Rascasse Audience Intelligence

Kraft Heinz Target Market in United States

A data profile of the people who buy, follow and care about Kraft Heinz in United States — modelled from more than twelve digital signal sources. Kraft Heinz has an estimated audience of 390,302 people in United States.

#4365among Brand in United States#2209in Food & Beverages

The average Kraft Heinz fan in United States is 40.9 years old, more female, and lives primarily in Illinois.

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

Top brand affinities include Florida Lottery, Pizza Hut, FedEx, with strongest over-indexing on Florida Lottery (13.46× the country average).

Demographically, the Kraft Heinz audience skews more female with an average age of 40.9, and over-indexes on personality traits such as Family Orientation, Convenience Orientation.

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

The typical Kraft Heinz fan in United States is more female, around 40.9 years old, with strong Family Orientation tendencies and a notable affinity for Florida Lottery.

Category: Food & Beverages · Type: Brand

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 Kraft Heinz profile in United States.

Audience size
390K
in United States
Gender
59.6%♀
40.4% male
Age
40.9
average years
Country rank
#42135
Brand in United States
Fig. 01

Search interest · 12-month trend

-16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Kraft Heinz

59.6% are female, 40.4% are male, average age 40.9.

Fig. 02

Gender split

59.6%
Female
40.4%
Male
Demographic split for Kraft Heinz audience in United States
MetricValue
Female59.6%
Male40.4%
Average age40.9
Estimated audience size390,302
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the Kraft Heinz audience in United States
Age bracketShare%
16-1911%
20-2922%
30-3923%
40-4925%
50+19%
Fig. 04

Worldwide distribution

35.7%

of the worldwide Kraft Heinz audience comes from United States.

Worldwide audience distribution share by country for Kraft Heinz
CountryShare
United States35.7%
Canada12.9%
United Kingdom8.7%
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 Kraft Heinz audience in United States is strongest.

Fig. 05

Top regions by affinity

Kraft Heinz customers by region in United States
#RegionReachAffinity×
01Illinois~60K4.74×
02Iowa~10K3.34×
03Delaware~3K3.06×
04Ohio~20K2.03×
05Missouri~10K1.98×
06New York~30K1.47×
07Washington, District of Columbia~2K1.43×
08Wisconsin~8K1.39×
09Arkansas~5K1.39×
10Indiana~9K1.30×
11Pennsylvania~20K1.22×
12Michigan~10K1.22×
13Minnesota~7K1.18×
14Virginia~10K1.05×
15West Virginia~2K1.04×
16Connecticut~4K1.02×
17New Jersey~10K0.98×
18Massachusetts~8K0.97×
19South Carolina~6K0.97×
20Nebraska~2K0.90×
21New Hampshire~1K0.85×
22Texas~30K0.83×
23Vermont<1K0.83×
24Alaska<1K0.82×
25South Dakota<1K0.80×
26North Dakota<1K0.80×
27Rhode Island<1K0.79×
28Maryland~5K0.78×
29Georgia~9K0.77×
30Florida~20K0.76×
31Idaho~2K0.76×
32Kentucky~4K0.75×
33Kansas~2K0.75×
34Montana<1K0.75×
35California~30K0.73×
36North Carolina~9K0.73×
37Maine~1K0.73×
38Colorado~4K0.71×
39Hawaii~1K0.70×
40Tennessee~6K0.69×
41Oklahoma~3K0.65×
42Mississippi~2K0.65×
43New Mexico~1K0.64×
44Washington~5K0.63×
45Oregon~3K0.61×
46Utah~2K0.61×
47Nevada~2K0.59×
48Louisiana~3K0.58×
49Arizona~5K0.56×
50Alabama~3K0.56×
Fig. 06

Affinity by region

Affinity by region — Kraft Heinz, United States
0.56×1.00×4.74×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kraft Heinz audience
#·InterestCategoryAffinity×
01Florida LotteryGames13.46×
02SunocoCars & Mobility9.53×
03Family carCars & Mobility6.23×
04FedExBusiness & Career5.54×
05Weather forecastingHome & Garden5.52×
06LotteryGames5.38×
07Potato chipFood & Beverages5.28×
08QVCMovies & TV5.16×
09Pizza HutFood & Beverages4.85×
10HypermarketShopping4.75×
11Discount storesShopping4.46×
12SubwayFood & Beverages4.13×
13Domino's PizzaFood & Beverages3.78×
14Renewable energyBusiness & Career3.62×
15Trader Joe'sShopping3.39×
16Solar energyHome & Garden3.25×
17McDonald'sFood & Beverages3.00×
18Mortgage loansBusiness & Career2.92×
19Shopping mallsShopping2.55×
20PinterestInternet & Social Media2.10×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kraft Heinz 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 Kraft Heinz audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM2.90×
Convenience OrientationPREMIUM2.81×
Price SensitivityPREMIUM1.87×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kraft Heinz audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.67×
Pet OwnershipJOY0.76×
Early Adopter MentalityPOWER0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kraft Heinz's target market in United States?

Kraft Heinz's target market in United States covers an estimated 390,302 people, concentrated in Illinois and New York.

02

What is the gender split and age of Kraft Heinz customers?

59.6% of the Kraft Heinz audience are female, 40.4% are male, with an average age of 40.9 years.

03

Which brands do Kraft Heinz fans like most?

Kraft Heinz fans show strongest brand affinity for Florida Lottery (13.46×), Pizza Hut (4.85×), and FedEx (5.54×) over the country average.

04

Where do Kraft Heinz fans live in United States?

Kraft Heinz fans in United States are most concentrated in Illinois (reach ~60K), New York (reach ~30K), and California (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Kraft Heinz fans also like?

Beyond Kraft Heinz itself, the audience over-indexes on Pizza Hut (4.85×), FedEx (5.54×), Subway (4.13×), and Sunoco (9.53×) compared to the United States average.

Appendix

Explore more audiences

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

More Food & Beverages audiences in United States

See Kraft Heinz audiences in other countries

How to read this data

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