Rascasse Audience Intelligence

Market basket Target Market in United States

Market basket has an estimated audience of 6.5M people in United States.

#19among Supermarket in United States#595among brands in United States#144in Shopping

The average Market basket fan in United States is 40.7 years old, more female, and lives primarily in Massachusetts.

By number of fans, Market basket ranks #19 among the 224 objects in Supermarket in United States — 5.1× the group median.

Its fans are 1.5 years older than the group average of 39.2.

Women make up 65.3% of the fan base, 2.6 percentage points more than the group average.

Compared with the other 223 objects in Supermarket, Market basket fans stand out for their interest in HOLLYWOOD SMILE, Women's Shoes and Boston Bruins.

Most fans live in Massachusetts, New Hampshire, Rhode Island.

Top affinities include HOLLYWOOD SMILE, Women's Shoes, Acme Markets, with strongest over-indexing on HOLLYWOOD SMILE (121.07× the country average).

Demographically, the Market basket audience skews more female with an average age of 40.7, and over-indexes on personality traits such as Convenience Orientation, Family Orientation.

The typical Market basket fan in United States is more female, around 40.7 years old, with strong Convenience Orientation tendencies and a notable affinity for HOLLYWOOD SMILE.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
6.5M
in United States
Gender
65.3%♀
34.7% male
Age
40.7
average years
Country rank
#5379
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 Market basket

65.3% are female, 34.7% are male, average age 40.7.

Fig. 02

Gender split

65.3%
Female
34.7%
Male
Demographic split for Market basket audience in United States
MetricValue
Female65.3%
Male34.7%
Average age40.7
Estimated audience size6.5M
Fig. 03

Age distribution

Ø 40.7
average years
Age distribution of the Market basket audience in United States
Age bracketShare%
16-2419%
25-3417%
35-4419%
45-5423%
55+22%
Fig. 04

Worldwide distribution

96.8%

of the worldwide Market basket audience comes from United States.

Worldwide audience distribution share by country for Market basket
CountryShare
United States96.8%
Germany1.6%
Italy0.5%
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

Market basket customers by region in United States
#RegionReachAffinity×
01New Hampshire~500K19.60×
02Massachusetts~2M14.16×
03Rhode Island~200K8.66×
04Maine~200K5.67×
05Vermont~10K0.85×
06Louisiana~60K0.71×
07North Dakota~9K0.61×
08Wyoming~7K0.60×
09South Dakota~10K0.59×
10Alaska~6K0.45×
11Idaho~10K0.36×
12Connecticut~20K0.35×
13New Mexico~10K0.34×
14Hawaii~9K0.31×
15Montana~6K0.28×
16Kansas~10K0.26×
17Delaware~5K0.26×
18West Virginia~9K0.25×
19Arkansas~10K0.23×
20Oklahoma~20K0.22×
21Iowa~10K0.21×
22Utah~10K0.21×
23Nebraska~8K0.20×
24Nevada~10K0.19×
25New Jersey~30K0.17×
26Alabama~20K0.17×
27Mississippi~10K0.16×
28Oregon~10K0.15×
29Kentucky~10K0.14×
30Minnesota~10K0.12×
31Texas~50K0.11×
32Arizona~10K0.10×
33Indiana~10K0.10×
34Missouri~10K0.10×
35Wisconsin~10K0.10×
36Pennsylvania~20K0.09×
37Tennessee~10K0.09×
38Colorado~10K0.09×
39South Carolina~10K0.09×
40Maryland~9K0.08×
41New York~30K0.07×
42Washington~10K0.07×
43Illinois~10K0.06×
44Ohio~10K0.06×
45North Carolina~10K0.06×
46Georgia~10K0.06×
47Michigan~10K0.06×
48Virginia~10K0.06×
49Florida~20K0.04×
50California~20K0.03×
Fig. 06

Affinity by region

Affinity by region — Market basket, United States
0.03×1.00×19.60×
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 Market basket audience vs. the country average
#·InterestCategoryAffinity×
01HOLLYWOOD SMILEBeauty & Wellness121.07×
02Women's ShoesFashion & Accessoires16.95×
03Acme MarketsShopping11.24×
04WegmansShopping10.66×
05Boston BruinsSports9.51×
06RonaldinhoSports9.26×
07Circle KShopping9.11×
08QVCShopping6.25×
09Weather forecastingHome & Garden6.07×
10PublixShopping4.91×
11Dollar GeneralShopping4.53×
12FedExBusiness & Career4.14×
13Renewable energyBusiness & Career3.68×
14Discount storesShopping3.50×
15Mortgage loansBusiness & Career3.36×
16KrogerFood & Beverages3.12×
17McDonald'sFood & Beverages3.07×
18Trader Joe'sShopping2.90×
19PinterestInternet & Social Media2.61×
20Shopping mallsShopping2.61×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Market basket audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Market basket audience vs. the country average · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.00×
Family OrientationCONSERVATISM1.86×
PatriotismCONSERVATISM1.78×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Market basket audience vs. the country average · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.85×
Design AffinityPREMIUM0.89×
Early Adopter MentalityPOWER0.90×
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 Market basket 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/market-basket-104845” · Methodology