A data profile of the people who buy, follow and care about Organic food in United Kingdom — modelled from more than twelve digital signal sources. Organic food has an estimated audience of 11,559,321 people in United Kingdom.
The average Organic food fan in United Kingdom is 43.9 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Recipes, Health & wellness, Morrisons, with strongest over-indexing on Recipes (1.84× the country average).
Demographically, the Organic food audience skews more female with an average age of 43.9, and over-indexes on personality traits such as Sustainability, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Organic food fan in United Kingdom is more female, around 43.9 years old, with strong Sustainability tendencies and a notable affinity for Recipes.
The key figures that characterise the Organic food profile in United Kingdom.
66.1% are female, 33.9% are male, average age 43.9.
| Metric | Value |
|---|---|
| Female | 66.1% |
| Male | 33.9% |
| Average age | 43.9 |
| Estimated audience size | 11,559,321 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 10% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide Organic food audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 6.8% |
| Italy | 5.0% |
Where the Organic food audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~2M | 1.40× | |
| 02 | North West | ~1.5M | 1.23× | |
| 03 | South West | ~1M | 1.12× | |
| 04 | Northern Ireland | ~400K | 1.07× | |
| 05 | East Midlands | ~800K | 1.02× | |
| 06 | Scotland | ~1M | 1.01× | |
| 07 | East of England | ~1M | 1.00× | |
| 08 | South East | ~1.5M | 0.98× | |
| 09 | Wales | ~600K | 0.95× | |
| 10 | England | ~8.5M | 0.94× | |
| 11 | North East | ~400K | 0.86× | |
| 12 | Yorkshire and the Humber | ~700K | 0.78× | |
| 13 | West Midlands | ~400K | 0.77× |
The strongest cross-interests of the Organic food audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cookbook | Food & Beverages | 2.56× | ||
| 02 | Ocado | Shopping | 2.26× | ||
| 03 | Local food | Food & Beverages | 2.13× | ||
| 04 | Natural product | Food & Beverages | 2.10× | ||
| 05 | Health & wellness | Health | 2.03× | ||
| 06 | Waterstones | Literature | 2.00× | ||
| 07 | Self care | Health | 1.98× | ||
| 08 | Debenhams | Fashion & Accessoires | 1.97× | ||
| 09 | Matalan | Shopping | 1.88× | ||
| 10 | Harrods | Shopping | 1.85× | ||
| 11 | Recipes | Food & Beverages | 1.84× | ||
| 12 | Vegetable | Food & Beverages | 1.84× | ||
| 13 | Morrisons | Food & Beverages | 1.81× | ||
| 14 | Superdrug | Shopping | 1.75× | ||
| 15 | Skin care | Beauty & Wellness | 1.74× | ||
| 16 | Waitrose | Shopping | 1.73× | ||
| 17 | Marks & Spencer | Shopping | 1.68× | ||
| 18 | IKEA | Home & Garden | 1.66× | ||
| 19 | John Lewis (department store) | Shopping | 1.60× | ||
| 20 | Veganism | Food & Beverages | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.69× | |
| Healthy Lifestyle | BALANCE | 1.57× | |
| Design Affinity | PREMIUM | 1.55× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.72× | |
| Risk Appetite | THRILL | 0.87× | |
| Need for Security | CONSERVATISM | 0.89× |
Organic food has an estimated audience of 11,559,321 people in United Kingdom, concentrated in England and Greater London.
66.1% of Organic food fans are female, 33.9% are male, with an average age of 43.9 years.
Organic food fans show strongest brand affinity for Recipes (1.84×), Health & wellness (2.03×), and Morrisons (1.81×) over the country average.
Organic food fans in United Kingdom are most concentrated in England (reach ~8.5M), Greater London (reach ~2M), and South East (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Organic food itself, the audience over-indexes on Health & wellness (2.03×), Morrisons (1.81×), Matalan (1.88×), and Waitrose (1.73×) 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 Organic 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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