M&M's Audience in United States

M&M's logo

M&M's has an estimated audience of 3,395,996 people in United States. 59.5% are female, 40.5% are male, average age 36.9. Top regions: California, Texas, New York. Top brand affinities: Convenience food, Beetroot, Scooby-Doo, Televisions, Menards.

The average M&M's fan in United States is 36.9 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, New York. Top brand affinities include Convenience food, Beetroot, Scooby-Doo, with strongest over-indexing on Convenience food (11.53× the country average). Demographically, the M&M's audience skews more female with an average age of 36.9, and over-indexes on personality traits such as Convenience Orientation, Price Sensitivity. 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: Chocolate & cookies

Demographics of M&M's fans

Demographic split for M&M's audience in United States
MetricValue
Female59.5%
Male40.5%
Average age36.9
Estimated audience size3,395,996

Audience persona

The typical M&M's fan in United States is more female, around 36.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Convenience food.

Top regions in United States

Top regions ranked by reach for M&M's in United States
RegionReachAffinity
California406,3801.09×
Texas365,8611.25×
New York262,5041.38×
Florida238,6451.04×
Illinois126,0011.11×
Pennsylvania124,0391.08×
Ohio114,9821.1×
North Carolina109,8841.08×
Georgia109,4731.05×
New Jersey95,1031.1×
Virginia91,2001.1×
Michigan88,7871×
Indiana75,2251.21×
Maryland72,5931.24×
Arizona72,4071.04×
Tennessee70,1221.03×
Massachusetts69,0201.03×
Washington62,0180.91×
Missouri55,9631.02×
Alabama54,5121.15×
South Carolina50,2250.98×
Wisconsin47,8330.94×
Nevada46,7021.42×
Louisiana46,3941.06×
Minnesota44,4640.91×
Colorado43,5590.81×
Kentucky41,6100.98×
Oklahoma39,1081.04×
Oregon34,3340.88×
Connecticut33,5910.99×
Mississippi30,1341.08×
Kansas29,4051.1×
Utah29,3290.96×
Arkansas28,9841.04×
Iowa26,8290.96×
West Virginia17,1571.08×
Nebraska16,4800.97×
New Mexico15,5800.91×
Idaho13,7370.81×
Hawaii13,6190.93×
New Hampshire11,6300.87×
Maine10,5290.87×
Montana9,9011.05×
Rhode Island9,7060.9×
Washington, District of Columbia8,3920.82×
Delaware8,3110.89×
South Dakota6,9190.88×
Alaska5,2860.73×
North Dakota5,1820.74×
Vermont4,6080.77×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for M&M's audience
BrandAffinityCategory
Convenience food11.53×Food & Beverages
Beetroot10.23×Food & Beverages
Scooby-Doo4.1×Movies & TV
Televisions2.2×Technology & Electronics
Menards3.76×Home & Garden
U.S. state2.3×Travel & Leisure
Friendship2.62×Kids & Family
Food and drink1.69×Food & Beverages
Nature2.14×Home & Garden
Food1.65×Food & Beverages
Rob Reiner3.35×Movies & TV
Healthy habits3.67×Health
United States1.78×Travel & Leisure
NBC2.18×Movies & TV
Child1.92×Kids & Family
Concurrent Versions System2.77×Technology & Electronics
Business1.66×Business & Career
Video games1.9×Games
Movies1.51×Movies & TV
Circle K4.28×Shopping

Psychographic profile

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

Top personality traits over-indexed by M&M's audience
TraitClusterScore
Convenience OrientationPREMIUM2.81
Price SensitivityPREMIUM1.23
Social Media UsageJOY1.13
Family OrientationCONSERVATISM1.11
ExtroversionTHRILL1.07
IndividualismJOY1.04

Worldwide distribution

Worldwide audience distribution share by country for M&M's
CountryShare
United States21.4%
Brazil11.1%
United Kingdom5.7%

See M&M's audiences in other countries

More Chocolate & cookies audiences in United States

Frequently asked questions

How many fans does M&M's have in United States?

M&M's has an estimated audience of 3,395,996 people in United States, concentrated in California and Texas.

What is the gender split and age of M&M's fans?

59.5% of M&M's fans are female, 40.5% are male, with an average age of 36.9 years.

Which brands do M&M's fans like most?

M&M's fans show strongest brand affinity for Convenience food (11.53×), Beetroot (10.23×), and Scooby-Doo (4.1×) over the country average.

Where do M&M's fans live in United States?

M&M's fans in United States are most concentrated in California (reach 406,380), Texas (reach 365,861), and New York (reach 262,504). These three regions account for the largest share of the active audience.

What other brands do M&M's fans also like?

Beyond M&M's itself, the audience over-indexes on Beetroot (10.23×), Scooby-Doo (4.1×), Televisions (2.2×), and Menards (3.76×) 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 M&M's. 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.