A data profile of the people who buy, follow and care about Desserts in Australia — modelled from more than twelve digital signal sources. Desserts has an estimated audience of 6,308,785 people in Australia.
The average Desserts fan in Australia is 42.8 years old, more female, and lives primarily in Victoria.
The audience is concentrated in Victoria, New South Wales, Queensland.
Top brand affinities include Chocolate, Flour, Sweetness, with strongest over-indexing on Chocolate (1.58× the country average).
Demographically, the Desserts audience skews more female with an average age of 42.8, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Desserts fan in Australia is more female, around 42.8 years old, with strong Price Sensitivity tendencies and a notable affinity for Chocolate.
The key figures that characterise the Desserts profile in Australia.
69.0% are female, 31.0% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 69.0% |
| Male | 31.0% |
| Average age | 42.8 |
| Estimated audience size | 6,308,785 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 30% |
of the worldwide Desserts audience comes from Australia.
| Country | Share |
|---|---|
| United States | 19.1% |
| Japan | 5.3% |
| Italy | 4.8% |
Where the Desserts audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~3M | 1.51× | |
| 02 | South Australia | ~600K | 1.22× | |
| 03 | New South Wales | ~2.5M | 1.08× | |
| 04 | Western Australia | ~800K | 1.02× | |
| 05 | Australian Capital Territory | ~100K | 0.89× | |
| 06 | Queensland | ~1.5M | 0.86× | |
| 07 | Tasmania | ~100K | 0.82× | |
| 08 | Northern Territory | ~40K | 0.68× |
The strongest cross-interests of the Desserts audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Birthday cake | Food & Beverages | 1.90× | ||
| 02 | The Cheesecake Shop | Food & Beverages | 1.90× | ||
| 03 | Banana bread | Food & Beverages | 1.82× | ||
| 04 | Flour | Food & Beverages | 1.75× | ||
| 05 | Krispy Kreme | Food & Beverages | 1.68× | ||
| 06 | Sweetness | Food & Beverages | 1.64× | ||
| 07 | Vietnamese cuisine | Food & Beverages | 1.63× | ||
| 08 | Middle Eastern cuisine | Food & Beverages | 1.63× | ||
| 09 | Latin American cuisine | Food & Beverages | 1.62× | ||
| 10 | Fast casual restaurants | Food & Beverages | 1.60× | ||
| 11 | German cuisine | Food & Beverages | 1.60× | ||
| 12 | Baking powder | Food & Beverages | 1.60× | ||
| 13 | Greek cuisine | Food & Beverages | 1.59× | ||
| 14 | Chocolate | Food & Beverages | 1.58× | ||
| 15 | Dessert wine | Food & Beverages | 1.58× | ||
| 16 | Nut (fruit) | Food & Beverages | 1.57× | ||
| 17 | Taste.com.au | Food & Beverages | 1.56× | ||
| 18 | Celebrations | Food & Beverages | 1.55× | ||
| 19 | Fast food restaurants | Food & Beverages | 1.52× | ||
| 20 | Spanish cuisine | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.21× | |
| Creativity | OPEN | 1.20× | |
| Community Orientation | OPEN | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.92× | |
| Luxury Orientation | PREMIUM | 0.93× | |
| Sustainability | BALANCE | 0.98× |
Desserts has an estimated audience of 6,308,785 people in Australia, concentrated in Victoria and New South Wales.
69.0% of Desserts fans are female, 31.0% are male, with an average age of 42.8 years.
Desserts fans show strongest brand affinity for Chocolate (1.58×), Flour (1.75×), and Sweetness (1.64×) over the country average.
Desserts fans in Australia are most concentrated in Victoria (reach ~3M), New South Wales (reach ~2.5M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Desserts itself, the audience over-indexes on Flour (1.75×), Sweetness (1.64×), Nut (fruit) (1.57×), and Fast food restaurants (1.52×) 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 Desserts. 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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