A data profile of the people who buy, follow and care about Kitchenware in Indonesia — modelled from more than twelve digital signal sources. Kitchenware has an estimated audience of 2,578,172 people in Indonesia.
The average Kitchenware fan in Indonesia is 34.8 years old, more female, and lives primarily in East Java.
The audience is concentrated in East Java, Jakarta, West Java.
Top brand affinities include Kitchen utensil, Cooking show, Cookware and bakeware, with strongest over-indexing on Kitchen utensil (13.83× the country average).
Demographically, the Kitchenware audience skews more female with an average age of 34.8, and over-indexes on personality traits such as Individualism, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 34 regions tracked by Rascasse.
The typical Kitchenware fan in Indonesia is more female, around 34.8 years old, with strong Individualism tendencies and a notable affinity for Kitchen utensil.
The key figures that characterise the Kitchenware profile in Indonesia.
61.4% are female, 38.6% are male, average age 34.8.
| Metric | Value |
|---|---|
| Female | 61.4% |
| Male | 38.6% |
| Average age | 34.8 |
| Estimated audience size | 2,578,172 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 34% | |
| 30-39 | 22% | |
| 40-49 | 15% | |
| 50+ | 9% |
of the worldwide Kitchenware audience comes from Indonesia.
| Country | Share |
|---|---|
| United States | 21.6% |
| Japan | 6.5% |
| United Kingdom | 5.2% |
Where the Kitchenware audience in Indonesia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bali | ~200K | 4.10× | |
| 02 | East Java | ~700K | 2.44× | |
| 03 | Jakarta | ~300K | 1.58× | |
| 04 | Riau Islands | ~40K | 1.38× | |
| 05 | Banten | ~100K | 1.10× | |
| 06 | Gorontalo (disambiguation)(2) | ~10K | 1.06× | |
| 07 | West Sulawesi | ~10K | 1.05× | |
| 08 | Bangka-Belitung Islands | ~10K | 1.03× | |
| 09 | North Kalimantan | ~8K | 1.03× | |
| 10 | Maluku | ~10K | 1.02× | |
| 11 | West Nusa Tenggara | ~30K | 0.99× | |
| 12 | Bengkulu | ~20K | 0.99× | |
| 13 | Papua (province) | ~20K | 0.99× | |
| 14 | West Papua | ~8K | 0.99× | |
| 15 | Central Sulawesi | ~20K | 0.98× | |
| 16 | Southeast Sulawesi | ~20K | 0.98× | |
| 17 | North Maluku | ~9K | 0.98× | |
| 18 | North Sulawesi | ~30K | 0.97× | |
| 19 | Central Kalimantan | ~20K | 0.97× | |
| 20 | Jambi | ~30K | 0.96× | |
| 21 | East Nusa Tenggara | ~30K | 0.96× | |
| 22 | North Sumatra | ~100K | 0.94× | |
| 23 | Aceh | ~30K | 0.94× | |
| 24 | West Sumatra | ~40K | 0.93× | |
| 25 | West Kalimantan | ~30K | 0.93× | |
| 26 | South Kalimantan | ~30K | 0.93× | |
| 27 | South Sumatra | ~60K | 0.92× | |
| 28 | Lampung | ~50K | 0.92× | |
| 29 | Riau | ~60K | 0.91× | |
| 30 | Special Region of Yogyakarta | ~40K | 0.91× | |
| 31 | East Kalimantan | ~40K | 0.91× | |
| 32 | South Sulawesi | ~70K | 0.89× | |
| 33 | Central Java | ~200K | 0.74× | |
| 34 | West Java | ~300K | 0.71× |
The strongest cross-interests of the Kitchenware audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Kitchen utensil | Home & Garden | 13.83× | ||
| 02 | Lazada Super Moms | Topic | 8.01× | ||
| 03 | Baby toys | Kids & Family | 6.40× | ||
| 04 | Cookware and bakeware | Home & Garden | 6.01× | ||
| 05 | Infant bodysuit | Kids & Family | 5.78× | ||
| 06 | Infant bed | Home & Garden | 5.75× | ||
| 07 | Diaper bag | Kids & Family | 5.25× | ||
| 08 | Infant clothing | Kids & Family | 5.07× | ||
| 09 | Cooking show | Food & Beverages | 5.04× | ||
| 10 | Cookbook | Food & Beverages | 5.00× | ||
| 11 | Baby powder | Kids & Family | 4.98× | ||
| 12 | Bedroom furniture | Home & Garden | 4.73× | ||
| 13 | Delivery order | Food & Beverages | 4.49× | ||
| 14 | Child development | Business & Career | 4.47× | ||
| 15 | Baby food | Kids & Family | 4.34× | ||
| 16 | Housing estate | Home & Garden | 3.72× | ||
| 17 | Brunch | Food & Beverages | 3.61× | ||
| 18 | Shawl | Fashion & Accessoires | 3.54× | ||
| 19 | Online food ordering | Food & Beverages | 3.50× | ||
| 20 | Local food | Food & Beverages | 2.91× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 5.68× | |
| Healthy Lifestyle | BALANCE | 2.81× | |
| Need for Security | CONSERVATISM | 2.40× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.37× | |
| Patriotism | CONSERVATISM | 0.76× | |
| Social Media Usage | JOY | 0.91× |
Kitchenware has an estimated audience of 2,578,172 people in Indonesia, concentrated in East Java and Jakarta.
61.4% of Kitchenware fans are female, 38.6% are male, with an average age of 34.8 years.
Kitchenware fans show strongest brand affinity for Kitchen utensil (13.83×), Cooking show (5.04×), and Cookware and bakeware (6.01×) over the country average.
Kitchenware fans in Indonesia are most concentrated in East Java (reach ~700K), Jakarta (reach ~300K), and West Java (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Kitchenware itself, the audience over-indexes on Cooking show (5.04×), Cookware and bakeware (6.01×), Cookbook (5.0×), and Baby powder (4.98×) compared to the Indonesia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Indonesia 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 Indonesia. 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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