Rascasse Audience Intelligence

Nescafé Target Market in United States

A data profile of the people who buy, follow and care about Nescafé in United States — modelled from more than twelve digital signal sources. Nescafé has an estimated audience of 1,304,514 people in United States.

#4among Coffee in United States#2017among Brand in United States#1146in Food & Beverages

The average Nescafé fan in United States is 38.7 years old, more female, and lives primarily in California.

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

Top brand affinities include 360, Stumptown Coffee Roasters, White Collar, with strongest over-indexing on 360 (89.56× the country average).

Demographically, the Nescafé audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Design Affinity, Indulgence.

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

The typical Nescafé fan in United States is more female, around 38.7 years old, with strong Design Affinity tendencies and a notable affinity for 360.

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

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 Nescafé profile in United States.

Audience size
1.3M
in United States
Gender
64.1%♀
35.9% male
Age
38.7
average years
Country rank
#19662
Brand in United States
Fig. 01

Search interest · 12-month trend

+45%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Nescafé

64.1% are female, 35.9% are male, average age 38.7.

Fig. 02

Gender split

64.1%
Female
35.9%
Male
Demographic split for Nescafé audience in United States
MetricValue
Female64.1%
Male35.9%
Average age38.7
Estimated audience size1,304,514
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Nescafé audience in United States
Age bracketShare%
16-1922%
20-2920%
30-3918%
40-4918%
50+22%
Fig. 04

Worldwide distribution

7.3%

of the worldwide Nescafé audience comes from United States.

Worldwide audience distribution share by country for Nescafé
CountryShare
Indonesia8.0%
United States7.3%
Mexico6.0%
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 Nescafé audience in United States is strongest.

Fig. 05

Top regions by affinity

Nescafé customers by region in United States
#RegionReachAffinity×
01California~300K1.91×
02Texas~200K1.72×
03Illinois~60K1.48×
04New York~100K1.42×
05New Jersey~40K1.31×
06Nevada~20K1.31×
07Arizona~30K1.25×
08Washington~30K1.18×
09Florida~100K1.17×
10Georgia~50K1.14×
11Massachusetts~30K1.12×
12Maryland~20K1.12×
13Virginia~30K1.08×
14Connecticut~10K1.08×
15Kansas~10K1.07×
16Oregon~20K1.05×
17New Mexico~7K1.05×
18Oklahoma~10K1.04×
19Arkansas~10K1.04×
20Washington, District of Columbia~4K1.04×
21North Carolina~40K1.03×
22Indiana~20K1.03×
23Nebraska~7K1.03×
24Michigan~30K0.99×
25Tennessee~30K0.99×
26Rhode Island~4K0.99×
27Minnesota~20K0.98×
28Louisiana~20K0.97×
29Colorado~20K0.95×
30Kentucky~20K0.95×
31Hawaii~5K0.95×
32Iowa~10K0.94×
33Delaware~3K0.91×
34Utah~10K0.90×
35Alaska~2K0.89×
36North Dakota~2K0.89×
37Wisconsin~20K0.88×
38Idaho~6K0.88×
39Missouri~20K0.87×
40Pennsylvania~40K0.85×
41South Carolina~20K0.84×
42Mississippi~9K0.84×
43New Hampshire~4K0.84×
44Ohio~30K0.83×
45Alabama~10K0.83×
46South Dakota~2K0.83×
47Maine~4K0.82×
48Vermont~2K0.82×
49West Virginia~5K0.78×
50Montana~3K0.76×
Fig. 06

Affinity by region

Affinity by region — Nescafé, United States
0.76×1.00×1.91×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Nescafé audience
#·InterestCategoryAffinity×
01Stumptown Coffee RoastersFood & Beverages104.00×
02Costa CoffeeFood & Beverages103.66×
03Frappé coffeeFood & Beverages103.48×
04Yellow teaTopic101.76×
05360Music & Radio89.56×
06IllyFood & Beverages89.56×
07AlldayMusic & Radio89.56×
08White CollarMovies & TV83.58×
09De'LonghiHome & Garden81.91×
10Latte artFood & Beverages57.84×
11LavazzaFood & Beverages56.91×
12Caffè AmericanoFood & Beverages50.00×
13Instant coffeeFood & Beverages36.49×
14Espresso machineHome & Garden34.96×
15Caribou CoffeeFood & Beverages32.27×
16FrappuccinoFood & Beverages25.87×
17NespressoFood & Beverages23.54×
18Specialty coffeeFood & Beverages16.21×
19Coffee preparationHome & Garden9.97×
20Dunkin' DonutsFood & Beverages7.67×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Nescafé 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 Nescafé audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.84×
IndulgenceJOY1.56×
Luxury OrientationPREMIUM1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Nescafé audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.52×
Community OrientationOPEN0.74×
Need for SecurityCONSERVATISM0.75×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Nescafé's target market in United States?

Nescafé's target market in United States covers an estimated 1,304,514 people, concentrated in California and Texas.

02

What is the gender split and age of Nescafé customers?

64.1% of the Nescafé audience are female, 35.9% are male, with an average age of 38.7 years.

03

Which brands do Nescafé fans like most?

Nescafé fans show strongest brand affinity for 360 (89.56×), Stumptown Coffee Roasters (104×), and White Collar (83.58×) over the country average.

04

Where do Nescafé fans live in United States?

Nescafé fans in United States are most concentrated in California (reach ~300K), Texas (reach ~200K), and New York (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Nescafé fans also like?

Beyond Nescafé itself, the audience over-indexes on Stumptown Coffee Roasters (104×), White Collar (83.58×), Costa Coffee (103.66×), and De'Longhi (81.91×) compared to the United States average.

Appendix

Explore more audiences

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

More Coffee audiences in United States

See Nescafé audiences in other countries

How to read this data

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