Rascasse Audience Intelligence

Mars Target Market in United States

Mars has an estimated audience of 4.6M people in United States.

#2among Chocolate & cookies in United States
#783among brands in United States#476in Food & Beverages

The average Mars fan in United States is 42.2 years old, more female, and lives primarily in California.

By number of fans, Mars ranks #2 among the 56 objects in Chocolate & cookies in United States — 26.2× the group median.

Its fans are 7.7 years older than the group average of 34.5.

Women make up 65.4% of the fan base, 3.3 percentage points more than the group average.

Compared with the other 55 objects in Chocolate & cookies, Mars fans stand out for their interest in Drink mix, Dog agility and Specialty coffee.

Most fans live in California, Texas, Florida.

Top affinities include Drink mix, Dog agility, Specialty coffee, with strongest over-indexing on Drink mix (16.8× the country average).

Demographically, the Mars audience skews more female with an average age of 42.2, and over-indexes on personality traits such as Pet Ownership, Sustainability.

The typical Mars fan in United States is more female, around 42.2 years old, with strong Pet Ownership tendencies and a notable affinity for Drink mix.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
4.6M
in United States
Gender
65.4%♀
34.6% male
Age
42.2
average years
Country rank
#7033
among all objects in United States
Fig. 01

Search interest · 12-month trend

+47%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Mars

65.4% are female, 34.6% are male, average age 42.2.

Fig. 02

Gender split

65.4%
Female
34.6%
Male
Demographic split for Mars audience in United States
MetricValue
Female65.4%
Male34.6%
Average age42.2
Estimated audience size4.6M
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Mars audience in United States
Age bracketShare%
16-2415%
25-3418%
35-4418%
45-5423%
55+26%
Fig. 04

Worldwide distribution

26.9%

of the worldwide Mars audience comes from United States.

Worldwide audience distribution share by country for Mars
CountryShare
United States26.9%
United Kingdom7.3%
Japan5.9%
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

Fig. 05

Top regions by affinity

Mars customers by region in United States
#RegionReachAffinity×
01Arizona~100K1.30×
02Alabama~90K1.22×
03Pennsylvania~200K1.18×
04Texas~400K1.17×
05Alaska~10K1.16×
06Arkansas~50K1.15×
07Georgia~200K1.12×
08Washington~100K1.11×
09Virginia~100K1.10×
10West Virginia~30K1.10×
11North Dakota~10K1.10×
12California~600K1.09×
13Mississippi~40K1.09×
14Tennessee~100K1.08×
15Kansas~40K1.08×
16Montana~20K1.08×
17Missouri~90K1.07×
18Illinois~200K1.06×
19Utah~50K1.05×
20Oregon~60K1.02×
21Oklahoma~60K1.02×
22Ohio~200K1.01×
23North Carolina~200K1.01×
24Indiana~90K1.01×
25Kentucky~60K1.01×
26New Mexico~30K1.01×
27Florida~300K1.00×
28Nevada~50K1.00×
29Nebraska~30K0.99×
30New Jersey~100K0.98×
31Minnesota~80K0.98×
32Connecticut~50K0.98×
33South Carolina~70K0.97×
34Massachusetts~90K0.96×
35Idaho~20K0.96×
36New York~300K0.95×
37Michigan~100K0.95×
38Maryland~80K0.94×
39Louisiana~60K0.93×
40South Dakota~10K0.91×
41Wisconsin~70K0.90×
42Iowa~40K0.90×
43Hawaii~20K0.90×
44New Hampshire~20K0.90×
45Colorado~70K0.89×
46Maine~20K0.88×
47Rhode Island~10K0.84×
48Washington, District of Columbia~8K0.83×
49Delaware~10K0.80×
50Vermont~7K0.76×
Fig. 06

Affinity by region

Affinity by region — Mars, United States
0.76×1.00×1.30×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Mars audience vs. the country average
#·InterestCategoryAffinity×
01Drink mixFood & Beverages16.80×
02Dog agilityPets & Animals10.91×
03Specialty coffeeFood & Beverages6.56×
04Pet sittingPets & Animals5.57×
05PetSmartShopping5.47×
06Dog trainingPets & Animals4.25×
07Pet storePets & Animals3.44×
08Pet foodPets & Animals2.79×
09LivestockPets & Animals2.73×
10Art exhibitionArts & Culture2.71×
11Wendy'sFood & Beverages2.67×
12Animal rightsPolitics & Society2.51×
13Staples (Canada)Business & Career2.29×
14Do it yourself (DIY)Home & Garden2.09×
15BiologyHealth2.09×
16Personal careHealth1.88×
17SupermanMovies & TV1.80×
18Harry PotterMovies & TV1.61×
19Hobby LobbyHome & Garden1.56×
20NatureHome & Garden1.54×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Mars audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Mars audience vs. the country average · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY2.25×
SustainabilityBALANCE1.55×
Community OrientationOPEN1.54×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Mars audience vs. the country average · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.80×
Social Media UsageJOY0.84×
SpiritualityBALANCE1.00×
0×1.00× baseline2×
Appendix

Explore more audiences

More Chocolate & cookies audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Mars over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/mars-1464” · Methodology