Rascasse Audience Intelligence

Online grocer Audience in United States

A data profile of the people who buy, follow and care about Online grocer in United States — modelled from more than twelve digital signal sources. Online grocer has an estimated audience of 10,972,953 people in United States.

#85among Touchpoint in United States#100in Shopping

The average Online grocer fan in United States is 39.8 years old, more female, and lives primarily in New York.

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

Top brand affinities include QVC, Discount stores, FedEx, with strongest over-indexing on QVC (6.33× the country average).

Demographically, the Online grocer audience skews more female with an average age of 39.8, and over-indexes on personality traits such as Family Orientation, Convenience Orientation.

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

The typical Online grocer fan in United States is more female, around 39.8 years old, with strong Family Orientation tendencies and a notable affinity for QVC.

Category: Shopping · Type: Touchpoint

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 Online grocer profile in United States.

Audience size
11M
in United States
Gender
60.5%♀
39.5% male
Age
39.8
average years
Country rank
#3263
Touchpoint in United States
Fig. 01

Search interest · 12-month trend

-35%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Online grocer fans

60.5% are female, 39.5% are male, average age 39.8.

Fig. 02

Gender split

60.5%
Female
39.5%
Male
Demographic split for Online grocer audience in United States
MetricValue
Female60.5%
Male39.5%
Average age39.8
Estimated audience size10,972,953
Fig. 03

Age distribution

Ø 39.8
average years
Age distribution of the Online grocer audience in United States
Age bracketShare%
16-1921%
20-2918%
30-3919%
40-4920%
50+24%
Fig. 04

Worldwide distribution

25.6%

of the worldwide Online grocer audience comes from United States.

Worldwide audience distribution share by country for Online grocer
CountryShare
United States25.6%
Japan12.3%
India8.7%
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 Online grocer audience in United States is strongest.

Fig. 05

Top regions by affinity

Online grocer fans by region: top regions in United States
#RegionReachAffinity×
01New York~5M8.03×
02Montana~200K5.47×
03Connecticut~400K3.27×
04Idaho~100K2.69×
05New Jersey~500K1.86×
06Massachusetts~400K1.64×
07Missouri~200K1.34×
08Washington~300K1.15×
09Vermont~20K1.07×
10Colorado~200K1.02×
11Alaska~20K1.01×
12North Dakota~20K1.00×
13South Dakota~20K0.97×
14Delaware~30K0.96×
15Maine~40K0.94×
16Illinois~300K0.92×
17West Virginia~50K0.92×
18Rhode Island~30K0.92×
19Indiana~200K0.91×
20New Hampshire~40K0.91×
21Iowa~80K0.90×
22Mississippi~80K0.90×
23Kansas~80K0.90×
24Nebraska~50K0.89×
25Hawaii~40K0.89×
26Louisiana~100K0.88×
27Arkansas~80K0.88×
28Washington, District of Columbia~30K0.88×
29New Mexico~50K0.87×
30Oregon~100K0.85×
31Wisconsin~100K0.84×
32Oklahoma~100K0.83×
33Kentucky~100K0.82×
34Minnesota~100K0.81×
35Pennsylvania~300K0.79×
36Alabama~100K0.79×
37Utah~80K0.79×
38Maryland~100K0.78×
39Nevada~80K0.78×
40Georgia~300K0.77×
41South Carolina~100K0.77×
42North Carolina~200K0.74×
43Tennessee~200K0.73×
44Ohio~200K0.71×
45Michigan~200K0.71×
46Virginia~200K0.71×
47Arizona~200K0.68×
48Florida~500K0.62×
49California~700K0.61×
50Texas~500K0.55×
Fig. 06

Affinity by region

Affinity by region — Online grocer, United States
0.55×1.00×8.03×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Online grocer audience
#·InterestCategoryAffinity×
01Sunday BrunchKids & Family7.60×
02JudaismPolitics & Society6.66×
03QVCMovies & TV6.33×
04Red wineFood & Beverages6.25×
05Outback SteakhouseFood & Beverages5.17×
06Sustainable energyHome & Garden5.01×
07BrunchFood & Beverages4.74×
08Weather forecastingHome & Garden4.69×
09FedExBusiness & Career4.55×
10Renewable energyBusiness & Career4.34×
11Discount storesShopping4.31×
12PublixShopping3.31×
13Mortgage loansBusiness & Career3.30×
14Pizza HutFood & Beverages3.25×
15Shopping mallsShopping2.97×
16SubwayFood & Beverages2.75×
17McDonald'sFood & Beverages2.71×
18Trader Joe'sShopping2.52×
19Organic foodFood & Beverages2.52×
20PinterestInternet & Social Media2.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Online grocer 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 Online grocer audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM2.93×
Convenience OrientationPREMIUM2.88×
SpiritualityBALANCE2.13×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Online grocer audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.83×
DIY MentalityTHRILL0.85×
Risk AppetiteTHRILL0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Online grocer have in United States?

Online grocer has an estimated audience of 10,972,953 people in United States, concentrated in New York and California.

02

What is the gender split and age of Online grocer fans?

60.5% of Online grocer fans are female, 39.5% are male, with an average age of 39.8 years.

03

Which brands do Online grocer fans like most?

Online grocer fans show strongest brand affinity for QVC (6.33×), Discount stores (4.31×), and FedEx (4.55×) over the country average.

04

Where do Online grocer fans live in United States?

Online grocer fans in United States are most concentrated in New York (reach ~5M), California (reach ~700K), and Texas (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Online grocer fans also like?

Beyond Online grocer itself, the audience over-indexes on Discount stores (4.31×), FedEx (4.55×), Pizza Hut (3.25×), and Mortgage loans (3.3×) compared to the United States average.

Appendix

Explore more audiences

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

More Shopping audiences in United States

See Online grocer audiences in other countries

How to read this data

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