A data profile of the people who buy, follow and care about Sugar in Malaysia — modelled from more than twelve digital signal sources. Sugar has an estimated audience of 3,087,102 people in Malaysia.
The average Sugar fan in Malaysia is 41.6 years old, more female, and lives primarily in Selangor.
The audience is concentrated in Selangor, Kuala Lumpur, Johor.
Top brand affinities include Blood vessel, Politics, Rice, with strongest over-indexing on Blood vessel (2.85× the country average).
Demographically, the Sugar audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Healthy Lifestyle, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Sugar fan in Malaysia is more female, around 41.6 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Blood vessel.
The key figures that characterise the Sugar profile in Malaysia.
58.0% are female, 42.0% are male, average age 41.6.
| Metric | Value |
|---|---|
| Female | 58.0% |
| Male | 42.0% |
| Average age | 41.6 |
| Estimated audience size | 3,087,102 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 21% | |
| 30-39 | 22% | |
| 40-49 | 23% | |
| 50+ | 23% |
of the worldwide Sugar audience comes from Malaysia.
| Country | Share |
|---|---|
| United States | 26.5% |
| United Kingdom | 5.2% |
| Italy | 4.4% |
Where the Sugar audience in Malaysia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Selangor | ~1.5M | 1.50× | |
| 02 | Kuala Lumpur | ~800K | 1.45× | |
| 03 | Penang | ~300K | 1.37× | |
| 04 | Johor | ~500K | 1.32× | |
| 05 | Perak | ~300K | 1.24× | |
| 06 | Sarawak | ~300K | 1.16× | |
| 07 | Negeri Sembilan | ~200K | 1.02× | |
| 08 | Sabah | ~300K | 1.01× | |
| 09 | Malacca | ~100K | 0.97× | |
| 10 | Kedah | ~200K | 0.96× | |
| 11 | Pahang | ~100K | 0.93× | |
| 12 | Labuan | ~20K | 0.92× | |
| 13 | Perlis | ~40K | 0.88× | |
| 14 | Terengganu | ~100K | 0.86× | |
| 15 | Putrajaya | ~10K | 0.85× | |
| 16 | Kelantan | ~100K | 0.83× |
The strongest cross-interests of the Sugar audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | White wine | Food & Beverages | 2.96× | ||
| 02 | Blood vessel | Health | 2.85× | ||
| 03 | Uric acid | Health | 2.82× | ||
| 04 | Rum | Food & Beverages | 2.74× | ||
| 05 | Air fryer | Food & Beverages | 2.72× | ||
| 06 | Red wine | Food & Beverages | 2.42× | ||
| 07 | TVBS | Movies & TV | 2.32× | ||
| 08 | Instant noodle | Food & Beverages | 2.20× | ||
| 09 | Spanish cuisine | Food & Beverages | 1.99× | ||
| 10 | Greek cuisine | Food & Beverages | 1.84× | ||
| 11 | HVAC | Home & Garden | 1.82× | ||
| 12 | Netherlands | Travel & Leisure | 1.76× | ||
| 13 | German cuisine | Food & Beverages | 1.71× | ||
| 14 | Social science | Business & Career | 1.64× | ||
| 15 | United Nations | Politics & Society | 1.56× | ||
| 16 | Birthday cake | Food & Beverages | 1.54× | ||
| 17 | Rice | Food & Beverages | 1.53× | ||
| 18 | Politics | Politics & Society | 1.52× | ||
| 19 | Google Drive | Technology & Electronics | 1.51× | ||
| 20 | Sociology | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 1.40× | |
| Convenience Orientation | PREMIUM | 1.14× | |
| Community Orientation | OPEN | 1.11× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.88× | |
| Social Media Usage | JOY | 0.91× | |
| Risk Appetite | THRILL | 0.97× |
Sugar has an estimated audience of 3,087,102 people in Malaysia, concentrated in Selangor and Kuala Lumpur.
58.0% of Sugar fans are female, 42.0% are male, with an average age of 41.6 years.
Sugar fans show strongest brand affinity for Blood vessel (2.85×), Politics (1.52×), and Rice (1.53×) over the country average.
Sugar fans in Malaysia are most concentrated in Selangor (reach ~1.5M), Kuala Lumpur (reach ~800K), and Johor (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Sugar itself, the audience over-indexes on Politics (1.52×), Rice (1.53×), Google Drive (1.51×), and Uric acid (2.82×) 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 Sugar. 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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