Rascasse Audience Intelligence

Baking Audience in Italy

A data profile of the people who buy, follow and care about Baking in Italy — modelled from more than twelve digital signal sources. Baking has an estimated audience of 8,346,367 people in Italy.

#464among Topic in Italy#58in Food & Beverages

The average Baking fan in Italy is 45.5 years old, more female, and lives primarily in Lombardy.

The audience is concentrated in Lombardy, Campania, Lazio.

Top brand affinities include Recipes, Conad, Flour, with strongest over-indexing on Recipes (1.59× the country average).

Demographically, the Baking audience skews more female with an average age of 45.5, 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 20 regions tracked by Rascasse.

The typical Baking fan in Italy is more female, around 45.5 years old, with strong Creativity tendencies and a notable affinity for Recipes.

Category: Food & Beverages · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Baking profile in Italy.

Audience size
8.3M
in Italy
Gender
63.0%♀
37.0% male
Age
45.5
average years
Country rank
#657
Topic in Italy
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Baking fans

63.0% are female, 37.0% are male, average age 45.5.

Fig. 02

Gender split

63.0%
Female
37.0%
Male
Demographic split for Baking audience in Italy
MetricValue
Female63.0%
Male37.0%
Average age45.5
Estimated audience size8,346,367
Fig. 03

Age distribution

Ø 45.5
average years
Age distribution of the Baking audience in Italy
Age bracketShare%
16-198%
20-2913%
30-3920%
40-4924%
50+35%
Fig. 04

Worldwide distribution

4.6%

of the worldwide Baking audience comes from Italy.

Worldwide audience distribution share by country for Baking
CountryShare
United States20.6%
United Kingdom4.7%
Italy4.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Italy average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Baking audience in Italy is strongest.

Fig. 05

Top regions by affinity

Baking fans by region: top regions in Italy
#RegionReachAffinity×
01Puglia~900K1.64×
02Campania~1M1.28×
03Lombardy~1.5M1.16×
04Lazio~1M1.14×
05Sicilia~800K1.14×
06Trentino-Alto Adige/Südtirol~200K1.09×
07Veneto~700K1.06×
08Sardinia~200K1.02×
09Emilia-Romagna~700K1.00×
10Tuscany~600K1.00×
11Calabria~300K0.99×
12Piedmont~600K0.96×
13Aosta Valley~20K0.96×
14Liguria~200K0.94×
15Marche~200K0.94×
16Basilicata~70K0.94×
17Molise~40K0.94×
18Abruzzo~200K0.93×
19Umbria~100K0.92×
20Friuli-Venezia Giulia~100K0.90×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Baking audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Baking audience
#·InterestCategoryAffinity×
01HousekeepingTravel & Leisure2.02×
02Ciutat VellaTravel & Leisure1.97×
03SaffronFood & Beverages1.88×
04Frying panHome & Garden1.80×
05PepcoFashion & Accessoires1.76×
06Dish (food)Food & Beverages1.69×
07LinensHome & Garden1.68×
08MotiviFashion & Accessoires1.63×
09Kitchen stoveHome & Garden1.62×
10Culinary artArts & Culture1.60×
11OvenHome & Garden1.60×
12RecipesFood & Beverages1.59×
13BedroomHome & Garden1.59×
14Face powderBeauty & Wellness1.57×
15SweetnessFood & Beverages1.56×
16FlourFood & Beverages1.55×
17Massimo RanieriMovies & TV1.55×
18ConadShopping1.53×
19BakeryFood & Beverages1.53×
20Beauty & FashionBeauty & Wellness1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Baking audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Baking audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.11×
IndulgenceJOY1.04×
Quality AwarenessPREMIUM1.02×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Baking audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.67×
PatriotismCONSERVATISM0.75×
IndividualismJOY0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Baking have in Italy?

Baking has an estimated audience of 8,346,367 people in Italy, concentrated in Lombardy and Campania.

02

What is the gender split and age of Baking fans?

63.0% of Baking fans are female, 37.0% are male, with an average age of 45.5 years.

03

Which brands do Baking fans like most?

Baking fans show strongest brand affinity for Recipes (1.59×), Conad (1.53×), and Flour (1.55×) over the country average.

04

Where do Baking fans live in Italy?

Baking fans in Italy are most concentrated in Lombardy (reach ~1.5M), Campania (reach ~1M), and Lazio (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Baking fans also like?

Beyond Baking itself, the audience over-indexes on Conad (1.53×), Flour (1.55×), Culinary art (1.6×), and Oven (1.6×) compared to the Italy average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Food & Beverages audiences in Italy

See Baking audiences in other countries

How to read this data

Audience size is the estimated number of people in Italy 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Italy. 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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