A data profile of the people who buy, follow and care about Handicraft in Portugal — modelled from more than twelve digital signal sources. Handicraft has an estimated audience of 3,696,348 people in Portugal.
The average Handicraft fan in Portugal is 46.3 years old, more female, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Setúbal District.
Top brand affinities include Primark, Knitting, Microwave oven, with strongest over-indexing on Primark (1.51× the country average).
Demographically, the Handicraft audience skews more female with an average age of 46.3, and over-indexes on personality traits such as Family Orientation, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 20 regions tracked by Rascasse.
The typical Handicraft fan in Portugal is more female, around 46.3 years old, with strong Family Orientation tendencies and a notable affinity for Primark.
The key figures that characterise the Handicraft profile in Portugal.
65.8% are female, 34.2% are male, average age 46.3.
| Metric | Value |
|---|---|
| Female | 65.8% |
| Male | 34.2% |
| Average age | 46.3 |
| Estimated audience size | 3,696,348 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 13% | |
| 30-39 | 18% | |
| 40-49 | 26% | |
| 50+ | 36% |
of the worldwide Handicraft audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 6.2% |
| Brazil | 5.4% |
Where the Handicraft audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Azores | ~100K | 1.23× | |
| 02 | Bragança District | ~50K | 1.09× | |
| 03 | Portalegre District | ~40K | 1.08× | |
| 04 | Guarda District | ~50K | 1.07× | |
| 05 | Beja District | ~60K | 1.05× | |
| 06 | Vila Real District | ~70K | 1.03× | |
| 07 | Évora District | ~70K | 1.02× | |
| 08 | Castelo Branco District | ~70K | 1.01× | |
| 09 | Faro District | ~200K | 0.99× | |
| 10 | Viana do Castelo District | ~90K | 0.99× | |
| 11 | Viseu District | ~100K | 0.98× | |
| 12 | Madeira | ~100K | 0.98× | |
| 13 | Coimbra District | ~200K | 0.95× | |
| 14 | Leiria District | ~200K | 0.94× | |
| 15 | Aveiro District | ~300K | 0.93× | |
| 16 | Braga District | ~300K | 0.92× | |
| 17 | Setúbal District | ~400K | 0.91× | |
| 18 | Lisbon District | ~1M | 0.90× | |
| 19 | Porto District | ~700K | 0.81× | |
| 20 | Santarém District | ~100K | 0.81× |
The strongest cross-interests of the Handicraft audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Christmas decoration | Home & Garden | 1.97× | ||
| 02 | Microwave oven | Home & Garden | 1.85× | ||
| 03 | Greenhouse | Home & Garden | 1.72× | ||
| 04 | Essential oil | Home & Garden | 1.67× | ||
| 05 | Handmade jewelry | Fashion & Accessoires | 1.66× | ||
| 06 | Zoo | Kids & Family | 1.62× | ||
| 07 | Art jewelry | Fashion & Accessoires | 1.58× | ||
| 08 | Waxing | Beauty & Wellness | 1.58× | ||
| 09 | Mascara | Beauty & Wellness | 1.56× | ||
| 10 | Hardware store | Home & Garden | 1.54× | ||
| 11 | Swarovski | Fashion & Accessoires | 1.54× | ||
| 12 | Flower bouquet | Home & Garden | 1.54× | ||
| 13 | Sweepstakes | Games | 1.54× | ||
| 14 | Non-alcoholic beverage | Food & Beverages | 1.54× | ||
| 15 | Rio Ave F.C. | Sports | 1.53× | ||
| 16 | Rayo Vallecano | Travel & Leisure | 1.53× | ||
| 17 | Knitting | Home & Garden | 1.52× | ||
| 18 | Costume jewelry | Fashion & Accessoires | 1.52× | ||
| 19 | Oysho | Fashion & Accessoires | 1.52× | ||
| 20 | Primark | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.42× | |
| Indulgence | JOY | 1.39× | |
| DIY Mentality | THRILL | 1.38× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.94× | |
| Spirituality | BALANCE | 0.98× | |
| Social Media Usage | JOY | 0.99× |
Handicraft has an estimated audience of 3,696,348 people in Portugal, concentrated in Lisbon District and Porto District.
65.8% of Handicraft fans are female, 34.2% are male, with an average age of 46.3 years.
Handicraft fans show strongest brand affinity for Primark (1.51×), Knitting (1.52×), and Microwave oven (1.85×) over the country average.
Handicraft fans in Portugal are most concentrated in Lisbon District (reach ~1M), Porto District (reach ~700K), and Setúbal District (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Handicraft itself, the audience over-indexes on Knitting (1.52×), Microwave oven (1.85×), Costume jewelry (1.52×), and Art jewelry (1.58×) compared to the Portugal average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Portugal who actively search for Handicraft. 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 Portugal. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.