Rascasse Audience Intelligence

H-E-B Target Market in United States

A data profile of the people who buy, follow and care about H-E-B in United States — modelled from more than twelve digital signal sources. H-E-B has an estimated audience of 13,363,614 people in United States.

#13among Supermarket in United States#260among Brand in United States#86in Shopping

The average H-E-B fan in United States is 34.7 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Curly Hair, Britney Spears, YouTube Music, with strongest over-indexing on Curly Hair (5.03× the country average).

Demographically, the H-E-B audience skews balanced with an average age of 34.7, and over-indexes on personality traits such as Early Adopter Mentality, Urban Lifestyle.

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

The typical H-E-B fan in United States is balanced, around 34.7 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Curly Hair.

Category: Shopping · Type: Brand · Subtype: Supermarket

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 H-E-B profile in United States.

Audience size
13.4M
in United States
Gender
53.0%♀
47.0% male
Age
34.7
average years
Country rank
#2655
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 H-E-B

53.0% are female, 47.0% are male, average age 34.7.

Fig. 02

Gender split

53.0%
Female
47.0%
Male
Demographic split for H-E-B audience in United States
MetricValue
Female53.0%
Male47.0%
Average age34.7
Estimated audience size13,363,614
Fig. 03

Age distribution

Ø 34.7
average years
Age distribution of the H-E-B audience in United States
Age bracketShare%
16-1935%
20-2919%
30-3915%
40-4915%
50+16%
Fig. 04

Worldwide distribution

95.7%

of the worldwide H-E-B audience comes from United States.

Worldwide audience distribution share by country for H-E-B
CountryShare
United States95.7%
Mexico1.5%
Germany0.4%
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 H-E-B audience in United States is strongest.

Fig. 05

Top regions by affinity

H-E-B customers by region in United States
#RegionReachAffinity×
01Texas~10M37.15×
02Louisiana~200K0.87×
03Oklahoma~100K0.78×
04Arkansas~70K0.65×
05New Mexico~40K0.59×
06Kansas~60K0.52×
07Mississippi~60K0.50×
08Vermont~10K0.47×
09North Dakota~10K0.45×
10Alaska~10K0.44×
11Washington, District of Columbia~20K0.42×
12South Dakota~10K0.42×
13Colorado~80K0.39×
14Montana~10K0.37×
15Alabama~70K0.36×
16Iowa~40K0.36×
17Nebraska~20K0.35×
18Rhode Island~10K0.35×
19Delaware~10K0.35×
20Missouri~70K0.34×
21Tennessee~90K0.33×
22Maine~20K0.33×
23West Virginia~20K0.32×
24New Hampshire~20K0.32×
25Georgia~100K0.31×
26Idaho~20K0.31×
27Hawaii~20K0.31×
28Illinois~100K0.30×
29Arizona~80K0.29×
30Florida~300K0.28×
31Nevada~40K0.28×
32North Carolina~100K0.26×
33South Carolina~50K0.26×
34Minnesota~50K0.26×
35Kentucky~40K0.26×
36California~400K0.25×
37Virginia~80K0.25×
38Washington~70K0.25×
39Wisconsin~50K0.25×
40Utah~30K0.25×
41Indiana~60K0.24×
42New York~200K0.23×
43Ohio~90K0.22×
44Oregon~30K0.22×
45Connecticut~30K0.22×
46Maryland~50K0.21×
47Michigan~70K0.20×
48Pennsylvania~80K0.18×
49New Jersey~60K0.18×
50Massachusetts~50K0.18×
Fig. 06

Affinity by region

Affinity by region — H-E-B, United States
0.18×1.00×37.15×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for H-E-B audience
#·InterestCategoryAffinity×
01ImdbMovies & TV6.11×
02Stephen CurrySports5.81×
03Curly HairBeauty & Wellness5.03×
04Love IslandMovies & TV4.83×
05Old-school hip hopMusic & Radio4.70×
06City BankBusiness & Career4.57×
07Hair ExtensionsBeauty & Wellness3.87×
08Britney SpearsMusic & Radio3.86×
09YouTube MusicInternet & Social Media3.82×
10Miami HeatSports3.56×
11Cardi BMusic & Radio3.43×
12Lace wigBeauty & Wellness3.14×
13Underground hip hopMusic & Radio2.73×
14Michael JacksonMusic & Radio2.67×
15WigBeauty & Wellness2.48×
16Taylor SwiftMusic & Radio2.40×
17LivemusicMusic & Radio2.24×
18NBA playoffsSports2.10×
19SpotifyInternet & Social Media1.77×
20Kohl'sShopping1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the H-E-B 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 H-E-B audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.24×
Urban LifestyleOPEN1.12×
Design AffinityPREMIUM1.01×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by H-E-B audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.41×
SpiritualityBALANCE0.46×
Community OrientationOPEN0.48×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is H-E-B's target market in United States?

H-E-B's target market in United States covers an estimated 13,363,614 people, concentrated in Texas and California.

02

What is the gender split and age of H-E-B customers?

53.0% of the H-E-B audience are female, 47.0% are male, with an average age of 34.7 years.

03

Which brands do H-E-B fans like most?

H-E-B fans show strongest brand affinity for Curly Hair (5.03×), Britney Spears (3.86×), and YouTube Music (3.82×) over the country average.

04

Where do H-E-B fans live in United States?

H-E-B fans in United States are most concentrated in Texas (reach ~10M), California (reach ~400K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do H-E-B fans also like?

Beyond H-E-B itself, the audience over-indexes on Britney Spears (3.86×), YouTube Music (3.82×), Imdb (6.11×), and Hair Extensions (3.87×) compared to the United States average.

Appendix

Explore more audiences

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

More Supermarket audiences in United States

See H-E-B audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for H-E-B. 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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