A data profile of the people who buy, follow and care about Breakfast in Australia — modelled from more than twelve digital signal sources. Breakfast has an estimated audience of 5,218,870 people in Australia.
The average Breakfast fan in Australia is 43.6 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Lunch, Snack food, Pastry, with strongest over-indexing on Lunch (1.81× the country average).
Demographically, the Breakfast audience skews more female with an average age of 43.6, and over-indexes on personality traits such as Healthy Lifestyle, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Breakfast fan in Australia is more female, around 43.6 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Lunch.
The key figures that characterise the Breakfast profile in Australia.
65.1% are female, 34.9% are male, average age 43.6.
| Metric | Value |
|---|---|
| Female | 65.1% |
| Male | 34.9% |
| Average age | 43.6 |
| Estimated audience size | 5,218,870 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 31% |
of the worldwide Breakfast audience comes from Australia.
| Country | Share |
|---|---|
| United States | 19.8% |
| Japan | 8.6% |
| China | 4.9% |
Where the Breakfast audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~200K | 1.36× | |
| 02 | Western Australia | ~700K | 1.13× | |
| 03 | Northern Territory | ~50K | 1.11× | |
| 04 | Queensland | ~1.5M | 1.02× | |
| 05 | Australian Capital Territory | ~100K | 0.91× | |
| 06 | Victoria | ~1.5M | 0.84× | |
| 07 | South Australia | ~300K | 0.83× | |
| 08 | New South Wales | ~1.5M | 0.80× |
The strongest cross-interests of the Breakfast audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Brunch | Food & Beverages | 1.84× | ||
| 02 | Lunch | Food & Beverages | 1.81× | ||
| 03 | spicy food | Food & Beverages | 1.76× | ||
| 04 | Chocolate cake | Food & Beverages | 1.76× | ||
| 05 | Korean hip hop | Music & Radio | 1.72× | ||
| 06 | Sandwich | Food & Beverages | 1.71× | ||
| 07 | Online food ordering | Food & Beverages | 1.70× | ||
| 08 | Snack food | Food & Beverages | 1.63× | ||
| 09 | Gourmet Foods | Food & Beverages | 1.62× | ||
| 10 | Wife | Kids & Family | 1.59× | ||
| 11 | French fries | Food & Beverages | 1.59× | ||
| 12 | Ice cream | Food & Beverages | 1.57× | ||
| 13 | Starbucks | Food & Beverages | 1.56× | ||
| 14 | Cheesecake | Food & Beverages | 1.56× | ||
| 15 | Pork | Food & Beverages | 1.55× | ||
| 16 | Smoothie | Food & Beverages | 1.55× | ||
| 17 | Pastry | Food & Beverages | 1.51× | ||
| 18 | Diners | Food & Beverages | 1.51× | ||
| 19 | Salad | Food & Beverages | 1.51× | ||
| 20 | Hamburger | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.32× | |
| Indulgence | JOY | 1.24× | |
| Community Orientation | OPEN | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.91× | |
| Patriotism | CONSERVATISM | 0.96× | |
| Sustainability | BALANCE | 0.99× |
Breakfast has an estimated audience of 5,218,870 people in Australia, concentrated in New South Wales and Victoria.
65.1% of Breakfast fans are female, 34.9% are male, with an average age of 43.6 years.
Breakfast fans show strongest brand affinity for Lunch (1.81×), Snack food (1.63×), and Pastry (1.51×) over the country average.
Breakfast fans in Australia are most concentrated in New South Wales (reach ~1.5M), Victoria (reach ~1.5M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Breakfast itself, the audience over-indexes on Snack food (1.63×), Pastry (1.51×), Brunch (1.84×), and Ice cream (1.57×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Breakfast. 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 Australia. 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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