Rascasse Audience Intelligence

M&M's Target Market in United States

A data profile of the people who buy, follow and care about M&M's in United States — modelled from more than twelve digital signal sources. M&M's has an estimated audience of 3,533,198 people in United States.

#4among Chocolate & cookies in United States#932among Brand in United States#574in Food & Beverages

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, Dick Van Dyke, 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, Need for Security.

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

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.

Category: Food & Beverages · Type: Brand · Subtype: Chocolate & cookies

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 M&M's profile in United States.

Audience size
3.5M
in United States
Gender
59.5%♀
40.5% male
Age
36.9
average years
Country rank
#8944
Brand in United States
Fig. 01

Search interest · 12-month trend

+66%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of M&M's

59.5% are female, 40.5% are male, average age 36.9.

Fig. 02

Gender split

59.5%
Female
40.5%
Male
Demographic split for M&M's audience in United States
MetricValue
Female59.5%
Male40.5%
Average age36.9
Estimated audience size3,533,198
Fig. 03

Age distribution

Ø 36.9
average years
Age distribution of the M&M's audience in United States
Age bracketShare%
16-1926%
20-2920%
30-3919%
40-4919%
50+16%
Fig. 04

Worldwide distribution

22.0%

of the worldwide M&M's audience comes from United States.

Worldwide audience distribution share by country for M&M's
CountryShare
United States22.0%
Brazil10.9%
United Kingdom5.7%
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 M&M's audience in United States is strongest.

Fig. 05

Top regions by affinity

M&M's customers by region in United States
#RegionReachAffinity×
01Nevada~50K1.49×
02Mississippi~40K1.40×
03New York~200K1.30×
04Texas~300K1.17×
05Indiana~70K1.16×
06Ohio~100K1.14×
07Alabama~50K1.13×
08Kansas~30K1.12×
09Pennsylvania~100K1.08×
10Arkansas~30K1.08×
11West Virginia~20K1.08×
12New Jersey~90K1.07×
13Maryland~60K1.07×
14Missouri~60K1.06×
15Oklahoma~40K1.06×
16Illinois~100K1.05×
17North Carolina~100K1.05×
18Virginia~90K1.05×
19Louisiana~50K1.05×
20Nebraska~20K1.04×
21Georgia~100K1.03×
22South Carolina~50K1.03×
23Kentucky~40K1.02×
24Michigan~90K1.01×
25Iowa~30K1.01×
26Connecticut~30K1.00×
27California~400K0.99×
28Tennessee~70K0.98×
29South Dakota~8K0.98×
30Montana~9K0.97×
31Delaware~9K0.97×
32Wisconsin~50K0.96×
33Arizona~70K0.95×
34Massachusetts~60K0.95×
35Florida~200K0.94×
36Utah~30K0.94×
37Rhode Island~10K0.94×
38Minnesota~50K0.93×
39Hawaii~10K0.93×
40New Mexico~20K0.91×
41Maine~10K0.91×
42New Hampshire~10K0.90×
43North Dakota~6K0.89×
44Oregon~30K0.87×
45Washington~60K0.86×
46Idaho~10K0.86×
47Alaska~6K0.81×
48Vermont~5K0.81×
49Colorado~40K0.78×
50Washington, District of Columbia~8K0.75×
Fig. 06

Affinity by region

Affinity by region — M&M's, United States
0.75×1.00×1.49×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the M&M's audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for M&M's audience
#·InterestCategoryAffinity×
01Convenience foodFood & Beverages11.53×
02BeetrootFood & Beverages10.23×
03Circle KShopping4.28×
04Dick Van DykeMovies & TV4.12×
05Scooby-DooMovies & TV4.10×
06MenardsHome & Garden3.76×
07Healthy habitsHealth3.67×
08Rob ReinerMovies & TV3.35×
09Concurrent Versions SystemTechnology & Electronics2.77×
10FriendshipKids & Family2.62×
11U.S. stateTravel & Leisure2.30×
12TelevisionsTechnology & Electronics2.20×
13NBCMovies & TV2.18×
14NatureHome & Garden2.14×
15ChildKids & Family1.92×
16Video gamesGames1.90×
17United StatesTravel & Leisure1.78×
18Food and drinkFood & Beverages1.69×
19BusinessBusiness & Career1.66×
20FoodFood & Beverages1.65×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the M&M's 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 M&M's audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM3.13×
Need for SecurityCONSERVATISM1.82×
Community OrientationOPEN1.68×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by M&M's audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.78×
Early Adopter MentalityPOWER0.86×
ExtroversionTHRILL0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is M&M's's target market in United States?

M&M's's target market in United States covers an estimated 3,533,198 people, concentrated in California and Texas.

02

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

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

03

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 Dick Van Dyke (4.12×) over the country average.

04

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

M&M's fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and New York (reach ~200K). These three regions account for the largest share of the active audience.

05

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

Beyond M&M's itself, the audience over-indexes on Beetroot (10.23×), Dick Van Dyke (4.12×), Menards (3.76×), and Televisions (2.2×) compared to the United States average.

Appendix

Explore more audiences

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

More Chocolate & cookies audiences in United States

See M&M's audiences in other countries

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.

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