Rascasse Audience Intelligence

Cooking Audience in United States

A data profile of the people who buy, follow and care about Cooking in United States — modelled from more than twelve digital signal sources. Cooking has an estimated audience of 133,167,091 people in United States.

#22among Lifestyle cluster in United States#30among Topic in United States#3in Food & Beverages

The average Cooking fan in United States is 42.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Google Drive, Google News, Aritzia, with strongest over-indexing on Google Drive (1.68× the country average).

Demographically, the Cooking audience skews more female with an average age of 42.0, and over-indexes on personality traits such as Indulgence, Need for Security.

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

The typical Cooking fan in United States is more female, around 42.0 years old, with strong Indulgence tendencies and a notable affinity for Google Drive.

Category: Food & Beverages · Type: Topic · Subtype: Lifestyle cluster

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 Cooking profile in United States.

Audience size
133.2M
in United States
Gender
58.1%♀
41.9% male
Age
42.0
average years
Country rank
#39
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 Cooking fans

58.1% are female, 41.9% are male, average age 42.0.

Fig. 02

Gender split

58.1%
Female
41.9%
Male
Demographic split for Cooking audience in United States
MetricValue
Female58.1%
Male41.9%
Average age42.0
Estimated audience size133,167,091
Fig. 03

Age distribution

Ø 42.0
average years
Age distribution of the Cooking audience in United States
Age bracketShare%
16-1915%
20-2917%
30-3919%
40-4922%
50+27%
Fig. 04

Worldwide distribution

20.2%

of the worldwide Cooking audience comes from United States.

Worldwide audience distribution share by country for Cooking
CountryShare
United States20.2%
Japan4.6%
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 Cooking audience in United States is strongest.

Fig. 05

Top regions by affinity

Cooking fans by region: top regions in United States
#RegionReachAffinity×
01Texas~15M1.29×
02Nebraska~800K1.26×
03Alabama~2.5M1.25×
04Minnesota~2.5M1.23×
05Illinois~5M1.17×
06Connecticut~1.5M1.15×
07North Carolina~4.5M1.14×
08Kansas~1M1.14×
09California~16M1.12×
10Georgia~4.5M1.11×
11Mississippi~1M1.11×
12New Mexico~700K1.10×
13Virginia~3.5M1.09×
14Indiana~2.5M1.07×
15Utah~1.5M1.06×
16New Hampshire~600K1.06×
17South Carolina~2M1.05×
18Hawaii~600K1.05×
19Arkansas~1M1.04×
20Massachusetts~2.5M1.02×
21Louisiana~1.5M1.01×
22Washington~2.5M1.00×
23Tennessee~2.5M1.00×
24Michigan~3.5M0.99×
25Oklahoma~1.5M0.99×
26South Dakota~300K0.98×
27New York~7M0.97×
28New Jersey~3.5M0.97×
29Oregon~1.5M0.97×
30Nevada~1M0.96×
31Florida~8.5M0.95×
32Maryland~2M0.95×
33Maine~500K0.95×
34Wisconsin~2M0.94×
35Kentucky~1.5M0.94×
36Idaho~600K0.94×
37Delaware~300K0.94×
38Pennsylvania~4M0.93×
39Missouri~2M0.93×
40Arizona~2.5M0.91×
41West Virginia~600K0.91×
42Washington, District of Columbia~400K0.91×
43Alaska~300K0.90×
44North Dakota~200K0.90×
45Iowa~1M0.87×
46Ohio~3.5M0.86×
47Colorado~2M0.84×
48Rhode Island~300K0.82×
49Vermont~200K0.80×
50Montana~300K0.78×
Fig. 06

Affinity by region

Affinity by region — Cooking, United States
0.78×1.00×1.29×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Cooking audience
#·InterestCategoryAffinity×
01Randy JacksonMovies & TV2.98×
02Princess PollyFashion & Accessoires2.61×
03Purchase discountShopping2.30×
04AritziaFashion & Accessoires2.23×
05Google ImagesInternet & Social Media2.12×
06Love's Travel Stops & Country StoresShopping1.95×
07Public StorageBusiness & Career1.88×
08Google NewsNews1.81×
09Unique GiftsShopping1.81×
10Home DeliveryFood & Beverages1.81×
11Dakota FanningMovies & TV1.79×
12First-time home buyer grantHome & Garden1.70×
13Google DriveTechnology & Electronics1.68×
14Gourmet FoodsFood & Beverages1.67×
15ParisTravel & Leisure1.65×
16CoachFashion & Accessoires1.64×
17High-net-worth individualBusiness & Career1.63×
18GermanyTravel & Leisure1.61×
19Micro CenterShopping1.56×
20Scooby-DooMovies & TV1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Cooking 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 Cooking audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.09×
Need for SecurityCONSERVATISM1.04×
Luxury OrientationPREMIUM1.03×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Cooking audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.67×
Early Adopter MentalityPOWER0.69×
SustainabilityBALANCE0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Cooking have in United States?

Cooking has an estimated audience of 133,167,091 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Cooking fans?

58.1% of Cooking fans are female, 41.9% are male, with an average age of 42.0 years.

03

Which brands do Cooking fans like most?

Cooking fans show strongest brand affinity for Google Drive (1.68×), Google News (1.81×), and Aritzia (2.23×) over the country average.

04

Where do Cooking fans live in United States?

Cooking fans in United States are most concentrated in California (reach ~16M), Texas (reach ~15M), and Florida (reach ~8.5M). These three regions account for the largest share of the active audience.

05

What other brands do Cooking fans also like?

Beyond Cooking itself, the audience over-indexes on Google News (1.81×), Aritzia (2.23×), Scooby-Doo (1.52×), and Princess Polly (2.61×) compared to the United States average.

Appendix

Explore more audiences

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

More Lifestyle cluster audiences in United States

See Cooking audiences in other countries

How to read this data

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