Rascasse Audience Intelligence

Mars Target Market in United States

A data profile of the people who buy, follow and care about Mars in United States — modelled from more than twelve digital signal sources. Mars has an estimated audience of 4,640,159 people in United States.

#2among Chocolate & cookies in United States#735among Brand in United States#472in Food & Beverages

The average Mars fan in United States is 41.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Dog agility, Pet sitting, Livestock, with strongest over-indexing on Dog agility (10.91× the country average).

Demographically, the Mars audience skews more female with an average age of 41.5, and over-indexes on personality traits such as Pet Ownership, Sustainability.

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

The typical Mars fan in United States is more female, around 41.5 years old, with strong Pet Ownership tendencies and a notable affinity for Dog agility.

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 Mars profile in United States.

Audience size
4.6M
in United States
Gender
65.4%♀
34.6% male
Age
41.5
average years
Country rank
#7117
Brand in United States
Fig. 01

Search interest · 12-month trend

+47%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Mars

65.4% are female, 34.6% are male, average age 41.5.

Fig. 02

Gender split

65.4%
Female
34.6%
Male
Demographic split for Mars audience in United States
MetricValue
Female65.4%
Male34.6%
Average age41.5
Estimated audience size4,640,159
Fig. 03

Age distribution

Ø 41.5
average years
Age distribution of the Mars audience in United States
Age bracketShare%
16-1915%
20-2918%
30-3918%
40-4923%
50+26%
Fig. 04

Worldwide distribution

26.6%

of the worldwide Mars audience comes from United States.

Worldwide audience distribution share by country for Mars
CountryShare
United States26.6%
United Kingdom7.2%
Japan5.8%
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 Mars audience in United States is strongest.

Fig. 05

Top regions by affinity

Mars customers by region in United States
#RegionReachAffinity×
01Arizona~100K1.30×
02Alabama~80K1.22×
03Pennsylvania~200K1.18×
04Texas~400K1.17×
05Alaska~10K1.16×
06Arkansas~40K1.15×
07Georgia~200K1.12×
08Washington~100K1.11×
09Virginia~100K1.10×
10West Virginia~20K1.10×
11North Dakota~10K1.10×
12California~500K1.09×
13Mississippi~40K1.09×
14Tennessee~100K1.08×
15Kansas~40K1.08×
16Montana~10K1.08×
17Missouri~80K1.07×
18Illinois~200K1.06×
19Utah~40K1.05×
20Oregon~50K1.02×
21Oklahoma~50K1.02×
22Ohio~100K1.01×
23North Carolina~100K1.01×
24Indiana~80K1.01×
25Kentucky~60K1.01×
26New Mexico~20K1.01×
27Florida~300K1.00×
28Nevada~40K1.00×
29Nebraska~20K0.99×
30New Jersey~100K0.98×
31Minnesota~60K0.98×
32Connecticut~40K0.98×
33South Carolina~60K0.97×
34Massachusetts~80K0.96×
35Idaho~20K0.96×
36New York~200K0.95×
37Michigan~100K0.95×
38Maryland~70K0.94×
39Louisiana~50K0.93×
40South Dakota~9K0.91×
41Wisconsin~60K0.90×
42Iowa~30K0.90×
43Hawaii~20K0.90×
44New Hampshire~20K0.90×
45Colorado~60K0.89×
46Maine~10K0.88×
47Rhode Island~10K0.84×
48Washington, District of Columbia~10K0.83×
49Delaware~10K0.80×
50Vermont~6K0.76×
Fig. 06

Affinity by region

Affinity by region — Mars, United States
0.76×1.00×1.30×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mars audience
#·InterestCategoryAffinity×
01Drink mixFood & Beverages16.80×
02Dog agilityPets & Animals10.91×
03Specialty coffeeFood & Beverages6.56×
04Pet sittingPets & Animals5.57×
05PetSmartShopping5.47×
06Dog trainingPets & Animals4.25×
07Pet storePets & Animals3.44×
08Pet foodPets & Animals2.79×
09LivestockPets & Animals2.73×
10Art exhibitionArts & Culture2.71×
11Wendy'sFood & Beverages2.67×
12Animal rightsPolitics & Society2.51×
13Staples (Canada)Business & Career2.29×
14Do it yourself (DIY)Home & Garden2.09×
15BiologyHealth2.09×
16Personal careHealth1.88×
17SupermanMovies & TV1.80×
18Harry PotterMovies & TV1.61×
19Hobby LobbyHome & Garden1.56×
20NatureHome & Garden1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mars 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 Mars audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY2.25×
SustainabilityBALANCE1.55×
Community OrientationOPEN1.54×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mars audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.80×
Social Media UsageJOY0.84×
SpiritualityBALANCE1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Mars's target market in United States?

Mars's target market in United States covers an estimated 4,640,159 people, concentrated in California and Texas.

02

What is the gender split and age of Mars customers?

65.4% of the Mars audience are female, 34.6% are male, with an average age of 41.5 years.

03

Which brands do Mars fans like most?

Mars fans show strongest brand affinity for Dog agility (10.91×), Pet sitting (5.57×), and Livestock (2.73×) over the country average.

04

Where do Mars fans live in United States?

Mars fans in United States are most concentrated in California (reach ~500K), Texas (reach ~400K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Mars fans also like?

Beyond Mars itself, the audience over-indexes on Pet sitting (5.57×), Livestock (2.73×), Drink mix (16.8×), and Wendy's (2.67×) 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 Mars audiences in other countries

How to read this data

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