Rascasse Audience Intelligence

Soy sauce Audience in United States

A data profile of the people who buy, follow and care about Soy sauce in United States — modelled from more than twelve digital signal sources. Soy sauce has an estimated audience of 1,469,812 people in United States.

#32among Spice in United States#7367among Topic in United States#1065in Food & Beverages

The average Soy sauce fan in United States is 39.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Restaurants, Little Monster, Cuisine, with strongest over-indexing on Restaurants (1.54× the country average).

Demographically, the Soy sauce audience skews more female with an average age of 39.4, and over-indexes on personality traits such as Indulgence, Urban Lifestyle.

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

The typical Soy sauce fan in United States is more female, around 39.4 years old, with strong Indulgence tendencies and a notable affinity for Restaurants.

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 Soy sauce profile in United States.

Audience size
1.5M
in United States
Gender
61.4%♀
38.6% male
Age
39.4
average years
Country rank
#18042
Topic in United States
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Soy sauce fans

61.4% are female, 38.6% are male, average age 39.4.

Fig. 02

Gender split

61.4%
Female
38.6%
Male
Demographic split for Soy sauce audience in United States
MetricValue
Female61.4%
Male38.6%
Average age39.4
Estimated audience size1,469,812
Fig. 03

Age distribution

Ø 39.4
average years
Age distribution of the Soy sauce audience in United States
Age bracketShare%
16-1920%
20-2918%
30-3919%
40-4921%
50+21%
Fig. 04

Worldwide distribution

12.2%

of the worldwide Soy sauce audience comes from United States.

Worldwide audience distribution share by country for Soy sauce
CountryShare
Taiwan12.2%
United States12.2%
Japan9.2%
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 Soy sauce audience in United States is strongest.

Fig. 05

Top regions by affinity

Soy sauce fans by region: top regions in United States
#RegionReachAffinity×
01Hawaii~8K1.31×
02California~200K1.28×
03Washington~40K1.26×
04Minnesota~20K1.18×
05Alaska~4K1.18×
06New York~90K1.15×
07Massachusetts~30K1.13×
08Texas~100K1.09×
09Oregon~20K1.07×
10Connecticut~20K1.06×
11Nevada~10K1.05×
12Maryland~30K1.03×
13Kansas~10K1.02×
14Nebraska~8K1.02×
15Illinois~50K1.01×
16Georgia~50K1.01×
17Idaho~7K1.01×
18New Jersey~40K1.00×
19Louisiana~20K1.00×
20Montana~4K1.00×
21North Carolina~40K0.99×
22Virginia~40K0.99×
23Wisconsin~20K0.99×
24Oklahoma~20K0.99×
25Iowa~10K0.99×
26Arkansas~10K0.99×
27North Dakota~3K0.99×
28Maine~5K0.98×
29Florida~100K0.97×
30Utah~10K0.97×
31Rhode Island~5K0.97×
32Washington, District of Columbia~4K0.97×
33Vermont~2K0.97×
34Colorado~20K0.96×
35Delaware~4K0.96×
36Pennsylvania~50K0.95×
37Michigan~40K0.95×
38New Hampshire~6K0.95×
39Indiana~30K0.94×
40South Carolina~20K0.94×
41Arizona~30K0.93×
42New Mexico~7K0.93×
43South Dakota~3K0.93×
44Missouri~20K0.91×
45Kentucky~20K0.91×
46Alabama~20K0.90×
47Ohio~40K0.89×
48Tennessee~30K0.89×
49Mississippi~10K0.89×
50West Virginia~6K0.83×
Fig. 06

Affinity by region

Affinity by region — Soy sauce, United States
0.83×1.00×1.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Soy sauce audience
#·InterestCategoryAffinity×
01Little MonsterMusic & Radio17.46×
02Pork loinFood & Beverages6.10×
03SauceFood & Beverages2.49×
04Popeyes Louisiana KitchenFood & Beverages1.93×
05Dish (food)Food & Beverages1.92×
06DoordashFood & Beverages1.87×
07CuisineFood & Beverages1.70×
08SteakFood & Beverages1.70×
09EatingFood & Beverages1.69×
10Instant messagingInternet & Social Media1.68×
11WingstopFood & Beverages1.67×
12Take-outFood & Beverages1.65×
13LunchFood & Beverages1.64×
14Local foodFood & Beverages1.56×
15FoodieFood & Beverages1.55×
16RestaurantsFood & Beverages1.54×
17Panda ExpressFood & Beverages1.54×
18Sales promotionShopping1.53×
19Alcoholic beveragesFood & Beverages1.51×
20Culinary artArts & Culture1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Soy sauce 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 Soy sauce audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.65×
Urban LifestyleOPEN1.37×
Price SensitivityPREMIUM1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Soy sauce audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL1.04×
IndividualismJOY1.05×
Sports ActivityPOWER1.07×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Soy sauce have in United States?

Soy sauce has an estimated audience of 1,469,812 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Soy sauce fans?

61.4% of Soy sauce fans are female, 38.6% are male, with an average age of 39.4 years.

03

Which brands do Soy sauce fans like most?

Soy sauce fans show strongest brand affinity for Restaurants (1.54×), Little Monster (17.46×), and Cuisine (1.7×) over the country average.

04

Where do Soy sauce fans live in United States?

Soy sauce fans in United States are most concentrated in California (reach ~200K), Texas (reach ~100K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Soy sauce fans also like?

Beyond Soy sauce itself, the audience over-indexes on Little Monster (17.46×), Cuisine (1.7×), Alcoholic beverages (1.51×), and Eating (1.69×) 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 Soy sauce audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Soy sauce. 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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