A data profile of the people who buy, follow and care about Baking in Brazil — modelled from more than twelve digital signal sources. Baking has an estimated audience of 6,792,930 people in Brazil.
The average Baking fan in Brazil is 42.6 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Rio de Janeiro, Minas Gerais.
Top brand affinities include Candy, Beauty salons, Personal care, with strongest over-indexing on Candy (2.28× the country average).
Demographically, the Baking audience skews more female with an average age of 42.6, and over-indexes on personality traits such as Creativity, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Baking fan in Brazil is more female, around 42.6 years old, with strong Creativity tendencies and a notable affinity for Candy.
The key figures that characterise the Baking profile in Brazil.
74.5% are female, 25.5% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 74.5% |
| Male | 25.5% |
| Average age | 42.6 |
| Estimated audience size | 6,792,930 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 24% | |
| 50+ | 26% |
of the worldwide Baking audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 20.6% |
| United Kingdom | 4.7% |
| Italy | 4.6% |
Where the Baking audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Rio de Janeiro | ~800K | 1.32× | |
| 02 | Maranhão | ~200K | 1.25× | |
| 03 | Pará | ~300K | 1.15× | |
| 04 | Santa Catarina | ~300K | 1.12× | |
| 05 | Paraíba | ~200K | 1.10× | |
| 06 | Rio Grande do Norte | ~100K | 1.10× | |
| 07 | Pernambuco | ~300K | 1.08× | |
| 08 | Alagoas | ~100K | 1.06× | |
| 09 | Amapá | ~20K | 1.04× | |
| 10 | Bahia | ~500K | 1.01× | |
| 11 | Piauí | ~100K | 1.01× | |
| 12 | Tocantins | ~50K | 1.01× | |
| 13 | Roraima | ~20K | 1.01× | |
| 14 | Sergipe | ~70K | 1.00× | |
| 15 | Acre | ~20K | 1.00× | |
| 16 | Rondônia | ~50K | 0.95× | |
| 17 | Ceará | ~300K | 0.94× | |
| 18 | Espírito Santo | ~100K | 0.94× | |
| 19 | Amazonas | ~100K | 0.94× | |
| 20 | Federal District | ~100K | 0.94× | |
| 21 | Mato Grosso do Sul | ~90K | 0.92× | |
| 22 | Goiás | ~200K | 0.91× | |
| 23 | Mato Grosso | ~100K | 0.91× | |
| 24 | Paraná | ~300K | 0.82× | |
| 25 | Minas Gerais | ~600K | 0.80× | |
| 26 | São Paulo | ~1.5M | 0.79× | |
| 27 | Rio Grande do Sul | ~300K | 0.78× |
The strongest cross-interests of the Baking audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Chocolate cake | Food & Beverages | 2.78× | ||
| 02 | Bakery | Food & Beverages | 2.55× | ||
| 03 | Cupcake | Food & Beverages | 2.45× | ||
| 04 | Candy | Food & Beverages | 2.28× | ||
| 05 | Children's clothing | Fashion & Accessoires | 2.20× | ||
| 06 | Crochet | Home & Garden | 2.17× | ||
| 07 | Sewing | Home & Garden | 2.10× | ||
| 08 | Beauty salons | Beauty & Wellness | 2.04× | ||
| 09 | Wholesale | Fashion & Accessoires | 2.04× | ||
| 10 | O Boticário | Shopping | 1.92× | ||
| 11 | Parent | Kids & Family | 1.89× | ||
| 12 | Personal care | Health | 1.87× | ||
| 13 | Gastronomy | Food & Beverages | 1.86× | ||
| 14 | Handicraft | Home & Garden | 1.86× | ||
| 15 | Fragrances | Beauty & Wellness | 1.79× | ||
| 16 | Furniture | Home & Garden | 1.75× | ||
| 17 | Self-esteem | Health | 1.73× | ||
| 18 | Preta Gil | Music & Radio | 1.70× | ||
| 19 | Recipes | Food & Beverages | 1.58× | ||
| 20 | Mobile app | Technology & Electronics | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.73× | |
| Spirituality | BALANCE | 1.49× | |
| DIY Mentality | THRILL | 1.48× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.83× | |
| Patriotism | CONSERVATISM | 0.85× | |
| Risk Appetite | THRILL | 0.90× |
Baking has an estimated audience of 6,792,930 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
74.5% of Baking fans are female, 25.5% are male, with an average age of 42.6 years.
Baking fans show strongest brand affinity for Candy (2.28×), Beauty salons (2.04×), and Personal care (1.87×) over the country average.
Baking fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Rio de Janeiro (reach ~800K), and Minas Gerais (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Baking itself, the audience over-indexes on Beauty salons (2.04×), Personal care (1.87×), Wholesale (2.04×), and Chocolate cake (2.78×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Baking. 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 Brazil. 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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