A data profile of the people who buy, follow and care about Well-being in South Africa — modelled from more than twelve digital signal sources. Well-being has an estimated audience of 1,704,228 people in South Africa.
Well-being has an estimated audience of 1,704,228 people in South Africa. 58.5% are female, 41.5% are male, average age 39.0. Top brand affinities: Local food, Organic food, Anti-aging cream, Skin care, Fast casual restaurants.
Top brand affinities include Local food, Organic food, Anti-aging cream, with strongest over-indexing on Local food (1.94× the country average).
Demographically, the Well-being audience skews more female with an average age of 39.0, and over-indexes on personality traits such as Indulgence, Price Sensitivity.
The typical Well-being fan in South Africa is more female, around 39.0 years old, with strong Indulgence tendencies and a notable affinity for Local food.
The key figures that characterise the Well-being profile in South Africa.
58.5% are female, 41.5% are male, average age 39.0.
| Metric | Value |
|---|---|
| Female | 58.5% |
| Male | 41.5% |
| Average age | 39.0 |
| Estimated audience size | 1,704,228 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 25% | |
| 30-39 | 21% | |
| 40-49 | 16% | |
| 50+ | 22% |
of the worldwide Well-being audience comes from South Africa.
| Country | Share |
|---|---|
| United States | 18.8% |
| Italy | 8.7% |
| Brazil | 6.2% |
The strongest cross-interests of the Well-being audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Anti-aging cream | Beauty & Wellness | 2.17× | ||
| 02 | Organic farming | Food & Beverages | 2.14× | ||
| 03 | High-net-worth individual | Business & Career | 2.13× | ||
| 04 | Business class | Travel & Leisure | 1.96× | ||
| 05 | Local food | Food & Beverages | 1.94× | ||
| 06 | Fast casual restaurants | Food & Beverages | 1.86× | ||
| 07 | Online food ordering | Food & Beverages | 1.85× | ||
| 08 | Natural skin care | Beauty & Wellness | 1.82× | ||
| 09 | Bedroom furniture | Home & Garden | 1.75× | ||
| 10 | Eyelash extensions | Beauty & Wellness | 1.73× | ||
| 11 | Puma | Fashion & Accessoires | 1.72× | ||
| 12 | First-time buyer | Shopping | 1.69× | ||
| 13 | Organic food | Food & Beverages | 1.67× | ||
| 14 | Bodybuilding | Sports | 1.66× | ||
| 15 | Pet store | Pets & Animals | 1.63× | ||
| 16 | Nightlife | Arts & Culture | 1.61× | ||
| 17 | Designer clothing | Fashion & Accessoires | 1.61× | ||
| 18 | Luxury real estate | Business & Career | 1.60× | ||
| 19 | Swimming | Sports | 1.59× | ||
| 20 | Skin care | Beauty & Wellness | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.72× | |
| Price Sensitivity | PREMIUM | 1.72× | |
| Mindfulness | BALANCE | 1.71× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.50× | |
| Social Media Usage | JOY | 0.86× | |
| Risk Appetite | THRILL | 0.86× |
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 Well-being. 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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