Rascasse Audience Intelligence

Hy-Vee Target Market in United States

Hy-Vee has an estimated audience of 6.4M people in United States.

#24among Supermarket in United States#594among brands in United States#141in Shopping

The average Hy-Vee fan in United States is 43.4 years old, more female, and lives primarily in Iowa.

By number of fans, Hy-Vee ranks #24 among the 221 objects in Supermarket in United States — 4.6× the group median.

Its fans are 4.3 years older than the group average of 39.1.

Compared with the other 220 objects in Supermarket, Hy-Vee fans stand out for their interest in WinCo Foods, Kwik Trip and Iowa.

Most fans live in Iowa, Minnesota, Missouri.

Top affinities include Cub Foods, WinCo Foods, King Soopers, with strongest over-indexing on Cub Foods (15.49× the country average).

Demographically, the Hy-Vee audience skews more female with an average age of 43.4, and over-indexes on personality traits such as Price Sensitivity, Convenience Orientation.

The typical Hy-Vee fan in United States is more female, around 43.4 years old, with strong Price Sensitivity tendencies and a notable affinity for Cub Foods.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
6.4M
in United States
Gender
63.3%♀
36.7% male
Age
43.4
average years
Country rank
#5377
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 Hy-Vee

63.3% are female, 36.7% are male, average age 43.4.

Fig. 02

Gender split

63.3%
Female
36.7%
Male
Demographic split for Hy-Vee audience in United States
MetricValue
Female63.3%
Male36.7%
Average age43.4
Estimated audience size6.4M
Fig. 03

Age distribution

Ø 43.4
average years
Age distribution of the Hy-Vee audience in United States
Age bracketShare%
16-2413%
25-3417%
35-4418%
45-5421%
55+30%
Fig. 04

Worldwide distribution

97.1%

of the worldwide Hy-Vee audience comes from United States.

Worldwide audience distribution share by country for Hy-Vee
CountryShare
United States97.1%
Japan0.4%
Canada0.3%
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

Hy-Vee customers by region in United States
#RegionReachAffinity×
01Iowa~900K15.41×
02Nebraska~400K10.64×
03South Dakota~100K7.65×
04Minnesota~600K5.28×
05Missouri~500K3.92×
06Kansas~200K3.89×
07Wisconsin~200K1.84×
08Illinois~200K0.92×
09Vermont~8K0.63×
10Alaska~7K0.54×
11Rhode Island~10K0.51×
12Delaware~9K0.49×
13New Hampshire~10K0.43×
14Maine~10K0.41×
15Hawaii~10K0.38×
16Montana~8K0.37×
17Wyoming~4K0.37×
18West Virginia~10K0.34×
19Idaho~10K0.33×
20New Mexico~10K0.32×
21North Dakota~4K0.26×
22Connecticut~10K0.20×
23Mississippi~10K0.20×
24Utah~10K0.18×
25Oregon~10K0.16×
26Nevada~10K0.16×
27Arkansas~9K0.15×
28Maryland~20K0.14×
29South Carolina~10K0.14×
30Louisiana~10K0.14×
31Kentucky~10K0.13×
32Oklahoma~10K0.13×
33Alabama~10K0.12×
34Massachusetts~10K0.11×
35Colorado~10K0.11×
36New Jersey~20K0.10×
37Indiana~10K0.10×
38Washington~10K0.09×
39Arizona~10K0.09×
40Tennessee~10K0.09×
41Michigan~10K0.08×
42Virginia~10K0.08×
43Pennsylvania~20K0.07×
44Ohio~20K0.07×
45Georgia~20K0.07×
46North Carolina~20K0.07×
47Texas~20K0.05×
48Florida~20K0.05×
49New York~20K0.05×
50California~30K0.04×
Fig. 06

Affinity by region

Affinity by region — Hy-Vee, United States
0.04×1.00×15.41×
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 Hy-Vee audience vs. the country average
#·InterestCategoryAffinity×
01Cub FoodsShopping15.49×
02WinCo FoodsFood & Beverages11.76×
03King SoopersShopping11.28×
04Kwik TripShopping8.55×
05AlbertsonsShopping7.57×
06RalphsShopping7.37×
07Food LionShopping7.16×
08IowaTravel & Leisure6.81×
09VonsShopping6.32×
10South DakotaTravel & Leisure6.17×
11KansasTravel & Leisure5.79×
12Fred MeyerShopping5.23×
13Casey's General StoresFood & Beverages4.73×
14MeijerShopping4.57×
15PublixShopping3.45×
16MinnesotaTravel & Leisure3.16×
17AldiShopping2.89×
18Midwestern United StatesTravel & Leisure2.58×
19Dollar GeneralShopping2.23×
20Sam's ClubShopping1.96×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Hy-Vee audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Hy-Vee audience vs. the country average · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.44×
Convenience OrientationPREMIUM1.36×
Community OrientationOPEN1.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Hy-Vee audience vs. the country average · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.75×
MindfulnessBALANCE0.85×
Pet OwnershipJOY0.89×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket 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 Hy-Vee 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/hy-vee-138” · Methodology