A data profile of the people who buy, follow and care about Kitchenware in Brazil — modelled from more than twelve digital signal sources. Kitchenware has an estimated audience of 3,446,940 people in Brazil.
The average Kitchenware fan in Brazil is 44.7 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 Kitchen utensil, Household goods, Cookware and bakeware, with strongest over-indexing on Kitchen utensil (15.74× the country average).
Demographically, the Kitchenware audience skews more female with an average age of 44.7, and over-indexes on personality traits such as Indulgence, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Kitchenware fan in Brazil is more female, around 44.7 years old, with strong Indulgence tendencies and a notable affinity for Kitchen utensil.
The key figures that characterise the Kitchenware profile in Brazil.
72.4% are female, 27.6% are male, average age 44.7.
| Metric | Value |
|---|---|
| Female | 72.4% |
| Male | 27.6% |
| Average age | 44.7 |
| Estimated audience size | 3,446,940 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 20% | |
| 40-49 | 25% | |
| 50+ | 32% |
of the worldwide Kitchenware audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 21.6% |
| Japan | 6.5% |
| United Kingdom | 5.2% |
Where the Kitchenware audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Roraima | ~10K | 1.08× | |
| 02 | Rondônia | ~30K | 1.06× | |
| 03 | São Paulo | ~900K | 1.05× | |
| 04 | Sergipe | ~40K | 1.03× | |
| 05 | Acre | ~10K | 1.03× | |
| 06 | Rio Grande do Norte | ~60K | 1.01× | |
| 07 | Mato Grosso do Sul | ~50K | 1.01× | |
| 08 | Piauí | ~50K | 1.01× | |
| 09 | Tocantins | ~20K | 1.01× | |
| 10 | Amapá | ~10K | 1.01× | |
| 11 | Amazonas | ~60K | 1.00× | |
| 12 | Alagoas | ~50K | 1.00× | |
| 13 | Paraíba | ~70K | 0.99× | |
| 14 | Mato Grosso | ~60K | 0.99× | |
| 15 | Federal District | ~60K | 0.98× | |
| 16 | Maranhão | ~80K | 0.97× | |
| 17 | Espírito Santo | ~70K | 0.97× | |
| 18 | Pará | ~100K | 0.96× | |
| 19 | Pernambuco | ~200K | 0.95× | |
| 20 | Santa Catarina | ~100K | 0.94× | |
| 21 | Goiás | ~100K | 0.94× | |
| 22 | Rio Grande do Sul | ~200K | 0.93× | |
| 23 | Ceará | ~100K | 0.93× | |
| 24 | Bahia | ~200K | 0.91× | |
| 25 | Rio de Janeiro | ~300K | 0.90× | |
| 26 | Paraná | ~200K | 0.90× | |
| 27 | Minas Gerais | ~300K | 0.86× |
The strongest cross-interests of the Kitchenware audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Household goods | Home & Garden | 21.67× | ||
| 02 | Home accessories | Home & Garden | 20.12× | ||
| 03 | Kitchen utensil | Home & Garden | 15.74× | ||
| 04 | Home Interiors | Home & Garden | 10.67× | ||
| 05 | Cookware and bakeware | Home & Garden | 10.59× | ||
| 06 | Cutlery | Home & Garden | 10.44× | ||
| 07 | Kitchen knife | Home & Garden | 8.97× | ||
| 08 | Home shopping | Shopping | 8.47× | ||
| 09 | Leonardo | Home & Garden | 6.85× | ||
| 10 | Dishwasher | Home & Garden | 6.13× | ||
| 11 | Bathroom | Home & Garden | 5.29× | ||
| 12 | Cooking show | Food & Beverages | 5.25× | ||
| 13 | Hairbrush | Beauty & Wellness | 4.25× | ||
| 14 | Household | Home & Garden | 4.09× | ||
| 15 | Dining room | Home & Garden | 3.57× | ||
| 16 | Blanket | Home & Garden | 3.50× | ||
| 17 | VOO | Technology & Electronics | 3.13× | ||
| 18 | Arezzo | Travel & Leisure | 2.17× | ||
| 19 | Furniture | Home & Garden | 1.91× | ||
| 20 | Kitchen | Home & Garden | 1.70× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.52× | |
| Price Sensitivity | PREMIUM | 1.46× | |
| Healthy Lifestyle | BALANCE | 1.35× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.68× | |
| Career Orientation | POWER | 0.77× | |
| Travelling | THRILL | 0.79× |
Kitchenware has an estimated audience of 3,446,940 people in Brazil, concentrated in São Paulo and Minas Gerais.
72.4% of Kitchenware fans are female, 27.6% are male, with an average age of 44.7 years.
Kitchenware fans show strongest brand affinity for Kitchen utensil (15.74×), Household goods (21.67×), and Cookware and bakeware (10.59×) over the country average.
Kitchenware fans in Brazil are most concentrated in São Paulo (reach ~900K), Minas Gerais (reach ~300K), and Rio de Janeiro (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Kitchenware itself, the audience over-indexes on Household goods (21.67×), Cookware and bakeware (10.59×), Cutlery (10.44×), and Bathroom (5.29×) 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 Kitchenware. 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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