Rascasse Audience Intelligence

Baileys Irish Cream Target Market in United States

A data profile of the people who buy, follow and care about Baileys Irish Cream in United States — modelled from more than twelve digital signal sources. Baileys Irish Cream has an estimated audience of 1,164,599 people in United States.

#28among Spirits in United States#2187among Brand in United States#1214in Food & Beverages

The average Baileys Irish Cream fan in United States is 42.3 years old, more female, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Irish cream, Liqueur, Cream liqueur, with strongest over-indexing on Irish cream (82.7× the country average).

Demographically, the Baileys Irish Cream audience skews more female with an average age of 42.3, and over-indexes on personality traits such as Indulgence, Community Orientation.

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

The typical Baileys Irish Cream fan in United States is more female, around 42.3 years old, with strong Indulgence tendencies and a notable affinity for Irish cream.

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

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 Baileys Irish Cream profile in United States.

Audience size
1.2M
in United States
Gender
71.4%♀
28.6% male
Age
42.3
average years
Country rank
#21314
Brand in United States
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Baileys Irish Cream

71.4% are female, 28.6% are male, average age 42.3.

Fig. 02

Gender split

71.4%
Female
28.6%
Male
Demographic split for Baileys Irish Cream audience in United States
MetricValue
Female71.4%
Male28.6%
Average age42.3
Estimated audience size1,164,599
Fig. 03

Age distribution

Ø 42.3
average years
Age distribution of the Baileys Irish Cream audience in United States
Age bracketShare%
16-1913%
20-2919%
30-3919%
40-4922%
50+27%
Fig. 04

Worldwide distribution

20.6%

of the worldwide Baileys Irish Cream audience comes from United States.

Worldwide audience distribution share by country for Baileys Irish Cream
CountryShare
United States20.6%
Germany11.5%
United Kingdom10.1%
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 Baileys Irish Cream audience in United States is strongest.

Fig. 05

Top regions by affinity

Baileys Irish Cream customers by region in United States
#RegionReachAffinity×
01Alaska~8K3.37×
02Colorado~30K1.39×
03Florida~100K1.38×
04North Carolina~50K1.34×
05Indiana~30K1.23×
06Massachusetts~30K1.21×
07New York~80K1.20×
08Connecticut~10K1.15×
09Nebraska~7K1.13×
10New Jersey~30K1.12×
11Rhode Island~4K1.10×
12Arkansas~10K1.06×
13Pennsylvania~40K1.05×
14Georgia~40K1.03×
15New Hampshire~5K1.02×
16Texas~100K1.01×
17Maine~4K0.99×
18Delaware~3K0.99×
19Louisiana~10K0.98×
20Illinois~40K0.97×
21Tennessee~20K0.97×
22Oklahoma~10K0.96×
23Alabama~20K0.95×
24Washington, District of Columbia~3K0.94×
25Nevada~10K0.93×
26Maryland~20K0.92×
27Kentucky~10K0.92×
28Mississippi~9K0.92×
29Kansas~8K0.92×
30West Virginia~5K0.92×
31North Dakota~2K0.91×
32Virginia~30K0.90×
33South Carolina~20K0.90×
34Iowa~8K0.89×
35Michigan~30K0.88×
36Oregon~10K0.87×
37Vermont~2K0.87×
38California~100K0.86×
39Washington~20K0.86×
40Missouri~20K0.86×
41Wisconsin~10K0.86×
42Minnesota~10K0.86×
43Idaho~5K0.86×
44Ohio~30K0.84×
45Arizona~20K0.84×
46Montana~3K0.84×
47South Dakota~2K0.84×
48Hawaii~4K0.80×
49New Mexico~5K0.79×
50Utah~8K0.77×
Fig. 06

Affinity by region

Affinity by region — Baileys Irish Cream, United States
0.77×1.00×3.37×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Baileys Irish Cream audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Baileys Irish Cream audience
#·InterestCategoryAffinity×
01Ladyfinger (biscuit)Food & Beverages94.76×
02Irish creamFood & Beverages82.70×
03Cream liqueurFood & Beverages56.90×
04Georgetown CupcakeFood & Beverages48.53×
05LiqueurFood & Beverages10.96×
06CreamFood & Beverages3.86×
07Savannah GuthrieMovies & TV3.44×
08Hobby LobbyHome & Garden2.78×
09MotherhoodKids & Family2.45×
10Google DriveTechnology & Electronics2.45×
11AldiShopping2.19×
12ChildKids & Family1.83×
13BeautyBeauty & Wellness1.75×
14Alcoholic beveragesFood & Beverages1.74×
15United StatesTravel & Leisure1.72×
16Food and drinkFood & Beverages1.70×
17BeveragesFood & Beverages1.69×
18CultureLiterature1.67×
19FoodFood & Beverages1.65×
20RestaurantsFood & Beverages1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Baileys Irish Cream 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 Baileys Irish Cream audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.92×
Community OrientationOPEN1.57×
Quality AwarenessPREMIUM1.49×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Baileys Irish Cream audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.67×
SustainabilityBALANCE0.74×
Risk AppetiteTHRILL0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Baileys Irish Cream's target market in United States?

Baileys Irish Cream's target market in United States covers an estimated 1,164,599 people, concentrated in California and Florida.

02

What is the gender split and age of Baileys Irish Cream customers?

71.4% of the Baileys Irish Cream audience are female, 28.6% are male, with an average age of 42.3 years.

03

Which brands do Baileys Irish Cream fans like most?

Baileys Irish Cream fans show strongest brand affinity for Irish cream (82.7×), Liqueur (10.96×), and Cream liqueur (56.9×) over the country average.

04

Where do Baileys Irish Cream fans live in United States?

Baileys Irish Cream fans in United States are most concentrated in California (reach ~100K), Florida (reach ~100K), and Texas (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Baileys Irish Cream fans also like?

Beyond Baileys Irish Cream itself, the audience over-indexes on Liqueur (10.96×), Cream liqueur (56.9×), Georgetown Cupcake (48.53×), and Motherhood (2.45×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

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See Baileys Irish Cream audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Baileys Irish Cream. 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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