South Asian cuisine Audience in United States

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South Asian cuisine has an estimated audience of 963,914 people in United States. 59.7% are female, 40.3% are male, average age 42.8. Top regions: Texas, California, New York. Top brand affinities: Natural rubber, Georgia Southern Eagles football, Edvard Grieg, Bank account, Cam Ward.

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 Natural rubber, Georgia Southern Eagles football, Edvard Grieg, with strongest over-indexing on Natural rubber (4.03× 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 LGBTQ+ Identity, Urban Lifestyle. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 49 regions tracked by Rascasse.

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

Demographics of South Asian cuisine fans

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

Audience persona

The typical South Asian cuisine fan in United States is more female, around 42.8 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Natural rubber.

Top regions in United States

Top regions ranked by reach for South Asian cuisine in United States
RegionReachAffinity
Texas100,5041.21×
California80,6280.76×
New York75,7801.41×
Florida27,2330.42×
Pennsylvania24,4920.75×
Illinois21,3880.67×
New Jersey19,7220.8×
Virginia19,4640.83×
Massachusetts17,1360.9×
Georgia16,8330.57×
Maryland15,7350.95×
North Carolina14,7380.51×
Washington13,6860.71×
Ohio13,3440.45×
Michigan11,5120.46×
Indiana9,1260.52×
Tennessee8,4400.44×
Minnesota8,2630.6×
Oklahoma8,2060.77×
Mississippi8,1861.03×
Arizona8,0590.41×
Connecticut7,9570.82×
Wisconsin7,9280.55×
Oregon7,8010.71×
Rhode Island7,6702.5×
Missouri7,4420.48×
South Carolina7,3940.51×
Louisiana7,2780.59×
Arkansas7,2720.92×
Kentucky6,9990.58×
Alabama6,7750.5×
Colorado6,4450.42×
West Virginia6,2381.39×
Washington, District of Columbia6,1512.12×
Hawaii5,9621.44×
Kansas5,7620.76×
Idaho5,7611.19×
Iowa5,4700.69×
Montana5,4272.03×
Nevada5,4070.58×
South Dakota5,3562.4×
Utah5,3060.61×
North Dakota5,2152.63×
New Hampshire5,1401.35×
Nebraska5,0331.04×
New Mexico5,0071.04×
Maine4,9601.44×
Vermont4,8822.88×
Delaware4,4451.67×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for South Asian cuisine audience
BrandAffinityCategory
Natural rubber4.03×Cars & Mobility
Georgia Southern Eagles football20×Sports
Edvard Grieg38.25×Literature
Bank account3.45×Business & Career
Cam Ward5.16×Sports
Electrolyte5.13×Health
3D printing2.69×Technology & Electronics
Collectable1.52×Kids & Family
Jeep Wagoneer5.36×Cars & Mobility
UK garage4.87×Music & Radio
Israel1.87×Travel & Leisure
Jesse Plemons2.98×Movies & TV
Nationality1.77×Politics & Society
Zoo Tycoon (series)15.9×Games
Urban horticulture2.71×Home & Garden
Nebraska Cornhuskers football2.71×Sports
Pantsuit7.47×Fashion & Accessoires
Voltron: Legendary Defender11.22×Movies & TV
Kansas1.74×Travel & Leisure
Kendra Scott1.68×Fashion & Accessoires

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by South Asian cuisine audience
TraitClusterScore
LGBTQ+ IdentityOPEN3.84
Urban LifestyleOPEN2.26
Community OrientationOPEN2.25
Luxury OrientationPREMIUM2.1
Risk AppetiteTHRILL2.09
TravellingTHRILL2.02

Worldwide distribution

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

See South Asian cuisine audiences in other countries

More Cuisine audiences in United States

Frequently asked questions

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.

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.

Which brands do South Asian cuisine fans like most?

South Asian cuisine fans show strongest brand affinity for Natural rubber (4.03×), Georgia Southern Eagles football (20×), and Edvard Grieg (38.25×) over the country average.

Where do South Asian cuisine fans live in United States?

South Asian cuisine fans in United States are most concentrated in Texas (reach 100,504), California (reach 80,628), and New York (reach 75,780). These three regions account for the largest share of the active audience.

What other brands do South Asian cuisine fans also like?

Beyond South Asian cuisine itself, the audience over-indexes on Georgia Southern Eagles football (20×), Edvard Grieg (38.25×), Bank account (3.45×), and Cam Ward (5.16×) compared to the United States average.

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.