Rascasse Audience Intelligence

Dairy Queen Target Market in United States

A data profile of the people who buy, follow and care about Dairy Queen in United States — modelled from more than twelve digital signal sources. Dairy Queen has an estimated audience of 24,542,228 people in United States.

#14among Restaurants in United States#128among Brand in United States#111in Food & Beverages

The average Dairy Queen fan in United States is 37.5 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, Ohio, Florida.

Top brand affinities include Wendy's, Culver's, Jack in the Box, with strongest over-indexing on Wendy's (3.55× the country average).

Demographically, the Dairy Queen audience skews more female with an average age of 37.5, and over-indexes on personality traits such as Early Adopter Mentality, Pet Ownership.

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

The typical Dairy Queen fan in United States is more female, around 37.5 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Wendy's.

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

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 Dairy Queen profile in United States.

Audience size
24.5M
in United States
Gender
60.8%♀
39.2% male
Age
37.5
average years
Country rank
#1258
Brand in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Dairy Queen

60.8% are female, 39.2% are male, average age 37.5.

Fig. 02

Gender split

60.8%
Female
39.2%
Male
Demographic split for Dairy Queen audience in United States
MetricValue
Female60.8%
Male39.2%
Average age37.5
Estimated audience size24,542,228
Fig. 03

Age distribution

Ø 37.5
average years
Age distribution of the Dairy Queen audience in United States
Age bracketShare%
16-1921%
20-2923%
30-3921%
40-4920%
50+15%
Fig. 04

Worldwide distribution

73.3%

of the worldwide Dairy Queen audience comes from United States.

Worldwide audience distribution share by country for Dairy Queen
CountryShare
United States73.3%
Canada11.5%
Mexico5.6%
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 Dairy Queen audience in United States is strongest.

Fig. 05

Top regions by affinity

Dairy Queen customers by region in United States
#RegionReachAffinity×
01North Dakota~100K2.03×
02West Virginia~200K2.02×
03South Dakota~100K1.82×
04Indiana~800K1.81×
05Nebraska~200K1.79×
06Ohio~1.5M1.70×
07Montana~100K1.70×
08Kentucky~500K1.68×
09Minnesota~600K1.66×
10Iowa~300K1.61×
11Texas~3M1.46×
12Oregon~400K1.39×
13Delaware~90K1.25×
14Michigan~800K1.21×
15Missouri~500K1.21×
16Wisconsin~500K1.21×
17New Mexico~100K1.19×
18Wyoming~40K1.19×
19Kansas~200K1.17×
20Arizona~600K1.12×
21Georgia~800K1.06×
22Pennsylvania~900K1.05×
23Washington~500K1.05×
24Idaho~100K1.05×
25Maine~90K1.04×
26Colorado~400K1.03×
27Illinois~800K0.99×
28Connecticut~200K0.91×
29Tennessee~400K0.89×
30Arkansas~200K0.87×
31New Hampshire~80K0.85×
32Alabama~300K0.84×
33Virginia~500K0.77×
34Mississippi~100K0.70×
35North Carolina~500K0.66×
36Louisiana~200K0.64×
37Nevada~200K0.64×
38Florida~1M0.63×
39Utah~100K0.63×
40Massachusetts~300K0.57×
41South Carolina~200K0.53×
42Maryland~200K0.51×
43New Jersey~300K0.49×
44Oklahoma~100K0.48×
45Alaska~20K0.45×
46Rhode Island~30K0.36×
47California~800K0.31×
48New York~400K0.29×
49Hawaii~30K0.24×
50Washington, District of Columbia~20K0.23×
Fig. 06

Affinity by region

Affinity by region — Dairy Queen, United States
0.23×1.00×2.03×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Dairy Queen audience
#·InterestCategoryAffinity×
01Pollo TropicalFood & Beverages7.53×
02TescoShopping7.41×
03Baskin-RobbinsFood & Beverages6.10×
04White Castle (restaurant)Food & Beverages4.80×
05Culver'sFood & Beverages4.46×
06Jack in the BoxFood & Beverages4.28×
07Shake ShackFood & Beverages3.88×
08Sonic Drive-InFood & Beverages3.69×
09Five GuysFood & Beverages3.68×
10Wendy'sFood & Beverages3.55×
11Arby'sFood & Beverages3.13×
12Raising Cane's Chicken FingersFood & Beverages3.12×
13Popeyes Louisiana KitchenFood & Beverages3.01×
14Taco BellFood & Beverages2.42×
15Panera BreadFood & Beverages2.28×
16WingstopFood & Beverages2.27×
17Chick-fil-AFood & Beverages2.25×
18SubwayFood & Beverages1.86×
19Burger KingFood & Beverages1.74×
20Harry PotterMovies & TV1.65×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Dairy Queen 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 Dairy Queen audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.21×
Pet OwnershipJOY1.09×
Urban LifestyleOPEN1.01×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Dairy Queen audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.65×
Need for SecurityCONSERVATISM0.70×
PatriotismCONSERVATISM0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Dairy Queen's target market in United States?

Dairy Queen's target market in United States covers an estimated 24,542,228 people, concentrated in Texas and Ohio.

02

What is the gender split and age of Dairy Queen customers?

60.8% of the Dairy Queen audience are female, 39.2% are male, with an average age of 37.5 years.

03

Which brands do Dairy Queen fans like most?

Dairy Queen fans show strongest brand affinity for Wendy's (3.55×), Culver's (4.46×), and Jack in the Box (4.28×) over the country average.

04

Where do Dairy Queen fans live in United States?

Dairy Queen fans in United States are most concentrated in Texas (reach ~3M), Ohio (reach ~1.5M), and Florida (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Dairy Queen fans also like?

Beyond Dairy Queen itself, the audience over-indexes on Culver's (4.46×), Jack in the Box (4.28×), Baskin-Robbins (6.1×), and Popeyes Louisiana Kitchen (3.01×) compared to the United States average.

Appendix

Explore more audiences

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

More Restaurants audiences in United States

See Dairy Queen audiences in other countries

How to read this data

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