Rascasse Audience Intelligence

Snickers Target Market in United States

Snickers has an estimated audience of 2.1M people in United States.

#7among Chocolate & cookies in United States
#1492among brands in United States#838in Food & Beverages

The average Snickers fan in United States is 36.7 years old, balanced, and lives primarily in California.

By number of fans, Snickers ranks #7 among the 56 objects in Chocolate & cookies in United States — 14.8× the group median.

Its fans are 2.1 years older than the group average of 34.6.

Women make up 54.2% of the fan base, 8.1 percentage points fewer than the group average.

Compared with the other 55 objects in Chocolate & cookies, Snickers fans stand out for their interest in Kelly Olynyk, Celebrations and Circle K.

Most fans live in California, Texas, Florida.

Top affinities include Kelly Olynyk, Celebrations, Circle K, with strongest over-indexing on Kelly Olynyk (54.93× the country average).

Demographically, the Snickers audience skews balanced with an average age of 36.7, and over-indexes on personality traits such as Convenience Orientation, Need for Security.

The typical Snickers fan in United States is balanced, around 36.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Kelly Olynyk.

Category: Food & Beverages · Type: Brand · Subtype: Chocolate & cookies

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
2.1M
in United States
Gender
54.2%♀
45.8% male
Age
36.7
average years
Country rank
#13538
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 Snickers

54.2% are female, 45.8% are male, average age 36.7.

Fig. 02

Gender split

54.2%
Female
45.8%
Male
Demographic split for Snickers audience in United States
MetricValue
Female54.2%
Male45.8%
Average age36.7
Estimated audience size2.1M
Fig. 03

Age distribution

Ø 36.7
average years
Age distribution of the Snickers audience in United States
Age bracketShare%
16-2429%
25-3421%
35-4418%
45-5416%
55+16%
Fig. 04

Worldwide distribution

18.8%

of the worldwide Snickers audience comes from United States.

Worldwide audience distribution share by country for Snickers
CountryShare
United States18.8%
Brazil12.4%
Mexico5.0%
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

Snickers customers by region in United States
#RegionReachAffinity×
01Texas~200K1.41×
02Mississippi~20K1.33×
03Georgia~90K1.28×
04Louisiana~40K1.23×
05Nebraska~10K1.21×
06Arkansas~20K1.19×
07Minnesota~40K1.17×
08Illinois~90K1.15×
09California~300K1.13×
10Virginia~60K1.12×
11Alabama~40K1.12×
12Florida~200K1.11×
13North Carolina~80K1.10×
14Kansas~20K1.10×
15Indiana~50K1.08×
16Oklahoma~30K1.08×
17New York~100K1.07×
18Maryland~40K1.07×
19New Jersey~60K1.05×
20Nevada~20K1.05×
21South Carolina~40K1.04×
22Kentucky~30K1.04×
23Iowa~20K1.04×
24Missouri~40K1.03×
25South Dakota~6K1.03×
26Ohio~80K1.02×
27Arizona~50K1.02×
28Utah~20K1.02×
29New Mexico~10K1.02×
30Pennsylvania~80K1.00×
31Michigan~60K1.00×
32North Dakota~5K0.98×
33Connecticut~20K0.97×
34Tennessee~40K0.96×
35Delaware~6K0.96×
36Idaho~10K0.92×
37Hawaii~8K0.92×
38Washington~40K0.91×
39Massachusetts~40K0.91×
40Wisconsin~30K0.91×
41Washington, District of Columbia~4K0.91×
42Rhode Island~6K0.88×
43West Virginia~10K0.87×
44Oregon~20K0.86×
45Alaska~4K0.83×
46Colorado~30K0.78×
47New Hampshire~6K0.73×
48Montana~5K0.72×
49Maine~6K0.71×
50Vermont~3K0.71×
Fig. 06

Affinity by region

Affinity by region — Snickers, United States
0.71×1.00×1.41×
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 Snickers audience vs. the country average
#·InterestCategoryAffinity×
01Kelly OlynykSports54.93×
02CelebrationsFood & Beverages28.23×
03Circle KShopping5.52×
04IHOPFood & Beverages3.82×
05Dick Van DykeMovies & TV3.78×
06Creative CommonsTechnology & Electronics3.61×
07Little CaesarsFood & Beverages3.50×
08Panda ExpressFood & Beverages3.36×
09Pizza HutFood & Beverages3.30×
10Rob ReinerMovies & TV3.22×
11Concurrent Versions SystemTechnology & Electronics2.98×
12DirecTVMovies & TV2.92×
13Dollar GeneralShopping2.70×
14FriendshipKids & Family2.62×
15Taco BellFood & Beverages2.61×
16TelevisionsTechnology & Electronics2.20×
17Video gamesGames1.90×
18United StatesTravel & Leisure1.78×
19CleverMusic & Radio1.77×
20Food and drinkFood & Beverages1.63×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Snickers audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Snickers audience vs. the country average · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.64×
Need for SecurityCONSERVATISM1.57×
Family OrientationCONSERVATISM1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Snickers audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.73×
SustainabilityBALANCE0.76×
Quality AwarenessPREMIUM0.76×
0×1.00× baseline2×
Appendix

Explore more audiences

More Chocolate & cookies 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 Snickers 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/snickers-14340” · Methodology