Rascasse Audience Intelligence

Lay's Target Market in United States

A data profile of the people who buy, follow and care about Lay's in United States — modelled from more than twelve digital signal sources. Lay's has an estimated audience of 1,454,668 people in United States.

#1among Crisps in United States#1878among Brand in United States#1072in Food & Beverages

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 Pet Ownership, Convenience Orientation.

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

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

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

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 Lay's profile in United States.

Audience size
1.5M
in United States
Gender
50.4%♀
49.6% male
Age
36.6
average years
Country rank
#18168
Brand in United States
Fig. 01

Search interest · 12-month trend

-11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Lay's

50.4% are female, 49.6% are male, average age 36.6.

Fig. 02

Gender split

50.4%
Female
49.6%
Male
Demographic split for Lay's audience in United States
MetricValue
Female50.4%
Male49.6%
Average age36.6
Estimated audience size1,454,668
Fig. 03

Age distribution

Ø 36.6
average years
Age distribution of the Lay's audience in United States
Age bracketShare%
16-1931%
20-2917%
30-3916%
40-4917%
50+19%
Fig. 04

Worldwide distribution

14.6%

of the worldwide Lay's audience comes from United States.

Worldwide audience distribution share by country for Lay's
CountryShare
United States14.6%
Brazil6.9%
Japan5.3%
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

Where the Lay's audience in United States is strongest.

Fig. 05

Top regions by affinity

Lay's customers by region in United States
#RegionReachAffinity×
01California~200K1.41×
02Texas~200K1.29×
03Georgia~60K1.25×
04Hawaii~8K1.24×
05Louisiana~20K1.19×
06Indiana~30K1.17×
07Mississippi~10K1.14×
08North Carolina~50K1.12×
09Illinois~50K1.11×
10New Jersey~40K1.11×
11New York~90K1.10×
12Nevada~20K1.08×
13Virginia~40K1.07×
14Alabama~20K1.07×
15Washington~30K1.06×
16Arkansas~10K1.06×
17West Virginia~7K1.06×
18Kentucky~20K1.05×
19Nebraska~8K1.05×
20Oklahoma~20K1.03×
21Arizona~30K1.02×
22South Carolina~20K1.01×
23Pennsylvania~50K1.00×
24Oregon~20K1.00×
25New Mexico~7K1.00×
26Florida~100K0.99×
27Kansas~10K0.99×
28Massachusetts~30K0.98×
29Maryland~20K0.98×
30Ohio~40K0.97×
31Utah~10K0.97×
32Tennessee~30K0.96×
33Missouri~20K0.96×
34Michigan~40K0.94×
35Minnesota~20K0.94×
36Delaware~4K0.93×
37Iowa~10K0.92×
38South Dakota~3K0.92×
39Alaska~3K0.92×
40North Dakota~3K0.91×
41Connecticut~10K0.90×
42Idaho~7K0.90×
43Colorado~20K0.88×
44Wisconsin~20K0.88×
45Maine~5K0.88×
46Rhode Island~4K0.87×
47Vermont~2K0.85×
48Washington, District of Columbia~4K0.84×
49Montana~3K0.84×
50New Hampshire~5K0.82×
Fig. 06

Affinity by region

Affinity by region — Lay's, United States
0.82×1.00×1.41×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Lay's audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lay's audience
#·InterestCategoryAffinity×
01Sun ChipsFood & Beverages31.35×
02Pastel (food)Food & Beverages29.30×
03TostitosFood & Beverages28.62×
04PringlesFood & Beverages24.61×
05Single-player video gameGames22.13×
06Philippine cuisineFood & Beverages20.99×
07Ice cream parlorFood & Beverages20.09×
08Snack barFood & Beverages18.82×
09CheetosFood & Beverages18.01×
10DoritosFood & Beverages17.87×
11TakisFood & Beverages17.32×
12Frito-LayFood & Beverages14.71×
13T.G.I. Friday'sFood & Beverages14.37×
14Snack mixFood & Beverages13.53×
15Potato chipFood & Beverages10.34×
16Dairy QueenFood & Beverages7.73×
17In-N-Out BurgerFood & Beverages3.96×
18Popeyes Louisiana KitchenFood & Beverages3.14×
19AutoZoneCars & Mobility2.62×
20FIFA World Cup 2026Sports1.81×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lay's 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 Lay's audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.13×
Convenience OrientationPREMIUM1.04×
IndulgenceJOY1.00×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lay's audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.67×
MindfulnessBALANCE0.69×
CreativityOPEN0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Lay's's target market in United States?

Lay's's target market in United States covers an estimated 1,454,668 people, concentrated in California and Texas.

02

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

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

03

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.

04

Where do Lay's fans live in United States?

Lay's fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

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See Lay's audiences in other countries

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.

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