Rascasse Audience Intelligence

Fruit Audience in South Africa

A data profile of the people who buy, follow and care about Fruit in South Africa — modelled from more than twelve digital signal sources. Fruit has an estimated audience of 1,696,837 people in South Africa.

#260among Topic in South Africa
#32in Food & Beverages

Fruit has an estimated audience of 1,696,837 people in South Africa. 63.3% are female, 36.7% are male, average age 38.0. Top brand affinities: Organic farming, Online food ordering, Smoked meat, Low-carbohydrate diet, Diet food.

Top brand affinities include Organic farming, Online food ordering, Smoked meat, with strongest over-indexing on Organic farming (1.53× the country average).

Demographically, the Fruit audience skews more female with an average age of 38.0, and over-indexes on personality traits such as Indulgence, Convenience Orientation.

The typical Fruit fan in South Africa is more female, around 38.0 years old, with strong Indulgence tendencies and a notable affinity for Organic farming.

Category: Food & Beverages · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-18.

Section 01

At a glance

The key figures that characterise the Fruit profile in South Africa.

Audience size
1.7M
in South Africa
Gender
63.3%♀
36.7% male
Age
38.0
average years
Country rank
#389
Topic in South Africa
Fig. 01

Search interest · 12-month trend

+0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Fruit fans

63.3% are female, 36.7% are male, average age 38.0.

Fig. 02

Gender split

63.3%
Female
36.7%
Male
Demographic split for Fruit audience in South Africa
MetricValue
Female63.3%
Male36.7%
Average age38.0
Estimated audience size1,696,837
Fig. 03

Age distribution

Ø 38.0
average years
Age distribution of the Fruit audience in South Africa
Age bracketShare%
16-1922%
20-2924%
30-3918%
40-4914%
50+22%
Fig. 04

Worldwide distribution

0.5%

of the worldwide Fruit audience comes from South Africa.

Worldwide audience distribution share by country for Fruit
CountryShare
United States19.5%
Japan5.8%
United Kingdom4.5%
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Fruit audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fruit audience
#·InterestCategoryAffinity×
01Social shoppingShopping1.74×
02Medicinal plantsHealth1.72×
03Christmas decorationHome & Garden1.68×
04Malt whiskyFood & Beverages1.65×
05Gwyneth PaltrowMovies & TV1.64×
06Smoked meatFood & Beverages1.61×
07NutellaFood & Beverages1.61×
08Charlotte TilburyBeauty & Wellness1.60×
09Diet foodFood & Beverages1.57×
10Low-carbohydrate dietFood & Beverages1.55×
11Frozen foodFood & Beverages1.55×
12Antique shopHome & Garden1.54×
13Organic farmingFood & Beverages1.53×
14ProseccoFood & Beverages1.53×
15Gluten-free dietFood & Beverages1.52×
16Modest FashionFashion & Accessoires1.52×
17ChardonnayFood & Beverages1.52×
18Zero wasteHome & Garden1.51×
19Online food orderingFood & Beverages1.50×
20Urban agricultureBusiness & Career1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fruit audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Fruit audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.36×
Convenience OrientationPREMIUM1.27×
Pet OwnershipJOY1.26×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fruit audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.67×
Risk AppetiteTHRILL0.77×
Social Media UsageJOY0.85×
0×1.00× baseline2×
Appendix

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Related profiles, rankings and the same audience in other markets.

More Food & Beverages audiences in South Africa

See Fruit audiences in other countries

How to read this data

Audience size is the estimated number of people in South Africa who actively search for Fruit. 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.

About this audience profile

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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