A data profile of the people who buy, follow and care about Fragrances in Austria — modelled from more than twelve digital signal sources. Fragrances has an estimated audience of 1,230,489 people in Austria.
The average Fragrances fan in Austria is 41.1 years old, more female, and lives primarily in Vienna.
The audience is concentrated in Vienna, Lower Austria, Upper Austria.
Top brand affinities include Müller (German trade company), Bipa, H&M, with strongest over-indexing on Müller (German trade company) (1.69× the country average).
Demographically, the Fragrances audience skews more female with an average age of 41.1, and over-indexes on personality traits such as Patriotism, Luxury Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 9 regions tracked by Rascasse.
The typical Fragrances fan in Austria is more female, around 41.1 years old, with strong Patriotism tendencies and a notable affinity for Müller (German trade company).
The key figures that characterise the Fragrances profile in Austria.
67.7% are female, 32.3% are male, average age 41.1.
| Metric | Value |
|---|---|
| Female | 67.7% |
| Male | 32.3% |
| Average age | 41.1 |
| Estimated audience size | 1,230,489 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 22% | |
| 30-39 | 22% | |
| 40-49 | 24% | |
| 50+ | 21% |
of the worldwide Fragrances audience comes from Austria.
| Country | Share |
|---|---|
| United States | 15.2% |
| Brazil | 5.4% |
| Italy | 5.2% |
Where the Fragrances audience in Austria is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Vienna | ~300K | 1.31× | |
| 02 | Vorarlberg | ~50K | 1.10× | |
| 03 | Burgenland | ~30K | 1.10× | |
| 04 | Salzburg | ~80K | 0.99× | |
| 05 | Upper Austria | ~200K | 0.95× | |
| 06 | Lower Austria | ~200K | 0.93× | |
| 07 | Styria | ~100K | 0.91× | |
| 08 | Tyrol | ~80K | 0.90× | |
| 09 | Carinthia (state) | ~60K | 0.88× |
The strongest cross-interests of the Fragrances audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Skin care | Beauty & Wellness | 2.18× | ||
| 02 | Natural skin care | Beauty & Wellness | 2.10× | ||
| 03 | Notino | Shopping | 2.04× | ||
| 04 | Blouse | Fashion & Accessoires | 2.01× | ||
| 05 | Rituals | Beauty & Wellness | 1.98× | ||
| 06 | C&A | Shopping | 1.96× | ||
| 07 | Louis Vuitton | Fashion & Accessoires | 1.96× | ||
| 08 | Personal care | Health | 1.91× | ||
| 09 | Deichmann | Shopping | 1.88× | ||
| 10 | TK Maxx | Shopping | 1.88× | ||
| 11 | Children's clothing | Fashion & Accessoires | 1.87× | ||
| 12 | Zara | Shopping | 1.77× | ||
| 13 | Primark | Shopping | 1.70× | ||
| 14 | Müller (German trade company) | Shopping | 1.69× | ||
| 15 | Bipa | Shopping | 1.69× | ||
| 16 | H&M | Shopping | 1.62× | ||
| 17 | Boutiques | Fashion & Accessoires | 1.59× | ||
| 18 | Beauty salons | Beauty & Wellness | 1.58× | ||
| 19 | Dresses | Fashion & Accessoires | 1.56× | ||
| 20 | Shop Apotheke | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.64× | |
| Luxury Orientation | PREMIUM | 1.38× | |
| Travelling | THRILL | 1.12× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.62× | |
| Urban Lifestyle | OPEN | 0.68× | |
| Mindfulness | BALANCE | 0.90× |
Fragrances has an estimated audience of 1,230,489 people in Austria, concentrated in Vienna and Lower Austria.
67.7% of Fragrances fans are female, 32.3% are male, with an average age of 41.1 years.
Fragrances fans show strongest brand affinity for Müller (German trade company) (1.69×), Bipa (1.69×), and H&M (1.62×) over the country average.
Fragrances fans in Austria are most concentrated in Vienna (reach ~300K), Lower Austria (reach ~200K), and Upper Austria (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Fragrances itself, the audience over-indexes on Bipa (1.69×), H&M (1.62×), Deichmann (1.88×), and Skin care (2.18×) compared to the Austria average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Austria who actively search for Fragrances. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Austria. 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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