Rascasse Audience Intelligence

Baskin-Robbins Target Market in United States

A data profile of the people who buy, follow and care about Baskin-Robbins in United States — modelled from more than twelve digital signal sources. Baskin-Robbins has an estimated audience of 10,635,289 people in United States.

#1among Icecream in United States#342among Brand in United States#264in Food & Beverages

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

The audience is concentrated in California, Texas, Illinois.

Top brand affinities include Dairy Queen, Jewel-Osco, Food, with strongest over-indexing on Dairy Queen (6.27× the country average).

Demographically, the Baskin-Robbins audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Indulgence, Travelling.

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

The typical Baskin-Robbins fan in United States is more female, around 38.2 years old, with strong Indulgence tendencies and a notable affinity for Dairy Queen.

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

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 Baskin-Robbins profile in United States.

Audience size
10.6M
in United States
Gender
65.1%♀
34.9% male
Age
38.2
average years
Country rank
#3369
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 Baskin-Robbins

65.1% are female, 34.9% are male, average age 38.2.

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 age38.2
Estimated audience size10,635,289
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the Baskin-Robbins audience in United States
Age bracketShare%
16-1923%
20-2920%
30-3919%
40-4920%
50+19%
Fig. 04

Worldwide distribution

42.8%

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

Worldwide audience distribution share by country for Baskin-Robbins
CountryShare
United States42.8%
Saudi Arabia11.2%
Japan10.1%
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 Baskin-Robbins audience in United States is strongest.

Fig. 05

Top regions by affinity

Baskin-Robbins customers by region in United States
#RegionReachAffinity×
01Hawaii~200K3.65×
02New Mexico~100K2.88×
03California~2.5M2.32×
04Tennessee~400K2.07×
05Louisiana~300K2.01×
06Nevada~200K1.99×
07Mississippi~200K1.90×
08Washington~400K1.72×
09Utah~200K1.66×
10Oregon~200K1.57×
11Illinois~500K1.54×
12Texas~1.5M1.52×
13Idaho~80K1.48×
14Arizona~300K1.44×
15Kansas~100K1.40×
16Maryland~200K1.29×
17Missouri~200K1.19×
18Kentucky~200K1.19×
19Colorado~200K1.06×
20Arkansas~80K1.00×
21Wisconsin~200K0.98×
22Virginia~200K0.88×
23New York~500K0.84×
24Michigan~200K0.83×
25Georgia~300K0.81×
26Montana~20K0.76×
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~100K0.46×
39Washington, District of Columbia~10K0.45×
40Delaware~10K0.44×
41Minnesota~60K0.42×
42Connecticut~40K0.42×
43Nebraska~20K0.42×
44Vermont~7K0.38×
45Pennsylvania~100K0.35×
46South Dakota~7K0.30×
47Rhode Island~8K0.24×
48Maine~8K0.23×
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 entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Baskin-Robbins audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Baskin-Robbins audience
#·InterestCategoryAffinity×
01Sports Authority Field at Mile HighSports14.51×
02Wall's (ice cream)Food & Beverages13.76×
03TescoShopping9.45×
04Ben & Jerry'sFood & Beverages8.89×
05Jewel-OscoShopping8.31×
06Jeni's Splendid Ice CreamsFood & Beverages7.85×
07Cold Stone CreameryFood & Beverages7.45×
08Dairy QueenFood & Beverages6.27×
09Krispy KremeFood & Beverages4.83×
10Jersey Mike's SubsFood & Beverages3.70×
11Jimmy John'sFood & Beverages3.53×
12Culver'sFood & Beverages3.05×
13Panda ExpressFood & Beverages2.68×
14IHOPFood & Beverages2.63×
157-ElevenShopping2.57×
16Staples Inc.Business & Career2.31×
17WingstopFood & Beverages2.26×
18Wendy'sFood & Beverages1.85×
19StarbucksFood & Beverages1.70×
20FoodFood & Beverages1.65×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Baskin-Robbins 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 Baskin-Robbins audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.30×
TravellingTHRILL1.16×
Healthy LifestyleBALANCE1.15×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Baskin-Robbins audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.90×
Need for SecurityCONSERVATISM0.90×
TraditionCONSERVATISM0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Baskin-Robbins's target market in United States?

Baskin-Robbins's target market in United States covers an estimated 10,635,289 people, concentrated in California and Texas.

02

What is the gender split and age of Baskin-Robbins customers?

65.1% of the Baskin-Robbins audience are female, 34.9% are male, with an average age of 38.2 years.

03

Which brands do Baskin-Robbins fans like most?

Baskin-Robbins fans show strongest brand affinity for Dairy Queen (6.27×), Jewel-Osco (8.31×), and Food (1.65×) over the country average.

04

Where do Baskin-Robbins fans live in United States?

Baskin-Robbins fans in United States are most concentrated in California (reach ~2.5M), Texas (reach ~1.5M), and Illinois (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Baskin-Robbins fans also like?

Beyond Baskin-Robbins itself, the audience over-indexes on Jewel-Osco (8.31×), Food (1.65×), Cold Stone Creamery (7.45×), and Krispy Kreme (4.83×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Baskin-Robbins. 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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