Rascasse Audience Intelligence

Dunkin' Donuts Target Market in United States

Dunkin' Donuts has an estimated audience of 27.9M people in United States.

#12among Fast food restaurants in United States#110among brands in United States#101in Food & Beverages

The average Dunkin' Donuts fan in United States is 38.9 years old, more female, and lives primarily in New York.

By number of fans, Dunkin' Donuts ranks #12 among the 88 objects in Fast food restaurants in United States — 52.4× the group median.

Women make up 62.8% of the fan base, 7.7 percentage points more than the group average.

Compared with the other 87 objects in Fast food restaurants, Dunkin' Donuts fans stand out for their interest in El Pollo Loco, Church's Chicken and Carl's Jr..

Most fans live in New York, Florida, Illinois.

Top affinities include El Pollo Loco, Church's Chicken, Carl's Jr., with strongest over-indexing on El Pollo Loco (9.97× the country average).

Demographically, the Dunkin' Donuts audience skews more female with an average age of 38.9, and over-indexes on personality traits such as Convenience Orientation, Need for Security.

The typical Dunkin' Donuts fan in United States is more female, around 38.9 years old, with strong Convenience Orientation tendencies and a notable affinity for El Pollo Loco.

Category: Food & Beverages · Type: Brand · Subtype: Fast food restaurants

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
27.9M
in United States
Gender
62.8%♀
37.2% male
Age
38.9
average years
Country rank
#1015
among all objects in United States
Fig. 01

Search interest · 12-month trend

-26%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Dunkin' Donuts

62.8% are female, 37.2% are male, average age 38.9.

Fig. 02

Gender split

62.8%
Female
37.2%
Male
Demographic split for Dunkin' Donuts audience in United States
MetricValue
Female62.8%
Male37.2%
Average age38.9
Estimated audience size27.9M
Fig. 03

Age distribution

Ø 38.9
average years
Age distribution of the Dunkin' Donuts audience in United States
Age bracketShare%
16-2421%
25-3421%
35-4420%
45-5420%
55+18%
Fig. 04

Worldwide distribution

63.0%

of the worldwide Dunkin' Donuts audience comes from United States.

Worldwide audience distribution share by country for Dunkin' Donuts
CountryShare
United States63.0%
Philippines4.1%
Chile3.2%
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

Dunkin' Donuts customers by region in United States
#RegionReachAffinity×
01Massachusetts~1.5M2.52×
02New Hampshire~300K2.36×
03Connecticut~700K2.32×
04Rhode Island~200K2.30×
05New Jersey~1.5M2.09×
06Maine~200K1.98×
07New York~3.5M1.94×
08Illinois~2M1.83×
09Delaware~200K1.83×
10Maryland~900K1.81×
11Vermont~100K1.79×
12Pennsylvania~2M1.70×
13Florida~3M1.59×
14Georgia~1.5M1.34×
15Ohio~1.5M1.33×
16South Carolina~600K1.26×
17Virginia~900K1.23×
18North Carolina~1M1.22×
19West Virginia~200K1.15×
20Tennessee~700K1.09×
21Indiana~600K1.08×
22Wisconsin~500K1.03×
23Washington, District of Columbia~50K0.91×
24Kentucky~300K0.90×
25New Mexico~200K0.88×
26Michigan~700K0.84×
27Arizona~500K0.82×
28Alabama~300K0.75×
29Nevada~200K0.69×
30Texas~1M0.65×
31Nebraska~100K0.65×
32Minnesota~300K0.64×
33Iowa~200K0.60×
34Missouri~300K0.57×
35Colorado~300K0.55×
36Kansas~100K0.55×
37Oklahoma~200K0.53×
38Hawaii~60K0.47×
39California~1.5M0.43×
40Mississippi~100K0.42×
41Arkansas~100K0.40×
42Louisiana~100K0.37×
43Wyoming~20K0.34×
44Utah~80K0.30×
45South Dakota~20K0.21×
46North Dakota~10K0.21×
47Montana~20K0.18×
48Washington~100K0.17×
49Idaho~30K0.17×
50Oregon~60K0.16×
Fig. 06

Affinity by region

Affinity by region — Dunkin' Donuts, United States
0.16×1.00×2.52×
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 Dunkin' Donuts audience vs. the country average
#·InterestCategoryAffinity×
01El Pollo LocoFood & Beverages9.97×
02Church's ChickenFood & Beverages7.53×
03Carl's Jr.Food & Beverages7.07×
04Hardee'sFood & Beverages6.20×
05Culver'sFood & Beverages6.13×
06Zaxby'sFood & Beverages6.09×
07Crumbl CookiesFood & Beverages5.46×
08Jack in the BoxFood & Beverages4.16×
09Savannah GuthrieMovies & TV3.16×
10WingstopFood & Beverages2.92×
11Wawa Inc.Shopping2.78×
12Pizza HutFood & Beverages2.50×
13Taco BellFood & Beverages2.34×
14Dollar GeneralShopping2.14×
15Alcoholic beveragesFood & Beverages1.78×
16BeveragesFood & Beverages1.68×
17FoodFood & Beverages1.62×
18Food and drinkFood & Beverages1.58×
19RestaurantsFood & Beverages1.55×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Dunkin' Donuts audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Dunkin' Donuts audience vs. the country average · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.59×
Need for SecurityCONSERVATISM1.44×
IndulgenceJOY1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Dunkin' Donuts audience vs. the country average · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.81×
Design AffinityPREMIUM0.84×
SustainabilityBALANCE0.88×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fast food restaurants audiences in United States

Related rankings

See Dunkin' Donuts audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Dunkin' Donuts 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/dunkin-donuts-16727” · Methodology