A data profile of the people who buy, follow and care about Pasta in Italy — modelled from more than twelve digital signal sources. Pasta has an estimated audience of 13,237,858 people in Italy.
The average Pasta fan in Italy is 44.1 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Sicilia.
Top brand affinities include Fleet management, Antonino Cannavacciuolo, KitchenAid, with strongest over-indexing on Fleet management (1.55× the country average).
Demographically, the Pasta audience skews more female with an average age of 44.1, and over-indexes on personality traits such as Need for Security, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 15 brand affinities and 20 regions tracked by Rascasse.
The typical Pasta fan in Italy is more female, around 44.1 years old, with strong Need for Security tendencies and a notable affinity for Fleet management.
The key figures that characterise the Pasta profile in Italy.
61.0% are female, 39.0% are male, average age 44.1.
| Metric | Value |
|---|---|
| Female | 61.0% |
| Male | 39.0% |
| Average age | 44.1 |
| Estimated audience size | 13,237,858 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 33% |
of the worldwide Pasta audience comes from Italy.
| Country | Share |
|---|---|
| United States | 20.1% |
| Italy | 11.7% |
| Japan | 5.4% |
Where the Pasta audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lazio | ~2.5M | 1.57× | |
| 02 | Sicilia | ~2M | 1.57× | |
| 03 | Tuscany | ~1.5M | 1.47× | |
| 04 | Lombardy | ~3M | 1.28× | |
| 05 | Veneto | ~1.5M | 1.23× | |
| 06 | Puglia | ~1M | 1.23× | |
| 07 | Liguria | ~400K | 1.20× | |
| 08 | Campania | ~1.5M | 1.06× | |
| 09 | Trentino-Alto Adige/Südtirol | ~300K | 1.04× | |
| 10 | Piedmont | ~1M | 0.98× | |
| 11 | Sardinia | ~400K | 0.97× | |
| 12 | Emilia-Romagna | ~1M | 0.91× | |
| 13 | Friuli-Venezia Giulia | ~200K | 0.83× | |
| 14 | Calabria | ~300K | 0.77× | |
| 15 | Aosta Valley | ~30K | 0.75× | |
| 16 | Basilicata | ~90K | 0.74× | |
| 17 | Abruzzo | ~200K | 0.68× | |
| 18 | Marche | ~200K | 0.66× | |
| 19 | Umbria | ~100K | 0.65× | |
| 20 | Molise | ~30K | 0.55× |
The strongest cross-interests of the Pasta audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Delivery Hero | Food & Beverages | 2.28× | ||
| 02 | Green-Works | Home & Garden | 2.00× | ||
| 03 | Tesa | Kids & Family | 1.83× | ||
| 04 | Lucas di Grassi | Sports | 1.82× | ||
| 05 | Neato Robotics | Technology & Electronics | 1.74× | ||
| 06 | NoSalty | News | 1.68× | ||
| 07 | Baked potato | Food & Beverages | 1.60× | ||
| 08 | KitchenAid | Home & Garden | 1.58× | ||
| 09 | Fresca | Food & Beverages | 1.57× | ||
| 10 | Forest Rescue | Home & Garden | 1.57× | ||
| 11 | Cryogenics | Business & Career | 1.56× | ||
| 12 | Fleet management | Cars & Mobility | 1.55× | ||
| 13 | Antonino Cannavacciuolo | Food & Beverages | 1.54× | ||
| 14 | Divella | Food & Beverages | 1.51× | ||
| 15 | Hästens | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.86× | |
| Creativity | OPEN | 0.84× | |
| DIY Mentality | THRILL | 0.84× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.56× | |
| Individualism | JOY | 0.62× | |
| Community Orientation | OPEN | 0.63× |
Pasta has an estimated audience of 13,237,858 people in Italy, concentrated in Lombardy and Lazio.
61.0% of Pasta fans are female, 39.0% are male, with an average age of 44.1 years.
Pasta fans show strongest brand affinity for Fleet management (1.55×), Antonino Cannavacciuolo (1.54×), and KitchenAid (1.58×) over the country average.
Pasta fans in Italy are most concentrated in Lombardy (reach ~3M), Lazio (reach ~2.5M), and Sicilia (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Pasta itself, the audience over-indexes on Antonino Cannavacciuolo (1.54×), KitchenAid (1.58×), Fresca (1.57×), and Delivery Hero (2.28×) 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 Pasta. 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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