Rascasse Audience Intelligence

Waffle Audience in United States

A data profile of the people who buy, follow and care about Waffle in United States — modelled from more than twelve digital signal sources. Waffle has an estimated audience of 5,328,974 people in United States.

#30among Sweet in United States#3627among Topic in United States#435in Food & Beverages

The average Waffle fan in United States is 37.7 years old, more female, and lives primarily in California.

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

Top brand affinities include IHOP, Waffle House, Pizza Hut, with strongest over-indexing on IHOP (4.46× the country average).

Demographically, the Waffle audience skews more female with an average age of 37.7, and over-indexes on personality traits such as Indulgence, Community Orientation.

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

The typical Waffle fan in United States is more female, around 37.7 years old, with strong Indulgence tendencies and a notable affinity for IHOP.

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

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 Waffle profile in United States.

Audience size
5.3M
in United States
Gender
69.6%♀
30.4% male
Age
37.7
average years
Country rank
#6314
Topic in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Waffle fans

69.6% are female, 30.4% are male, average age 37.7.

Fig. 02

Gender split

69.6%
Female
30.4%
Male
Demographic split for Waffle audience in United States
MetricValue
Female69.6%
Male30.4%
Average age37.7
Estimated audience size5,328,974
Fig. 03

Age distribution

Ø 37.7
average years
Age distribution of the Waffle audience in United States
Age bracketShare%
16-1923%
20-2920%
30-3919%
40-4920%
50+17%
Fig. 04

Worldwide distribution

22.9%

of the worldwide Waffle audience comes from United States.

Worldwide audience distribution share by country for Waffle
CountryShare
United States22.9%
Japan10.2%
United Kingdom4.3%
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 Waffle audience in United States is strongest.

Fig. 05

Top regions by affinity

Waffle fans by region: top regions in United States
#RegionReachAffinity×
01Maine~40K2.20×
02New Hampshire~50K2.15×
03Minnesota~200K2.06×
04Vermont~20K1.88×
05Massachusetts~200K1.82×
06Connecticut~90K1.62×
07Wisconsin~100K1.59×
08Rhode Island~30K1.57×
09Iowa~70K1.56×
10Delaware~20K1.49×
11South Dakota~20K1.39×
12Pennsylvania~200K1.27×
13Nebraska~30K1.19×
14North Dakota~10K1.18×
15New Jersey~200K1.17×
16Montana~20K1.09×
17Illinois~200K1.08×
18Maryland~100K1.07×
19New York~300K1.06×
20Michigan~100K1.06×
21Ohio~200K1.00×
22Missouri~80K0.96×
23Oregon~60K0.93×
24Virginia~100K0.91×
25Washington~100K0.90×
26Kansas~40K0.90×
27Florida~300K0.85×
28South Carolina~70K0.84×
29North Carolina~100K0.82×
30Idaho~20K0.80×
31Indiana~80K0.79×
32Colorado~70K0.79×
33Alaska~9K0.75×
34Arizona~80K0.72×
35Kentucky~50K0.69×
36Hawaii~20K0.68×
37West Virginia~20K0.66×
38Utah~30K0.63×
39Tennessee~60K0.60×
40California~300K0.59×
41New Mexico~20K0.58×
42Arkansas~20K0.56×
43Georgia~90K0.55×
44Alabama~40K0.53×
45Washington, District of Columbia~9K0.53×
46Nevada~30K0.51×
47Oklahoma~30K0.49×
48Louisiana~30K0.47×
49Texas~200K0.45×
50Mississippi~20K0.42×
Fig. 06

Affinity by region

Affinity by region — Waffle, United States
0.42×1.00×2.20×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Waffle audience
#·InterestCategoryAffinity×
01IHOPFood & Beverages4.46×
02Catherine Zeta-JonesMovies & TV4.46×
03Sharon OsbourneMovies & TV4.46×
04Hilary DuffMovies & TV4.18×
05Waffle HouseFood & Beverages4.12×
06Denny'sFood & Beverages3.05×
07Non-alcoholic beverageFood & Beverages2.94×
08Microwave ovenHome & Garden2.25×
09DoughFood & Beverages2.15×
10PastryFood & Beverages1.88×
11Real propertyHome & Garden1.81×
12Pizza HutFood & Beverages1.78×
13Trader Joe'sShopping1.70×
14Michael JacksonMusic & Radio1.68×
15Chick-fil-AFood & Beverages1.65×
16Panda ExpressFood & Beverages1.60×
17The UPS StoreShopping1.58×
18Organic foodFood & Beverages1.57×
19Snack foodFood & Beverages1.57×
20BreakfastFood & Beverages1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Waffle 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 Waffle audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.48×
Community OrientationOPEN1.36×
Price SensitivityPREMIUM1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Waffle audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.89×
MindfulnessBALANCE0.90×
Pet OwnershipJOY0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Waffle have in United States?

Waffle has an estimated audience of 5,328,974 people in United States, concentrated in California and New York.

02

What is the gender split and age of Waffle fans?

69.6% of Waffle fans are female, 30.4% are male, with an average age of 37.7 years.

03

Which brands do Waffle fans like most?

Waffle fans show strongest brand affinity for IHOP (4.46×), Waffle House (4.12×), and Pizza Hut (1.78×) over the country average.

04

Where do Waffle fans live in United States?

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

05

What other brands do Waffle fans also like?

Beyond Waffle itself, the audience over-indexes on Waffle House (4.12×), Pizza Hut (1.78×), Trader Joe's (1.7×), and Chick-fil-A (1.65×) compared to the United States average.

Appendix

Explore more audiences

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

More Sweet audiences in United States

See Waffle audiences in other countries

How to read this data

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