Rascasse Audience Intelligence

Comfort food Audience in United States

A data profile of the people who buy, follow and care about Comfort food in United States — modelled from more than twelve digital signal sources. Comfort food has an estimated audience of 4,564,579 people in United States.

#47among Dish in United States#4001among Topic in United States#481in Food & Beverages

The average Comfort food fan in United States is 42.8 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Napoleon Dynamite, Pinterest, FedEx, with strongest over-indexing on Napoleon Dynamite (10.33× the country average).

Demographically, the Comfort food audience skews more female with an average age of 42.8, and over-indexes on personality traits such as Family Orientation, Indulgence.

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

The typical Comfort food fan in United States is more female, around 42.8 years old, with strong Family Orientation tendencies and a notable affinity for Napoleon Dynamite.

Category: Food & Beverages · Type: Topic · Subtype: Dish

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 Comfort food profile in United States.

Audience size
4.6M
in United States
Gender
70.5%♀
29.5% male
Age
42.8
average years
Country rank
#7224
Topic in United States
Fig. 01

Search interest · 12-month trend

-32%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Comfort food fans

70.5% are female, 29.5% are male, average age 42.8.

Fig. 02

Gender split

70.5%
Female
29.5%
Male
Demographic split for Comfort food audience in United States
MetricValue
Female70.5%
Male29.5%
Average age42.8
Estimated audience size4,564,579
Fig. 03

Age distribution

Ø 42.8
average years
Age distribution of the Comfort food audience in United States
Age bracketShare%
16-1916%
20-2914%
30-3916%
40-4923%
50+31%
Fig. 04

Worldwide distribution

60.8%

of the worldwide Comfort food audience comes from United States.

Worldwide audience distribution share by country for Comfort food
CountryShare
United States60.8%
Canada6.8%
United Kingdom6.2%
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 Comfort food audience in United States is strongest.

Fig. 05

Top regions by affinity

Comfort food fans by region: top regions in United States
#RegionReachAffinity×
01Texas~700K1.68×
02Nebraska~30K1.17×
03Missouri~80K1.15×
04New Mexico~30K1.15×
05Kansas~40K1.14×
06Iowa~40K1.13×
07Montana~10K1.12×
08Oklahoma~60K1.10×
09Arkansas~40K1.09×
10Idaho~30K1.09×
11Indiana~90K1.08×
12Oregon~60K1.07×
13Maine~20K1.07×
14Utah~40K1.06×
15New Hampshire~20K1.06×
16Alaska~10K1.06×
17Vermont~9K1.06×
18Wisconsin~70K1.05×
19South Dakota~10K1.04×
20Washington~90K1.03×
21Colorado~70K1.03×
22North Dakota~10K1.03×
23Ohio~100K1.01×
24West Virginia~20K1.00×
25Michigan~100K0.99×
26Kentucky~60K0.99×
27Hawaii~20K0.99×
28South Carolina~70K0.96×
29Minnesota~60K0.96×
30North Carolina~100K0.95×
31Mississippi~40K0.95×
32Rhode Island~10K0.95×
33Tennessee~90K0.94×
34Louisiana~50K0.93×
35Arizona~90K0.92×
36Alabama~60K0.92×
37Delaware~10K0.92×
38Pennsylvania~100K0.91×
39Virginia~100K0.91×
40Massachusetts~80K0.90×
41Maryland~70K0.89×
42Illinois~100K0.88×
43Connecticut~40K0.88×
44California~400K0.86×
45Nevada~40K0.86×
46Georgia~100K0.85×
47Florida~300K0.83×
48Washington, District of Columbia~10K0.83×
49New York~200K0.80×
50New Jersey~90K0.75×
Fig. 06

Affinity by region

Affinity by region — Comfort food, United States
0.75×1.00×1.68×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Comfort food audience
#·InterestCategoryAffinity×
01Napoleon DynamiteMovies & TV10.33×
02Baking powderFood & Beverages9.26×
03Naked WinesFood & Beverages8.03×
04BevMo!Shopping8.00×
05Microwave ovenHome & Garden3.48×
06FedExBusiness & Career3.12×
07IHOPFood & Beverages2.53×
08Solar energyHome & Garden2.46×
09PinterestInternet & Social Media1.99×
10Trader Joe'sShopping1.92×
11Burger KingFood & Beverages1.89×
12SubwayFood & Beverages1.85×
13VeganismFood & Beverages1.79×
14RedditInternet & Social Media1.76×
15BarbecueFood & Beverages1.75×
16McDonald'sFood & Beverages1.68×
17EBayShopping1.66×
18Home improvementHome & Garden1.58×
19CNNMovies & TV1.56×
20WalmartShopping1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Comfort food 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 Comfort food audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM2.19×
IndulgenceJOY1.91×
Healthy LifestyleBALANCE1.80×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Comfort food audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.84×
Risk AppetiteTHRILL0.89×
Pet OwnershipJOY0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Comfort food have in United States?

Comfort food has an estimated audience of 4,564,579 people in United States, concentrated in Texas and California.

02

What is the gender split and age of Comfort food fans?

70.5% of Comfort food fans are female, 29.5% are male, with an average age of 42.8 years.

03

Which brands do Comfort food fans like most?

Comfort food fans show strongest brand affinity for Napoleon Dynamite (10.33×), Pinterest (1.99×), and FedEx (3.12×) over the country average.

04

Where do Comfort food fans live in United States?

Comfort food fans in United States are most concentrated in Texas (reach ~700K), California (reach ~400K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Comfort food fans also like?

Beyond Comfort food itself, the audience over-indexes on Pinterest (1.99×), FedEx (3.12×), Baking powder (9.26×), and Microwave oven (3.48×) compared to the United States average.

Appendix

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How to read this data

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

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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