Rascasse Audience Intelligence

Behr (paint) Target Market in United States

A data profile of the people who buy, follow and care about Behr (paint) in United States — modelled from more than twelve digital signal sources. Behr (paint) has an estimated audience of 1,742,513 people in United States.

#2among Paints in United States
#1632among Brand in United States#865in Home & Garden

The average Behr (paint) fan in United States is 44.9 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Sherwin-Williams, NASDAQ, Hardware store, with strongest over-indexing on Sherwin-Williams (23.57× the country average).

Demographically, the Behr (paint) audience skews balanced with an average age of 44.9, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.

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

The typical Behr (paint) fan in United States is balanced, around 44.9 years old, with strong DIY Mentality tendencies and a notable affinity for Sherwin-Williams.

Category: Home & Garden · Type: Brand · Subtype: Paints

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 Behr (paint) profile in United States.

Audience size
1.7M
in United States
Gender
52.6%♀
47.4% male
Age
44.9
average years
Country rank
#15850
Brand in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Behr (paint)

52.6% are female, 47.4% are male, average age 44.9.

Fig. 02

Gender split

52.6%
Female
47.4%
Male
Demographic split for Behr (paint) audience in United States
MetricValue
Female52.6%
Male47.4%
Average age44.9
Estimated audience size1,742,513
Fig. 03

Age distribution

Ø 44.9
average years
Age distribution of the Behr (paint) audience in United States
Age bracketShare%
16-195%
20-2915%
30-3922%
40-4930%
50+27%
Fig. 04

Worldwide distribution

72.2%

of the worldwide Behr (paint) audience comes from United States.

Worldwide audience distribution share by country for Behr (paint)
CountryShare
United States72.2%
Canada7.2%
Mexico2.5%
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

Where the Behr (paint) audience in United States is strongest.

Fig. 05

Top regions by affinity

Behr (paint) customers by region in United States
#RegionReachAffinity×
01Iowa~30K1.97×
02Colorado~40K1.44×
03New Hampshire~9K1.31×
04Maine~8K1.21×
05Michigan~50K1.20×
06Wisconsin~30K1.20×
07Georgia~60K1.16×
08Illinois~70K1.15×
09Minnesota~30K1.15×
10Ohio~60K1.14×
11Missouri~30K1.13×
12California~200K1.11×
13Connecticut~20K1.11×
14Rhode Island~6K1.11×
15Kansas~20K1.10×
16New Jersey~50K1.09×
17Vermont~3K1.09×
18Oregon~20K1.08×
19Florida~100K1.07×
20Pennsylvania~60K1.07×
21New York~100K1.04×
22Massachusetts~40K1.03×
23Maryland~30K1.02×
24Alaska~4K1.02×
25Virginia~40K1.00×
26Washington~40K1.00×
27Idaho~9K0.97×
28Arizona~30K0.96×
29Tennessee~30K0.95×
30Utah~10K0.94×
31Texas~100K0.92×
32Nebraska~8K0.92×
33Montana~4K0.92×
34Arkansas~10K0.89×
35Indiana~30K0.88×
36Louisiana~20K0.88×
37New Mexico~8K0.88×
38West Virginia~7K0.88×
39Delaware~4K0.88×
40Alabama~20K0.87×
41Kentucky~20K0.86×
42Hawaii~6K0.84×
43South Dakota~3K0.84×
44North Dakota~3K0.84×
45Oklahoma~20K0.83×
46South Carolina~20K0.81×
47Nevada~10K0.80×
48Mississippi~10K0.79×
49Washington, District of Columbia~4K0.79×
50North Carolina~40K0.76×
Fig. 06

Affinity by region

Affinity by region — Behr (paint), United States
0.76×1.00×1.97×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Behr (paint) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Behr (paint) audience
#·InterestCategoryAffinity×
01Sherwin-WilliamsBusiness & Career23.57×
02Stephen LangMovies & TV23.11×
03Royal Bank of CanadaBusiness & Career14.40×
04Benjamin MooreHome & Garden10.81×
05NASDAQBusiness & Career10.42×
06Holiday Inn ExpressTravel & Leisure10.21×
07AdeleMusic & Radio9.42×
08Holiday InnTravel & Leisure7.82×
09MakitaHome & Garden7.59×
10Hardware storeHome & Garden6.21×
11Online food orderingFood & Beverages5.48×
12GameStopGames5.05×
13Ace HardwareHome & Garden3.66×
14MenardsHome & Garden2.78×
15Financial servicesBusiness & Career2.69×
16Discount storesShopping2.51×
17United Parcel ServiceBusiness & Career2.51×
18Home AppliancesHome & Garden2.42×
19RenovationHome & Garden2.07×
20Hobby LobbyHome & Garden1.91×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Behr (paint) 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 Behr (paint) audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL3.04×
Quality AwarenessPREMIUM2.41×
Convenience OrientationPREMIUM1.69×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Behr (paint) audience · Rather not
TraitClusterDeviationScore
Healthy LifestyleBALANCE0.79×
Pet OwnershipJOY0.84×
Luxury OrientationPREMIUM0.84×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Behr (paint)'s target market in United States?

Behr (paint)'s target market in United States covers an estimated 1,742,513 people, concentrated in California and Texas.

02

What is the gender split and age of Behr (paint) customers?

52.6% of the Behr (paint) audience are female, 47.4% are male, with an average age of 44.9 years.

03

Which brands do Behr (paint) fans like most?

Behr (paint) fans show strongest brand affinity for Sherwin-Williams (23.57×), NASDAQ (10.42×), and Hardware store (6.21×) over the country average.

04

Where do Behr (paint) fans live in United States?

Behr (paint) fans in United States are most concentrated in California (reach ~200K), Texas (reach ~100K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Behr (paint) fans also like?

Beyond Behr (paint) itself, the audience over-indexes on NASDAQ (10.42×), Hardware store (6.21×), Stephen Lang (23.11×), and GameStop (5.05×) compared to the United States average.

Appendix

Explore more audiences

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

More Paints audiences in United States

See Behr (paint) audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Behr (paint). 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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