Rascasse Audience Intelligence

Huel Target Market in United States

A data profile of the people who buy, follow and care about Huel in United States — modelled from more than twelve digital signal sources. Huel has an estimated audience of 881,236 people in United States.

#5among Nutrition in United States#2629among Brand in United States#756in Health

The average Huel fan in United States is 38.3 years old, balanced, and lives primarily in California.

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

Top brand affinities include Hydro Flask, Avan Jogia, Optimum Nutrition, with strongest over-indexing on Hydro Flask (23.11× the country average).

Demographically, the Huel audience skews balanced with an average age of 38.3, and over-indexes on personality traits such as Patriotism, Indulgence.

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

The typical Huel fan in United States is balanced, around 38.3 years old, with strong Patriotism tendencies and a notable affinity for Hydro Flask.

Category: Health · Type: Brand · Subtype: Nutrition

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 Huel profile in United States.

Audience size
881K
in United States
Gender
53.8%♀
46.2% male
Age
38.3
average years
Country rank
#25763
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 Huel

53.8% are female, 46.2% are male, average age 38.3.

Fig. 02

Gender split

53.8%
Female
46.2%
Male
Demographic split for Huel audience in United States
MetricValue
Female53.8%
Male46.2%
Average age38.3
Estimated audience size881,236
Fig. 03

Age distribution

Ø 38.3
average years
Age distribution of the Huel audience in United States
Age bracketShare%
16-1923%
20-2919%
30-3918%
40-4922%
50+18%
Fig. 04

Worldwide distribution

18.7%

of the worldwide Huel audience comes from United States.

Worldwide audience distribution share by country for Huel
CountryShare
United Kingdom38.8%
United States18.7%
Germany11.1%
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 Huel audience in United States is strongest.

Fig. 05

Top regions by affinity

Huel customers by region in United States
#RegionReachAffinity×
01Washington~30K1.54×
02Colorado~20K1.52×
03Oregon~10K1.35×
04Utah~10K1.29×
05Washington, District of Columbia~3K1.24×
06Alaska~2K1.19×
07New Hampshire~4K1.18×
08Montana~3K1.18×
09Idaho~5K1.15×
10New York~60K1.14×
11Minnesota~10K1.14×
12North Dakota~2K1.14×
13Vermont~2K1.14×
14Massachusetts~20K1.12×
15Maine~4K1.11×
16California~100K1.07×
17Virginia~20K1.06×
18Nebraska~5K1.06×
19Kansas~7K1.03×
20Nevada~9K1.02×
21Arizona~20K1.01×
22South Dakota~2K1.01×
23Wisconsin~10K1.00×
24Iowa~7K0.98×
25Illinois~30K0.97×
26Connecticut~9K0.97×
27Ohio~30K0.96×
28New Mexico~4K0.96×
29Hawaii~4K0.95×
30Pennsylvania~30K0.94×
31Missouri~10K0.94×
32Rhode Island~3K0.94×
33Michigan~20K0.93×
34Maryland~10K0.91×
35Tennessee~20K0.90×
36Indiana~10K0.89×
37New Jersey~20K0.88×
38Oklahoma~9K0.88×
39North Carolina~20K0.87×
40West Virginia~4K0.86×
41Texas~60K0.84×
42Georgia~20K0.82×
43Kentucky~9K0.80×
44Arkansas~6K0.80×
45Delaware~2K0.80×
46South Carolina~10K0.79×
47Florida~50K0.76×
48Alabama~9K0.76×
49Louisiana~8K0.68×
50Mississippi~4K0.59×
Fig. 06

Affinity by region

Affinity by region — Huel, United States
0.59×1.00×1.54×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Huel audience
#·InterestCategoryAffinity×
01Brico DépôtShopping55.63×
02Hydro FlaskHome & Garden23.11×
03Optimum NutritionHealth13.35×
04Avan JogiaMovies & TV12.64×
05EndocrinologyHealth11.70×
06International educationBusiness & Career7.06×
07Blood vesselHealth6.67×
08High-intensity interval trainingSports5.50×
09GNC (store)Shopping4.91×
10Restaurant DepotFood & Beverages4.62×
11Tropical Smoothie CafeFood & Beverages4.51×
12CholesterolFood & Beverages4.05×
13Web serverTechnology & Electronics3.80×
14FedExBusiness & Career2.19×
15VeganismFood & Beverages1.90×
16Dollar TreeShopping1.72×
17Google MapsInternet & Social Media1.67×
18PinterestInternet & Social Media1.65×
19Planet FitnessSports1.64×
20BarbecueFood & Beverages1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Huel 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 Huel audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.74×
IndulgenceJOY1.56×
Convenience OrientationPREMIUM1.50×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Huel audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.98×
DIY MentalityTHRILL1.00×
ExtroversionTHRILL1.02×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Huel's target market in United States?

Huel's target market in United States covers an estimated 881,236 people, concentrated in California and Texas.

02

What is the gender split and age of Huel customers?

53.8% of the Huel audience are female, 46.2% are male, with an average age of 38.3 years.

03

Which brands do Huel fans like most?

Huel fans show strongest brand affinity for Hydro Flask (23.11×), Avan Jogia (12.64×), and Optimum Nutrition (13.35×) over the country average.

04

Where do Huel fans live in United States?

Huel fans in United States are most concentrated in California (reach ~100K), Texas (reach ~60K), and New York (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Huel fans also like?

Beyond Huel itself, the audience over-indexes on Avan Jogia (12.64×), Optimum Nutrition (13.35×), High-intensity interval training (5.5×), and Endocrinology (11.7×) compared to the United States average.

Appendix

Explore more audiences

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

More Nutrition audiences in United States

See Huel audiences in other countries

How to read this data

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