Rascasse Audience Intelligence

Wheat Thins Target Market in United States

A data profile of the people who buy, follow and care about Wheat Thins in United States — modelled from more than twelve digital signal sources. Wheat Thins has an estimated audience of 344,131 people in United States.

#4653among Brand in United States#2348in Food & Beverages

The average Wheat Thins fan in United States is 39.2 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Restraining Order, Goldfish (snack), Sargento Cheese, with strongest over-indexing on Restraining Order (78.07× the country average).

Demographically, the Wheat Thins audience skews balanced with an average age of 39.2, and over-indexes on personality traits such as Convenience Orientation, Tradition.

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

The typical Wheat Thins fan in United States is balanced, around 39.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Restraining Order.

Category: Food & Beverages · Type: Brand

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 Wheat Thins profile in United States.

Audience size
344K
in United States
Gender
49.0%♀
51.0% male
Age
39.2
average years
Country rank
#45016
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 Wheat Thins

49.0% are female, 51.0% are male, average age 39.2.

Fig. 02

Gender split

49.0%
Female
51.0%
Male
Demographic split for Wheat Thins audience in United States
MetricValue
Female49.0%
Male51.0%
Average age39.2
Estimated audience size344,131
Fig. 03

Age distribution

Ø 39.2
average years
Age distribution of the Wheat Thins audience in United States
Age bracketShare%
16-1911%
20-2924%
30-3928%
40-4926%
50+11%
Fig. 04

Worldwide distribution

67.3%

of the worldwide Wheat Thins audience comes from United States.

Worldwide audience distribution share by country for Wheat Thins
CountryShare
United States67.3%
India10.0%
United Kingdom3.4%
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 Wheat Thins audience in United States is strongest.

Fig. 05

Top regions by affinity

Wheat Thins customers by region in United States
#RegionReachAffinity×
01Massachusetts~8K1.20×
02Utah~4K1.20×
03Iowa~3K1.20×
04Oregon~4K1.15×
05Connecticut~4K1.13×
06Washington~8K1.12×
07Kansas~3K1.11×
08Nebraska~2K1.11×
09Louisiana~5K1.10×
10Maine~1K1.10×
11Minnesota~5K1.09×
12Arizona~7K1.08×
13New Hampshire~1K1.08×
14Wisconsin~5K1.07×
15Rhode Island~1K1.07×
16Missouri~6K1.05×
17Mississippi~3K1.04×
18Hawaii~2K1.04×
19South Dakota<1K1.04×
20Michigan~9K1.03×
21Indiana~6K1.03×
22Idaho~2K1.02×
23Delaware<1K1.02×
24Alaska<1K1.02×
25North Dakota<1K1.02×
26California~40K1.01×
27Alabama~5K1.01×
28North Carolina~10K1.00×
29Arkansas~3K1.00×
30Virginia~8K0.98×
31Vermont<1K0.97×
32New Jersey~8K0.96×
33Oklahoma~4K0.95×
34Georgia~10K0.94×
35Ohio~10K0.94×
36Kentucky~4K0.94×
37Texas~30K0.93×
38Pennsylvania~10K0.93×
39Tennessee~6K0.93×
40Nevada~3K0.93×
41Illinois~10K0.92×
42New York~20K0.91×
43South Carolina~5K0.91×
44Maryland~5K0.90×
45West Virginia~1K0.90×
46Montana<1K0.90×
47Colorado~4K0.84×
48Florida~20K0.83×
49New Mexico~1K0.83×
50Washington, District of Columbia<1K0.83×
Fig. 06

Affinity by region

Affinity by region — Wheat Thins, United States
0.83×1.00×1.20×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Wheat Thins audience
#·InterestCategoryAffinity×
01Candy ClubFood & Beverages124.81×
02Sargento CheeseBrand107.68×
03Restraining OrderMusic & Radio78.07×
04SpeedwayCars & Mobility78.07×
05University of MelbourneBusiness & Career58.55×
06Cracker JackFood & Beverages56.38×
07Goldfish (snack)Brand48.68×
08VelveetaFood & Beverages47.38×
09Toaster StrudelFood & Beverages45.32×
10Productivity softwareBusiness & Career25.65×
11Ritz CrackersFood & Beverages24.70×
12Fruit saladFood & Beverages18.56×
13Cracker (food)Food & Beverages14.21×
14Snack mixFood & Beverages13.02×
15Almond milkFood & Beverages12.86×
16Dried fruitFood & Beverages11.00×
17LA FitnessSports4.44×
18Google DriveTechnology & Electronics3.85×
19GmailInternet & Social Media3.69×
20Google DocsInternet & Social Media3.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Wheat Thins 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 Wheat Thins audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM4.57×
TraditionCONSERVATISM1.32×
IndulgenceJOY1.24×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Wheat Thins audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.87×
Quality AwarenessPREMIUM0.89×
CreativityOPEN0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Wheat Thins's target market in United States?

Wheat Thins's target market in United States covers an estimated 344,131 people, concentrated in California and Texas.

02

What is the gender split and age of Wheat Thins customers?

49.0% of the Wheat Thins audience are female, 51.0% are male, with an average age of 39.2 years.

03

Which brands do Wheat Thins fans like most?

Wheat Thins fans show strongest brand affinity for Restraining Order (78.07×), Goldfish (snack) (48.68×), and Sargento Cheese (107.68×) over the country average.

04

Where do Wheat Thins fans live in United States?

Wheat Thins fans in United States are most concentrated in California (reach ~40K), Texas (reach ~30K), and Florida (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Wheat Thins fans also like?

Beyond Wheat Thins itself, the audience over-indexes on Goldfish (snack) (48.68×), Sargento Cheese (107.68×), Speedway (78.07×), and Candy Club (124.81×) compared to the United States average.

Appendix

Explore more audiences

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

More Food & Beverages audiences in United States

See Wheat Thins audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →