A data profile of the people who buy, follow and care about Milk in Italy — modelled from more than twelve digital signal sources. Milk has an estimated audience of 11,114,366 people in Italy.
The average Milk fan in Italy is 44.7 years old, more female, and lives primarily in Emilia-Romagna.
The audience is concentrated in Emilia-Romagna, Piedmont, Lombardy.
Top brand affinities include Message in a Bottle (film), Pastry, Tgcom24, with strongest over-indexing on Message in a Bottle (film) (2.35× the country average).
Demographically, the Milk audience skews more female with an average age of 44.7, and over-indexes on personality traits such as Spirituality, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Milk fan in Italy is more female, around 44.7 years old, with strong Spirituality tendencies and a notable affinity for Message in a Bottle (film).
The key figures that characterise the Milk profile in Italy.
60.2% are female, 39.8% are male, average age 44.7.
| Metric | Value |
|---|---|
| Female | 60.2% |
| Male | 39.8% |
| Average age | 44.7 |
| Estimated audience size | 11,114,366 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 15% | |
| 30-39 | 22% | |
| 40-49 | 23% | |
| 50+ | 32% |
of the worldwide Milk audience comes from Italy.
| Country | Share |
|---|---|
| United States | 19.3% |
| Italy | 5.3% |
| Brazil | 4.8% |
Where the Milk audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Emilia-Romagna | ~3M | 3.32× | |
| 02 | Piedmont | ~2.5M | 3.00× | |
| 03 | Marche | ~500K | 1.70× | |
| 04 | Lombardy | ~2M | 0.99× | |
| 05 | Campania | ~1M | 0.96× | |
| 06 | Aosta Valley | ~30K | 0.93× | |
| 07 | Sicilia | ~900K | 0.91× | |
| 08 | Molise | ~50K | 0.91× | |
| 09 | Trentino-Alto Adige/Südtirol | ~200K | 0.90× | |
| 10 | Basilicata | ~90K | 0.88× | |
| 11 | Veneto | ~800K | 0.86× | |
| 12 | Tuscany | ~600K | 0.81× | |
| 13 | Calabria | ~300K | 0.80× | |
| 14 | Friuli-Venezia Giulia | ~200K | 0.80× | |
| 15 | Umbria | ~100K | 0.80× | |
| 16 | Puglia | ~600K | 0.79× | |
| 17 | Abruzzo | ~200K | 0.79× | |
| 18 | Lazio | ~1M | 0.73× | |
| 19 | Sardinia | ~200K | 0.73× | |
| 20 | Liguria | ~200K | 0.72× |
The strongest cross-interests of the Milk audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Baking powder | Food & Beverages | 3.78× | ||
| 02 | Dairy product | Food & Beverages | 3.34× | ||
| 03 | Butter | Food & Beverages | 2.97× | ||
| 04 | Bakery | Food & Beverages | 2.64× | ||
| 05 | Confectionery | Food & Beverages | 2.47× | ||
| 06 | Culinary art | Arts & Culture | 2.46× | ||
| 07 | Dough | Food & Beverages | 2.45× | ||
| 08 | Breakfast | Food & Beverages | 2.44× | ||
| 09 | Message in a Bottle (film) | Movies & TV | 2.35× | ||
| 10 | Pastry | Food & Beverages | 2.30× | ||
| 11 | Mediterranean cuisine | Food & Beverages | 2.25× | ||
| 12 | Flour | Food & Beverages | 2.15× | ||
| 13 | Fruit | Food & Beverages | 2.01× | ||
| 14 | SuperEnalotto | Games | 1.95× | ||
| 15 | Mammal | Pets & Animals | 1.82× | ||
| 16 | Tgcom24 | Movies & TV | 1.68× | ||
| 17 | Water | Food & Beverages | 1.62× | ||
| 18 | La Stampa | News | 1.58× | ||
| 19 | Animal | Pets & Animals | 1.55× | ||
| 20 | Child | Kids & Family | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.60× | |
| Indulgence | JOY | 1.42× | |
| Pet Ownership | JOY | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.76× | |
| Mindfulness | BALANCE | 0.88× | |
| Design Affinity | PREMIUM | 0.90× |
Milk has an estimated audience of 11,114,366 people in Italy, concentrated in Emilia-Romagna and Piedmont.
60.2% of Milk fans are female, 39.8% are male, with an average age of 44.7 years.
Milk fans show strongest brand affinity for Message in a Bottle (film) (2.35×), Pastry (2.3×), and Tgcom24 (1.68×) over the country average.
Milk fans in Italy are most concentrated in Emilia-Romagna (reach ~3M), Piedmont (reach ~2.5M), and Lombardy (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Milk itself, the audience over-indexes on Pastry (2.3×), Tgcom24 (1.68×), Confectionery (2.47×), and Dairy product (3.34×) 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 Milk. 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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