Rascasse Audience Intelligence

Big Y Target Market in United States

A data profile of the people who buy, follow and care about Big Y in United States — modelled from more than twelve digital signal sources. Big Y has an estimated audience of 2,180,886 people in United States.

#40among Supermarket in United States#1353among Brand in United States#242in Shopping

The average Big Y fan in United States is 38.7 years old, more female, and lives primarily in Connecticut.

The audience is concentrated in Connecticut, Massachusetts, New York.

Top brand affinities include Stop & Shop, Acme Markets, Giant Eagle, with strongest over-indexing on Stop & Shop (26.11× the country average).

Demographically, the Big Y audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Convenience Orientation, Family Orientation.

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

The typical Big Y fan in United States is more female, around 38.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Stop & Shop.

Category: Shopping · Type: Brand · Subtype: Supermarket

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 Big Y profile in United States.

Audience size
2.2M
in United States
Gender
57.0%♀
43.0% male
Age
38.7
average years
Country rank
#13298
Brand in United States
Fig. 01

Search interest · 12-month trend

+102%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Big Y

57.0% are female, 43.0% are male, average age 38.7.

Fig. 02

Gender split

57.0%
Female
43.0%
Male
Demographic split for Big Y audience in United States
MetricValue
Female57.0%
Male43.0%
Average age38.7
Estimated audience size2,180,886
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Big Y audience in United States
Age bracketShare%
16-1925%
20-2917%
30-3917%
40-4918%
50+23%
Fig. 04

Worldwide distribution

94.8%

of the worldwide Big Y audience comes from United States.

Worldwide audience distribution share by country for Big Y
CountryShare
United States94.8%
Germany0.5%
Brazil0.4%
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 Big Y audience in United States is strongest.

Fig. 05

Top regions by affinity

Big Y customers by region in United States
#RegionReachAffinity×
01Connecticut~700K34.19×
02Massachusetts~500K12.32×
03Rhode Island~10K1.93×
04North Dakota~3K0.74×
05Alaska~3K0.73×
06Wyoming~2K0.73×
07Montana~4K0.69×
08South Dakota~3K0.66×
09Mississippi~10K0.62×
10Vermont~2K0.62×
11New Mexico~6K0.60×
12Hawaii~5K0.58×
13Nebraska~5K0.57×
14Idaho~5K0.51×
15Arkansas~7K0.44×
16Oklahoma~9K0.42×
17West Virginia~4K0.42×
18Kansas~6K0.41×
19New Hampshire~3K0.41×
20Louisiana~10K0.40×
21Nevada~7K0.40×
22Delaware~2K0.40×
23Alabama~10K0.39×
24Utah~6K0.36×
25Wisconsin~8K0.30×
26Maine~2K0.28×
27Iowa~4K0.25×
28New York~30K0.24×
29Minnesota~7K0.24×
30Kentucky~6K0.24×
31Missouri~7K0.23×
32Oregon~5K0.23×
33Arizona~8K0.20×
34Tennessee~8K0.20×
35Colorado~5K0.18×
36Indiana~6K0.17×
37South Carolina~5K0.17×
38New Jersey~7K0.15×
39Washington~6K0.15×
40Maryland~5K0.14×
41Illinois~7K0.11×
42Georgia~6K0.11×
43Ohio~6K0.11×
44Michigan~5K0.11×
45Virginia~5K0.11×
46Pennsylvania~6K0.10×
47North Carolina~6K0.10×
48Texas~10K0.07×
49Florida~9K0.07×
50California~10K0.06×
Fig. 06

Affinity by region

Affinity by region — Big Y, United States
0.06×1.00×34.19×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Big Y audience
#·InterestCategoryAffinity×
01Ceres BreweryFood & Beverages33.44×
02Stop & ShopShopping26.11×
03Giant EagleShopping23.75×
04Acme MarketsShopping22.37×
05Piggly WigglyFood & Beverages20.04×
06Women's ShoesFashion & Accessoires20.00×
07UConn Women's BasketballSports16.75×
08King SoopersShopping15.24×
09Harris TeeterShopping9.73×
10Colorado AvalancheSports8.55×
11WegmansShopping7.49×
12QVCMovies & TV7.15×
13Weather forecastingHome & Garden6.57×
14AlbertsonsShopping6.30×
15FedExBusiness & Career4.34×
16Renewable energyBusiness & Career4.14×
17PublixShopping3.51×
18Discount storesShopping3.34×
19Mortgage loansBusiness & Career3.25×
20PinterestInternet & Social Media2.45×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Big Y 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 Big Y audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.12×
Family OrientationCONSERVATISM1.98×
Price SensitivityPREMIUM1.75×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Big Y audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.76×
Risk AppetiteTHRILL0.82×
PatriotismCONSERVATISM0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Big Y's target market in United States?

Big Y's target market in United States covers an estimated 2,180,886 people, concentrated in Connecticut and Massachusetts.

02

What is the gender split and age of Big Y customers?

57.0% of the Big Y audience are female, 43.0% are male, with an average age of 38.7 years.

03

Which brands do Big Y fans like most?

Big Y fans show strongest brand affinity for Stop & Shop (26.11×), Acme Markets (22.37×), and Giant Eagle (23.75×) over the country average.

04

Where do Big Y fans live in United States?

Big Y fans in United States are most concentrated in Connecticut (reach ~700K), Massachusetts (reach ~500K), and New York (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Big Y fans also like?

Beyond Big Y itself, the audience over-indexes on Acme Markets (22.37×), Giant Eagle (23.75×), King Soopers (15.24×), and Piggly Wiggly (20.04×) compared to the United States average.

Appendix

Explore more audiences

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

More Supermarket audiences in United States

See Big Y audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Big Y. 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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