Rascasse Audience Intelligence

Subway Target Market in United States

A data profile of the people who buy, follow and care about Subway in United States — modelled from more than twelve digital signal sources. Subway has an estimated audience of 53,410,906 people in United States.

#6among Fast food restaurants in United States#41among Brand in United States#35in Food & Beverages

The average Subway fan in United States is 37.3 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Televisions, Pizza Hut, Taco Bell, with strongest over-indexing on Televisions (2.2× the country average).

Demographically, the Subway audience skews balanced with an average age of 37.3, and over-indexes on personality traits such as Convenience 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 Subway fan in United States is balanced, around 37.3 years old, with strong Convenience Orientation tendencies and a notable affinity for Televisions.

Category: Food & Beverages · Type: Brand · Subtype: Fast food restaurants

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 Subway profile in United States.

Audience size
53.4M
in United States
Gender
53.2%♀
46.8% male
Age
37.3
average years
Country rank
#368
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Subway

53.2% are female, 46.8% are male, average age 37.3.

Fig. 02

Gender split

53.2%
Female
46.8%
Male
Demographic split for Subway audience in United States
MetricValue
Female53.2%
Male46.8%
Average age37.3
Estimated audience size53,410,906
Fig. 03

Age distribution

Ø 37.3
average years
Age distribution of the Subway audience in United States
Age bracketShare%
16-1925%
20-2921%
30-3918%
40-4918%
50+18%
Fig. 04

Worldwide distribution

44.4%

of the worldwide Subway audience comes from United States.

Worldwide audience distribution share by country for Subway
CountryShare
United States44.4%
Brazil6.0%
United Kingdom5.8%
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 Subway audience in United States is strongest.

Fig. 05

Top regions by affinity

Subway customers by region in United States
#RegionReachAffinity×
01Indiana~1.5M1.38×
02Mississippi~600K1.35×
03Arkansas~600K1.34×
04New Mexico~300K1.32×
05Wyoming~100K1.29×
06Iowa~500K1.27×
07West Virginia~300K1.27×
08South Dakota~100K1.24×
09Ohio~2M1.23×
10Louisiana~800K1.22×
11Michigan~1.5M1.20×
12Missouri~1M1.18×
13Kentucky~800K1.15×
14North Dakota~100K1.15×
15Minnesota~900K1.14×
16Oklahoma~700K1.13×
17Nebraska~300K1.13×
18Texas~5M1.11×
19Tennessee~1M1.11×
20Wisconsin~900K1.11×
21Alabama~800K1.09×
22Kansas~400K1.07×
23South Carolina~800K1.05×
24Alaska~100K1.04×
25Oregon~600K1.03×
26Utah~500K1.03×
27Idaho~300K1.03×
28Illinois~2M1.02×
29Hawaii~200K1.01×
30Washington~1M0.98×
31Nevada~500K0.97×
32Georgia~1.5M0.94×
33North Carolina~1.5M0.94×
34Arizona~1M0.93×
35Montana~100K0.93×
36Maine~200K0.92×
37Colorado~700K0.91×
38Virginia~1M0.90×
39California~5M0.89×
40Florida~3M0.83×
41Maryland~700K0.82×
42Connecticut~400K0.82×
43Rhode Island~100K0.82×
44Washington, District of Columbia~100K0.77×
45Vermont~70K0.75×
46New Hampshire~100K0.68×
47New York~2M0.65×
48Pennsylvania~1M0.65×
49Massachusetts~600K0.60×
50New Jersey~500K0.35×
Fig. 06

Affinity by region

Affinity by region — Subway, United States
0.35×1.00×1.38×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Subway audience
#·InterestCategoryAffinity×
01QuikTripShopping3.66×
02MenardsHome & Garden3.07×
03Olive GardenFood & Beverages3.06×
04Pizza HutFood & Beverages2.90×
05Taco BellFood & Beverages2.87×
06Little CaesarsFood & Beverages2.84×
07Wawa Inc.Shopping2.84×
08Dollar GeneralShopping2.51×
09Burger KingFood & Beverages2.35×
10Wendy'sFood & Beverages2.31×
11McDonald'sFood & Beverages2.27×
12Texas RoadhouseFood & Beverages2.23×
13TelevisionsTechnology & Electronics2.20×
14RedditInternet & Social Media2.15×
15WalmartShopping1.91×
16Video gamesGames1.90×
17PhilosophyBusiness & Career1.83×
18Pop musicMusic & Radio1.75×
19Comedy moviesMovies & TV1.68×
20EducationBusiness & Career1.63×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Subway 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 Subway audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.64×
Need for SecurityCONSERVATISM1.56×
Family OrientationCONSERVATISM1.55×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Subway audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.69×
SustainabilityBALANCE0.83×
Luxury OrientationPREMIUM0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Subway's target market in United States?

Subway's target market in United States covers an estimated 53,410,906 people, concentrated in California and Texas.

02

What is the gender split and age of Subway customers?

53.2% of the Subway audience are female, 46.8% are male, with an average age of 37.3 years.

03

Which brands do Subway fans like most?

Subway fans show strongest brand affinity for Televisions (2.2×), Pizza Hut (2.9×), and Taco Bell (2.87×) over the country average.

04

Where do Subway fans live in United States?

Subway fans in United States are most concentrated in California (reach ~5M), Texas (reach ~5M), and Florida (reach ~3M). These three regions account for the largest share of the active audience.

05

What other brands do Subway fans also like?

Beyond Subway itself, the audience over-indexes on Pizza Hut (2.9×), Taco Bell (2.87×), Dollar General (2.51×), and Video games (1.9×) compared to the United States average.

Appendix

Explore more audiences

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

More Fast food restaurants audiences in United States

Related rankings

See Subway audiences in other countries

How to read this data

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