A data profile of the people who buy, follow and care about Local food in South Africa — modelled from more than twelve digital signal sources. Local food has an estimated audience of 1,396,198 people in South Africa.
Local food has an estimated audience of 1,396,198 people in South Africa. 62.0% are female, 38.0% are male, average age 38.2. Top brand affinities: Autotrader, TikTok, Online food ordering, Mr. Price, FNB.
Top brand affinities include Autotrader, TikTok, Online food ordering, with strongest over-indexing on Autotrader (1.85× the country average).
Demographically, the Local food audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Healthy Lifestyle, Patriotism.
The typical Local food fan in South Africa is more female, around 38.2 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Autotrader.
The key figures that characterise the Local food profile in South Africa.
62.0% are female, 38.0% are male, average age 38.2.
| Metric | Value |
|---|---|
| Female | 62.0% |
| Male | 38.0% |
| Average age | 38.2 |
| Estimated audience size | 1,396,198 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 20% | |
| 20-29 | 25% | |
| 30-39 | 20% | |
| 40-49 | 13% | |
| 50+ | 22% |
of the worldwide Local food audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 18.0% |
| Japan | 9.7% |
| Italy | 5.7% |
The strongest cross-interests of the Local food audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Delivery order | Food & Beverages | 5.01× | ||
| 02 | Home Delivery | Food & Beverages | 4.74× | ||
| 03 | Online food ordering | Food & Beverages | 4.56× | ||
| 04 | Saving | Business & Career | 4.10× | ||
| 05 | Purchase discount | Shopping | 3.78× | ||
| 06 | Fast casual restaurants | Food & Beverages | 3.55× | ||
| 07 | Home business | Business & Career | 3.15× | ||
| 08 | Starter home | Home & Garden | 2.98× | ||
| 09 | Property finder | Home & Garden | 2.84× | ||
| 10 | Expensive Taste | Business & Career | 2.77× | ||
| 11 | Steve Madden | Fashion & Accessoires | 2.71× | ||
| 12 | Fast food restaurants | Food & Beverages | 2.48× | ||
| 13 | Mr. Price | Fashion & Accessoires | 2.11× | ||
| 14 | Nike | Fashion & Accessoires | 2.04× | ||
| 15 | Ackermans | Shopping | 1.97× | ||
| 16 | Autotrader | Cars & Mobility | 1.85× | ||
| 17 | Mr Price / MRP | Brand | 1.82× | ||
| 18 | TikTok | Internet & Social Media | 1.77× | ||
| 19 | FNB | Business & Career | 1.75× | ||
| 20 | FIFA World Cup | Sports | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Healthy Lifestyle | BALANCE | 2.49× | |
| Patriotism | CONSERVATISM | 2.03× | |
| Spirituality | BALANCE | 2.00× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.73× | |
| Spirituality | BALANCE | 2.00× | |
| Travelling | THRILL | 2.00× |
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 Local food. 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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