Rascasse Audience Intelligence

South Asian cuisine Audience in United States

A data profile of the people who buy, follow and care about South Asian cuisine in United States — modelled from more than twelve digital signal sources. South Asian cuisine has an estimated audience of 963,914 people in United States.

#53among Cuisine in United States#8790among Topic in United States#1350in Food & Beverages

The average South Asian cuisine fan in United States is 42.8 years old, more female, and lives primarily in Texas.

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

Top brand affinities include International education, Arab cuisine, Trader Joe's, with strongest over-indexing on International education (30.69× the country average).

Demographically, the South Asian cuisine audience skews more female with an average age of 42.8, and over-indexes on personality traits such as Community Orientation, Urban Lifestyle.

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

The typical South Asian cuisine fan in United States is more female, around 42.8 years old, with strong Community Orientation tendencies and a notable affinity for International education.

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

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 South Asian cuisine profile in United States.

Audience size
964K
in United States
Gender
59.7%♀
40.3% male
Age
42.8
average years
Country rank
#24279
Topic in United States
Fig. 01

Search interest · 12-month trend

+68%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of South Asian cuisine fans

59.7% are female, 40.3% are male, average age 42.8.

Fig. 02

Gender split

59.7%
Female
40.3%
Male
Demographic split for South Asian cuisine audience in United States
MetricValue
Female59.7%
Male40.3%
Average age42.8
Estimated audience size963,914
Fig. 03

Age distribution

Ø 42.8
average years
Age distribution of the South Asian cuisine audience in United States
Age bracketShare%
16-1911%
20-2917%
30-3922%
40-4923%
50+27%
Fig. 04

Worldwide distribution

16.3%

of the worldwide South Asian cuisine audience comes from United States.

Worldwide audience distribution share by country for South Asian cuisine
CountryShare
United States16.3%
United Kingdom14.4%
India10.4%
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 South Asian cuisine audience in United States is strongest.

Fig. 05

Top regions by affinity

South Asian cuisine fans by region: top regions in United States
#RegionReachAffinity×
01New York~80K1.44×
02Texas~100K1.40×
03Washington, District of Columbia~4K1.28×
04Vermont~2K1.26×
05North Dakota~2K1.24×
06Rhode Island~4K1.23×
07South Dakota~3K1.17×
08Montana~3K1.13×
09Alaska~2K1.10×
10Delaware~3K1.09×
11Maryland~20K1.07×
12New Jersey~30K1.05×
13Hawaii~4K1.04×
14Maine~4K1.04×
15West Virginia~5K1.03×
16New Hampshire~4K1.03×
17Virginia~20K1.02×
18Massachusetts~20K1.01×
19Pennsylvania~30K1.00×
20Idaho~5K1.00×
21Illinois~30K0.99×
22Connecticut~10K0.99×
23California~100K0.98×
24Wisconsin~10K0.98×
25New Mexico~5K0.98×
26Nebraska~5K0.98×
27Minnesota~10K0.97×
28Mississippi~8K0.97×
29Kansas~7K0.97×
30Washington~20K0.96×
31Arkansas~8K0.95×
32Colorado~10K0.94×
33Oregon~10K0.94×
34Oklahoma~10K0.93×
35Georgia~30K0.92×
36Iowa~7K0.92×
37Michigan~20K0.90×
38Louisiana~10K0.90×
39Nevada~8K0.90×
40Utah~8K0.90×
41Indiana~20K0.89×
42Kentucky~10K0.89×
43Missouri~10K0.88×
44South Carolina~10K0.88×
45Alabama~10K0.87×
46North Carolina~20K0.85×
47Arizona~20K0.85×
48Tennessee~20K0.84×
49Ohio~20K0.79×
50Florida~50K0.71×
Fig. 06

Affinity by region

Affinity by region — South Asian cuisine, United States
0.71×1.00×1.44×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for South Asian cuisine audience
#·InterestCategoryAffinity×
01International educationBusiness & Career30.69×
02Arab cuisineFood & Beverages28.29×
03Brownie (folklore)Food & Beverages22.05×
04Malaysian cuisineFood & Beverages21.49×
05Indonesian cuisineFood & Beverages21.26×
06BiryaniFood & Beverages17.65×
07HindiPolitics & Society7.90×
08HinduismPolitics & Society6.34×
09Street foodFood & Beverages4.08×
10Mineral waterFood & Beverages4.06×
11Web serverTechnology & Electronics4.01×
12Microwave ovenHome & Garden3.80×
13HypermarketShopping3.38×
14Trader Joe'sShopping2.97×
15Renewable energyBusiness & Career2.82×
16Fast casual restaurantsFood & Beverages2.76×
17RadioTechnology & Electronics2.68×
18Organic foodFood & Beverages1.92×
19CoffeehousesFood & Beverages1.81×
20BarbecueFood & Beverages1.62×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the South Asian cuisine 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 South Asian cuisine audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN2.47×
Urban LifestyleOPEN2.15×
IndulgenceJOY1.76×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by South Asian cuisine audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.79×
ExtroversionTHRILL0.89×
DIY MentalityTHRILL0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does South Asian cuisine have in United States?

South Asian cuisine has an estimated audience of 963,914 people in United States, concentrated in Texas and California.

02

What is the gender split and age of South Asian cuisine fans?

59.7% of South Asian cuisine fans are female, 40.3% are male, with an average age of 42.8 years.

03

Which brands do South Asian cuisine fans like most?

South Asian cuisine fans show strongest brand affinity for International education (30.69×), Arab cuisine (28.29×), and Trader Joe's (2.97×) over the country average.

04

Where do South Asian cuisine fans live in United States?

South Asian cuisine fans in United States are most concentrated in Texas (reach ~100K), California (reach ~100K), and New York (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do South Asian cuisine fans also like?

Beyond South Asian cuisine itself, the audience over-indexes on Arab cuisine (28.29×), Trader Joe's (2.97×), Hinduism (6.34×), and Street food (4.08×) compared to the United States average.

Appendix

Explore more audiences

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

More Cuisine audiences in United States

See South Asian cuisine audiences in other countries

How to read this data

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