Rascasse Audience Intelligence

Yum! Brands Target Market in United States

A data profile of the people who buy, follow and care about Yum! Brands in United States — modelled from more than twelve digital signal sources. Yum! Brands has an estimated audience of 2,006,348 people in United States.

#27among Fast food restaurants in United States#1441among Brand in United States#860in Food & Beverages

The average Yum! Brands fan in United States is 38.1 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Minnesota, Texas.

Top brand affinities include Rock on the Range, Yeah Yeah Yeahs, CSS, with strongest over-indexing on Rock on the Range (1542.81× the country average).

Demographically, the Yum! Brands audience skews balanced with an average age of 38.1, and over-indexes on personality traits such as Convenience Orientation, Luxury Orientation.

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

The typical Yum! Brands fan in United States is balanced, around 38.1 years old, with strong Convenience Orientation tendencies and a notable affinity for Rock on the Range.

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 Yum! Brands profile in United States.

Audience size
2M
in United States
Gender
53.0%♀
47.0% male
Age
38.1
average years
Country rank
#14196
Brand in United States
Fig. 01

Search interest · 12-month trend

+12%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Yum! Brands

53.0% are female, 47.0% are male, average age 38.1.

Fig. 02

Gender split

53.0%
Female
47.0%
Male
Demographic split for Yum! Brands audience in United States
MetricValue
Female53.0%
Male47.0%
Average age38.1
Estimated audience size2,006,348
Fig. 03

Age distribution

Ø 38.1
average years
Age distribution of the Yum! Brands audience in United States
Age bracketShare%
16-1924%
20-2920%
30-3918%
40-4917%
50+21%
Fig. 04

Worldwide distribution

29.1%

of the worldwide Yum! Brands audience comes from United States.

Worldwide audience distribution share by country for Yum! Brands
CountryShare
United States29.1%
United Kingdom11.6%
Canada6.8%
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 Yum! Brands audience in United States is strongest.

Fig. 05

Top regions by affinity

Yum! Brands customers by region in United States
#RegionReachAffinity×
01Washington, District of Columbia~40K6.47×
02Minnesota~200K5.42×
03Tennessee~100K3.23×
04Kentucky~50K2.03×
05Georgia~70K1.08×
06Maryland~30K1.00×
07Florida~100K0.97×
08Indiana~30K0.93×
09North Dakota~4K0.92×
10Mississippi~10K0.90×
11Arkansas~10K0.90×
12Louisiana~20K0.89×
13Illinois~60K0.87×
14Ohio~50K0.85×
15Kansas~10K0.82×
16Texas~100K0.81×
17Alabama~20K0.81×
18Michigan~40K0.79×
19Missouri~30K0.79×
20California~200K0.78×
21Virginia~40K0.78×
22Arizona~30K0.77×
23Wisconsin~20K0.77×
24New York~80K0.76×
25Oklahoma~20K0.76×
26Oregon~20K0.75×
27Nebraska~7K0.73×
28West Virginia~7K0.73×
29North Carolina~40K0.72×
30South Carolina~20K0.72×
31Nevada~10K0.72×
32Washington~30K0.71×
33Iowa~10K0.71×
34Idaho~7K0.71×
35Rhode Island~4K0.71×
36New Jersey~40K0.70×
37Colorado~20K0.70×
38South Dakota~3K0.70×
39Delaware~4K0.68×
40Alaska~3K0.68×
41Pennsylvania~50K0.67×
42Utah~10K0.67×
43Hawaii~6K0.67×
44New Hampshire~5K0.67×
45Montana~4K0.67×
46Vermont~2K0.67×
47Connecticut~10K0.66×
48Maine~5K0.64×
49Massachusetts~20K0.62×
50New Mexico~6K0.61×
Fig. 06

Affinity by region

Affinity by region — Yum! Brands, United States
0.61×1.00×6.47×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Yum! Brands audience
#·InterestCategoryAffinity×
01Rock on the RangeMusic & Radio1542.81×
02Yeah Yeah YeahsMusic & Radio478.36×
03The StillsMusic & Radio478.36×
04CSSMusic & Radio219.84×
05River IslandFashion & Accessoires91.09×
06Fish and chipsFood & Beverages10.67×
07Taco BellFood & Beverages9.01×
08FlatbreadFood & Beverages4.94×
09In-N-Out BurgerFood & Beverages4.71×
10Fast food restaurantsFood & Beverages3.83×
11Little CaesarsFood & Beverages3.01×
12CheeseFood & Beverages2.75×
13VirtuePolitics & Society2.68×
14Fast foodFood & Beverages2.61×
15Burger KingFood & Beverages2.43×
16Instant messagingInternet & Social Media2.42×
17EatingFood & Beverages2.34×
18Texas RoadhouseFood & Beverages2.26×
19TelevisionsTechnology & Electronics1.72×
20FamilyKids & Family1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Yum! Brands 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 Yum! Brands audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.64×
Luxury OrientationPREMIUM1.61×
Price SensitivityPREMIUM1.57×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Yum! Brands audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.98×
Healthy LifestyleBALANCE1.01×
Pet OwnershipJOY1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Yum! Brands's target market in United States?

Yum! Brands's target market in United States covers an estimated 2,006,348 people, concentrated in California and Minnesota.

02

What is the gender split and age of Yum! Brands customers?

53.0% of the Yum! Brands audience are female, 47.0% are male, with an average age of 38.1 years.

03

Which brands do Yum! Brands fans like most?

Yum! Brands fans show strongest brand affinity for Rock on the Range (1542.81×), Yeah Yeah Yeahs (478.36×), and CSS (219.84×) over the country average.

04

Where do Yum! Brands fans live in United States?

Yum! Brands fans in United States are most concentrated in California (reach ~200K), Minnesota (reach ~200K), and Texas (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Yum! Brands fans also like?

Beyond Yum! Brands itself, the audience over-indexes on Yeah Yeah Yeahs (478.36×), CSS (219.84×), River Island (91.09×), and Taco Bell (9.01×) 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

See Yum! Brands audiences in other countries

How to read this data

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