Rascasse Audience Intelligence

S'more Audience in United States

A data profile of the people who buy, follow and care about S'more in United States — modelled from more than twelve digital signal sources. S'more has an estimated audience of 1,915,993 people in United States.

#59among Sweet in United States#6466among Topic in United States#893in Food & Beverages

The average S'more fan in United States is 40.3 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Cold Stone Creamery, Waffle House, Pizza Hut, with strongest over-indexing on Cold Stone Creamery (9.25× the country average).

Demographically, the S'more audience skews more female with an average age of 40.3, and over-indexes on personality traits such as Patriotism, Travelling.

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

The typical S'more fan in United States is more female, around 40.3 years old, with strong Patriotism tendencies and a notable affinity for Cold Stone Creamery.

Category: Food & Beverages · Type: Topic · 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 S'more profile in United States.

Audience size
1.9M
in United States
Gender
67.3%♀
32.7% male
Age
40.3
average years
Country rank
#14730
Topic in United States
Fig. 01

Search interest · 12-month trend

+257%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of S'more fans

67.3% are female, 32.7% are male, average age 40.3.

Fig. 02

Gender split

67.3%
Female
32.7%
Male
Demographic split for S'more audience in United States
MetricValue
Female67.3%
Male32.7%
Average age40.3
Estimated audience size1,915,993
Fig. 03

Age distribution

Ø 40.3
average years
Age distribution of the S'more audience in United States
Age bracketShare%
16-1920%
20-2917%
30-3918%
40-4922%
50+24%
Fig. 04

Worldwide distribution

66.2%

of the worldwide S'more audience comes from United States.

Worldwide audience distribution share by country for S'more
CountryShare
United States66.2%
Japan9.7%
Canada5.7%
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 S'more audience in United States is strongest.

Fig. 05

Top regions by affinity

S'more fans by region: top regions in United States
#RegionReachAffinity×
01Georgia~80K1.27×
02Arkansas~20K1.19×
03Mississippi~20K1.18×
04New Jersey~60K1.16×
05Texas~200K1.14×
06Louisiana~30K1.13×
07New York~100K1.12×
08North Carolina~60K1.11×
09Virginia~50K1.11×
10Washington~40K1.08×
11Alaska~4K1.08×
12Illinois~70K1.07×
13Michigan~50K1.07×
14South Carolina~30K1.07×
15Alabama~30K1.07×
16Oklahoma~20K1.07×
17Maryland~30K1.06×
18Indiana~40K1.04×
19Kansas~20K1.04×
20Idaho~10K1.04×
21Ohio~60K1.03×
22Utah~20K1.03×
23Missouri~30K1.01×
24California~200K1.00×
25Wisconsin~30K1.00×
26South Dakota~4K1.00×
27Connecticut~20K0.99×
28Tennessee~40K0.98×
29Kentucky~20K0.98×
30Iowa~20K0.98×
31Wyoming~3K0.98×
32Pennsylvania~60K0.97×
33Maine~7K0.97×
34Delaware~5K0.97×
35Nebraska~9K0.96×
36Rhode Island~6K0.96×
37North Dakota~4K0.96×
38Vermont~3K0.96×
39Minnesota~30K0.95×
40West Virginia~8K0.95×
41Montana~5K0.95×
42Massachusetts~40K0.94×
43New Hampshire~7K0.94×
44Washington, District of Columbia~5K0.94×
45Oregon~20K0.92×
46New Mexico~9K0.91×
47Colorado~30K0.89×
48Arizona~30K0.88×
49Nevada~20K0.88×
50Florida~100K0.85×
Fig. 06

Affinity by region

Affinity by region — S'more, United States
0.85×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for S'more audience
#·InterestCategoryAffinity×
01Cold Stone CreameryFood & Beverages9.25×
02MarshmallowFood & Beverages6.33×
03Waffle HouseFood & Beverages4.82×
04Non-alcoholic beverageFood & Beverages3.01×
05Dairy QueenFood & Beverages2.42×
06Microwave ovenHome & Garden2.13×
07Real propertyHome & Garden2.10×
08IHOPFood & Beverages1.91×
09Britney SpearsMusic & Radio1.83×
10Five BelowShopping1.80×
11Raising Cane's Chicken FingersFood & Beverages1.74×
12Buffalo Wild WingsFood & Beverages1.73×
13BakeryFood & Beverages1.70×
14Pizza HutFood & Beverages1.69×
15The UPS StoreShopping1.63×
16Trader Joe'sShopping1.58×
17Panda ExpressFood & Beverages1.55×
18Snack foodFood & Beverages1.54×
19GeneticsKids & Family1.53×
20BreakfastFood & Beverages1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the S'more 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 S'more audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.38×
TravellingTHRILL1.37×
Community OrientationOPEN1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by S'more audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.75×
Pet OwnershipJOY0.76×
Social Media UsageJOY0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does S'more have in United States?

S'more has an estimated audience of 1,915,993 people in United States, concentrated in California and Texas.

02

What is the gender split and age of S'more fans?

67.3% of S'more fans are female, 32.7% are male, with an average age of 40.3 years.

03

Which brands do S'more fans like most?

S'more fans show strongest brand affinity for Cold Stone Creamery (9.25×), Waffle House (4.82×), and Pizza Hut (1.69×) over the country average.

04

Where do S'more fans live in United States?

S'more fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and New York (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do S'more fans also like?

Beyond S'more itself, the audience over-indexes on Waffle House (4.82×), Pizza Hut (1.69×), Non-alcoholic beverage (3.01×), and Trader Joe's (1.58×) 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 S'more audiences in other countries

How to read this data

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