Rascasse Audience Intelligence

Fair trade Audience in United States

A data profile of the people who buy, follow and care about Fair trade in United States — modelled from more than twelve digital signal sources. Fair trade has an estimated audience of 4,073,877 people in United States.

#4277among Topic in United States#710in Business & Career

The average Fair trade fan in United States is 41.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Arizona.

Top brand affinities include Menards, Iced coffee, Trader Joe's, with strongest over-indexing on Menards (4.12× the country average).

Demographically, the Fair trade audience skews more female with an average age of 41.0, and over-indexes on personality traits such as Sustainability, Quality Awareness.

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

The typical Fair trade fan in United States is more female, around 41.0 years old, with strong Sustainability tendencies and a notable affinity for Menards.

Category: Business & Career · 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 Fair trade profile in United States.

Audience size
4.1M
in United States
Gender
66.7%♀
33.3% male
Age
41.0
average years
Country rank
#7939
Topic in United States
Fig. 01

Search interest · 12-month trend

-13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Fair trade fans

66.7% are female, 33.3% are male, average age 41.0.

Fig. 02

Gender split

66.7%
Female
33.3%
Male
Demographic split for Fair trade audience in United States
MetricValue
Female66.7%
Male33.3%
Average age41.0
Estimated audience size4,073,877
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Fair trade audience in United States
Age bracketShare%
16-1917%
20-2918%
30-3920%
40-4920%
50+26%
Fig. 04

Worldwide distribution

13.9%

of the worldwide Fair trade audience comes from United States.

Worldwide audience distribution share by country for Fair trade
CountryShare
Germany18.5%
United States13.9%
Philippines13.3%
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 Fair trade audience in United States is strongest.

Fig. 05

Top regions by affinity

Fair trade fans by region: top regions in United States
#RegionReachAffinity×
01Arizona~300K3.30×
02Wisconsin~100K1.98×
03Washington, District of Columbia~20K1.81×
04Iowa~40K1.28×
05Connecticut~50K1.25×
06Vermont~9K1.19×
07Montana~10K1.16×
08Virginia~100K1.15×
09Washington~90K1.13×
10New York~200K1.09×
11Oregon~50K1.09×
12California~500K1.07×
13Massachusetts~80K1.05×
14Minnesota~60K1.05×
15New Hampshire~20K1.05×
16Illinois~100K1.04×
17Hawaii~20K1.04×
18North Carolina~100K1.03×
19Pennsylvania~100K1.02×
20Maine~10K1.02×
21Colorado~60K1.01×
22Alaska~9K1.00×
23Texas~300K0.99×
24Kentucky~50K0.98×
25Nebraska~20K0.98×
26Rhode Island~10K0.98×
27Maryland~70K0.95×
28South Carolina~60K0.95×
29North Dakota~8K0.95×
30New Jersey~100K0.93×
31Delaware~10K0.93×
32Florida~300K0.92×
33Ohio~100K0.92×
34South Dakota~9K0.92×
35Kansas~30K0.89×
36Idaho~20K0.89×
37West Virginia~20K0.89×
38Utah~30K0.88×
39Georgia~100K0.86×
40Indiana~60K0.86×
41New Mexico~20K0.83×
42Nevada~30K0.82×
43Arkansas~30K0.82×
44Missouri~50K0.81×
45Mississippi~30K0.81×
46Michigan~90K0.80×
47Louisiana~40K0.79×
48Tennessee~60K0.77×
49Alabama~40K0.75×
50Oklahoma~30K0.75×
Fig. 06

Affinity by region

Affinity by region — Fair trade, United States
0.75×1.00×3.30×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fair trade audience
#·InterestCategoryAffinity×
01Iced coffeeFood & Beverages6.92×
02Ethical consumerismShopping6.67×
03CoffeemakerHome & Garden5.54×
04MenardsHome & Garden4.12×
05ArtisanHome & Garden2.82×
06Pottery BarnHome & Garden2.49×
07Nordstrom rackFashion & Accessoires2.45×
08WoolFashion & Accessoires2.45×
09Trader Joe'sShopping2.36×
10Macy'sShopping2.17×
11EtsyFashion & Accessoires2.00×
12Old NavyFashion & Accessoires1.98×
13IKEAHome & Garden1.96×
14Hobby LobbyHome & Garden1.90×
15HandicraftHome & Garden1.89×
16Organic foodFood & Beverages1.84×
17Kohl'sShopping1.80×
18Texas RoadhouseFood & Beverages1.74×
19GardenHome & Garden1.60×
20GiftShopping1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fair trade 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 Fair trade audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE2.70×
Quality AwarenessPREMIUM1.72×
Design AffinityPREMIUM1.70×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fair trade audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.84×
Social Media UsageJOY0.96×
Need for SecurityCONSERVATISM0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Fair trade have in United States?

Fair trade has an estimated audience of 4,073,877 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Fair trade fans?

66.7% of Fair trade fans are female, 33.3% are male, with an average age of 41.0 years.

03

Which brands do Fair trade fans like most?

Fair trade fans show strongest brand affinity for Menards (4.12×), Iced coffee (6.92×), and Trader Joe's (2.36×) over the country average.

04

Where do Fair trade fans live in United States?

Fair trade fans in United States are most concentrated in California (reach ~500K), Texas (reach ~300K), and Arizona (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Fair trade fans also like?

Beyond Fair trade itself, the audience over-indexes on Iced coffee (6.92×), Trader Joe's (2.36×), Ethical consumerism (6.67×), and Macy's (2.17×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See Fair trade audiences in other countries

How to read this data

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