A data profile of the people who buy, follow and care about Veganism in South Africa — modelled from more than twelve digital signal sources. Veganism has an estimated audience of 1,630,756 people in South Africa.
Veganism has an estimated audience of 1,630,756 people in South Africa. 62.6% are female, 37.4% are male, average age 39.1. Top brand affinities: Frying pan, Eyelash extensions, Cheesecake, Vegetarianism, Natural foods.
Top brand affinities include Frying pan, Eyelash extensions, Cheesecake, with strongest over-indexing on Frying pan (1.57× the country average).
Demographically, the Veganism audience skews more female with an average age of 39.1, and over-indexes on personality traits such as Spirituality, Healthy Lifestyle.
The typical Veganism fan in South Africa is more female, around 39.1 years old, with strong Spirituality tendencies and a notable affinity for Frying pan.
The key figures that characterise the Veganism profile in South Africa.
62.6% are female, 37.4% are male, average age 39.1.
| Metric | Value |
|---|---|
| Female | 62.6% |
| Male | 37.4% |
| Average age | 39.1 |
| Estimated audience size | 1,630,756 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 24% | |
| 30-39 | 20% | |
| 40-49 | 15% | |
| 50+ | 23% |
of the worldwide Veganism audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 19.8% |
| United Kingdom | 5.9% |
| Italy | 5.7% |
The strongest cross-interests of the Veganism audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Vegan nutrition | Health | 1.78× | ||
| 02 | Vegetarianism | Food & Beverages | 1.70× | ||
| 03 | Smântână | Food & Beverages | 1.69× | ||
| 04 | Muffin | Food & Beverages | 1.62× | ||
| 05 | Natural foods | Food & Beverages | 1.59× | ||
| 06 | Healthy food | Health | 1.59× | ||
| 07 | Gluten-free diet | Food & Beverages | 1.58× | ||
| 08 | Frying pan | Home & Garden | 1.57× | ||
| 09 | Egg (food) | Food & Beverages | 1.57× | ||
| 10 | Cheesecake | Food & Beverages | 1.56× | ||
| 11 | Baby shower | Kids & Family | 1.56× | ||
| 12 | Clarins | Beauty & Wellness | 1.56× | ||
| 13 | Garlic | Food & Beverages | 1.54× | ||
| 14 | Frying | Home & Garden | 1.54× | ||
| 15 | Hormone | Health | 1.53× | ||
| 16 | Olive oil | Food & Beverages | 1.52× | ||
| 17 | Eyelash extensions | Beauty & Wellness | 1.51× | ||
| 18 | Aramex | Business & Career | 1.51× | ||
| 19 | Parenting styles | Kids & Family | 1.51× | ||
| 20 | Yogurt | Food & Beverages | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 1.18× | |
| Healthy Lifestyle | BALANCE | 1.03× | |
| Travelling | THRILL | 0.92× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Social Media Usage | JOY | 0.69× | |
| Patriotism | CONSERVATISM | 0.81× | |
| Travelling | THRILL | 0.92× |
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 Veganism. 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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