Rascasse Audience Intelligence

Market basket Target Market in United States

A data profile of the people who buy, follow and care about Market basket in United States — modelled from more than twelve digital signal sources. Market basket has an estimated audience of 6,587,553 people in United States.

#22among Supermarket in United States#550among Brand in United States#139in Shopping

The average Market basket fan in United States is 40.0 years old, more female, and lives primarily in Massachusetts.

The audience is concentrated in Massachusetts, New Hampshire, Rhode Island.

Top brand affinities include Wegmans, Circle K, Dollar General, with strongest over-indexing on Wegmans (10.66× the country average).

Demographically, the Market basket audience skews more female with an average age of 40.0, and over-indexes on personality traits such as Convenience Orientation, Family Orientation.

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

The typical Market basket fan in United States is more female, around 40.0 years old, with strong Convenience Orientation tendencies and a notable affinity for Wegmans.

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 Market basket profile in United States.

Audience size
6.6M
in United States
Gender
65.3%♀
34.7% male
Age
40.0
average years
Country rank
#5288
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 Market basket

65.3% are female, 34.7% are male, average age 40.0.

Fig. 02

Gender split

65.3%
Female
34.7%
Male
Demographic split for Market basket audience in United States
MetricValue
Female65.3%
Male34.7%
Average age40.0
Estimated audience size6,587,553
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the Market basket audience in United States
Age bracketShare%
16-1919%
20-2917%
30-3919%
40-4923%
50+22%
Fig. 04

Worldwide distribution

95.9%

of the worldwide Market basket audience comes from United States.

Worldwide audience distribution share by country for Market basket
CountryShare
United States95.9%
Germany2.0%
Italy0.7%
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 Market basket audience in United States is strongest.

Fig. 05

Top regions by affinity

Market basket customers by region in United States
#RegionReachAffinity×
01New Hampshire~500K19.60×
02Massachusetts~2M14.16×
03Rhode Island~200K8.66×
04Maine~100K5.67×
05Vermont~10K0.85×
06Louisiana~60K0.71×
07North Dakota~8K0.61×
08Wyoming~6K0.60×
09South Dakota~9K0.59×
10Alaska~6K0.45×
11Idaho~10K0.36×
12Connecticut~20K0.35×
13New Mexico~10K0.34×
14Hawaii~9K0.31×
15Montana~5K0.28×
16Kansas~10K0.26×
17Delaware~5K0.26×
18West Virginia~8K0.25×
19Arkansas~10K0.23×
20Oklahoma~20K0.22×
21Utah~10K0.21×
22Iowa~10K0.21×
23Nebraska~6K0.20×
24Nevada~10K0.19×
25New Jersey~30K0.17×
26Alabama~20K0.17×
27Mississippi~9K0.16×
28Oregon~10K0.15×
29Kentucky~10K0.14×
30Minnesota~10K0.12×
31Texas~60K0.11×
32Arizona~10K0.10×
33Indiana~10K0.10×
34Missouri~10K0.10×
35Wisconsin~10K0.10×
36Pennsylvania~20K0.09×
37Tennessee~10K0.09×
38Colorado~10K0.09×
39South Carolina~9K0.09×
40Maryland~9K0.08×
41New York~30K0.07×
42Washington~9K0.07×
43Illinois~10K0.06×
44North Carolina~10K0.06×
45Georgia~10K0.06×
46Ohio~10K0.06×
47Michigan~10K0.06×
48Virginia~10K0.06×
49Florida~20K0.04×
50California~20K0.03×
Fig. 06

Affinity by region

Affinity by region — Market basket, United States
0.03×1.00×19.60×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Market basket audience
#·InterestCategoryAffinity×
01HOLLYWOOD SMILEBeauty & Wellness121.07×
02Women's ShoesFashion & Accessoires16.95×
03Acme MarketsShopping11.24×
04WegmansShopping10.66×
05Boston BruinsSports9.51×
06Circle KShopping9.11×
07QVCMovies & TV6.25×
08Weather forecastingHome & Garden6.07×
09PublixShopping4.91×
10Dollar GeneralShopping4.53×
11FedExBusiness & Career4.14×
12Family DollarFashion & Accessoires3.78×
13Renewable energyBusiness & Career3.68×
14Discount storesShopping3.50×
15Mortgage loansBusiness & Career3.36×
16KrogerFood & Beverages3.12×
17McDonald'sFood & Beverages3.07×
18Trader Joe'sShopping2.90×
19PinterestInternet & Social Media2.61×
20Shopping mallsShopping2.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Market basket 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 Market basket audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.00×
Family OrientationCONSERVATISM1.86×
PatriotismCONSERVATISM1.78×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Market basket audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.85×
Design AffinityPREMIUM0.89×
Early Adopter MentalityPOWER0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Market basket's target market in United States?

Market basket's target market in United States covers an estimated 6,587,553 people, concentrated in Massachusetts and New Hampshire.

02

What is the gender split and age of Market basket customers?

65.3% of the Market basket audience are female, 34.7% are male, with an average age of 40.0 years.

03

Which brands do Market basket fans like most?

Market basket fans show strongest brand affinity for Wegmans (10.66×), Circle K (9.11×), and Dollar General (4.53×) over the country average.

04

Where do Market basket fans live in United States?

Market basket fans in United States are most concentrated in Massachusetts (reach ~2M), New Hampshire (reach ~500K), and Rhode Island (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Market basket fans also like?

Beyond Market basket itself, the audience over-indexes on Circle K (9.11×), Dollar General (4.53×), Publix (4.91×), and QVC (6.25×) 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 Market basket audiences in other countries

How to read this data

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