Rascasse Audience Intelligence

Pumpkin Spice Latte Audience in United States

A data profile of the people who buy, follow and care about Pumpkin Spice Latte in United States — modelled from more than twelve digital signal sources. Pumpkin Spice Latte has an estimated audience of 2,346,080 people in United States.

#34among Beverage in United States#5813among Topic in United States#764in Food & Beverages

The average Pumpkin Spice Latte fan in United States is 36.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Edible Arrangements, Costa Coffee, Cast-iron cookware, with strongest over-indexing on Edible Arrangements (60.86× the country average).

Demographically, the Pumpkin Spice Latte audience skews more female with an average age of 36.2, and over-indexes on personality traits such as Sustainability, Indulgence.

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

The typical Pumpkin Spice Latte fan in United States is more female, around 36.2 years old, with strong Sustainability tendencies and a notable affinity for Edible Arrangements.

Category: Food & Beverages · Type: Topic · Subtype: Beverage

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 Pumpkin Spice Latte profile in United States.

Audience size
2.3M
in United States
Gender
78.6%♀
21.4% male
Age
36.2
average years
Country rank
#12528
Topic in United States
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Pumpkin Spice Latte fans

78.6% are female, 21.4% are male, average age 36.2.

Fig. 02

Gender split

78.6%
Female
21.4%
Male
Demographic split for Pumpkin Spice Latte audience in United States
MetricValue
Female78.6%
Male21.4%
Average age36.2
Estimated audience size2,346,080
Fig. 03

Age distribution

Ø 36.2
average years
Age distribution of the Pumpkin Spice Latte audience in United States
Age bracketShare%
16-1926%
20-2922%
30-3917%
40-4920%
50+14%
Fig. 04

Worldwide distribution

78.2%

of the worldwide Pumpkin Spice Latte audience comes from United States.

Worldwide audience distribution share by country for Pumpkin Spice Latte
CountryShare
United States78.2%
Poland4.8%
Canada2.2%
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 Pumpkin Spice Latte audience in United States is strongest.

Fig. 05

Top regions by affinity

Pumpkin Spice Latte fans by region: top regions in United States
#RegionReachAffinity×
01California~400K1.37×
02Washington~60K1.32×
03Texas~300K1.25×
04Virginia~70K1.22×
05Arizona~60K1.20×
06Illinois~90K1.16×
07Colorado~40K1.14×
08New Mexico~10K1.13×
09Michigan~70K1.10×
10Nevada~30K1.10×
11North Carolina~80K1.08×
12Alaska~5K1.08×
13New York~100K1.07×
14Indiana~50K1.06×
15Oregon~30K1.06×
16Ohio~70K1.04×
17Kansas~20K1.04×
18Nebraska~10K1.04×
19Hawaii~10K1.04×
20Idaho~10K1.03×
21Georgia~70K1.02×
22Washington, District of Columbia~7K1.02×
23Montana~7K1.02×
24South Dakota~5K1.01×
25New Jersey~60K1.00×
26Tennessee~50K1.00×
27Maryland~40K1.00×
28Wisconsin~40K1.00×
29Kentucky~30K1.00×
30Pennsylvania~80K0.99×
31Utah~20K0.99×
32South Carolina~30K0.98×
33Oklahoma~30K0.97×
34Arkansas~20K0.97×
35North Dakota~5K0.97×
36Missouri~40K0.96×
37Connecticut~20K0.96×
38West Virginia~10K0.96×
39Florida~200K0.95×
40Minnesota~30K0.95×
41Iowa~20K0.93×
42Massachusetts~40K0.90×
43Vermont~4K0.87×
44Rhode Island~6K0.86×
45Delaware~5K0.85×
46Alabama~30K0.83×
47New Hampshire~8K0.83×
48Louisiana~20K0.80×
49Maine~7K0.79×
50Mississippi~10K0.73×
Fig. 06

Affinity by region

Affinity by region — Pumpkin Spice Latte, United States
0.73×1.00×1.37×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Pumpkin Spice Latte audience
#·InterestCategoryAffinity×
01Edible ArrangementsFood & Beverages60.86×
02Costa CoffeeFood & Beverages45.33×
03Cast-iron cookwareHome & Garden8.25×
04Milk substituteFood & Beverages6.56×
05Sustainable clothingFashion & Accessoires6.53×
06Pressure cookingHome & Garden6.06×
07High-net-worth individualBusiness & Career4.72×
08Halloween costumeKids & Family4.01×
09Non-alcoholic beverageFood & Beverages3.93×
10WegmansShopping3.82×
11EspressoFood & Beverages2.75×
12Valentine's DayKids & Family2.64×
13Summer vacationTravel & Leisure2.43×
14Cyber MondayShopping2.14×
15Trader Joe'sShopping2.00×
16CVS PharmacyShopping1.86×
17J. C. PenneyShopping1.85×
18Black Friday (shopping)Shopping1.76×
19BreakfastFood & Beverages1.70×
20Target CorporationShopping1.65×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Pumpkin Spice Latte 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 Pumpkin Spice Latte audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE6.53×
IndulgenceJOY2.02×
Price SensitivityPREMIUM1.72×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Pumpkin Spice Latte audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.63×
Quality AwarenessPREMIUM0.71×
Risk AppetiteTHRILL0.74×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Pumpkin Spice Latte have in United States?

Pumpkin Spice Latte has an estimated audience of 2,346,080 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Pumpkin Spice Latte fans?

78.6% of Pumpkin Spice Latte fans are female, 21.4% are male, with an average age of 36.2 years.

03

Which brands do Pumpkin Spice Latte fans like most?

Pumpkin Spice Latte fans show strongest brand affinity for Edible Arrangements (60.86×), Costa Coffee (45.33×), and Cast-iron cookware (8.25×) over the country average.

04

Where do Pumpkin Spice Latte fans live in United States?

Pumpkin Spice Latte fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Pumpkin Spice Latte fans also like?

Beyond Pumpkin Spice Latte itself, the audience over-indexes on Costa Coffee (45.33×), Cast-iron cookware (8.25×), Non-alcoholic beverage (3.93×), and Wegmans (3.82×) compared to the United States average.

Appendix

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How to read this data

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