A data profile of the people who buy, follow and care about Local food in Italy — modelled from more than twelve digital signal sources. Local food has an estimated audience of 12,243,436 people in Italy.
The average Local food fan in Italy is 44.7 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Campania.
Top brand affinities include Consumer electronics, Vegetarian cuisine, Woman, with strongest over-indexing on Consumer electronics (1.51× the country average).
Demographically, the Local food audience skews more female with an average age of 44.7, and over-indexes on personality traits such as Design Affinity, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Local food fan in Italy is more female, around 44.7 years old, with strong Design Affinity tendencies and a notable affinity for Consumer electronics.
The key figures that characterise the Local food profile in Italy.
56.9% are female, 43.1% are male, average age 44.7.
| Metric | Value |
|---|---|
| Female | 56.9% |
| Male | 43.1% |
| Average age | 44.7 |
| Estimated audience size | 12,243,436 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 14% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 34% |
of the worldwide Local food audience comes from Italy.
| Country | Share |
|---|---|
| United States | 18.0% |
| Japan | 9.7% |
| Italy | 5.7% |
Where the Local food audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Basilicata | ~100K | 1.28× | |
| 02 | Abruzzo | ~300K | 1.04× | |
| 03 | Trentino-Alto Adige/Südtirol | ~200K | 1.04× | |
| 04 | Friuli-Venezia Giulia | ~200K | 1.04× | |
| 05 | Sardinia | ~400K | 1.03× | |
| 06 | Calabria | ~400K | 1.02× | |
| 07 | Marche | ~300K | 1.01× | |
| 08 | Liguria | ~300K | 1.00× | |
| 09 | Puglia | ~800K | 0.96× | |
| 10 | Sicilia | ~1M | 0.95× | |
| 11 | Tuscany | ~800K | 0.95× | |
| 12 | Piedmont | ~800K | 0.94× | |
| 13 | Campania | ~1.5M | 0.93× | |
| 14 | Emilia-Romagna | ~900K | 0.93× | |
| 15 | Veneto | ~900K | 0.93× | |
| 16 | Lazio | ~1.5M | 0.89× | |
| 17 | Lombardy | ~2M | 0.83× |
The strongest cross-interests of the Local food audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Brunch | Food & Beverages | 3.43× | ||
| 02 | Vegetarian cuisine | Food & Beverages | 2.96× | ||
| 03 | Cooking show | Food & Beverages | 2.93× | ||
| 04 | Fast casual restaurants | Food & Beverages | 2.70× | ||
| 05 | Foodie | Food & Beverages | 2.57× | ||
| 06 | Cookbook | Food & Beverages | 2.54× | ||
| 07 | Natural skin care | Beauty & Wellness | 2.35× | ||
| 08 | Foodservice | Food & Beverages | 2.25× | ||
| 09 | Zadar | Travel & Leisure | 2.10× | ||
| 10 | Culinary art | Arts & Culture | 2.06× | ||
| 11 | Mediterranean cuisine | Food & Beverages | 2.04× | ||
| 12 | Diners | Food & Beverages | 1.89× | ||
| 13 | Primark | Shopping | 1.88× | ||
| 14 | Dinner | Food & Beverages | 1.88× | ||
| 15 | Organic food | Food & Beverages | 1.72× | ||
| 16 | Confectionery | Food & Beverages | 1.72× | ||
| 17 | Men's clothing | Fashion & Accessoires | 1.62× | ||
| 18 | Woman | Kids & Family | 1.60× | ||
| 19 | Kitchen | Home & Garden | 1.53× | ||
| 20 | Consumer electronics | Technology & Electronics | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.70× | |
| Indulgence | JOY | 1.53× | |
| Pet Ownership | JOY | 1.36× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.67× | |
| Patriotism | CONSERVATISM | 0.77× | |
| Spirituality | BALANCE | 0.91× |
Local food has an estimated audience of 12,243,436 people in Italy, concentrated in Lombardy and Lazio.
56.9% of Local food fans are female, 43.1% are male, with an average age of 44.7 years.
Local food fans show strongest brand affinity for Consumer electronics (1.51×), Vegetarian cuisine (2.96×), and Woman (1.6×) over the country average.
Local food fans in Italy are most concentrated in Lombardy (reach ~2M), Lazio (reach ~1.5M), and Campania (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Local food itself, the audience over-indexes on Vegetarian cuisine (2.96×), Woman (1.6×), Cooking show (2.93×), and Cookbook (2.54×) compared to the Italy average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Italy who actively search for Local food. 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 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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