A data profile of the people who buy, follow and care about Local food in Australia — modelled from more than twelve digital signal sources. Local food has an estimated audience of 4,359,605 people in Australia.
The average Local food fan in Australia is 43.7 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 Cuisine, Cookbook, Vegetarian cuisine, with strongest over-indexing on Cuisine (1.7× the country average).
Demographically, the Local food audience skews more female with an average age of 43.7, and over-indexes on personality traits such as Design Affinity, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Local food fan in Australia is more female, around 43.7 years old, with strong Design Affinity tendencies and a notable affinity for Cuisine.
The key figures that characterise the Local food profile in Australia.
64.1% are female, 35.9% are male, average age 43.7.
| Metric | Value |
|---|---|
| Female | 64.1% |
| Male | 35.9% |
| Average age | 43.7 |
| Estimated audience size | 4,359,605 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 32% |
of the worldwide Local food audience comes from Australia.
| Country | Share |
|---|---|
| United States | 18.0% |
| Japan | 9.7% |
| Italy | 5.7% |
Where the Local food audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Territory | ~50K | 1.18× | |
| 02 | Tasmania | ~100K | 1.04× | |
| 03 | Western Australia | ~500K | 0.98× | |
| 04 | Australian Capital Territory | ~90K | 0.98× | |
| 05 | South Australia | ~300K | 0.92× | |
| 06 | Queensland | ~800K | 0.79× | |
| 07 | New South Wales | ~1M | 0.75× | |
| 08 | Victoria | ~1M | 0.75× |
The strongest cross-interests of the Local food audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Latin American cuisine | Food & Beverages | 4.41× | ||
| 02 | Red wine | Food & Beverages | 3.47× | ||
| 03 | Vegetarian cuisine | Food & Beverages | 3.26× | ||
| 04 | Wine & Spirits | Food & Beverages | 3.20× | ||
| 05 | Fast casual restaurants | Food & Beverages | 2.97× | ||
| 06 | Organic product | Food & Beverages | 2.89× | ||
| 07 | Cookbook | Food & Beverages | 2.82× | ||
| 08 | Foodservice | Food & Beverages | 2.73× | ||
| 09 | Wine tasting | Food & Beverages | 2.38× | ||
| 10 | South Korea | Travel & Leisure | 2.15× | ||
| 11 | Organic farming | Food & Beverages | 2.10× | ||
| 12 | Pastry | Food & Beverages | 2.07× | ||
| 13 | Culinary art | Arts & Culture | 2.03× | ||
| 14 | Property finder | Home & Garden | 1.87× | ||
| 15 | Natural product | Food & Beverages | 1.86× | ||
| 16 | Healthy diet | Health | 1.85× | ||
| 17 | Foodie | Food & Beverages | 1.74× | ||
| 18 | Organic food | Food & Beverages | 1.71× | ||
| 19 | Cuisine | Food & Beverages | 1.70× | ||
| 20 | Myer | Fashion & Accessoires | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.97× | |
| Mindfulness | BALANCE | 1.53× | |
| Pet Ownership | JOY | 1.47× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.62× | |
| Need for Security | CONSERVATISM | 0.65× | |
| Family Orientation | CONSERVATISM | 0.89× |
Local food has an estimated audience of 4,359,605 people in Australia, concentrated in New South Wales and Victoria.
64.1% of Local food fans are female, 35.9% are male, with an average age of 43.7 years.
Local food fans show strongest brand affinity for Cuisine (1.7×), Cookbook (2.82×), and Vegetarian cuisine (3.26×) over the country average.
Local food fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~1M), and Queensland (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Local food itself, the audience over-indexes on Cookbook (2.82×), Vegetarian cuisine (3.26×), Wine & Spirits (3.2×), and Red wine (3.47×) 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 Local food. 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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