Rascasse Audience Intelligence

Sanrio Target Market in United States

A data profile of the people who buy, follow and care about Sanrio in United States — modelled from more than twelve digital signal sources. Sanrio has an estimated audience of 3,427,606 people in United States.

#962among Brand in United States#782in Business & Career

The average Sanrio fan in United States is 24.8 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Hello Kitty, Rilakkuma, Barbie, with strongest over-indexing on Hello Kitty (12.44× the country average).

Demographically, the Sanrio audience skews more female with an average age of 24.8, and over-indexes on personality traits such as Pet Ownership, Mindfulness.

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

The typical Sanrio fan in United States is more female, around 24.8 years old, with strong Pet Ownership tendencies and a notable affinity for Hello Kitty.

Category: Business & Career · 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 Sanrio profile in United States.

Audience size
3.4M
in United States
Gender
64.8%♀
35.2% male
Age
24.8
average years
Country rank
#9198
Brand in United States
Fig. 01

Search interest · 12-month trend

-22%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Sanrio

64.8% are female, 35.2% are male, average age 24.8.

Fig. 02

Gender split

64.8%
Female
35.2%
Male
Demographic split for Sanrio audience in United States
MetricValue
Female64.8%
Male35.2%
Average age24.8
Estimated audience size3,427,606
Fig. 03

Age distribution

Ø 24.8
average years
Age distribution of the Sanrio audience in United States
Age bracketShare%
16-1966%
20-2919%
30-398%
40-495%
50+2%
Fig. 04

Worldwide distribution

17.5%

of the worldwide Sanrio audience comes from United States.

Worldwide audience distribution share by country for Sanrio
CountryShare
Japan44.9%
United States17.5%
China3.2%
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 Sanrio audience in United States is strongest.

Fig. 05

Top regions by affinity

Sanrio customers by region in United States
#RegionReachAffinity×
01Hawaii~60K4.11×
02California~1M2.60×
03Nevada~60K1.86×
04Texas~500K1.58×
05Washington~100K1.52×
06Arizona~100K1.43×
07Oregon~50K1.29×
08Alaska~10K1.29×
09Virginia~90K1.12×
10Florida~300K1.11×
11New York~200K1.11×
12New Mexico~20K1.09×
13Illinois~100K1.07×
14Maryland~60K1.07×
15Georgia~100K1.05×
16North Carolina~100K0.99×
17New Jersey~90K0.99×
18Oklahoma~40K0.99×
19Utah~30K0.90×
20Minnesota~40K0.89×
21Colorado~50K0.88×
22Massachusetts~60K0.86×
23Indiana~60K0.86×
24New Hampshire~10K0.86×
25Rhode Island~9K0.85×
26Kansas~20K0.84×
27Louisiana~40K0.83×
28Tennessee~60K0.82×
29Connecticut~30K0.82×
30Nebraska~10K0.82×
31Pennsylvania~100K0.81×
32Kentucky~40K0.81×
33Alabama~40K0.80×
34Michigan~70K0.79×
35South Carolina~40K0.79×
36Arkansas~20K0.79×
37Delaware~8K0.79×
38Idaho~10K0.78×
39Missouri~40K0.76×
40Wisconsin~40K0.75×
41West Virginia~10K0.75×
42Ohio~80K0.74×
43Washington, District of Columbia~8K0.73×
44Mississippi~20K0.70×
45North Dakota~5K0.68×
46Iowa~20K0.67×
47South Dakota~5K0.65×
48Maine~7K0.60×
49Vermont~4K0.59×
50Montana~5K0.57×
Fig. 06

Affinity by region

Affinity by region — Sanrio, United States
0.57×1.00×4.11×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sanrio audience
#·InterestCategoryAffinity×
01RilakkumaLiterature29.43×
02Hello KittyKids & Family12.44×
03Shōjo mangaLiterature7.28×
04BTSMusic & Radio6.17×
05CutenessBeauty & Wellness5.22×
06BarbieMovies & TV4.99×
07Bath and BodyworksShopping4.42×
08TwitchGames4.34×
09NerdTechnology & Electronics3.69×
10Bad BunnyMusic & Radio3.58×
11Spirit HalloweenKids & Family3.42×
12K-popMusic & Radio3.24×
13KPop Demon HuntersMovies & TV3.12×
14Anime conventionLiterature3.12×
15Anime and manga fandomLiterature3.08×
16Fashion NovaShopping2.71×
17Harry PotterMovies & TV2.68×
18TikTokInternet & Social Media1.87×
19SpotifyInternet & Social Media1.64×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sanrio 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 Sanrio audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.38×
MindfulnessBALANCE1.28×
Luxury OrientationPREMIUM1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sanrio audience · Rather not
TraitClusterDeviationScore
Career OrientationPOWER0.55×
TraditionCONSERVATISM0.58×
Need for SecurityCONSERVATISM0.58×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Sanrio's target market in United States?

Sanrio's target market in United States covers an estimated 3,427,606 people, concentrated in California and Texas.

02

What is the gender split and age of Sanrio customers?

64.8% of the Sanrio audience are female, 35.2% are male, with an average age of 24.8 years.

03

Which brands do Sanrio fans like most?

Sanrio fans show strongest brand affinity for Hello Kitty (12.44×), Rilakkuma (29.43×), and Barbie (4.99×) over the country average.

04

Where do Sanrio fans live in United States?

Sanrio fans in United States are most concentrated in California (reach ~1M), Texas (reach ~500K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Sanrio fans also like?

Beyond Sanrio itself, the audience over-indexes on Rilakkuma (29.43×), Barbie (4.99×), Twitch (4.34×), and KPop Demon Hunters (3.12×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See Sanrio audiences in other countries

How to read this data

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