Rascasse Audience Intelligence

Baskin-Robbins Target Market in United States

Baskin-Robbins has an estimated audience of 10.3M people in United States.

#1among Icecream in United States#378among brands in United States#271in Food & Beverages

The average Baskin-Robbins fan in United States is 38.9 years old, more female, and lives primarily in California.

By number of fans, Baskin-Robbins ranks #1 among the 30 objects in Icecream in United States — 52.2× the group median.

Its fans are 1.5 years older than the group average of 37.4.

Women make up 65.1% of the fan base, 7.4 percentage points more than the group average.

Compared with the other 29 objects in Icecream, Baskin-Robbins fans stand out for their interest in Tesco, Jewel-Osco and Jeni's Splendid Ice Creams.

Most fans live in California, Texas, Illinois.

Top affinities include Tesco, Ben & Jerry's, Jewel-Osco, with strongest over-indexing on Tesco (9.45× the country average).

Demographically, the Baskin-Robbins audience skews more female with an average age of 38.9, and over-indexes on personality traits such as Indulgence, Travelling.

The typical Baskin-Robbins fan in United States is more female, around 38.9 years old, with strong Indulgence tendencies and a notable affinity for Tesco.

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
10.3M
in United States
Gender
65.1%♀
34.9% male
Age
38.9
average years
Country rank
#3521
among all objects in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Baskin-Robbins

65.1% are female, 34.9% are male, average age 38.9.

Fig. 02

Gender split

65.1%
Female
34.9%
Male
Demographic split for Baskin-Robbins audience in United States
MetricValue
Female65.1%
Male34.9%
Average age38.9
Estimated audience size10.3M
Fig. 03

Age distribution

Ø 38.9
average years
Age distribution of the Baskin-Robbins audience in United States
Age bracketShare%
16-2423%
25-3420%
35-4419%
45-5420%
55+19%
Fig. 04

Worldwide distribution

40.5%

of the worldwide Baskin-Robbins audience comes from United States.

Worldwide audience distribution share by country for Baskin-Robbins
CountryShare
United States40.5%
Saudi Arabia13.5%
Japan9.8%
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

Fig. 05

Top regions by affinity

Baskin-Robbins customers by region in United States
#RegionReachAffinity×
01Hawaii~200K3.65×
02New Mexico~200K2.88×
03California~3M2.32×
04Tennessee~500K2.07×
05Louisiana~300K2.01×
06Nevada~200K1.99×
07Mississippi~200K1.90×
08Washington~400K1.72×
09Utah~200K1.66×
10Oregon~200K1.57×
11Illinois~600K1.54×
12Texas~1M1.52×
13Idaho~80K1.48×
14Arizona~300K1.44×
15Kansas~100K1.40×
16Maryland~200K1.29×
17Missouri~200K1.19×
18Kentucky~200K1.19×
19Colorado~200K1.06×
20Arkansas~90K1.00×
21Wisconsin~200K0.98×
22Virginia~200K0.88×
23New York~500K0.84×
24Michigan~300K0.83×
25Georgia~300K0.81×
26Montana~30K0.76×
27West Virginia~40K0.75×
28South Carolina~100K0.72×
29Alabama~100K0.72×
30Florida~500K0.71×
31New Jersey~200K0.71×
32Indiana~100K0.71×
33Oklahoma~80K0.68×
34Wyoming~10K0.64×
35Alaska~10K0.62×
36North Carolina~200K0.60×
37Iowa~50K0.56×
38Ohio~200K0.46×
39Washington, District of Columbia~9K0.45×
40Delaware~10K0.44×
41Minnesota~70K0.42×
42Connecticut~50K0.42×
43Nebraska~30K0.42×
44Pennsylvania~100K0.35×
45North Dakota~8K0.32×
46South Dakota~8K0.30×
47Rhode Island~8K0.24×
48Maine~10K0.23×
49New Hampshire~9K0.22×
50Massachusetts~40K0.20×
Fig. 06

Affinity by region

Affinity by region — Baskin-Robbins, United States
0.20×1.00×3.65×
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 Baskin-Robbins audience vs. the country average
#·InterestCategoryAffinity×
01TescoShopping9.45×
02Ben & Jerry'sFood & Beverages8.89×
03Jewel-OscoShopping8.31×
04Jeni's Splendid Ice CreamsFood & Beverages7.85×
05Cold Stone CreameryFood & Beverages7.45×
06Dairy QueenFood & Beverages6.27×
07Krispy KremeFood & Beverages4.83×
08Jersey Mike's SubsFood & Beverages3.70×
09Jimmy John'sFood & Beverages3.53×
10Culver'sFood & Beverages3.05×
11Panda ExpressFood & Beverages2.68×
12IHOPFood & Beverages2.63×
137-ElevenShopping2.57×
14Staples Inc.Business & Career2.31×
15WingstopFood & Beverages2.26×
16Wendy'sFood & Beverages1.85×
17StarbucksFood & Beverages1.70×
18Taco BellFood & Beverages1.67×
19FoodFood & Beverages1.65×
20Chick-fil-AFood & Beverages1.64×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Baskin-Robbins audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Baskin-Robbins audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.30×
TravellingTHRILL1.16×
Healthy LifestyleBALANCE1.15×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Baskin-Robbins audience vs. the country average · Rather not
TraitClusterDeviationScore
CreativityOPEN0.90×
Need for SecurityCONSERVATISM0.90×
TraditionCONSERVATISM0.91×
0×1.00× baseline2×
Appendix

Explore more audiences

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Baskin-Robbins 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
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/baskin-robbins-17386” · Methodology