Rascasse Audience Intelligence

Dunkin' Donuts Target Market in United States

A data profile of the people who buy, follow and care about Dunkin' Donuts in United States — modelled from more than twelve digital signal sources. Dunkin' Donuts has an estimated audience of 27,944,320 people in United States.

#11among Fast food restaurants in United States#107among Brand in United States#100in Food & Beverages

The average Dunkin' Donuts fan in United States is 38.2 years old, more female, and lives primarily in New York.

The audience is concentrated in New York, Florida, Illinois.

Top brand affinities include Culver's, Crumbl Cookies, El Pollo Loco, with strongest over-indexing on Culver's (6.13× the country average).

Demographically, the Dunkin' Donuts audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Convenience Orientation, Need for Security.

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

The typical Dunkin' Donuts fan in United States is more female, around 38.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Culver's.

Category: Food & Beverages · Type: Brand · Subtype: Fast food 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 Dunkin' Donuts profile in United States.

Audience size
27.9M
in United States
Gender
62.8%♀
37.2% male
Age
38.2
average years
Country rank
#1040
Brand in United States
Fig. 01

Search interest · 12-month trend

-26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Dunkin' Donuts

62.8% are female, 37.2% are male, average age 38.2.

Fig. 02

Gender split

62.8%
Female
37.2%
Male
Demographic split for Dunkin' Donuts audience in United States
MetricValue
Female62.8%
Male37.2%
Average age38.2
Estimated audience size27,944,320
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the Dunkin' Donuts audience in United States
Age bracketShare%
16-1921%
20-2921%
30-3920%
40-4920%
50+18%
Fig. 04

Worldwide distribution

63.0%

of the worldwide Dunkin' Donuts audience comes from United States.

Worldwide audience distribution share by country for Dunkin' Donuts
CountryShare
United States63.0%
Philippines4.1%
Chile3.2%
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 Dunkin' Donuts audience in United States is strongest.

Fig. 05

Top regions by affinity

Dunkin' Donuts customers by region in United States
#RegionReachAffinity×
01Massachusetts~1.5M2.52×
02New Hampshire~300K2.36×
03Connecticut~700K2.32×
04Rhode Island~200K2.30×
05New Jersey~1.5M2.09×
06Maine~200K1.98×
07New York~3M1.94×
08Illinois~2M1.83×
09Delaware~100K1.83×
10Maryland~900K1.81×
11Vermont~90K1.79×
12Pennsylvania~1.5M1.70×
13Florida~3M1.59×
14Georgia~1M1.34×
15Ohio~1M1.33×
16South Carolina~600K1.26×
17Virginia~900K1.23×
18North Carolina~1M1.22×
19West Virginia~200K1.15×
20Tennessee~600K1.09×
21Indiana~600K1.08×
22Wisconsin~500K1.03×
23Washington, District of Columbia~80K0.91×
24Kentucky~300K0.90×
25New Mexico~100K0.88×
26Michigan~700K0.84×
27Arizona~500K0.82×
28Alabama~300K0.75×
29Nevada~200K0.69×
30Texas~1.5M0.65×
31Nebraska~100K0.65×
32Minnesota~300K0.64×
33Iowa~100K0.60×
34Missouri~300K0.57×
35Colorado~300K0.55×
36Kansas~100K0.55×
37Oklahoma~200K0.53×
38Hawaii~60K0.47×
39California~1.5M0.43×
40Mississippi~100K0.42×
41Arkansas~100K0.40×
42Louisiana~100K0.37×
43Wyoming~10K0.34×
44Utah~80K0.30×
45South Dakota~10K0.21×
46North Dakota~10K0.21×
47Montana~10K0.18×
48Washington~100K0.17×
49Idaho~20K0.17×
50Oregon~50K0.16×
Fig. 06

Affinity by region

Affinity by region — Dunkin' Donuts, United States
0.16×1.00×2.52×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Dunkin' Donuts audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Dunkin' Donuts audience
#·InterestCategoryAffinity×
01El Pollo LocoFood & Beverages9.97×
02Church's ChickenFood & Beverages7.53×
03Carl's Jr.Food & Beverages7.07×
04Hardee'sFood & Beverages6.20×
05Culver'sFood & Beverages6.13×
06Zaxby'sFood & Beverages6.09×
07Crumbl CookiesFood & Beverages5.46×
08Jack in the BoxFood & Beverages4.16×
09Savannah GuthrieMovies & TV3.16×
10WingstopFood & Beverages2.92×
11Wawa Inc.Shopping2.78×
12Pizza HutFood & Beverages2.50×
13Taco BellFood & Beverages2.34×
14Dollar GeneralShopping2.14×
15Chick-fil-AFood & Beverages2.04×
16Alcoholic beveragesFood & Beverages1.78×
17BeveragesFood & Beverages1.68×
18FoodFood & Beverages1.62×
19Food and drinkFood & Beverages1.58×
20RestaurantsFood & Beverages1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Dunkin' Donuts 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 Dunkin' Donuts audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.59×
Need for SecurityCONSERVATISM1.44×
IndulgenceJOY1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Dunkin' Donuts audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.81×
Design AffinityPREMIUM0.84×
SustainabilityBALANCE0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Dunkin' Donuts's target market in United States?

Dunkin' Donuts's target market in United States covers an estimated 27,944,320 people, concentrated in New York and Florida.

02

What is the gender split and age of Dunkin' Donuts customers?

62.8% of the Dunkin' Donuts audience are female, 37.2% are male, with an average age of 38.2 years.

03

Which brands do Dunkin' Donuts fans like most?

Dunkin' Donuts fans show strongest brand affinity for Culver's (6.13×), Crumbl Cookies (5.46×), and El Pollo Loco (9.97×) over the country average.

04

Where do Dunkin' Donuts fans live in United States?

Dunkin' Donuts fans in United States are most concentrated in New York (reach ~3M), Florida (reach ~3M), and Illinois (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Dunkin' Donuts fans also like?

Beyond Dunkin' Donuts itself, the audience over-indexes on Crumbl Cookies (5.46×), El Pollo Loco (9.97×), Carl's Jr. (7.07×), and Food and drink (1.58×) 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 Dunkin' Donuts audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Dunkin' Donuts. 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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