Rascasse Audience Intelligence

Milka Target Market in United States

Milka has an estimated audience of 215K people in United States.

#28among Chocolate & cookies in United States
#6589among brands in United States#3023in Food & Beverages

The average Milka fan in United States is 28.2 years old, balanced, and lives primarily in California.

By number of fans, Milka ranks #28 among the 56 objects in Chocolate & cookies in United States.

Its fans are 6.5 years younger than the group average of 34.7.

Women make up 54.8% of the fan base, 7.5 percentage points fewer than the group average.

Compared with the other 55 objects in Chocolate & cookies, Milka fans stand out for their interest in Café da manhã, Hershey's Kisses and Walkers Shortbread.

Most fans live in California, Florida, New York.

Top affinities include Kinder Surprise, Café da manhã, Mon Cherì, with strongest over-indexing on Kinder Surprise (394.61× the country average).

Demographically, the Milka audience skews balanced with an average age of 28.2, and over-indexes on personality traits such as Quality Awareness, Indulgence.

The typical Milka fan in United States is balanced, around 28.2 years old, with strong Quality Awareness tendencies and a notable affinity for Kinder Surprise.

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
215K
in United States
Gender
54.8%♀
45.2% male
Age
28.2
average years
Country rank
#59518
among all objects in United States
Fig. 01

Search interest · 12-month trend

+6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Milka

54.8% are female, 45.2% are male, average age 28.2.

Fig. 02

Gender split

54.8%
Female
45.2%
Male
Demographic split for Milka audience in United States
MetricValue
Female54.8%
Male45.2%
Average age28.2
Estimated audience size215K
Fig. 03

Age distribution

Ø 28.2
average years
Age distribution of the Milka audience in United States
Age bracketShare%
16-2456%
25-3420%
35-4412%
45-548%
55+4%
Fig. 04

Worldwide distribution

3.8%

of the worldwide Milka audience comes from United States.

Worldwide audience distribution share by country for Milka
CountryShare
Germany26.0%
Brazil8.7%
Poland4.3%
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

Milka customers by region in United States
#RegionReachAffinity×
01New York~20K1.51×
02Massachusetts~7K1.50×
03Florida~20K1.47×
04Illinois~10K1.41×
05New Jersey~8K1.38×
06California~30K1.35×
07Utah~3K1.31×
08Connecticut~3K1.25×
09Washington~6K1.21×
10Virginia~7K1.18×
11Michigan~8K1.17×
12Washington, District of Columbia<1K1.17×
13Texas~20K1.08×
14Nevada~2K1.08×
15Pennsylvania~9K1.06×
16Georgia~8K1.06×
17Maryland~4K1.06×
18Minnesota~4K1.05×
19Alaska<1K1.03×
20Iowa~2K1.02×
21Indiana~4K1.01×
22Colorado~4K1.00×
23Nebraska~1K1.00×
24New Hampshire<1K1.00×
25Hawaii<1K0.99×
26Oregon~3K0.98×
27Rhode Island<1K0.96×
28Maine<1K0.95×
29South Dakota<1K0.95×
30Arizona~5K0.94×
31North Carolina~7K0.93×
32Kentucky~3K0.93×
33Ohio~7K0.92×
34Wisconsin~3K0.92×
35Kansas~2K0.92×
36Idaho~1K0.92×
37Vermont<1K0.92×
38Missouri~4K0.91×
39North Dakota<1K0.91×
40Arkansas~2K0.89×
41West Virginia~1K0.89×
42Oklahoma~2K0.88×
43Delaware<1K0.88×
44Montana<1K0.86×
45South Carolina~3K0.85×
46Tennessee~4K0.84×
47New Mexico~1K0.84×
48Alabama~3K0.80×
49Louisiana~2K0.79×
50Mississippi~2K0.79×
Fig. 06

Affinity by region

Affinity by region — Milka, United States
0.79×1.00×1.51×
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 Milka audience vs. the country average
#·InterestCategoryAffinity×
01Kinder SurpriseFood & Beverages394.61×
02Café da manhãBrand341.34×
03Mon CherìFood & Beverages185.70×
04Kinder ChocolateFood & Beverages183.33×
05Hershey's KissesFood & Beverages157.06×
06Walkers ShortbreadFood & Beverages154.58×
07Tate's Bake ShopShopping149.46×
08Hershey's Cookies 'n' CremeFood & Beverages143.75×
09Ferrero RocherFood & Beverages135.94×
10Panna (water)Food & Beverages128.10×
11Kinder BuenoFood & Beverages127.73×
12Extra (gum)Food & Beverages77.01×
13Godiva ChocolatierFood & Beverages73.53×
14TwixFood & Beverages63.42×
15See's CandiesShopping41.91×
16NutellaFood & Beverages34.61×
17Chocolate barFood & Beverages27.35×
18Chocolate cakeFood & Beverages14.56×
19SnackingFood & Beverages9.56×
20ConfectioneryFood & Beverages7.94×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Milka audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Milka audience vs. the country average · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM5.21×
IndulgenceJOY2.86×
Design AffinityPREMIUM2.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Milka audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.48×
Need for SecurityCONSERVATISM0.48×
SpiritualityBALANCE0.57×
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 Milka 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
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/milka-8845” · Methodology