Rascasse Audience Intelligence

Paste (food) Audience in United States

A data profile of the people who buy, follow and care about Paste (food) in United States — modelled from more than twelve digital signal sources. Paste (food) has an estimated audience of 2,408,662 people in United States.

#23among Spice in United States#5731among Topic in United States#746in Food & Beverages

The average Paste (food) fan in United States is 39.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Kelly Osbourne, BevMo!, Kroger, with strongest over-indexing on Kelly Osbourne (6.62× the country average).

Demographically, the Paste (food) audience skews more female with an average age of 39.9, and over-indexes on personality traits such as Career Orientation, Price Sensitivity.

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

The typical Paste (food) fan in United States is more female, around 39.9 years old, with strong Career Orientation tendencies and a notable affinity for Kelly Osbourne.

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

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 Paste (food) profile in United States.

Audience size
2.4M
in United States
Gender
61.2%♀
38.8% male
Age
39.9
average years
Country rank
#12251
Topic in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Paste (food) fans

61.2% are female, 38.8% are male, average age 39.9.

Fig. 02

Gender split

61.2%
Female
38.8%
Male
Demographic split for Paste (food) audience in United States
MetricValue
Female61.2%
Male38.8%
Average age39.9
Estimated audience size2,408,662
Fig. 03

Age distribution

Ø 39.9
average years
Age distribution of the Paste (food) audience in United States
Age bracketShare%
16-1918%
20-2918%
30-3920%
40-4923%
50+20%
Fig. 04

Worldwide distribution

16.0%

of the worldwide Paste (food) audience comes from United States.

Worldwide audience distribution share by country for Paste (food)
CountryShare
United States16.0%
Thailand12.8%
Taiwan6.8%
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 Paste (food) audience in United States is strongest.

Fig. 05

Top regions by affinity

Paste (food) fans by region: top regions in United States
#RegionReachAffinity×
01Washington~70K1.51×
02California~300K1.30×
03Nevada~30K1.17×
04Texas~200K1.16×
05Alabama~40K1.14×
06Indiana~50K1.12×
07Georgia~80K1.11×
08Louisiana~30K1.10×
09North Carolina~80K1.09×
10Oregon~30K1.09×
11Oklahoma~30K1.08×
12Arizona~50K1.07×
13Kansas~20K1.07×
14Tennessee~50K1.06×
15Arkansas~20K1.06×
16Mississippi~20K1.06×
17Nebraska~10K1.06×
18Utah~20K1.03×
19Illinois~80K1.02×
20South Carolina~40K1.02×
21New York~100K1.01×
22Maryland~40K1.01×
23Kentucky~30K1.01×
24Florida~200K1.00×
25Michigan~60K1.00×
26Virginia~60K1.00×
27Iowa~20K1.00×
28Idaho~10K0.99×
29Missouri~40K0.98×
30Wisconsin~40K0.97×
31Minnesota~30K0.97×
32Hawaii~10K0.96×
33South Dakota~5K0.96×
34Alaska~5K0.96×
35Pennsylvania~80K0.95×
36Massachusetts~50K0.95×
37New Mexico~10K0.95×
38West Virginia~10K0.95×
39Rhode Island~7K0.95×
40New Jersey~60K0.94×
41Connecticut~20K0.94×
42Montana~6K0.94×
43North Dakota~5K0.93×
44Vermont~4K0.93×
45Delaware~6K0.91×
46Ohio~70K0.90×
47Colorado~30K0.89×
48Maine~8K0.89×
49Washington, District of Columbia~6K0.87×
50New Hampshire~8K0.86×
Fig. 06

Affinity by region

Affinity by region — Paste (food), United States
0.86×1.00×1.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Paste (food) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Paste (food) audience
#·InterestCategoryAffinity×
01SmuleMusic & Radio10.09×
02ColumboMovies & TV10.09×
03BevMo!Shopping7.05×
04Kelly OsbourneMusic & Radio6.62×
05Naked WinesFood & Beverages6.44×
06New York LotteryGames4.28×
07Direct sellingFashion & Accessoires4.24×
08Meg RyanMovies & TV4.13×
09Affiliate marketingBusiness & Career2.93×
10Sustainable energyHome & Garden1.97×
11DoughFood & Beverages1.91×
12PublixShopping1.89×
13Microwave ovenHome & Garden1.84×
14KrogerFood & Beverages1.68×
15Real propertyHome & Garden1.68×
16CookbookFood & Beverages1.67×
17InnovationBusiness & Career1.62×
18Discount storesShopping1.61×
19IHOPFood & Beverages1.58×
20Five BelowShopping1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Paste (food) 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 Paste (food) audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.48×
Price SensitivityPREMIUM1.35×
Convenience OrientationPREMIUM1.33×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Paste (food) audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.85×
Luxury OrientationPREMIUM0.89×
TraditionCONSERVATISM0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Paste (food) have in United States?

Paste (food) has an estimated audience of 2,408,662 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Paste (food) fans?

61.2% of Paste (food) fans are female, 38.8% are male, with an average age of 39.9 years.

03

Which brands do Paste (food) fans like most?

Paste (food) fans show strongest brand affinity for Kelly Osbourne (6.62×), BevMo! (7.05×), and Kroger (1.68×) over the country average.

04

Where do Paste (food) fans live in United States?

Paste (food) 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 Paste (food) fans also like?

Beyond Paste (food) itself, the audience over-indexes on BevMo! (7.05×), Kroger (1.68×), Naked Wines (6.44×), and New York Lottery (4.28×) compared to the United States average.

Appendix

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See Paste (food) audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Paste (food). 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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