Rascasse Audience Intelligence

Maggi Target Market in United States

A data profile of the people who buy, follow and care about Maggi in United States — modelled from more than twelve digital signal sources. Maggi has an estimated audience of 494,298 people in United States.

#49among Spice in United States#3792among Brand in United States#1964in Food & Beverages

The average Maggi fan in United States is 37.9 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Mamee, Quinceañera (telenovela), VOO, with strongest over-indexing on Mamee (392.45× the country average).

Demographically, the Maggi audience skews balanced with an average age of 37.9, and over-indexes on personality traits such as Tradition, Individualism.

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

The typical Maggi fan in United States is balanced, around 37.9 years old, with strong Tradition tendencies and a notable affinity for Mamee.

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

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 Maggi profile in United States.

Audience size
494K
in United States
Gender
49.8%♀
50.2% male
Age
37.9
average years
Country rank
#36908
Brand in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Maggi

49.8% are female, 50.2% are male, average age 37.9.

Fig. 02

Gender split

49.8%
Female
50.2%
Male
Demographic split for Maggi audience in United States
MetricValue
Female49.8%
Male50.2%
Average age37.9
Estimated audience size494,298
Fig. 03

Age distribution

Ø 37.9
average years
Age distribution of the Maggi audience in United States
Age bracketShare%
16-1920%
20-2922%
30-3922%
40-4922%
50+15%
Fig. 04

Worldwide distribution

7.6%

of the worldwide Maggi audience comes from United States.

Worldwide audience distribution share by country for Maggi
CountryShare
India20.8%
Malaysia12.1%
United States7.6%
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 Maggi audience in United States is strongest.

Fig. 05

Top regions by affinity

Maggi customers by region in United States
#RegionReachAffinity×
01Maryland~20K2.12×
02New Jersey~20K1.70×
03Washington~20K1.64×
04Massachusetts~20K1.57×
05Washington, District of Columbia~2K1.56×
06California~80K1.49×
07New York~40K1.45×
08Virginia~20K1.33×
09Texas~60K1.30×
10Georgia~20K1.25×
11Illinois~20K1.23×
12Connecticut~6K1.18×
13Florida~40K1.15×
14North Carolina~20K1.11×
15Pennsylvania~20K1.09×
16Indiana~10K1.09×
17Oregon~6K1.08×
18Delaware~1K1.08×
19Hawaii~2K1.07×
20Colorado~8K1.06×
21Michigan~10K0.98×
22Ohio~10K0.97×
23Tennessee~9K0.96×
24Rhode Island~2K0.96×
25Minnesota~7K0.94×
26Vermont<1K0.94×
27Arizona~9K0.93×
28New Hampshire~2K0.93×
29Alaska<1K0.93×
30Nevada~4K0.91×
31Maine~2K0.90×
32New Mexico~2K0.89×
33Missouri~7K0.88×
34Kansas~3K0.87×
35North Dakota<1K0.87×
36Montana~1K0.85×
37Wisconsin~6K0.84×
38South Dakota<1K0.84×
39Utah~4K0.83×
40Kentucky~5K0.82×
41Oklahoma~5K0.82×
42Arkansas~3K0.82×
43Nebraska~2K0.82×
44Iowa~3K0.81×
45South Carolina~6K0.80×
46Idaho~2K0.80×
47Louisiana~5K0.78×
48West Virginia~2K0.78×
49Alabama~5K0.75×
50Mississippi~3K0.72×
Fig. 06

Affinity by region

Affinity by region — Maggi, United States
0.72×1.00×2.12×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Maggi audience
#·InterestCategoryAffinity×
01MameeFood & Beverages392.45×
02ShōchūFood & Beverages87.95×
03Pollo CamperoFood & Beverages7.97×
04Lulu (company)Shopping7.89×
05Quinceañera (telenovela)Movies & TV6.47×
06VOOTechnology & Electronics6.12×
07ReviewShopping5.24×
08Mexico CityTravel & Leisure4.70×
09BurlingtonFashion & Accessoires3.76×
10Real Madrid C.F.Sports3.12×
11WingstopFood & Beverages3.10×
12Madea's Class ReunionMovies & TV3.00×
13FIFA World CupSports2.17×
14United StatesTravel & Leisure1.78×
15BeveragesFood & Beverages1.74×
16Food and drinkFood & Beverages1.70×
17FoodFood & Beverages1.65×
18FIFA World Cup 2026Sports1.59×
19Fitness and wellnessSports1.57×
20FamilyKids & Family1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Maggi 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 Maggi audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.79×
IndividualismJOY1.75×
Price SensitivityPREMIUM1.72×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Maggi audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY1.03×
Sports ActivityPOWER1.04×
PatriotismCONSERVATISM1.08×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Maggi's target market in United States?

Maggi's target market in United States covers an estimated 494,298 people, concentrated in California and Texas.

02

What is the gender split and age of Maggi customers?

49.8% of the Maggi audience are female, 50.2% are male, with an average age of 37.9 years.

03

Which brands do Maggi fans like most?

Maggi fans show strongest brand affinity for Mamee (392.45×), Quinceañera (telenovela) (6.47×), and VOO (6.12×) over the country average.

04

Where do Maggi fans live in United States?

Maggi fans in United States are most concentrated in California (reach ~80K), Texas (reach ~60K), and New York (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Maggi fans also like?

Beyond Maggi itself, the audience over-indexes on Quinceañera (telenovela) (6.47×), VOO (6.12×), Food and drink (1.7×), and Burlington (3.76×) compared to the United States average.

Appendix

Explore more audiences

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

More Spice audiences in United States

See Maggi audiences in other countries

How to read this data

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