Rascasse Audience Intelligence

skittles Target Market in United States

skittles has an estimated audience of 943K people in United States.

#3among Chewing gum in United States
#2707among brands in United States#1392in Food & Beverages

The average skittles fan in United States is 28.1 years old, balanced, and lives primarily in California.

By number of fans, skittles ranks #3 among the 11 objects in Chewing gum in United States — 2.5× the group median.

Its fans are 4.9 years younger than the group average of 33.0.

Women make up 51.2% of the fan base, 8.1 percentage points fewer than the group average.

Compared with the other 10 objects in Chewing gum, skittles fans stand out for their interest in Washburn University, Laffy Taffy and Real Time (Italy).

Most fans live in California, Texas, Florida.

Top affinities include Washburn University, Laffy Taffy, Real Time (Italy), with strongest over-indexing on Washburn University (147.23× the country average).

Demographically, the skittles audience skews balanced with an average age of 28.1, and over-indexes on personality traits such as Individualism, Extroversion.

The typical skittles fan in United States is balanced, around 28.1 years old, with strong Individualism tendencies and a notable affinity for Washburn University.

Category: Food & Beverages · Type: Brand · Subtype: Chewing gum

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
943K
in United States
Gender
51.2%♀
48.8% male
Age
28.1
average years
Country rank
#24580
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 skittles

51.2% are female, 48.8% are male, average age 28.1.

Fig. 02

Gender split

51.2%
Female
48.8%
Male
Demographic split for skittles audience in United States
MetricValue
Female51.2%
Male48.8%
Average age28.1
Estimated audience size943K
Fig. 03

Age distribution

Ø 28.1
average years
Age distribution of the skittles audience in United States
Age bracketShare%
16-2454%
25-3423%
35-4411%
45-547%
55+4%
Fig. 04

Worldwide distribution

32.6%

of the worldwide skittles audience comes from United States.

Worldwide audience distribution share by country for skittles
CountryShare
United States32.6%
United Kingdom10.2%
Mexico7.2%
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

skittles customers by region in United States
#RegionReachAffinity×
01Texas~90K1.36×
02Georgia~40K1.33×
03Indiana~20K1.28×
04South Carolina~20K1.21×
05South Dakota~3K1.21×
06Nebraska~7K1.19×
07Kentucky~20K1.18×
08Connecticut~10K1.18×
09Arkansas~10K1.18×
10Louisiana~20K1.17×
11North Carolina~40K1.16×
12Mississippi~10K1.16×
13Ohio~40K1.14×
14Alabama~20K1.14×
15Illinois~40K1.13×
16Kansas~9K1.12×
17Virginia~30K1.10×
18Pennsylvania~40K1.09×
19Oklahoma~10K1.09×
20Missouri~20K1.07×
21Iowa~10K1.07×
22Minnesota~20K1.06×
23New Jersey~30K1.05×
24Michigan~30K1.04×
25Wisconsin~20K1.04×
26North Dakota~2K1.03×
27Utah~9K1.02×
28Maryland~20K1.01×
29Delaware~3K1.00×
30California~100K0.97×
31New York~50K0.96×
32Washington~20K0.95×
33Florida~60K0.93×
34Massachusetts~20K0.93×
35Tennessee~20K0.92×
36Idaho~5K0.92×
37Arizona~20K0.89×
38West Virginia~4K0.89×
39Hawaii~4K0.88×
40Oregon~10K0.86×
41Nevada~8K0.86×
42New Mexico~5K0.84×
43Rhode Island~2K0.83×
44Alaska~2K0.82×
45Maine~3K0.80×
46Colorado~10K0.78×
47Montana~2K0.77×
48New Hampshire~3K0.75×
49Vermont~1K0.74×
50Washington, District of Columbia~1K0.67×
Fig. 06

Affinity by region

Affinity by region — skittles, United States
0.67×1.00×1.36×
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 skittles audience vs. the country average
#·InterestCategoryAffinity×
01Washburn UniversityBusiness & Career147.23×
02Laffy TaffyFood & Beverages107.01×
03Real Time (Italy)Movies & TV80.58×
04Reese's Puffs CerealFood & Beverages78.32×
05Skip-BoGames78.32×
06Sara GilbertMovies & TV52.50×
07Buzz AldrinLiterature45.67×
08AirheadsMovies & TV42.07×
09TrolliFood & Beverages41.86×
10Sour Patch KidsFood & Beverages41.75×
11Showcase CinemasMovies & TV41.09×
12Cool WhipFood & Beverages39.97×
13Katie Lee (food critic)Food & Beverages35.96×
14Jack WhitehallMovies & TV29.92×
15Gene SimmonsMusic & Radio26.23×
16SmartsheetTechnology & Electronics19.39×
17Legally BlondeMovies & TV15.83×
18See's CandiesShopping13.97×
19Restaurant DepotFood & Beverages10.18×
20Gummi candyFood & Beverages10.07×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the skittles audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the skittles audience vs. the country average · What stands out
TraitClusterDeviationScore
IndividualismJOY1.09×
ExtroversionTHRILL1.06×
MindfulnessBALANCE1.00×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the skittles audience vs. the country average · Rather not
TraitClusterDeviationScore
DIY MentalityTHRILL0.59×
Need for SecurityCONSERVATISM0.60×
TravellingTHRILL0.65×
0×1.00× baseline2×
Appendix

Explore more audiences

More Chewing gum 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 skittles 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/skittles-5257” · Methodology