Rascasse Audience Intelligence

Lavazza Target Market in United States

Lavazza has an estimated audience of 1.2M people in United States.

#5among Coffee in United States
#2231among brands in United States#1191in Food & Beverages

The average Lavazza fan in United States is 39.5 years old, more female, and lives primarily in California.

By number of fans, Lavazza ranks #6 among the 42 objects in Coffee in United States — 27.5× the group median.

Its fans are 1.6 years older than the group average of 37.9.

Women make up 57.1% of the fan base, 1.8 percentage points fewer than the group average.

Compared with the other 41 objects in Coffee, Lavazza fans stand out for their interest in Elsevier, The Gettysburg Museum Of History and Sunrise Senior Living.

Most fans live in California, New York, Florida.

Top affinities include Elsevier, The Gettysburg Museum Of History, Sunrise Senior Living, with strongest over-indexing on Elsevier (127.01× the country average).

Demographically, the Lavazza audience skews more female with an average age of 39.5, and over-indexes on personality traits such as Healthy Lifestyle, Indulgence.

The typical Lavazza fan in United States is more female, around 39.5 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Elsevier.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
1.2M
in United States
Gender
57.1%♀
42.9% male
Age
39.5
average years
Country rank
#20249
among all objects in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Lavazza

57.1% are female, 42.9% are male, average age 39.5.

Fig. 02

Gender split

57.1%
Female
42.9%
Male
Demographic split for Lavazza audience in United States
MetricValue
Female57.1%
Male42.9%
Average age39.5
Estimated audience size1.2M
Fig. 03

Age distribution

Ø 39.5
average years
Age distribution of the Lavazza audience in United States
Age bracketShare%
16-2421%
25-3421%
35-4419%
45-5419%
55+20%
Fig. 04

Worldwide distribution

13.5%

of the worldwide Lavazza audience comes from United States.

Worldwide audience distribution share by country for Lavazza
CountryShare
Italy16.7%
United States13.5%
Germany8.9%
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

Lavazza customers by region in United States
#RegionReachAffinity×
01Nevada~80K6.80×
02New York~200K2.07×
03Washington, District of Columbia~4K1.50×
04New Jersey~50K1.49×
05Indiana~40K1.43×
06Illinois~60K1.36×
07Colorado~30K1.27×
08Pennsylvania~60K1.23×
09Florida~100K1.19×
10Connecticut~20K1.19×
11California~200K1.07×
12Massachusetts~30K1.07×
13Virginia~30K0.99×
14New Hampshire~5K0.99×
15Delaware~3K0.94×
16Texas~80K0.93×
17Rhode Island~4K0.91×
18Georgia~40K0.89×
19Tennessee~20K0.89×
20Maryland~20K0.89×
21Vermont~2K0.89×
22Michigan~30K0.88×
23Wisconsin~20K0.88×
24Maine~4K0.88×
25Washington~20K0.87×
26Arizona~20K0.87×
27Kansas~9K0.87×
28West Virginia~6K0.87×
29North Carolina~30K0.84×
30South Carolina~20K0.84×
31Alaska~2K0.84×
32Ohio~40K0.82×
33Minnesota~20K0.82×
34Hawaii~4K0.82×
35South Dakota~3K0.82×
36North Dakota~2K0.82×
37Missouri~20K0.81×
38Montana~3K0.80×
39New Mexico~6K0.79×
40Nebraska~6K0.78×
41Oregon~10K0.77×
42Iowa~9K0.77×
43Idaho~5K0.77×
44Oklahoma~10K0.76×
45Arkansas~8K0.76×
46Louisiana~10K0.75×
47Kentucky~10K0.73×
48Utah~9K0.71×
49Alabama~10K0.68×
50Mississippi~7K0.65×
Fig. 06

Affinity by region

Affinity by region — Lavazza, United States
0.65×1.00×6.80×
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 Lavazza audience vs. the country average
#·InterestCategoryAffinity×
01ElsevierLiterature127.01×
02The Gettysburg Museum Of HistoryArts & Culture106.70×
03Sunrise Senior LivingHealth105.66×
04Sands Casino Resort BethlehemPOI101.38×
05Arizona Republican PartyPolitics & Society99.10×
06PPG IndustriesBusiness & Career83.17×
07StudentUniverseTravel & Leisure79.29×
08Giant Food StoresShopping78.28×
09SnocrossSports72.73×
10SidecarsMusic & Radio68.89×
11Tampa International AirportTravel & Leisure52.41×
12TwilioTechnology & Electronics44.03×
13Arches National ParkTravel & Leisure40.81×
14T. Rowe PriceBusiness & Career36.36×
15Pilot Flying JCars & Mobility35.44×
16The HartfordBusiness & Career32.77×
17HumanaHealth30.18×
18Tulsi GabbardPolitics & Society19.06×
19Harris TeeterShopping15.39×
20Caitlin ClarkSports14.39×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Lavazza audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Lavazza audience vs. the country average · What stands out
TraitClusterDeviationScore
Healthy LifestyleBALANCE1.94×
IndulgenceJOY1.76×
Community OrientationOPEN1.74×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Lavazza audience vs. the country average · Rather not
TraitClusterDeviationScore
Social Media UsageJOY1.05×
ExtroversionTHRILL1.16×
CreativityOPEN1.22×
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 Lavazza 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/lavazza-5315” · Methodology