A data profile of the people who buy, follow and care about Rice in Australia — modelled from more than twelve digital signal sources. Rice has an estimated audience of 1,998,100 people in Australia.
The average Rice 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 Dan Murphy's, Sugar, Cereal, with strongest over-indexing on Dan Murphy's (2.49× the country average).
Demographically, the Rice audience skews more female with an average age of 42.6, and over-indexes on personality traits such as Convenience Orientation, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Rice fan in Australia is more female, around 42.6 years old, with strong Convenience Orientation tendencies and a notable affinity for Dan Murphy's.
The key figures that characterise the Rice profile in Australia.
56.1% are female, 43.9% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 56.1% |
| Male | 43.9% |
| Average age | 42.6 |
| Estimated audience size | 1,998,100 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 29% |
of the worldwide Rice audience comes from Australia.
| Country | Share |
|---|---|
| United States | 19.6% |
| Taiwan | 4.8% |
| Japan | 4.8% |
Where the Rice audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~90K | 2.03× | |
| 02 | Victoria | ~600K | 0.93× | |
| 03 | South Australia | ~100K | 0.90× | |
| 04 | Northern Territory | ~20K | 0.88× | |
| 05 | Australian Capital Territory | ~40K | 0.86× | |
| 06 | Western Australia | ~200K | 0.82× | |
| 07 | New South Wales | ~600K | 0.81× | |
| 08 | Queensland | ~400K | 0.79× |
The strongest cross-interests of the Rice audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cereal | Food & Beverages | 3.83× | ||
| 02 | Sugar | Food & Beverages | 3.32× | ||
| 03 | Brewing | Food & Beverages | 2.87× | ||
| 04 | Convenience store | Food & Beverages | 2.72× | ||
| 05 | Dan Murphy's | Food & Beverages | 2.49× | ||
| 06 | Liquorland | Shopping | 2.39× | ||
| 07 | Tea | Food & Beverages | 2.07× | ||
| 08 | Drinking water | Food & Beverages | 1.98× | ||
| 09 | Water | Food & Beverages | 1.85× | ||
| 10 | Soft drinks | Food & Beverages | 1.85× | ||
| 11 | Pizza | Food & Beverages | 1.81× | ||
| 12 | Brewery | Food & Beverages | 1.81× | ||
| 13 | Juice | Food & Beverages | 1.70× | ||
| 14 | Milk | Food & Beverages | 1.70× | ||
| 15 | Beer | Food & Beverages | 1.69× | ||
| 16 | Seafood | Food & Beverages | 1.59× | ||
| 17 | Chocolate | Food & Beverages | 1.55× | ||
| 18 | 7-Eleven | Shopping | 1.51× | ||
| 19 | Subway | Food & Beverages | 1.51× | ||
| 20 | Take-out | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.58× | |
| Indulgence | JOY | 1.34× | |
| Price Sensitivity | PREMIUM | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.98× | |
| Design Affinity | PREMIUM | 1.00× | |
| Luxury Orientation | PREMIUM | 1.02× |
Rice has an estimated audience of 1,998,100 people in Australia, concentrated in New South Wales and Victoria.
56.1% of Rice fans are female, 43.9% are male, with an average age of 42.6 years.
Rice fans show strongest brand affinity for Dan Murphy's (2.49×), Sugar (3.32×), and Cereal (3.83×) over the country average.
Rice fans in Australia are most concentrated in New South Wales (reach ~600K), Victoria (reach ~600K), and Queensland (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Rice itself, the audience over-indexes on Sugar (3.32×), Cereal (3.83×), Water (1.85×), and Brewing (2.87×) 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 Rice. 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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