Rascasse Audience Intelligence

Kit Kat Target Market in United States

Kit Kat has an estimated audience of 1.3M people in United States.

#9among Chocolate & cookies in United States
#2105among brands in United States#1140in Food & Beverages

The average Kit Kat fan in United States is 29.1 years old, more female, and lives primarily in California.

By number of fans, Kit Kat ranks #8 among the 56 objects in Chocolate & cookies in United States — 7.7× the group median.

Its fans are 5.6 years younger than the group average of 34.7.

Women make up 58.3% of the fan base, 4.0 percentage points fewer than the group average.

Compared with the other 55 objects in Chocolate & cookies, Kit Kat fans stand out for their interest in Big C, FamilyMart and Hershey bar.

Most fans live in California, Texas, Florida.

Top affinities include Big C, FamilyMart, Hershey bar, with strongest over-indexing on Big C (39.84× the country average).

Demographically, the Kit Kat audience skews more female with an average age of 29.1, and over-indexes on personality traits such as Convenience Orientation, Indulgence.

The typical Kit Kat fan in United States is more female, around 29.1 years old, with strong Convenience Orientation tendencies and a notable affinity for Big C.

Category: Food & Beverages · Type: Brand · Subtype: Chocolate & cookies

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
1.3M
in United States
Gender
58.3%♀
41.7% male
Age
29.1
average years
Country rank
#19142
among all objects in United States
Fig. 01

Search interest · 12-month trend

+31%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Kit Kat

58.3% are female, 41.7% are male, average age 29.1.

Fig. 02

Gender split

58.3%
Female
41.7%
Male
Demographic split for Kit Kat audience in United States
MetricValue
Female58.3%
Male41.7%
Average age29.1
Estimated audience size1.3M
Fig. 03

Age distribution

Ø 29.1
average years
Age distribution of the Kit Kat audience in United States
Age bracketShare%
16-2454%
25-3420%
35-4412%
45-549%
55+6%
Fig. 04

Worldwide distribution

12.4%

of the worldwide Kit Kat audience comes from United States.

Worldwide audience distribution share by country for Kit Kat
CountryShare
United States12.4%
Brazil10.1%
India9.3%
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

Fig. 05

Top regions by affinity

Kit Kat customers by region in United States
#RegionReachAffinity×
01Texas~100K1.28×
02New Jersey~50K1.23×
03Pennsylvania~60K1.18×
04Nebraska~9K1.18×
05Illinois~60K1.15×
06Indiana~30K1.15×
07Georgia~50K1.14×
08South Dakota~4K1.14×
09Virginia~40K1.13×
10Kansas~10K1.13×
11California~200K1.11×
12Michigan~40K1.10×
13North Carolina~50K1.08×
14Ohio~50K1.07×
15Minnesota~20K1.07×
16Maryland~30K1.06×
17Massachusetts~30K1.05×
18Missouri~30K1.05×
19Iowa~10K1.05×
20Arkansas~10K1.05×
21North Dakota~3K1.05×
22South Carolina~20K1.04×
23Utah~10K1.04×
24New York~80K1.03×
25Wisconsin~20K1.03×
26Kentucky~20K1.03×
27Oregon~20K1.03×
28Connecticut~10K1.02×
29Arizona~30K1.00×
30Oklahoma~20K1.00×
31Delaware~4K1.00×
32Florida~90K0.99×
33Washington~30K0.99×
34Louisiana~20K0.96×
35Nevada~10K0.96×
36Mississippi~10K0.93×
37West Virginia~7K0.93×
38Rhode Island~4K0.93×
39Alabama~20K0.92×
40Idaho~7K0.92×
41Hawaii~5K0.88×
42New Mexico~7K0.87×
43New Hampshire~5K0.86×
44Tennessee~20K0.85×
45Alaska~2K0.85×
46Vermont~2K0.83×
47Maine~4K0.82×
48Montana~4K0.81×
49Colorado~20K0.80×
50Washington, District of Columbia~2K0.75×
Fig. 06

Affinity by region

Affinity by region — Kit Kat, United States
0.75×1.00×1.28×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Kit Kat audience vs. the country average
#·InterestCategoryAffinity×
01Big CShopping39.84×
02FamilyMartShopping32.61×
03Hershey barFood & Beverages26.06×
04PattayaTravel & Leisure14.07×
05BangkokTravel & Leisure13.92×
06ThailandTravel & Leisure12.80×
07Jewel-OscoShopping11.99×
08Mariano'sFood & Beverages11.99×
09Ferrero RocherFood & Beverages11.67×
10Brooklyn BreweryFood & Beverages9.85×
11NestléFood & Beverages6.44×
12Delivery orderFood & Beverages6.25×
13RalphsShopping5.70×
14HypermarketShopping3.54×
15Domino's PizzaFood & Beverages2.53×
16Pizza HutFood & Beverages2.24×
17Concurrent Versions SystemTechnology & Electronics2.08×
18Taco BellFood & Beverages1.87×
19BeautyBeauty & Wellness1.60×
20Food and drinkFood & Beverages1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Kit Kat audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Kit Kat audience vs. the country average · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.40×
IndulgenceJOY1.18×
ExtroversionTHRILL1.13×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Kit Kat audience vs. the country average · Rather not
TraitClusterDeviationScore
Sports ActivityPOWER0.72×
Quality AwarenessPREMIUM0.74×
DIY MentalityTHRILL0.75×
0×1.00× baseline2×
Appendix

Explore more audiences

More Chocolate & cookies audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Kit Kat over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/kit-kat-7862” · Methodology