Rascasse Audience Intelligence

FreshDirect Target Market in United States

A data profile of the people who buy, follow and care about FreshDirect in United States — modelled from more than twelve digital signal sources. FreshDirect has an estimated audience of 1,695,320 people in United States.

#42among Supermarket in United States#1674among Brand in United States#285in Shopping

The average FreshDirect fan in United States is 41.3 years old, more female, and lives primarily in New York.

The audience is concentrated in New York, New Jersey, California.

Top brand affinities include Trader Joe's, Khan Academy, The Old Spaghetti Factory, with strongest over-indexing on Trader Joe's (5.39× the country average).

Demographically, the FreshDirect audience skews more female with an average age of 41.3, and over-indexes on personality traits such as Indulgence, Convenience Orientation.

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

The typical FreshDirect fan in United States is more female, around 41.3 years old, with strong Indulgence tendencies and a notable affinity for Trader Joe's.

Category: Shopping · Type: Brand · Subtype: Supermarket

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 FreshDirect profile in United States.

Audience size
1.7M
in United States
Gender
63.4%♀
36.6% male
Age
41.3
average years
Country rank
#16188
Brand in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of FreshDirect

63.4% are female, 36.6% are male, average age 41.3.

Fig. 02

Gender split

63.4%
Female
36.6%
Male
Demographic split for FreshDirect audience in United States
MetricValue
Female63.4%
Male36.6%
Average age41.3
Estimated audience size1,695,320
Fig. 03

Age distribution

Ø 41.3
average years
Age distribution of the FreshDirect audience in United States
Age bracketShare%
16-1911%
20-2921%
30-3923%
40-4922%
50+22%
Fig. 04

Worldwide distribution

99.3%

of the worldwide FreshDirect audience comes from United States.

Worldwide audience distribution share by country for FreshDirect
CountryShare
United States99.3%
Saudi Arabia0.3%
India0.0%
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 FreshDirect audience in United States is strongest.

Fig. 05

Top regions by affinity

FreshDirect customers by region in United States
#RegionReachAffinity×
01New York~1.5M25.39×
02New Jersey~300K6.43×
03Connecticut~50K2.95×
04Washington, District of Columbia~6K1.09×
05Vermont~3K0.93×
06Alaska~3K0.92×
07North Dakota~3K0.90×
08South Dakota~4K0.89×
09Montana~4K0.88×
10Rhode Island~5K0.86×
11Delaware~4K0.86×
12Idaho~7K0.85×
13West Virginia~7K0.85×
14Hawaii~6K0.85×
15Maine~5K0.85×
16Mississippi~10K0.84×
17New Mexico~7K0.84×
18Nebraska~7K0.84×
19New Hampshire~6K0.84×
20Pennsylvania~50K0.82×
21Arkansas~10K0.82×
22Oklahoma~20K0.81×
23Kansas~10K0.81×
24Iowa~10K0.80×
25Utah~10K0.77×
26Louisiana~20K0.76×
27Massachusetts~30K0.75×
28Nevada~10K0.75×
29Alabama~20K0.74×
30Kentucky~20K0.72×
31Wisconsin~20K0.70×
32Oregon~10K0.69×
33Missouri~20K0.66×
34South Carolina~20K0.66×
35Minnesota~20K0.66×
36Virginia~30K0.65×
37Tennessee~20K0.64×
38Indiana~20K0.62×
39Maryland~20K0.62×
40Arizona~20K0.61×
41Colorado~20K0.60×
42Washington~20K0.56×
43Michigan~20K0.54×
44Georgia~30K0.52×
45North Carolina~30K0.52×
46Ohio~30K0.51×
47Illinois~30K0.49×
48Florida~50K0.45×
49California~70K0.37×
50Texas~50K0.35×
Fig. 06

Affinity by region

Affinity by region — FreshDirect, United States
0.35×1.00×25.39×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for FreshDirect audience
#·InterestCategoryAffinity×
01The Old Spaghetti FactoryFood & Beverages21.35×
02Savings bankBusiness & Career11.79×
03Sunday BrunchKids & Family7.66×
04This Is Us (TV series)Movies & TV7.19×
05Khan AcademyBusiness & Career6.73×
06Stop & ShopShopping6.16×
07RalphsShopping5.88×
08Trader Joe'sShopping5.39×
09BrunchFood & Beverages5.06×
10Outback SteakhouseFood & Beverages4.65×
11Sprouts Farmers MarketShopping4.41×
12AlbertsonsShopping4.24×
13Online food orderingFood & Beverages4.08×
14Food LionShopping3.50×
15First class travelTravel & Leisure3.17×
16FedExBusiness & Career2.57×
17Take-outFood & Beverages2.38×
18LunchFood & Beverages2.32×
19AldiShopping2.04×
20Mortgage loansBusiness & Career2.03×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the FreshDirect 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 FreshDirect audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.93×
Convenience OrientationPREMIUM1.96×
Price SensitivityPREMIUM1.82×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by FreshDirect audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.70×
DIY MentalityTHRILL0.77×
IndividualismJOY0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is FreshDirect's target market in United States?

FreshDirect's target market in United States covers an estimated 1,695,320 people, concentrated in New York and New Jersey.

02

What is the gender split and age of FreshDirect customers?

63.4% of the FreshDirect audience are female, 36.6% are male, with an average age of 41.3 years.

03

Which brands do FreshDirect fans like most?

FreshDirect fans show strongest brand affinity for Trader Joe's (5.39×), Khan Academy (6.73×), and The Old Spaghetti Factory (21.35×) over the country average.

04

Where do FreshDirect fans live in United States?

FreshDirect fans in United States are most concentrated in New York (reach ~1.5M), New Jersey (reach ~300K), and California (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do FreshDirect fans also like?

Beyond FreshDirect itself, the audience over-indexes on Khan Academy (6.73×), The Old Spaghetti Factory (21.35×), Sprouts Farmers Market (4.41×), and Sunday Brunch (7.66×) compared to the United States average.

Appendix

Explore more audiences

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

More Supermarket audiences in United States

See FreshDirect audiences in other countries

How to read this data

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