A data profile of the people who buy, follow and care about Sugar in Australia — modelled from more than twelve digital signal sources. Sugar has an estimated audience of 4,256,018 people in Australia.
Sugar has an estimated audience of 4,256,018 people in Australia. 64.9% are female, 35.1% are male, average age 42.5. Top brand affinities: Dan Murphy's, Rice, Aldi, Milk, Brewing.
Top brand affinities include Dan Murphy's, Rice, Aldi, with strongest over-indexing on Dan Murphy's (1.81× the country average).
Demographically, the Sugar audience skews more female with an average age of 42.5, and over-indexes on personality traits such as Tradition, Convenience Orientation.
The typical Sugar fan in Australia is more female, around 42.5 years old, with strong Tradition tendencies and a notable affinity for Dan Murphy's.
The key figures that characterise the Sugar profile in Australia.
64.9% are female, 35.1% are male, average age 42.5.
| Metric | Value |
|---|---|
| Female | 64.9% |
| Male | 35.1% |
| Average age | 42.5 |
| Estimated audience size | 4,256,018 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 29% |
of the worldwide Sugar audience comes from Australia.
| Country | Share |
|---|---|
| United States | 26.5% |
| United Kingdom | 5.2% |
| Italy | 4.4% |
The strongest cross-interests of the Sugar audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Kristen Bell | Movies & TV | 4.01× | ||
| 02 | Rice | Food & Beverages | 3.32× | ||
| 03 | Jennifer Garner | Movies & TV | 2.74× | ||
| 04 | Hot chocolate | Food & Beverages | 2.13× | ||
| 05 | Gluten | Health | 2.11× | ||
| 06 | Dan Murphy's | Food & Beverages | 1.81× | ||
| 07 | Diet food | Food & Beverages | 1.79× | ||
| 08 | Brewing | Food & Beverages | 1.76× | ||
| 09 | Non-alcoholic beverage | Food & Beverages | 1.73× | ||
| 10 | Blanket | Home & Garden | 1.70× | ||
| 11 | Sugar substitute | Food & Beverages | 1.67× | ||
| 12 | Fast casual restaurants | Food & Beverages | 1.66× | ||
| 13 | Pizza | Food & Beverages | 1.64× | ||
| 14 | Low-carbohydrate diet | Food & Beverages | 1.64× | ||
| 15 | Honey | Food & Beverages | 1.59× | ||
| 16 | Milk | Food & Beverages | 1.56× | ||
| 17 | Online food ordering | Food & Beverages | 1.56× | ||
| 18 | Aldi | Shopping | 1.54× | ||
| 19 | Cheese | Food & Beverages | 1.50× | ||
| 20 | Cappuccino | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.24× | |
| Convenience Orientation | PREMIUM | 1.21× | |
| Indulgence | JOY | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.87× | |
| Need for Security | CONSERVATISM | 0.91× | |
| Social Media Usage | JOY | 0.93× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Sugar. 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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