A data profile of the people who buy, follow and care about Well-being in Brazil — modelled from more than twelve digital signal sources. Well-being has an estimated audience of 17,476,798 people in Brazil.
Well-being has an estimated audience of 17,476,798 people in Brazil. 69.4% are female, 30.6% are male, average age 43.5. Top brand affinities: Personal care, Shopping malls, Lojas Renner, mulheres, MSN.
Top brand affinities include Personal care, Shopping malls, Lojas Renner, with strongest over-indexing on Personal care (1.58× the country average).
Demographically, the Well-being audience skews more female with an average age of 43.5, and over-indexes on personality traits such as Mindfulness, Community Orientation.
The typical Well-being fan in Brazil is more female, around 43.5 years old, with strong Mindfulness tendencies and a notable affinity for Personal care.
The key figures that characterise the Well-being profile in Brazil.
69.4% are female, 30.6% are male, average age 43.5.
| Metric | Value |
|---|---|
| Female | 69.4% |
| Male | 30.6% |
| Average age | 43.5 |
| Estimated audience size | 17,476,798 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 18% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 29% |
of the worldwide Well-being audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 18.8% |
| Italy | 8.7% |
| Brazil | 6.2% |
The strongest cross-interests of the Well-being audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Fragrance oil | Beauty & Wellness | 2.35× | ||
| 02 | Yakult | Food & Beverages | 2.35× | ||
| 03 | Duvet | Home & Garden | 2.00× | ||
| 04 | Xabi Alonso | Sports | 1.90× | ||
| 05 | Lojas Renner | Fashion & Accessoires | 1.76× | ||
| 06 | Rede Record | Movies & TV | 1.69× | ||
| 07 | mulheres | Movies & TV | 1.61× | ||
| 08 | Colcci | Fashion & Accessoires | 1.60× | ||
| 09 | Baking | Food & Beverages | 1.59× | ||
| 10 | Personal care | Health | 1.58× | ||
| 11 | OQVestir | Shopping | 1.58× | ||
| 12 | Soulmate | Kids & Family | 1.57× | ||
| 13 | MSN | News | 1.54× | ||
| 14 | Frevo | Music & Radio | 1.54× | ||
| 15 | Island | Travel & Leisure | 1.52× | ||
| 16 | Gal Costa | Music & Radio | 1.52× | ||
| 17 | Yahoo! | Internet & Social Media | 1.52× | ||
| 18 | Shopping malls | Shopping | 1.51× | ||
| 19 | Court shoe | Fashion & Accessoires | 1.50× | ||
| 20 | Maria Bethânia | Music & Radio | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.37× | |
| Community Orientation | OPEN | 1.35× | |
| Price Sensitivity | PREMIUM | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.66× | |
| Tradition | CONSERVATISM | 0.81× | |
| Urban Lifestyle | OPEN | 0.85× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Well-being. 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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