Rascasse Audience Intelligence

Mug Audience in United States

A data profile of the people who buy, follow and care about Mug in United States — modelled from more than twelve digital signal sources. Mug has an estimated audience of 17,526,282 people in United States.

#1327among Topic in United States#165in Food & Beverages

The average Mug fan in United States is 45.1 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Hot chocolate, Poster, Happiness, with strongest over-indexing on Hot chocolate (6.72× the country average).

Demographically, the Mug audience skews more female with an average age of 45.1, and over-indexes on personality traits such as Individualism, Indulgence.

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

The typical Mug fan in United States is more female, around 45.1 years old, with strong Individualism tendencies and a notable affinity for Hot chocolate.

Category: Food & Beverages · Type: Topic

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 Mug profile in United States.

Audience size
17.5M
in United States
Gender
66.8%♀
33.2% male
Age
45.1
average years
Country rank
#1934
Topic in United States
Fig. 01

Search interest · 12-month trend

-1%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Mug fans

66.8% are female, 33.2% are male, average age 45.1.

Fig. 02

Gender split

66.8%
Female
33.2%
Male
Demographic split for Mug audience in United States
MetricValue
Female66.8%
Male33.2%
Average age45.1
Estimated audience size17,526,282
Fig. 03

Age distribution

Ø 45.1
average years
Age distribution of the Mug audience in United States
Age bracketShare%
16-199%
20-2913%
30-3919%
40-4926%
50+33%
Fig. 04

Worldwide distribution

33.8%

of the worldwide Mug audience comes from United States.

Worldwide audience distribution share by country for Mug
CountryShare
United States33.8%
Japan5.7%
United Kingdom5.6%
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 Mug audience in United States is strongest.

Fig. 05

Top regions by affinity

Mug fans by region: top regions in United States
#RegionReachAffinity×
01North Carolina~1M2.09×
02Illinois~1M1.88×
03Colorado~500K1.65×
04California~2.5M1.36×
05New York~1M1.22×
06New Jersey~500K1.19×
07Arkansas~200K1.19×
08Texas~1.5M1.14×
09Connecticut~200K1.14×
10Arizona~400K1.13×
11Massachusetts~400K1.09×
12Florida~1.5M1.08×
13Utah~200K1.07×
14Pennsylvania~600K1.06×
15Washington~400K1.06×
16Virginia~400K1.02×
17Oregon~200K1.00×
18Nebraska~90K1.00×
19Delaware~50K1.00×
20Wisconsin~300K0.98×
21Kansas~100K0.98×
22New Hampshire~70K0.98×
23Maryland~300K0.96×
24Rhode Island~50K0.96×
25South Carolina~300K0.95×
26Georgia~500K0.93×
27Tennessee~300K0.93×
28South Dakota~40K0.93×
29Minnesota~200K0.92×
30Maine~60K0.92×
31Alaska~30K0.92×
32Vermont~30K0.92×
33Washington, District of Columbia~50K0.91×
34Ohio~500K0.90×
35Missouri~300K0.90×
36Hawaii~70K0.90×
37Michigan~400K0.89×
38Indiana~300K0.89×
39Iowa~100K0.87×
40North Dakota~30K0.87×
41Kentucky~200K0.86×
42Oklahoma~200K0.86×
43Idaho~80K0.86×
44Nevada~100K0.85×
45New Mexico~70K0.85×
46Louisiana~200K0.84×
47Mississippi~100K0.82×
48Montana~40K0.81×
49West Virginia~60K0.80×
50Alabama~200K0.77×
Fig. 06

Affinity by region

Affinity by region — Mug, United States
0.77×1.00×2.09×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mug audience
#·InterestCategoryAffinity×
01Hot chocolateFood & Beverages6.72×
02PosterArts & Culture4.45×
03KeychainTechnology & Electronics3.48×
04Greeting cardKids & Family2.59×
05Diaper bagKids & Family2.40×
06Non-alcoholic beverageFood & Beverages2.39×
07PersonalisationHome & Garden2.12×
08Made in USABusiness & Career2.02×
09Microwave ovenHome & Garden2.01×
10Talk radioMusic & Radio1.92×
11Western wearFashion & Accessoires1.83×
12IKEAHome & Garden1.65×
13DrawingHome & Garden1.63×
14Planet FitnessSports1.61×
15GeneticsKids & Family1.59×
16Discount storesShopping1.58×
17NostalgiaHome & Garden1.57×
18LivestockPets & Animals1.54×
19HairstyleBeauty & Wellness1.54×
20HappinessHealth1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mug 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 Mug audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.49×
IndulgenceJOY1.47×
Community OrientationOPEN1.45×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mug audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.83×
Pet OwnershipJOY0.88×
Social Media UsageJOY0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Mug have in United States?

Mug has an estimated audience of 17,526,282 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Mug fans?

66.8% of Mug fans are female, 33.2% are male, with an average age of 45.1 years.

03

Which brands do Mug fans like most?

Mug fans show strongest brand affinity for Hot chocolate (6.72×), Poster (4.45×), and Happiness (1.52×) over the country average.

04

Where do Mug fans live in United States?

Mug fans in United States are most concentrated in California (reach ~2.5M), Texas (reach ~1.5M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Mug fans also like?

Beyond Mug itself, the audience over-indexes on Poster (4.45×), Happiness (1.52×), Planet Fitness (1.61×), and IKEA (1.65×) 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 Mug audiences in other countries

How to read this data

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