A data profile of the people who buy, follow and care about McDonald's in Brazil — modelled from more than twelve digital signal sources. McDonald's has an estimated audience of 11,083,242 people in Brazil.
The average McDonald's fan in Brazil is 37.1 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Rio de Janeiro, Paraná.
Top brand affinities include Burger King, Barbie, Fast food, with strongest over-indexing on Burger King (2.66× the country average).
Demographically, the McDonald's audience skews more female with an average age of 37.1, and over-indexes on personality traits such as Urban Lifestyle, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical McDonald's fan in Brazil is more female, around 37.1 years old, with strong Urban Lifestyle tendencies and a notable affinity for Burger King.
The key figures that characterise the McDonald's profile in Brazil.
62.6% are female, 37.4% are male, average age 37.1.
| Metric | Value |
|---|---|
| Female | 62.6% |
| Male | 37.4% |
| Average age | 37.1 |
| Estimated audience size | 11,083,242 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 24% | |
| 30-39 | 21% | |
| 40-49 | 17% | |
| 50+ | 16% |
of the worldwide McDonald's audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 24.2% |
| Italy | 4.8% |
| Germany | 4.7% |
Where the McDonald's audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | São Paulo | ~6M | 2.77× | |
| 02 | Federal District | ~300K | 2.35× | |
| 03 | Rio de Janeiro | ~1.5M | 2.05× | |
| 04 | Santa Catarina | ~700K | 1.82× | |
| 05 | Paraná | ~900K | 1.81× | |
| 06 | Rio Grande do Sul | ~800K | 1.50× | |
| 07 | Alagoas | ~200K | 1.24× | |
| 08 | Pernambuco | ~500K | 1.19× | |
| 09 | Sergipe | ~100K | 1.16× | |
| 10 | Goiás | ~400K | 1.13× | |
| 11 | Paraíba | ~200K | 1.11× | |
| 12 | Minas Gerais | ~900K | 0.97× | |
| 13 | Ceará | ~400K | 0.94× | |
| 14 | Espírito Santo | ~200K | 0.92× | |
| 15 | Piauí | ~100K | 0.87× | |
| 16 | Mato Grosso do Sul | ~90K | 0.70× | |
| 17 | Rio Grande do Norte | ~100K | 0.69× | |
| 18 | Bahia | ~400K | 0.66× | |
| 19 | Amazonas | ~100K | 0.64× | |
| 20 | Tocantins | ~30K | 0.51× | |
| 21 | Mato Grosso | ~80K | 0.48× | |
| 22 | Maranhão | ~100K | 0.47× | |
| 23 | Pará | ~100K | 0.46× | |
| 24 | Roraima | ~6K | 0.27× | |
| 25 | Amapá | ~8K | 0.25× | |
| 26 | Acre | ~7K | 0.24× | |
| 27 | Rondônia | ~10K | 0.19× |
The strongest cross-interests of the McDonald's audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Burger King | Food & Beverages | 2.66× | ||
| 02 | Pizza Hut | Food & Beverages | 2.61× | ||
| 03 | French fries | Food & Beverages | 2.31× | ||
| 04 | Habib's | Food & Beverages | 2.24× | ||
| 05 | Magic City (TV series) | Movies & TV | 2.24× | ||
| 06 | Online food ordering | Food & Beverages | 2.17× | ||
| 07 | Subway | Food & Beverages | 2.01× | ||
| 08 | Pizza delivery | Food & Beverages | 1.90× | ||
| 09 | Fast food | Food & Beverages | 1.88× | ||
| 10 | Home Delivery | Food & Beverages | 1.84× | ||
| 11 | Snack food | Food & Beverages | 1.82× | ||
| 12 | Take-out | Food & Beverages | 1.74× | ||
| 13 | Sandwich | Food & Beverages | 1.73× | ||
| 14 | Hamburger | Food & Beverages | 1.70× | ||
| 15 | Lunch | Food & Beverages | 1.66× | ||
| 16 | Assaí | Food & Beverages | 1.55× | ||
| 17 | Barbie | Movies & TV | 1.53× | ||
| 18 | Child development | Business & Career | 1.53× | ||
| 19 | Diners | Food & Beverages | 1.53× | ||
| 20 | Deal of the day | Shopping | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.14× | |
| Price Sensitivity | PREMIUM | 1.12× | |
| Family Orientation | CONSERVATISM | 1.04× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.73× | |
| Risk Appetite | THRILL | 0.74× | |
| Travelling | THRILL | 0.74× |
McDonald's's target market in Brazil covers an estimated 11,083,242 people, concentrated in São Paulo and Rio de Janeiro.
62.6% of the McDonald's audience are female, 37.4% are male, with an average age of 37.1 years.
McDonald's fans show strongest brand affinity for Burger King (2.66×), Barbie (1.53×), and Fast food (1.88×) over the country average.
McDonald's fans in Brazil are most concentrated in São Paulo (reach ~6M), Rio de Janeiro (reach ~1.5M), and Paraná (reach ~900K). These three regions account for the largest share of the active audience.
Beyond McDonald's itself, the audience over-indexes on Barbie (1.53×), Fast food (1.88×), Snack food (1.82×), and Hamburger (1.7×) 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 McDonald's. 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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