A data profile of the people who buy, follow and care about Wood in Portugal — modelled from more than twelve digital signal sources. Wood has an estimated audience of 1,911,584 people in Portugal.
The average Wood fan in Portugal is 46.5 years old, balanced, and lives primarily in Porto District.
The audience is concentrated in Porto District, Lisbon District, Setúbal District.
Top brand affinities include HVAC, Postmodernism, Mineral water, with strongest over-indexing on HVAC (1.53× the country average).
Demographically, the Wood audience skews balanced with an average age of 46.5, and over-indexes on personality traits such as Indulgence, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 11 brand affinities and 20 regions tracked by Rascasse.
The typical Wood fan in Portugal is balanced, around 46.5 years old, with strong Indulgence tendencies and a notable affinity for HVAC.
The key figures that characterise the Wood profile in Portugal.
54.5% are female, 45.5% are male, average age 46.5.
| Metric | Value |
|---|---|
| Female | 54.5% |
| Male | 45.5% |
| Average age | 46.5 |
| Estimated audience size | 1,911,584 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 12% | |
| 30-39 | 19% | |
| 40-49 | 28% | |
| 50+ | 35% |
of the worldwide Wood audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 21.7% |
| Italy | 6.2% |
| United Kingdom | 4.8% |
Where the Wood audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Porto District | ~1M | 2.50× | |
| 02 | Santarém District | ~200K | 2.50× | |
| 03 | Lisbon District | ~800K | 1.40× | |
| 04 | Setúbal District | ~300K | 1.27× | |
| 05 | Braga District | ~200K | 1.10× | |
| 06 | Aveiro District | ~200K | 1.10× | |
| 07 | Madeira | ~60K | 1.06× | |
| 08 | Faro District | ~100K | 1.04× | |
| 09 | Coimbra District | ~100K | 1.03× | |
| 10 | Leiria District | ~100K | 1.02× | |
| 11 | Castelo Branco District | ~40K | 0.97× | |
| 12 | Viseu District | ~60K | 0.95× | |
| 13 | Viana do Castelo District | ~50K | 0.95× | |
| 14 | Évora District | ~30K | 0.95× | |
| 15 | Bragança District | ~20K | 0.95× | |
| 16 | Portalegre District | ~20K | 0.95× | |
| 17 | Beja District | ~30K | 0.94× | |
| 18 | Guarda District | ~20K | 0.94× | |
| 19 | Vila Real District | ~30K | 0.93× | |
| 20 | Azores | ~50K | 0.92× |
The strongest cross-interests of the Wood audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pergola | Home & Garden | 1.56× | ||
| 02 | Mineral water | Food & Beverages | 1.55× | ||
| 03 | Bungalow | Home & Garden | 1.55× | ||
| 04 | Norte Shopping | Shopping | 1.54× | ||
| 05 | HVAC | Home & Garden | 1.53× | ||
| 06 | Kartell | Home & Garden | 1.53× | ||
| 07 | Postmodernism | Arts & Culture | 1.52× | ||
| 08 | Crocs | Fashion & Accessoires | 1.52× | ||
| 09 | Teka | Home & Garden | 1.51× | ||
| 10 | Luc Besson | Movies & TV | 1.50× | ||
| 11 | Reverse mortgage | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.26× | |
| Community Orientation | OPEN | 1.21× | |
| Tradition | CONSERVATISM | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.84× | |
| Career Orientation | POWER | 0.93× | |
| Spirituality | BALANCE | 0.94× |
Wood has an estimated audience of 1,911,584 people in Portugal, concentrated in Porto District and Lisbon District.
54.5% of Wood fans are female, 45.5% are male, with an average age of 46.5 years.
Wood fans show strongest brand affinity for HVAC (1.53×), Postmodernism (1.52×), and Mineral water (1.55×) over the country average.
Wood fans in Portugal are most concentrated in Porto District (reach ~1M), Lisbon District (reach ~800K), and Setúbal District (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Wood itself, the audience over-indexes on Postmodernism (1.52×), Mineral water (1.55×), Pergola (1.56×), and Bungalow (1.55×) 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 Wood. 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.