Rascasse Audience Intelligence

Starburst Target Market in United States

A data profile of the people who buy, follow and care about Starburst in United States — modelled from more than twelve digital signal sources. Starburst has an estimated audience of 521,797 people in United States.

#129among Sweet in United States#3666among Brand in United States#1906in Food & Beverages

The average Starburst fan in United States is 27.2 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Hershey bar, Monsters, Megamind, with strongest over-indexing on Hershey bar (74.28× the country average).

Demographically, the Starburst audience skews more female with an average age of 27.2, and over-indexes on personality traits such as Convenience Orientation, Indulgence.

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

The typical Starburst fan in United States is more female, around 27.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Hershey bar.

Category: Food & Beverages · Type: Brand · 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 Starburst profile in United States.

Audience size
522K
in United States
Gender
58.3%♀
41.7% male
Age
27.2
average years
Country rank
#35723
Brand in United States
Fig. 01

Search interest · 12-month trend

+6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Starburst

58.3% are female, 41.7% are male, average age 27.2.

Fig. 02

Gender split

58.3%
Female
41.7%
Male
Demographic split for Starburst audience in United States
MetricValue
Female58.3%
Male41.7%
Average age27.2
Estimated audience size521,797
Fig. 03

Age distribution

Ø 27.2
average years
Age distribution of the Starburst audience in United States
Age bracketShare%
16-1957%
20-2920%
30-3911%
40-498%
50+5%
Fig. 04

Worldwide distribution

50.5%

of the worldwide Starburst audience comes from United States.

Worldwide audience distribution share by country for Starburst
CountryShare
United States50.5%
United Kingdom6.9%
Canada5.4%
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 Starburst audience in United States is strongest.

Fig. 05

Top regions by affinity

Starburst customers by region in United States
#RegionReachAffinity×
01Texas~60K1.51×
02Georgia~20K1.20×
03Massachusetts~10K1.20×
04Louisiana~7K1.19×
05California~60K1.17×
06Virginia~10K1.13×
07Illinois~20K1.12×
08New Jersey~10K1.10×
09Mississippi~4K1.10×
10Arkansas~4K1.09×
11New York~30K1.08×
12Kansas~4K1.08×
13Nebraska~3K1.08×
14Maryland~9K1.07×
15Oklahoma~6K1.07×
16North Carolina~20K1.06×
17Missouri~8K1.06×
18Alabama~7K1.06×
19Utah~5K1.06×
20Florida~30K1.05×
21Indiana~9K1.05×
22South Carolina~7K1.04×
23Connecticut~5K1.04×
24Iowa~4K1.04×
25Ohio~20K1.03×
26Minnesota~7K1.03×
27Pennsylvania~20K1.01×
28Washington, District of Columbia~1K1.01×
29Arizona~10K1.00×
30Kentucky~6K1.00×
31Oregon~5K1.00×
32Nevada~5K1.00×
33South Dakota~1K1.00×
34Michigan~10K0.99×
35Delaware~1K0.99×
36Washington~9K0.98×
37Rhode Island~1K0.97×
38Wisconsin~7K0.96×
39Tennessee~9K0.94×
40Idaho~2K0.90×
41North Dakota<1K0.90×
42Colorado~7K0.89×
43New Hampshire~2K0.88×
44New Mexico~2K0.87×
45West Virginia~2K0.87×
46Hawaii~2K0.83×
47Alaska<1K0.83×
48Maine~1K0.82×
49Vermont<1K0.80×
50Montana<1K0.75×
Fig. 06

Affinity by region

Affinity by region — Starburst, United States
0.75×1.00×1.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Starburst audience
#·InterestCategoryAffinity×
01Hershey barFood & Beverages74.28×
02Ritter SportFood & Beverages56.34×
03Kinder BuenoFood & Beverages29.13×
04MegamindMovies & TV20.00×
05Meet the RobinsonsMovies & TV20.00×
06Finding NemoMovies & TV17.66×
07MonstersMovies & TV15.67×
08Kung Fu PandaMovies & TV15.47×
09Snack barFood & Beverages12.80×
10ShrekMovies & TV12.62×
11Chewing gumFood & Beverages10.23×
12AllstateBusiness & Career7.48×
13Chocolate cakeFood & Beverages6.74×
14Kyle BuschSports5.13×
15AutoZoneCars & Mobility4.74×
16Pizza HutFood & Beverages4.48×
17SubwayFood & Beverages3.91×
18Scooby-DooMovies & TV3.86×
19CandyFood & Beverages3.78×
20Domino's PizzaFood & Beverages3.06×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Starburst 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 Starburst audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.95×
IndulgenceJOY1.30×
Pet OwnershipJOY1.26×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Starburst audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.60×
TravellingTHRILL0.70×
Need for SecurityCONSERVATISM0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Starburst's target market in United States?

Starburst's target market in United States covers an estimated 521,797 people, concentrated in Texas and California.

02

What is the gender split and age of Starburst customers?

58.3% of the Starburst audience are female, 41.7% are male, with an average age of 27.2 years.

03

Which brands do Starburst fans like most?

Starburst fans show strongest brand affinity for Hershey bar (74.28×), Monsters (15.67×), and Megamind (20×) over the country average.

04

Where do Starburst fans live in United States?

Starburst fans in United States are most concentrated in Texas (reach ~60K), California (reach ~60K), and Florida (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Starburst fans also like?

Beyond Starburst itself, the audience over-indexes on Monsters (15.67×), Megamind (20×), AutoZone (4.74×), and Pizza Hut (4.48×) 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 Starburst audiences in other countries

How to read this data

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