Rascasse Audience Intelligence

Instacart Target Market in United States

A data profile of the people who buy, follow and care about Instacart in United States — modelled from more than twelve digital signal sources. Instacart has an estimated audience of 19,645,635 people in United States.

#169among Brand in United States#31in Internet & Social Media

The average Instacart fan in United States is 38.5 years old, balanced, and lives primarily in California.

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

Top brand affinities include Planet Fitness, Big wave surfing, Obsessed (2009 film), with strongest over-indexing on Planet Fitness (1.82× the country average).

Demographically, the Instacart audience skews balanced with an average age of 38.5, and over-indexes on personality traits such as Indulgence, Urban Lifestyle.

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

The typical Instacart fan in United States is balanced, around 38.5 years old, with strong Indulgence tendencies and a notable affinity for Planet Fitness.

Category: Internet & Social Media · 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 Instacart profile in United States.

Audience size
19.6M
in United States
Gender
51.0%♀
49.0% male
Age
38.5
average years
Country rank
#1687
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 Instacart

51.0% are female, 49.0% are male, average age 38.5.

Fig. 02

Gender split

51.0%
Female
49.0%
Male
Demographic split for Instacart audience in United States
MetricValue
Female51.0%
Male49.0%
Average age38.5
Estimated audience size19,645,635
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Instacart audience in United States
Age bracketShare%
16-1922%
20-2920%
30-3919%
40-4919%
50+20%
Fig. 04

Worldwide distribution

84.7%

of the worldwide Instacart audience comes from United States.

Worldwide audience distribution share by country for Instacart
CountryShare
United States84.7%
Canada8.4%
India1.5%
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 Instacart audience in United States is strongest.

Fig. 05

Top regions by affinity

Instacart customers by region in United States
#RegionReachAffinity×
01New York~2M1.73×
02Maryland~600K1.66×
03Connecticut~300K1.66×
04Florida~2M1.64×
05Georgia~1M1.61×
06Washington, District of Columbia~90K1.61×
07South Carolina~400K1.46×
08North Carolina~800K1.44×
09New Jersey~700K1.44×
10Massachusetts~500K1.39×
11Virginia~600K1.34×
12California~3M1.28×
13Delaware~70K1.28×
14Pennsylvania~800K1.24×
15Tennessee~500K1.23×
16Missouri~400K1.17×
17Illinois~700K1.15×
18Oregon~300K1.14×
19Washington~400K1.08×
20Alabama~300K1.06×
21Rhode Island~60K1.04×
22Vermont~40K1.02×
23Nevada~200K1.01×
24New Hampshire~80K1.01×
25Ohio~600K1.00×
26Michigan~500K0.97×
27Indiana~300K0.94×
28Arizona~400K0.93×
29Wisconsin~300K0.89×
30Alaska~40K0.88×
31Minnesota~200K0.86×
32Louisiana~200K0.86×
33Colorado~200K0.81×
34Hawaii~70K0.81×
35Kentucky~200K0.79×
36West Virginia~70K0.75×
37Texas~1M0.74×
38Kansas~100K0.72×
39Mississippi~100K0.68×
40Idaho~70K0.68×
41Utah~100K0.65×
42New Mexico~60K0.65×
43Maine~40K0.64×
44Oklahoma~100K0.63×
45Arkansas~100K0.61×
46Montana~30K0.59×
47Nebraska~50K0.55×
48North Dakota~20K0.55×
49Iowa~80K0.53×
50South Dakota~20K0.34×
Fig. 06

Affinity by region

Affinity by region — Instacart, United States
0.34×1.00×1.73×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Instacart audience
#·InterestCategoryAffinity×
01Delivery HeroFood & Beverages31.81×
02University of IdahoBusiness & Career24.06×
03Big wave surfingSports12.81×
04FiberglassTechnology & Electronics3.85×
05AllstateBusiness & Career3.62×
06Obsessed (2009 film)Movies & TV3.32×
07RumFood & Beverages2.74×
08Online food orderingFood & Beverages2.69×
09UberCars & Mobility2.62×
10InnovationBusiness & Career2.40×
11Enterprise Rent-A-CarCars & Mobility2.25×
12NASDAQBusiness & Career1.97×
13Planet FitnessSports1.82×
14DoordashFood & Beverages1.79×
15KFCFood & Beverages1.70×
16Pizza HutFood & Beverages1.69×
17Bass guitarMusic & Radio1.57×
18NBA FinalsSports1.55×
197-ElevenShopping1.54×
20Wendy'sFood & Beverages1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Instacart 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 Instacart audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.93×
Urban LifestyleOPEN1.63×
Career OrientationPOWER1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Instacart audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.88×
Pet OwnershipJOY0.88×
PatriotismCONSERVATISM0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Instacart's target market in United States?

Instacart's target market in United States covers an estimated 19,645,635 people, concentrated in California and Florida.

02

What is the gender split and age of Instacart customers?

51.0% of the Instacart audience are female, 49.0% are male, with an average age of 38.5 years.

03

Which brands do Instacart fans like most?

Instacart fans show strongest brand affinity for Planet Fitness (1.82×), Big wave surfing (12.81×), and Obsessed (2009 film) (3.32×) over the country average.

04

Where do Instacart fans live in United States?

Instacart fans in United States are most concentrated in California (reach ~3M), Florida (reach ~2M), and New York (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Instacart fans also like?

Beyond Instacart itself, the audience over-indexes on Big wave surfing (12.81×), Obsessed (2009 film) (3.32×), Innovation (2.4×), and Pizza Hut (1.69×) compared to the United States average.

Appendix

Explore more audiences

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

More Internet & Social Media audiences in United States

See Instacart audiences in other countries

How to read this data

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