Rascasse Audience Intelligence

skittles Target Market in United States

A data profile of the people who buy, follow and care about skittles in United States — modelled from more than twelve digital signal sources. skittles has an estimated audience of 942,838 people in United States.

#3among Chewing gum in United States#2527among Brand in United States#1374in Food & Beverages

The average skittles fan in United States is 27.3 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Buzz Aldrin, Laffy Taffy, Sara Gilbert, with strongest over-indexing on Buzz Aldrin (45.67× the country average).

Demographically, the skittles audience skews balanced with an average age of 27.3, and over-indexes on personality traits such as Individualism, Extroversion.

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

The typical skittles fan in United States is balanced, around 27.3 years old, with strong Individualism tendencies and a notable affinity for Buzz Aldrin.

Category: Food & Beverages · Type: Brand · Subtype: Chewing gum

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 skittles profile in United States.

Audience size
943K
in United States
Gender
51.2%♀
48.8% male
Age
27.3
average years
Country rank
#24615
Brand in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of skittles

51.2% are female, 48.8% are male, average age 27.3.

Fig. 02

Gender split

51.2%
Female
48.8%
Male
Demographic split for skittles audience in United States
MetricValue
Female51.2%
Male48.8%
Average age27.3
Estimated audience size942,838
Fig. 03

Age distribution

Ø 27.3
average years
Age distribution of the skittles audience in United States
Age bracketShare%
16-1954%
20-2923%
30-3911%
40-497%
50+4%
Fig. 04

Worldwide distribution

32.5%

of the worldwide skittles audience comes from United States.

Worldwide audience distribution share by country for skittles
CountryShare
United States32.5%
United Kingdom10.1%
Mexico7.1%
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 skittles audience in United States is strongest.

Fig. 05

Top regions by affinity

skittles customers by region in United States
#RegionReachAffinity×
01Texas~100K1.36×
02Georgia~40K1.33×
03Indiana~20K1.28×
04South Carolina~20K1.21×
05South Dakota~3K1.21×
06Nebraska~6K1.19×
07Kentucky~10K1.18×
08Connecticut~10K1.18×
09Arkansas~9K1.18×
10Louisiana~10K1.17×
11North Carolina~30K1.16×
12Mississippi~9K1.16×
13Ohio~30K1.14×
14Alabama~20K1.14×
15Illinois~40K1.13×
16Kansas~9K1.12×
17Virginia~30K1.10×
18Pennsylvania~40K1.09×
19Oklahoma~10K1.09×
20Missouri~20K1.07×
21Iowa~8K1.07×
22Minnesota~10K1.06×
23New Jersey~30K1.05×
24Michigan~30K1.04×
25Wisconsin~20K1.04×
26North Dakota~2K1.03×
27Utah~9K1.02×
28Maryland~20K1.01×
29Delaware~3K1.00×
30California~100K0.97×
31New York~50K0.96×
32Washington~20K0.95×
33Florida~60K0.93×
34Massachusetts~20K0.93×
35Tennessee~20K0.92×
36Idaho~4K0.92×
37Arizona~20K0.89×
38West Virginia~4K0.89×
39Hawaii~4K0.88×
40Oregon~9K0.86×
41Nevada~8K0.86×
42New Mexico~4K0.84×
43Rhode Island~3K0.83×
44Alaska~2K0.82×
45Maine~3K0.80×
46Colorado~10K0.78×
47Montana~2K0.77×
48New Hampshire~3K0.75×
49Vermont~1K0.74×
50Washington, District of Columbia~2K0.67×
Fig. 06

Affinity by region

Affinity by region — skittles, United States
0.67×1.00×1.36×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for skittles audience
#·InterestCategoryAffinity×
01Washburn UniversityBusiness & Career147.23×
02Laffy TaffyFood & Beverages107.01×
03Real Time (Italy)Movies & TV80.58×
04Reese's Puffs CerealFood & Beverages78.32×
05Skip-BoGames78.32×
06Sara GilbertMovies & TV52.50×
07Buzz AldrinLiterature45.67×
08AirheadsMovies & TV42.07×
09TrolliFood & Beverages41.86×
10Sour Patch KidsFood & Beverages41.75×
11Showcase CinemasMovies & TV41.09×
12Cool WhipFood & Beverages39.97×
13Katie Lee (food critic)Food & Beverages35.96×
14Jack WhitehallMovies & TV29.92×
15Gene SimmonsMusic & Radio26.23×
16SmartsheetTechnology & Electronics19.39×
17Legally BlondeMovies & TV15.83×
18See's CandiesShopping13.97×
19Restaurant DepotFood & Beverages10.18×
20Gummi candyFood & Beverages10.07×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the skittles 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 skittles audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.09×
ExtroversionTHRILL1.06×
MindfulnessBALANCE1.00×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by skittles audience · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.59×
Need for SecurityCONSERVATISM0.60×
TravellingTHRILL0.65×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is skittles's target market in United States?

skittles's target market in United States covers an estimated 942,838 people, concentrated in Texas and California.

02

What is the gender split and age of skittles customers?

51.2% of the skittles audience are female, 48.8% are male, with an average age of 27.3 years.

03

Which brands do skittles fans like most?

skittles fans show strongest brand affinity for Buzz Aldrin (45.67×), Laffy Taffy (107.01×), and Sara Gilbert (52.5×) over the country average.

04

Where do skittles fans live in United States?

skittles 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 skittles fans also like?

Beyond skittles itself, the audience over-indexes on Laffy Taffy (107.01×), Sara Gilbert (52.5×), Washburn University (147.23×), and Sour Patch Kids (41.75×) compared to the United States average.

Appendix

Explore more audiences

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

More Chewing gum audiences in United States

See skittles audiences in other countries

How to read this data

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