A data profile of the people who buy, follow and care about Food in Malaysia — modelled from more than twelve digital signal sources. Food has an estimated audience of 8,083,077 people in Malaysia.
The average Food fan in Malaysia is 38.4 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Monarchy, Time (magazine), Flea market, with strongest over-indexing on Monarchy (1.58× the country average).
Demographically, the Food audience skews balanced with an average age of 38.4, and over-indexes on personality traits such as Healthy Lifestyle, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Food fan in Malaysia is balanced, around 38.4 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Monarchy.
The key figures that characterise the Food profile in Malaysia.
50.7% are female, 49.3% are male, average age 38.4.
| Metric | Value |
|---|---|
| Female | 50.7% |
| Male | 49.3% |
| Average age | 38.4 |
| Estimated audience size | 8,083,077 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 25% | |
| 30-39 | 21% | |
| 40-49 | 19% | |
| 50+ | 17% |
of the worldwide Food audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 20.2% |
| Japan | 7.5% |
| India | 4.9% |
Where the Food audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Penang | ~1M | 2.46× | |
| 02 | Johor | ~2M | 1.72× | |
| 03 | Kuala Lumpur | ~2.5M | 1.65× | |
| 04 | Selangor | ~3.5M | 1.56× | |
| 05 | Malacca | ~300K | 1.13× | |
| 06 | Sarawak | ~700K | 0.99× | |
| 07 | Perak | ~600K | 0.98× | |
| 08 | Pahang | ~400K | 0.94× | |
| 09 | Kedah | ~400K | 0.79× | |
| 10 | Negeri Sembilan | ~300K | 0.79× | |
| 11 | Sabah | ~600K | 0.76× | |
| 12 | Putrajaya | ~30K | 0.68× | |
| 13 | Labuan | ~40K | 0.63× | |
| 14 | Perlis | ~70K | 0.60× | |
| 15 | Terengganu | ~200K | 0.53× | |
| 16 | Kelantan | ~200K | 0.46× |
The strongest cross-interests of the Food audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Victory Motorcycles | Cars & Mobility | 2.67× | ||
| 02 | Gay Times Magazine | Internet & Social Media | 2.16× | ||
| 03 | The L Word | Movies & TV | 1.95× | ||
| 04 | NordicTrack | Sports | 1.90× | ||
| 05 | Grameenphone | Technology & Electronics | 1.87× | ||
| 06 | Jose Cuervo | Food & Beverages | 1.75× | ||
| 07 | Better Call Saul | Movies & TV | 1.66× | ||
| 08 | Frederick Lau | Movies & TV | 1.66× | ||
| 09 | 4 Blocks | Movies & TV | 1.66× | ||
| 10 | Rainer Bock | Movies & TV | 1.66× | ||
| 11 | Monarchy | Politics & Society | 1.58× | ||
| 12 | Thomas Azier | Music & Radio | 1.58× | ||
| 13 | Extra Space Storage | Home & Garden | 1.55× | ||
| 14 | Time (magazine) | News | 1.54× | ||
| 15 | Flea market | Home & Garden | 1.54× | ||
| 16 | Academy Award for Best Director | Movies & TV | 1.54× | ||
| 17 | Homeschooling | Politics & Society | 1.53× | ||
| 18 | Easy (store) | Home & Garden | 1.52× | ||
| 19 | Recetas de postres | Food & Beverages | 1.51× | ||
| 20 | Cake Decorating Solutions | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.00× | |
| Individualism | JOY | 1.00× | |
| Price Sensitivity | PREMIUM | 0.97× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.58× | |
| Family Orientation | CONSERVATISM | 0.80× | |
| Social Media Usage | JOY | 0.84× |
Food has an estimated audience of 8,083,077 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
50.7% of Food fans are female, 49.3% are male, with an average age of 38.4 years.
Food fans show strongest brand affinity for Monarchy (1.58×), Time (magazine) (1.54×), and Flea market (1.54×) over the country average.
Food fans in Malaysia are most concentrated in Selangor (reach ~3.5M), Kuala Lumpur (reach ~2.5M), and Johor (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Food itself, the audience over-indexes on Time (magazine) (1.54×), Flea market (1.54×), Homeschooling (1.53×), and Better Call Saul (1.66×) compared to the Malaysia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Malaysia who actively search for 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 Malaysia. 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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