Rascasse Audience Intelligence

Gluten-free diet Audience in United States

A data profile of the people who buy, follow and care about Gluten-free diet in United States — modelled from more than twelve digital signal sources. Gluten-free diet has an estimated audience of 22,645,176 people in United States.

#958among Topic in United States#122in Food & Beverages

The average Gluten-free diet fan in United States is 40.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Trader Joe's, Taste, LabCorp, with strongest over-indexing on Trader Joe's (2.07× the country average).

Demographically, the Gluten-free diet audience skews more female with an average age of 40.0, and over-indexes on personality traits such as Indulgence, Design Affinity.

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

The typical Gluten-free diet fan in United States is more female, around 40.0 years old, with strong Indulgence tendencies and a notable affinity for Trader Joe's.

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 Gluten-free diet profile in United States.

Audience size
22.6M
in United States
Gender
74.2%♀
25.8% male
Age
40.0
average years
Country rank
#1403
Topic in United States
Fig. 01

Search interest · 12-month trend

+6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Gluten-free diet fans

74.2% are female, 25.8% are male, average age 40.0.

Fig. 02

Gender split

74.2%
Female
25.8%
Male
Demographic split for Gluten-free diet audience in United States
MetricValue
Female74.2%
Male25.8%
Average age40.0
Estimated audience size22,645,176
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the Gluten-free diet audience in United States
Age bracketShare%
16-1917%
20-2920%
30-3921%
40-4923%
50+20%
Fig. 04

Worldwide distribution

37.7%

of the worldwide Gluten-free diet audience comes from United States.

Worldwide audience distribution share by country for Gluten-free diet
CountryShare
United States37.7%
United Kingdom7.0%
Japan4.7%
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 Gluten-free diet audience in United States is strongest.

Fig. 05

Top regions by affinity

Gluten-free diet fans by region: top regions in United States
#RegionReachAffinity×
01Alabama~400K1.31×
02West Virginia~100K1.27×
03Kentucky~400K1.25×
04Arkansas~200K1.15×
05Louisiana~300K1.13×
06Oklahoma~300K1.10×
07South Dakota~60K1.09×
08Tennessee~500K1.07×
09Nebraska~100K1.07×
10Maine~90K1.07×
11Mississippi~200K1.06×
12Indiana~400K1.05×
13Kansas~200K1.05×
14South Carolina~400K1.04×
15Iowa~200K1.04×
16New Hampshire~90K1.04×
17Montana~70K1.04×
18North Dakota~50K1.04×
19Ohio~700K1.02×
20Michigan~600K1.02×
21Missouri~400K1.02×
22Wisconsin~300K1.01×
23Idaho~100K1.01×
24Pennsylvania~800K1.00×
25North Carolina~700K1.00×
26Connecticut~200K1.00×
27Minnesota~300K0.99×
28Delaware~60K0.99×
29Vermont~40K0.99×
30Massachusetts~400K0.97×
31New Mexico~100K0.97×
32Hawaii~90K0.97×
33Rhode Island~70K0.97×
34Alaska~50K0.97×
35Texas~2M0.95×
36Florida~1.5M0.95×
37Illinois~700K0.94×
38Georgia~700K0.94×
39Virginia~500K0.94×
40New Jersey~500K0.93×
41Utah~200K0.91×
42Arizona~400K0.89×
43Oregon~200K0.89×
44New York~1M0.88×
45Washington~400K0.88×
46Nevada~200K0.87×
47Maryland~300K0.86×
48Colorado~300K0.86×
49California~2M0.83×
50Washington, District of Columbia~50K0.72×
Fig. 06

Affinity by region

Affinity by region — Gluten-free diet, United States
0.72×1.00×1.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Gluten-free diet audience
#·InterestCategoryAffinity×
01Food coloringKids & Family5.12×
02TasteFashion & Accessoires2.61×
03LabCorpHealth2.57×
04Home Interior DesignHome & Garden2.30×
05Nancy MacePolitics & Society2.16×
06Healthy habitsHealth2.09×
07Trader Joe'sShopping2.07×
08Savannah GuthrieMovies & TV2.02×
09CookbookFood & Beverages1.90×
10Healthy dietHealth1.87×
11Nordstrom rackFashion & Accessoires1.85×
12Google DriveTechnology & Electronics1.79×
13Self careHealth1.73×
14Macy'sShopping1.71×
15Weight loss (Fitness And wellness)Health1.67×
16VeganismFood & Beverages1.63×
17Men's clothingFashion & Accessoires1.62×
18MarshallsFashion & Accessoires1.58×
19Health & wellnessHealth1.55×
20NutrientFood & Beverages1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Gluten-free diet 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 Gluten-free diet audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.52×
Design AffinityPREMIUM1.49×
Healthy LifestyleBALANCE1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Gluten-free diet audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.85×
Social Media UsageJOY0.92×
TraditionCONSERVATISM1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Gluten-free diet have in United States?

Gluten-free diet has an estimated audience of 22,645,176 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Gluten-free diet fans?

74.2% of Gluten-free diet fans are female, 25.8% are male, with an average age of 40.0 years.

03

Which brands do Gluten-free diet fans like most?

Gluten-free diet fans show strongest brand affinity for Trader Joe's (2.07×), Taste (2.61×), and LabCorp (2.57×) over the country average.

04

Where do Gluten-free diet fans live in United States?

Gluten-free diet fans in United States are most concentrated in California (reach ~2M), Texas (reach ~2M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Gluten-free diet fans also like?

Beyond Gluten-free diet itself, the audience over-indexes on Taste (2.61×), LabCorp (2.57×), Google Drive (1.79×), and Macy's (1.71×) 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 Gluten-free diet audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Gluten-free diet. 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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