Rascasse Audience Intelligence

Masala chai Audience in United States

A data profile of the people who buy, follow and care about Masala chai in United States — modelled from more than twelve digital signal sources. Masala chai has an estimated audience of 835,247 people in United States.

#56among Beverage in United States#9352among Topic in United States#1480in Food & Beverages

The average Masala chai fan in United States is 37.5 years old, more female, and lives primarily in California.

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

Top brand affinities include Sustainable energy, Organic food, Pinterest, with strongest over-indexing on Sustainable energy (4.67× the country average).

Demographically, the Masala chai audience skews more female with an average age of 37.5, and over-indexes on personality traits such as Sustainability, Convenience Orientation.

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

The typical Masala chai fan in United States is more female, around 37.5 years old, with strong Sustainability tendencies and a notable affinity for Sustainable energy.

Category: Food & Beverages · Type: Topic · Subtype: Beverage

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 Masala chai profile in United States.

Audience size
835K
in United States
Gender
70.6%♀
29.4% male
Age
37.5
average years
Country rank
#26676
Topic in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Masala chai fans

70.6% are female, 29.4% are male, average age 37.5.

Fig. 02

Gender split

70.6%
Female
29.4%
Male
Demographic split for Masala chai audience in United States
MetricValue
Female70.6%
Male29.4%
Average age37.5
Estimated audience size835,247
Fig. 03

Age distribution

Ø 37.5
average years
Age distribution of the Masala chai audience in United States
Age bracketShare%
16-1922%
20-2922%
30-3921%
40-4920%
50+15%
Fig. 04

Worldwide distribution

31.3%

of the worldwide Masala chai audience comes from United States.

Worldwide audience distribution share by country for Masala chai
CountryShare
United States31.3%
India16.3%
Japan7.3%
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 Masala chai audience in United States is strongest.

Fig. 05

Top regions by affinity

Masala chai fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~3K1.36×
02Washington~20K1.35×
03New York~60K1.33×
04Illinois~40K1.26×
05Massachusetts~20K1.24×
06Oregon~10K1.24×
07Virginia~20K1.19×
08New Jersey~20K1.17×
09Maryland~20K1.17×
10California~100K1.14×
11Minnesota~10K1.12×
12Connecticut~9K1.12×
13Vermont~2K1.10×
14North Carolina~30K1.09×
15Pennsylvania~30K1.08×
16Kansas~7K1.08×
17Utah~8K1.07×
18Hawaii~4K1.07×
19Wisconsin~10K1.06×
20Colorado~10K1.05×
21Maine~3K1.05×
22Alaska~2K1.05×
23Missouri~10K1.02×
24Texas~70K1.01×
25New Hampshire~3K1.00×
26Rhode Island~3K1.00×
27Montana~2K0.97×
28Georgia~20K0.96×
29Iowa~7K0.96×
30Nebraska~4K0.96×
31Ohio~20K0.95×
32Indiana~10K0.95×
33Idaho~4K0.95×
34Delaware~2K0.95×
35Michigan~20K0.93×
36Tennessee~20K0.93×
37North Dakota~2K0.93×
38Nevada~7K0.91×
39Arkansas~6K0.91×
40New Mexico~4K0.89×
41South Dakota~2K0.88×
42Arizona~10K0.87×
43Oklahoma~8K0.87×
44Florida~50K0.85×
45South Carolina~10K0.84×
46West Virginia~3K0.82×
47Kentucky~8K0.81×
48Louisiana~8K0.76×
49Alabama~9K0.75×
50Mississippi~5K0.73×
Fig. 06

Affinity by region

Affinity by region — Masala chai, United States
0.73×1.00×1.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Masala chai audience
#·InterestCategoryAffinity×
01Sustainable energyHome & Garden4.67×
02CappuccinoFood & Beverages4.67×
03QVCMovies & TV3.90×
04Renewable energyBusiness & Career3.69×
05SmoothieFood & Beverages3.46×
06Non-alcoholic beverageFood & Beverages3.38×
07Discount storesShopping2.99×
08FedExBusiness & Career2.69×
09Organic foodFood & Beverages2.60×
10Shopping mallsShopping2.36×
11Trader Joe'sShopping2.27×
12IKEAHome & Garden2.12×
13AirbnbTravel & Leisure2.11×
14PinterestInternet & Social Media2.04×
15Mortgage loansBusiness & Career2.03×
16SubwayFood & Beverages2.03×
17StarbucksFood & Beverages1.98×
18Pizza HutFood & Beverages1.98×
19McDonald'sFood & Beverages1.80×
20FurnitureHome & Garden1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Masala chai 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 Masala chai audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.83×
Convenience OrientationPREMIUM1.77×
Urban LifestyleOPEN1.61×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Masala chai audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.88×
PatriotismCONSERVATISM0.90×
Pet OwnershipJOY0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Masala chai have in United States?

Masala chai has an estimated audience of 835,247 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Masala chai fans?

70.6% of Masala chai fans are female, 29.4% are male, with an average age of 37.5 years.

03

Which brands do Masala chai fans like most?

Masala chai fans show strongest brand affinity for Sustainable energy (4.67×), Organic food (2.6×), and Pinterest (2.04×) over the country average.

04

Where do Masala chai fans live in United States?

Masala chai fans in United States are most concentrated in California (reach ~100K), Texas (reach ~70K), and New York (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Masala chai fans also like?

Beyond Masala chai itself, the audience over-indexes on Organic food (2.6×), Pinterest (2.04×), Discount stores (2.99×), and Renewable energy (3.69×) compared to the United States average.

Appendix

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How to read this data

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