Rascasse Audience Intelligence

Trader Joe's Target Market in United States

Trader Joe's has an estimated audience of 61.3M people in United States.

#5among Supermarket in United States#27among brands in United States#21in Shopping

The average Trader Joe's fan in United States is 37.9 years old, more female, and lives primarily in California.

By number of fans, Trader Joe's ranks #5 among the 224 objects in Supermarket in United States — 44.0× the group median.

Its fans are 1.4 years younger than the group average of 39.3.

Women make up 70.3% of the fan base, 7.7 percentage points more than the group average.

Compared with the other 223 objects in Supermarket, Trader Joe's fans stand out for their interest in Anthropologie, Nordstrom Rack and The Gilded Age.

Most fans live in California, New York, Florida.

Top affinities include Giant Eagle, The Fresh Market, Sprouts Farmers Market, with strongest over-indexing on Giant Eagle (7.95× the country average).

Demographically, the Trader Joe's audience skews more female with an average age of 37.9, and over-indexes on personality traits such as Design Affinity, Sustainability.

The typical Trader Joe's fan in United States is more female, around 37.9 years old, with strong Design Affinity tendencies and a notable affinity for Giant Eagle.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
61.3M
in United States
Gender
70.3%♀
29.7% male
Age
37.9
average years
Country rank
#273
among all objects in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Trader Joe's

70.3% are female, 29.7% are male, average age 37.9.

Fig. 02

Gender split

70.3%
Female
29.7%
Male
Demographic split for Trader Joe's audience in United States
MetricValue
Female70.3%
Male29.7%
Average age37.9
Estimated audience size61.3M
Fig. 03

Age distribution

Ø 37.9
average years
Age distribution of the Trader Joe's audience in United States
Age bracketShare%
16-2425%
25-3420%
35-4419%
45-5419%
55+17%
Fig. 04

Worldwide distribution

97.7%

of the worldwide Trader Joe's audience comes from United States.

Worldwide audience distribution share by country for Trader Joe's
CountryShare
United States97.7%
Canada1.7%
China0.2%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Trader Joe's customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~400K2.79×
02California~20M2.70×
03Washington~3.5M2.45×
04Massachusetts~3M2.21×
05New York~8M2.14×
06Oregon~1.5M2.05×
07New Jersey~3M1.65×
08Nevada~900K1.56×
09Arizona~2M1.48×
10Connecticut~900K1.41×
11Minnesota~1.5M1.37×
12Rhode Island~300K1.37×
13Maryland~1.5M1.35×
14Colorado~1.5M1.33×
15Utah~800K1.33×
16Virginia~2M1.31×
17Illinois~3M1.29×
18Pennsylvania~2.5M1.05×
19North Carolina~2M1.04×
20Idaho~300K1.03×
21Florida~4M0.99×
22New Mexico~400K0.96×
23Vermont~100K0.96×
24New Hampshire~200K0.93×
25Georgia~2M0.91×
26Texas~4M0.90×
27Michigan~1.5M0.85×
28Maine~200K0.81×
29Delaware~100K0.80×
30Tennessee~1M0.75×
31South Carolina~700K0.75×
32Oklahoma~500K0.69×
33Missouri~800K0.67×
34Nebraska~200K0.65×
35Kansas~300K0.64×
36Wisconsin~700K0.63×
37Ohio~1.5M0.62×
38Louisiana~500K0.59×
39Hawaii~200K0.58×
40Indiana~700K0.56×
41Kentucky~400K0.52×
42Iowa~300K0.50×
43Alabama~400K0.38×
44Arkansas~200K0.36×
45Montana~50K0.24×
46West Virginia~70K0.20×
47South Dakota~30K0.20×
48Alaska~30K0.19×
49North Dakota~30K0.18×
50Mississippi~90K0.17×
Fig. 06

Affinity by region

Affinity by region — Trader Joe's, United States
0.17×1.00×2.79×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Trader Joe's audience vs. the country average
#·InterestCategoryAffinity×
01Giant EagleShopping7.95×
02The Fresh MarketShopping6.83×
03Sprouts Farmers MarketShopping5.01×
04Whole Foods MarketShopping4.41×
05AnthropologieShopping3.67×
06Nordstrom RackFashion & Accessoires3.25×
07The Gilded AgeMovies & TV2.96×
08Macy'sShopping2.87×
09Pottery BarnHome & Garden2.85×
10Rob ReinerMovies & TV2.76×
11GmailInternet & Social Media2.65×
12AldiShopping2.29×
13MarshallsFashion & Accessoires2.28×
14CostcoShopping2.12×
15NordstromShopping2.12×
16CultureLiterature1.93×
17Kohl'sShopping1.91×
18ShoesFashion & Accessoires1.86×
19Alcoholic beveragesFood & Beverages1.78×
20CosmeticsBeauty & Wellness1.56×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Trader Joe's audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Trader Joe's audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.33×
SustainabilityBALANCE1.97×
IndulgenceJOY1.91×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Trader Joe's audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.86×
ExtroversionTHRILL0.95×
Need for SecurityCONSERVATISM0.98×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Trader Joe's over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/trader-joes-11337” · Methodology