoppers and understand the reasons why they shop at Lidl instead of elsewhere.
Who is the Lidl Target Market?
To best understand the Lidl target market, we need to ask ourselves why people shop at Lidl. After all, Lidl isn’t the only grocery store customers have access to. So why Lidl? Why not Aldi – another discount grocery store? Or a convenience store? Or do groceries online?
And if discounts are not what people are looking for them why not more expensive grocery stores like Whole Foods, Kroger, Safeway, or Trader Joe’s?
By understanding customer needs and motivation behind choosing Lidl over an alternative, we can divide the Lidl target market into the following customer segments:
- Value-conscious shoppers looking for good quality groceries at reasonable prices
- People who live close to a Lidl store
- People who like the convenience of Lidl
- People who like certain items specifically sold at Lidl
- People who are looking to save time by shopping at a store with a limited selection of products
- People with special dietary restrictions
- Families doing groceries in large quantities
Let’s look closely at each of these customer segments of the Lidl target market.
#1. Value-conscious shoppers looking for good quality groceries at reasonable prices
One of the most important segments of the Lidl target market is value-conscious shoppers. These are people who want to get the most bang for their buck – good quality products at reasonable prices.
These people may not care about how big or small a grocery store is, as long as they can find what they need at a price that suits their budget. They also do not care how items are displayed on shelves or how fancy the store looks. All they care about is getting their groceries at a good price and good quality.
They may also not care much about choice. For instance, a value-conscious shopper at Lidl may be perfectly happy to buy a generic brand of laundry detergent because it is a lot cheaper than the name-brand alternative. Or they may be perfectly happy getting to select from only a few types of wines than a wide variety.
#2. People who live close to a Lidl store
Very often one of the main reasons people shop at a certain grocery store is because it is conveniently located. This is equally true for Lidl.
These people may not care so much about Lidl as a brand or the products that are sold there but for them, it is a question of convenience. If Lidl is the closest grocery store to their home or workplace, then that is where they will do their shopping.
For instance, if someone’s out of toilet paper or is looking to buy a roll of kitchen paper towels, they may not want to go all the way to a larger more expensive grocery store that is a 20-minute drive away when they can just pop into the Lidl store that is a two-minute drive away.
So, people in proximity of a Lidl store are automatically a part of the Lidl target market.
#3. People who like the convenience of Lidl
The convenience of shopping at Lidl isn’t limited to its proximity to a shopper’s home or office. Many people like Lidl for the way the aisles are set up and how easy it is to find what they are looking for.
Lidl stores have a very simple layout that makes them easy to navigate. The aisles are wide and well-lit, and the products are organized in a very logical way. This makes it easy for shoppers to find what they need without having to waste a lot of time walking up and down the aisles.
In fact, convenience in all its forms, is one of the 5 Cs with which customers judge the quality of a supermarket. The other Cs are Cost, Choice, Cleanliness, and Condition.
So, Convenience is one of the reasons that many people become a part of the Lidl target market.
#4. People who like certain items specifically sold at Lidl
Many people go to the same grocery store because it carries a specific item that they really like. This could be a certain type of cheese, a specific brand of coffee, or a particular kind of olive oil. And often, if they do not find this item, they’ll just turn around and quit the grocery store.
For some people, the fact that Lidl stocks a certain item is enough to make them do their grocery shopping there, even if they could get a better price elsewhere.
These people may not shop for everything at Lidl – they may still go to a different store for their meat or produce, for instance. But if Lidl is the only place that stocks a certain item that they really like, then that is where they’ll go to buy it. And when they’re there, they’ll likely pick up a few other items as well.
#5. People who are looking to save time by shopping at a store with a limited selection of products
Even though ‘choice’ is one of the Cs with which people judge a supermarket, sometimes too much choice can be a bad thing.
Some people find that a grocery store with a limited selection of products is actually more convenient because it saves them a lot of time. They don’t have to spend a lot of time walking up and down the aisles or comparing different products – they can just go in, find what they need, and check out.
Lidl is a good example of a store with a limited selection of products. This can be a turn-off for some people but for others, it is a big selling point.
#6. People with special dietary restrictions
Dietary restrictions are now more common than ever, and this is a target market that Lidl is very well-suited to serve.
Lidl carries a wide range of products that are suitable for people with special dietary needs, including gluten-free, dairy-free, and vegan options.
For people with dietary restrictions, it can be a challenge to find a grocery store that carries the items they need. But Lidl makes it easy by stocking a wide range of products that cater to a variety of different dietary needs.
This is a very important consideration for a lot of people, and it is one of the main reasons why they choose to shop at Lidl.
#7. Families doing groceries in large quantities
Many families choose to do a big grocery shop once a week or once every two weeks, and Lidl is a great option for this.
Lidl stores are designed to make it easy for shoppers to buy large quantities of groceries. The aisles are wide and there is a lot of space for shopping carts. This makes it easy to get everything you need in one trip, without having to make multiple trips or carry a lot of bags.
Lidl also offers a wide range of products that are perfect for families, including a large selection of pantry staples, a wide variety of frozen foods, and a wide range of fresh produce.
Also, because products at Lidl are reasonably priced, it is easy to stay within a budget when doing a large grocery shop. This makes families with large grocery needs a Lidl target market.
Conclusion
People shop at Lidl for many different reasons and one of the best ways to understand the Lidl target market is to understand these reasons and understand shoppers’ motivations.
The Lidl target market includes, first and foremost, the value-conscious shopper looking for good quality groceries at reasonable prices.
Another reason people shop at Lidl is for convenience. This could be because they have a Lidl store close to their home or work. Or because they appreciate the way Lidl lays out its products and aisles making it easier to shop.
Many people will shop at Lidl because they like a specific product sold there – this could be cheese or a wine brand or even a jar of peanut butter.
People who are looking to save time by shopping at a store with a limited selection of products are also attracted to Lidl as are those with special dietary restrictions who find specific products for their needs.
Finally, families doing groceries in large quantities also shop at Lidl. The reasonable prices at Lidl make it easier to shop in bulk and stay within the family food budget.
