Casas Bahia Target Market in Brazil
Casas Bahia has an estimated audience of 17,301,193 people in Brazil. 66.2% are female, 33.8% are male, average age 40.0. Top regions: São Paulo, Rio de Janeiro, Minas Gerais. Top brand affinities: PCI Concursos, Lojas Americanas, Tooth, BTS, Cupcake.
The average Casas Bahia fan in Brazil is 40.0 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 PCI Concursos, Lojas Americanas, Tooth, with strongest over-indexing on PCI Concursos (1.62× the country average). Demographically, the Casas Bahia audience skews more female with an average age of 40.0, and over-indexes on personality traits such as Healthy Lifestyle, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Shopping · Type: Brand
Customer demographics of Casas Bahia
| Metric | Value |
|---|---|
| Female | 66.2% |
| Male | 33.8% |
| Average age | 40.0 |
| Estimated audience size | 17,301,193 |
Audience persona
The typical Casas Bahia fan in Brazil is more female, around 40.0 years old, with strong Healthy Lifestyle tendencies and a notable affinity for PCI Concursos.
Casas Bahia customers by region in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | ~6M | 1.35× |
| Rio de Janeiro | ~3.5M | 2.07× |
| Minas Gerais | ~2M | 1.24× |
| Bahia | ~1.5M | 1.39× |
| Pernambuco | ~900K | 1.17× |
| Paraná | ~900K | 0.83× |
| Ceará | ~700K | 0.9× |
| Goiás | ~700K | 1.01× |
| Espírito Santo | ~600K | 1.66× |
| Santa Catarina | ~600K | 0.71× |
| Pará | ~500K | 0.95× |
| Rio Grande do Sul | ~500K | 0.5× |
| Maranhão | ~400K | 0.97× |
| Mato Grosso do Sul | ~300K | 1.38× |
| Rio Grande do Norte | ~300K | 1.1× |
| Federal District | ~300K | 1.09× |
| Paraíba | ~300K | 0.88× |
| Piauí | ~300K | 1.2× |
| Alagoas | ~300K | 1.08× |
| Mato Grosso | ~300K | 0.81× |
| Sergipe | ~200K | 1.18× |
| Amazonas | ~200K | 0.69× |
| Tocantins | ~200K | 1.72× |
| Rondônia | ~40K | 0.3× |
| Acre | ~20K | 0.33× |
| Amapá | ~20K | 0.33× |
| Roraima | ~10K | 0.26× |
Top brand affinities of the Casas Bahia audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| PCI Concursos | 1.62× | Shopping |
| Lojas Americanas | 1.62× | Shopping |
| Tooth | 1.57× | Health |
| BTS | 1.71× | Music & Radio |
| Cupcake | 1.52× | Food & Beverages |
| Smile | 1.6× | Beauty & Wellness |
| Corpo Saudável | 1.64× | |
| Girl | 1.57× | Kids & Family |
| Short story | 1.51× | Literature |
| Lipstick | 1.51× | Beauty & Wellness |
| Pastry | 1.52× | Food & Beverages |
| Tooth brushing | 1.55× | Health |
| Cookie | 1.52× | Food & Beverages |
| Cake decorating | 1.57× | Food & Beverages |
| Lip | 1.52× | Beauty & Wellness |
| Fun | 1.53× | Movies & TV |
| Makeup Tutorials | 1.61× | Beauty & Wellness |
| Eye shadow | 1.53× | Beauty & Wellness |
| Mascara | 1.51× | Beauty & Wellness |
| Eye liner | 1.52× | Beauty & Wellness |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Healthy Lifestyle | BALANCE | 1.12 |
| Quality Awareness | PREMIUM | 1.11 |
| Design Affinity | PREMIUM | 1.09 |
| LGBTQ+ Identity | OPEN | 1.06 |
| Creativity | OPEN | 1.03 |
| Luxury Orientation | PREMIUM | 1.03 |
Worldwide distribution
| Country | Share |
|---|---|
| Brazil | 92.7% |
| United States | 2.1% |
| Portugal | 1.4% |
See Casas Bahia audiences in other countries
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Frequently asked questions
Who is Casas Bahia's target market in Brazil?
Casas Bahia's target market in Brazil covers an estimated 17,301,193 people, concentrated in São Paulo and Rio de Janeiro.
What is the gender split and age of Casas Bahia customers?
66.2% of the Casas Bahia audience are female, 33.8% are male, with an average age of 40.0 years.
Which brands do Casas Bahia fans like most?
Casas Bahia fans show strongest brand affinity for PCI Concursos (1.62×), Lojas Americanas (1.62×), and Tooth (1.57×) over the country average.
Where do Casas Bahia fans live in Brazil?
Casas Bahia fans in Brazil are most concentrated in São Paulo (reach ~6M), Rio de Janeiro (reach ~3.5M), and Minas Gerais (reach ~2M). These three regions account for the largest share of the active audience.
What other brands do Casas Bahia fans also like?
Beyond Casas Bahia itself, the audience over-indexes on Lojas Americanas (1.62×), Tooth (1.57×), BTS (1.71×), and Cupcake (1.52×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for Casas Bahia. 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.
About this audience profile
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.