Rascasse Audience Intelligence

Bayer Target Market in United States

A data profile of the people who buy, follow and care about Bayer in United States — modelled from more than twelve digital signal sources. Bayer has an estimated audience of 1,278,246 people in United States.

#8among Medicine in United States#2041among Brand in United States#635in Health

The average Bayer fan in United States is 45.1 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Missouri.

Top brand affinities include Pharmaceutical industry, Crop protection, Menards, with strongest over-indexing on Pharmaceutical industry (6.35× the country average).

Demographically, the Bayer audience skews balanced with an average age of 45.1, and over-indexes on personality traits such as Need for Security, Career Orientation.

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

The typical Bayer fan in United States is balanced, around 45.1 years old, with strong Need for Security tendencies and a notable affinity for Pharmaceutical industry.

Category: Health · Type: Brand · Subtype: Medicine

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 Bayer profile in United States.

Audience size
1.3M
in United States
Gender
48.3%♀
51.7% male
Age
45.1
average years
Country rank
#19948
Brand in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Bayer

48.3% are female, 51.7% are male, average age 45.1.

Fig. 02

Gender split

48.3%
Female
51.7%
Male
Demographic split for Bayer audience in United States
MetricValue
Female48.3%
Male51.7%
Average age45.1
Estimated audience size1,278,246
Fig. 03

Age distribution

Ø 45.1
average years
Age distribution of the Bayer audience in United States
Age bracketShare%
16-1914%
20-2912%
30-3914%
40-4919%
50+41%
Fig. 04

Worldwide distribution

14.4%

of the worldwide Bayer audience comes from United States.

Worldwide audience distribution share by country for Bayer
CountryShare
Brazil15.1%
United States14.4%
Germany7.6%
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 Bayer audience in United States is strongest.

Fig. 05

Top regions by affinity

Bayer customers by region in United States
#RegionReachAffinity×
01Iowa~40K3.91×
02Missouri~70K3.57×
03Idaho~10K1.87×
04Nebraska~10K1.84×
05Louisiana~30K1.80×
06Hawaii~8K1.41×
07New Jersey~40K1.36×
08North Dakota~4K1.35×
09Washington, District of Columbia~5K1.34×
10Pennsylvania~60K1.32×
11Illinois~50K1.17×
12South Dakota~3K1.13×
13Massachusetts~30K1.11×
14Kansas~10K1.10×
15Indiana~30K1.09×
16North Carolina~40K0.96×
17West Virginia~6K0.96×
18Minnesota~20K0.94×
19New York~70K0.92×
20California~100K0.91×
21Mississippi~9K0.87×
22Vermont~2K0.83×
23Wisconsin~20K0.82×
24Alaska~2K0.81×
25Maryland~20K0.79×
26Rhode Island~3K0.79×
27Delaware~3K0.79×
28Florida~70K0.78×
29Virginia~20K0.78×
30Connecticut~10K0.76×
31Arkansas~8K0.76×
32Montana~3K0.76×
33Texas~80K0.74×
34Arizona~20K0.73×
35New Hampshire~4K0.73×
36Michigan~20K0.72×
37Maine~3K0.72×
38Colorado~10K0.70×
39Utah~8K0.70×
40Washington~20K0.69×
41Georgia~30K0.68×
42Tennessee~20K0.68×
43Kentucky~10K0.66×
44New Mexico~4K0.66×
45Ohio~30K0.65×
46South Carolina~10K0.65×
47Alabama~10K0.65×
48Oregon~9K0.64×
49Oklahoma~9K0.64×
50Nevada~8K0.63×
Fig. 06

Affinity by region

Affinity by region — Bayer, United States
0.63×1.00×3.91×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Bayer audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Bayer audience
#·InterestCategoryAffinity×
01Crop protectionBusiness & Career38.61×
02Pharmaceutical industryBusiness & Career6.35×
03BPCars & Mobility4.91×
04AARPPolitics & Society4.64×
05Medicare (United States)Health4.02×
06FedExBusiness & Career3.93×
07Comcast CableTechnology & Electronics3.74×
08MenardsHome & Garden3.61×
09ExpediaTravel & Leisure3.57×
10RetirementBusiness & Career3.55×
11Old agePolitics & Society3.51×
12Dick Van DykeMovies & TV2.90×
13Wells FargoBusiness & Career2.70×
14Indeed.comBusiness & Career2.63×
15Local newsNews2.63×
16Breaking newsMovies & TV2.47×
17Walt Disney WorldTravel & Leisure2.35×
18AutoZoneCars & Mobility2.20×
19Health careBusiness & Career1.81×
20Donald TrumpPolitics & Society1.67×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Bayer 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 Bayer audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.55×
Career OrientationPOWER1.54×
SpiritualityBALANCE1.43×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Bayer audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.49×
Design AffinityPREMIUM0.56×
IndulgenceJOY0.64×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Bayer's target market in United States?

Bayer's target market in United States covers an estimated 1,278,246 people, concentrated in California and Texas.

02

What is the gender split and age of Bayer customers?

48.3% of the Bayer audience are female, 51.7% are male, with an average age of 45.1 years.

03

Which brands do Bayer fans like most?

Bayer fans show strongest brand affinity for Pharmaceutical industry (6.35×), Crop protection (38.61×), and Menards (3.61×) over the country average.

04

Where do Bayer fans live in United States?

Bayer fans in United States are most concentrated in California (reach ~100K), Texas (reach ~80K), and Missouri (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Bayer fans also like?

Beyond Bayer itself, the audience over-indexes on Crop protection (38.61×), Menards (3.61×), FedEx (3.93×), and Expedia (3.57×) compared to the United States average.

Appendix

Explore more audiences

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

More Medicine audiences in United States

See Bayer audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Bayer. 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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