A data profile of the people who buy, follow and care about Handicraft in Brazil — modelled from more than twelve digital signal sources. Handicraft has an estimated audience of 18,863,733 people in Brazil.
Handicraft has an estimated audience of 18,863,733 people in Brazil. 70.5% are female, 29.5% are male, average age 42.1. Top brand affinities: Furniture, Fragrances, Beauty salons, Entrepreneurship, Personal care.
Top brand affinities include Furniture, Fragrances, Beauty salons, with strongest over-indexing on Furniture (1.78× the country average).
Demographically, the Handicraft audience skews more female with an average age of 42.1, and over-indexes on personality traits such as Creativity, Indulgence.
The typical Handicraft fan in Brazil is more female, around 42.1 years old, with strong Creativity tendencies and a notable affinity for Furniture.
The key figures that characterise the Handicraft profile in Brazil.
70.5% are female, 29.5% are male, average age 42.1.
| Metric | Value |
|---|---|
| Female | 70.5% |
| Male | 29.5% |
| Average age | 42.1 |
| Estimated audience size | 18,863,733 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 19% | |
| 30-39 | 21% | |
| 40-49 | 22% | |
| 50+ | 26% |
of the worldwide Handicraft audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 6.2% |
| Brazil | 5.4% |
The strongest cross-interests of the Handicraft audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Knitting | Home & Garden | 1.93× | ||
| 02 | Baking | Food & Beverages | 1.86× | ||
| 03 | Furniture | Home & Garden | 1.78× | ||
| 04 | Gardening | Home & Garden | 1.75× | ||
| 05 | Handbags | Fashion & Accessoires | 1.74× | ||
| 06 | Fragrances | Beauty & Wellness | 1.71× | ||
| 07 | Beauty salons | Beauty & Wellness | 1.69× | ||
| 08 | Lojas Renner | Fashion & Accessoires | 1.66× | ||
| 09 | College | Business & Career | 1.63× | ||
| 10 | Hypermarket | Shopping | 1.63× | ||
| 11 | Flower | Home & Garden | 1.63× | ||
| 12 | Jazz music | Music & Radio | 1.58× | ||
| 13 | Boutiques | Fashion & Accessoires | 1.58× | ||
| 14 | Do it yourself (DIY) | Home & Garden | 1.54× | ||
| 15 | Action movies | Movies & TV | 1.53× | ||
| 16 | Veganism | Food & Beverages | 1.53× | ||
| 17 | Entrepreneurship | Business & Career | 1.52× | ||
| 18 | Wine | Food & Beverages | 1.51× | ||
| 19 | X | Internet & Social Media | 1.51× | ||
| 20 | Personal care | Health | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.84× | |
| Indulgence | JOY | 1.54× | |
| Individualism | JOY | 1.39× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.80× | |
| Patriotism | CONSERVATISM | 0.82× | |
| Luxury Orientation | PREMIUM | 0.89× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Handicraft. 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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