Rascasse Audience Intelligence

H-E-B Target Market in United States

H-E-B has an estimated audience of 13.4M people in United States.

#13among Supermarket in United States#270among brands in United States#86in Shopping

The average H-E-B fan in United States is 35.5 years old, balanced, and lives primarily in Texas.

By number of fans, H-E-B ranks #13 among the 224 objects in Supermarket in United States — 9.6× the group median.

Its fans are 3.8 years younger than the group average of 39.3.

Women make up 53.0% of the fan base, 9.8 percentage points fewer than the group average.

Compared with the other 223 objects in Supermarket, H-E-B fans stand out for their interest in Imdb, Stephen Curry and Curly Hair.

Most fans live in Texas, California, Florida.

Top affinities include Imdb, Stephen Curry, Curly Hair, with strongest over-indexing on Imdb (6.11× the country average).

Demographically, the H-E-B audience skews balanced with an average age of 35.5, and over-indexes on personality traits such as Early Adopter Mentality, Urban Lifestyle.

The typical H-E-B fan in United States is balanced, around 35.5 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Imdb.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
13.4M
in United States
Gender
53.0%♀
47.0% male
Age
35.5
average years
Country rank
#2609
among all objects in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of H-E-B

53.0% are female, 47.0% are male, average age 35.5.

Fig. 02

Gender split

53.0%
Female
47.0%
Male
Demographic split for H-E-B audience in United States
MetricValue
Female53.0%
Male47.0%
Average age35.5
Estimated audience size13.4M
Fig. 03

Age distribution

Ø 35.5
average years
Age distribution of the H-E-B audience in United States
Age bracketShare%
16-2435%
25-3419%
35-4415%
45-5415%
55+16%
Fig. 04

Worldwide distribution

96.2%

of the worldwide H-E-B audience comes from United States.

Worldwide audience distribution share by country for H-E-B
CountryShare
United States96.2%
Mexico1.5%
Germany0.4%
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

H-E-B customers by region in United States
#RegionReachAffinity×
01Texas~10M37.15×
02Louisiana~200K0.87×
03Oklahoma~100K0.78×
04Arkansas~80K0.65×
05New Mexico~50K0.59×
06Kansas~60K0.52×
07Mississippi~60K0.50×
08Vermont~10K0.47×
09North Dakota~10K0.45×
10Alaska~10K0.44×
11South Dakota~10K0.42×
12Washington, District of Columbia~10K0.42×
13Colorado~90K0.39×
14Montana~20K0.37×
15Alabama~70K0.36×
16Iowa~50K0.36×
17Nebraska~30K0.35×
18Rhode Island~10K0.35×
19Delaware~10K0.35×
20Missouri~80K0.34×
21Tennessee~100K0.33×
22Maine~20K0.33×
23West Virginia~20K0.32×
24New Hampshire~20K0.32×
25Georgia~100K0.31×
26Idaho~20K0.31×
27Hawaii~20K0.31×
28Illinois~200K0.30×
29Arizona~90K0.29×
30Florida~200K0.28×
31Nevada~40K0.28×
32North Carolina~100K0.26×
33Minnesota~60K0.26×
34South Carolina~60K0.26×
35Kentucky~50K0.26×
36California~400K0.25×
37Virginia~90K0.25×
38Washington~80K0.25×
39Wisconsin~60K0.25×
40Utah~30K0.25×
41Indiana~70K0.24×
42New York~200K0.23×
43Ohio~100K0.22×
44Oregon~40K0.22×
45Connecticut~30K0.22×
46Maryland~50K0.21×
47Michigan~80K0.20×
48Pennsylvania~90K0.18×
49New Jersey~70K0.18×
50Massachusetts~50K0.18×
Fig. 06

Affinity by region

Affinity by region — H-E-B, United States
0.18×1.00×37.15×
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 H-E-B audience vs. the country average
#·InterestCategoryAffinity×
01ImdbMovies & TV6.11×
02Stephen CurrySports5.81×
03Curly HairBeauty & Wellness5.03×
04Love IslandMovies & TV4.83×
05Old-school hip hopMusic & Radio4.70×
06City BankBusiness & Career4.57×
07Hair ExtensionsBeauty & Wellness3.87×
08Britney SpearsMusic & Radio3.86×
09YouTube MusicInternet & Social Media3.82×
10Miami HeatSports3.56×
11Cardi BMusic & Radio3.43×
12Lace wigBeauty & Wellness3.14×
13Underground hip hopMusic & Radio2.73×
14Michael JacksonMusic & Radio2.67×
15WigBeauty & Wellness2.48×
16Taylor SwiftMusic & Radio2.40×
17LivemusicMusic & Radio2.24×
18NBA playoffsSports2.10×
19SpotifyInternet & Social Media1.77×
20Kohl'sShopping1.61×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the H-E-B audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the H-E-B audience vs. the country average · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.24×
Urban LifestyleOPEN1.12×
Design AffinityPREMIUM1.01×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the H-E-B audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.41×
SpiritualityBALANCE0.46×
Community OrientationOPEN0.48×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket 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 H-E-B 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/h-e-b-12227” · Methodology