Rascasse Audience Intelligence

Smarties Target Market in United States

Smarties has an estimated audience of 368K people in United States.

#21among Chocolate & cookies in United States
#4997among brands in United States#2379in Food & Beverages

The average Smarties fan in United States is 31.3 years old, more female, and lives primarily in California.

By number of fans, Smarties ranks #21 among the 56 objects in Chocolate & cookies in United States — 2.0× the group median.

Its fans are 3.4 years younger than the group average of 34.7.

Women make up 73.3% of the fan base, 11.3 percentage points more than the group average.

Compared with the other 55 objects in Chocolate & cookies, Smarties fans stand out for their interest in Scary Movie (film series), Megamind and Alvin and the Chipmunks (film).

Most fans live in California, Texas, New York.

Top affinities include Scary Movie (film series), Megamind, Alvin and the Chipmunks (film), with strongest over-indexing on Scary Movie (film series) (46.81× the country average).

Demographically, the Smarties audience skews more female with an average age of 31.3, and over-indexes on personality traits such as Family Orientation, Spirituality.

The typical Smarties fan in United States is more female, around 31.3 years old, with strong Family Orientation tendencies and a notable affinity for Scary Movie (film series).

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
368K
in United States
Gender
73.3%♀
26.7% male
Age
31.3
average years
Country rank
#45467
among all objects in United States
Fig. 01

Search interest · 12-month trend

+12%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Smarties

73.3% are female, 26.7% are male, average age 31.3.

Fig. 02

Gender split

73.3%
Female
26.7%
Male
Demographic split for Smarties audience in United States
MetricValue
Female73.3%
Male26.7%
Average age31.3
Estimated audience size368K
Fig. 03

Age distribution

Ø 31.3
average years
Age distribution of the Smarties audience in United States
Age bracketShare%
16-2452%
25-3414%
35-4411%
45-5412%
55+10%
Fig. 04

Worldwide distribution

22.2%

of the worldwide Smarties audience comes from United States.

Worldwide audience distribution share by country for Smarties
CountryShare
United States22.2%
Germany11.5%
United Kingdom9.4%
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

Smarties customers by region in United States
#RegionReachAffinity×
01Massachusetts~9K1.15×
02Utah~4K1.15×
03California~50K1.14×
04Washington~10K1.14×
05Texas~30K1.13×
06New York~30K1.13×
07Nevada~4K1.13×
08North Dakota<1K1.09×
09Arizona~9K1.07×
10Georgia~10K1.06×
11Oklahoma~5K1.06×
12New Jersey~10K1.05×
13Connecticut~4K1.05×
14Hawaii~2K1.05×
15Michigan~10K1.04×
16Oregon~5K1.04×
17Virginia~10K1.03×
18Florida~20K1.02×
19Illinois~10K1.02×
20Indiana~8K1.02×
21Kentucky~5K1.02×
22Kansas~3K1.02×
23Pennsylvania~10K1.01×
24Minnesota~6K1.01×
25Alabama~6K1.01×
26Arkansas~3K1.01×
27Maine~2K1.01×
28Alaska<1K1.01×
29Missouri~7K1.00×
30North Carolina~10K0.99×
31Maryland~7K0.99×
32Iowa~3K0.99×
33Nebraska~2K0.99×
34New Hampshire~1K0.98×
35Wisconsin~6K0.97×
36Washington, District of Columbia<1K0.97×
37Ohio~10K0.96×
38Idaho~2K0.96×
39Rhode Island~1K0.96×
40South Carolina~6K0.95×
41Tennessee~7K0.94×
42Mississippi~3K0.94×
43South Dakota<1K0.94×
44Louisiana~5K0.93×
45Colorado~6K0.92×
46New Mexico~2K0.92×
47Vermont<1K0.92×
48West Virginia~2K0.89×
49Delaware<1K0.88×
50Montana~1K0.87×
Fig. 06

Affinity by region

Affinity by region — Smarties, United States
0.87×1.00×1.15×
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 Smarties audience vs. the country average
#·InterestCategoryAffinity×
01Scary Movie (film series)Movies & TV46.81×
02MegamindMovies & TV44.74×
03Alvin and the Chipmunks (film)Movies & TV39.59×
04Grown Ups (film)Movies & TV34.77×
05Puss in Boots (2011 film)Movies & TV33.78×
06Scary Movie 2Movies & TV33.59×
07Scream 4Movies & TV30.90×
08Bridgit MendlerMovies & TV26.88×
09Big Time RushMovies & TV26.53×
10Ice Age (2002 film)Movies & TV25.02×
11Cloudy with a Chance of Meatballs (film)Movies & TV24.70×
12White ChicksMovies & TV23.35×
13Honda PilotCars & Mobility20.00×
14McAlister's DeliFood & Beverages20.00×
15Lamb and muttonPets & Animals18.12×
16Scooby-DooMovies & TV16.84×
17Regular ShowMovies & TV14.47×
18ZootopiaMovies & TV12.08×
19MonstersMovies & TV11.93×
20Hailee SteinfeldMovies & TV9.56×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Smarties audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Smarties audience vs. the country average · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.79×
SpiritualityBALANCE1.46×
Community OrientationOPEN1.46×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Smarties audience vs. the country average · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.62×
Quality AwarenessPREMIUM0.78×
Early Adopter MentalityPOWER0.79×
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 Smarties 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/smarties-467” · Methodology