A data profile of the people who buy, follow and care about Local food in United Kingdom — modelled from more than twelve digital signal sources. Local food has an estimated audience of 9,854,206 people in United Kingdom.
The average Local food fan in United Kingdom is 45.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Cooking, Cookbook, Newcast, with strongest over-indexing on Cooking (1.68× the country average).
Demographically, the Local food audience skews more female with an average age of 45.0, and over-indexes on personality traits such as Design Affinity, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Local food fan in United Kingdom is more female, around 45.0 years old, with strong Design Affinity tendencies and a notable affinity for Cooking.
The key figures that characterise the Local food profile in United Kingdom.
62.6% are female, 37.4% are male, average age 45.0.
| Metric | Value |
|---|---|
| Female | 62.6% |
| Male | 37.4% |
| Average age | 45.0 |
| Estimated audience size | 9,854,206 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 35% |
of the worldwide Local food audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.0% |
| Japan | 9.7% |
| Italy | 5.7% |
Where the Local food audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | South West | ~1M | 1.26× | |
| 02 | East Midlands | ~800K | 1.21× | |
| 03 | Scotland | ~1M | 1.19× | |
| 04 | Wales | ~600K | 1.11× | |
| 05 | Greater London | ~1.5M | 1.06× | |
| 06 | North West | ~1M | 1.00× | |
| 07 | East of England | ~900K | 0.96× | |
| 08 | Yorkshire and the Humber | ~800K | 0.95× | |
| 09 | Northern Ireland | ~300K | 0.94× | |
| 10 | North East | ~400K | 0.92× | |
| 11 | South East | ~1M | 0.86× | |
| 12 | West Midlands | ~400K | 0.84× | |
| 13 | England | ~7M | 0.75× |
The strongest cross-interests of the Local food audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Red wine | Food & Beverages | 5.09× | ||
| 02 | Wine & Spirits | Food & Beverages | 4.19× | ||
| 03 | Cookbook | Food & Beverages | 3.69× | ||
| 04 | Organic farming | Food & Beverages | 3.52× | ||
| 05 | Organic product | Food & Beverages | 3.25× | ||
| 06 | Supply chain | Business & Career | 3.17× | ||
| 07 | Culinary art | Arts & Culture | 3.02× | ||
| 08 | Vegetarian cuisine | Food & Beverages | 2.99× | ||
| 09 | Landscape design | Business & Career | 2.84× | ||
| 10 | Newcast | Business & Career | 2.66× | ||
| 11 | Italian cuisine | Food & Beverages | 2.56× | ||
| 12 | Foodie | Food & Beverages | 2.54× | ||
| 13 | Dinner | Food & Beverages | 2.53× | ||
| 14 | Self care | Health | 2.42× | ||
| 15 | Organic food | Food & Beverages | 2.22× | ||
| 16 | Ryanair | Travel & Leisure | 2.12× | ||
| 17 | Waitrose | Shopping | 1.98× | ||
| 18 | Health & wellness | Health | 1.84× | ||
| 19 | Cooking | Food & Beverages | 1.68× | ||
| 20 | Alcoholic beverages | Food & Beverages | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.25× | |
| Indulgence | JOY | 1.70× | |
| Healthy Lifestyle | BALANCE | 1.68× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.59× | |
| Patriotism | CONSERVATISM | 0.63× | |
| Family Orientation | CONSERVATISM | 0.85× |
Local food has an estimated audience of 9,854,206 people in United Kingdom, concentrated in England and Greater London.
62.6% of Local food fans are female, 37.4% are male, with an average age of 45.0 years.
Local food fans show strongest brand affinity for Cooking (1.68×), Cookbook (3.69×), and Newcast (2.66×) over the country average.
Local food fans in United Kingdom are most concentrated in England (reach ~7M), Greater London (reach ~1.5M), and South East (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Local food itself, the audience over-indexes on Cookbook (3.69×), Newcast (2.66×), Foodie (2.54×), and Organic farming (3.52×) 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 Local food. 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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