A data profile of the people who buy, follow and care about Yoga in Italy — modelled from more than twelve digital signal sources. Yoga has an estimated audience of 9,300,637 people in Italy.
The average Yoga fan in Italy is 44.3 years old, more female, and lives primarily in Lombardy.
The audience is concentrated in Lombardy, Lazio, Emilia-Romagna.
Top brand affinities include Meditation, Hatha yoga, Housekeeping, with strongest over-indexing on Meditation (1.53× the country average).
Demographically, the Yoga audience skews more female with an average age of 44.3, and over-indexes on personality traits such as Mindfulness, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Yoga fan in Italy is more female, around 44.3 years old, with strong Mindfulness tendencies and a notable affinity for Meditation.
The key figures that characterise the Yoga profile in Italy.
62.2% are female, 37.8% are male, average age 44.3.
| Metric | Value |
|---|---|
| Female | 62.2% |
| Male | 37.8% |
| Average age | 44.3 |
| Estimated audience size | 9,300,637 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 14% | |
| 30-39 | 21% | |
| 40-49 | 25% | |
| 50+ | 31% |
of the worldwide Yoga audience comes from Italy.
| Country | Share |
|---|---|
| United States | 18.0% |
| Japan | 5.2% |
| India | 4.6% |
Where the Yoga audience in Italy is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Lombardy | ~2.5M | 1.43× | |
| 02 | Lazio | ~1.5M | 1.40× | |
| 03 | Piedmont | ~900K | 1.32× | |
| 04 | Emilia-Romagna | ~1M | 1.26× | |
| 05 | Veneto | ~900K | 1.22× | |
| 06 | Tuscany | ~700K | 1.20× | |
| 07 | Trentino-Alto Adige/Südtirol | ~200K | 1.20× | |
| 08 | Friuli-Venezia Giulia | ~200K | 1.10× | |
| 09 | Liguria | ~300K | 1.02× | |
| 10 | Puglia | ~600K | 0.98× | |
| 11 | Marche | ~200K | 0.94× | |
| 12 | Sicilia | ~700K | 0.92× | |
| 13 | Sardinia | ~200K | 0.89× | |
| 14 | Abruzzo | ~200K | 0.89× | |
| 15 | Umbria | ~100K | 0.88× | |
| 16 | Aosta Valley | ~20K | 0.83× | |
| 17 | Campania | ~900K | 0.82× | |
| 18 | Calabria | ~200K | 0.79× | |
| 19 | Basilicata | ~60K | 0.74× | |
| 20 | Molise | ~30K | 0.74× |
The strongest cross-interests of the Yoga audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Numerology | Health | 2.10× | ||
| 02 | Shiatsu | Health | 1.88× | ||
| 03 | Hyaluronan | Beauty & Wellness | 1.86× | ||
| 04 | Collagen | Beauty & Wellness | 1.83× | ||
| 05 | Homeopathy | Health | 1.82× | ||
| 06 | Traditional Chinese medicine | Business & Career | 1.78× | ||
| 07 | Bikram Yoga | Health | 1.75× | ||
| 08 | Naturopathy | Health | 1.74× | ||
| 09 | Yin yoga | Sports | 1.71× | ||
| 10 | Caregiver | Health | 1.69× | ||
| 11 | Pilates | Sports | 1.62× | ||
| 12 | Holism | Politics & Society | 1.60× | ||
| 13 | Hatha yoga | Health | 1.59× | ||
| 14 | Kundalini yoga | Health | 1.58× | ||
| 15 | Old age | Politics & Society | 1.57× | ||
| 16 | Meditation | Health | 1.53× | ||
| 17 | Abdomen | Health | 1.53× | ||
| 18 | Housekeeping | Travel & Leisure | 1.51× | ||
| 19 | Allergy | Health | 1.51× | ||
| 20 | Nordic walking | Sports | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 1.17× | |
| Design Affinity | PREMIUM | 1.08× | |
| Creativity | OPEN | 1.07× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.79× | |
| Convenience Orientation | PREMIUM | 0.81× | |
| Need for Security | CONSERVATISM | 0.83× |
Yoga has an estimated audience of 9,300,637 people in Italy, concentrated in Lombardy and Lazio.
62.2% of Yoga fans are female, 37.8% are male, with an average age of 44.3 years.
Yoga fans show strongest brand affinity for Meditation (1.53×), Hatha yoga (1.59×), and Housekeeping (1.51×) over the country average.
Yoga fans in Italy are most concentrated in Lombardy (reach ~2.5M), Lazio (reach ~1.5M), and Emilia-Romagna (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Yoga itself, the audience over-indexes on Hatha yoga (1.59×), Housekeeping (1.51×), Naturopathy (1.74×), and Pilates (1.62×) 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 Yoga. 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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