A data profile of the people who buy, follow and care about Energy drinks in South Africa — modelled from more than twelve digital signal sources. Energy drinks has an estimated audience of 1,133,242 people in South Africa.
Energy drinks has an estimated audience of 1,133,242 people in South Africa. 48.7% are female, 51.3% are male, average age 35.4. Top brand affinities: Red Bull, Cash Converters, German cuisine, Korean cuisine, Middle Eastern cuisine.
Top brand affinities include Red Bull, Cash Converters, German cuisine, with strongest over-indexing on Red Bull (3.18× the country average).
Demographically, the Energy drinks audience skews balanced with an average age of 35.4, and over-indexes on personality traits such as Social Media Usage, Patriotism.
The typical Energy drinks fan in South Africa is balanced, around 35.4 years old, with strong Social Media Usage tendencies and a notable affinity for Red Bull.
The key figures that characterise the Energy drinks profile in South Africa.
48.7% are female, 51.3% are male, average age 35.4.
| Metric | Value |
|---|---|
| Female | 48.7% |
| Male | 51.3% |
| Average age | 35.4 |
| Estimated audience size | 1,133,242 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 26% | |
| 20-29 | 29% | |
| 30-39 | 18% | |
| 40-49 | 11% | |
| 50+ | 17% |
of the worldwide Energy drinks audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 13.6% |
| Japan | 7.5% |
| China | 6.8% |
The strongest cross-interests of the Energy drinks audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Red Bull | Food & Beverages | 3.18× | ||
| 02 | Korean cuisine | Food & Beverages | 1.85× | ||
| 03 | Cash Converters | Business & Career | 1.76× | ||
| 04 | Ethiopian Airlines | Travel & Leisure | 1.73× | ||
| 05 | German cuisine | Food & Beverages | 1.71× | ||
| 06 | CAF Champions League | Sports | 1.70× | ||
| 07 | Middle Eastern cuisine | Food & Beverages | 1.69× | ||
| 08 | FA Cup | Sports | 1.68× | ||
| 09 | Spanish cuisine | Food & Beverages | 1.67× | ||
| 10 | Goalkeeper (association football) | Sports | 1.67× | ||
| 11 | SuperSport Football | Sports | 1.61× | ||
| 12 | Heineken | Food & Beverages | 1.60× | ||
| 13 | Pale lager | Food & Beverages | 1.59× | ||
| 14 | Vietnamese cuisine | Food & Beverages | 1.55× | ||
| 15 | Cassper Nyovest | Music & Radio | 1.55× | ||
| 16 | Viu (streaming media) | Movies & TV | 1.54× | ||
| 17 | Film score | Music & Radio | 1.53× | ||
| 18 | Volkswagen Golf | Cars & Mobility | 1.53× | ||
| 19 | Shenzhen | Travel & Leisure | 1.53× | ||
| 20 | Rent-to-own | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.97× | |
| Patriotism | CONSERVATISM | 0.80× | |
| Spirituality | BALANCE | 0.79× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Travelling | THRILL | 0.45× | |
| Healthy Lifestyle | BALANCE | 0.49× | |
| Spirituality | BALANCE | 0.79× |
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 Energy drinks. 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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