A data profile of the people who buy, follow and care about Cooking in United Kingdom — modelled from more than twelve digital signal sources. Cooking has an estimated audience of 29,344,670 people in United Kingdom.
The average Cooking fan in United Kingdom is 44.8 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, South West.
Top brand affinities include Toolstation, Waterstones, Costco, with strongest over-indexing on Toolstation (1.53× the country average).
Demographically, the Cooking audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Individualism, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Cooking fan in United Kingdom is more female, around 44.8 years old, with strong Individualism tendencies and a notable affinity for Toolstation.
The key figures that characterise the Cooking profile in United Kingdom.
61.6% are female, 38.4% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 61.6% |
| Male | 38.4% |
| Average age | 44.8 |
| Estimated audience size | 29,344,670 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Cooking audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.2% |
| Japan | 4.6% |
| Italy | 4.6% |
Where the Cooking audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South East | ~7M | 2.28× | |
| 02 | England | ~22M | 1.34× | |
| 03 | South West | ~3M | 1.24× | |
| 04 | Wales | ~2M | 1.07× | |
| 05 | Scotland | ~2.5M | 1.03× | |
| 06 | Yorkshire and the Humber | ~2.5M | 1.01× | |
| 07 | West Midlands | ~1M | 0.95× | |
| 08 | East of England | ~2M | 0.80× | |
| 09 | East Midlands | ~1.5M | 0.71× | |
| 10 | North East | ~700K | 0.65× | |
| 11 | Northern Ireland | ~500K | 0.60× | |
| 12 | North West | ~1.5M | 0.44× |
The strongest cross-interests of the Cooking audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Naked Wines | Food & Beverages | 2.09× | ||
| 02 | Retirement community | Kids & Family | 2.07× | ||
| 03 | Frying pan | Home & Garden | 1.98× | ||
| 04 | Fat Face | Fashion & Accessoires | 1.97× | ||
| 05 | MSN | News | 1.90× | ||
| 06 | Summer house | Travel & Leisure | 1.83× | ||
| 07 | The Works | Shopping | 1.78× | ||
| 08 | Gala Bingo | Games | 1.76× | ||
| 09 | Travelodge | Travel & Leisure | 1.68× | ||
| 10 | Self care | Health | 1.68× | ||
| 11 | Costco | Shopping | 1.65× | ||
| 12 | Postcode lottery | Games | 1.65× | ||
| 13 | Tesco Mobile | Technology & Electronics | 1.65× | ||
| 14 | Waterstones | Literature | 1.64× | ||
| 15 | Mecca Bingo | Games | 1.64× | ||
| 16 | Harvey Nichols | Shopping | 1.60× | ||
| 17 | Toolstation | Home & Garden | 1.53× | ||
| 18 | TopCashBack | Shopping | 1.53× | ||
| 19 | Kitchenware | Home & Garden | 1.51× | ||
| 20 | Mountain Warehouse | Fashion & Accessoires | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.27× | |
| Family Orientation | CONSERVATISM | 1.19× | |
| Career Orientation | POWER | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Spirituality | BALANCE | 0.79× | |
| Extroversion | THRILL | 0.81× | |
| Social Media Usage | JOY | 0.85× |
Cooking has an estimated audience of 29,344,670 people in United Kingdom, concentrated in England and South East.
61.6% of Cooking fans are female, 38.4% are male, with an average age of 44.8 years.
Cooking fans show strongest brand affinity for Toolstation (1.53×), Waterstones (1.64×), and Costco (1.65×) over the country average.
Cooking fans in United Kingdom are most concentrated in England (reach ~22M), South East (reach ~7M), and South West (reach ~3M). These three regions account for the largest share of the active audience.
Beyond Cooking itself, the audience over-indexes on Waterstones (1.64×), Costco (1.65×), Travelodge (1.68×), and Self care (1.68×) 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 Cooking. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.