Rascasse Audience Intelligence

Mrs. Fields Target Market in United States

A data profile of the people who buy, follow and care about Mrs. Fields in United States — modelled from more than twelve digital signal sources. Mrs. Fields has an estimated audience of 607,282 people in United States.

#3365among Brand in United States#1761in Food & Beverages

The average Mrs. Fields fan in United States is 37.3 years old, more female, and lives primarily in California.

The audience is concentrated in California, Florida, Illinois.

Top brand affinities include CVS Pharmacy, Walgreens, Auntie Anne's, with strongest over-indexing on CVS Pharmacy (18.63× the country average).

Demographically, the Mrs. Fields audience skews more female with an average age of 37.3, and over-indexes on personality traits such as Indulgence, Convenience Orientation.

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

The typical Mrs. Fields fan in United States is more female, around 37.3 years old, with strong Indulgence tendencies and a notable affinity for CVS Pharmacy.

Category: Food & Beverages · Type: Brand

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 Mrs. Fields profile in United States.

Audience size
607K
in United States
Gender
74.4%♀
25.6% male
Age
37.3
average years
Country rank
#32565
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 Mrs. Fields

74.4% are female, 25.6% are male, average age 37.3.

Fig. 02

Gender split

74.4%
Female
25.6%
Male
Demographic split for Mrs. Fields audience in United States
MetricValue
Female74.4%
Male25.6%
Average age37.3
Estimated audience size607,282
Fig. 03

Age distribution

Ø 37.3
average years
Age distribution of the Mrs. Fields audience in United States
Age bracketShare%
16-1921%
20-2926%
30-3920%
40-4915%
50+18%
Fig. 04

Worldwide distribution

84.2%

of the worldwide Mrs. Fields audience comes from United States.

Worldwide audience distribution share by country for Mrs. Fields
CountryShare
United States84.2%
Canada3.2%
Australia3.0%
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 Mrs. Fields audience in United States is strongest.

Fig. 05

Top regions by affinity

Mrs. Fields customers by region in United States
#RegionReachAffinity×
01California~200K2.76×
02Hawaii~6K2.44×
03Illinois~50K2.39×
04Nevada~10K1.90×
05Michigan~30K1.87×
06New Jersey~30K1.77×
07Utah~9K1.67×
08Delaware~2K1.44×
09New York~50K1.34×
10Florida~50K1.24×
11Connecticut~7K1.21×
12Maryland~10K1.12×
13Massachusetts~10K1.09×
14Colorado~10K1.09×
15Louisiana~8K1.08×
16Arizona~10K1.04×
17Pennsylvania~20K1.03×
18New Hampshire~2K0.99×
19Washington~10K0.96×
20Missouri~9K0.96×
21Idaho~3K0.94×
22Wisconsin~8K0.93×
23Indiana~10K0.91×
24Washington, District of Columbia~2K0.90×
25Kansas~4K0.89×
26Alaska~1K0.89×
27Virginia~10K0.86×
28Oklahoma~6K0.86×
29Ohio~20K0.84×
30Rhode Island~2K0.84×
31North Carolina~10K0.82×
32Oregon~6K0.80×
33North Dakota<1K0.76×
34Maine~2K0.75×
35Vermont<1K0.75×
36Tennessee~9K0.74×
37West Virginia~2K0.74×
38Texas~40K0.73×
39Minnesota~6K0.72×
40Alabama~6K0.70×
41Montana~1K0.70×
42South Dakota<1K0.69×
43South Carolina~6K0.68×
44Mississippi~3K0.68×
45Georgia~10K0.65×
46Kentucky~5K0.65×
47New Mexico~2K0.65×
48Arkansas~3K0.64×
49Iowa~3K0.63×
50Nebraska~2K0.62×
Fig. 06

Affinity by region

Affinity by region — Mrs. Fields, United States
0.62×1.00×2.76×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mrs. Fields audience
#·InterestCategoryAffinity×
01Hickory FarmsShopping40.51×
02Auntie Anne'sFood & Beverages29.64×
03Corner Bakery CafeFood & Beverages26.31×
04BiodermaBeauty & Wellness23.88×
05Friendly'sFood & Beverages21.85×
06Titanic (1997 film)Movies & TV21.08×
07University of CaliforniaBusiness & Career20.53×
08Thandie NewtonMovies & TV20.00×
09Vera FarmigaMovies & TV20.00×
10CVS PharmacyShopping18.63×
11Laura DernMovies & TV17.52×
12Boscov'sFashion & Accessoires17.33×
13La Roche-PosayBeauty & Wellness16.04×
14WalgreensShopping14.69×
15FlightAwareTravel & Leisure11.30×
16QVCMovies & TV8.82×
17Jimmy John'sFood & Beverages7.84×
18The UPS StoreShopping5.04×
19Pizza HutFood & Beverages4.41×
20Target CorporationShopping3.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mrs. Fields 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 Mrs. Fields audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.59×
Convenience OrientationPREMIUM2.46×
Price SensitivityPREMIUM2.18×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mrs. Fields audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.74×
Early Adopter MentalityPOWER0.76×
PatriotismCONSERVATISM0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Mrs. Fields's target market in United States?

Mrs. Fields's target market in United States covers an estimated 607,282 people, concentrated in California and Florida.

02

What is the gender split and age of Mrs. Fields customers?

74.4% of the Mrs. Fields audience are female, 25.6% are male, with an average age of 37.3 years.

03

Which brands do Mrs. Fields fans like most?

Mrs. Fields fans show strongest brand affinity for CVS Pharmacy (18.63×), Walgreens (14.69×), and Auntie Anne's (29.64×) over the country average.

04

Where do Mrs. Fields fans live in United States?

Mrs. Fields fans in United States are most concentrated in California (reach ~200K), Florida (reach ~50K), and Illinois (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Mrs. Fields fans also like?

Beyond Mrs. Fields itself, the audience over-indexes on Walgreens (14.69×), Auntie Anne's (29.64×), Titanic (1997 film) (21.08×), and Boscov's (17.33×) compared to the United States average.

Appendix

Explore more audiences

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

More Food & Beverages audiences in United States

See Mrs. Fields audiences in other countries

How to read this data

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