A data profile of the people who buy, follow and care about Chef in South Africa — modelled from more than twelve digital signal sources. Chef has an estimated audience of 982,592 people in South Africa.
Chef has an estimated audience of 982,592 people in South Africa. 69.2% are female, 30.8% are male, average age 37.1. Top brand affinities: Microwave oven, Street food, Mineral water, Smoked meat, Prosecco.
Top brand affinities include Microwave oven, Street food, Mineral water, with strongest over-indexing on Microwave oven (1.58× the country average).
Demographically, the Chef audience skews more female with an average age of 37.1, and over-indexes on personality traits such as Indulgence, Quality Awareness.
The typical Chef fan in South Africa is more female, around 37.1 years old, with strong Indulgence tendencies and a notable affinity for Microwave oven.
The key figures that characterise the Chef profile in South Africa.
69.2% are female, 30.8% are male, average age 37.1.
| Metric | Value |
|---|---|
| Female | 69.2% |
| Male | 30.8% |
| Average age | 37.1 |
| Estimated audience size | 982,592 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 26% | |
| 30-39 | 17% | |
| 40-49 | 13% | |
| 50+ | 20% |
of the worldwide Chef audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 21.9% |
| Italy | 9.2% |
| United Kingdom | 4.4% |
The strongest cross-interests of the Chef audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | George Clooney | Movies & TV | 2.54× | ||
| 02 | Jamie Oliver | Food & Beverages | 2.16× | ||
| 03 | Malt whisky | Food & Beverages | 2.03× | ||
| 04 | Tory Burch | Fashion & Accessoires | 1.92× | ||
| 05 | Smoked meat | Food & Beverages | 1.91× | ||
| 06 | Prosecco | Food & Beverages | 1.85× | ||
| 07 | Frozen food | Food & Beverages | 1.71× | ||
| 08 | Street food | Food & Beverages | 1.70× | ||
| 09 | Mineral water | Food & Beverages | 1.62× | ||
| 10 | Birkenstock | Fashion & Accessoires | 1.61× | ||
| 11 | Microwave oven | Home & Garden | 1.58× | ||
| 12 | Low-carbohydrate diet | Food & Beverages | 1.58× | ||
| 13 | Sugar substitute | Food & Beverages | 1.57× | ||
| 14 | Hostel | Travel & Leisure | 1.55× | ||
| 15 | Gluten-free diet | Food & Beverages | 1.55× | ||
| 16 | Late-night talk show | Movies & TV | 1.54× | ||
| 17 | Baking powder | Food & Beverages | 1.52× | ||
| 18 | Convenience food | Food & Beverages | 1.52× | ||
| 19 | Urban agriculture | Business & Career | 1.52× | ||
| 20 | CC cream | Beauty & Wellness | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.73× | |
| Quality Awareness | PREMIUM | 1.34× | |
| Convenience Orientation | PREMIUM | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.69× | |
| Risk Appetite | THRILL | 0.77× | |
| Social Media Usage | JOY | 0.87× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in South Africa who actively search for Chef. 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 South Africa. 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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