A data profile of the people who buy, follow and care about Local food in Malaysia — modelled from more than twelve digital signal sources. Local food has an estimated audience of 3,030,866 people in Malaysia.
The average Local food fan in Malaysia is 39.0 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Cooking show, Cookbook, Bawal, with strongest over-indexing on Cooking show (3.3× the country average).
Demographically, the Local food audience skews more female with an average age of 39.0, and over-indexes on personality traits such as Early Adopter Mentality, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Local food fan in Malaysia is more female, around 39.0 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Cooking show.
The key figures that characterise the Local food profile in Malaysia.
55.8% are female, 44.2% are male, average age 39.0.
| Metric | Value |
|---|---|
| Female | 55.8% |
| Male | 44.2% |
| Average age | 39.0 |
| Estimated audience size | 3,030,866 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 26% | |
| 30-39 | 24% | |
| 40-49 | 20% | |
| 50+ | 17% |
of the worldwide Local food audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 18.0% |
| Japan | 9.7% |
| Italy | 5.7% |
Where the Local food audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Penang | ~300K | 1.44× | |
| 02 | Kuala Lumpur | ~700K | 1.22× | |
| 03 | Johor | ~500K | 1.16× | |
| 04 | Sarawak | ~300K | 1.08× | |
| 05 | Labuan | ~30K | 1.08× | |
| 06 | Perlis | ~40K | 1.01× | |
| 07 | Sabah | ~300K | 0.99× | |
| 08 | Putrajaya | ~20K | 0.97× | |
| 09 | Perak | ~200K | 0.96× | |
| 10 | Malacca | ~100K | 0.96× | |
| 11 | Kedah | ~200K | 0.95× | |
| 12 | Kelantan | ~100K | 0.95× | |
| 13 | Terengganu | ~100K | 0.94× | |
| 14 | Negeri Sembilan | ~100K | 0.93× | |
| 15 | Pahang | ~100K | 0.92× | |
| 16 | Selangor | ~700K | 0.86× |
The strongest cross-interests of the Local food audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cooking show | Food & Beverages | 3.30× | ||
| 02 | Cookbook | Food & Beverages | 3.14× | ||
| 03 | Fast casual restaurants | Food & Beverages | 2.33× | ||
| 04 | Foodservice | Food & Beverages | 2.26× | ||
| 05 | Makeup Tutorials | Beauty & Wellness | 2.23× | ||
| 06 | Chocolate cake | Food & Beverages | 2.20× | ||
| 07 | Natural skin care | Beauty & Wellness | 2.18× | ||
| 08 | Kebaya | Fashion & Accessoires | 2.03× | ||
| 09 | Headscarf | Fashion & Accessoires | 1.96× | ||
| 10 | Organic product | Food & Beverages | 1.95× | ||
| 11 | Bawal | Fashion & Accessoires | 1.94× | ||
| 12 | Toddler | Kids & Family | 1.92× | ||
| 13 | Baju Kurung | Travel & Leisure | 1.84× | ||
| 14 | Shawl | Fashion & Accessoires | 1.82× | ||
| 15 | Gift shop | Home & Garden | 1.81× | ||
| 16 | Scarf | Fashion & Accessoires | 1.80× | ||
| 17 | Lazada | Fashion & Accessoires | 1.79× | ||
| 18 | Bridesmaid | Kids & Family | 1.78× | ||
| 19 | Tudong | Fashion & Accessoires | 1.77× | ||
| 20 | Healthy diet | Health | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 1.98× | |
| Patriotism | CONSERVATISM | 1.41× | |
| Healthy Lifestyle | BALANCE | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.27× | |
| Career Orientation | POWER | 0.46× | |
| Design Affinity | PREMIUM | 0.47× |
Local food has an estimated audience of 3,030,866 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
55.8% of Local food fans are female, 44.2% are male, with an average age of 39.0 years.
Local food fans show strongest brand affinity for Cooking show (3.3×), Cookbook (3.14×), and Bawal (1.94×) over the country average.
Local food fans in Malaysia are most concentrated in Selangor (reach ~700K), Kuala Lumpur (reach ~700K), and Johor (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Local food itself, the audience over-indexes on Cookbook (3.14×), Bawal (1.94×), Kebaya (2.03×), and Fast casual restaurants (2.33×) 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 Local 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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