Rascasse Audience Intelligence

Swedish Fish Target Market in United States

A data profile of the people who buy, follow and care about Swedish Fish in United States — modelled from more than twelve digital signal sources. Swedish Fish has an estimated audience of 266,020 people in United States.

#183among Sweet in United States#5329among Brand in United States#2615in Food & Beverages

The average Swedish Fish fan in United States is 24.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Haribo, Confectionery, Candy, with strongest over-indexing on Haribo (87.59× the country average).

Demographically, the Swedish Fish audience skews more female with an average age of 24.9, and over-indexes on personality traits such as Convenience Orientation, Family Orientation.

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

The typical Swedish Fish fan in United States is more female, around 24.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Haribo.

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 Swedish Fish profile in United States.

Audience size
266K
in United States
Gender
60.7%♀
39.3% male
Age
24.9
average years
Country rank
#51324
Brand in United States
Fig. 01

Search interest · 12-month trend

+2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Swedish Fish

60.7% are female, 39.3% are male, average age 24.9.

Fig. 02

Gender split

60.7%
Female
39.3%
Male
Demographic split for Swedish Fish audience in United States
MetricValue
Female60.7%
Male39.3%
Average age24.9
Estimated audience size266,020
Fig. 03

Age distribution

Ø 24.9
average years
Age distribution of the Swedish Fish audience in United States
Age bracketShare%
16-1969%
20-2915%
30-397%
40-495%
50+3%
Fig. 04

Worldwide distribution

55.6%

of the worldwide Swedish Fish audience comes from United States.

Worldwide audience distribution share by country for Swedish Fish
CountryShare
United States55.6%
United Kingdom14.4%
Canada11.5%
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 Swedish Fish audience in United States is strongest.

Fig. 05

Top regions by affinity

Swedish Fish customers by region in United States
#RegionReachAffinity×
01Pennsylvania~10K1.53×
02Massachusetts~7K1.34×
03New Jersey~9K1.28×
04Delaware<1K1.16×
05Connecticut~3K1.14×
06Maine~1K1.14×
07New York~20K1.13×
08Utah~3K1.13×
09Rhode Island<1K1.13×
10New Hampshire~1K1.10×
11Ohio~9K1.08×
12Wisconsin~4K1.08×
13Minnesota~4K1.07×
14Illinois~9K1.05×
15Maryland~5K1.05×
16Hawaii~1K1.04×
17Michigan~7K1.03×
18Virginia~7K1.01×
19Missouri~4K1.01×
20South Dakota<1K1.01×
21Vermont<1K1.01×
22Indiana~5K1.00×
23Iowa~2K1.00×
24South Carolina~4K0.99×
25Texas~20K0.98×
26North Carolina~8K0.98×
27Washington~5K0.98×
28Nebraska~1K0.98×
29Idaho~1K0.98×
30Arkansas~2K0.97×
31North Dakota<1K0.97×
32Georgia~8K0.96×
33Kentucky~3K0.96×
34Kansas~2K0.96×
35West Virginia~1K0.96×
36Alaska<1K0.95×
37Oklahoma~3K0.94×
38Montana<1K0.94×
39Florida~20K0.93×
40California~30K0.91×
41Oregon~3K0.91×
42Louisiana~3K0.90×
43Washington, District of Columbia<1K0.90×
44Tennessee~5K0.88×
45Alabama~3K0.87×
46Arizona~5K0.85×
47Nevada~2K0.85×
48Mississippi~2K0.85×
49Colorado~3K0.80×
50New Mexico~1K0.76×
Fig. 06

Affinity by region

Affinity by region — Swedish Fish, United States
0.76×1.00×1.53×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Swedish Fish audience
#·InterestCategoryAffinity×
01Ritter SportFood & Beverages102.35×
02HariboFood & Beverages87.59×
03Kinder BuenoFood & Beverages43.09×
04MilkaFood & Beverages41.42×
05Michael SchumacherSports18.17×
06Ferrero RocherFood & Beverages15.65×
07ConfectioneryFood & Beverages11.06×
08CandyFood & Beverages8.88×
09Guardians of the Galaxy (film)Movies & TV6.31×
10Drop shippingShopping6.28×
11Family carCars & Mobility5.81×
12Chocolate brownieFood & Beverages5.66×
13Pizza HutFood & Beverages4.12×
14Anime and manga fandomLiterature4.12×
15Mobile gameGames3.64×
16Domino's PizzaFood & Beverages3.55×
17SubwayFood & Beverages3.51×
18PokémonGames3.34×
197-ElevenShopping2.81×
20McDonald'sFood & Beverages2.46×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Swedish Fish 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 Swedish Fish audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.39×
Family OrientationCONSERVATISM2.11×
Price SensitivityPREMIUM1.80×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Swedish Fish audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.76×
DIY MentalityTHRILL0.76×
CreativityOPEN0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Swedish Fish's target market in United States?

Swedish Fish's target market in United States covers an estimated 266,020 people, concentrated in California and Texas.

02

What is the gender split and age of Swedish Fish customers?

60.7% of the Swedish Fish audience are female, 39.3% are male, with an average age of 24.9 years.

03

Which brands do Swedish Fish fans like most?

Swedish Fish fans show strongest brand affinity for Haribo (87.59×), Confectionery (11.06×), and Candy (8.88×) over the country average.

04

Where do Swedish Fish fans live in United States?

Swedish Fish fans in United States are most concentrated in California (reach ~30K), Texas (reach ~20K), and Florida (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Swedish Fish fans also like?

Beyond Swedish Fish itself, the audience over-indexes on Confectionery (11.06×), Candy (8.88×), Ritter Sport (102.35×), and Pizza Hut (4.12×) 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 Swedish Fish audiences in other countries

How to read this data

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