A data profile of the people who buy, follow and care about Gardening in Brazil — modelled from more than twelve digital signal sources. Gardening has an estimated audience of 8,692,915 people in Brazil.
The average Gardening fan in Brazil is 44.0 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 Garden, Handicraft, Crochet, with strongest over-indexing on Garden (2.96× the country average).
Demographically, the Gardening audience skews more female with an average age of 44.0, and over-indexes on personality traits such as DIY Mentality, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Gardening fan in Brazil is more female, around 44.0 years old, with strong DIY Mentality tendencies and a notable affinity for Garden.
The key figures that characterise the Gardening profile in Brazil.
63.9% are female, 36.1% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 63.9% |
| Male | 36.1% |
| Average age | 44.0 |
| Estimated audience size | 8,692,915 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 31% |
of the worldwide Gardening audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 18.7% |
| United Kingdom | 5.5% |
| Japan | 5.4% |
Where the Gardening audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Amapá | ~40K | 1.23× | |
| 02 | Roraima | ~30K | 1.19× | |
| 03 | Tocantins | ~60K | 1.05× | |
| 04 | Acre | ~30K | 1.05× | |
| 05 | Sergipe | ~90K | 1.02× | |
| 06 | Rondônia | ~70K | 1.01× | |
| 07 | Alagoas | ~100K | 0.99× | |
| 08 | Piauí | ~100K | 0.99× | |
| 09 | Mato Grosso do Sul | ~100K | 0.98× | |
| 10 | Paraíba | ~200K | 0.97× | |
| 11 | Rio Grande do Norte | ~100K | 0.97× | |
| 12 | Federal District | ~100K | 0.97× | |
| 13 | Mato Grosso | ~200K | 0.96× | |
| 14 | Amazonas | ~100K | 0.96× | |
| 15 | Maranhão | ~200K | 0.95× | |
| 16 | Espírito Santo | ~200K | 0.95× | |
| 17 | Goiás | ~300K | 0.94× | |
| 18 | São Paulo | ~2M | 0.93× | |
| 19 | Pará | ~300K | 0.93× | |
| 20 | Paraná | ~500K | 0.92× | |
| 21 | Rio Grande do Sul | ~500K | 0.92× | |
| 22 | Pernambuco | ~400K | 0.92× | |
| 23 | Rio de Janeiro | ~700K | 0.91× | |
| 24 | Ceará | ~300K | 0.91× | |
| 25 | Santa Catarina | ~400K | 0.90× | |
| 26 | Bahia | ~500K | 0.88× | |
| 27 | Minas Gerais | ~800K | 0.85× |
The strongest cross-interests of the Gardening audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Garden | Home & Garden | 2.96× | ||
| 02 | Crochet | Home & Garden | 2.09× | ||
| 03 | Plant | Home & Garden | 1.99× | ||
| 04 | Sewing | Home & Garden | 1.95× | ||
| 05 | Knitting | Home & Garden | 1.95× | ||
| 06 | Renovation | Home & Garden | 1.93× | ||
| 07 | Electrolux | Home & Garden | 1.90× | ||
| 08 | Handicraft | Home & Garden | 1.75× | ||
| 09 | Do it yourself (DIY) | Home & Garden | 1.75× | ||
| 10 | Home Appliances | Home & Garden | 1.72× | ||
| 11 | Apartment | Business & Career | 1.68× | ||
| 12 | Home improvement | Home & Garden | 1.67× | ||
| 13 | Dresses | Fashion & Accessoires | 1.66× | ||
| 14 | Beauty salons | Beauty & Wellness | 1.63× | ||
| 15 | Wholesale | Fashion & Accessoires | 1.61× | ||
| 16 | Casas Bahia | Shopping | 1.61× | ||
| 17 | Cake | Food & Beverages | 1.60× | ||
| 18 | Confectionery | Food & Beverages | 1.54× | ||
| 19 | Black Friday (shopping) | Shopping | 1.53× | ||
| 20 | O Boticário | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.67× | |
| Creativity | OPEN | 1.53× | |
| Indulgence | JOY | 1.34× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.78× | |
| Patriotism | CONSERVATISM | 0.87× | |
| Risk Appetite | THRILL | 0.88× |
Gardening has an estimated audience of 8,692,915 people in Brazil, concentrated in São Paulo and Minas Gerais.
63.9% of Gardening fans are female, 36.1% are male, with an average age of 44.0 years.
Gardening fans show strongest brand affinity for Garden (2.96×), Handicraft (1.75×), and Crochet (2.09×) over the country average.
Gardening fans in Brazil are most concentrated in São Paulo (reach ~2M), Minas Gerais (reach ~800K), and Rio de Janeiro (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Gardening itself, the audience over-indexes on Handicraft (1.75×), Crochet (2.09×), Beauty salons (1.63×), and Home Appliances (1.72×) 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 Gardening. 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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