A data profile of the people who buy, follow and care about Food and drink in United Kingdom — modelled from more than twelve digital signal sources. Food and drink has an estimated audience of 40,038,752 people in United Kingdom.
The average Food and drink fan in United Kingdom is 43.4 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Beauty tips, Maquillaje Profesional, Angela Bassett, with strongest over-indexing on Beauty tips (1.59× the country average).
Demographically, the Food and drink audience skews more female with an average age of 43.4, and over-indexes on personality traits such as Design Affinity, Pet Ownership.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Food and drink fan in United Kingdom is more female, around 43.4 years old, with strong Design Affinity tendencies and a notable affinity for Beauty tips.
The key figures that characterise the Food and drink profile in United Kingdom.
57.1% are female, 42.9% are male, average age 43.4.
| Metric | Value |
|---|---|
| Female | 57.1% |
| Male | 42.9% |
| Average age | 43.4 |
| Estimated audience size | 40,038,752 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide Food and drink audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 22.7% |
| Japan | 8.7% |
| India | 5.5% |
Where the Food and drink audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Yorkshire and the Humber | ~4M | 1.36× | |
| 02 | West Midlands | ~2M | 1.26× | |
| 03 | North East | ~2M | 1.26× | |
| 04 | Northern Ireland | ~1.5M | 1.14× | |
| 05 | Wales | ~2.5M | 1.06× | |
| 06 | Scotland | ~3.5M | 0.96× | |
| 07 | South East | ~5M | 0.93× | |
| 08 | South West | ~3M | 0.93× | |
| 09 | East Midlands | ~2.5M | 0.88× | |
| 10 | East of England | ~3M | 0.87× | |
| 11 | North West | ~3M | 0.75× | |
| 12 | England | ~26M | 0.71× |
The strongest cross-interests of the Food and drink audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Maquillaje Profesional | Beauty & Wellness | 1.94× | ||
| 02 | Angela Bassett | Movies & TV | 1.93× | ||
| 03 | Wrinkles (film) | Movies & TV | 1.89× | ||
| 04 | NCT (band) | Music & Radio | 1.79× | ||
| 05 | Gong Yoo | Movies & TV | 1.73× | ||
| 06 | Mae | Music & Radio | 1.72× | ||
| 07 | Latin Music | Music & Radio | 1.71× | ||
| 08 | Arezzo | Travel & Leisure | 1.67× | ||
| 09 | Acceptance | Music & Radio | 1.67× | ||
| 10 | MK | Music & Radio | 1.65× | ||
| 11 | Pferd | Pets & Animals | 1.63× | ||
| 12 | KaRoL G | Music & Radio | 1.63× | ||
| 13 | Society6 | Shopping | 1.63× | ||
| 14 | Exame Nacional do Ensino Médio | Business & Career | 1.62× | ||
| 15 | Disney, Oklahoma | POI | 1.62× | ||
| 16 | Beauty tips | Beauty & Wellness | 1.59× | ||
| 17 | LINE | Technology & Electronics | 1.57× | ||
| 18 | Zadig & Voltaire | Fashion & Accessoires | 1.54× | ||
| 19 | JYP Entertainment | Movies & TV | 1.53× | ||
| 20 | OtterBox | Technology & Electronics | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.83× | |
| Pet Ownership | JOY | 0.82× | |
| DIY Mentality | THRILL | 0.82× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 0.61× | |
| Spirituality | BALANCE | 0.62× | |
| Patriotism | CONSERVATISM | 0.62× |
Food and drink has an estimated audience of 40,038,752 people in United Kingdom, concentrated in England and South East.
57.1% of Food and drink fans are female, 42.9% are male, with an average age of 43.4 years.
Food and drink fans show strongest brand affinity for Beauty tips (1.59×), Maquillaje Profesional (1.94×), and Angela Bassett (1.93×) over the country average.
Food and drink fans in United Kingdom are most concentrated in England (reach ~26M), South East (reach ~5M), and Yorkshire and the Humber (reach ~4M). These three regions account for the largest share of the active audience.
Beyond Food and drink itself, the audience over-indexes on Maquillaje Profesional (1.94×), Angela Bassett (1.93×), Exame Nacional do Ensino Médio (1.62×), and Arezzo (1.67×) 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 Food and drink. 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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