A data profile of the people who buy, follow and care about Sugar in South Africa — modelled from more than twelve digital signal sources. Sugar has an estimated audience of 1,077,463 people in South Africa.
Sugar has an estimated audience of 1,077,463 people in South Africa. 61.5% are female, 38.5% are male, average age 37.5. Top brand affinities: Sugar substitute, Single malt whisky, Low-carbohydrate diet, Birkenstock, Diet food.
Top brand affinities include Sugar substitute, Single malt whisky, Low-carbohydrate diet, with strongest over-indexing on Sugar substitute (2.0× the country average).
Demographically, the Sugar audience skews more female with an average age of 37.5, and over-indexes on personality traits such as Indulgence, Convenience Orientation.
The typical Sugar fan in South Africa is more female, around 37.5 years old, with strong Indulgence tendencies and a notable affinity for Sugar substitute.
The key figures that characterise the Sugar profile in South Africa.
61.5% are female, 38.5% are male, average age 37.5.
| Metric | Value |
|---|---|
| Female | 61.5% |
| Male | 38.5% |
| Average age | 37.5 |
| Estimated audience size | 1,077,463 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 25% | |
| 20-29 | 23% | |
| 30-39 | 17% | |
| 40-49 | 14% | |
| 50+ | 22% |
of the worldwide Sugar audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 26.5% |
| United Kingdom | 5.2% |
| Italy | 4.4% |
The strongest cross-interests of the Sugar audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Malt whisky | Food & Beverages | 2.14× | ||
| 02 | Baking powder | Food & Beverages | 2.03× | ||
| 03 | Sugar substitute | Food & Beverages | 2.00× | ||
| 04 | Nutella | Food & Beverages | 1.94× | ||
| 05 | Diet food | Food & Beverages | 1.89× | ||
| 06 | Social shopping | Shopping | 1.89× | ||
| 07 | Low-carbohydrate diet | Food & Beverages | 1.86× | ||
| 08 | Prosecco | Food & Beverages | 1.82× | ||
| 09 | Diabetes mellitus type 2 awareness | Health | 1.77× | ||
| 10 | Smoked meat | Food & Beverages | 1.74× | ||
| 11 | Birkenstock | Fashion & Accessoires | 1.71× | ||
| 12 | Gluten-free diet | Food & Beverages | 1.71× | ||
| 13 | Slow cooker | Food & Beverages | 1.69× | ||
| 14 | Superfood | Food & Beverages | 1.64× | ||
| 15 | Single malt whisky | Food & Beverages | 1.61× | ||
| 16 | Smoothie | Food & Beverages | 1.56× | ||
| 17 | Frozen food | Food & Beverages | 1.56× | ||
| 18 | CC cream | Beauty & Wellness | 1.56× | ||
| 19 | Toothbrush | Beauty & Wellness | 1.55× | ||
| 20 | Convenience food | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.50× | |
| Convenience Orientation | PREMIUM | 1.29× | |
| Pet Ownership | JOY | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.67× | |
| Risk Appetite | THRILL | 0.78× | |
| Social Media Usage | JOY | 0.84× |
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 Sugar. 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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