Rascasse Audience Intelligence

Matcha Audience in United States

A data profile of the people who buy, follow and care about Matcha in United States — modelled from more than twelve digital signal sources. Matcha has an estimated audience of 3,825,289 people in United States.

#28among Beverage in United States#4425among Topic in United States#535in Food & Beverages

The average Matcha 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 Food and drink, Shoes, Hair products, with strongest over-indexing on Food and drink (1.54× the country average).

Demographically, the Matcha audience skews more female with an average age of 37.5, and over-indexes on personality traits such as Indulgence, Design Affinity.

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

The typical Matcha fan in United States is more female, around 37.5 years old, with strong Indulgence tendencies and a notable affinity for Food and drink.

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 Matcha profile in United States.

Audience size
3.8M
in United States
Gender
68.4%♀
31.6% male
Age
37.5
average years
Country rank
#8331
Topic in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Matcha fans

68.4% are female, 31.6% are male, average age 37.5.

Fig. 02

Gender split

68.4%
Female
31.6%
Male
Demographic split for Matcha audience in United States
MetricValue
Female68.4%
Male31.6%
Average age37.5
Estimated audience size3,825,289
Fig. 03

Age distribution

Ø 37.5
average years
Age distribution of the Matcha audience in United States
Age bracketShare%
16-1925%
20-2920%
30-3918%
40-4918%
50+19%
Fig. 04

Worldwide distribution

10.0%

of the worldwide Matcha audience comes from United States.

Worldwide audience distribution share by country for Matcha
CountryShare
Japan31.5%
United States10.0%
Taiwan7.9%
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 Matcha audience in United States is strongest.

Fig. 05

Top regions by affinity

Matcha fans by region: top regions in United States
#RegionReachAffinity×
01Hawaii~50K2.85×
02California~1M2.32×
03New York~400K1.92×
04Washington~100K1.64×
05Texas~500K1.53×
06Washington, District of Columbia~20K1.43×
07Nevada~50K1.36×
08Oregon~60K1.30×
09Massachusetts~90K1.23×
10Illinois~200K1.19×
11Arizona~90K1.18×
12Florida~300K1.16×
13New Jersey~100K1.14×
14Maryland~70K1.08×
15Virginia~100K1.05×
16Georgia~100K1.03×
17Utah~30K0.97×
18Colorado~60K0.95×
19Pennsylvania~100K0.94×
20North Carolina~100K0.94×
21Louisiana~50K0.92×
22Connecticut~40K0.92×
23New Hampshire~10K0.92×
24New Mexico~20K0.91×
25Minnesota~50K0.88×
26Rhode Island~10K0.88×
27Michigan~80K0.85×
28Oklahoma~40K0.83×
29Kansas~20K0.82×
30Tennessee~60K0.81×
31South Carolina~50K0.80×
32Maine~10K0.80×
33Ohio~90K0.79×
34Missouri~50K0.79×
35Arkansas~20K0.79×
36Indiana~50K0.78×
37Nebraska~10K0.77×
38Alaska~6K0.77×
39Idaho~10K0.75×
40Delaware~8K0.75×
41Vermont~5K0.75×
42Wisconsin~40K0.73×
43Iowa~20K0.73×
44Kentucky~30K0.71×
45Montana~8K0.71×
46Alabama~40K0.70×
47South Dakota~6K0.69×
48Mississippi~20K0.67×
49North Dakota~5K0.67×
50West Virginia~10K0.63×
Fig. 06

Affinity by region

Affinity by region — Matcha, United States
0.63×1.00×2.85×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Matcha audience
#·InterestCategoryAffinity×
01Philippine cuisineFood & Beverages15.16×
02Green teaFood & Beverages4.82×
03AritziaFashion & Accessoires2.61×
04AnthropologieShopping2.28×
05Trader Joe'sShopping2.15×
06Anime conventionLiterature2.01×
07ShoesFashion & Accessoires1.97×
08Hair productsBeauty & Wellness1.95×
09Nordstrom rackFashion & Accessoires1.89×
10TeaFood & Beverages1.79×
11Macy'sShopping1.69×
12Self careHealth1.68×
13ULTA BeautyBeauty & Wellness1.67×
14StarbucksFood & Beverages1.64×
15Whole Foods MarketShopping1.63×
16SephoraShopping1.62×
17NordstromShopping1.56×
18RestaurantsFood & Beverages1.55×
19Food and drinkFood & Beverages1.54×
20Sales promotionShopping1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Matcha 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 Matcha audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.41×
Design AffinityPREMIUM1.41×
SustainabilityBALANCE1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Matcha audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.62×
Need for SecurityCONSERVATISM0.82×
Risk AppetiteTHRILL0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Matcha have in United States?

Matcha has an estimated audience of 3,825,289 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Matcha fans?

68.4% of Matcha fans are female, 31.6% are male, with an average age of 37.5 years.

03

Which brands do Matcha fans like most?

Matcha fans show strongest brand affinity for Food and drink (1.54×), Shoes (1.97×), and Hair products (1.95×) over the country average.

04

Where do Matcha fans live in United States?

Matcha fans in United States are most concentrated in California (reach ~1M), Texas (reach ~500K), and New York (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Matcha fans also like?

Beyond Matcha itself, the audience over-indexes on Shoes (1.97×), Hair products (1.95×), Restaurants (1.55×), and Trader Joe's (2.15×) compared to the United States average.

Appendix

Explore more audiences

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

More Beverage audiences in United States

See Matcha audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →