Rascasse Audience Intelligence

Marshmallow Audience in United States

A data profile of the people who buy, follow and care about Marshmallow in United States — modelled from more than twelve digital signal sources. Marshmallow has an estimated audience of 2,991,555 people in United States.

#42among Sweet in United States#5121among Topic in United States#648in Food & Beverages

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 Extroversion, Creativity.

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

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

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

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 Marshmallow profile in United States.

Audience size
3M
in United States
Gender
77.7%♀
22.3% male
Age
39.1
average years
Country rank
#10333
Topic in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Marshmallow fans

77.7% are female, 22.3% are male, average age 39.1.

Fig. 02

Gender split

77.7%
Female
22.3%
Male
Demographic split for Marshmallow audience in United States
MetricValue
Female77.7%
Male22.3%
Average age39.1
Estimated audience size2,991,555
Fig. 03

Age distribution

Ø 39.1
average years
Age distribution of the Marshmallow audience in United States
Age bracketShare%
16-1920%
20-2919%
30-3920%
40-4923%
50+19%
Fig. 04

Worldwide distribution

27.0%

of the worldwide Marshmallow audience comes from United States.

Worldwide audience distribution share by country for Marshmallow
CountryShare
United States27.0%
Taiwan10.4%
United Kingdom8.8%
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 Marshmallow audience in United States is strongest.

Fig. 05

Top regions by affinity

Marshmallow fans by region: top regions in United States
#RegionReachAffinity×
01Texas~300K1.21×
02California~400K1.18×
03New Jersey~90K1.17×
04Florida~200K1.12×
05New York~200K1.10×
06Washington~70K1.10×
07Maryland~60K1.10×
08Georgia~100K1.08×
09Connecticut~30K1.07×
10Pennsylvania~100K1.06×
11Virginia~80K1.06×
12Massachusetts~60K1.06×
13Illinois~100K1.05×
14North Carolina~90K1.05×
15Indiana~60K1.05×
16Michigan~80K1.02×
17Kentucky~40K1.02×
18Oregon~40K1.02×
19Oklahoma~30K1.02×
20Nevada~30K1.02×
21Utah~30K1.01×
22Arkansas~20K1.01×
23Louisiana~40K1.00×
24Nebraska~20K1.00×
25New Mexico~20K1.00×
26Arizona~60K0.99×
27Missouri~50K0.99×
28Idaho~10K0.99×
29Ohio~90K0.98×
30Minnesota~40K0.98×
31Iowa~20K0.98×
32Kansas~20K0.98×
33Tennessee~60K0.97×
34South Carolina~40K0.97×
35Rhode Island~9K0.97×
36Alaska~6K0.97×
37Alabama~40K0.96×
38Mississippi~20K0.96×
39West Virginia~10K0.96×
40South Dakota~7K0.96×
41Wisconsin~40K0.95×
42Hawaii~10K0.95×
43Maine~10K0.95×
44Delaware~8K0.93×
45North Dakota~6K0.93×
46Colorado~40K0.92×
47Vermont~5K0.92×
48New Hampshire~10K0.89×
49Montana~7K0.89×
50Washington, District of Columbia~8K0.86×
Fig. 06

Affinity by region

Affinity by region — Marshmallow, United States
0.86×1.00×1.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Marshmallow audience
#·InterestCategoryAffinity×
01University of DelhiBusiness & Career34.27×
02Clubbing (subculture)Travel & Leisure31.33×
03Hot chocolateFood & Beverages4.34×
04ConfectioneryFood & Beverages2.88×
05Scooby-DooMovies & TV2.64×
06CookieFood & Beverages2.46×
07Hobby LobbyHome & Garden2.19×
08Kohl'sShopping2.15×
09ChristmasKids & Family2.02×
10Trader Joe'sShopping1.92×
11Dollar GeneralShopping1.91×
12Women's clothingFashion & Accessoires1.86×
13StarbucksFood & Beverages1.86×
14FriendshipKids & Family1.76×
15ParentKids & Family1.72×
16RecipesFood & Beverages1.61×
17PinterestInternet & Social Media1.58×
18WomanKids & Family1.57×
19AnimalPets & Animals1.55×
20GiftShopping1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Marshmallow 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 Marshmallow audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.62×
CreativityOPEN1.60×
IndividualismJOY1.59×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Marshmallow audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.91×
PatriotismCONSERVATISM0.96×
Quality AwarenessPREMIUM0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Marshmallow fans live in United States?

Marshmallow fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Sweet audiences in United States

See Marshmallow audiences in other countries

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.

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