Rascasse Audience Intelligence

Baking Audience in United States

A data profile of the people who buy, follow and care about Baking in United States — modelled from more than twelve digital signal sources. Baking has an estimated audience of 37,451,412 people in United States.

#454among Topic in United States#63in Food & Beverages

The average Baking fan in United States is 42.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Friendship, Hobby Lobby, Trader Joe's, with strongest over-indexing on Friendship (1.69× the country average).

Demographically, the Baking audience skews more female with an average age of 42.5, and over-indexes on personality traits such as Indulgence, Quality Awareness.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Baking fan in United States is more female, around 42.5 years old, with strong Indulgence tendencies and a notable affinity for Friendship.

Category: Food & Beverages · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Baking profile in United States.

Audience size
37.5M
in United States
Gender
65.0%♀
35.0% male
Age
42.5
average years
Country rank
#637
Topic in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Baking fans

65.0% are female, 35.0% are male, average age 42.5.

Fig. 02

Gender split

65.0%
Female
35.0%
Male
Demographic split for Baking audience in United States
MetricValue
Female65.0%
Male35.0%
Average age42.5
Estimated audience size37,451,412
Fig. 03

Age distribution

Ø 42.5
average years
Age distribution of the Baking audience in United States
Age bracketShare%
16-1913%
20-2918%
30-3919%
40-4922%
50+28%
Fig. 04

Worldwide distribution

20.6%

of the worldwide Baking audience comes from United States.

Worldwide audience distribution share by country for Baking
CountryShare
United States20.6%
United Kingdom4.7%
Italy4.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Baking audience in United States is strongest.

Fig. 05

Top regions by affinity

Baking fans by region: top regions in United States
#RegionReachAffinity×
01Nebraska~1.5M25.50×
02Montana~100K1.34×
03Louisiana~600K1.32×
04California~5M1.17×
05Washington~800K1.06×
06Nevada~400K1.01×
07Iowa~300K0.93×
08North Dakota~70K0.93×
09Colorado~500K0.83×
10New Hampshire~100K0.70×
11Indiana~500K0.69×
12Delaware~70K0.65×
13South Carolina~400K0.64×
14Kansas~200K0.64×
15West Virginia~100K0.64×
16Washington, District of Columbia~70K0.59×
17Vermont~40K0.59×
18South Dakota~50K0.57×
19Alaska~40K0.55×
20Utah~200K0.53×
21Idaho~100K0.53×
22Illinois~700K0.52×
23Florida~1.5M0.51×
24North Carolina~600K0.51×
25Ohio~600K0.50×
26Mississippi~200K0.50×
27Alabama~300K0.49×
28Michigan~500K0.48×
29Oregon~200K0.48×
30Hawaii~80K0.48×
31Texas~1.5M0.46×
32Oklahoma~200K0.46×
33Arkansas~100K0.46×
34Rhode Island~50K0.46×
35New York~900K0.45×
36New Mexico~80K0.45×
37Maine~60K0.45×
38Virginia~400K0.44×
39Massachusetts~300K0.44×
40Minnesota~200K0.44×
41Pennsylvania~500K0.43×
42Maryland~300K0.43×
43Connecticut~200K0.43×
44New Jersey~400K0.42×
45Georgia~500K0.40×
46Arizona~300K0.40×
47Missouri~200K0.40×
48Kentucky~200K0.40×
49Tennessee~300K0.37×
50Wisconsin~200K0.37×
Fig. 06

Affinity by region

Affinity by region — Baking, United States
0.37×1.00×25.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Baking audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Baking audience
#·InterestCategoryAffinity×
01Unique GiftsShopping2.23×
02AritziaFashion & Accessoires2.10×
03Savannah GuthrieMovies & TV1.93×
04WordKids & Family1.87×
05Diane KeatonMovies & TV1.82×
06Healthy habitsHealth1.77×
07TasteFashion & Accessoires1.77×
08Homo sapiensKids & Family1.72×
09LabCorpHealth1.71×
10FriendshipKids & Family1.69×
11CookbookFood & Beverages1.63×
12Google NewsNews1.63×
13BakeryFood & Beverages1.62×
14FlourFood & Beverages1.61×
15PastryFood & Beverages1.59×
16OvenHome & Garden1.55×
17Hobby LobbyHome & Garden1.54×
18The Gilded AgeMovies & TV1.53×
19Trader Joe'sShopping1.52×
20Dish (food)Food & Beverages1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Baking audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Baking audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.34×
Quality AwarenessPREMIUM1.31×
Healthy LifestyleBALANCE1.24×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Baking audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.87×
Risk AppetiteTHRILL0.90×
PatriotismCONSERVATISM0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Baking have in United States?

Baking has an estimated audience of 37,451,412 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Baking fans?

65.0% of Baking fans are female, 35.0% are male, with an average age of 42.5 years.

03

Which brands do Baking fans like most?

Baking fans show strongest brand affinity for Friendship (1.69×), Hobby Lobby (1.54×), and Trader Joe's (1.52×) over the country average.

04

Where do Baking fans live in United States?

Baking fans in United States are most concentrated in California (reach ~5M), Texas (reach ~1.5M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Baking fans also like?

Beyond Baking itself, the audience over-indexes on Hobby Lobby (1.54×), Trader Joe's (1.52×), Oven (1.55×), and Savannah Guthrie (1.93×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Food & Beverages audiences in United States

See Baking audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Baking. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. 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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