Rascasse Audience Intelligence

Hy-Vee Target Market in United States

Name: Hy-Vee — United States
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about Hy-Vee in United States — modelled from more than twelve digital signal sources. Hy-Vee has an estimated audience of 6,362,550 people in United States.

#24among Supermarket in United States #565among Brand in United States #141in Shopping

The average Hy-Vee fan in United States is 42.7 years old, more female, and lives primarily in Iowa.

The audience is concentrated in Iowa, Minnesota, Missouri.

Top brand affinities include WinCo Foods, Food Lion, King Soopers, with strongest over-indexing on WinCo Foods (11.76× the country average).

Demographically, the Hy-Vee audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Price Sensitivity, Convenience Orientation.

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

The typical Hy-Vee fan in United States is more female, around 42.7 years old, with strong Price Sensitivity tendencies and a notable affinity for WinCo Foods.

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 Hy-Vee profile in United States.

Audience size

6.4M

in United States

Gender

63.3%♀

36.7% male

Age

42.7

average years

Country rank

#5447

Brand in United States

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Customer demographics of Hy-Vee

63.3% are female, 36.7% are male, average age 42.7.

Fig. 02

Gender split

63.3%

Female

36.7%

Male

Demographic split for Hy-Vee audience in United States
Metric	Value
Female	63.3%
Male	36.7%
Average age	42.7
Estimated audience size	6,362,550

Fig. 03

Age distribution

Age distribution of the Hy-Vee audience in United States
Age bracket	Share	%
16-19		13%
20-29		17%
30-39		18%
40-49		21%
50+		30%

Fig. 04

Worldwide distribution

97.2%

of the worldwide Hy-Vee audience comes from United States.

Worldwide audience distribution share by country for Hy-Vee
Country	Share
United States	97.2%
Japan	0.4%
Canada	0.3%

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 Hy-Vee audience in United States is strongest.

Fig. 05

Top regions by affinity

Hy-Vee customers by region in United States
#	Region	Reach	×
01	Iowa	~800K	15.41×
02	Nebraska	~300K	10.64×
03	South Dakota	~100K	7.65×
04	Minnesota	~500K	5.28×
05	Missouri	~400K	3.92×
06	Kansas	~200K	3.89×
07	Wisconsin	~200K	1.84×
08	Illinois	~200K	0.92×
09	Vermont	~7K	0.63×
10	Alaska	~7K	0.54×
11	Rhode Island	~10K	0.51×
12	Delaware	~9K	0.49×
13	New Hampshire	~10K	0.43×
14	Maine	~9K	0.41×
15	Hawaii	~10K	0.38×
16	Montana	~7K	0.37×
17	Wyoming	~4K	0.37×
18	West Virginia	~10K	0.34×
19	Idaho	~10K	0.33×
20	New Mexico	~10K	0.32×
21	Washington, District of Columbia	~5K	0.24×
22	Connecticut	~10K	0.20×
23	Mississippi	~10K	0.20×
24	Utah	~10K	0.18×
25	Oregon	~10K	0.16×
26	Nevada	~10K	0.16×
27	Arkansas	~8K	0.15×
28	Maryland	~20K	0.14×
29	South Carolina	~10K	0.14×
30	Louisiana	~10K	0.14×
31	Kentucky	~10K	0.13×
32	Oklahoma	~9K	0.13×
33	Alabama	~10K	0.12×
34	Massachusetts	~10K	0.11×
35	Colorado	~10K	0.11×
36	New Jersey	~20K	0.10×
37	Indiana	~10K	0.10×
38	Washington	~10K	0.09×
39	Tennessee	~10K	0.09×
40	Arizona	~10K	0.09×
41	Michigan	~10K	0.08×
42	Virginia	~10K	0.08×
43	Pennsylvania	~20K	0.07×
44	Georgia	~10K	0.07×
45	Ohio	~10K	0.07×
46	North Carolina	~10K	0.07×
47	Texas	~30K	0.05×
48	Florida	~20K	0.05×
49	New York	~20K	0.05×
50	California	~30K	0.04×

Affinity by region — Hy-Vee, United States

Section 04

Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hy-Vee audience
#	Interest	Category	×
01	Cub Foods	Shopping	15.49×
02	WinCo Foods	Food & Beverages	11.76×
03	King Soopers	Shopping	11.28×
04	Kwik Trip	Shopping	8.55×
05	Albertsons	Shopping	7.57×
06	Ralphs	Shopping	7.37×
07	Food Lion	Shopping	7.16×
08	Iowa	Travel & Leisure	6.81×
09	Vons	Shopping	6.32×
10	South Dakota	Travel & Leisure	6.17×
11	Kansas	Travel & Leisure	5.79×
12	Fred Meyer	Shopping	5.23×
13	Casey's General Stores	Food & Beverages	4.73×
14	Meijer	Shopping	4.57×
15	Publix	Shopping	3.45×
16	Minnesota	Travel & Leisure	3.16×
17	Aldi	Shopping	2.89×
18	Midwestern United States	Travel & Leisure	2.58×
19	Dollar General	Shopping	2.23×
20	Sam's Club	Shopping	1.96×

Section 05

Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hy-Vee 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 Hy-Vee audience · What stands out
Trait	Cluster	Score
Price Sensitivity	PREMIUM	1.44×
Convenience Orientation	PREMIUM	1.36×
Community Orientation	OPEN	1.34×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by Hy-Vee audience · Rather not
Trait	Cluster	Score
Luxury Orientation	PREMIUM	0.75×
Mindfulness	BALANCE	0.85×
Pet Ownership	JOY	0.89×

0×1.00× baseline2×

Section 06

Frequently asked questions

Who is Hy-Vee's target market in United States?

Hy-Vee's target market in United States covers an estimated 6,362,550 people, concentrated in Iowa and Minnesota.

What is the gender split and age of Hy-Vee customers?

63.3% of the Hy-Vee audience are female, 36.7% are male, with an average age of 42.7 years.

Which brands do Hy-Vee fans like most?

Hy-Vee fans show strongest brand affinity for WinCo Foods (11.76×), Food Lion (7.16×), and King Soopers (11.28×) over the country average.

Where do Hy-Vee fans live in United States?

Hy-Vee fans in United States are most concentrated in Iowa (reach ~800K), Minnesota (reach ~500K), and Missouri (reach ~400K). These three regions account for the largest share of the active audience.

What other brands do Hy-Vee fans also like?

Beyond Hy-Vee itself, the audience over-indexes on Food Lion (7.16×), King Soopers (11.28×), Albertsons (7.57×), and Iowa (6.81×) 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

Walmart (94,971,264)
Costco (72,175,459)
Whole Foods Market (64,552,006)
Aldi (62,997,749)
Trader Joe's (61,335,854)

See Hy-Vee audiences in other countries

How to read this data

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