A data profile of the people who buy, follow and care about Veganism in Brazil — modelled from more than twelve digital signal sources. Veganism has an estimated audience of 11,876,411 people in Brazil.
The average Veganism fan in Brazil is 43.0 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Rio de Janeiro, Bahia.
Top brand affinities include Personal care, Healthy diet, Beauty salons, with strongest over-indexing on Personal care (1.62× the country average).
Demographically, the Veganism audience skews more female with an average age of 43.0, and over-indexes on personality traits such as Creativity, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Veganism fan in Brazil is more female, around 43.0 years old, with strong Creativity tendencies and a notable affinity for Personal care.
The key figures that characterise the Veganism profile in Brazil.
74.8% are female, 25.2% are male, average age 43.0.
| Metric | Value |
|---|---|
| Female | 74.8% |
| Male | 25.2% |
| Average age | 43.0 |
| Estimated audience size | 11,876,411 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 24% | |
| 50+ | 27% |
of the worldwide Veganism audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 19.8% |
| United Kingdom | 5.9% |
| Italy | 5.7% |
Where the Veganism audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Rio de Janeiro | ~3M | 2.75× | |
| 02 | São Paulo | ~8M | 2.67× | |
| 03 | Santa Catarina | ~1.5M | 2.30× | |
| 04 | Federal District | ~400K | 1.84× | |
| 05 | Bahia | ~1.5M | 1.63× | |
| 06 | Paraná | ~1M | 1.37× | |
| 07 | Rio Grande do Norte | ~200K | 1.20× | |
| 08 | Rio Grande do Sul | ~800K | 1.15× | |
| 09 | Amapá | ~40K | 0.96× | |
| 10 | Roraima | ~30K | 0.95× | |
| 11 | Pernambuco | ~500K | 0.94× | |
| 12 | Acre | ~40K | 0.94× | |
| 13 | Minas Gerais | ~1M | 0.93× | |
| 14 | Alagoas | ~200K | 0.93× | |
| 15 | Rondônia | ~90K | 0.90× | |
| 16 | Tocantins | ~70K | 0.90× | |
| 17 | Sergipe | ~100K | 0.86× | |
| 18 | Paraíba | ~200K | 0.85× | |
| 19 | Pará | ~300K | 0.83× | |
| 20 | Piauí | ~100K | 0.83× | |
| 21 | Ceará | ~400K | 0.82× | |
| 22 | Espírito Santo | ~200K | 0.82× | |
| 23 | Mato Grosso do Sul | ~100K | 0.82× | |
| 24 | Amazonas | ~200K | 0.81× | |
| 25 | Maranhão | ~200K | 0.77× | |
| 26 | Mato Grosso | ~200K | 0.75× | |
| 27 | Goiás | ~300K | 0.74× |
The strongest cross-interests of the Veganism audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Vegetarian cuisine | Food & Beverages | 2.25× | ||
| 02 | Healthy diet | Health | 2.17× | ||
| 03 | Organic food | Food & Beverages | 2.12× | ||
| 04 | Children's clothing | Fashion & Accessoires | 1.88× | ||
| 05 | Beauty salons | Beauty & Wellness | 1.74× | ||
| 06 | Crochet | Home & Garden | 1.73× | ||
| 07 | Wholesale | Fashion & Accessoires | 1.70× | ||
| 08 | Candy | Food & Beverages | 1.68× | ||
| 09 | Dresses | Fashion & Accessoires | 1.68× | ||
| 10 | Confectionery | Food & Beverages | 1.66× | ||
| 11 | Belém | Travel & Leisure | 1.65× | ||
| 12 | Cake | Food & Beverages | 1.65× | ||
| 13 | Spas | Beauty & Wellness | 1.63× | ||
| 14 | Personal care | Health | 1.62× | ||
| 15 | Trousers | Fashion & Accessoires | 1.62× | ||
| 16 | Discounting | Shopping | 1.61× | ||
| 17 | Gastronomy | Food & Beverages | 1.55× | ||
| 18 | Handicraft | Home & Garden | 1.53× | ||
| 19 | Barbecue | Food & Beverages | 1.53× | ||
| 20 | Constitution of Brazil | Politics & Society | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.42× | |
| Indulgence | JOY | 1.37× | |
| Price Sensitivity | PREMIUM | 1.33× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.81× | |
| Risk Appetite | THRILL | 0.89× | |
| Need for Security | CONSERVATISM | 0.95× |
Veganism has an estimated audience of 11,876,411 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
74.8% of Veganism fans are female, 25.2% are male, with an average age of 43.0 years.
Veganism fans show strongest brand affinity for Personal care (1.62×), Healthy diet (2.17×), and Beauty salons (1.74×) over the country average.
Veganism fans in Brazil are most concentrated in São Paulo (reach ~8M), Rio de Janeiro (reach ~3M), and Bahia (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Veganism itself, the audience over-indexes on Healthy diet (2.17×), Beauty salons (1.74×), Organic food (2.12×), and Belém (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 Veganism. 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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