Rascasse Audience Intelligence

Vons Target Market in United States

Vons has an estimated audience of 6.7M people in United States.

#21among Supermarket in United States#567among brands in United States#136in Shopping

The average Vons fan in United States is 43.7 years old, more female, and lives primarily in California.

By number of fans, Vons ranks #21 among the 221 objects in Supermarket in United States — 4.9× the group median.

Its fans are 4.6 years older than the group average of 39.1.

Women make up 67.2% of the fan base, 4.4 percentage points more than the group average.

Compared with the other 220 objects in Supermarket, Vons fans stand out for their interest in DeMoulas Market Basket, Food 4 Less and WinCo Foods.

Most fans live in California, Nevada, Oregon.

Top affinities include Stater Bros., King Soopers, Bristol Farms, with strongest over-indexing on Stater Bros. (33.82× the country average).

Demographically, the Vons audience skews more female with an average age of 43.7, and over-indexes on personality traits such as Career Orientation, Quality Awareness.

The typical Vons fan in United States is more female, around 43.7 years old, with strong Career Orientation tendencies and a notable affinity for Stater Bros..

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
6.7M
in United States
Gender
67.2%♀
32.8% male
Age
43.7
average years
Country rank
#5130
among all objects in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Vons

67.2% are female, 32.8% are male, average age 43.7.

Fig. 02

Gender split

67.2%
Female
32.8%
Male
Demographic split for Vons audience in United States
MetricValue
Female67.2%
Male32.8%
Average age43.7
Estimated audience size6.7M
Fig. 03

Age distribution

Ø 43.7
average years
Age distribution of the Vons audience in United States
Age bracketShare%
16-2414%
25-3415%
35-4418%
45-5424%
55+29%
Fig. 04

Worldwide distribution

96.5%

of the worldwide Vons audience comes from United States.

Worldwide audience distribution share by country for Vons
CountryShare
United States96.5%
China0.6%
Japan0.4%
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

Vons customers by region in United States
#RegionReachAffinity×
01California~5M27.78×
02Nevada~1M14.70×
03Oregon~200K2.84×
04Virginia~200K1.08×
05Hawaii~30K0.95×
06Ohio~200K0.89×
07Washington~100K0.82×
08North Dakota~10K0.66×
09South Dakota~10K0.62×
10Vermont~8K0.61×
11Wyoming~7K0.56×
12West Virginia~20K0.55×
13Alaska~8K0.53×
14Delaware~10K0.50×
15Maine~10K0.49×
16Rhode Island~9K0.44×
17New Hampshire~10K0.43×
18Montana~9K0.42×
19Arizona~60K0.40×
20Mississippi~20K0.40×
21Nebraska~20K0.40×
22Idaho~10K0.39×
23New Mexico~10K0.32×
24Iowa~20K0.30×
25Arkansas~20K0.30×
26Indiana~40K0.28×
27Kentucky~30K0.28×
28Utah~20K0.28×
29Kansas~20K0.28×
30Oklahoma~20K0.27×
31Louisiana~20K0.26×
32Connecticut~20K0.26×
33Alabama~20K0.23×
34Wisconsin~30K0.22×
35Colorado~30K0.22×
36South Carolina~20K0.22×
37Missouri~20K0.20×
38Minnesota~20K0.20×
39Tennessee~30K0.19×
40Maryland~20K0.18×
41Massachusetts~20K0.17×
42Illinois~40K0.16×
43Texas~70K0.15×
44Michigan~30K0.15×
45New Jersey~30K0.15×
46New York~60K0.14×
47Pennsylvania~40K0.14×
48Georgia~30K0.14×
49North Carolina~30K0.14×
50Florida~50K0.11×
Fig. 06

Affinity by region

Affinity by region — Vons, United States
0.11×1.00×27.78×
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 Vons audience vs. the country average
#·InterestCategoryAffinity×
01Stater Bros.Shopping33.82×
02King SoopersShopping30.05×
03Bristol FarmsShopping26.61×
04RalphsShopping20.81×
05DeMoulas Market BasketBusiness & Career20.24×
06Food 4 LessShopping18.02×
07AlbertsonsShopping15.76×
08RandallsShopping14.56×
09Fred MeyerShopping13.11×
10WinCo FoodsFood & Beverages13.05×
11ShopRite (United States)Food & Beverages10.69×
12Giant EagleShopping9.98×
13Food LionShopping9.93×
14Acme MarketsShopping9.29×
15Harris TeeterShopping8.94×
16Hy-VeeShopping7.44×
17Sprouts Farmers MarketShopping4.20×
18PublixShopping3.86×
19AldiShopping3.25×
20Trader Joe'sShopping2.82×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Vons audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Vons audience vs. the country average · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.76×
Quality AwarenessPREMIUM1.76×
TraditionCONSERVATISM1.63×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Vons audience vs. the country average · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL1.13×
MindfulnessBALANCE1.14×
IndividualismJOY1.18×
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 Vons 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/vons-165550” · Methodology