Rascasse Audience Intelligence

Starbucks Target Market in United States

Starbucks has an estimated audience of 64M people in United States.

#1among Coffee in United States
#17among brands in United States#19in Food & Beverages

The average Starbucks fan in United States is 38.2 years old, more female, and lives primarily in California.

By number of fans, Starbucks ranks #1 among the 42 objects in Coffee in United States — 1,413.4× the group median.

Women make up 66.1% of the fan base, 7.4 percentage points more than the group average.

Compared with the other 41 objects in Coffee, Starbucks fans stand out for their interest in Chipotle Mexican Grill, Burger King and Wendy's.

Most fans live in California, Texas, Florida.

Top affinities include Chipotle Mexican Grill, Burger King, Wendy's, with strongest over-indexing on Chipotle Mexican Grill (3.17× the country average).

Demographically, the Starbucks audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Family Orientation, Need for Security.

The typical Starbucks fan in United States is more female, around 38.2 years old, with strong Family Orientation tendencies and a notable affinity for Chipotle Mexican Grill.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
64M
in United States
Gender
66.1%♀
33.9% male
Age
38.2
average years
Country rank
#242
among all objects in United States
Fig. 01

Search interest · 12-month trend

-51%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Starbucks

66.1% are female, 33.9% are male, average age 38.2.

Fig. 02

Gender split

66.1%
Female
33.9%
Male
Demographic split for Starbucks audience in United States
MetricValue
Female66.1%
Male33.9%
Average age38.2
Estimated audience size64M
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the Starbucks audience in United States
Age bracketShare%
16-2424%
25-3421%
35-4418%
45-5418%
55+19%
Fig. 04

Worldwide distribution

30.1%

of the worldwide Starbucks audience comes from United States.

Worldwide audience distribution share by country for Starbucks
CountryShare
United States30.1%
Japan9.6%
China6.5%
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

Starbucks customers by region in United States
#RegionReachAffinity×
01California~13M1.76×
02Nevada~1M1.74×
03Hawaii~400K1.50×
04Washington~2M1.47×
05Colorado~1.5M1.36×
06Texas~6M1.33×
07New Mexico~500K1.28×
08Florida~5M1.26×
09Illinois~3M1.26×
10Arizona~2M1.26×
11Washington, District of Columbia~200K1.24×
12Oregon~900K1.16×
13Virginia~2M1.14×
14South Carolina~1M1.14×
15Indiana~1.5M1.09×
16New York~4M1.08×
17Georgia~2.5M1.08×
18North Carolina~2.5M1.08×
19Tennessee~1.5M1.03×
20New Jersey~2M1.02×
21Maryland~1M1.00×
22Utah~600K0.98×
23Massachusetts~1.5M0.96×
24Wisconsin~1M0.96×
25Minnesota~1M0.96×
26Connecticut~600K0.92×
27Ohio~2M0.91×
28Missouri~1M0.91×
29Kansas~500K0.91×
30Wyoming~100K0.91×
31Oklahoma~700K0.90×
32Pennsylvania~2M0.88×
33Delaware~200K0.88×
34Nebraska~300K0.87×
35Michigan~1.5M0.85×
36Idaho~300K0.85×
37Kentucky~700K0.84×
38Alabama~800K0.83×
39South Dakota~100K0.82×
40Louisiana~700K0.81×
41Montana~200K0.81×
42Iowa~500K0.79×
43Rhode Island~200K0.77×
44New Hampshire~200K0.75×
45North Dakota~100K0.75×
46Arkansas~400K0.74×
47West Virginia~300K0.74×
48Mississippi~400K0.67×
49Alaska~90K0.67×
50Maine~100K0.57×
Fig. 06

Affinity by region

Affinity by region — Starbucks, United States
0.57×1.00×1.76×
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 Starbucks audience vs. the country average
#·InterestCategoryAffinity×
01Chipotle Mexican GrillFood & Beverages3.17×
02Burger KingFood & Beverages2.94×
03Wendy'sFood & Beverages2.77×
04Concurrent Versions SystemTechnology & Electronics2.45×
05McDonald'sFood & Beverages2.27×
06Dick Van DykeMovies & TV2.16×
07MenardsHome & Garden2.06×
08FriendshipKids & Family2.00×
09Google DocsInternet & Social Media1.75×
10Hobby LobbyHome & Garden1.72×
11Rob ReinerMovies & TV1.66×
12Dollar GeneralShopping1.65×
13RedditInternet & Social Media1.63×
14Taco BellFood & Beverages1.63×
15SubwayFood & Beverages1.63×
16Chick-fil-AFood & Beverages1.58×
17Pizza HutFood & Beverages1.56×
18GmailInternet & Social Media1.56×
19Sam's ClubShopping1.53×
20HollywoodTravel & Leisure1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Starbucks audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Starbucks audience vs. the country average · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.25×
Need for SecurityCONSERVATISM1.24×
Convenience OrientationPREMIUM1.23×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Starbucks audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.76×
Risk AppetiteTHRILL0.85×
Early Adopter MentalityPOWER0.85×
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 Starbucks 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/starbucks-18351” · Methodology