Rascasse Audience Intelligence

Plant-based diet Audience in United States

A data profile of the people who buy, follow and care about Plant-based diet in United States — modelled from more than twelve digital signal sources. Plant-based diet has an estimated audience of 10,211,131 people in United States.

#2244among Topic in United States#151in Health

The average Plant-based diet fan in United States is 41.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Russell Brand, Veganism, Nutrient, with strongest over-indexing on Russell Brand (10.69× the country average).

Demographically, the Plant-based diet audience skews more female with an average age of 41.0, and over-indexes on personality traits such as Individualism, Healthy Lifestyle.

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

The typical Plant-based diet fan in United States is more female, around 41.0 years old, with strong Individualism tendencies and a notable affinity for Russell Brand.

Category: Health · Type: Topic

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 Plant-based diet profile in United States.

Audience size
10.2M
in United States
Gender
69.2%♀
30.8% male
Age
41.0
average years
Country rank
#3500
Topic in United States
Fig. 01

Search interest · 12-month trend

-23%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Plant-based diet fans

69.2% are female, 30.8% are male, average age 41.0.

Fig. 02

Gender split

69.2%
Female
30.8%
Male
Demographic split for Plant-based diet audience in United States
MetricValue
Female69.2%
Male30.8%
Average age41.0
Estimated audience size10,211,131
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Plant-based diet audience in United States
Age bracketShare%
16-1915%
20-2919%
30-3920%
40-4923%
50+23%
Fig. 04

Worldwide distribution

35.2%

of the worldwide Plant-based diet audience comes from United States.

Worldwide audience distribution share by country for Plant-based diet
CountryShare
United States35.2%
United Kingdom10.6%
India8.1%
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 Plant-based diet audience in United States is strongest.

Fig. 05

Top regions by affinity

Plant-based diet fans by region: top regions in United States
#RegionReachAffinity×
01Hawaii~50K1.15×
02North Carolina~300K1.14×
03Maine~40K1.12×
04Louisiana~100K1.10×
05Vermont~20K1.09×
06Mississippi~90K1.08×
07New Hampshire~40K1.08×
08South Carolina~200K1.07×
09West Virginia~50K1.07×
10Tennessee~200K1.06×
11Connecticut~100K1.06×
12Utah~100K1.06×
13Maryland~200K1.05×
14Kentucky~100K1.05×
15Oregon~100K1.05×
16Washington~200K1.04×
17Arkansas~90K1.04×
18Montana~30K1.04×
19Idaho~50K1.03×
20Georgia~300K1.01×
21Alabama~100K1.01×
22Florida~700K1.00×
23Virginia~200K1.00×
24Arizona~200K1.00×
25Missouri~200K1.00×
26Oklahoma~100K1.00×
27Delaware~30K1.00×
28California~1M0.99×
29Ohio~300K0.99×
30Alaska~20K0.99×
31Pennsylvania~300K0.98×
32Massachusetts~200K0.98×
33Wisconsin~200K0.98×
34Rhode Island~30K0.98×
35Illinois~300K0.96×
36New Mexico~50K0.96×
37Michigan~300K0.95×
38Indiana~200K0.95×
39Colorado~200K0.94×
40New Jersey~200K0.93×
41Kansas~70K0.93×
42Washington, District of Columbia~30K0.93×
43New York~500K0.92×
44Minnesota~100K0.91×
45Nevada~90K0.91×
46Iowa~80K0.91×
47South Dakota~20K0.91×
48North Dakota~20K0.91×
49Texas~800K0.89×
50Nebraska~50K0.89×
Fig. 06

Affinity by region

Affinity by region — Plant-based diet, United States
0.89×1.00×1.15×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Plant-based diet audience
#·InterestCategoryAffinity×
01Russell BrandMovies & TV10.69×
02healthy eating recipesFood & Beverages10.68×
03Actor VijayMovies & TV9.78×
04MiTechnology & Electronics5.79×
05FlipkartShopping5.23×
06Stay-at-home parentKids & Family4.74×
07Indian wedding clothesFashion & Accessoires4.06×
08Paleolithic dietHealth2.18×
09Bath and BodyworksShopping1.88×
10Zoom (TV channel)Technology & Electronics1.73×
11IndiaTravel & Leisure1.73×
12Vegetarian cuisineFood & Beverages1.69×
13CookbookFood & Beverages1.67×
14VeganismFood & Beverages1.62×
15CalorieFood & Beverages1.55×
16Sprouts Farmers MarketShopping1.54×
17HerbFood & Beverages1.53×
18NutrientFood & Beverages1.51×
19FlourFood & Beverages1.51×
20IHOPFood & Beverages1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Plant-based diet 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 Plant-based diet audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.57×
Healthy LifestyleBALANCE1.24×
CreativityOPEN1.24×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Plant-based diet audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM1.00×
Urban LifestyleOPEN1.03×
TravellingTHRILL1.05×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Plant-based diet have in United States?

Plant-based diet has an estimated audience of 10,211,131 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Plant-based diet fans?

69.2% of Plant-based diet fans are female, 30.8% are male, with an average age of 41.0 years.

03

Which brands do Plant-based diet fans like most?

Plant-based diet fans show strongest brand affinity for Russell Brand (10.69×), Veganism (1.62×), and Nutrient (1.51×) over the country average.

04

Where do Plant-based diet fans live in United States?

Plant-based diet fans in United States are most concentrated in California (reach ~1M), Texas (reach ~800K), and Florida (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Plant-based diet fans also like?

Beyond Plant-based diet itself, the audience over-indexes on Veganism (1.62×), Nutrient (1.51×), Flipkart (5.23×), and Actor Vijay (9.78×) compared to the United States average.

Appendix

Explore more audiences

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

More Health audiences in United States

See Plant-based diet audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Plant-based diet. 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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