Rascasse Audience Intelligence

Costco Target Market in United States

Costco has an estimated audience of 72.2M people in United States.

#2among Supermarket in United States#6among brands in United States#11in Shopping

The average Costco fan in United States is 40.8 years old, more female, and lives primarily in California.

By number of fans, Costco ranks #2 among the 221 objects in Supermarket in United States — 52.1× the group median.

Its fans are 1.6 years older than the group average of 39.2.

Women make up 65.3% of the fan base, 2.5 percentage points more than the group average.

Compared with the other 220 objects in Supermarket, Costco fans stand out for their interest in Home decorating ideas, Diaper bag and Architecture & Design.

Most fans live in California, Texas, Florida.

Top affinities include Home decorating ideas, Diaper bag, Architecture & Design, with strongest over-indexing on Home decorating ideas (1.94× the country average).

Demographically, the Costco audience skews more female with an average age of 40.8, and over-indexes on personality traits such as Design Affinity, Individualism.

The typical Costco fan in United States is more female, around 40.8 years old, with strong Design Affinity tendencies and a notable affinity for Home decorating ideas.

Category: Shopping · Type: Brand · Subtype: Supermarket

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
72.2M
in United States
Gender
65.3%♀
34.7% male
Age
40.8
average years
Country rank
#176
among all objects in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Costco

65.3% are female, 34.7% are male, average age 40.8.

Fig. 02

Gender split

65.3%
Female
34.7%
Male
Demographic split for Costco audience in United States
MetricValue
Female65.3%
Male34.7%
Average age40.8
Estimated audience size72.2M
Fig. 03

Age distribution

Ø 40.8
average years
Age distribution of the Costco audience in United States
Age bracketShare%
16-2419%
25-3418%
35-4420%
45-5421%
55+23%
Fig. 04

Worldwide distribution

53.1%

of the worldwide Costco audience comes from United States.

Worldwide audience distribution share by country for Costco
CountryShare
United States53.1%
United Kingdom8.0%
Canada5.8%
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

Costco customers by region in United States
#RegionReachAffinity×
01Hawaii~700K2.31×
02Washington~3.5M2.14×
03California~17M1.98×
04Idaho~700K1.86×
05Oregon~1.5M1.85×
06Utah~1.5M1.84×
07Arizona~2.5M1.59×
08Alaska~200K1.59×
09Montana~400K1.51×
10Nevada~1M1.48×
11Colorado~1.5M1.33×
12Minnesota~1.5M1.24×
13New Jersey~2.5M1.17×
14Illinois~3M1.14×
15Michigan~2.5M1.14×
16Maryland~1.5M1.12×
17Virginia~2M1.09×
18Wisconsin~1.5M1.07×
19Connecticut~800K1.07×
20Florida~4.5M0.97×
21New Mexico~400K0.96×
22Texas~4.5M0.95×
23Nebraska~400K0.92×
24Vermont~100K0.91×
25Georgia~2M0.90×
26North Dakota~100K0.88×
27Indiana~1.5M0.86×
28Ohio~2M0.84×
29Missouri~1M0.83×
30South Carolina~1M0.82×
31North Carolina~2M0.80×
32Delaware~200K0.79×
33New York~3.5M0.78×
34Tennessee~1M0.76×
35Washington, District of Columbia~100K0.76×
36Iowa~500K0.74×
37Kansas~500K0.74×
38Pennsylvania~2M0.72×
39South Dakota~100K0.71×
40Massachusetts~1M0.68×
41Kentucky~700K0.68×
42Oklahoma~500K0.60×
43Alabama~600K0.55×
44Louisiana~500K0.52×
45Maine~100K0.45×
46New Hampshire~100K0.43×
47Mississippi~200K0.36×
48Rhode Island~80K0.36×
49Arkansas~200K0.34×
50West Virginia~100K0.32×
Fig. 06

Affinity by region

Affinity by region — Costco, United States
0.32×1.00×2.31×
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 Costco audience vs. the country average
#·InterestCategoryAffinity×
01Home decorating ideasHome & Garden1.94×
02Diaper bagKids & Family1.71×
03Architecture & DesignBusiness & Career1.71×
04Boho-chicFashion & Accessoires1.70×
05Health And BeautyBeauty & Wellness1.69×
06Dog loversPets & Animals1.65×
07Curly HairBeauty & Wellness1.63×
08Makeup TutorialsBeauty & Wellness1.63×
09Long hairBeauty & Wellness1.62×
10Home Interior DesignHome & Garden1.62×
11Healthy habitsHealth1.60×
12Infant clothingKids & Family1.58×
13MarshallsFashion & Accessoires1.55×
14CVS PharmacyShopping1.55×
15Fashion NovaShopping1.55×
16Home DesignHome & Garden1.55×
17Hair ExtensionsBeauty & Wellness1.53×
18H.O.M.E.Home & Garden1.52×
19YouTube MusicInternet & Social Media1.51×
20HomeGoodsHome & Garden1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Costco audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Costco audience vs. the country average · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.18×
IndividualismJOY1.11×
Luxury OrientationPREMIUM1.11×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Costco audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.74×
PatriotismCONSERVATISM0.77×
SpiritualityBALANCE0.82×
0×1.00× baseline2×
Appendix

Explore more audiences

More Supermarket audiences in United States

See Costco 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 Costco 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/costco-13503” · Methodology