Rascasse Audience Intelligence

Illy Target Market in United States

Illy has an estimated audience of 547K people in United States.

#10among Coffee in United States
#3832among brands in United States#1890in Food & Beverages

The average Illy fan in United States is 41.8 years old, more female, and lives primarily in California.

By number of fans, Illy ranks #11 among the 42 objects in Coffee in United States — 12.1× the group median.

Its fans are 3.9 years older than the group average of 37.9.

Women make up 57.3% of the fan base, 1.6 percentage points fewer than the group average.

Compared with the other 41 objects in Coffee, Illy fans stand out for their interest in 360, Allday and Kimbo.

Most fans live in California, New York, Georgia.

Top affinities include 360, Allday, Kimbo, with strongest over-indexing on 360 (240× the country average).

Demographically, the Illy audience skews more female with an average age of 41.8, and over-indexes on personality traits such as Travelling, Design Affinity.

The typical Illy fan in United States is more female, around 41.8 years old, with strong Travelling tendencies and a notable affinity for 360.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
547K
in United States
Gender
57.3%♀
42.7% male
Age
41.8
average years
Country rank
#34840
among all objects in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Illy

57.3% are female, 42.7% are male, average age 41.8.

Fig. 02

Gender split

57.3%
Female
42.7%
Male
Demographic split for Illy audience in United States
MetricValue
Female57.3%
Male42.7%
Average age41.8
Estimated audience size547K
Fig. 03

Age distribution

Ø 41.8
average years
Age distribution of the Illy audience in United States
Age bracketShare%
16-2416%
25-3419%
35-4419%
45-5421%
55+25%
Fig. 04

Worldwide distribution

12.0%

of the worldwide Illy audience comes from United States.

Worldwide audience distribution share by country for Illy
CountryShare
Italy21.5%
United States12.0%
France5.0%
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

Illy customers by region in United States
#RegionReachAffinity×
01Nevada~20K3.48×
02Washington, District of Columbia~3K2.29×
03Georgia~40K2.07×
04Virginia~30K2.06×
05New York~70K2.02×
06New Jersey~20K1.61×
07Hawaii~4K1.58×
08Illinois~30K1.49×
09California~90K1.35×
10Massachusetts~20K1.35×
11Rhode Island~2K1.35×
12Maryland~10K1.32×
13Connecticut~7K1.18×
14Oregon~8K1.10×
15Vermont~1K1.07×
16Florida~40K1.02×
17Washington~10K1.02×
18Colorado~9K0.99×
19Arizona~10K0.94×
20Maine~2K0.93×
21New Hampshire~2K0.93×
22Pennsylvania~20K0.91×
23Michigan~20K0.91×
24Delaware~1K0.90×
25Alaska~1K0.90×
26Montana~2K0.85×
27New Mexico~3K0.83×
28North Dakota~1K0.83×
29South Dakota~1K0.82×
30Texas~30K0.78×
31Idaho~2K0.78×
32Minnesota~7K0.77×
33North Carolina~10K0.76×
34West Virginia~2K0.76×
35Indiana~8K0.75×
36South Carolina~7K0.75×
37Nebraska~2K0.74×
38Ohio~10K0.73×
39Iowa~4K0.73×
40Tennessee~8K0.72×
41Missouri~7K0.72×
42Alabama~6K0.72×
43Arkansas~4K0.72×
44Kansas~3K0.72×
45Oklahoma~5K0.71×
46Wisconsin~7K0.70×
47Louisiana~5K0.70×
48Mississippi~3K0.70×
49Kentucky~5K0.69×
50Utah~4K0.69×
Fig. 06

Affinity by region

Affinity by region — Illy, United States
0.69×1.00×3.48×
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 Illy audience vs. the country average
#·InterestCategoryAffinity×
01360Music & Radio240.00×
02AlldayMusic & Radio240.00×
03KimboFood & Beverages96.28×
04Honest TeaFood & Beverages56.83×
05Costa CoffeeFood & Beverages49.54×
06La colombeFood & Beverages41.09×
07Arabic coffeeFood & Beverages38.49×
08LavazzaFood & Beverages36.21×
09Latte artFood & Beverages30.00×
10TeavanaFood & Beverages26.57×
11Levi StraussFashion & Accessoires23.90×
12NescaféFood & Beverages19.27×
13Ready to drinkFood & Beverages16.79×
14Espresso machineHome & Garden16.24×
15BarbourFashion & Accessoires16.01×
16Blue Bottle Coffee CompanyFood & Beverages13.86×
17Nina DobrevMovies & TV13.53×
18ByblosTravel & Leisure10.31×
19CultureLiterature2.10×
20Food and drinkFood & Beverages1.70×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Illy audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Illy audience vs. the country average · What stands out
TraitClusterDeviationScore
TravellingTHRILL2.47×
Design AffinityPREMIUM2.42×
IndulgenceJOY2.37×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Illy audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.02×
ExtroversionTHRILL1.06×
Social Media UsageJOY1.13×
0×1.00× baseline2×
Appendix

Explore more audiences

More Coffee 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 Illy 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/illy-10195” · Methodology