Lay's Audience in United States

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Lay's has an estimated audience of 1,475,338 people in United States. 50.4% are female, 49.6% are male, average age 36.6. Top regions: California, Texas, Florida. Top brand affinities: Dairy Queen, Pastel (food), Potato chip, Tostitos, Ice cream parlor.

The average Lay's fan in United States is 36.6 years old, balanced, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Dairy Queen, Pastel (food), Potato chip, with strongest over-indexing on Dairy Queen (7.73× the country average). Demographically, the Lay's audience skews balanced with an average age of 36.6, and over-indexes on personality traits such as Convenience Orientation, LGBTQ+ Identity. 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: Crisps

Demographics of Lay's fans

Demographic split for Lay's audience in United States
MetricValue
Female50.4%
Male49.6%
Average age36.6
Estimated audience size1,475,338

Audience persona

The typical Lay's fan in United States is balanced, around 36.6 years old, with strong Convenience Orientation tendencies and a notable affinity for Dairy Queen.

Top regions in United States

Top regions ranked by reach for Lay's in United States
RegionReachAffinity
California228,8701.41×
Texas168,1211.33×
Florida99,9941×
New York93,8971.14×
Illinois57,2321.16×
Georgia56,4971.24×
Pennsylvania50,6101.02×
North Carolina47,9711.08×
Ohio46,7701.03×
New Jersey41,2301.1×
Virginia38,8791.08×
Michigan37,9480.98×
Washington34,3031.16×
Arizona31,6511.05×
Massachusetts30,1201.04×
Tennessee28,8550.97×
Indiana28,4561.06×
Maryland25,0900.99×
Missouri23,5620.99×
Louisiana22,6631.19×
South Carolina22,5171.01×
Alabama21,8031.06×
Minnesota21,8011.03×
Colorado21,7760.94×
Wisconsin20,4170.92×
Kentucky19,7241.07×
Oregon18,1981.08×
Oklahoma17,2951.06×
Nevada15,5181.09×
Connecticut14,0920.95×
Mississippi13,8121.14×
Utah12,9020.98×
Arkansas12,8531.06×
Iowa11,2980.93×
Kansas11,2270.97×
Hawaii7,7571.22×
Nebraska7,5501.02×
New Mexico7,3310.99×
Idaho6,2200.84×
West Virginia6,0660.88×
New Hampshire4,5620.78×
Maine4,4770.85×
Rhode Island4,0500.86×
Washington, District of Columbia3,8640.87×
Delaware3,6520.9×
Montana2,9960.73×
South Dakota2,7350.8×
Alaska2,4520.78×
North Dakota2,3780.78×
Vermont1,9130.74×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Lay's audience
BrandAffinityCategory
Dairy Queen7.73×Food & Beverages
Pastel (food)29.3×Food & Beverages
Potato chip10.34×Food & Beverages
Tostitos28.62×Food & Beverages
Ice cream parlor20.09×Food & Beverages
Snack bar18.82×Food & Beverages
Doritos17.87×Food & Beverages
Takis17.32×Food & Beverages
Pringles24.61×Food & Beverages
In-N-Out Burger3.96×Food & Beverages
Cheetos18.01×Food & Beverages
Snack mix13.53×Food & Beverages
Frito-Lay14.71×Food & Beverages
Single-player video game22.13×Games
Sun Chips31.35×Food & Beverages
Philippine cuisine20.99×Food & Beverages
AutoZone2.62×Cars & Mobility
Ruffles16.85×Food & Beverages
Superman1.64×Movies & TV
Taco Bell2.36×Food & Beverages

Psychographic profile

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

Top personality traits over-indexed by Lay's audience
TraitClusterScore
Convenience OrientationPREMIUM1.64
LGBTQ+ IdentityOPEN1.54
Price SensitivityPREMIUM1.31
Family OrientationCONSERVATISM1.29
ExtroversionTHRILL1.22
IndulgenceJOY1.13

Worldwide distribution

Worldwide audience distribution share by country for Lay's
CountryShare
United States15.1%
Brazil6.9%
Spain5.3%

See Lay's audiences in other countries

More Crisps audiences in United States

Frequently asked questions

How many fans does Lay's have in United States?

Lay's has an estimated audience of 1,475,338 people in United States, concentrated in California and Texas.

What is the gender split and age of Lay's fans?

50.4% of Lay's fans are female, 49.6% are male, with an average age of 36.6 years.

Which brands do Lay's fans like most?

Lay's fans show strongest brand affinity for Dairy Queen (7.73×), Pastel (food) (29.3×), and Potato chip (10.34×) over the country average.

Where do Lay's fans live in United States?

Lay's fans in United States are most concentrated in California (reach 228,870), Texas (reach 168,121), and Florida (reach 99,994). These three regions account for the largest share of the active audience.

What other brands do Lay's fans also like?

Beyond Lay's itself, the audience over-indexes on Pastel (food) (29.3×), Potato chip (10.34×), Tostitos (28.62×), and Ice cream parlor (20.09×) 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 Lay's. 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.