Rascasse Audience Intelligence

Instant Pot Target Market in United States

A data profile of the people who buy, follow and care about Instant Pot in United States — modelled from more than twelve digital signal sources. Instant Pot has an estimated audience of 2,732,410 people in United States.

#4among Domestic appliances in United States#1133among Brand in United States#676in Home & Garden

The average Instant Pot fan in United States is 39.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Kitchen knife, Trader Joe's, Natural foods, with strongest over-indexing on Kitchen knife (8.33× the country average).

Demographically, the Instant Pot audience skews more female with an average age of 39.2, and over-indexes on personality traits such as Indulgence, Convenience Orientation.

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

The typical Instant Pot fan in United States is more female, around 39.2 years old, with strong Indulgence tendencies and a notable affinity for Kitchen knife.

Category: Home & Garden · Type: Brand · Subtype: Domestic appliances

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 Instant Pot profile in United States.

Audience size
2.7M
in United States
Gender
64.8%♀
35.2% male
Age
39.2
average years
Country rank
#11108
Brand in United States
Fig. 01

Search interest · 12-month trend

+19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Instant Pot

64.8% are female, 35.2% are male, average age 39.2.

Fig. 02

Gender split

64.8%
Female
35.2%
Male
Demographic split for Instant Pot audience in United States
MetricValue
Female64.8%
Male35.2%
Average age39.2
Estimated audience size2,732,410
Fig. 03

Age distribution

Ø 39.2
average years
Age distribution of the Instant Pot audience in United States
Age bracketShare%
16-1920%
20-2920%
30-3920%
40-4920%
50+21%
Fig. 04

Worldwide distribution

49.5%

of the worldwide Instant Pot audience comes from United States.

Worldwide audience distribution share by country for Instant Pot
CountryShare
United States49.5%
Canada9.9%
United Kingdom6.1%
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 Instant Pot audience in United States is strongest.

Fig. 05

Top regions by affinity

Instant Pot customers by region in United States
#RegionReachAffinity×
01Washington~70K1.27×
02Oregon~40K1.26×
03Idaho~20K1.26×
04Hawaii~10K1.26×
05Alaska~7K1.24×
06New Mexico~20K1.23×
07Montana~9K1.19×
08Colorado~50K1.15×
09Vermont~5K1.10×
10Texas~200K1.07×
11Utah~30K1.07×
12Michigan~70K1.05×
13North Carolina~80K1.04×
14Arizona~60K1.04×
15Wisconsin~40K1.03×
16Arkansas~20K1.03×
17West Virginia~10K1.03×
18Virginia~70K1.02×
19Tennessee~50K1.02×
20Kansas~20K1.01×
21Indiana~50K0.99×
22Missouri~40K0.99×
23Oklahoma~30K0.99×
24South Dakota~6K0.99×
25California~300K0.98×
26Minnesota~40K0.97×
27Kentucky~30K0.97×
28Georgia~80K0.96×
29Alabama~40K0.96×
30Iowa~20K0.95×
31North Dakota~5K0.95×
32Louisiana~30K0.94×
33New Hampshire~10K0.94×
34Maine~9K0.94×
35Illinois~80K0.93×
36Florida~200K0.92×
37Ohio~70K0.92×
38South Carolina~40K0.92×
39Pennsylvania~80K0.91×
40New Jersey~60K0.90×
41Massachusetts~50K0.89×
42Nebraska~10K0.89×
43Mississippi~20K0.88×
44Maryland~40K0.87×
45Connecticut~20K0.86×
46Nevada~20K0.86×
47Delaware~6K0.84×
48Rhode Island~7K0.79×
49New York~100K0.78×
50Washington, District of Columbia~5K0.69×
Fig. 06

Affinity by region

Affinity by region — Instant Pot, United States
0.69×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Instant Pot audience
#·InterestCategoryAffinity×
01Kitchen knifeHome & Garden8.33×
02Natural foodsFood & Beverages4.61×
03QVCMovies & TV3.66×
04Weather forecastingHome & Garden3.40×
05Discount storesShopping2.74×
06Trader Joe'sShopping2.56×
07Renewable energyBusiness & Career2.55×
08MoisturizerHome & Garden2.34×
09FedExBusiness & Career2.11×
10Shopping mallsShopping2.03×
11Organic foodFood & Beverages1.91×
12Mortgage loansBusiness & Career1.87×
13SubwayFood & Beverages1.87×
14Pizza HutFood & Beverages1.85×
15PinterestInternet & Social Media1.78×
16SupermarketShopping1.76×
17IKEAHome & Garden1.70×
18AirbnbTravel & Leisure1.63×
19BarbecueFood & Beverages1.58×
20McDonald'sFood & Beverages1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Instant Pot 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 Instant Pot audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.16×
Convenience OrientationPREMIUM1.87×
Family OrientationCONSERVATISM1.79×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Instant Pot audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.94×
Early Adopter MentalityPOWER0.97×
Social Media UsageJOY1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Instant Pot's target market in United States?

Instant Pot's target market in United States covers an estimated 2,732,410 people, concentrated in California and Texas.

02

What is the gender split and age of Instant Pot customers?

64.8% of the Instant Pot audience are female, 35.2% are male, with an average age of 39.2 years.

03

Which brands do Instant Pot fans like most?

Instant Pot fans show strongest brand affinity for Kitchen knife (8.33×), Trader Joe's (2.56×), and Natural foods (4.61×) over the country average.

04

Where do Instant Pot fans live in United States?

Instant Pot 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 Instant Pot fans also like?

Beyond Instant Pot itself, the audience over-indexes on Trader Joe's (2.56×), Natural foods (4.61×), Discount stores (2.74×), and Pinterest (1.78×) compared to the United States average.

Appendix

Explore more audiences

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

More Domestic appliances audiences in United States

See Instant Pot audiences in other countries

How to read this data

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