Rascasse Audience Intelligence

Custard Audience in United States

A data profile of the people who buy, follow and care about Custard in United States — modelled from more than twelve digital signal sources. Custard has an estimated audience of 3,551,185 people in United States.

#13among Spice in United States#4629among Topic in United States#570in Food & Beverages

The average Custard fan in United States is 39.8 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Frozen custard, Pastry, Microwave oven, with strongest over-indexing on Frozen custard (19.06× the country average).

Demographically, the Custard audience skews more female with an average age of 39.8, and over-indexes on personality traits such as Community Orientation, Convenience Orientation.

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

The typical Custard fan in United States is more female, around 39.8 years old, with strong Community Orientation tendencies and a notable affinity for Frozen custard.

Category: Food & Beverages · Type: Topic · Subtype: Spice

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

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

Audience size
3.6M
in United States
Gender
74.4%♀
25.6% male
Age
39.8
average years
Country rank
#8909
Topic in United States
Fig. 01

Search interest · 12-month trend

+13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Custard fans

74.4% are female, 25.6% are male, average age 39.8.

Fig. 02

Gender split

74.4%
Female
25.6%
Male
Demographic split for Custard audience in United States
MetricValue
Female74.4%
Male25.6%
Average age39.8
Estimated audience size3,551,185
Fig. 03

Age distribution

Ø 39.8
average years
Age distribution of the Custard audience in United States
Age bracketShare%
16-1919%
20-2917%
30-3921%
40-4923%
50+20%
Fig. 04

Worldwide distribution

22.6%

of the worldwide Custard audience comes from United States.

Worldwide audience distribution share by country for Custard
CountryShare
United States22.6%
United Kingdom8.9%
Brazil5.6%
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 Custard audience in United States is strongest.

Fig. 05

Top regions by affinity

Custard fans by region: top regions in United States
#RegionReachAffinity×
01Wisconsin~90K1.64×
02Missouri~90K1.57×
03Texas~400K1.18×
04Utah~40K1.18×
05Michigan~100K1.17×
06Maine~10K1.16×
07Virginia~100K1.15×
08Pennsylvania~100K1.11×
09Georgia~100K1.11×
10Nevada~40K1.11×
11Louisiana~50K1.10×
12Kansas~30K1.10×
13Florida~300K1.09×
14North Carolina~100K1.09×
15Oregon~40K1.06×
16Alaska~8K1.06×
17Illinois~100K1.05×
18Washington~70K1.04×
19Arkansas~30K1.03×
20New Mexico~20K1.03×
21Idaho~20K1.02×
22South Dakota~8K1.01×
23Oklahoma~40K0.98×
24Iowa~30K0.98×
25Hawaii~10K0.98×
26North Dakota~7K0.97×
27California~400K0.96×
28Tennessee~70K0.96×
29New York~200K0.95×
30Colorado~50K0.94×
31South Carolina~50K0.94×
32Arizona~70K0.93×
33Maryland~60K0.92×
34Alabama~50K0.92×
35Ohio~100K0.91×
36Massachusetts~60K0.90×
37Kentucky~40K0.90×
38Mississippi~30K0.90×
39Washington, District of Columbia~10K0.90×
40New Jersey~80K0.89×
41Indiana~60K0.89×
42Nebraska~20K0.89×
43Montana~9K0.89×
44Minnesota~40K0.88×
45West Virginia~10K0.88×
46New Hampshire~10K0.88×
47Delaware~8K0.84×
48Connecticut~30K0.83×
49Vermont~5K0.81×
50Rhode Island~9K0.80×
Fig. 06

Affinity by region

Affinity by region — Custard, United States
0.80×1.00×1.64×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Custard audience
#·InterestCategoryAffinity×
01Frozen custardFood & Beverages19.06×
02Baking powderFood & Beverages8.31×
03Mineral waterFood & Beverages4.74×
04Non-alcoholic beverageFood & Beverages4.57×
05Microwave ovenHome & Garden4.07×
06Nothing Bundt CakesFood & Beverages4.04×
07PastryFood & Beverages3.96×
08CappuccinoFood & Beverages3.39×
09Web serverTechnology & Electronics3.32×
10Fast casual restaurantsFood & Beverages3.28×
11CupcakeFood & Beverages3.13×
12HypermarketShopping2.90×
13Discount storesShopping2.35×
14Pizza HutFood & Beverages2.06×
15BakeryFood & Beverages2.04×
16IKEAHome & Garden1.73×
17TMZInternet & Social Media1.71×
18Trader Joe'sShopping1.59×
19Organic foodFood & Beverages1.55×
20Texas RoadhouseFood & Beverages1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Custard 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 Custard audience · What stands out
TraitClusterDeviationScore
Community OrientationOPEN1.72×
Convenience OrientationPREMIUM1.63×
IndulgenceJOY1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Custard audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.77×
Social Media UsageJOY0.78×
Pet OwnershipJOY0.78×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Custard have in United States?

Custard has an estimated audience of 3,551,185 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Custard fans?

74.4% of Custard fans are female, 25.6% are male, with an average age of 39.8 years.

03

Which brands do Custard fans like most?

Custard fans show strongest brand affinity for Frozen custard (19.06×), Pastry (3.96×), and Microwave oven (4.07×) over the country average.

04

Where do Custard fans live in United States?

Custard fans in United States are most concentrated in California (reach ~400K), Texas (reach ~400K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Custard fans also like?

Beyond Custard itself, the audience over-indexes on Pastry (3.96×), Microwave oven (4.07×), Non-alcoholic beverage (4.57×), and Nothing Bundt Cakes (4.04×) compared to the United States average.

Appendix

Explore more audiences

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

More Spice audiences in United States

See Custard audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Custard. 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.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →