Rascasse Audience Intelligence

Bath & Body Works Target Market in United States

A data profile of the people who buy, follow and care about Bath & Body Works in United States — modelled from more than twelve digital signal sources. Bath & Body Works has an estimated audience of 13,721,196 people in United States.

#250among Brand in United States#82in Shopping

The average Bath & Body Works fan in United States is 40.5 years old, more female, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Beauty, Uppada Sarees, Bath and Bodyworks, with strongest over-indexing on Beauty (1.73× the country average).

Demographically, the Bath & Body Works audience skews more female with an average age of 40.5, and over-indexes on personality traits such as Price Sensitivity, Extroversion.

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

The typical Bath & Body Works fan in United States is more female, around 40.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Beauty.

Category: Shopping · 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 Bath & Body Works profile in United States.

Audience size
13.7M
in United States
Gender
87.2%♀
12.8% male
Age
40.5
average years
Country rank
#2583
Brand in United States
Fig. 01

Search interest · 12-month trend

+11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Bath & Body Works

87.2% are female, 12.8% are male, average age 40.5.

Fig. 02

Gender split

87.2%
Female
12.8%
Male
Demographic split for Bath & Body Works audience in United States
MetricValue
Female87.2%
Male12.8%
Average age40.5
Estimated audience size13,721,196
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Bath & Body Works audience in United States
Age bracketShare%
16-1915%
20-2919%
30-3921%
40-4924%
50+20%
Fig. 04

Worldwide distribution

62.7%

of the worldwide Bath & Body Works audience comes from United States.

Worldwide audience distribution share by country for Bath & Body Works
CountryShare
United States62.7%
Canada4.8%
Saudi Arabia3.4%
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 Bath & Body Works audience in United States is strongest.

Fig. 05

Top regions by affinity

Bath & Body Works customers by region in United States
#RegionReachAffinity×
01Texas~2.5M2.06×
02Florida~1.5M1.75×
03Nevada~200K1.70×
04Arizona~400K1.48×
05Oklahoma~200K1.45×
06Georgia~600K1.42×
07North Carolina~500K1.33×
08Illinois~600K1.31×
09Ohio~500K1.31×
10South Carolina~300K1.31×
11Tennessee~400K1.29×
12Missouri~300K1.28×
13Indiana~300K1.26×
14Louisiana~200K1.26×
15Delaware~50K1.26×
16Michigan~400K1.23×
17Utah~100K1.22×
18Kansas~100K1.21×
19New York~900K1.20×
20Maryland~300K1.17×
21Mississippi~100K1.16×
22Alabama~200K1.13×
23California~1.5M1.12×
24New Jersey~400K1.12×
25Arkansas~100K1.12×
26Virginia~400K1.06×
27Kentucky~200K1.06×
28Pennsylvania~500K1.05×
29Nebraska~70K1.04×
30Colorado~200K1.01×
31Wisconsin~200K0.92×
32Hawaii~50K0.87×
33Minnesota~200K0.82×
34Iowa~90K0.79×
35Idaho~50K0.77×
36West Virginia~50K0.77×
37Washington~200K0.75×
38Oregon~100K0.75×
39Connecticut~90K0.69×
40Rhode Island~30K0.67×
41Massachusetts~200K0.66×
42New Mexico~40K0.62×
43South Dakota~20K0.57×
44Washington, District of Columbia~20K0.51×
45New Hampshire~30K0.50×
46North Dakota~10K0.46×
47Wyoming~9K0.46×
48Maine~20K0.45×
49Alaska~10K0.41×
50Montana~10K0.39×
Fig. 06

Affinity by region

Affinity by region — Bath & Body Works, United States
0.39×1.00×2.06×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Bath & Body Works audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Bath & Body Works audience
#·InterestCategoryAffinity×
01Uppada SareesFashion & Accessoires16.10×
02Makeup LessonsBeauty & Wellness3.54×
03Bath and BodyworksShopping3.32×
04Makeup TutorialsBeauty & Wellness3.17×
05Victoria's SecretFashion & Accessoires2.83×
06Health And BeautyBeauty & Wellness2.30×
07Curly HairBeauty & Wellness2.16×
08Long hairBeauty & Wellness2.15×
09MoisturizerHome & Garden1.98×
10Cyber MondayShopping1.97×
11Fashion NovaShopping1.89×
12SephoraShopping1.86×
13YouTube MusicInternet & Social Media1.82×
14Order (business)Business & Career1.79×
15BeautyBeauty & Wellness1.73×
16MarshallsFashion & Accessoires1.70×
17Five BelowShopping1.66×
18Best BuyShopping1.55×
19Hobby LobbyHome & Garden1.54×
20Macy'sShopping1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Bath & Body Works 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 Bath & Body Works audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.30×
ExtroversionTHRILL1.18×
Luxury OrientationPREMIUM1.16×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Bath & Body Works audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.74×
Need for SecurityCONSERVATISM0.82×
DIY MentalityTHRILL0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Bath & Body Works's target market in United States?

Bath & Body Works's target market in United States covers an estimated 13,721,196 people, concentrated in Texas and California.

02

What is the gender split and age of Bath & Body Works customers?

87.2% of the Bath & Body Works audience are female, 12.8% are male, with an average age of 40.5 years.

03

Which brands do Bath & Body Works fans like most?

Bath & Body Works fans show strongest brand affinity for Beauty (1.73×), Uppada Sarees (16.1×), and Bath and Bodyworks (3.32×) over the country average.

04

Where do Bath & Body Works fans live in United States?

Bath & Body Works fans in United States are most concentrated in Texas (reach ~2.5M), California (reach ~1.5M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Bath & Body Works fans also like?

Beyond Bath & Body Works itself, the audience over-indexes on Uppada Sarees (16.1×), Bath and Bodyworks (3.32×), Makeup Tutorials (3.17×), and Sephora (1.86×) compared to the United States average.

Appendix

Explore more audiences

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

More Shopping audiences in United States

See Bath & Body Works audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Bath & Body Works. 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.

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