Rascasse Audience Intelligence

HelloFresh Target Market in United States

A data profile of the people who buy, follow and care about HelloFresh in United States — modelled from more than twelve digital signal sources. HelloFresh has an estimated audience of 3,384,374 people in United States.

#32among Supermarket in United States#971among Brand in United States#197in Shopping

The average HelloFresh fan in United States is 32.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Gorillas, Healthy habits, Child, with strongest over-indexing on Gorillas (13.24× the country average).

Demographically, the HelloFresh audience skews more female with an average age of 32.7, and over-indexes on personality traits such as Convenience Orientation, Community Orientation.

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

The typical HelloFresh fan in United States is more female, around 32.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Gorillas.

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 HelloFresh profile in United States.

Audience size
3.4M
in United States
Gender
67.0%♀
33.0% male
Age
32.7
average years
Country rank
#9297
Brand in United States
Fig. 01

Search interest · 12-month trend

-59%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of HelloFresh

67.0% are female, 33.0% are male, average age 32.7.

Fig. 02

Gender split

67.0%
Female
33.0%
Male
Demographic split for HelloFresh audience in United States
MetricValue
Female67.0%
Male33.0%
Average age32.7
Estimated audience size3,384,374
Fig. 03

Age distribution

Ø 32.7
average years
Age distribution of the HelloFresh audience in United States
Age bracketShare%
16-1938%
20-2921%
30-3917%
40-4915%
50+10%
Fig. 04

Worldwide distribution

38.6%

of the worldwide HelloFresh audience comes from United States.

Worldwide audience distribution share by country for HelloFresh
CountryShare
United States38.6%
United Kingdom11.8%
Germany8.7%
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 HelloFresh audience in United States is strongest.

Fig. 05

Top regions by affinity

HelloFresh customers by region in United States
#RegionReachAffinity×
01Montana~10K1.51×
02Arizona~100K1.48×
03Wyoming~8K1.47×
04North Dakota~10K1.40×
05Colorado~70K1.30×
06Maine~20K1.29×
07Vermont~8K1.29×
08South Dakota~10K1.23×
09New Jersey~100K1.19×
10New Hampshire~20K1.17×
11Wisconsin~60K1.13×
12Missouri~60K1.12×
13Kansas~30K1.10×
14Washington~80K1.09×
15West Virginia~20K1.09×
16Minnesota~50K1.07×
17Idaho~20K1.07×
18Pennsylvania~100K1.06×
19Ohio~100K1.04×
20Michigan~100K1.03×
21Rhode Island~10K1.02×
22Oregon~40K1.01×
23Indiana~60K0.99×
24South Carolina~50K0.99×
25Kentucky~40K0.99×
26Iowa~30K0.99×
27Tennessee~70K0.98×
28Connecticut~40K0.98×
29Arkansas~30K0.98×
30Virginia~80K0.97×
31Massachusetts~70K0.97×
32Utah~30K0.96×
33Nebraska~20K0.96×
34Maryland~60K0.95×
35North Carolina~100K0.93×
36Delaware~9K0.93×
37Oklahoma~40K0.92×
38New York~200K0.91×
39Alabama~50K0.91×
40Florida~200K0.90×
41Illinois~100K0.90×
42Georgia~100K0.86×
43Mississippi~20K0.82×
44Louisiana~40K0.81×
45New Mexico~10K0.80×
46Texas~200K0.77×
47Washington, District of Columbia~8K0.74×
48Nevada~20K0.71×
49California~300K0.67×
50Hawaii~5K0.36×
Fig. 06

Affinity by region

Affinity by region — HelloFresh, United States
0.36×1.00×1.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for HelloFresh audience
#·InterestCategoryAffinity×
01GorillasShopping13.24×
02Healthy habitsHealth5.37×
03Plant-based dietHealth4.78×
04Ashley Furniture HomeStoresHome & Garden3.35×
05Trader Joe'sShopping2.35×
06FriendshipKids & Family2.28×
07Hobby LobbyHome & Garden2.15×
08Men's clothingFashion & Accessoires2.07×
09Kohl'sShopping2.06×
10Texas RoadhouseFood & Beverages2.04×
11Google DocsInternet & Social Media2.00×
12ChildKids & Family1.99×
13Women's clothingFashion & Accessoires1.99×
14WomanKids & Family1.94×
15GiftShopping1.87×
16EducationBusiness & Career1.75×
17BeveragesFood & Beverages1.71×
18Target CorporationShopping1.69×
19FoodFood & Beverages1.56×
20Outdoor recreationSports1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the HelloFresh 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 HelloFresh audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.86×
Community OrientationOPEN1.80×
Quality AwarenessPREMIUM1.56×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by HelloFresh audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.78×
Social Media UsageJOY0.87×
Early Adopter MentalityPOWER0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is HelloFresh's target market in United States?

HelloFresh's target market in United States covers an estimated 3,384,374 people, concentrated in California and Texas.

02

What is the gender split and age of HelloFresh customers?

67.0% of the HelloFresh audience are female, 33.0% are male, with an average age of 32.7 years.

03

Which brands do HelloFresh fans like most?

HelloFresh fans show strongest brand affinity for Gorillas (13.24×), Healthy habits (5.37×), and Child (1.99×) over the country average.

04

Where do HelloFresh fans live in United States?

HelloFresh fans in United States are most concentrated in California (reach ~300K), Texas (reach ~200K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do HelloFresh fans also like?

Beyond HelloFresh itself, the audience over-indexes on Healthy habits (5.37×), Child (1.99×), Food (1.56×), and Friendship (2.28×) 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 HelloFresh audiences in other countries

How to read this data

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