A data profile of the people who buy, follow and care about Pastry in Italy — modelled from more than twelve digital signal sources. Pastry has an estimated audience of 15,979,780 people in Italy.
The average Pastry fan in Italy is 43.6 years old, more female, and lives primarily in Lazio.
The audience is concentrated in Lazio, Lombardy, Campania.
Top brand affinities include Confectionery, Cake, Flour, with strongest over-indexing on Confectionery (1.72× the country average).
Demographically, the Pastry audience skews more female with an average age of 43.6, and over-indexes on personality traits such as Creativity, Spirituality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Pastry fan in Italy is more female, around 43.6 years old, with strong Creativity tendencies and a notable affinity for Confectionery.
The key figures that characterise the Pastry profile in Italy.
64.5% are female, 35.5% are male, average age 43.6.
| Metric | Value |
|---|---|
| Female | 64.5% |
| Male | 35.5% |
| Average age | 43.6 |
| Estimated audience size | 15,979,780 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 15% | |
| 30-39 | 21% | |
| 40-49 | 23% | |
| 50+ | 30% |
of the worldwide Pastry audience comes from Italy.
| Country | Share |
|---|---|
| United States | 14.0% |
| Italy | 7.7% |
| Japan | 6.7% |
Where the Pastry audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lazio | ~4.5M | 2.27× | |
| 02 | Tuscany | ~2.5M | 2.14× | |
| 03 | Veneto | ~2M | 1.46× | |
| 04 | Sicilia | ~2M | 1.30× | |
| 05 | Campania | ~2.5M | 1.28× | |
| 06 | Trentino-Alto Adige/Südtirol | ~400K | 1.19× | |
| 07 | Liguria | ~500K | 1.16× | |
| 08 | Lombardy | ~3M | 1.08× | |
| 09 | Sardinia | ~500K | 1.07× | |
| 10 | Puglia | ~1M | 0.97× | |
| 11 | Aosta Valley | ~40K | 0.95× | |
| 12 | Molise | ~70K | 0.92× | |
| 13 | Friuli-Venezia Giulia | ~300K | 0.90× | |
| 14 | Emilia-Romagna | ~1M | 0.89× | |
| 15 | Basilicata | ~100K | 0.88× | |
| 16 | Umbria | ~200K | 0.85× | |
| 17 | Piedmont | ~900K | 0.75× | |
| 18 | Abruzzo | ~300K | 0.75× | |
| 19 | Calabria | ~400K | 0.74× | |
| 20 | Marche | ~300K | 0.72× |
The strongest cross-interests of the Pastry audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Shortening | Health | 2.25× | ||
| 02 | Chocolate cake | Food & Beverages | 2.11× | ||
| 03 | Cake decorating | Food & Beverages | 2.08× | ||
| 04 | Baking powder | Food & Beverages | 1.94× | ||
| 05 | Dough | Food & Beverages | 1.80× | ||
| 06 | Chocolate brownie | Food & Beverages | 1.76× | ||
| 07 | Sweetness | Food & Beverages | 1.73× | ||
| 08 | Bakery | Food & Beverages | 1.73× | ||
| 09 | Confectionery | Food & Beverages | 1.72× | ||
| 10 | Flour | Food & Beverages | 1.71× | ||
| 11 | Ciutat Vella | Travel & Leisure | 1.70× | ||
| 12 | Cake | Food & Beverages | 1.68× | ||
| 13 | Cheesecake | Food & Beverages | 1.68× | ||
| 14 | Bijou (jewellery) | Fashion & Accessoires | 1.62× | ||
| 15 | Birthday cake | Food & Beverages | 1.57× | ||
| 16 | Saffron | Food & Beverages | 1.55× | ||
| 17 | Cupcake | Food & Beverages | 1.54× | ||
| 18 | Pancake | Food & Beverages | 1.54× | ||
| 19 | Bomboniere | Home & Garden | 1.52× | ||
| 20 | Baking | Food & Beverages | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.06× | |
| Spirituality | BALANCE | 0.99× | |
| Price Sensitivity | PREMIUM | 0.97× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.68× | |
| Risk Appetite | THRILL | 0.72× | |
| Mindfulness | BALANCE | 0.74× |
Pastry has an estimated audience of 15,979,780 people in Italy, concentrated in Lazio and Lombardy.
64.5% of Pastry fans are female, 35.5% are male, with an average age of 43.6 years.
Pastry fans show strongest brand affinity for Confectionery (1.72×), Cake (1.68×), and Flour (1.71×) over the country average.
Pastry fans in Italy are most concentrated in Lazio (reach ~4.5M), Lombardy (reach ~3M), and Campania (reach ~2.5M). These three regions account for the largest share of the active audience.
Beyond Pastry itself, the audience over-indexes on Cake (1.68×), Flour (1.71×), Dough (1.8×), and Sweetness (1.73×) 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 Pastry. 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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