Rascasse Audience Intelligence

iHerb Target Market in United States

A data profile of the people who buy, follow and care about iHerb in United States — modelled from more than twelve digital signal sources. iHerb has an estimated audience of 1,749,401 people in United States.

#3among Nutrition in United States#1624among Brand in United States#539in Health

The average iHerb fan in United States is 38.7 years old, balanced, and lives primarily in California.

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

Top brand affinities include US Open (tennis), CVS Pharmacy, Walgreens, with strongest over-indexing on US Open (tennis) (4.84× the country average).

Demographically, the iHerb audience skews balanced with an average age of 38.7, and over-indexes on personality traits such as Indulgence, Patriotism.

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

The typical iHerb fan in United States is balanced, around 38.7 years old, with strong Indulgence tendencies and a notable affinity for US Open (tennis).

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 iHerb profile in United States.

Audience size
1.7M
in United States
Gender
47.1%♀
52.9% male
Age
38.7
average years
Country rank
#15802
Brand in United States
Fig. 01

Search interest · 12-month trend

+45%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of iHerb

47.1% are female, 52.9% are male, average age 38.7.

Fig. 02

Gender split

47.1%
Female
52.9%
Male
Demographic split for iHerb audience in United States
MetricValue
Female47.1%
Male52.9%
Average age38.7
Estimated audience size1,749,401
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the iHerb audience in United States
Age bracketShare%
16-1925%
20-2915%
30-3919%
40-4921%
50+21%
Fig. 04

Worldwide distribution

8.3%

of the worldwide iHerb audience comes from United States.

Worldwide audience distribution share by country for iHerb
CountryShare
Japan15.1%
United States8.3%
Australia6.8%
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 iHerb audience in United States is strongest.

Fig. 05

Top regions by affinity

iHerb customers by region in United States
#RegionReachAffinity×
01New York~200K1.79×
02California~300K1.71×
03New Jersey~70K1.57×
04Pennsylvania~80K1.49×
05Washington~50K1.44×
06Illinois~80K1.41×
07Washington, District of Columbia~7K1.40×
08Vermont~4K1.37×
09Oregon~30K1.35×
10Massachusetts~40K1.27×
11Connecticut~20K1.18×
12Hawaii~8K1.18×
13Maryland~30K1.13×
14New Hampshire~7K1.12×
15Maine~7K1.11×
16Virginia~40K1.09×
17Florida~100K1.07×
18Nevada~20K1.04×
19Delaware~4K0.99×
20Alaska~3K0.98×
21Georgia~50K0.97×
22Michigan~40K0.97×
23Idaho~8K0.96×
24Arizona~30K0.95×
25Wisconsin~20K0.94×
26Montana~4K0.94×
27North Carolina~50K0.93×
28Rhode Island~5K0.93×
29Colorado~20K0.89×
30Minnesota~20K0.89×
31Ohio~40K0.88×
32New Mexico~7K0.87×
33South Dakota~3K0.87×
34Tennessee~30K0.84×
35Kentucky~20K0.83×
36South Carolina~20K0.81×
37West Virginia~6K0.81×
38North Dakota~3K0.79×
39Texas~100K0.78×
40Indiana~20K0.77×
41Missouri~20K0.75×
42Alabama~20K0.75×
43Iowa~10K0.74×
44Utah~10K0.73×
45Arkansas~10K0.72×
46Louisiana~10K0.70×
47Kansas~9K0.70×
48Nebraska~6K0.70×
49Mississippi~9K0.66×
50Oklahoma~10K0.64×
Fig. 06

Affinity by region

Affinity by region — iHerb, United States
0.64×1.00×1.79×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for iHerb audience
#·InterestCategoryAffinity×
01Bordeaux wineFood & Beverages7.08×
02Creed (band)Music & Radio6.94×
03MojitoFood & Beverages6.46×
04KérastaseBeauty & Wellness5.22×
05US Open (tennis)Sports4.84×
06MargaritaFood & Beverages4.02×
07Michigan LotteryGames3.29×
08Anytime FitnessSports2.38×
09CVS PharmacyShopping2.19×
10Bath and BodyworksShopping2.12×
11Non-alcoholic beverageFood & Beverages1.94×
12WingstopFood & Beverages1.91×
13WalgreensShopping1.80×
14WhataburgerFood & Beverages1.74×
15FacialBeauty & Wellness1.66×
16InnovationBusiness & Career1.63×
17ULTA BeautyBeauty & Wellness1.53×
18Diane KeatonMovies & TV1.53×
19Discount storesShopping1.52×
20Renewable energyBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the iHerb 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 iHerb audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.71×
PatriotismCONSERVATISM1.41×
Family OrientationCONSERVATISM1.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by iHerb audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.99×
TraditionCONSERVATISM1.00×
CreativityOPEN1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is iHerb's target market in United States?

iHerb's target market in United States covers an estimated 1,749,401 people, concentrated in California and New York.

02

What is the gender split and age of iHerb customers?

47.1% of the iHerb audience are female, 52.9% are male, with an average age of 38.7 years.

03

Which brands do iHerb fans like most?

iHerb fans show strongest brand affinity for US Open (tennis) (4.84×), CVS Pharmacy (2.19×), and Walgreens (1.8×) over the country average.

04

Where do iHerb fans live in United States?

iHerb fans in United States are most concentrated in California (reach ~300K), New York (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do iHerb fans also like?

Beyond iHerb itself, the audience over-indexes on CVS Pharmacy (2.19×), Walgreens (1.8×), Creed (band) (6.94×), and Wingstop (1.91×) 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 iHerb audiences in other countries

How to read this data

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