A data profile of the people who buy, follow and care about Happiness in Brazil — modelled from more than twelve digital signal sources. Happiness has an estimated audience of 17,355,324 people in Brazil.
The average Happiness fan in Brazil is 39.8 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 Woman, Personal development, Motivation, with strongest over-indexing on Woman (1.57× the country average).
Demographically, the Happiness audience skews more female with an average age of 39.8, 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 Happiness fan in Brazil is more female, around 39.8 years old, with strong Price Sensitivity tendencies and a notable affinity for Woman.
The key figures that characterise the Happiness profile in Brazil.
67.3% are female, 32.7% are male, average age 39.8.
| Metric | Value |
|---|---|
| Female | 67.3% |
| Male | 32.7% |
| Average age | 39.8 |
| Estimated audience size | 17,355,324 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 22% |
of the worldwide Happiness audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 21.9% |
| United Kingdom | 4.7% |
| Italy | 4.4% |
Where the Happiness audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Maranhão | ~500K | 1.15× | |
| 02 | Mato Grosso | ~400K | 1.10× | |
| 03 | Sergipe | ~200K | 1.09× | |
| 04 | Pará | ~600K | 1.08× | |
| 05 | Paraíba | ~400K | 1.08× | |
| 06 | Amazonas | ~300K | 1.08× | |
| 07 | Alagoas | ~300K | 1.08× | |
| 08 | Pernambuco | ~900K | 1.07× | |
| 09 | Rio Grande do Norte | ~300K | 1.07× | |
| 10 | Ceará | ~800K | 1.05× | |
| 11 | Roraima | ~50K | 1.04× | |
| 12 | Piauí | ~200K | 1.03× | |
| 13 | Amapá | ~60K | 1.01× | |
| 14 | Acre | ~60K | 0.99× | |
| 15 | Rondônia | ~100K | 0.98× | |
| 16 | Rio Grande do Sul | ~1M | 0.97× | |
| 17 | Federal District | ~300K | 0.97× | |
| 18 | São Paulo | ~4.5M | 0.95× | |
| 19 | Mato Grosso do Sul | ~200K | 0.95× | |
| 20 | Rio de Janeiro | ~1.5M | 0.93× | |
| 21 | Bahia | ~1M | 0.93× | |
| 22 | Minas Gerais | ~1.5M | 0.91× | |
| 23 | Goiás | ~600K | 0.90× | |
| 24 | Santa Catarina | ~700K | 0.89× | |
| 25 | Espírito Santo | ~300K | 0.89× | |
| 26 | Tocantins | ~100K | 0.88× | |
| 27 | Paraná | ~900K | 0.87× |
The strongest cross-interests of the Happiness audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pension | Business & Career | 1.99× | ||
| 02 | Self-confidence | Health | 1.93× | ||
| 03 | Anatomy | Health | 1.71× | ||
| 04 | Roberto Carlos (singer) | Music & Radio | 1.68× | ||
| 05 | Homemaking | Home & Garden | 1.65× | ||
| 06 | Motivation | Business & Career | 1.64× | ||
| 07 | Natural product | Food & Beverages | 1.62× | ||
| 08 | Healthy diet | Health | 1.61× | ||
| 09 | Spas | Beauty & Wellness | 1.58× | ||
| 10 | Woman | Kids & Family | 1.57× | ||
| 11 | Personal development | Business & Career | 1.56× | ||
| 12 | Self-esteem | Health | 1.56× | ||
| 13 | Skin | Beauty & Wellness | 1.56× | ||
| 14 | Skin care | Beauty & Wellness | 1.56× | ||
| 15 | Hair care | Beauty & Wellness | 1.55× | ||
| 16 | Health care | Business & Career | 1.54× | ||
| 17 | Organic food | Food & Beverages | 1.52× | ||
| 18 | Electrolux | Home & Garden | 1.52× | ||
| 19 | Nutrient | Food & Beverages | 1.51× | ||
| 20 | Mammal | Pets & Animals | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.33× | |
| Creativity | OPEN | 1.30× | |
| Tradition | CONSERVATISM | 1.15× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.87× | |
| Travelling | THRILL | 0.89× | |
| Luxury Orientation | PREMIUM | 0.90× |
Happiness has an estimated audience of 17,355,324 people in Brazil, concentrated in São Paulo and Minas Gerais.
67.3% of Happiness fans are female, 32.7% are male, with an average age of 39.8 years.
Happiness fans show strongest brand affinity for Woman (1.57×), Personal development (1.56×), and Motivation (1.64×) over the country average.
Happiness fans in Brazil are most concentrated in São Paulo (reach ~4.5M), Minas Gerais (reach ~1.5M), and Rio de Janeiro (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Happiness itself, the audience over-indexes on Personal development (1.56×), Motivation (1.64×), Self-esteem (1.56×), and Spas (1.58×) 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 Happiness. 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.