Kit Kat Audience in United States

Kit Kat logo

Kit Kat has an estimated audience of 1,257,663 people in United States. 58.3% are female, 41.7% are male, average age 28.3. Top regions: California, Texas, New York. Top brand affinities: Thailand, Bangkok, Jewel-Osco, FamilyMart, Food and drink.

The average Kit Kat fan in United States is 28.3 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Thailand, Bangkok, Jewel-Osco, with strongest over-indexing on Thailand (12.8× the country average). Demographically, the Kit Kat audience skews more female with an average age of 28.3, and over-indexes on personality traits such as LGBTQ+ Identity, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Kit Kat fans

Demographic split for Kit Kat audience in United States
MetricValue
Female58.3%
Male41.7%
Average age28.3
Estimated audience size1,257,663

Audience persona

The typical Kit Kat fan in United States is more female, around 28.3 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Thailand.

Top regions in United States

Top regions ranked by reach for Kit Kat in United States
RegionReachAffinity
California166,3531.2×
Texas148,6331.37×
New York80,4521.14×
Florida80,1570.94×
Pennsylvania51,2871.21×
Illinois50,4691.2×
Georgia46,4511.2×
Ohio44,1801.14×
North Carolina42,2861.12×
New Jersey39,3551.23×
Michigan35,6551.08×
Virginia35,5231.16×
Indiana26,2441.14×
Washington25,9891.03×
Arizona25,5220.99×
Massachusetts24,9001×
Tennessee22,5170.89×
Maryland22,2241.03×
Missouri21,5061.06×
South Carolina20,2621.07×
Wisconsin19,2921.02×
Minnesota18,5421.03×
Louisiana16,8201.04×
Kentucky16,6991.06×
Alabama16,5330.94×
Colorado15,6670.79×
Oregon14,9511.04×
Oklahoma14,0031×
Connecticut13,3601.06×
Nevada12,6421.04×
Utah12,1171.08×
Kansas11,8551.2×
Arkansas11,3981.1×
Mississippi10,9221.05×
Iowa10,7201.03×
Nebraska7,3211.16×
Idaho5,5650.88×
New Mexico4,9840.79×
West Virginia4,9800.85×
Hawaii4,8390.9×
New Hampshire3,9610.8×
Rhode Island3,4310.86×
Maine3,2280.72×
Delaware3,1630.91×
South Dakota3,0321.04×
Washington, District of Columbia2,7100.72×
North Dakota2,4230.94×
Montana2,3610.68×
Alaska1,8940.7×
Vermont1,4400.65×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Kit Kat audience
BrandAffinityCategory
Thailand12.8×Travel & Leisure
Bangkok13.92×Travel & Leisure
Jewel-Osco11.99×Shopping
FamilyMart32.61×Shopping
Food and drink1.51×Food & Beverages
Big C39.84×Shopping
Beauty1.6×Beauty & Wellness
Delivery order6.25×Food & Beverages
Hershey bar26.06×Food & Beverages
Nestlé6.44×Food & Beverages
Ferrero Rocher11.67×Food & Beverages
Pizza Hut2.24×Food & Beverages
Ralphs5.7×Shopping
28 Weeks Later7.95×Movies & TV
Concurrent Versions System2.08×Technology & Electronics
Brooklyn Brewery9.85×Food & Beverages
Hypermarket3.54×Shopping
Taco Bell1.87×Food & Beverages
Pattaya14.07×Travel & Leisure
Little Caesars2.22×Food & Beverages

Psychographic profile

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

Top personality traits over-indexed by Kit Kat audience
TraitClusterScore
LGBTQ+ IdentityOPEN1.63
Luxury OrientationPREMIUM1.4
ExtroversionTHRILL1.18
Urban LifestyleOPEN1.17
Convenience OrientationPREMIUM1.14
MindfulnessBALANCE1.1

Worldwide distribution

Worldwide audience distribution share by country for Kit Kat
CountryShare
United States12.7%
Brazil10.7%
India9.8%

See Kit Kat audiences in other countries

More Chocolate & cookies audiences in United States

Frequently asked questions

How many fans does Kit Kat have in United States?

Kit Kat has an estimated audience of 1,257,663 people in United States, concentrated in California and Texas.

What is the gender split and age of Kit Kat fans?

58.3% of Kit Kat fans are female, 41.7% are male, with an average age of 28.3 years.

Which brands do Kit Kat fans like most?

Kit Kat fans show strongest brand affinity for Thailand (12.8×), Bangkok (13.92×), and Jewel-Osco (11.99×) over the country average.

Where do Kit Kat fans live in United States?

Kit Kat fans in United States are most concentrated in California (reach 166,353), Texas (reach 148,633), and New York (reach 80,452). These three regions account for the largest share of the active audience.

What other brands do Kit Kat fans also like?

Beyond Kit Kat itself, the audience over-indexes on Bangkok (13.92×), Jewel-Osco (11.99×), FamilyMart (32.61×), and Food and drink (1.51×) 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 Kit Kat. 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.