Rascasse Audience Intelligence

Whole Foods Market Target Market in United States

A data profile of the people who buy, follow and care about Whole Foods Market in United States — modelled from more than twelve digital signal sources. Whole Foods Market has an estimated audience of 64,552,005 people in United States.

#3among Supermarket in United States#13among Brand in United States#15in Shopping

The average Whole Foods Market fan in United States is 36.3 years old, more female, and lives primarily in California.

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

Top brand affinities include Marshalls, CVS Pharmacy, Home decorating ideas, with strongest over-indexing on Marshalls (1.57× the country average).

Demographically, the Whole Foods Market audience skews more female with an average age of 36.3, and over-indexes on personality traits such as Design Affinity, Individualism.

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

The typical Whole Foods Market fan in United States is more female, around 36.3 years old, with strong Design Affinity tendencies and a notable affinity for Marshalls.

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 Whole Foods Market profile in United States.

Audience size
64.6M
in United States
Gender
64.9%♀
35.1% male
Age
36.3
average years
Country rank
#239
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Whole Foods Market

64.9% are female, 35.1% are male, average age 36.3.

Fig. 02

Gender split

64.9%
Female
35.1%
Male
Demographic split for Whole Foods Market audience in United States
MetricValue
Female64.9%
Male35.1%
Average age36.3
Estimated audience size64,552,005
Fig. 03

Age distribution

Ø 36.3
average years
Age distribution of the Whole Foods Market audience in United States
Age bracketShare%
16-1928%
20-2921%
30-3918%
40-4918%
50+16%
Fig. 04

Worldwide distribution

83.6%

of the worldwide Whole Foods Market audience comes from United States.

Worldwide audience distribution share by country for Whole Foods Market
CountryShare
United States83.6%
United Kingdom4.0%
Canada3.4%
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 Whole Foods Market audience in United States is strongest.

Fig. 05

Top regions by affinity

Whole Foods Market customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~700K3.60×
02Massachusetts~3.5M2.79×
03Hawaii~700K2.71×
04New Jersey~3.5M2.09×
05Colorado~2M2.05×
06New York~7M2.01×
07California~13M1.89×
08Connecticut~1M1.74×
09Rhode Island~300K1.73×
10Washington~2M1.70×
11Illinois~3.5M1.55×
12Virginia~2M1.43×
13Maryland~1.5M1.42×
14Oregon~1M1.37×
15Nevada~800K1.33×
16Florida~5.5M1.31×
17Texas~7M1.26×
18North Carolina~2M1.09×
19New Mexico~300K1.04×
20Arizona~1.5M1.01×
21New Hampshire~200K0.99×
22Georgia~2M0.94×
23Pennsylvania~2M0.92×
24Minnesota~800K0.92×
25Tennessee~1M0.80×
26Maine~200K0.76×
27Louisiana~600K0.73×
28Michigan~1M0.68×
29Ohio~1.5M0.67×
30Utah~400K0.67×
31Wyoming~60K0.64×
32South Carolina~600K0.63×
33Kansas~300K0.62×
34Oklahoma~400K0.61×
35Missouri~600K0.56×
36Indiana~600K0.51×
37Nebraska~200K0.51×
38Arkansas~300K0.50×
39Wisconsin~500K0.48×
40Idaho~100K0.47×
41Kentucky~300K0.44×
42Montana~80K0.44×
43Delaware~60K0.35×
44Alabama~300K0.31×
45Iowa~100K0.26×
46Mississippi~100K0.23×
47Vermont~20K0.22×
48North Dakota~20K0.17×
49South Dakota~20K0.15×
50West Virginia~30K0.11×
Fig. 06

Affinity by region

Affinity by region — Whole Foods Market, United States
0.11×1.00×3.60×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Whole Foods Market audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Whole Foods Market audience
#·InterestCategoryAffinity×
01Home decorating ideasHome & Garden2.06×
02Boho-chicFashion & Accessoires1.83×
03Diaper bagKids & Family1.79×
04Dog loversPets & Animals1.77×
05Architecture & DesignBusiness & Career1.75×
06Health And BeautyBeauty & Wellness1.73×
07Healthy habitsHealth1.64×
08Fashion NovaShopping1.63×
09Infant clothingKids & Family1.63×
10Curly HairBeauty & Wellness1.62×
11DachshundPets & Animals1.62×
12CVS PharmacyShopping1.61×
13YouTube MusicInternet & Social Media1.58×
14MarshallsFashion & Accessoires1.57×
15Retro styleFashion & Accessoires1.55×
16H.O.M.E.Home & Garden1.54×
17Home DesignHome & Garden1.54×
18Hair ExtensionsBeauty & Wellness1.52×
19T.J.MaxxShopping1.51×
20Dog collarPets & Animals1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Whole Foods Market 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 Whole Foods Market audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.19×
IndividualismJOY1.12×
Quality AwarenessPREMIUM1.09×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Whole Foods Market audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.70×
PatriotismCONSERVATISM0.76×
Social Media UsageJOY0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Whole Foods Market's target market in United States?

Whole Foods Market's target market in United States covers an estimated 64,552,005 people, concentrated in California and New York.

02

What is the gender split and age of Whole Foods Market customers?

64.9% of the Whole Foods Market audience are female, 35.1% are male, with an average age of 36.3 years.

03

Which brands do Whole Foods Market fans like most?

Whole Foods Market fans show strongest brand affinity for Marshalls (1.57×), CVS Pharmacy (1.61×), and Home decorating ideas (2.06×) over the country average.

04

Where do Whole Foods Market fans live in United States?

Whole Foods Market fans in United States are most concentrated in California (reach ~13M), New York (reach ~7M), and Texas (reach ~7M). These three regions account for the largest share of the active audience.

05

What other brands do Whole Foods Market fans also like?

Beyond Whole Foods Market itself, the audience over-indexes on CVS Pharmacy (1.61×), Home decorating ideas (2.06×), Dog lovers (1.77×), and Fashion Nova (1.63×) 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 Whole Foods Market audiences in other countries

How to read this data

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