Rascasse Audience Intelligence

Barilla Target Market in United States

A data profile of the people who buy, follow and care about Barilla in United States — modelled from more than twelve digital signal sources. Barilla has an estimated audience of 217,639 people in United States.

#4among Instant food in United States#6199among Brand in United States#2889in Food & Beverages

The average Barilla fan in United States is 35.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Ragù, Winn-Dixie, Newman's Own, with strongest over-indexing on Ragù (299.12× the country average).

Demographically, the Barilla audience skews more female with an average age of 35.5, and over-indexes on personality traits such as Indulgence, Convenience Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Barilla fan in United States is more female, around 35.5 years old, with strong Indulgence tendencies and a notable affinity for Ragù.

Category: Food & Beverages · Type: Brand · Subtype: Instant food

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-09-29.

Section 01

At a glance

The key figures that characterise the Barilla profile in United States.

Audience size
218K
in United States
Gender
71.9%♀
28.1% male
Age
35.5
average years
Country rank
#56533
Brand in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Barilla

71.9% are female, 28.1% are male, average age 35.5.

Fig. 02

Gender split

71.9%
Female
28.1%
Male
Demographic split for Barilla audience in United States
MetricValue
Female71.9%
Male28.1%
Average age35.5
Estimated audience size217,639
Fig. 03

Age distribution

Ø 35.5
average years
Age distribution of the Barilla audience in United States
Age bracketShare%
16-1926%
20-2922%
30-3922%
40-4921%
50+9%
Fig. 04

Worldwide distribution

7.3%

of the worldwide Barilla audience comes from United States.

Worldwide audience distribution share by country for Barilla
CountryShare
Italy15.8%
Germany12.6%
France11.5%
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

Where the Barilla audience in United States is strongest.

Fig. 05

Top regions by affinity

Barilla customers by region in United States
#RegionReachAffinity×
01Iowa~6K3.16×
02Illinois~10K1.56×
03New York~20K1.48×
04Texas~20K1.29×
05Massachusetts~6K1.28×
06New Jersey~7K1.22×
07Connecticut~3K1.22×
08California~30K1.16×
09Nebraska~1K1.12×
10Washington, District of Columbia<1K1.10×
11Minnesota~3K1.08×
12Colorado~4K1.04×
13New Hampshire<1K1.04×
14Rhode Island<1K1.03×
15Oregon~3K1.02×
16Pennsylvania~7K1.00×
17Arizona~4K0.99×
18Washington~4K0.99×
19Maryland~4K0.99×
20Wisconsin~3K0.98×
21Florida~10K0.97×
22Vermont<1K0.97×
23Virginia~5K0.96×
24Idaho~1K0.96×
25Georgia~6K0.95×
26Kansas~2K0.94×
27Utah~2K0.93×
28Nevada~2K0.92×
29Maine<1K0.92×
30Alaska<1K0.92×
31North Carolina~6K0.91×
32Tennessee~4K0.91×
33Arkansas~2K0.91×
34South Dakota<1K0.91×
35North Dakota<1K0.91×
36New Mexico<1K0.90×
37Delaware<1K0.90×
38Ohio~6K0.89×
39Michigan~5K0.89×
40Indiana~4K0.89×
41Montana<1K0.89×
42South Carolina~3K0.88×
43Missouri~3K0.86×
44Oklahoma~2K0.86×
45Hawaii<1K0.86×
46Alabama~3K0.85×
47West Virginia<1K0.83×
48Kentucky~2K0.81×
49Louisiana~2K0.80×
50Mississippi~1K0.78×
Fig. 06

Affinity by region

Affinity by region — Barilla, United States
0.78×1.00×3.16×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Barilla audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Barilla audience
#·InterestCategoryAffinity×
01DivellaFood & Beverages517.93×
02RagùFood & Beverages299.12×
03Winn-DixieShopping49.03×
04Newman's OwnFood & Beverages32.44×
05Snack mixFood & Beverages15.21×
06RousesShopping13.49×
07Merrill LynchBusiness & Career11.98×
08Ingles MarketsShopping11.56×
09Special OffersShopping10.62×
10Google VoiceTechnology & Electronics7.89×
11Manicure & PedicureBeauty & Wellness7.38×
12Online grocerShopping6.56×
13SnackingFood & Beverages6.06×
14Plant-based dietHealth5.99×
15Healthy foodHealth5.59×
16Cooking showFood & Beverages5.31×
17Home RenovationsHome & Garden5.00×
18QuikTripShopping4.36×
19Healthy habitsHealth3.62×
20Five BelowShopping3.36×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Barilla audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Barilla audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.12×
Convenience OrientationPREMIUM1.85×
Urban LifestyleOPEN1.78×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Barilla audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.55×
SustainabilityBALANCE0.61×
Social Media UsageJOY0.68×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Barilla's target market in United States?

Barilla's target market in United States covers an estimated 217,639 people, concentrated in California and Texas.

02

What is the gender split and age of Barilla customers?

71.9% of the Barilla audience are female, 28.1% are male, with an average age of 35.5 years.

03

Which brands do Barilla fans like most?

Barilla fans show strongest brand affinity for Ragù (299.12×), Winn-Dixie (49.03×), and Newman's Own (32.44×) over the country average.

04

Where do Barilla fans live in United States?

Barilla fans in United States are most concentrated in California (reach ~30K), Texas (reach ~20K), and New York (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Barilla fans also like?

Beyond Barilla itself, the audience over-indexes on Winn-Dixie (49.03×), Newman's Own (32.44×), Snack mix (15.21×), and Snacking (6.06×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Instant food audiences in United States

See Barilla audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Barilla. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

Source: Rascasse Audience Intelligence — modeled from anonymized, multi-source behavioral signals (search, social, events), updated monthly. Data status: 09/2026.

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