A data profile of the people who buy, follow and care about Chinese cuisine in United Kingdom — modelled from more than twelve digital signal sources. Chinese cuisine has an estimated audience of 4,526,186 people in United Kingdom.
The average Chinese cuisine fan in United Kingdom is 42.8 years old, more female, and lives primarily in England.
The audience is concentrated in England, Scotland, Yorkshire and the Humber.
Top brand affinities include Cooking show, Take-out, Local food, with strongest over-indexing on Cooking show (3.74× the country average).
Demographically, the Chinese cuisine audience skews more female with an average age of 42.8, and over-indexes on personality traits such as Indulgence, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Chinese cuisine fan in United Kingdom is more female, around 42.8 years old, with strong Indulgence tendencies and a notable affinity for Cooking show.
The key figures that characterise the Chinese cuisine profile in United Kingdom.
62.9% are female, 37.1% are male, average age 42.8.
| Metric | Value |
|---|---|
| Female | 62.9% |
| Male | 37.1% |
| Average age | 42.8 |
| Estimated audience size | 4,526,186 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 19% | |
| 30-39 | 19% | |
| 40-49 | 21% | |
| 50+ | 29% |
of the worldwide Chinese cuisine audience comes from United Kingdom.
| Country | Share |
|---|---|
| China | 11.1% |
| United States | 10.9% |
| Japan | 10.4% |
Where the Chinese cuisine audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Scotland | ~1M | 2.58× | |
| 02 | Yorkshire and the Humber | ~800K | 2.32× | |
| 03 | West Midlands | ~200K | 1.11× | |
| 04 | North East | ~200K | 1.11× | |
| 05 | South West | ~300K | 0.88× | |
| 06 | South East | ~500K | 0.87× | |
| 07 | East Midlands | ~300K | 0.87× | |
| 08 | East of England | ~300K | 0.82× | |
| 09 | Northern Ireland | ~100K | 0.82× | |
| 10 | North West | ~400K | 0.78× | |
| 11 | Wales | ~200K | 0.76× | |
| 12 | England | ~2.5M | 0.64× |
The strongest cross-interests of the Chinese cuisine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Delivery order | Food & Beverages | 3.96× | ||
| 02 | Vietnamese cuisine | Food & Beverages | 3.81× | ||
| 03 | Cooking show | Food & Beverages | 3.74× | ||
| 04 | Asian cuisine | Food & Beverages | 3.71× | ||
| 05 | Thai cuisine | Food & Beverages | 3.35× | ||
| 06 | Sunday Brunch | Kids & Family | 3.18× | ||
| 07 | Modeling agency | Fashion & Accessoires | 2.68× | ||
| 08 | Indian cuisine | Food & Beverages | 2.18× | ||
| 09 | Mounjaro | Health | 2.14× | ||
| 10 | Health And Beauty | Beauty & Wellness | 2.07× | ||
| 11 | Mediterranean cuisine | Food & Beverages | 2.07× | ||
| 12 | Emmerdale | Movies & TV | 1.87× | ||
| 13 | Local food | Food & Beverages | 1.84× | ||
| 14 | Communication design | Business & Career | 1.84× | ||
| 15 | Vegetarian cuisine | Food & Beverages | 1.76× | ||
| 16 | Take-out | Food & Beverages | 1.74× | ||
| 17 | Italian cuisine | Food & Beverages | 1.71× | ||
| 18 | Snapchat | Internet & Social Media | 1.63× | ||
| 19 | Self care | Health | 1.60× | ||
| 20 | Foodie | Food & Beverages | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.33× | |
| Mindfulness | BALANCE | 1.29× | |
| Individualism | JOY | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.83× | |
| Need for Security | CONSERVATISM | 0.89× | |
| Quality Awareness | PREMIUM | 0.91× |
Chinese cuisine has an estimated audience of 4,526,186 people in United Kingdom, concentrated in England and Scotland.
62.9% of Chinese cuisine fans are female, 37.1% are male, with an average age of 42.8 years.
Chinese cuisine fans show strongest brand affinity for Cooking show (3.74×), Take-out (1.74×), and Local food (1.84×) over the country average.
Chinese cuisine fans in United Kingdom are most concentrated in England (reach ~2.5M), Scotland (reach ~1M), and Yorkshire and the Humber (reach ~800K). These three regions account for the largest share of the active audience.
Beyond Chinese cuisine itself, the audience over-indexes on Take-out (1.74×), Local food (1.84×), Mounjaro (2.14×), and Delivery order (3.96×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Chinese cuisine. 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 United Kingdom. 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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