Cooking Audience in Brazil
Cooking has an estimated audience of 28,214,796 people in Brazil. 68.4% are female, 31.6% are male, average age 42.3. Top regions: São Paulo, Minas Gerais, Rio de Janeiro. Top brand affinities: Sociedade Esportiva Palmeiras, Sport Club Corinthians Paulista, São Paulo FC, Harry Potter, Neymar.
The average Cooking fan in Brazil is 42.3 years old, more female, and lives primarily in São Paulo. The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro. Top brand affinities include Sociedade Esportiva Palmeiras, Sport Club Corinthians Paulista, São Paulo FC, with strongest over-indexing on Sociedade Esportiva Palmeiras (2.18× the country average). Demographically, the Cooking audience skews more female with an average age of 42.3, and over-indexes on personality traits such as Mindfulness, Need for Security. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Food & Beverages · Type: Topic · Subtype: Lifestyle cluster
Demographics of Cooking fans
| Metric | Value |
|---|---|
| Female | 68.4% |
| Male | 31.6% |
| Average age | 42.3 |
| Estimated audience size | 28,214,796 |
Audience persona
The typical Cooking fan in Brazil is more female, around 42.3 years old, with strong Mindfulness tendencies and a notable affinity for Sociedade Esportiva Palmeiras.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 7,029,037 | 0.96× |
| Minas Gerais | 2,821,553 | 0.97× |
| Rio de Janeiro | 2,301,413 | 0.87× |
| Bahia | 1,752,250 | 0.94× |
| Paraná | 1,649,617 | 0.96× |
| Rio Grande do Sul | 1,518,812 | 0.91× |
| Pernambuco | 1,416,809 | 1.1× |
| Santa Catarina | 1,204,438 | 0.93× |
| Ceará | 1,167,877 | 0.95× |
| Goiás | 1,089,469 | 1.01× |
| Pará | 955,462 | 1.04× |
| Maranhão | 903,753 | 1.28× |
| Paraíba | 594,451 | 1.05× |
| Espírito Santo | 565,987 | 0.96× |
| Mato Grosso | 560,404 | 1.06× |
| Amazonas | 534,111 | 1.09× |
| Rio Grande do Norte | 509,225 | 1.08× |
| Federal District | 480,214 | 1.02× |
| Mato Grosso do Sul | 444,491 | 1.08× |
| Alagoas | 438,748 | 1.07× |
| Piauí | 400,076 | 1.02× |
| Sergipe | 305,761 | 1.04× |
| Rondônia | 230,332 | 0.98× |
| Tocantins | 163,508 | 0.88× |
| Amapá | 101,769 | 1.02× |
| Acre | 83,284 | 0.85× |
| Roraima | 71,889 | 0.9× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sociedade Esportiva Palmeiras | 2.18× | Sports |
| Sport Club Corinthians Paulista | 2.44× | Sports |
| São Paulo FC | 2.39× | Sports |
| Harry Potter | 2.01× | Movies & TV |
| Neymar | 2.53× | Sports |
| Cruzeiro Esporte Clube | 1.98× | Sports |
| Sport Club Internacional | 2.22× | Sports |
| Santos FC | 1.69× | Sports |
| Grêmio Foot-Ball Porto Alegrense | 2.34× | Sports |
| TikTok | 2.48× | Internet & Social Media |
| Real Madrid C.F. | 1.52× | Sports |
| UEFA Champions League | 2.43× | Sports |
| AliExpress | 2.78× | Shopping |
| Sephora | 3.1× | Shopping |
| Discounts and allowances | 3.15× | Shopping |
| Skin care | 2.86× | Beauty & Wellness |
| SUVs | 2.61× | Cars & Mobility |
| Nature | 1.81× | Home & Garden |
| Botafogo de Futebol e Regatas | 1.95× | Sports |
| Vivo (telecommunications) | 2.67× | Technology & Electronics |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Mindfulness | BALANCE | 2.34 |
| Need for Security | CONSERVATISM | 2.07 |
| Price Sensitivity | PREMIUM | 1.63 |
| Urban Lifestyle | OPEN | 1.4 |
| Sports Activity | POWER | 1.36 |
| Spirituality | BALANCE | 1.29 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 20.2% |
| Japan | 4.6% |
| Italy | 4.6% |
See Cooking audiences in other countries
More Lifestyle cluster audiences in Brazil
- Arts and music (39,605,104)
- Food and drink (38,965,798)
- Sports (38,308,261)
- Food (37,833,570)
- Shopping (37,669,704)
Frequently asked questions
How many fans does Cooking have in Brazil?
Cooking has an estimated audience of 28,214,796 people in Brazil, concentrated in São Paulo and Minas Gerais.
What is the gender split and age of Cooking fans?
68.4% of Cooking fans are female, 31.6% are male, with an average age of 42.3 years.
Which brands do Cooking fans like most?
Cooking fans show strongest brand affinity for Sociedade Esportiva Palmeiras (2.18×), Sport Club Corinthians Paulista (2.44×), and São Paulo FC (2.39×) over the country average.
Where do Cooking fans live in Brazil?
Cooking fans in Brazil are most concentrated in São Paulo (reach 7,029,037), Minas Gerais (reach 2,821,553), and Rio de Janeiro (reach 2,301,413). These three regions account for the largest share of the active audience.
What other brands do Cooking fans also like?
Beyond Cooking itself, the audience over-indexes on Sport Club Corinthians Paulista (2.44×), São Paulo FC (2.39×), Harry Potter (2.01×), and Neymar (2.53×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for Cooking. 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.