Rascasse Audience Intelligence

Jif (peanut butter) Target Market in United States

A data profile of the people who buy, follow and care about Jif (peanut butter) in United States — modelled from more than twelve digital signal sources. Jif (peanut butter) has an estimated audience of 540,713 people in United States.

#3592among Brand in United States#1874in Food & Beverages

The average Jif (peanut butter) fan in United States is 37.9 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Julian Bakery, Peanuts, Skippy (peanut butter), with strongest over-indexing on Julian Bakery (71.57× the country average).

Demographically, the Jif (peanut butter) audience skews balanced with an average age of 37.9, and over-indexes on personality traits such as Convenience Orientation, Extroversion.

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

The typical Jif (peanut butter) fan in United States is balanced, around 37.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Julian Bakery.

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 Jif (peanut butter) profile in United States.

Audience size
541K
in United States
Gender
48.1%♀
51.9% male
Age
37.9
average years
Country rank
#34996
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Jif (peanut butter)

48.1% are female, 51.9% are male, average age 37.9.

Fig. 02

Gender split

48.1%
Female
51.9%
Male
Demographic split for Jif (peanut butter) audience in United States
MetricValue
Female48.1%
Male51.9%
Average age37.9
Estimated audience size540,713
Fig. 03

Age distribution

Ø 37.9
average years
Age distribution of the Jif (peanut butter) audience in United States
Age bracketShare%
16-1915%
20-2924%
30-3926%
40-4926%
50+9%
Fig. 04

Worldwide distribution

44.4%

of the worldwide Jif (peanut butter) audience comes from United States.

Worldwide audience distribution share by country for Jif (peanut butter)
CountryShare
United States44.4%
China8.4%
Australia4.0%
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 Jif (peanut butter) audience in United States is strongest.

Fig. 05

Top regions by affinity

Jif (peanut butter) customers by region in United States
#RegionReachAffinity×
01Kentucky~10K1.44×
02Ohio~20K1.30×
03North Dakota~1K1.26×
04Michigan~20K1.15×
05Washington~10K1.10×
06Pennsylvania~20K1.08×
07Indiana~10K1.08×
08Oregon~7K1.07×
09North Carolina~20K1.06×
10Virginia~10K1.05×
11Maine~2K1.05×
12Minnesota~8K1.04×
13Alaska~1K1.04×
14Idaho~3K1.03×
15Maryland~9K1.02×
16Utah~5K1.02×
17West Virginia~3K1.02×
18Wisconsin~8K1.01×
19New Hampshire~2K1.01×
20South Dakota~1K1.01×
21Vermont<1K1.01×
22Illinois~20K1.00×
23South Carolina~8K1.00×
24Arkansas~4K1.00×
25Montana~1K1.00×
26New Jersey~10K0.99×
27Iowa~4K0.99×
28Kansas~4K0.99×
29Georgia~20K0.98×
30Tennessee~10K0.98×
31Massachusetts~10K0.98×
32Missouri~9K0.98×
33Louisiana~7K0.98×
34Rhode Island~2K0.97×
35Connecticut~5K0.96×
36Nebraska~3K0.96×
37Arizona~10K0.95×
38New York~30K0.94×
39Delaware~1K0.94×
40Florida~30K0.93×
41Texas~40K0.92×
42Alabama~7K0.92×
43Oklahoma~6K0.92×
44Washington, District of Columbia~1K0.92×
45Colorado~8K0.91×
46New Mexico~2K0.91×
47Hawaii~2K0.91×
48Mississippi~4K0.90×
49Nevada~4K0.86×
50California~50K0.84×
Fig. 06

Affinity by region

Affinity by region — Jif (peanut butter), United States
0.84×1.00×1.44×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Jif (peanut butter) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Jif (peanut butter) audience
#·InterestCategoryAffinity×
01KRAFT Peanut ButterFood & Beverages101.76×
02Julian BakeryFood & Beverages71.57×
03Skippy (peanut butter)Food & Beverages42.49×
04TartineFood & Beverages40.34×
05Wheat ThinsFood & Beverages33.81×
06Goldfish (snack)Brand22.66×
07Nut butterFood & Beverages20.24×
08PeanutsLiterature18.90×
09LärabarFood & Beverages15.27×
10Productivity softwareBusiness & Career13.01×
11Snack mixFood & Beverages12.51×
12Anne BurrellFood & Beverages10.85×
13Peanut butterFood & Beverages9.74×
14Energy barFood & Beverages7.91×
15Penn Station (restaurant)Food & Beverages6.79×
16Protein barFood & Beverages5.71×
17Nut (fruit)Food & Beverages4.62×
18Snack foodFood & Beverages2.79×
19Google DriveTechnology & Electronics2.45×
20Google DocsInternet & Social Media2.27×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Jif (peanut butter) 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 Jif (peanut butter) audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.85×
ExtroversionTHRILL1.25×
IndulgenceJOY1.22×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Jif (peanut butter) audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.82×
TravellingTHRILL0.93×
Luxury OrientationPREMIUM0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Jif (peanut butter)'s target market in United States?

Jif (peanut butter)'s target market in United States covers an estimated 540,713 people, concentrated in California and Texas.

02

What is the gender split and age of Jif (peanut butter) customers?

48.1% of the Jif (peanut butter) audience are female, 51.9% are male, with an average age of 37.9 years.

03

Which brands do Jif (peanut butter) fans like most?

Jif (peanut butter) fans show strongest brand affinity for Julian Bakery (71.57×), Peanuts (18.9×), and Skippy (peanut butter) (42.49×) over the country average.

04

Where do Jif (peanut butter) fans live in United States?

Jif (peanut butter) fans in United States are most concentrated in California (reach ~50K), Texas (reach ~40K), and Florida (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Jif (peanut butter) fans also like?

Beyond Jif (peanut butter) itself, the audience over-indexes on Peanuts (18.9×), Skippy (peanut butter) (42.49×), Peanut butter (9.74×), and Tartine (40.34×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Jif (peanut butter). 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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