Rascasse Audience Intelligence

Grocery Outlet Target Market in United States

A data profile of the people who buy, follow and care about Grocery Outlet in United States — modelled from more than twelve digital signal sources. Grocery Outlet has an estimated audience of 8,731,585 people in United States.

#409among Brand in United States#307in Food & Beverages

The average Grocery Outlet fan in United States is 36.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Washington, Oregon.

Top brand affinities include H-E-B, Kroger, Harry Potter, with strongest over-indexing on H-E-B (5.45× the country average).

Demographically, the Grocery Outlet audience skews more female with an average age of 36.5, and over-indexes on personality traits such as Pet Ownership, Sustainability.

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

The typical Grocery Outlet fan in United States is more female, around 36.5 years old, with strong Pet Ownership tendencies and a notable affinity for H-E-B.

Category: Food & Beverages · Type: Brand

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 Grocery Outlet profile in United States.

Audience size
8.7M
in United States
Gender
62.2%♀
37.8% male
Age
36.5
average years
Country rank
#4075
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Grocery Outlet

62.2% are female, 37.8% are male, average age 36.5.

Fig. 02

Gender split

62.2%
Female
37.8%
Male
Demographic split for Grocery Outlet audience in United States
MetricValue
Female62.2%
Male37.8%
Average age36.5
Estimated audience size8,731,585
Fig. 03

Age distribution

Ø 36.5
average years
Age distribution of the Grocery Outlet audience in United States
Age bracketShare%
16-1930%
20-2918%
30-3917%
40-4918%
50+18%
Fig. 04

Worldwide distribution

94.8%

of the worldwide Grocery Outlet audience comes from United States.

Worldwide audience distribution share by country for Grocery Outlet
CountryShare
United States94.8%
Canada4.0%
Mexico0.4%
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 Grocery Outlet audience in United States is strongest.

Fig. 05

Top regions by affinity

Grocery Outlet customers by region in United States
#RegionReachAffinity×
01Oregon~1M11.19×
02Washington~1.5M9.04×
03California~6.5M7.54×
04Idaho~200K5.70×
05Nevada~400K4.34×
06Pennsylvania~900K2.99×
07Maryland~300K1.80×
08Delaware~30K1.25×
09Ohio~300K1.13×
10New Jersey~200K0.94×
11Virginia~100K0.67×
12North Dakota~8K0.46×
13Washington, District of Columbia~10K0.41×
14Vermont~6K0.40×
15South Dakota~8K0.38×
16Alaska~7K0.37×
17Tennessee~60K0.33×
18Alabama~40K0.33×
19Montana~8K0.33×
20Maine~9K0.29×
21Rhode Island~8K0.29×
22New Hampshire~9K0.27×
23West Virginia~10K0.26×
24Hawaii~9K0.25×
25Nebraska~10K0.24×
26Utah~20K0.23×
27Mississippi~20K0.23×
28Florida~100K0.22×
29Arizona~40K0.21×
30New Mexico~9K0.21×
31Arkansas~10K0.20×
32Iowa~10K0.19×
33Kansas~10K0.18×
34Kentucky~20K0.17×
35Oklahoma~20K0.17×
36Louisiana~20K0.16×
37Colorado~20K0.15×
38Connecticut~10K0.15×
39North Carolina~40K0.14×
40Indiana~20K0.14×
41South Carolina~20K0.14×
42Georgia~40K0.13×
43Michigan~30K0.13×
44Missouri~20K0.13×
45Wisconsin~20K0.13×
46Minnesota~20K0.13×
47New York~60K0.12×
48Massachusetts~20K0.11×
49Texas~80K0.10×
50Illinois~30K0.10×
Fig. 06

Affinity by region

Affinity by region — Grocery Outlet, United States
0.10×1.00×11.19×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Grocery Outlet audience
#·InterestCategoryAffinity×
01H-E-BShopping5.45×
02BTSMusic & Radio3.91×
03Online grocerShopping3.86×
04GamingGames3.41×
05KrogerFood & Beverages2.35×
06Anime conventionLiterature2.21×
07Fashion NovaShopping2.16×
08KPop Demon HuntersMovies & TV2.01×
09Electric guitarMusic & Radio1.90×
10Real Madrid C.F.Sports1.86×
11NBA playoffsSports1.80×
12Harry PotterMovies & TV1.78×
13Heavy metal musicMusic & Radio1.67×
14Rock and rollMusic & Radio1.62×
15FIFA World CupSports1.59×
16Blues musicMusic & Radio1.57×
17Alternative rockMusic & Radio1.57×
18ComicsLiterature1.56×
19Musical instrumentMusic & Radio1.56×
20Jazz musicMusic & Radio1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Grocery Outlet 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 Grocery Outlet audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.24×
SustainabilityBALANCE1.17×
MindfulnessBALANCE1.15×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Grocery Outlet audience · Rather not
TraitClusterDeviationScore
Career OrientationPOWER0.67×
TraditionCONSERVATISM0.67×
Need for SecurityCONSERVATISM0.68×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Grocery Outlet's target market in United States?

Grocery Outlet's target market in United States covers an estimated 8,731,585 people, concentrated in California and Washington.

02

What is the gender split and age of Grocery Outlet customers?

62.2% of the Grocery Outlet audience are female, 37.8% are male, with an average age of 36.5 years.

03

Which brands do Grocery Outlet fans like most?

Grocery Outlet fans show strongest brand affinity for H-E-B (5.45×), Kroger (2.35×), and Harry Potter (1.78×) over the country average.

04

Where do Grocery Outlet fans live in United States?

Grocery Outlet fans in United States are most concentrated in California (reach ~6.5M), Washington (reach ~1.5M), and Oregon (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Grocery Outlet fans also like?

Beyond Grocery Outlet itself, the audience over-indexes on Kroger (2.35×), Harry Potter (1.78×), KPop Demon Hunters (2.01×), and FIFA World Cup (1.59×) 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 Grocery Outlet audiences in other countries

How to read this data

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