A data profile of the people who buy, follow and care about Fried chicken in Malaysia — modelled from more than twelve digital signal sources. Fried chicken has an estimated audience of 3,010,308 people in Malaysia.
The average Fried chicken fan in Malaysia is 38.8 years old, balanced, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include St. Jude Children's Research Hospital, Mobile payment, Fried chicken restaurant, with strongest over-indexing on St. Jude Children's Research Hospital (2.3× the country average).
Demographically, the Fried chicken audience skews balanced with an average age of 38.8, and over-indexes on personality traits such as Sustainability, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Fried chicken fan in Malaysia is balanced, around 38.8 years old, with strong Sustainability tendencies and a notable affinity for St. Jude Children's Research Hospital.
The key figures that characterise the Fried chicken profile in Malaysia.
51.3% are female, 48.7% are male, average age 38.8.
| Metric | Value |
|---|---|
| Female | 51.3% |
| Male | 48.7% |
| Average age | 38.8 |
| Estimated audience size | 3,010,308 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 26% | |
| 30-39 | 23% | |
| 40-49 | 20% | |
| 50+ | 16% |
of the worldwide Fried chicken audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 17.0% |
| Japan | 5.6% |
| Malaysia | 4.4% |
Where the Fried chicken audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Selangor | ~1.5M | 1.62× | |
| 02 | Penang | ~300K | 1.44× | |
| 03 | Kuala Lumpur | ~700K | 1.38× | |
| 04 | Sabah | ~300K | 1.10× | |
| 05 | Kelantan | ~200K | 1.09× | |
| 06 | Johor | ~400K | 1.08× | |
| 07 | Sarawak | ~300K | 1.07× | |
| 08 | Perak | ~300K | 1.06× | |
| 09 | Terengganu | ~100K | 0.96× | |
| 10 | Pahang | ~100K | 0.94× | |
| 11 | Negeri Sembilan | ~100K | 0.93× | |
| 12 | Kedah | ~200K | 0.91× | |
| 13 | Labuan | ~20K | 0.90× | |
| 14 | Malacca | ~100K | 0.89× | |
| 15 | Perlis | ~40K | 0.85× | |
| 16 | Putrajaya | ~10K | 0.84× |
The strongest cross-interests of the Fried chicken audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Google Calendar | Internet & Social Media | 2.49× | ||
| 02 | St. Jude Children's Research Hospital | Health | 2.30× | ||
| 03 | Carnation | Music & Radio | 2.16× | ||
| 04 | Fried chicken restaurant | Food & Beverages | 2.12× | ||
| 05 | Dance costume | Fashion & Accessoires | 2.07× | ||
| 06 | Black Panther (film) | Movies & TV | 2.04× | ||
| 07 | Information appliance | Technology & Electronics | 2.00× | ||
| 08 | Mix FM (Malaysia) | Music & Radio | 1.93× | ||
| 09 | Taco Bell | Food & Beverages | 1.83× | ||
| 10 | Avengers (band) | Music & Radio | 1.82× | ||
| 11 | Mobile payment | Business & Career | 1.72× | ||
| 12 | Dunkin' Donuts | Food & Beverages | 1.66× | ||
| 13 | Portfolio (finance) | Business & Career | 1.64× | ||
| 14 | Cows | Music & Radio | 1.64× | ||
| 15 | Tom Holland | Movies & TV | 1.64× | ||
| 16 | Cheeseburger | Food & Beverages | 1.63× | ||
| 17 | Planned maintenance | Business & Career | 1.59× | ||
| 18 | Sesame | Food & Beverages | 1.56× | ||
| 19 | Full contact karate | Sports | 1.55× | ||
| 20 | Capital market | Business & Career | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.45× | |
| Price Sensitivity | PREMIUM | 1.10× | |
| Need for Security | CONSERVATISM | 1.07× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 0.83× | |
| Travelling | THRILL | 0.89× | |
| Individualism | JOY | 0.90× |
Fried chicken has an estimated audience of 3,010,308 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
51.3% of Fried chicken fans are female, 48.7% are male, with an average age of 38.8 years.
Fried chicken fans show strongest brand affinity for St. Jude Children's Research Hospital (2.3×), Mobile payment (1.72×), and Fried chicken restaurant (2.12×) over the country average.
Fried chicken fans in Malaysia are most concentrated in Selangor (reach ~1.5M), Kuala Lumpur (reach ~700K), and Johor (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Fried chicken itself, the audience over-indexes on Mobile payment (1.72×), Fried chicken restaurant (2.12×), Planned maintenance (1.59×), and Google Calendar (2.49×) 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 Fried chicken. 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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