Lidl customers in Germany: chocolate brand vs. price 2021

This data show the results of a survey among Lidl customers in Germany on their opinions regarding attention to brand vs. price when buying chocolate in 2021. That year, around 48.9 percent of consumers who shopped at Lidl six months prior to the survey stated they paid more attention to the brand than the price. Among the population, roughly 52.6 percent responded the same way. The base for the survey was the German-speaking population aged 14 years and older.

Share of Lidl customers based on attention to brand or price when buying chocolate compared to the population in Germany in 2021

Characteristic	Lidl customers	Population
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Release date

November 2021

More information

Region

Germany

Survey time period

2021

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Computer-assisted personal interviews (CAPI)

Supplementary notes

In the context of the survey, Lidl customers were defined as people who shopped at Lidl six months prior to the survey.

Information on population:
Base: German-speaking population 14 years of age and older.

Information on total sample:
2020:23,138 respondents, projection to 70.60 million people.

Information on the target group "Lidl customers":
12,558 respondents, projection to 37.58 million people.

Further information on methodology available here and in the report.

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