Rascasse Audience Intelligence

Vegan nutrition Audience in United States

A data profile of the people who buy, follow and care about Vegan nutrition in United States — modelled from more than twelve digital signal sources. Vegan nutrition has an estimated audience of 12,472,223 people in United States.

#1902among Topic in United States#121in Health

The average Vegan nutrition fan in United States is 38.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Natural foods, Planet Fitness, Trader Joe's, with strongest over-indexing on Natural foods (6.04× the country average).

Demographically, the Vegan nutrition audience skews more female with an average age of 38.5, and over-indexes on personality traits such as Indulgence, Mindfulness.

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

The typical Vegan nutrition fan in United States is more female, around 38.5 years old, with strong Indulgence tendencies and a notable affinity for Natural foods.

Category: Health · Type: Topic

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 Vegan nutrition profile in United States.

Audience size
12.5M
in United States
Gender
60.1%♀
39.9% male
Age
38.5
average years
Country rank
#2861
Topic in United States
Fig. 01

Search interest · 12-month trend

+165%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Vegan nutrition fans

60.1% are female, 39.9% are male, average age 38.5.

Fig. 02

Gender split

60.1%
Female
39.9%
Male
Demographic split for Vegan nutrition audience in United States
MetricValue
Female60.1%
Male39.9%
Average age38.5
Estimated audience size12,472,223
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Vegan nutrition audience in United States
Age bracketShare%
16-1922%
20-2920%
30-3919%
40-4920%
50+19%
Fig. 04

Worldwide distribution

19.0%

of the worldwide Vegan nutrition audience comes from United States.

Worldwide audience distribution share by country for Vegan nutrition
CountryShare
United States19.0%
Germany6.9%
Italy6.2%
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 Vegan nutrition audience in United States is strongest.

Fig. 05

Top regions by affinity

Vegan nutrition fans by region: top regions in United States
#RegionReachAffinity×
01Vermont~30K1.38×
02Alaska~30K1.26×
03South Dakota~30K1.20×
04Hawaii~60K1.19×
05North Dakota~30K1.19×
06Maine~50K1.13×
07Rhode Island~40K1.13×
08Montana~40K1.13×
09Delaware~40K1.12×
10New Hampshire~50K1.09×
11Washington, District of Columbia~40K1.08×
12West Virginia~60K1.06×
13Idaho~60K1.03×
14New Mexico~60K1.03×
15Mississippi~100K1.02×
16Nebraska~60K1.00×
17Kansas~100K0.98×
18Arkansas~100K0.97×
19Oregon~100K0.96×
20Iowa~100K0.96×
21Louisiana~200K0.95×
22Kentucky~100K0.95×
23Oklahoma~100K0.94×
24Connecticut~100K0.94×
25Nevada~100K0.94×
26Utah~100K0.94×
27Alabama~200K0.92×
28Colorado~200K0.90×
29South Carolina~200K0.90×
30Tennessee~200K0.89×
31Washington~200K0.89×
32Missouri~200K0.89×
33Wisconsin~200K0.89×
34Minnesota~200K0.89×
35Indiana~200K0.88×
36Maryland~200K0.88×
37Arizona~200K0.86×
38Massachusetts~200K0.86×
39Virginia~300K0.85×
40New Jersey~300K0.84×
41Michigan~300K0.83×
42Ohio~300K0.81×
43North Carolina~300K0.81×
44New York~600K0.80×
45Pennsylvania~300K0.80×
46Georgia~300K0.80×
47Illinois~300K0.78×
48Florida~600K0.70×
49California~1M0.69×
50Texas~700K0.65×
Fig. 06

Affinity by region

Affinity by region — Vegan nutrition, United States
0.65×1.00×1.38×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Vegan nutrition audience
#·InterestCategoryAffinity×
01Natural foodsFood & Beverages6.04×
02White wineFood & Beverages5.10×
03Red wineFood & Beverages4.20×
04Diaper bagKids & Family3.30×
05Planet FitnessSports2.80×
06Fast food restaurantsFood & Beverages2.79×
07MilkFood & Beverages2.77×
08PhilanthropyArts & Culture2.66×
09MetaphysicsBusiness & Career2.64×
10Trader Joe'sShopping2.59×
11Italian cuisineFood & Beverages2.52×
12Self-loveHealth2.52×
13Organic farmingFood & Beverages2.45×
14Local foodFood & Beverages2.33×
15Do it yourself (DIY)Home & Garden1.87×
16Quality of lifeHealth1.80×
17SupermanMovies & TV1.69×
18MeatFood & Beverages1.68×
19TikTokInternet & Social Media1.57×
20HobbyHome & Garden1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Vegan nutrition 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 Vegan nutrition audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.87×
MindfulnessBALANCE1.75×
Design AffinityPREMIUM1.62×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Vegan nutrition audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.80×
Quality AwarenessPREMIUM0.83×
IndividualismJOY0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Vegan nutrition have in United States?

Vegan nutrition has an estimated audience of 12,472,223 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Vegan nutrition fans?

60.1% of Vegan nutrition fans are female, 39.9% are male, with an average age of 38.5 years.

03

Which brands do Vegan nutrition fans like most?

Vegan nutrition fans show strongest brand affinity for Natural foods (6.04×), Planet Fitness (2.8×), and Trader Joe's (2.59×) over the country average.

04

Where do Vegan nutrition fans live in United States?

Vegan nutrition fans in United States are most concentrated in California (reach ~1M), Texas (reach ~700K), and Florida (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Vegan nutrition fans also like?

Beyond Vegan nutrition itself, the audience over-indexes on Planet Fitness (2.8×), Trader Joe's (2.59×), Superman (1.69×), and Milk (2.77×) compared to the United States average.

Appendix

Explore more audiences

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

More Health audiences in United States

See Vegan nutrition audiences in other countries

How to read this data

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