Rascasse Audience Intelligence

Specialty coffee Audience in United States

A data profile of the people who buy, follow and care about Specialty coffee in United States — modelled from more than twelve digital signal sources. Specialty coffee has an estimated audience of 7,329,471 people in United States.

#17among Beverage in United States#2931among Topic in United States#358in Food & Beverages

The average Specialty coffee fan in United States is 39.6 years old, more female, and lives primarily in California.

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

Top brand affinities include Frozen dessert, Texas Roadhouse, Starbucks, with strongest over-indexing on Frozen dessert (12.8× the country average).

Demographically, the Specialty coffee audience skews more female with an average age of 39.6, and over-indexes on personality traits such as Early Adopter Mentality, Luxury Orientation.

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

The typical Specialty coffee fan in United States is more female, around 39.6 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Frozen dessert.

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 Specialty coffee profile in United States.

Audience size
7.3M
in United States
Gender
62.8%♀
37.2% male
Age
39.6
average years
Country rank
#4830
Topic in United States
Fig. 01

Search interest · 12-month trend

+41%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Specialty coffee fans

62.8% are female, 37.2% are male, average age 39.6.

Fig. 02

Gender split

62.8%
Female
37.2%
Male
Demographic split for Specialty coffee audience in United States
MetricValue
Female62.8%
Male37.2%
Average age39.6
Estimated audience size7,329,471
Fig. 03

Age distribution

Ø 39.6
average years
Age distribution of the Specialty coffee audience in United States
Age bracketShare%
16-1919%
20-2921%
30-3919%
40-4920%
50+22%
Fig. 04

Worldwide distribution

15.5%

of the worldwide Specialty coffee audience comes from United States.

Worldwide audience distribution share by country for Specialty coffee
CountryShare
United States15.5%
Japan8.7%
Indonesia6.8%
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 Specialty coffee audience in United States is strongest.

Fig. 05

Top regions by affinity

Specialty coffee fans by region: top regions in United States
#RegionReachAffinity×
01Washington, District of Columbia~70K3.12×
02Wyoming~30K2.32×
03New York~900K2.26×
04Hawaii~70K2.09×
05California~1.5M1.96×
06Massachusetts~200K1.37×
07Washington~200K1.36×
08New Jersey~300K1.35×
09Florida~600K1.27×
10Nevada~90K1.24×
11Vermont~20K1.21×
12Tennessee~200K1.16×
13Rhode Island~30K1.14×
14Oregon~90K1.11×
15Connecticut~80K1.09×
16Virginia~200K1.08×
17Colorado~100K1.06×
18Texas~600K0.99×
19Utah~70K0.99×
20New Hampshire~30K0.98×
21Illinois~200K0.96×
22Louisiana~90K0.96×
23Kansas~50K0.95×
24Alaska~10K0.90×
25Georgia~200K0.88×
26North Carolina~200K0.85×
27Arizona~100K0.85×
28Pennsylvania~200K0.84×
29Idaho~30K0.84×
30Maine~20K0.84×
31New Mexico~30K0.82×
32Maryland~100K0.81×
33Arkansas~50K0.80×
34Montana~20K0.80×
35South Carolina~90K0.79×
36Nebraska~30K0.77×
37Delaware~20K0.76×
38South Dakota~10K0.76×
39Mississippi~50K0.75×
40Missouri~90K0.74×
41Oklahoma~60K0.73×
42Ohio~200K0.70×
43Minnesota~70K0.68×
44Iowa~40K0.68×
45West Virginia~20K0.68×
46Kentucky~60K0.66×
47Indiana~80K0.63×
48Alabama~60K0.63×
49Wisconsin~70K0.62×
50Michigan~100K0.61×
Fig. 06

Affinity by region

Affinity by region — Specialty coffee, United States
0.61×1.00×3.12×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Specialty coffee audience
#·InterestCategoryAffinity×
01Häagen-DazsFood & Beverages14.04×
02Frozen dessertFood & Beverages12.80×
03Coffee preparationHome & Garden5.70×
04Baskin-RobbinsFood & Beverages5.39×
05LongHorn SteakhouseFood & Beverages4.42×
06Popeyes Louisiana KitchenFood & Beverages3.98×
07Texas RoadhouseFood & Beverages3.28×
08StarbucksFood & Beverages3.17×
09MarshallsFashion & Accessoires3.06×
10T.J.MaxxShopping3.01×
117-ElevenShopping2.90×
12Dollar TreeShopping2.70×
13Macy'sShopping2.68×
14Whole Foods MarketShopping2.43×
15Trader Joe'sShopping2.41×
16Google DocsInternet & Social Media2.33×
17ShoesFashion & Accessoires1.97×
18Luxury goodsFashion & Accessoires1.89×
19BeautyBeauty & Wellness1.72×
20Online shoppingShopping1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Specialty coffee 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 Specialty coffee audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER2.53×
Luxury OrientationPREMIUM1.98×
Design AffinityPREMIUM1.97×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Specialty coffee audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.68×
TraditionCONSERVATISM0.72×
PatriotismCONSERVATISM0.74×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Specialty coffee have in United States?

Specialty coffee has an estimated audience of 7,329,471 people in United States, concentrated in California and New York.

02

What is the gender split and age of Specialty coffee fans?

62.8% of Specialty coffee fans are female, 37.2% are male, with an average age of 39.6 years.

03

Which brands do Specialty coffee fans like most?

Specialty coffee fans show strongest brand affinity for Frozen dessert (12.8×), Texas Roadhouse (3.28×), and Starbucks (3.17×) over the country average.

04

Where do Specialty coffee fans live in United States?

Specialty coffee fans in United States are most concentrated in California (reach ~1.5M), New York (reach ~900K), and Florida (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Specialty coffee fans also like?

Beyond Specialty coffee itself, the audience over-indexes on Texas Roadhouse (3.28×), Starbucks (3.17×), Popeyes Louisiana Kitchen (3.98×), and Coffee preparation (5.7×) compared to the United States average.

Appendix

Explore more audiences

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

More Beverage audiences in United States

See Specialty coffee audiences in other countries

How to read this data

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