A data profile of the people who buy, follow and care about Happy hour in Brazil — modelled from more than twelve digital signal sources. Happy hour has an estimated audience of 7,217,151 people in Brazil.
The average Happy hour fan in Brazil is 40.0 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 Beer, Bars, Woman, with strongest over-indexing on Beer (1.81× the country average).
Demographically, the Happy hour audience skews more female with an average age of 40.0, and over-indexes on personality traits such as Price Sensitivity, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Happy hour fan in Brazil is more female, around 40.0 years old, with strong Price Sensitivity tendencies and a notable affinity for Beer.
The key figures that characterise the Happy hour profile in Brazil.
63.1% are female, 36.9% are male, average age 40.0.
| Metric | Value |
|---|---|
| Female | 63.1% |
| Male | 36.9% |
| Average age | 40.0 |
| Estimated audience size | 7,217,151 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 25% | |
| 30-39 | 24% | |
| 40-49 | 21% | |
| 50+ | 19% |
of the worldwide Happy hour audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 33.9% |
| Brazil | 14.5% |
| Japan | 8.7% |
Where the Happy hour audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Federal District | ~200K | 1.61× | |
| 02 | Amazonas | ~100K | 1.18× | |
| 03 | Mato Grosso | ~200K | 1.15× | |
| 04 | Rondônia | ~70K | 1.11× | |
| 05 | Goiás | ~300K | 1.09× | |
| 06 | Acre | ~30K | 1.09× | |
| 07 | Rio Grande do Sul | ~500K | 1.08× | |
| 08 | Mato Grosso do Sul | ~100K | 1.06× | |
| 09 | Piauí | ~100K | 1.06× | |
| 10 | Paraná | ~500K | 1.05× | |
| 11 | Santa Catarina | ~300K | 1.04× | |
| 12 | Roraima | ~20K | 1.03× | |
| 13 | Sergipe | ~70K | 1.00× | |
| 14 | Pernambuco | ~300K | 0.99× | |
| 15 | Rio Grande do Norte | ~100K | 0.97× | |
| 16 | Tocantins | ~50K | 0.97× | |
| 17 | São Paulo | ~2M | 0.93× | |
| 18 | Ceará | ~300K | 0.93× | |
| 19 | Maranhão | ~200K | 0.93× | |
| 20 | Minas Gerais | ~700K | 0.91× | |
| 21 | Espírito Santo | ~100K | 0.91× | |
| 22 | Amapá | ~20K | 0.90× | |
| 23 | Bahia | ~400K | 0.84× | |
| 24 | Paraíba | ~100K | 0.83× | |
| 25 | Alagoas | ~90K | 0.83× | |
| 26 | Pará | ~200K | 0.81× | |
| 27 | Rio de Janeiro | ~500K | 0.74× |
The strongest cross-interests of the Happy hour audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Nightlife | Arts & Culture | 2.51× | ||
| 02 | Brewery | Food & Beverages | 2.07× | ||
| 03 | Bars | Travel & Leisure | 2.06× | ||
| 04 | Beer | Food & Beverages | 1.81× | ||
| 05 | Distilled beverage | Food & Beverages | 1.72× | ||
| 06 | Samba | Music & Radio | 1.66× | ||
| 07 | Carrefour | Shopping | 1.65× | ||
| 08 | Electrolux | Home & Garden | 1.64× | ||
| 09 | Pizza | Food & Beverages | 1.62× | ||
| 10 | Spas | Beauty & Wellness | 1.61× | ||
| 11 | Concerts | Music & Radio | 1.61× | ||
| 12 | Hypermarket | Shopping | 1.60× | ||
| 13 | Handbags | Fashion & Accessoires | 1.59× | ||
| 14 | Water | Food & Beverages | 1.54× | ||
| 15 | Emotional intelligence | Health | 1.54× | ||
| 16 | Eating | Food & Beverages | 1.52× | ||
| 17 | Real property | Home & Garden | 1.51× | ||
| 18 | Woman | Kids & Family | 1.50× | ||
| 19 | Wine | Food & Beverages | 1.50× | ||
| 20 | Desserts | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.43× | |
| Community Orientation | OPEN | 1.36× | |
| Indulgence | JOY | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.95× | |
| Individualism | JOY | 0.98× | |
| Design Affinity | PREMIUM | 0.98× |
Happy hour has an estimated audience of 7,217,151 people in Brazil, concentrated in São Paulo and Minas Gerais.
63.1% of Happy hour fans are female, 36.9% are male, with an average age of 40.0 years.
Happy hour fans show strongest brand affinity for Beer (1.81×), Bars (2.06×), and Woman (1.5×) over the country average.
Happy hour fans in Brazil are most concentrated in São Paulo (reach ~2M), Minas Gerais (reach ~700K), and Rio de Janeiro (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Happy hour itself, the audience over-indexes on Bars (2.06×), Woman (1.5×), Spas (1.61×), and Carrefour (1.65×) 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 Happy hour. 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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