Rascasse Audience Intelligence

Milky Way (chocolate bar) Target Market in United States

A data profile of the people who buy, follow and care about Milky Way (chocolate bar) in United States — modelled from more than twelve digital signal sources. Milky Way (chocolate bar) has an estimated audience of 1,011,296 people in United States.

#84among Sweet in United States#2391among Brand in United States#1308in Food & Beverages

The average Milky Way (chocolate bar) fan in United States is 37.7 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Circle K, Cameron Boyce, Panda Express, with strongest over-indexing on Circle K (5.58× the country average).

Demographically, the Milky Way (chocolate bar) audience skews more female with an average age of 37.7, and over-indexes on personality traits such as Convenience Orientation, Price Sensitivity.

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

The typical Milky Way (chocolate bar) fan in United States is more female, around 37.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Circle K.

Category: Food & Beverages · Type: Brand · 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 Milky Way (chocolate bar) profile in United States.

Audience size
1M
in United States
Gender
67.9%♀
32.1% male
Age
37.7
average years
Country rank
#23497
Brand in United States
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Milky Way (chocolate bar)

67.9% are female, 32.1% are male, average age 37.7.

Fig. 02

Gender split

67.9%
Female
32.1%
Male
Demographic split for Milky Way (chocolate bar) audience in United States
MetricValue
Female67.9%
Male32.1%
Average age37.7
Estimated audience size1,011,296
Fig. 03

Age distribution

Ø 37.7
average years
Age distribution of the Milky Way (chocolate bar) audience in United States
Age bracketShare%
16-1925%
20-2920%
30-3916%
40-4919%
50+19%
Fig. 04

Worldwide distribution

31.8%

of the worldwide Milky Way (chocolate bar) audience comes from United States.

Worldwide audience distribution share by country for Milky Way (chocolate bar)
CountryShare
United States31.8%
India8.7%
United Kingdom6.1%
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 Milky Way (chocolate bar) audience in United States is strongest.

Fig. 05

Top regions by affinity

Milky Way (chocolate bar) customers by region in United States
#RegionReachAffinity×
01South Dakota~7K3.11×
02Hawaii~8K1.96×
03Texas~100K1.50×
04Utah~10K1.21×
05Alaska~3K1.20×
06California~100K1.17×
07Indiana~20K1.16×
08Colorado~20K1.15×
09New Mexico~6K1.13×
10Arkansas~9K1.09×
11Oklahoma~10K1.07×
12Washington~20K1.06×
13Alabama~10K1.06×
14Georgia~30K1.05×
15Arizona~20K1.05×
16Pennsylvania~30K1.04×
17Nebraska~5K1.03×
18Oregon~10K1.00×
19Kansas~7K0.97×
20Montana~3K0.97×
21Florida~60K0.96×
22Wyoming~1K0.96×
23North Carolina~30K0.95×
24Mississippi~7K0.93×
25Idaho~5K0.93×
26Ohio~30K0.92×
27Louisiana~10K0.90×
28North Dakota~2K0.90×
29Nevada~8K0.88×
30Maine~3K0.88×
31Virginia~20K0.87×
32South Carolina~10K0.87×
33Kentucky~10K0.87×
34Missouri~10K0.86×
35Wisconsin~10K0.86×
36West Virginia~4K0.85×
37Rhode Island~3K0.85×
38Tennessee~20K0.84×
39Iowa~7K0.83×
40Massachusetts~20K0.82×
41Minnesota~10K0.82×
42New York~40K0.81×
43New Jersey~20K0.81×
44New Hampshire~3K0.80×
45Illinois~30K0.79×
46Maryland~10K0.79×
47Michigan~20K0.77×
48Connecticut~7K0.75×
49Washington, District of Columbia~2K0.71×
50Delaware~2K0.70×
Fig. 06

Affinity by region

Affinity by region — Milky Way (chocolate bar), United States
0.70×1.00×3.11×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Milky Way (chocolate bar) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Milky Way (chocolate bar) audience
#·InterestCategoryAffinity×
01Cameron BoyceMovies & TV11.66×
02Debby RyanMovies & TV10.10×
03Circle KShopping5.58×
04Full-size carCars & Mobility4.13×
05Tim HortonSports4.07×
06Panda ExpressFood & Beverages3.56×
07Potato chipFood & Beverages3.48×
08Pizza HutFood & Beverages2.95×
09Staples (Canada)Business & Career2.86×
10SubwayFood & Beverages2.68×
11FedExBusiness & Career2.55×
12IHOPFood & Beverages2.44×
13Culver'sFood & Beverages2.38×
14Trader Joe'sShopping2.26×
15Domino's PizzaFood & Beverages2.24×
16Discount storesShopping2.20×
17McDonald'sFood & Beverages2.01×
18Shopping mallsShopping1.78×
19StarbucksFood & Beverages1.61×
20RedditInternet & Social Media1.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Milky Way (chocolate bar) 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 Milky Way (chocolate bar) audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.71×
Price SensitivityPREMIUM1.34×
IndulgenceJOY1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Milky Way (chocolate bar) audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.76×
Risk AppetiteTHRILL0.87×
DIY MentalityTHRILL0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Milky Way (chocolate bar)'s target market in United States?

Milky Way (chocolate bar)'s target market in United States covers an estimated 1,011,296 people, concentrated in Texas and California.

02

What is the gender split and age of Milky Way (chocolate bar) customers?

67.9% of the Milky Way (chocolate bar) audience are female, 32.1% are male, with an average age of 37.7 years.

03

Which brands do Milky Way (chocolate bar) fans like most?

Milky Way (chocolate bar) fans show strongest brand affinity for Circle K (5.58×), Cameron Boyce (11.66×), and Panda Express (3.56×) over the country average.

04

Where do Milky Way (chocolate bar) fans live in United States?

Milky Way (chocolate bar) fans in United States are most concentrated in Texas (reach ~100K), California (reach ~100K), and Florida (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Milky Way (chocolate bar) fans also like?

Beyond Milky Way (chocolate bar) itself, the audience over-indexes on Cameron Boyce (11.66×), Panda Express (3.56×), Pizza Hut (2.95×), and Subway (2.68×) 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 Milky Way (chocolate bar) audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Milky Way (chocolate bar). 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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