Home and garden Audience in Brazil
Home and garden has an estimated audience of 24,617,239 people in Brazil. 65.5% are female, 34.5% are male, average age 37.9. Top brand affinities: Sociedade Esportiva Palmeiras, Sport Club Corinthians Paulista, São Paulo FC, Harry Potter, Cruzeiro Esporte Clube.
Top brand affinities include Sociedade Esportiva Palmeiras, Sport Club Corinthians Paulista, São Paulo FC, with strongest over-indexing on Sociedade Esportiva Palmeiras (1.97× the country average). Demographically, the Home and garden audience skews more female with an average age of 37.9, and over-indexes on personality traits such as Need for Security, Mindfulness.
Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster
Demographics of Home and garden fans
| Metric | Value |
|---|---|
| Female | 65.5% |
| Male | 34.5% |
| Average age | 37.9 |
| Estimated audience size | 24,617,239 |
Audience persona
The typical Home and garden fan in Brazil is more female, around 37.9 years old, with strong Need for Security tendencies and a notable affinity for Sociedade Esportiva Palmeiras.
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Sociedade Esportiva Palmeiras | 1.97× | Sports |
| Sport Club Corinthians Paulista | 2.21× | Sports |
| São Paulo FC | 2.02× | Sports |
| Harry Potter | 1.84× | Movies & TV |
| Cruzeiro Esporte Clube | 1.79× | Sports |
| Neymar | 2.19× | Sports |
| Santos FC | 1.58× | Sports |
| Sport Club Internacional | 2.01× | Sports |
| TikTok | 2.48× | Internet & Social Media |
| Fast food | 2.51× | Food & Beverages |
| AliExpress | 2.78× | Shopping |
| Grêmio Foot-Ball Porto Alegrense | 2.12× | Sports |
| Discounts and allowances | 3.15× | Shopping |
| SUVs | 2.61× | Cars & Mobility |
| UEFA Champions League | 2.19× | Sports |
| Skin care | 2.68× | Beauty & Wellness |
| Sephora | 2.84× | Shopping |
| Organic food | 2.5× | Food & Beverages |
| Honda | 2.43× | Cars & Mobility |
| Vivo (telecommunications) | 2.54× | Technology & Electronics |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 2.27 |
| Mindfulness | BALANCE | 2.22 |
| Risk Appetite | THRILL | 1.77 |
| Price Sensitivity | PREMIUM | 1.76 |
| Urban Lifestyle | OPEN | 1.65 |
| Sports Activity | POWER | 1.48 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.0% |
| Japan | 5.9% |
| China | 5.0% |
See Home and garden audiences in other countries
More Lifestyle cluster audiences in Brazil
- Arts and music (39,605,104)
- Food and drink (38,965,798)
- Sports (38,308,261)
- Food (37,833,570)
- Shopping (37,669,704)
How to read this data
Audience size is the estimated number of people in Brazil who actively search for Home and garden. 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.
About this audience profile
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.