Hy-Vee Audience in United States
Hy-Vee has an estimated audience of 6,412,415 people in United States. 63.3% are female, 36.7% are male, average age 42.7. Top regions: Iowa, Minnesota, Missouri. Top brand affinities: WinCo Foods, Food Lion, King Soopers, Albertsons, Iowa.
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 Risk Appetite, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Supermarket
Demographics of Hy-Vee fans
| Metric | Value |
|---|---|
| Female | 63.3% |
| Male | 36.7% |
| Average age | 42.7 |
| Estimated audience size | 6,412,415 |
Audience persona
The typical Hy-Vee fan in United States is more female, around 42.7 years old, with strong Risk Appetite tendencies and a notable affinity for WinCo Foods.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| Iowa | 815,825 | 15.44× |
| Minnesota | 486,246 | 5.29× |
| Missouri | 427,165 | 4.13× |
| Nebraska | 341,107 | 10.61× |
| Kansas | 205,007 | 4.06× |
| Illinois | 202,854 | 0.95× |
| Wisconsin | 188,040 | 1.95× |
| South Dakota | 105,907 | 7.15× |
| Texas | 22,468 | 0.04× |
| California | 14,873 | 0.02× |
| Florida | 11,646 | 0.03× |
| Colorado | 9,383 | 0.09× |
| New York | 8,656 | 0.02× |
| Indiana | 6,999 | 0.06× |
| Ohio | 6,455 | 0.03× |
| Tennessee | 6,279 | 0.05× |
| Michigan | 5,919 | 0.04× |
| North Carolina | 5,863 | 0.03× |
| Georgia | 5,095 | 0.03× |
| Arkansas | 5,053 | 0.1× |
| Pennsylvania | 4,628 | 0.02× |
| Oklahoma | 4,606 | 0.06× |
| Arizona | 4,444 | 0.03× |
| Virginia | 4,395 | 0.03× |
| Kentucky | 3,271 | 0.04× |
| Washington | 3,201 | 0.02× |
| Alabama | 3,192 | 0.04× |
| Louisiana | 2,687 | 0.03× |
| New Jersey | 2,564 | 0.02× |
| Massachusetts | 2,343 | 0.02× |
| South Carolina | 2,304 | 0.02× |
| Maryland | 1,898 | 0.02× |
| Mississippi | 1,839 | 0.03× |
| North Dakota | 1,777 | 0.13× |
| Nevada | 1,731 | 0.03× |
| Oregon | 1,565 | 0.02× |
| Utah | 1,472 | 0.03× |
| Connecticut | 1,205 | 0.02× |
| Idaho | 630 | 0.02× |
| Washington, District of Columbia | 614 | 0.03× |
| New Mexico | 608 | 0.02× |
| West Virginia | 548 | 0.02× |
| Montana | 539 | 0.03× |
| Hawaii | 458 | 0.02× |
| Wyoming | 413 | 0.04× |
| Maine | 376 | 0.02× |
| New Hampshire | 361 | 0.01× |
| Alaska | 278 | 0.02× |
| Delaware | 263 | 0.01× |
| Rhode Island | 242 | 0.01× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| WinCo Foods | 11.76× | Food & Beverages |
| Food Lion | 7.16× | Shopping |
| King Soopers | 11.28× | Shopping |
| Albertsons | 7.57× | Shopping |
| Iowa | 6.81× | Travel & Leisure |
| Kwik Trip | 8.55× | Shopping |
| Aldi | 2.89× | Shopping |
| South Dakota | 6.17× | Travel & Leisure |
| Meijer | 4.57× | Shopping |
| Ralphs | 7.37× | Shopping |
| Publix | 3.45× | Shopping |
| Kansas | 5.79× | Travel & Leisure |
| Cub Foods | 15.49× | Shopping |
| Dollar General | 2.23× | Shopping |
| Fred Meyer | 5.23× | Shopping |
| Midwestern United States | 2.58× | Travel & Leisure |
| Vons | 6.32× | Shopping |
| Minnesota | 3.16× | Travel & Leisure |
| Iowa State Cyclones football | 8.77× | Sports |
| Casey's General Stores | 4.73× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Risk Appetite | THRILL | 1.49 |
| Indulgence | JOY | 1.48 |
| Community Orientation | OPEN | 1.37 |
| Price Sensitivity | PREMIUM | 1.23 |
| Extroversion | THRILL | 1.16 |
| Convenience Orientation | PREMIUM | 1.12 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 97.2% |
| Japan | 0.4% |
| Canada | 0.3% |
See Hy-Vee audiences in other countries
More Supermarket audiences in United States
- Walmart (94,971,264)
- Costco (72,175,459)
- Whole Foods Market (63,309,537)
- Aldi (62,997,749)
- J. C. Penney (37,630,906)
Frequently asked questions
How many fans does Hy-Vee have in United States?
Hy-Vee has an estimated audience of 6,412,415 people in United States, concentrated in Iowa and Minnesota.
What is the gender split and age of Hy-Vee fans?
63.3% of Hy-Vee fans 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 815,825), Minnesota (reach 486,246), and Missouri (reach 427,165). 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.
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.