A data profile of the people who buy, follow and care about Veganism in Australia — modelled from more than twelve digital signal sources. Veganism has an estimated audience of 6,629,271 people in Australia.
The average Veganism 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 Hormone, Natural foods, Healthy food, with strongest over-indexing on Hormone (1.51× the country average).
Demographically, the Veganism audience skews more female with an average age of 42.6, 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 Veganism fan in Australia is more female, around 42.6 years old, with strong Design Affinity tendencies and a notable affinity for Hormone.
The key figures that characterise the Veganism profile in Australia.
70.4% are female, 29.6% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 70.4% |
| Male | 29.6% |
| Average age | 42.6 |
| Estimated audience size | 6,629,271 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 19% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 29% |
of the worldwide Veganism audience comes from Australia.
| Country | Share |
|---|---|
| United States | 19.8% |
| United Kingdom | 5.9% |
| Italy | 5.7% |
Where the Veganism audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~200K | 1.33× | |
| 02 | Victoria | ~2.5M | 1.14× | |
| 03 | Queensland | ~1.5M | 0.98× | |
| 04 | Australian Capital Territory | ~100K | 0.97× | |
| 05 | New South Wales | ~2.5M | 0.95× | |
| 06 | South Australia | ~500K | 0.94× | |
| 07 | Western Australia | ~700K | 0.88× | |
| 08 | Northern Territory | ~50K | 0.85× |
The strongest cross-interests of the Veganism audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pectin | Health | 1.83× | ||
| 02 | Apple cider vinegar | Food & Beverages | 1.72× | ||
| 03 | Gummi candy | Food & Beverages | 1.68× | ||
| 04 | Wellington boot | Fashion & Accessoires | 1.66× | ||
| 05 | Folic acid | Health | 1.64× | ||
| 06 | Food intolerance | Food & Beverages | 1.64× | ||
| 07 | Gummy bear | Food & Beverages | 1.63× | ||
| 08 | Pomegranate | Food & Beverages | 1.61× | ||
| 09 | Natural foods | Food & Beverages | 1.58× | ||
| 10 | Curcumin | Health | 1.58× | ||
| 11 | Estrogen | Health | 1.56× | ||
| 12 | Healthy food | Health | 1.55× | ||
| 13 | Beetroot | Food & Beverages | 1.55× | ||
| 14 | Food coloring | Kids & Family | 1.54× | ||
| 15 | Raw veganism | Food & Beverages | 1.53× | ||
| 16 | Plant milk | Food & Beverages | 1.53× | ||
| 17 | Autoimmunity | Health | 1.52× | ||
| 18 | Hormone | Health | 1.51× | ||
| 19 | Sugar substitute | Food & Beverages | 1.50× | ||
| 20 | Organic certification | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.18× | |
| Mindfulness | BALANCE | 1.11× | |
| Creativity | OPEN | 1.09× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.72× | |
| Need for Security | CONSERVATISM | 0.79× | |
| Risk Appetite | THRILL | 0.81× |
Veganism has an estimated audience of 6,629,271 people in Australia, concentrated in New South Wales and Victoria.
70.4% of Veganism fans are female, 29.6% are male, with an average age of 42.6 years.
Veganism fans show strongest brand affinity for Hormone (1.51×), Natural foods (1.58×), and Healthy food (1.55×) over the country average.
Veganism fans in Australia are most concentrated in New South Wales (reach ~2.5M), Victoria (reach ~2.5M), and Queensland (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Veganism itself, the audience over-indexes on Natural foods (1.58×), Healthy food (1.55×), Sugar substitute (1.5×), and Gummi candy (1.68×) 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 Veganism. 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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