Lidl brand profile U.S. 2023

How high is the brand awareness of Lidl in the United States?
When it comes to grocery store customers, brand awareness of Lidl is at 33 percent in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Lidl in the United States?
In total, 7 percent of U.S. grocery store customers say they like Lidl.

What is the usage share of Lidl in the United States?
All in all, 7 percent of grocery store customers in the United States use Lidl.

How loyal are the customers of Lidl?
Around 4 percent of grocery store customers in the United States say they are likely to use Lidl again. Set in relation to the 7 percent usage share of the brand, this means that 57 percent of their customers show loyalty to the brand.

What's the buzz around Lidl in the United States?
In September 2023, about 5 percent of U.S. grocery store customers had heard about Lidl in the media, on social media, or in advertising over the past three months.

Lidl brand awareness, usage, popularity, loyalty, and buzz among grocery store customers in the United States in 2023

Characteristic	Share of respondents
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Number of respondents

1,206 respondents

Age group

18-64 years

Special properties

respondents who use grocery stores

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to grocery stores, which of the following brands do you like?
Brand usage: When it comes to grocery stores, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to grocery stores, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

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