Rascasse Audience Intelligence

Trader Joe's Target Market in United States

A data profile of the people who buy, follow and care about Trader Joe's in United States — modelled from more than twelve digital signal sources. Trader Joe's has an estimated audience of 61,335,853 people in United States.

#5among Supermarket in United States#26among Brand in United States#21in Shopping

The average Trader Joe's fan in United States is 37.2 years old, more female, and lives primarily in California.

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

Top brand affinities include Whole Foods Market, Sprouts Farmers Market, Macy's, with strongest over-indexing on Whole Foods Market (4.41× the country average).

Demographically, the Trader Joe's audience skews more female with an average age of 37.2, and over-indexes on personality traits such as Design Affinity, Sustainability.

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

The typical Trader Joe's fan in United States is more female, around 37.2 years old, with strong Design Affinity tendencies and a notable affinity for Whole Foods Market.

Category: Shopping · Type: Brand · Subtype: Supermarket

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 Trader Joe's profile in United States.

Audience size
61.3M
in United States
Gender
70.3%♀
29.7% male
Age
37.2
average years
Country rank
#278
Brand in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Trader Joe's

70.3% are female, 29.7% are male, average age 37.2.

Fig. 02

Gender split

70.3%
Female
29.7%
Male
Demographic split for Trader Joe's audience in United States
MetricValue
Female70.3%
Male29.7%
Average age37.2
Estimated audience size61,335,853
Fig. 03

Age distribution

Ø 37.2
average years
Age distribution of the Trader Joe's audience in United States
Age bracketShare%
16-1925%
20-2920%
30-3919%
40-4919%
50+17%
Fig. 04

Worldwide distribution

97.6%

of the worldwide Trader Joe's audience comes from United States.

Worldwide audience distribution share by country for Trader Joe's
CountryShare
United States97.6%
Canada1.7%
China0.2%
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 Trader Joe's audience in United States is strongest.

Fig. 05

Top regions by affinity

Trader Joe's customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia<1K2.79×
02California~6K2.70×
03Washington<1K2.45×
04Massachusetts<1K2.21×
05New York~2K2.14×
06Oregon<1K2.05×
07New Jersey<1K1.65×
08Nevada<1K1.56×
09Arizona<1K1.48×
10Connecticut<1K1.41×
11Minnesota<1K1.37×
12Rhode Island<1K1.37×
13Maryland<1K1.35×
14Colorado<1K1.33×
15Utah<1K1.33×
16Virginia<1K1.31×
17Illinois<1K1.29×
18Pennsylvania<1K1.05×
19North Carolina<1K1.04×
20Idaho<1K1.03×
21Florida~1K0.99×
22New Mexico<1K0.96×
23Vermont<1K0.96×
24New Hampshire<1K0.93×
25Georgia<1K0.91×
26Texas~1K0.90×
27Michigan<1K0.85×
28Maine<1K0.81×
29Delaware<1K0.80×
30Tennessee<1K0.75×
31South Carolina<1K0.75×
32Oklahoma<1K0.69×
33Missouri<1K0.67×
34Nebraska<1K0.65×
35Kansas<1K0.64×
36Wisconsin<1K0.63×
37Ohio<1K0.62×
38Louisiana<1K0.59×
39Hawaii<1K0.58×
40Indiana<1K0.56×
41Kentucky<1K0.52×
42Iowa<1K0.50×
43Alabama<1K0.38×
44Arkansas<1K0.36×
45Montana<1K0.24×
46West Virginia<1K0.20×
47South Dakota<1K0.20×
48Alaska<1K0.19×
49North Dakota<1K0.18×
50Mississippi<1K0.17×
Fig. 06

Affinity by region

Affinity by region — Trader Joe's, United States
0.17×1.00×2.79×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Trader Joe's audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Trader Joe's audience
#·InterestCategoryAffinity×
01Giant EagleShopping7.95×
02The Fresh MarketShopping6.83×
03Sprouts Farmers MarketShopping5.01×
04Whole Foods MarketShopping4.41×
05AnthropologieShopping3.67×
06Nordstrom rackFashion & Accessoires3.25×
07The Gilded AgeMovies & TV2.96×
08Macy'sShopping2.87×
09Pottery BarnHome & Garden2.85×
10Rob ReinerMovies & TV2.76×
11GmailInternet & Social Media2.65×
12AldiShopping2.29×
13MarshallsFashion & Accessoires2.28×
14CostcoShopping2.12×
15NordstromShopping2.12×
16CultureLiterature1.93×
17Kohl'sShopping1.91×
18ShoesFashion & Accessoires1.86×
19Alcoholic beveragesFood & Beverages1.78×
20CosmeticsBeauty & Wellness1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Trader Joe's 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 Trader Joe's audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.33×
SustainabilityBALANCE1.97×
IndulgenceJOY1.91×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Trader Joe's audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.86×
ExtroversionTHRILL0.95×
Need for SecurityCONSERVATISM0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Trader Joe's's target market in United States?

Trader Joe's's target market in United States covers an estimated 61,335,853 people, concentrated in California and New York.

02

What is the gender split and age of Trader Joe's customers?

70.3% of the Trader Joe's audience are female, 29.7% are male, with an average age of 37.2 years.

03

Which brands do Trader Joe's fans like most?

Trader Joe's fans show strongest brand affinity for Whole Foods Market (4.41×), Sprouts Farmers Market (5.01×), and Macy's (2.87×) over the country average.

04

Where do Trader Joe's fans live in United States?

Trader Joe's fans in United States are most concentrated in California (reach ~6K), New York (reach ~2K), and Texas (reach ~1K). These three regions account for the largest share of the active audience.

05

What other brands do Trader Joe's fans also like?

Beyond Trader Joe's itself, the audience over-indexes on Sprouts Farmers Market (5.01×), Macy's (2.87×), Nordstrom rack (3.25×), and Culture (1.93×) compared to the United States average.

Appendix

Explore more audiences

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

More Supermarket audiences in United States

See Trader Joe's audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Trader Joe's. 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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