General Mills Audience in United States

General Mills logo

General Mills has an estimated audience of 2,599,764 people in United States. 65.0% are female, 35.0% are male, average age 39.4. Top regions: Minnesota, California, Illinois. Top brand affinities: Honey Bunches of Oats, Dollar General, Cereal, Aldi, Family.

The average General Mills fan in United States is 39.4 years old, more female, and lives primarily in Minnesota. The audience is concentrated in Minnesota, California, Illinois. Top brand affinities include Honey Bunches of Oats, Dollar General, Cereal, with strongest over-indexing on Honey Bunches of Oats (26.83× the country average). Demographically, the General Mills audience skews more female with an average age of 39.4, and over-indexes on personality traits such as Convenience Orientation, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of General Mills fans

Demographic split for General Mills audience in United States
MetricValue
Female65.0%
Male35.0%
Average age39.4
Estimated audience size2,599,764

Audience persona

The typical General Mills fan in United States is more female, around 39.4 years old, with strong Convenience Orientation tendencies and a notable affinity for Honey Bunches of Oats.

Top regions in United States

Top regions ranked by reach for General Mills in United States
RegionReachAffinity
Minnesota246,6686.62×
California202,2150.71×
Illinois161,5741.87×
New York149,7331.03×
Texas148,4810.66×
Florida108,7570.62×
Missouri105,1002.51×
Georgia104,3751.3×
Ohio102,8461.28×
Wisconsin100,6752.57×
Tennessee85,5571.64×
Pennsylvania66,8270.76×
Michigan65,4000.96×
Iowa57,7102.69×
Indiana55,4861.17×
New Jersey50,5300.76×
North Carolina47,5880.61×
Virginia41,0690.65×
Massachusetts36,1580.71×
New Mexico32,6112.5×
Washington31,5200.6×
Arizona30,4660.57×
Arkansas28,6241.34×
Maryland26,6390.6×
Colorado25,5650.62×
Kentucky23,1950.71×
South Carolina23,1860.59×
Louisiana22,4460.67×
Kansas20,3901×
Alabama18,9690.52×
Connecticut18,0420.69×
Oklahoma17,0750.59×
Oregon15,9550.54×
Utah13,2410.57×
Mississippi12,2350.57×
Nevada11,9200.47×
Nebraska10,8780.83×
Washington, District of Columbia7,5710.97×
West Virginia7,0840.59×
Idaho6,9220.53×
New Hampshire5,6490.55×
Montana5,0890.71×
Maine4,7970.52×
Rhode Island4,7270.57×
Hawaii4,1930.38×
North Dakota3,8210.72×
Delaware3,5170.49×
South Dakota3,4530.57×
Vermont2,3960.53×
Alaska2,3260.42×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for General Mills audience
BrandAffinityCategory
Honey Bunches of Oats26.83×Food & Beverages
Dollar General2.52×Shopping
Cereal3.58×Food & Beverages
Aldi2.34×Shopping
Family1.54×Kids & Family
Back to School8.15×Kids & Family
Red envelope23.84×Politics & Society
Dollar Tree2.18×Shopping
Televisions1.57×Technology & Electronics
Kohl's2×Shopping
Taco Bell2.16×Food & Beverages
spicy food5.05×Food & Beverages
Texas Roadhouse2.06×Food & Beverages
Walgreens2.04×Shopping
Sugar2.25×Food & Beverages
Christmas2.01×Kids & Family
Flour2.92×Food & Beverages
Costco1.88×Shopping
Nature1.59×Home & Garden
Olive Garden2.86×Food & Beverages

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by General Mills audience
TraitClusterScore
Convenience OrientationPREMIUM1.65
Family OrientationCONSERVATISM1.59
Price SensitivityPREMIUM1.43
ExtroversionTHRILL1.36
IndulgenceJOY1.26
DIY MentalityTHRILL1.22

Worldwide distribution

Worldwide audience distribution share by country for General Mills
CountryShare
United States65.4%
Canada5.5%
United Kingdom3.5%

See General Mills audiences in other countries

More Consulting audiences in United States

Frequently asked questions

How many fans does General Mills have in United States?

General Mills has an estimated audience of 2,599,764 people in United States, concentrated in Minnesota and California.

What is the gender split and age of General Mills fans?

65.0% of General Mills fans are female, 35.0% are male, with an average age of 39.4 years.

Which brands do General Mills fans like most?

General Mills fans show strongest brand affinity for Honey Bunches of Oats (26.83×), Dollar General (2.52×), and Cereal (3.58×) over the country average.

Where do General Mills fans live in United States?

General Mills fans in United States are most concentrated in Minnesota (reach 246,668), California (reach 202,215), and Illinois (reach 161,574). These three regions account for the largest share of the active audience.

What other brands do General Mills fans also like?

Beyond General Mills itself, the audience over-indexes on Dollar General (2.52×), Cereal (3.58×), Aldi (2.34×), and Family (1.54×) compared to the United States average.

How to read this data

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