Rascasse Audience Intelligence

Walmart Target Market in United States

Walmart has an estimated audience of 95M people in United States.

#1among Supermarket in United States#1among brands in United States#4in Shopping

The average Walmart fan in United States is 42.9 years old, more female, and lives primarily in California.

By number of fans, Walmart ranks #1 among the 221 objects in Supermarket in United States — 68.6× the group median.

Its fans are 3.7 years older than the group average of 39.2.

Women make up 60.1% of the fan base, 2.7 percentage points fewer than the group average.

Compared with the other 220 objects in Supermarket, Walmart fans stand out for their interest in Home Alone (franchise), Bob Evans (musician) and Savannah Guthrie.

Most fans live in California, Texas, Florida.

Top affinities include Home Alone (franchise), Bob Evans (musician), Savannah Guthrie, with strongest over-indexing on Home Alone (franchise) (2.95× the country average).

Demographically, the Walmart audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Need for Security.

The typical Walmart fan in United States is more female, around 42.9 years old, with strong Need for Security tendencies and a notable affinity for Home Alone (franchise).

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
95M
in United States
Gender
60.1%♀
39.9% male
Age
42.9
average years
Country rank
#82
among all objects in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Walmart

60.1% are female, 39.9% are male, average age 42.9.

Fig. 02

Gender split

60.1%
Female
39.9%
Male
Demographic split for Walmart audience in United States
MetricValue
Female60.1%
Male39.9%
Average age42.9
Estimated audience size95M
Fig. 03

Age distribution

Ø 42.9
average years
Age distribution of the Walmart audience in United States
Age bracketShare%
16-2414%
25-3417%
35-4420%
45-5422%
55+27%
Fig. 04

Worldwide distribution

58.2%

of the worldwide Walmart audience comes from United States.

Worldwide audience distribution share by country for Walmart
CountryShare
United States58.2%
Canada5.5%
Mexico5.5%
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

Fig. 05

Top regions by affinity

Walmart customers by region in United States
#RegionReachAffinity×
01Arkansas~1M1.42×
02Mississippi~1M1.35×
03West Virginia~700K1.34×
04Louisiana~1.5M1.27×
05Hawaii~500K1.23×
06Alabama~1.5M1.22×
07Kentucky~1.5M1.22×
08Oklahoma~1.5M1.22×
09Kansas~1M1.21×
10Tennessee~2.5M1.17×
11New Mexico~700K1.16×
12Missouri~2M1.14×
13South Dakota~300K1.14×
14South Carolina~1.5M1.11×
15Iowa~1M1.10×
16Maine~400K1.10×
17North Dakota~200K1.10×
18Wyoming~200K1.10×
19Florida~6.5M1.09×
20Nebraska~600K1.08×
21North Carolina~3.5M1.05×
22Texas~6.5M1.04×
23Indiana~2M1.04×
24Georgia~3.5M1.03×
25Rhode Island~300K1.03×
26Wisconsin~1.5M1.02×
27Pennsylvania~3.5M0.99×
28New Hampshire~400K0.99×
29Ohio~3.5M0.98×
30Arizona~2M0.97×
31Vermont~200K0.97×
32Delaware~300K0.96×
33Nevada~900K0.95×
34Connecticut~1M0.94×
35Idaho~500K0.93×
36Utah~800K0.90×
37Montana~300K0.90×
38Illinois~3M0.88×
39Virginia~2M0.88×
40Maryland~1.5M0.87×
41Michigan~2.5M0.85×
42New Jersey~2M0.85×
43Colorado~1.5M0.85×
44Minnesota~1.5M0.83×
45Massachusetts~1.5M0.73×
46California~8M0.72×
47Oregon~900K0.71×
48Washington~1.5M0.69×
49New York~4M0.66×
50Alaska~100K0.66×
Fig. 06

Affinity by region

Affinity by region — Walmart, United States
0.66×1.00×1.42×
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 Walmart audience vs. the country average
#·InterestCategoryAffinity×
01Home Alone (franchise)Movies & TV2.95×
02Bob Evans (musician)Music & Radio2.60×
03Savannah GuthrieMovies & TV2.57×
04Love's Travel Stops & Country StoresShopping2.53×
05LabCorpHealth2.38×
06Google ImagesInternet & Social Media2.36×
07JellyRollMusic & Radio2.25×
08Purchase discountShopping2.25×
09Public StorageBusiness & Career2.14×
10AritziaFashion & Accessoires2.13×
11Google NewsNews2.05×
12Ana de ArmasMovies & TV2.00×
13Google CalendarInternet & Social Media1.81×
14ParisTravel & Leisure1.74×
15Micro CenterShopping1.69×
16Google DriveTechnology & Electronics1.65×
17Scooby-DooMovies & TV1.62×
18Quest DiagnosticsHealth1.58×
19BeyinHealth1.55×
20Creator deityPolitics & Society1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Walmart audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Walmart audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.17×
Quality AwarenessPREMIUM0.98×
Price SensitivityPREMIUM0.96×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Walmart audience vs. the country average · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.57×
Risk AppetiteTHRILL0.60×
Early Adopter MentalityPOWER0.64×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in United States

See Walmart audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Walmart 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/walmart-15616” · Methodology