A data profile of the people who buy, follow and care about Protein in Australia — modelled from more than twelve digital signal sources. Protein has an estimated audience of 1,931,329 people in Australia.
The average Protein fan in Australia is 42.6 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 Carbohydrate, Cookbook, Metabolism, with strongest over-indexing on Carbohydrate (1.66× the country average).
Demographically, the Protein audience skews more female with an average age of 42.6, and over-indexes on personality traits such as Creativity, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Protein fan in Australia is more female, around 42.6 years old, with strong Creativity tendencies and a notable affinity for Carbohydrate.
The key figures that characterise the Protein profile in Australia.
62.4% are female, 37.6% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 62.4% |
| Male | 37.6% |
| Average age | 42.6 |
| Estimated audience size | 1,931,329 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 18% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 29% |
of the worldwide Protein audience comes from Australia.
| Country | Share |
|---|---|
| United States | 22.5% |
| Japan | 5.0% |
| United Kingdom | 4.7% |
Where the Protein audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South Australia | ~200K | 1.09× | |
| 02 | Victoria | ~600K | 1.07× | |
| 03 | New South Wales | ~700K | 1.06× | |
| 04 | Western Australia | ~200K | 1.04× | |
| 05 | Queensland | ~500K | 1.02× | |
| 06 | Tasmania | ~40K | 0.98× | |
| 07 | Australian Capital Territory | ~40K | 0.92× | |
| 08 | Northern Territory | ~20K | 0.90× |
The strongest cross-interests of the Protein audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Shaper | Fashion & Accessoires | 2.40× | ||
| 02 | Foundation garment | Fashion & Accessoires | 2.23× | ||
| 03 | Low-carbohydrate diet | Food & Beverages | 1.82× | ||
| 04 | Gluten | Health | 1.82× | ||
| 05 | Collagen | Beauty & Wellness | 1.74× | ||
| 06 | Paleolithic diet | Health | 1.73× | ||
| 07 | Ketone | Health | 1.70× | ||
| 08 | Keratin | Beauty & Wellness | 1.69× | ||
| 09 | Carbohydrate | Health | 1.66× | ||
| 10 | Hormone | Health | 1.66× | ||
| 11 | Probiotic | Health | 1.65× | ||
| 12 | Food science | Business & Career | 1.64× | ||
| 13 | Cookbook | Food & Beverages | 1.62× | ||
| 14 | Nutritionist | Food & Beverages | 1.60× | ||
| 15 | Smoothie | Food & Beverages | 1.59× | ||
| 16 | Metabolism | Health | 1.58× | ||
| 17 | Calorie | Food & Beverages | 1.58× | ||
| 18 | lorna jane | Fashion & Accessoires | 1.55× | ||
| 19 | Eyelash | Beauty & Wellness | 1.53× | ||
| 20 | Snacking | Food & Beverages | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.16× | |
| Price Sensitivity | PREMIUM | 1.12× | |
| Convenience Orientation | PREMIUM | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.70× | |
| Luxury Orientation | PREMIUM | 0.77× | |
| Quality Awareness | PREMIUM | 0.79× |
Protein has an estimated audience of 1,931,329 people in Australia, concentrated in New South Wales and Victoria.
62.4% of Protein fans are female, 37.6% are male, with an average age of 42.6 years.
Protein fans show strongest brand affinity for Carbohydrate (1.66×), Cookbook (1.62×), and Metabolism (1.58×) over the country average.
Protein fans in Australia are most concentrated in New South Wales (reach ~700K), Victoria (reach ~600K), and Queensland (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Protein itself, the audience over-indexes on Cookbook (1.62×), Metabolism (1.58×), Food science (1.64×), and Ketone (1.7×) 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 Protein. 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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