Umami Audience in United States

Umami logo

Umami has an estimated audience of 5,036,845 people in United States. 73.7% are female, 26.3% are male, average age 41.1. Top regions: California, Florida, Texas. Top brand affinities: Whataburger, Pillow, Public speaking, English literature, Cockpit.

The average Umami fan in United States is 41.1 years old, more female, and lives primarily in California. The audience is concentrated in California, Florida, Texas. Top brand affinities include Whataburger, Pillow, Public speaking, with strongest over-indexing on Whataburger (1.67× the country average). Demographically, the Umami audience skews more female with an average age of 41.1, and over-indexes on personality traits such as Family Orientation, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Food & Beverages · Type: Topic · Subtype: Video game

Demographics of Umami fans

Demographic split for Umami audience in United States
MetricValue
Female73.7%
Male26.3%
Average age41.1
Estimated audience size5,036,845

Audience persona

The typical Umami fan in United States is more female, around 41.1 years old, with strong Family Orientation tendencies and a notable affinity for Whataburger.

Top regions in United States

Top regions ranked by reach for Umami in United States
RegionReachAffinity
California487,4250.88×
Florida433,4771.27×
Texas359,5650.83×
New York267,2130.95×
Pennsylvania256,8851.51×
North Carolina201,3811.33×
Illinois140,6280.84×
Georgia134,7380.87×
Alabama133,5391.9×
Washington125,0871.24×
Ohio116,6010.75×
Michigan113,9790.87×
Tennessee110,4721.09×
Virginia102,7010.84×
Massachusetts102,5591.03×
New Jersey102,4150.8×
Louisiana97,0761.49×
Arkansas95,3402.3×
Arizona85,8380.83×
Nevada72,1101.48×
Wisconsin71,1510.94×
Colorado69,5480.88×
Maryland66,3730.77×
Indiana65,6550.71×
Missouri63,5840.78×
Oregon60,7421.05×
Kentucky60,2180.95×
Minnesota55,6530.77×
South Carolina52,5070.69×
Nebraska51,3782.03×
Utah49,7521.1×
Connecticut48,8220.97×
Oklahoma38,7850.69×
Iowa31,1290.75×
Kansas28,1580.71×
Hawaii26,9201.24×
Mississippi24,0720.58×
Maine22,0641.22×
Idaho19,6580.78×
New Mexico19,2590.76×
New Hampshire18,0470.91×
West Virginia15,4740.66×
Vermont13,9141.57×
Alaska13,8451.28×
Rhode Island12,7030.79×
Washington, District of Columbia12,1070.8×
Montana11,6410.83×
Delaware10,4330.75×
South Dakota7,8980.68×
North Dakota6,1730.6×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Umami audience
BrandAffinityCategory
Whataburger1.67×Food & Beverages
Pillow1.58×Home & Garden
Public speaking1.65×Politics & Society
English literature2.23×Literature
Cockpit2.56×Travel & Leisure
life is good1.67×Music & Radio
Colorado River1.59×Travel & Leisure
Kingdom of Judah1.64×Politics & Society
Príncipe2.6×Travel & Leisure
Gaelic football1.53×Sports
International University of Business Agriculture and Technology2.2×Business & Career
Cacique2.21×Food & Beverages
Al Ahly SC1.61×Sports
Cachorros2.13×Pets & Animals
Boracay1.56×Travel & Leisure
CACI2.43×Technology & Electronics
Cacique1.58×Food & Beverages
Chachapoyas, Peru1.74×Travel & Leisure
Cachaça2.84×Food & Beverages
Cachorros1.59×Pets & Animals

Psychographic profile

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

Top personality traits over-indexed by Umami audience
TraitClusterScore
Family OrientationCONSERVATISM1.89
IndulgenceJOY1.76
Convenience OrientationPREMIUM1.59
Price SensitivityPREMIUM1.41
Quality AwarenessPREMIUM1.32
Community OrientationOPEN1.29

Worldwide distribution

Worldwide audience distribution share by country for Umami
CountryShare
United States46.7%
United Kingdom5.5%
Japan5.1%

See Umami audiences in other countries

More Video game audiences in United States

Frequently asked questions

How many fans does Umami have in United States?

Umami has an estimated audience of 5,036,845 people in United States, concentrated in California and Florida.

What is the gender split and age of Umami fans?

73.7% of Umami fans are female, 26.3% are male, with an average age of 41.1 years.

Which brands do Umami fans like most?

Umami fans show strongest brand affinity for Whataburger (1.67×), Pillow (1.58×), and Public speaking (1.65×) over the country average.

Where do Umami fans live in United States?

Umami fans in United States are most concentrated in California (reach 487,425), Florida (reach 433,477), and Texas (reach 359,565). These three regions account for the largest share of the active audience.

What other brands do Umami fans also like?

Beyond Umami itself, the audience over-indexes on Pillow (1.58×), Public speaking (1.65×), English literature (2.23×), and Cockpit (2.56×) 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 Umami. 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.