Rascasse Audience Intelligence

Starbucks Target Market in United States

A data profile of the people who buy, follow and care about Starbucks in United States — modelled from more than twelve digital signal sources. Starbucks has an estimated audience of 64,041,976 people in United States.

#1among Coffee in United States#16among Brand in United States#19in Food & Beverages

The average Starbucks fan in United States is 37.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Burger King, Wendy's, Chipotle Mexican Grill, with strongest over-indexing on Burger King (2.94× the country average).

Demographically, the Starbucks audience skews more female with an average age of 37.5, and over-indexes on personality traits such as Family Orientation, Need for Security.

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

The typical Starbucks fan in United States is more female, around 37.5 years old, with strong Family Orientation tendencies and a notable affinity for Burger King.

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 Starbucks profile in United States.

Audience size
64M
in United States
Gender
66.1%♀
33.9% male
Age
37.5
average years
Country rank
#247
Brand in United States
Fig. 01

Search interest · 12-month trend

-51%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Starbucks

66.1% are female, 33.9% are male, average age 37.5.

Fig. 02

Gender split

66.1%
Female
33.9%
Male
Demographic split for Starbucks audience in United States
MetricValue
Female66.1%
Male33.9%
Average age37.5
Estimated audience size64,041,976
Fig. 03

Age distribution

Ø 37.5
average years
Age distribution of the Starbucks audience in United States
Age bracketShare%
16-1924%
20-2921%
30-3918%
40-4918%
50+19%
Fig. 04

Worldwide distribution

27.9%

of the worldwide Starbucks audience comes from United States.

Worldwide audience distribution share by country for Starbucks
CountryShare
United States27.9%
Japan8.9%
China6.1%
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 Starbucks audience in United States is strongest.

Fig. 05

Top regions by affinity

Starbucks customers by region in United States
#RegionReachAffinity×
01California~12M1.76×
02Nevada~1M1.74×
03Hawaii~400K1.50×
04Washington~2M1.47×
05Colorado~1.5M1.36×
06Texas~7.5M1.33×
07New Mexico~400K1.28×
08Florida~5.5M1.26×
09Illinois~2.5M1.26×
10Arizona~1.5M1.26×
11Washington, District of Columbia~200K1.24×
12Oregon~900K1.16×
13Virginia~2M1.14×
14South Carolina~1M1.14×
15Indiana~1.5M1.09×
16New York~4M1.08×
17Georgia~2M1.08×
18North Carolina~2M1.08×
19Tennessee~1.5M1.03×
20New Jersey~1.5M1.02×
21Maryland~1M1.00×
22Utah~600K0.98×
23Massachusetts~1M0.96×
24Wisconsin~900K0.96×
25Minnesota~900K0.96×
26Connecticut~600K0.92×
27Ohio~2M0.91×
28Missouri~900K0.91×
29Kansas~500K0.91×
30Wyoming~90K0.91×
31Oklahoma~600K0.90×
32Pennsylvania~2M0.88×
33Delaware~200K0.88×
34Nebraska~300K0.87×
35Michigan~1.5M0.85×
36Idaho~300K0.85×
37Kentucky~700K0.84×
38Alabama~700K0.83×
39South Dakota~100K0.82×
40Louisiana~700K0.81×
41Montana~100K0.81×
42Iowa~400K0.79×
43Rhode Island~200K0.77×
44New Hampshire~200K0.75×
45North Dakota~100K0.75×
46Arkansas~400K0.74×
47West Virginia~200K0.74×
48Mississippi~400K0.67×
49Alaska~90K0.67×
50Maine~100K0.57×
Fig. 06

Affinity by region

Affinity by region — Starbucks, United States
0.57×1.00×1.76×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Starbucks audience
#·InterestCategoryAffinity×
01Chipotle Mexican GrillFood & Beverages3.17×
02Burger KingFood & Beverages2.94×
03Wendy'sFood & Beverages2.77×
04Concurrent Versions SystemTechnology & Electronics2.45×
05McDonald'sFood & Beverages2.27×
06Dick Van DykeMovies & TV2.16×
07MenardsHome & Garden2.06×
08FriendshipKids & Family2.00×
09Google DocsInternet & Social Media1.75×
10Hobby LobbyHome & Garden1.72×
11Rob ReinerMovies & TV1.66×
12Dollar GeneralShopping1.65×
13RedditInternet & Social Media1.63×
14Taco BellFood & Beverages1.63×
15SubwayFood & Beverages1.63×
16Chick-fil-AFood & Beverages1.58×
17Pizza HutFood & Beverages1.56×
18GmailInternet & Social Media1.56×
19Sam's ClubShopping1.53×
20HollywoodTravel & Leisure1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Starbucks 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 Starbucks audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.25×
Need for SecurityCONSERVATISM1.24×
Convenience OrientationPREMIUM1.23×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Starbucks audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.76×
Risk AppetiteTHRILL0.85×
Early Adopter MentalityPOWER0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Starbucks's target market in United States?

Starbucks's target market in United States covers an estimated 64,041,976 people, concentrated in California and Texas.

02

What is the gender split and age of Starbucks customers?

66.1% of the Starbucks audience are female, 33.9% are male, with an average age of 37.5 years.

03

Which brands do Starbucks fans like most?

Starbucks fans show strongest brand affinity for Burger King (2.94×), Wendy's (2.77×), and Chipotle Mexican Grill (3.17×) over the country average.

04

Where do Starbucks fans live in United States?

Starbucks fans in United States are most concentrated in California (reach ~12M), Texas (reach ~7.5M), and Florida (reach ~5.5M). These three regions account for the largest share of the active audience.

05

What other brands do Starbucks fans also like?

Beyond Starbucks itself, the audience over-indexes on Wendy's (2.77×), Chipotle Mexican Grill (3.17×), McDonald's (2.27×), and Concurrent Versions System (2.45×) 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 Starbucks audiences in other countries

How to read this data

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