A data profile of the people who buy, follow and care about Furniture in Brazil — modelled from more than twelve digital signal sources. Furniture has an estimated audience of 20,046,904 people in Brazil.
The average Furniture fan in Brazil is 43.2 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 Wholesale, Home Appliances, Andressa Urach, with strongest over-indexing on Wholesale (1.86× the country average).
Demographically, the Furniture audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Furniture fan in Brazil is more female, around 43.2 years old, with strong Price Sensitivity tendencies and a notable affinity for Wholesale.
The key figures that characterise the Furniture profile in Brazil.
68.0% are female, 32.0% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 68.0% |
| Male | 32.0% |
| Average age | 43.2 |
| Estimated audience size | 20,046,904 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 22% | |
| 40-49 | 25% | |
| 50+ | 26% |
of the worldwide Furniture audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 17.7% |
| United Kingdom | 5.0% |
| Italy | 4.7% |
Where the Furniture audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Santa Catarina | ~1.5M | 1.82× | |
| 02 | Federal District | ~400K | 1.19× | |
| 03 | Paraná | ~1.5M | 1.15× | |
| 04 | São Paulo | ~6M | 1.11× | |
| 05 | Paraíba | ~400K | 1.11× | |
| 06 | Rio de Janeiro | ~2M | 1.10× | |
| 07 | Rio Grande do Sul | ~1.5M | 1.09× | |
| 08 | Pernambuco | ~1M | 1.09× | |
| 09 | Rio Grande do Norte | ~300K | 1.03× | |
| 10 | Sergipe | ~200K | 1.01× | |
| 11 | Bahia | ~1.5M | 1.00× | |
| 12 | Mato Grosso do Sul | ~300K | 1.00× | |
| 13 | Piauí | ~300K | 0.99× | |
| 14 | Roraima | ~60K | 0.99× | |
| 15 | Minas Gerais | ~2M | 0.98× | |
| 16 | Acre | ~70K | 0.97× | |
| 17 | Ceará | ~800K | 0.96× | |
| 18 | Pará | ~600K | 0.96× | |
| 19 | Tocantins | ~100K | 0.96× | |
| 20 | Amapá | ~70K | 0.95× | |
| 21 | Maranhão | ~500K | 0.94× | |
| 22 | Espírito Santo | ~400K | 0.93× | |
| 23 | Amazonas | ~300K | 0.93× | |
| 24 | Alagoas | ~300K | 0.93× | |
| 25 | Rondônia | ~200K | 0.93× | |
| 26 | Goiás | ~700K | 0.91× | |
| 27 | Mato Grosso | ~300K | 0.90× |
The strongest cross-interests of the Furniture audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bed | Home & Garden | 2.23× | ||
| 02 | Andressa Urach | Fashion & Accessoires | 2.18× | ||
| 03 | Children's clothing | Fashion & Accessoires | 2.15× | ||
| 04 | Esporte Clube Juventude | Sports | 2.15× | ||
| 05 | Shopee | Shopping | 2.11× | ||
| 06 | Crochet | Home & Garden | 2.03× | ||
| 07 | Clube do Remo | Sports | 1.95× | ||
| 08 | Home Appliances | Home & Garden | 1.93× | ||
| 09 | Sewing | Home & Garden | 1.93× | ||
| 10 | Apartment | Business & Career | 1.92× | ||
| 11 | Wholesale | Fashion & Accessoires | 1.86× | ||
| 12 | Home improvement | Home & Garden | 1.85× | ||
| 13 | Handicraft | Home & Garden | 1.78× | ||
| 14 | Discounting | Shopping | 1.78× | ||
| 15 | Parent | Kids & Family | 1.78× | ||
| 16 | Trousers | Fashion & Accessoires | 1.78× | ||
| 17 | Black Friday (shopping) | Shopping | 1.75× | ||
| 18 | O Boticário | Shopping | 1.72× | ||
| 19 | Cake | Food & Beverages | 1.71× | ||
| 20 | Candy | Food & Beverages | 1.67× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.50× | |
| Creativity | OPEN | 1.43× | |
| DIY Mentality | THRILL | 1.41× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.84× | |
| Patriotism | CONSERVATISM | 0.89× | |
| Risk Appetite | THRILL | 0.92× |
Furniture has an estimated audience of 20,046,904 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
68.0% of Furniture fans are female, 32.0% are male, with an average age of 43.2 years.
Furniture fans show strongest brand affinity for Wholesale (1.86×), Home Appliances (1.93×), and Andressa Urach (2.18×) over the country average.
Furniture fans in Brazil are most concentrated in São Paulo (reach ~6M), Rio de Janeiro (reach ~2M), and Minas Gerais (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Furniture itself, the audience over-indexes on Home Appliances (1.93×), Andressa Urach (2.18×), Handicraft (1.78×), and Shopee (2.11×) 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 Furniture. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.