Rascasse Audience Intelligence

Vegetarian cuisine Audience in United States

A data profile of the people who buy, follow and care about Vegetarian cuisine in United States — modelled from more than twelve digital signal sources. Vegetarian cuisine has an estimated audience of 20,968,856 people in United States.

#4among Cuisine in United States#1069among Topic in United States#135in Food & Beverages

The average Vegetarian cuisine 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 Trader Joe's, Superman, Italian cuisine, with strongest over-indexing on Trader Joe's (2.52× the country average).

Demographically, the Vegetarian cuisine audience skews more female with an average age of 38.5, and over-indexes on personality traits such as Healthy Lifestyle, Indulgence.

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

The typical Vegetarian cuisine fan in United States is more female, around 38.5 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Trader Joe's.

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

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 Vegetarian cuisine profile in United States.

Audience size
21M
in United States
Gender
63.0%♀
37.0% male
Age
38.5
average years
Country rank
#1555
Topic in United States
Fig. 01

Search interest · 12-month trend

-24%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Vegetarian cuisine fans

63.0% are female, 37.0% are male, average age 38.5.

Fig. 02

Gender split

63.0%
Female
37.0%
Male
Demographic split for Vegetarian cuisine audience in United States
MetricValue
Female63.0%
Male37.0%
Average age38.5
Estimated audience size20,968,856
Fig. 03

Age distribution

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

Worldwide distribution

14.6%

of the worldwide Vegetarian cuisine audience comes from United States.

Worldwide audience distribution share by country for Vegetarian cuisine
CountryShare
United States14.6%
Japan7.5%
Germany6.8%
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 Vegetarian cuisine audience in United States is strongest.

Fig. 05

Top regions by affinity

Vegetarian cuisine fans by region: top regions in United States
#RegionReachAffinity×
01Alaska~70K1.53×
02California~3M1.38×
03Vermont~50K1.23×
04North Dakota~50K1.16×
05South Dakota~50K1.12×
06Nevada~200K1.10×
07Montana~60K1.10×
08Rhode Island~70K1.08×
09Delaware~60K1.07×
10Hawaii~100K1.06×
11New Hampshire~90K1.06×
12Maine~80K1.05×
13New Mexico~100K1.03×
14West Virginia~100K1.03×
15Arizona~400K1.00×
16Washington~400K1.00×
17Idaho~100K1.00×
18Washington, District of Columbia~60K1.00×
19Mississippi~200K0.99×
20Nebraska~100K0.98×
21Arkansas~200K0.96×
22Kansas~200K0.96×
23Oregon~200K0.95×
24Iowa~200K0.95×
25Louisiana~300K0.93×
26Oklahoma~200K0.92×
27Connecticut~200K0.92×
28Michigan~500K0.91×
29Wisconsin~300K0.91×
30Maryland~300K0.90×
31Missouri~300K0.90×
32Kentucky~200K0.90×
33Utah~200K0.90×
34Texas~1.5M0.89×
35New Jersey~500K0.89×
36Alabama~300K0.89×
37Georgia~600K0.88×
38North Carolina~600K0.88×
39South Carolina~300K0.88×
40Florida~1M0.86×
41New York~1M0.86×
42Virginia~400K0.86×
43Tennessee~400K0.86×
44Massachusetts~400K0.86×
45Minnesota~300K0.86×
46Ohio~500K0.85×
47Indiana~300K0.85×
48Pennsylvania~600K0.84×
49Colorado~300K0.84×
50Illinois~600K0.80×
Fig. 06

Affinity by region

Affinity by region — Vegetarian cuisine, United States
0.80×1.00×1.53×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Vegetarian cuisine audience
#·InterestCategoryAffinity×
01Veggie burgerFood & Beverages9.12×
02Global warmingPolitics & Society6.15×
03Natural foodsFood & Beverages3.46×
04Simple livingPolitics & Society3.26×
05Scooby-DooMovies & TV3.02×
06Italian cuisineFood & Beverages2.80×
07Organic farmingFood & Beverages2.71×
08Self-awarenessHealth2.67×
09Fast food restaurantsFood & Beverages2.63×
10Trader Joe'sShopping2.52×
11Local foodFood & Beverages2.36×
12NASDAQBusiness & Career2.35×
13MilkFood & Beverages2.20×
14Mobile gameGames1.83×
15Do it yourself (DIY)Home & Garden1.81×
16MeatFood & Beverages1.79×
17LunchFood & Beverages1.77×
18SupermanMovies & TV1.68×
19Quality of lifeHealth1.54×
20VeganismFood & Beverages1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Vegetarian cuisine 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 Vegetarian cuisine audience · What stands out
TraitClusterDeviationScore
Healthy LifestyleBALANCE1.81×
IndulgenceJOY1.68×
Design AffinityPREMIUM1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Vegetarian cuisine audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.78×
Need for SecurityCONSERVATISM0.86×
Social Media UsageJOY0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Vegetarian cuisine have in United States?

Vegetarian cuisine has an estimated audience of 20,968,856 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Vegetarian cuisine fans?

63.0% of Vegetarian cuisine fans are female, 37.0% are male, with an average age of 38.5 years.

03

Which brands do Vegetarian cuisine fans like most?

Vegetarian cuisine fans show strongest brand affinity for Trader Joe's (2.52×), Superman (1.68×), and Italian cuisine (2.8×) over the country average.

04

Where do Vegetarian cuisine fans live in United States?

Vegetarian cuisine fans in United States are most concentrated in California (reach ~3M), Texas (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Vegetarian cuisine fans also like?

Beyond Vegetarian cuisine itself, the audience over-indexes on Superman (1.68×), Italian cuisine (2.8×), Global warming (6.15×), and Do it yourself (DIY) (1.81×) compared to the United States average.

Appendix

Explore more audiences

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

More Cuisine audiences in United States

See Vegetarian cuisine audiences in other countries

How to read this data

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

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