Rascasse Audience Intelligence

Whole Foods Market Target Market in United States

Whole Foods Market has an estimated audience of 67.8M people in United States.

#3among Supermarket in United States#10among brands in United States#12in Shopping

The average Whole Foods Market fan in United States is 37.0 years old, more female, and lives primarily in California.

By number of fans, Whole Foods Market ranks #3 among the 224 objects in Supermarket in United States — 53.4× the group median.

Its fans are 2.3 years younger than the group average of 39.3.

Women make up 64.9% of the fan base, 2.2 percentage points more than the group average.

Compared with the other 223 objects in Supermarket, Whole Foods Market fans stand out for their interest in Home decorating ideas, Boho-chic and Diaper bag.

Most fans live in California, New York, Texas.

Top affinities include Home decorating ideas, Boho-chic, Diaper bag, with strongest over-indexing on Home decorating ideas (2.06× the country average).

Demographically, the Whole Foods Market audience skews more female with an average age of 37.0, and over-indexes on personality traits such as Design Affinity, Individualism.

The typical Whole Foods Market fan in United States is more female, around 37.0 years old, with strong Design Affinity tendencies and a notable affinity for Home decorating ideas.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
67.8M
in United States
Gender
64.9%♀
35.1% male
Age
37.0
average years
Country rank
#211
among all objects in United States
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Whole Foods Market

64.9% are female, 35.1% are male, average age 37.0.

Fig. 02

Gender split

64.9%
Female
35.1%
Male
Demographic split for Whole Foods Market audience in United States
MetricValue
Female64.9%
Male35.1%
Average age37.0
Estimated audience size67.8M
Fig. 03

Age distribution

Ø 37.0
average years
Age distribution of the Whole Foods Market audience in United States
Age bracketShare%
16-2428%
25-3421%
35-4418%
45-5418%
55+16%
Fig. 04

Worldwide distribution

87.9%

of the worldwide Whole Foods Market audience comes from United States.

Worldwide audience distribution share by country for Whole Foods Market
CountryShare
United States87.9%
Canada3.2%
United Kingdom3.1%
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

Whole Foods Market customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~500K3.60×
02Massachusetts~4M2.79×
03Hawaii~800K2.71×
04New Jersey~4M2.09×
05Colorado~2.5M2.05×
06New York~8M2.01×
07California~15M1.89×
08Connecticut~1.5M1.74×
09Rhode Island~400K1.73×
10Washington~2.5M1.70×
11Illinois~4M1.55×
12Virginia~2.5M1.43×
13Maryland~2M1.42×
14Oregon~1M1.37×
15Nevada~900K1.33×
16Florida~5.5M1.31×
17Texas~6M1.26×
18North Carolina~2.5M1.09×
19New Mexico~400K1.04×
20Arizona~1.5M1.01×
21New Hampshire~300K0.99×
22Georgia~2M0.94×
23Pennsylvania~2.5M0.92×
24Minnesota~1M0.92×
25Tennessee~1M0.80×
26Maine~200K0.76×
27Louisiana~700K0.73×
28Michigan~1.5M0.68×
29Ohio~1.5M0.67×
30Utah~400K0.67×
31Wyoming~70K0.64×
32South Carolina~700K0.63×
33Kansas~400K0.62×
34Oklahoma~500K0.61×
35Missouri~700K0.56×
36Indiana~700K0.51×
37Nebraska~200K0.51×
38Arkansas~300K0.50×
39Wisconsin~600K0.48×
40Idaho~200K0.47×
41Kentucky~400K0.44×
42Montana~100K0.44×
43Delaware~70K0.35×
44Alabama~300K0.31×
45Iowa~200K0.26×
46Mississippi~100K0.23×
47Vermont~30K0.22×
48North Dakota~30K0.17×
49South Dakota~30K0.15×
50West Virginia~40K0.11×
Fig. 06

Affinity by region

Affinity by region — Whole Foods Market, United States
0.11×1.00×3.60×
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 Whole Foods Market audience vs. the country average
#·InterestCategoryAffinity×
01Home decorating ideasHome & Garden2.06×
02Boho-chicFashion & Accessoires1.83×
03Diaper bagKids & Family1.79×
04Dog loversPets & Animals1.77×
05Architecture & DesignBusiness & Career1.75×
06Health And BeautyBeauty & Wellness1.73×
07Healthy habitsHealth1.64×
08Williams-SonomaHome & Garden1.64×
09Fashion NovaShopping1.63×
10Infant clothingKids & Family1.63×
11Curly HairBeauty & Wellness1.62×
12CVS PharmacyShopping1.61×
13YouTube MusicMusic & Radio1.58×
14MarshallsFashion & Accessoires1.57×
15Retro styleFashion & Accessoires1.55×
16H.O.M.E.Home & Garden1.54×
17Home DesignHome & Garden1.54×
18AnthropologieShopping1.52×
19T.J.MaxxShopping1.51×
20Dog collarPets & Animals1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Whole Foods Market audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Whole Foods Market audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.19×
IndividualismJOY1.12×
Quality AwarenessPREMIUM1.09×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Whole Foods Market audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.70×
PatriotismCONSERVATISM0.76×
Social Media UsageJOY0.82×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in United States

See Whole Foods Market audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Whole Foods Market 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
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/whole-foods-market-11822” · Methodology