A data profile of the people who buy, follow and care about Baking in United Kingdom — modelled from more than twelve digital signal sources. Baking has an estimated audience of 8,550,202 people in United Kingdom.
The average Baking fan in United Kingdom is 44.6 years old, more female, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, South East.
Top brand affinities include Recipes, Matalan, Home Bargains, with strongest over-indexing on Recipes (1.59× the country average).
Demographically, the Baking audience skews more female with an average age of 44.6, and over-indexes on personality traits such as Creativity, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Baking fan in United Kingdom is more female, around 44.6 years old, with strong Creativity tendencies and a notable affinity for Recipes.
The key figures that characterise the Baking profile in United Kingdom.
67.9% are female, 32.1% are male, average age 44.6.
| Metric | Value |
|---|---|
| Female | 67.9% |
| Male | 32.1% |
| Average age | 44.6 |
| Estimated audience size | 8,550,202 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Baking audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.6% |
| United Kingdom | 4.7% |
| Italy | 4.6% |
Where the Baking audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~2M | 2.65× | |
| 02 | England | ~6.5M | 1.79× | |
| 03 | North West | ~1M | 1.19× | |
| 04 | South East | ~1.5M | 1.13× | |
| 05 | Northern Ireland | ~200K | 0.93× | |
| 06 | East of England | ~700K | 0.85× | |
| 07 | Scotland | ~600K | 0.80× | |
| 08 | South West | ~500K | 0.78× | |
| 09 | East Midlands | ~500K | 0.75× | |
| 10 | North East | ~200K | 0.66× | |
| 11 | Wales | ~300K | 0.64× | |
| 12 | Greater London | ~700K | 0.61× | |
| 13 | West Midlands | ~200K | 0.47× |
The strongest cross-interests of the Baking audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | J. D. Williams | Shopping | 2.11× | ||
| 02 | Hobbycraft | Home & Garden | 1.83× | ||
| 03 | Cupcake | Food & Beverages | 1.78× | ||
| 04 | Matalan | Shopping | 1.76× | ||
| 05 | Pastry | Food & Beverages | 1.75× | ||
| 06 | Oven | Home & Garden | 1.70× | ||
| 07 | Bakery | Food & Beverages | 1.69× | ||
| 08 | Home Bargains | Shopping | 1.66× | ||
| 09 | New Look | Fashion & Accessoires | 1.62× | ||
| 10 | Strictly Come Dancing | Sports | 1.61× | ||
| 11 | Recipes | Food & Beverages | 1.59× | ||
| 12 | Debenhams | Fashion & Accessoires | 1.58× | ||
| 13 | Household goods | Home & Garden | 1.58× | ||
| 14 | Cake | Food & Beverages | 1.57× | ||
| 15 | Garden centre | Home & Garden | 1.57× | ||
| 16 | Cookie | Food & Beverages | 1.56× | ||
| 17 | Cookware and bakeware | Home & Garden | 1.56× | ||
| 18 | Ocado | Shopping | 1.53× | ||
| 19 | Children's clothing | Fashion & Accessoires | 1.52× | ||
| 20 | Confectionery | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.23× | |
| Design Affinity | PREMIUM | 1.20× | |
| Community Orientation | OPEN | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.68× | |
| Risk Appetite | THRILL | 0.76× | |
| Early Adopter Mentality | POWER | 0.84× |
Baking has an estimated audience of 8,550,202 people in United Kingdom, concentrated in England and Yorkshire and the Humber.
67.9% of Baking fans are female, 32.1% are male, with an average age of 44.6 years.
Baking fans show strongest brand affinity for Recipes (1.59×), Matalan (1.76×), and Home Bargains (1.66×) over the country average.
Baking fans in United Kingdom are most concentrated in England (reach ~6.5M), Yorkshire and the Humber (reach ~2M), and South East (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Baking itself, the audience over-indexes on Matalan (1.76×), Home Bargains (1.66×), Cake (1.57×), and Oven (1.7×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Baking. 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 United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.