Rascasse Audience Intelligence

Nescafé Target Market in United States

Nescafé has an estimated audience of 1.3M people in United States.

#4among Coffee in United States
#2159among brands in United States#1163in Food & Beverages

The average Nescafé fan in United States is 39.4 years old, more female, and lives primarily in California.

By number of fans, Nescafé ranks #5 among the 42 objects in Coffee in United States — 28.8× the group median.

Its fans are 1.4 years older than the group average of 38.0.

Women make up 64.1% of the fan base, 5.4 percentage points more than the group average.

Compared with the other 41 objects in Coffee, Nescafé fans stand out for their interest in Frappé coffee, Yellow tea and 360.

Most fans live in California, Texas, New York.

Top affinities include Stumptown Coffee Roasters, Costa Coffee, Frappé coffee, with strongest over-indexing on Stumptown Coffee Roasters (104× the country average).

Demographically, the Nescafé audience skews more female with an average age of 39.4, and over-indexes on personality traits such as Design Affinity, Indulgence.

The typical Nescafé fan in United States is more female, around 39.4 years old, with strong Design Affinity tendencies and a notable affinity for Stumptown Coffee Roasters.

Category: Food & Beverages · Type: Brand · Subtype: Coffee

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
1.3M
in United States
Gender
64.1%♀
35.9% male
Age
39.4
average years
Country rank
#19581
among all objects in United States
Fig. 01

Search interest · 12-month trend

+45%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Nescafé

64.1% are female, 35.9% are male, average age 39.4.

Fig. 02

Gender split

64.1%
Female
35.9%
Male
Demographic split for Nescafé audience in United States
MetricValue
Female64.1%
Male35.9%
Average age39.4
Estimated audience size1.3M
Fig. 03

Age distribution

Ø 39.4
average years
Age distribution of the Nescafé audience in United States
Age bracketShare%
16-2422%
25-3420%
35-4418%
45-5418%
55+22%
Fig. 04

Worldwide distribution

7.2%

of the worldwide Nescafé audience comes from United States.

Worldwide audience distribution share by country for Nescafé
CountryShare
Indonesia7.9%
United States7.2%
Mexico6.0%
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

Fig. 05

Top regions by affinity

Nescafé customers by region in United States
#RegionReachAffinity×
01California~300K1.91×
02Texas~200K1.72×
03Illinois~70K1.48×
04New York~100K1.42×
05New Jersey~50K1.31×
06Nevada~20K1.31×
07Arizona~40K1.25×
08Washington~40K1.18×
09Florida~100K1.17×
10Georgia~50K1.14×
11Massachusetts~30K1.12×
12Maryland~30K1.12×
13Virginia~40K1.08×
14Connecticut~20K1.08×
15Kansas~10K1.07×
16Oregon~20K1.05×
17New Mexico~9K1.05×
18Oklahoma~20K1.04×
19Arkansas~10K1.04×
20Washington, District of Columbia~3K1.04×
21North Carolina~40K1.03×
22Indiana~30K1.03×
23Nebraska~8K1.03×
24Michigan~40K0.99×
25Tennessee~30K0.99×
26Rhode Island~4K0.99×
27Minnesota~20K0.98×
28Louisiana~20K0.97×
29Colorado~20K0.95×
30Kentucky~20K0.95×
31Hawaii~5K0.95×
32Iowa~10K0.94×
33Delaware~4K0.91×
34Utah~10K0.90×
35North Dakota~3K0.89×
36Alaska~2K0.89×
37Wisconsin~20K0.88×
38Idaho~6K0.88×
39Missouri~20K0.87×
40Pennsylvania~40K0.85×
41South Carolina~20K0.84×
42Mississippi~10K0.84×
43New Hampshire~4K0.84×
44Ohio~40K0.83×
45Alabama~20K0.83×
46South Dakota~3K0.83×
47Maine~4K0.82×
48Vermont~2K0.82×
49West Virginia~5K0.78×
50Montana~3K0.76×
Fig. 06

Affinity by region

Affinity by region — Nescafé, United States
0.76×1.00×1.91×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Nescafé audience vs. the country average
#·InterestCategoryAffinity×
01Stumptown Coffee RoastersFood & Beverages104.00×
02Costa CoffeeFood & Beverages103.66×
03Frappé coffeeFood & Beverages103.48×
04Yellow teaTopic101.76×
05360Music & Radio89.56×
06IllyFood & Beverages89.56×
07White CollarMovies & TV83.58×
08De'LonghiHome & Garden81.91×
09Latte artFood & Beverages57.84×
10LavazzaFood & Beverages56.91×
11Caffè AmericanoFood & Beverages50.00×
12Instant coffeeFood & Beverages36.49×
13Espresso machineHome & Garden34.96×
14Caribou CoffeeFood & Beverages32.27×
15FrappuccinoFood & Beverages25.87×
16NespressoFood & Beverages23.54×
17Specialty coffeeFood & Beverages16.21×
18Coffee preparationHome & Garden9.97×
19Dunkin' DonutsFood & Beverages7.67×
20CleverMusic & Radio3.49×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Nescafé audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Nescafé audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.84×
IndulgenceJOY1.56×
Luxury OrientationPREMIUM1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Nescafé audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.52×
Community OrientationOPEN0.74×
Need for SecurityCONSERVATISM0.75×
0×1.00× baseline2×
Appendix

Explore more audiences

More Coffee audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Nescafé over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/nescafe-10123” · Methodology