Rascasse Audience Intelligence

Dairy Queen Target Market in United States

Dairy Queen has an estimated audience of 24.5M people in United States.

#15among Restaurants in United States
#131among brands in United States#112in Food & Beverages

The average Dairy Queen fan in United States is 38.2 years old, more female, and lives primarily in Texas.

By number of fans, Dairy Queen ranks #15 among the 363 objects in Restaurants in United States — 5.0× the group median.

Its fans are 2.0 years younger than the group average of 40.2.

Women make up 60.8% of the fan base, 3.6 percentage points more than the group average.

Compared with the other 362 objects in Restaurants, Dairy Queen fans stand out for their interest in Pollo Tropical, Tesco and Baskin-Robbins.

Most fans live in Texas, Ohio, Pennsylvania.

Top affinities include Pollo Tropical, Tesco, Baskin-Robbins, with strongest over-indexing on Pollo Tropical (7.53× the country average).

Demographically, the Dairy Queen audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Early Adopter Mentality, Pet Ownership.

The typical Dairy Queen fan in United States is more female, around 38.2 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Pollo Tropical.

Category: Food & Beverages · Type: Brand · Subtype: Restaurants

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
24.5M
in United States
Gender
60.8%♀
39.2% male
Age
38.2
average years
Country rank
#1230
among all objects in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Dairy Queen

60.8% are female, 39.2% are male, average age 38.2.

Fig. 02

Gender split

60.8%
Female
39.2%
Male
Demographic split for Dairy Queen audience in United States
MetricValue
Female60.8%
Male39.2%
Average age38.2
Estimated audience size24.5M
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the Dairy Queen audience in United States
Age bracketShare%
16-2421%
25-3423%
35-4421%
45-5420%
55+15%
Fig. 04

Worldwide distribution

73.3%

of the worldwide Dairy Queen audience comes from United States.

Worldwide audience distribution share by country for Dairy Queen
CountryShare
United States73.3%
Canada11.5%
Mexico5.6%
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

Fig. 05

Top regions by affinity

Dairy Queen customers by region in United States
#RegionReachAffinity×
01North Dakota~100K2.03×
02West Virginia~300K2.02×
03South Dakota~100K1.82×
04Indiana~900K1.81×
05Nebraska~300K1.79×
06Ohio~1.5M1.70×
07Montana~100K1.70×
08Kentucky~600K1.68×
09Minnesota~700K1.66×
10Iowa~400K1.61×
11Texas~2.5M1.46×
12Oregon~400K1.39×
13Delaware~90K1.25×
14Michigan~900K1.21×
15Missouri~500K1.21×
16Wisconsin~500K1.21×
17New Mexico~200K1.19×
18Wyoming~50K1.19×
19Kansas~300K1.17×
20Arizona~600K1.12×
21Georgia~900K1.06×
22Pennsylvania~1M1.05×
23Washington~600K1.05×
24Idaho~100K1.05×
25Maine~100K1.04×
26Colorado~400K1.03×
27Illinois~900K0.99×
28Connecticut~200K0.91×
29Tennessee~500K0.89×
30Arkansas~200K0.87×
31New Hampshire~80K0.85×
32Alabama~300K0.84×
33Virginia~500K0.77×
34Mississippi~200K0.70×
35North Carolina~500K0.66×
36Louisiana~200K0.64×
37Nevada~200K0.64×
38Florida~1M0.63×
39Utah~200K0.63×
40Massachusetts~300K0.57×
41South Carolina~200K0.53×
42Maryland~200K0.51×
43New Jersey~300K0.49×
44Oklahoma~100K0.48×
45Alaska~20K0.45×
46Rhode Island~30K0.36×
47California~900K0.31×
48New York~400K0.29×
49Hawaii~30K0.24×
50Washington, District of Columbia~10K0.23×
Fig. 06

Affinity by region

Affinity by region — Dairy Queen, United States
0.23×1.00×2.03×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Dairy Queen audience vs. the country average
#·InterestCategoryAffinity×
01Pollo TropicalFood & Beverages7.53×
02TescoShopping7.41×
03Baskin-RobbinsFood & Beverages6.10×
04White Castle (restaurant)Food & Beverages4.80×
05Culver'sFood & Beverages4.46×
06Jack in the BoxFood & Beverages4.28×
07Shake ShackFood & Beverages3.88×
08Sonic Drive-InFood & Beverages3.69×
09Five GuysFood & Beverages3.68×
10Wendy'sFood & Beverages3.55×
11Arby'sFood & Beverages3.13×
12Raising Cane's Chicken FingersFood & Beverages3.12×
13Popeyes Louisiana KitchenFood & Beverages3.01×
14Taco BellFood & Beverages2.42×
15Panera BreadFood & Beverages2.28×
16WingstopFood & Beverages2.27×
17Chick-fil-AFood & Beverages2.25×
18SubwayFood & Beverages1.86×
19Burger KingFood & Beverages1.74×
20Harry PotterMovies & TV1.65×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Dairy Queen audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Dairy Queen audience vs. the country average · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.21×
Pet OwnershipJOY1.09×
Urban LifestyleOPEN1.01×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Dairy Queen audience vs. the country average · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.65×
Need for SecurityCONSERVATISM0.70×
PatriotismCONSERVATISM0.76×
0×1.00× baseline2×
Appendix

Explore more audiences

More Restaurants audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Dairy Queen over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/dairy-queen-17030” · Methodology