Rascasse Audience Intelligence

Illy Target Market in United States

A data profile of the people who buy, follow and care about Illy in United States — modelled from more than twelve digital signal sources. Illy has an estimated audience of 546,538 people in United States.

#10among Coffee in United States#3568among Brand in United States#1859in Food & Beverages

The average Illy fan in United States is 41.1 years old, more female, and lives primarily in California.

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

Top brand affinities include 360, Allday, Arabic coffee, with strongest over-indexing on 360 (240× the country average).

Demographically, the Illy audience skews more female with an average age of 41.1, and over-indexes on personality traits such as Travelling, Design Affinity.

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

The typical Illy fan in United States is more female, around 41.1 years old, with strong Travelling tendencies and a notable affinity for 360.

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

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 Illy profile in United States.

Audience size
547K
in United States
Gender
57.3%♀
42.7% male
Age
41.1
average years
Country rank
#34773
Brand in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Illy

57.3% are female, 42.7% are male, average age 41.1.

Fig. 02

Gender split

57.3%
Female
42.7%
Male
Demographic split for Illy audience in United States
MetricValue
Female57.3%
Male42.7%
Average age41.1
Estimated audience size546,538
Fig. 03

Age distribution

Ø 41.1
average years
Age distribution of the Illy audience in United States
Age bracketShare%
16-1916%
20-2919%
30-3919%
40-4921%
50+25%
Fig. 04

Worldwide distribution

12.1%

of the worldwide Illy audience comes from United States.

Worldwide audience distribution share by country for Illy
CountryShare
Italy21.7%
United States12.1%
France5.0%
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 Illy audience in United States is strongest.

Fig. 05

Top regions by affinity

Illy customers by region in United States
#RegionReachAffinity×
01Nevada~20K3.48×
02Washington, District of Columbia~4K2.29×
03Georgia~30K2.07×
04Virginia~30K2.06×
05New York~60K2.02×
06New Jersey~20K1.61×
07Hawaii~4K1.58×
08Illinois~30K1.49×
09California~80K1.35×
10Massachusetts~10K1.35×
11Rhode Island~2K1.35×
12Maryland~10K1.32×
13Connecticut~6K1.18×
14Oregon~7K1.10×
15Vermont~1K1.07×
16Florida~40K1.02×
17Washington~10K1.02×
18Colorado~8K0.99×
19Arizona~10K0.94×
20New Hampshire~2K0.93×
21Maine~2K0.93×
22Pennsylvania~20K0.91×
23Michigan~10K0.91×
24Delaware~1K0.90×
25Alaska~1K0.90×
26Montana~1K0.85×
27New Mexico~2K0.83×
28North Dakota<1K0.83×
29South Dakota~1K0.82×
30Texas~40K0.78×
31Idaho~2K0.78×
32Minnesota~6K0.77×
33North Carolina~10K0.76×
34West Virginia~2K0.76×
35Indiana~7K0.75×
36South Carolina~6K0.75×
37Nebraska~2K0.74×
38Ohio~10K0.73×
39Iowa~3K0.73×
40Tennessee~8K0.72×
41Missouri~6K0.72×
42Alabama~5K0.72×
43Arkansas~3K0.72×
44Kansas~3K0.72×
45Oklahoma~4K0.71×
46Wisconsin~6K0.70×
47Louisiana~5K0.70×
48Mississippi~3K0.70×
49Kentucky~5K0.69×
50Utah~3K0.69×
Fig. 06

Affinity by region

Affinity by region — Illy, United States
0.69×1.00×3.48×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Illy audience
#·InterestCategoryAffinity×
01360Music & Radio240.00×
02AlldayMusic & Radio240.00×
03KimboFood & Beverages96.28×
04Honest TeaFood & Beverages56.83×
05Costa CoffeeFood & Beverages49.54×
06La colombeFood & Beverages41.09×
07Arabic coffeeFood & Beverages38.49×
08LavazzaFood & Beverages36.21×
09Latte artFood & Beverages30.00×
10TeavanaFood & Beverages26.57×
11Levi StraussFashion & Accessoires23.90×
12NescaféFood & Beverages19.27×
13Ready to drinkFood & Beverages16.79×
14Espresso machineHome & Garden16.24×
15BarbourFashion & Accessoires16.01×
16Blue Bottle Coffee CompanyFood & Beverages13.86×
17Nina DobrevMovies & TV13.53×
18ByblosTravel & Leisure10.31×
19CultureLiterature2.10×
20Food and drinkFood & Beverages1.70×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Illy 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 Illy audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL2.47×
Design AffinityPREMIUM2.42×
IndulgenceJOY2.37×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Illy audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.02×
ExtroversionTHRILL1.06×
Social Media UsageJOY1.13×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Illy's target market in United States?

Illy's target market in United States covers an estimated 546,538 people, concentrated in California and New York.

02

What is the gender split and age of Illy customers?

57.3% of the Illy audience are female, 42.7% are male, with an average age of 41.1 years.

03

Which brands do Illy fans like most?

Illy fans show strongest brand affinity for 360 (240×), Allday (240×), and Arabic coffee (38.49×) over the country average.

04

Where do Illy fans live in United States?

Illy fans in United States are most concentrated in California (reach ~80K), New York (reach ~60K), and Florida (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Illy fans also like?

Beyond Illy itself, the audience over-indexes on Allday (240×), Arabic coffee (38.49×), Lavazza (36.21×), and Costa Coffee (49.54×) compared to the United States average.

Appendix

Explore more audiences

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

More Coffee audiences in United States

See Illy audiences in other countries

How to read this data

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