Marshmallow Audience in United States

Marshmallow logo

Marshmallow has an estimated audience of 2,991,555 people in United States. 77.7% are female, 22.3% are male, average age 39.1. Top regions: California, Texas, Florida. Top brand affinities: University of Delhi, Clubbing (subculture), Hot chocolate, Kohl's, Hobby Lobby.

The average Marshmallow fan in United States is 39.1 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include University of Delhi, Clubbing (subculture), Hot chocolate, with strongest over-indexing on University of Delhi (34.27× the country average). Demographically, the Marshmallow audience skews more female with an average age of 39.1, and over-indexes on personality traits such as Price Sensitivity, Healthy Lifestyle. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Food & Beverages · Type: Topic · Subtype: Sweet

Demographics of Marshmallow fans

Demographic split for Marshmallow audience in United States
MetricValue
Female77.7%
Male22.3%
Average age39.1
Estimated audience size2,991,555

Audience persona

The typical Marshmallow fan in United States is more female, around 39.1 years old, with strong Price Sensitivity tendencies and a notable affinity for University of Delhi.

Top regions in United States

Top regions ranked by reach for Marshmallow in United States
RegionReachAffinity
California405,1621.23×
Texas313,5591.22×
Florida247,3481.22×
New York197,6371.18×
Illinois108,7761.09×
Pennsylvania105,9791.05×
Georgia101,6791.1×
North Carolina97,7231.09×
Ohio92,7591.01×
New Jersey90,5861.19×
Michigan83,0471.06×
Virginia76,7781.05×
Washington69,9481.17×
Massachusetts64,6991.1×
Tennessee60,3081×
Arizona59,6630.98×
Maryland57,1141.11×
Indiana56,4091.03×
Missouri49,0221.02×
Colorado44,5270.94×
Minnesota44,4581.04×
South Carolina42,0450.93×
Wisconsin41,6960.93×
Alabama38,1680.91×
Louisiana37,5040.97×
Oregon36,1201.05×
Kentucky36,0660.96×
Oklahoma33,4221.01×
Connecticut33,1021.1×
Nevada31,7591.1×
Utah27,8851.04×
Iowa24,6721×
Arkansas23,8570.97×
Kansas23,0290.98×
Mississippi22,4400.91×
New Mexico14,8320.99×
Nebraska14,5350.97×
Idaho14,4270.96×
West Virginia13,1860.95×
Hawaii11,9190.93×
Maine9,8390.92×
New Hampshire9,7170.82×
Rhode Island8,7180.92×
Washington, District of Columbia8,1690.91×
Delaware6,9970.85×
Montana6,9470.84×
South Dakota6,0600.88×
Alaska5,5830.87×
North Dakota5,2400.85×
Vermont4,4690.85×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Marshmallow audience
BrandAffinityCategory
University of Delhi34.27×Business & Career
Clubbing (subculture)31.33×Travel & Leisure
Hot chocolate4.34×Food & Beverages
Kohl's2.15×Shopping
Hobby Lobby2.19×Home & Garden
Christmas2.02×Kids & Family
Women's clothing1.86×Fashion & Accessoires
Recipes1.61×Food & Beverages
Cookie2.46×Food & Beverages
Confectionery2.88×Food & Beverages
Woman1.57×Kids & Family
Scooby-Doo2.64×Movies & TV
Dollar General1.91×Shopping
Friendship1.76×Kids & Family
Starbucks1.86×Food & Beverages
Animal1.55×Pets & Animals
Gift1.53×Shopping
Pinterest1.58×Internet & Social Media
Parent1.72×Kids & Family
Target Corporation1.63×Shopping

Psychographic profile

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

Top personality traits over-indexed by Marshmallow audience
TraitClusterScore
Price SensitivityPREMIUM1.33
Healthy LifestyleBALANCE1.32
CreativityOPEN1.32
Family OrientationCONSERVATISM1.29
IndulgenceJOY1.27
DIY MentalityTHRILL1.23

Worldwide distribution

Worldwide audience distribution share by country for Marshmallow
CountryShare
United States27.2%
Taiwan10.4%
United Kingdom8.9%

See Marshmallow audiences in other countries

More Sweet audiences in United States

Frequently asked questions

How many fans does Marshmallow have in United States?

Marshmallow has an estimated audience of 2,991,555 people in United States, concentrated in California and Texas.

What is the gender split and age of Marshmallow fans?

77.7% of Marshmallow fans are female, 22.3% are male, with an average age of 39.1 years.

Which brands do Marshmallow fans like most?

Marshmallow fans show strongest brand affinity for University of Delhi (34.27×), Clubbing (subculture) (31.33×), and Hot chocolate (4.34×) over the country average.

Where do Marshmallow fans live in United States?

Marshmallow fans in United States are most concentrated in California (reach 405,162), Texas (reach 313,559), and Florida (reach 247,348). These three regions account for the largest share of the active audience.

What other brands do Marshmallow fans also like?

Beyond Marshmallow itself, the audience over-indexes on Clubbing (subculture) (31.33×), Hot chocolate (4.34×), Kohl's (2.15×), and Hobby Lobby (2.19×) 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 Marshmallow. 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.