Rascasse Audience Intelligence

General Mills Target Market in United States

A data profile of the people who buy, follow and care about General Mills in United States — modelled from more than twelve digital signal sources. General Mills has an estimated audience of 2,596,449 people in United States.

#1169among Brand in United States#711in Food & Beverages

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 Pet Ownership, Indulgence.

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

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

Category: Food & Beverages · Type: Brand

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 General Mills profile in United States.

Audience size
2.6M
in United States
Gender
65.0%♀
35.0% male
Age
39.4
average years
Country rank
#11581
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 General Mills

65.0% are female, 35.0% are male, average age 39.4.

Fig. 02

Gender split

65.0%
Female
35.0%
Male
Demographic split for General Mills audience in United States
MetricValue
Female65.0%
Male35.0%
Average age39.4
Estimated audience size2,596,449
Fig. 03

Age distribution

Ø 39.4
average years
Age distribution of the General Mills audience in United States
Age bracketShare%
16-1920%
20-2917%
30-3921%
40-4921%
50+20%
Fig. 04

Worldwide distribution

65.4%

of the worldwide General Mills audience comes from United States.

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

Where the General Mills audience in United States is strongest.

Fig. 05

Top regions by affinity

General Mills customers by region in United States
#RegionReachAffinity×
01Minnesota~200K6.50×
02New Mexico~50K3.94×
03Iowa~60K2.95×
04Missouri~100K2.76×
05Wisconsin~90K2.36×
06Tennessee~90K1.80×
07Illinois~200K1.78×
08Georgia~100K1.52×
09Ohio~100K1.30×
10Indiana~60K1.30×
11Arkansas~30K1.19×
12Kansas~20K1.10×
13New York~100K1.01×
14Washington, District of Columbia~7K0.87×
15Michigan~60K0.86×
16Nebraska~10K0.82×
17Montana~6K0.81×
18North Dakota~4K0.81×
19South Dakota~5K0.77×
20Vermont~3K0.72×
21Alaska~4K0.71×
22Pennsylvania~60K0.70×
23Kentucky~20K0.69×
24West Virginia~8K0.68×
25Connecticut~20K0.67×
26Rhode Island~6K0.67×
27New Jersey~40K0.66×
28California~200K0.65×
29Massachusetts~30K0.65×
30Louisiana~20K0.65×
31New Hampshire~7K0.65×
32Texas~100K0.64×
33Delaware~5K0.64×
34Maine~6K0.63×
35Mississippi~10K0.62×
36Virginia~40K0.61×
37Oklahoma~20K0.61×
38Idaho~8K0.61×
39Colorado~20K0.58×
40South Carolina~20K0.58×
41Utah~10K0.58×
42Florida~100K0.57×
43North Carolina~40K0.57×
44Maryland~30K0.57×
45Hawaii~6K0.57×
46Arizona~30K0.55×
47Washington~30K0.55×
48Alabama~20K0.55×
49Oregon~20K0.55×
50Nevada~10K0.51×
Fig. 06

Affinity by region

Affinity by region — General Mills, United States
0.51×1.00×6.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for General Mills audience
#·InterestCategoryAffinity×
01Honey Bunches of OatsFood & Beverages26.83×
02Red envelopePolitics & Society23.84×
03Back to SchoolKids & Family8.15×
04spicy foodFood & Beverages5.05×
05CerealFood & Beverages3.58×
06FlourFood & Beverages2.92×
07Dollar GeneralShopping2.52×
08AldiShopping2.34×
09SugarFood & Beverages2.25×
10Dollar TreeShopping2.18×
11Taco BellFood & Beverages2.16×
12Texas RoadhouseFood & Beverages2.06×
13WalgreensShopping2.04×
14ChristmasKids & Family2.01×
15Kohl'sShopping2.00×
16Sam's ClubShopping1.99×
17CostcoShopping1.88×
18NatureHome & Garden1.59×
19TelevisionsTechnology & Electronics1.57×
20FamilyKids & Family1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the General Mills 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 General Mills audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.50×
IndulgenceJOY1.49×
Convenience OrientationPREMIUM1.47×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by General Mills audience · Rather not
TraitClusterDeviationScore
Career OrientationPOWER1.12×
Design AffinityPREMIUM1.13×
Luxury OrientationPREMIUM1.14×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is General Mills's target market in United States?

General Mills's target market in United States covers an estimated 2,596,449 people, concentrated in Minnesota and California.

02

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

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

03

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.

04

Where do General Mills fans live in United States?

General Mills fans in United States are most concentrated in Minnesota (reach ~200K), California (reach ~200K), and Illinois (reach ~200K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Food & Beverages audiences in United States

See General Mills audiences in other countries

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.

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