Rascasse Audience Intelligence

Snickers Target Market in United States

A data profile of the people who buy, follow and care about Snickers in United States — modelled from more than twelve digital signal sources. Snickers has an estimated audience of 2,116,664 people in United States.

#8among Chocolate & cookies in United States#1396among Brand in United States#829in Food & Beverages

The average Snickers fan in United States is 35.9 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Kelly Olynyk, Celebrations, Circle K, with strongest over-indexing on Kelly Olynyk (54.93× the country average).

Demographically, the Snickers audience skews balanced with an average age of 35.9, and over-indexes on personality traits such as Convenience Orientation, Need for Security.

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

The typical Snickers fan in United States is balanced, around 35.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Kelly Olynyk.

Category: Food & Beverages · Type: Brand · Subtype: Chocolate & cookies

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 Snickers profile in United States.

Audience size
2.1M
in United States
Gender
54.2%♀
45.8% male
Age
35.9
average years
Country rank
#13629
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 Snickers

54.2% are female, 45.8% are male, average age 35.9.

Fig. 02

Gender split

54.2%
Female
45.8%
Male
Demographic split for Snickers audience in United States
MetricValue
Female54.2%
Male45.8%
Average age35.9
Estimated audience size2,116,664
Fig. 03

Age distribution

Ø 35.9
average years
Age distribution of the Snickers audience in United States
Age bracketShare%
16-1929%
20-2921%
30-3918%
40-4916%
50+16%
Fig. 04

Worldwide distribution

18.9%

of the worldwide Snickers audience comes from United States.

Worldwide audience distribution share by country for Snickers
CountryShare
United States18.9%
Brazil12.5%
Mexico5.0%
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 Snickers audience in United States is strongest.

Fig. 05

Top regions by affinity

Snickers customers by region in United States
#RegionReachAffinity×
01Texas~300K1.41×
02Mississippi~20K1.33×
03Georgia~80K1.28×
04Louisiana~30K1.23×
05Nebraska~10K1.21×
06Arkansas~20K1.19×
07Minnesota~40K1.17×
08Illinois~80K1.15×
09California~300K1.13×
10Virginia~60K1.12×
11Alabama~30K1.12×
12Florida~200K1.11×
13North Carolina~70K1.10×
14Kansas~20K1.10×
15Indiana~40K1.08×
16Oklahoma~30K1.08×
17New York~100K1.07×
18Maryland~40K1.07×
19New Jersey~60K1.05×
20Nevada~20K1.05×
21South Carolina~30K1.04×
22Kentucky~30K1.04×
23Iowa~20K1.04×
24Missouri~40K1.03×
25South Dakota~5K1.03×
26Ohio~70K1.02×
27Arizona~40K1.02×
28Utah~20K1.02×
29New Mexico~10K1.02×
30Pennsylvania~70K1.00×
31Michigan~60K1.00×
32North Dakota~4K0.98×
33Connecticut~20K0.97×
34Tennessee~40K0.96×
35Delaware~6K0.96×
36Idaho~10K0.92×
37Hawaii~8K0.92×
38Washington~40K0.91×
39Massachusetts~40K0.91×
40Wisconsin~30K0.91×
41Washington, District of Columbia~6K0.91×
42Rhode Island~6K0.88×
43West Virginia~8K0.87×
44Oregon~20K0.86×
45Alaska~4K0.83×
46Colorado~30K0.78×
47New Hampshire~6K0.73×
48Montana~4K0.72×
49Maine~5K0.71×
50Vermont~3K0.71×
Fig. 06

Affinity by region

Affinity by region — Snickers, United States
0.71×1.00×1.41×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Snickers audience
#·InterestCategoryAffinity×
01Kelly OlynykSports54.93×
02CelebrationsFood & Beverages28.23×
03Circle KShopping5.52×
04IHOPFood & Beverages3.82×
05Dick Van DykeMovies & TV3.78×
06Creative CommonsTechnology & Electronics3.61×
07Little CaesarsFood & Beverages3.50×
08Panda ExpressFood & Beverages3.36×
09Pizza HutFood & Beverages3.30×
10Rob ReinerMovies & TV3.22×
11Concurrent Versions SystemTechnology & Electronics2.98×
12DirecTVMovies & TV2.92×
13Dollar GeneralShopping2.70×
14FriendshipKids & Family2.62×
15Taco BellFood & Beverages2.61×
16TelevisionsTechnology & Electronics2.20×
17Video gamesGames1.90×
18United StatesTravel & Leisure1.78×
19Food and drinkFood & Beverages1.63×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Snickers 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 Snickers audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.64×
Need for SecurityCONSERVATISM1.57×
Family OrientationCONSERVATISM1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Snickers audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.73×
SustainabilityBALANCE0.76×
Quality AwarenessPREMIUM0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Snickers's target market in United States?

Snickers's target market in United States covers an estimated 2,116,664 people, concentrated in California and Texas.

02

What is the gender split and age of Snickers customers?

54.2% of the Snickers audience are female, 45.8% are male, with an average age of 35.9 years.

03

Which brands do Snickers fans like most?

Snickers fans show strongest brand affinity for Kelly Olynyk (54.93×), Celebrations (28.23×), and Circle K (5.52×) over the country average.

04

Where do Snickers fans live in United States?

Snickers fans in United States are most concentrated in California (reach ~300K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Snickers fans also like?

Beyond Snickers itself, the audience over-indexes on Celebrations (28.23×), Circle K (5.52×), Pizza Hut (3.3×), and Televisions (2.2×) compared to the United States average.

Appendix

Explore more audiences

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

More Chocolate & cookies audiences in United States

See Snickers audiences in other countries

How to read this data

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