A data profile of the people who buy, follow and care about Tea in Australia — modelled from more than twelve digital signal sources. Tea has an estimated audience of 5,561,689 people in Australia.
The average Tea 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 Toro (company), San Pellegrino, with strongest over-indexing on Toro (company) (1.54× the country average).
Demographically, the Tea audience skews more female with an average age of 42.6, and over-indexes on personality traits such as Design Affinity, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 2 brand affinities and 8 regions tracked by Rascasse.
The typical Tea fan in Australia is more female, around 42.6 years old, with strong Design Affinity tendencies and a notable affinity for Toro (company).
The key figures that characterise the Tea profile in Australia.
63.8% are female, 36.2% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 63.8% |
| Male | 36.2% |
| Average age | 42.6 |
| Estimated audience size | 5,561,689 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 29% |
of the worldwide Tea audience comes from Australia.
| Country | Share |
|---|---|
| United States | 16.6% |
| Japan | 7.0% |
| China | 5.8% |
Where the Tea audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~2M | 1.29× | |
| 02 | New South Wales | ~2.5M | 1.17× | |
| 03 | Queensland | ~1.5M | 1.04× | |
| 04 | Western Australia | ~600K | 0.98× | |
| 05 | Australian Capital Territory | ~100K | 0.97× | |
| 06 | Tasmania | ~100K | 0.94× | |
| 07 | South Australia | ~400K | 0.89× | |
| 08 | Northern Territory | ~40K | 0.84× |
The strongest cross-interests of the Tea audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Toro (company) | Home & Garden | 1.54× | ||
| 02 | San Pellegrino | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.01× | |
| DIY Mentality | THRILL | 0.99× | |
| Creativity | OPEN | 0.98× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.81× | |
| Risk Appetite | THRILL | 0.82× | |
| Early Adopter Mentality | POWER | 0.82× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Tea. 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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