Rascasse Audience Intelligence

Fisherman's Friend Target Market in United States

A data profile of the people who buy, follow and care about Fisherman's Friend in United States — modelled from more than twelve digital signal sources. Fisherman's Friend has an estimated audience of 137,873 people in United States.

#5among Confectionery in United States#7565among Brand in United States#3429in Food & Beverages

The average Fisherman's Friend fan in United States is 40.0 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Rhythm City (TV series), Nairaland, Jorge Tadeo Lozano University, with strongest over-indexing on Rhythm City (TV series) (305.62× the country average).

Demographically, the Fisherman's Friend audience skews balanced with an average age of 40.0, and over-indexes on personality traits such as Mindfulness, Extroversion.

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

The typical Fisherman's Friend fan in United States is balanced, around 40.0 years old, with strong Mindfulness tendencies and a notable affinity for Rhythm City (TV series).

Category: Food & Beverages · Type: Brand · Subtype: Confectionery

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 Fisherman's Friend profile in United States.

Audience size
138K
in United States
Gender
49.8%♀
50.2% male
Age
40.0
average years
Country rank
#68900
Brand in United States
Fig. 01

Search interest · 12-month trend

-30%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Fisherman's Friend

49.8% are female, 50.2% are male, average age 40.0.

Fig. 02

Gender split

49.8%
Female
50.2%
Male
Demographic split for Fisherman's Friend audience in United States
MetricValue
Female49.8%
Male50.2%
Average age40.0
Estimated audience size137,873
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the Fisherman's Friend audience in United States
Age bracketShare%
16-1921%
20-2918%
30-3918%
40-4919%
50+25%
Fig. 04

Worldwide distribution

8.2%

of the worldwide Fisherman's Friend audience comes from United States.

Worldwide audience distribution share by country for Fisherman's Friend
CountryShare
Germany43.0%
United States8.2%
United Kingdom7.7%
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 Fisherman's Friend audience in United States is strongest.

Fig. 05

Top regions by affinity

Fisherman's Friend customers by region in United States
#RegionReachAffinity×
01Maine<1K1.23×
02Hawaii<1K1.21×
03Tennessee~3K1.15×
04Alaska<1K1.14×
05Utah~1K1.12×
06Montana<1K1.12×
07Kentucky~2K1.11×
08Idaho<1K1.09×
09Vermont<1K1.09×
10Colorado~2K1.06×
11Oregon~2K1.05×
12Kansas~1K1.04×
13Washington~3K1.03×
14Minnesota~2K1.03×
15Arizona~3K1.02×
16New Mexico<1K1.02×
17West Virginia<1K1.02×
18North Dakota<1K1.02×
19Pennsylvania~5K1.01×
20Georgia~4K1.01×
21Alabama~2K1.01×
22Oklahoma~2K1.01×
23Missouri~2K1.00×
24Wisconsin~2K1.00×
25South Carolina~2K0.98×
26Nevada~1K0.98×
27South Dakota<1K0.98×
28Iowa~1K0.97×
29New Hampshire<1K0.97×
30Ohio~4K0.96×
31New York~7K0.95×
32North Carolina~4K0.95×
33Louisiana~2K0.95×
34Mississippi~1K0.95×
35Arkansas~1K0.95×
36Michigan~3K0.94×
37Indiana~2K0.94×
38Nebraska<1K0.94×
39Delaware<1K0.94×
40Virginia~3K0.93×
41Massachusetts~3K0.93×
42Connecticut~1K0.93×
43Rhode Island<1K0.90×
44Washington, District of Columbia<1K0.90×
45Florida~8K0.88×
46Illinois~4K0.85×
47California~10K0.83×
48New Jersey~3K0.82×
49Texas~10K0.81×
50Maryland~2K0.81×
Fig. 06

Affinity by region

Affinity by region — Fisherman's Friend, United States
0.81×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Fisherman's Friend audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fisherman's Friend audience
#·InterestCategoryAffinity×
01Rhythm City (TV series)Movies & TV305.62×
02Jorge Tadeo Lozano UniversityBusiness & Career287.23×
03Minty FreshMusic & Radio169.25×
04Mercy JohnsonMovies & TV160.12×
05NairalandInternet & Social Media131.93×
06Eve TorresSports77.69×
07Idols (TV series)Movies & TV41.81×
08High TensionMovies & TV40.99×
09Sweet TreatsFood & Beverages33.88×
10Tasha SmithMovies & TV31.65×
11Give-away shopBusiness & Career25.42×
12Tic TacFood & Beverages24.25×
13Association of Surgical TechnologistsHealth20.11×
14Frozen (2010 American film)Movies & TV14.92×
15Bubblegum popMusic & Radio13.95×
16Hocus Pocus (1993 film)Movies & TV11.36×
17Anya Taylor-JoyMovies & TV9.61×
18Kings (U.S. TV series)Movies & TV9.02×
19Haven (TV series)Movies & TV8.79×
20GeminiMusic & Radio1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fisherman's Friend 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 Fisherman's Friend audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE1.17×
ExtroversionTHRILL1.07×
SustainabilityBALANCE0.99×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fisherman's Friend audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.64×
DIY MentalityTHRILL0.70×
Early Adopter MentalityPOWER0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Fisherman's Friend's target market in United States?

Fisherman's Friend's target market in United States covers an estimated 137,873 people, concentrated in California and Texas.

02

What is the gender split and age of Fisherman's Friend customers?

49.8% of the Fisherman's Friend audience are female, 50.2% are male, with an average age of 40.0 years.

03

Which brands do Fisherman's Friend fans like most?

Fisherman's Friend fans show strongest brand affinity for Rhythm City (TV series) (305.62×), Nairaland (131.93×), and Jorge Tadeo Lozano University (287.23×) over the country average.

04

Where do Fisherman's Friend fans live in United States?

Fisherman's Friend fans in United States are most concentrated in California (reach ~10K), Texas (reach ~10K), and Florida (reach ~8K). These three regions account for the largest share of the active audience.

05

What other brands do Fisherman's Friend fans also like?

Beyond Fisherman's Friend itself, the audience over-indexes on Nairaland (131.93×), Jorge Tadeo Lozano University (287.23×), Mercy Johnson (160.12×), and Idols (TV series) (41.81×) compared to the United States average.

Appendix

Explore more audiences

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

More Confectionery audiences in United States

See Fisherman's Friend audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Fisherman's Friend. 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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