Rascasse Audience Intelligence

Krispy Kreme Target Market in United States

A data profile of the people who buy, follow and care about Krispy Kreme in United States — modelled from more than twelve digital signal sources. Krispy Kreme has an estimated audience of 16,462,887 people in United States.

#11among Sweet in United States#204among Brand in United States#177in Food & Beverages

The average Krispy Kreme fan in United States is 39.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Dunkin' Donuts, Culver's, Shipley Do-Nuts, with strongest over-indexing on Dunkin' Donuts (5.54× the country average).

Demographically, the Krispy Kreme audience skews more female with an average age of 39.0, and over-indexes on personality traits such as Convenience Orientation, Indulgence.

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

The typical Krispy Kreme fan in United States is more female, around 39.0 years old, with strong Convenience Orientation tendencies and a notable affinity for Dunkin' Donuts.

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

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 Krispy Kreme profile in United States.

Audience size
16.5M
in United States
Gender
66.9%♀
33.1% male
Age
39.0
average years
Country rank
#2102
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Krispy Kreme

66.9% are female, 33.1% are male, average age 39.0.

Fig. 02

Gender split

66.9%
Female
33.1%
Male
Demographic split for Krispy Kreme audience in United States
MetricValue
Female66.9%
Male33.1%
Average age39.0
Estimated audience size16,462,887
Fig. 03

Age distribution

Ø 39.0
average years
Age distribution of the Krispy Kreme audience in United States
Age bracketShare%
16-1922%
20-2919%
30-3918%
40-4919%
50+22%
Fig. 04

Worldwide distribution

48.1%

of the worldwide Krispy Kreme audience comes from United States.

Worldwide audience distribution share by country for Krispy Kreme
CountryShare
United States48.1%
Mexico7.1%
Saudi Arabia5.4%
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 Krispy Kreme audience in United States is strongest.

Fig. 05

Top regions by affinity

Krispy Kreme customers by region in United States
#RegionReachAffinity×
01South Carolina~700K3.00×
02North Carolina~1M2.37×
03Alabama~500K2.24×
04Georgia~1M1.98×
05Tennessee~600K1.78×
06Virginia~700K1.68×
07Florida~2M1.66×
08Nevada~200K1.40×
09Utah~200K1.39×
10Nebraska~100K1.35×
11California~2.5M1.34×
12Washington~400K1.31×
13Maryland~400K1.25×
14Arizona~400K1.16×
15Missouri~300K1.16×
16Minnesota~300K1.16×
17Kansas~200K1.15×
18Kentucky~200K1.12×
19Mississippi~200K1.11×
20Colorado~300K1.07×
21Washington, District of Columbia~50K1.07×
22Texas~1.5M1.06×
23Montana~50K1.03×
24New Mexico~80K0.98×
25Oregon~200K0.93×
26Illinois~500K0.92×
27Ohio~500K0.91×
28New Jersey~400K0.90×
29Iowa~100K0.88×
30Idaho~70K0.88×
31Delaware~40K0.86×
32New York~800K0.83×
33Arkansas~100K0.82×
34Oklahoma~100K0.81×
35West Virginia~60K0.80×
36Michigan~300K0.77×
37Louisiana~200K0.74×
38Pennsylvania~400K0.72×
39Alaska~20K0.64×
40Hawaii~40K0.61×
41Indiana~200K0.60×
42Wisconsin~100K0.45×
43Connecticut~80K0.45×
44Massachusetts~100K0.32×
45Rhode Island~20K0.31×
46New Hampshire~20K0.28×
47Vermont~8K0.28×
48South Dakota~10K0.27×
49North Dakota~9K0.27×
50Maine~10K0.23×
Fig. 06

Affinity by region

Affinity by region — Krispy Kreme, United States
0.23×1.00×3.00×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Krispy Kreme audience
#·InterestCategoryAffinity×
01Shipley Do-NutsFood & Beverages14.80×
02The Coffee Bean & Tea LeafFood & Beverages11.85×
03Caribou CoffeeFood & Beverages9.35×
04NespressoFood & Beverages6.39×
05Baskin-RobbinsFood & Beverages5.70×
06Dunkin' DonutsFood & Beverages5.54×
07Culver'sFood & Beverages5.18×
08Dutch Bros. CoffeeFood & Beverages4.81×
09DoughnutFood & Beverages4.24×
10Jack in the BoxFood & Beverages3.65×
11Panera BreadFood & Beverages3.35×
12Dairy QueenFood & Beverages3.10×
13Crumbl CookiesFood & Beverages3.06×
14Panda ExpressFood & Beverages2.92×
15StarbucksFood & Beverages2.72×
16Popeyes Louisiana KitchenFood & Beverages2.55×
17Wendy'sFood & Beverages2.36×
18Burger KingFood & Beverages2.26×
19SubwayFood & Beverages2.15×
20McDonald'sFood & Beverages1.90×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Krispy Kreme 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 Krispy Kreme audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.33×
IndulgenceJOY1.29×
Healthy LifestyleBALANCE1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Krispy Kreme audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.97×
Sports ActivityPOWER0.99×
Early Adopter MentalityPOWER0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Krispy Kreme's target market in United States?

Krispy Kreme's target market in United States covers an estimated 16,462,887 people, concentrated in California and Florida.

02

What is the gender split and age of Krispy Kreme customers?

66.9% of the Krispy Kreme audience are female, 33.1% are male, with an average age of 39.0 years.

03

Which brands do Krispy Kreme fans like most?

Krispy Kreme fans show strongest brand affinity for Dunkin' Donuts (5.54×), Culver's (5.18×), and Shipley Do-Nuts (14.8×) over the country average.

04

Where do Krispy Kreme fans live in United States?

Krispy Kreme fans in United States are most concentrated in California (reach ~2.5M), Florida (reach ~2M), and Texas (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Krispy Kreme fans also like?

Beyond Krispy Kreme itself, the audience over-indexes on Culver's (5.18×), Shipley Do-Nuts (14.8×), Starbucks (2.72×), and Panera Bread (3.35×) compared to the United States average.

Appendix

Explore more audiences

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

More Sweet audiences in United States

See Krispy Kreme audiences in other countries

How to read this data

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