Rascasse Audience Intelligence

Salt and pepper Audience in United States

A data profile of the people who buy, follow and care about Salt and pepper in United States — modelled from more than twelve digital signal sources. Salt and pepper has an estimated audience of 653,146 people in United States.

#44among Spice in United States#10328among Topic in United States#1702in Food & Beverages

The average Salt and pepper fan in United States is 38.8 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Michigan.

Top brand affinities include Subway, Pizza Hut, McDonald's, with strongest over-indexing on Subway (8.96× the country average).

Demographically, the Salt and pepper audience skews more female with an average age of 38.8, and over-indexes on personality traits such as Convenience Orientation, Family Orientation.

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

The typical Salt and pepper fan in United States is more female, around 38.8 years old, with strong Convenience Orientation tendencies and a notable affinity for Subway.

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 Salt and pepper profile in United States.

Audience size
653K
in United States
Gender
75.4%♀
24.6% male
Age
38.8
average years
Country rank
#31174
Topic in United States
Fig. 01

Search interest · 12-month trend

+6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Salt and pepper fans

75.4% are female, 24.6% are male, average age 38.8.

Fig. 02

Gender split

75.4%
Female
24.6%
Male
Demographic split for Salt and pepper audience in United States
MetricValue
Female75.4%
Male24.6%
Average age38.8
Estimated audience size653,146
Fig. 03

Age distribution

Ø 38.8
average years
Age distribution of the Salt and pepper audience in United States
Age bracketShare%
16-1922%
20-2919%
30-3916%
40-4923%
50+19%
Fig. 04

Worldwide distribution

32.6%

of the worldwide Salt and pepper audience comes from United States.

Worldwide audience distribution share by country for Salt and pepper
CountryShare
United States32.6%
Italy15.0%
United Kingdom8.4%
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 Salt and pepper audience in United States is strongest.

Fig. 05

Top regions by affinity

Salt and pepper fans by region: top regions in United States
#RegionReachAffinity×
01Michigan~60K3.28×
02New Jersey~40K2.62×
03Maine~5K2.34×
04North Carolina~30K1.68×
05Idaho~5K1.52×
06Pennsylvania~30K1.42×
07Washington, District of Columbia~3K1.35×
08Mississippi~6K1.18×
09New York~40K1.17×
10Arizona~20K1.16×
11Louisiana~9K1.10×
12Tennessee~10K1.09×
13South Carolina~10K1.08×
14California~80K1.07×
15Texas~60K1.07×
16Georgia~20K1.06×
17Alabama~10K1.05×
18Florida~50K1.02×
19Arkansas~5K0.97×
20Delaware~2K0.97×
21Massachusetts~10K0.96×
22Indiana~10K0.92×
23Maryland~10K0.91×
24Virginia~10K0.88×
25Connecticut~6K0.88×
26Rhode Island~2K0.88×
27Ohio~20K0.84×
28Missouri~9K0.84×
29Oklahoma~6K0.84×
30Nevada~5K0.83×
31Alaska~1K0.83×
32Illinois~20K0.82×
33Oregon~6K0.82×
34West Virginia~2K0.82×
35New Hampshire~2K0.82×
36South Dakota~1K0.81×
37North Dakota~1K0.81×
38Kentucky~7K0.80×
39Iowa~4K0.79×
40Nebraska~3K0.79×
41Vermont<1K0.79×
42Kansas~4K0.78×
43Hawaii~2K0.77×
44Montana~1K0.77×
45New Mexico~3K0.76×
46Washington~10K0.75×
47Wisconsin~7K0.75×
48Minnesota~7K0.72×
49Utah~4K0.68×
50Colorado~7K0.65×
Fig. 06

Affinity by region

Affinity by region — Salt and pepper, United States
0.65×1.00×3.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Salt and pepper audience
#·InterestCategoryAffinity×
01SubwayFood & Beverages8.96×
02Baking powderFood & Beverages8.27×
03San Diego PadresSports4.55×
04Potato chipFood & Beverages3.63×
05Pizza HutFood & Beverages3.43×
06FedExBusiness & Career3.19×
07McDonald'sFood & Beverages2.85×
08QVCMovies & TV2.76×
09Domino's PizzaFood & Beverages2.59×
10RedditInternet & Social Media2.57×
11Microwave ovenHome & Garden2.47×
12Discount storesShopping2.28×
13StarbucksFood & Beverages2.14×
14Shopping mallsShopping2.00×
15Organic foodFood & Beverages1.94×
16Mortgage loansBusiness & Career1.93×
17BarbecueFood & Beverages1.76×
18PinterestInternet & Social Media1.75×
19IKEAHome & Garden1.62×
20AirbnbTravel & Leisure1.58×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Salt and pepper 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 Salt and pepper audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.11×
Family OrientationCONSERVATISM1.75×
Urban LifestyleOPEN1.73×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Salt and pepper audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.59×
Risk AppetiteTHRILL0.65×
Luxury OrientationPREMIUM0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Salt and pepper have in United States?

Salt and pepper has an estimated audience of 653,146 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Salt and pepper fans?

75.4% of Salt and pepper fans are female, 24.6% are male, with an average age of 38.8 years.

03

Which brands do Salt and pepper fans like most?

Salt and pepper fans show strongest brand affinity for Subway (8.96×), Pizza Hut (3.43×), and McDonald's (2.85×) over the country average.

04

Where do Salt and pepper fans live in United States?

Salt and pepper fans in United States are most concentrated in California (reach ~80K), Texas (reach ~60K), and Michigan (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Salt and pepper fans also like?

Beyond Salt and pepper itself, the audience over-indexes on Pizza Hut (3.43×), McDonald's (2.85×), Reddit (2.57×), and FedEx (3.19×) compared to the United States average.

Appendix

Explore more audiences

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

More Spice audiences in United States

See Salt and pepper audiences in other countries

How to read this data

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