Rascasse Audience Intelligence

Benjamin Moore Target Market in United States

A data profile of the people who buy, follow and care about Benjamin Moore in United States — modelled from more than twelve digital signal sources. Benjamin Moore has an estimated audience of 2,154,346 people in United States.

#1among Paints in United States
#1376among Brand in United States#761in Home & Garden

The average Benjamin Moore fan in United States is 37.8 years old, balanced, and lives primarily in New York.

The audience is concentrated in New York, California, New Jersey.

Top brand affinities include Fireside Chalets and Cabin Rentals, Sherwin-Williams, Pantone, with strongest over-indexing on Fireside Chalets and Cabin Rentals (103.85× the country average).

Demographically, the Benjamin Moore audience skews balanced with an average age of 37.8, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

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

The typical Benjamin Moore fan in United States is balanced, around 37.8 years old, with strong Design Affinity tendencies and a notable affinity for Fireside Chalets and Cabin Rentals.

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 Benjamin Moore profile in United States.

Audience size
2.2M
in United States
Gender
55.0%♀
45.0% male
Age
37.8
average years
Country rank
#13450
Brand in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Benjamin Moore

55.0% are female, 45.0% are male, average age 37.8.

Fig. 02

Gender split

55.0%
Female
45.0%
Male
Demographic split for Benjamin Moore audience in United States
MetricValue
Female55.0%
Male45.0%
Average age37.8
Estimated audience size2,154,346
Fig. 03

Age distribution

Ø 37.8
average years
Age distribution of the Benjamin Moore audience in United States
Age bracketShare%
16-1922%
20-2920%
30-3921%
40-4921%
50+16%
Fig. 04

Worldwide distribution

63.0%

of the worldwide Benjamin Moore audience comes from United States.

Worldwide audience distribution share by country for Benjamin Moore
CountryShare
United States63.0%
Canada24.2%
United Kingdom3.0%
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 Benjamin Moore audience in United States is strongest.

Fig. 05

Top regions by affinity

Benjamin Moore customers by region in United States
#RegionReachAffinity×
01Massachusetts~100K3.13×
02New Jersey~200K2.79×
03Connecticut~60K2.55×
04New York~300K2.48×
05Rhode Island~20K2.37×
06New Hampshire~20K2.25×
07Vermont~8K2.14×
08Maine~10K1.67×
09Illinois~100K1.39×
10Virginia~70K1.39×
11Washington~60K1.36×
12Oregon~30K1.28×
13Washington, District of Columbia~8K1.14×
14Maryland~40K1.06×
15Florida~100K1.00×
16Pennsylvania~70K0.98×
17Alabama~30K0.95×
18Michigan~50K0.94×
19Utah~20K0.94×
20North Carolina~60K0.93×
21Louisiana~30K0.93×
22California~200K0.90×
23Colorado~30K0.89×
24South Carolina~30K0.83×
25Georgia~60K0.82×
26Delaware~5K0.79×
27Tennessee~30K0.78×
28Kentucky~20K0.68×
29Idaho~7K0.68×
30Montana~4K0.67×
31Minnesota~20K0.66×
32Missouri~20K0.63×
33Kansas~10K0.62×
34Texas~100K0.61×
35Wisconsin~20K0.60×
36South Dakota~3K0.60×
37Indiana~20K0.58×
38Mississippi~10K0.57×
39North Dakota~2K0.55×
40Ohio~40K0.52×
41Arkansas~9K0.51×
42Nebraska~6K0.50×
43Alaska~2K0.50×
44West Virginia~5K0.49×
45Iowa~8K0.46×
46New Mexico~5K0.45×
47Hawaii~4K0.45×
48Oklahoma~10K0.44×
49Arizona~20K0.41×
50Nevada~7K0.31×
Fig. 06

Affinity by region

Affinity by region — Benjamin Moore, United States
0.31×1.00×3.13×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Benjamin Moore audience
#·InterestCategoryAffinity×
01Crown PaintsHome & Garden127.78×
02Fireside Chalets and Cabin RentalsPOI103.85×
03Heal'sHome & Garden58.82×
04PantoneBusiness & Career48.83×
05UtrechtTravel & Leisure45.69×
06Laura AshleyHome & Garden25.18×
07Visit San AntonioPOI25.17×
08ValsparHome & Garden25.01×
09Roofing ContractorBusiness & Career22.75×
10Rejuvenation (lighting and hardware)Home & Garden17.10×
11Home & GardenHome & Garden16.84×
12Paint rollerHome & Garden14.02×
13Kitchen DesignHome & Garden13.95×
14Sherwin-WilliamsBusiness & Career12.06×
15Lush (band)Music & Radio10.93×
16Obsessed (2009 film)Movies & TV8.98×
17Home InteriorsHome & Garden7.26×
18Home RenovationsHome & Garden4.67×
19AssetBusiness & Career3.88×
20PropertyHome & Garden3.19×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Benjamin Moore 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 Benjamin Moore audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.70×
Quality AwarenessPREMIUM2.14×
Luxury OrientationPREMIUM1.68×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Benjamin Moore audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.73×
Convenience OrientationPREMIUM0.78×
Social Media UsageJOY0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Benjamin Moore's target market in United States?

Benjamin Moore's target market in United States covers an estimated 2,154,346 people, concentrated in New York and California.

02

What is the gender split and age of Benjamin Moore customers?

55.0% of the Benjamin Moore audience are female, 45.0% are male, with an average age of 37.8 years.

03

Which brands do Benjamin Moore fans like most?

Benjamin Moore fans show strongest brand affinity for Fireside Chalets and Cabin Rentals (103.85×), Sherwin-Williams (12.06×), and Pantone (48.83×) over the country average.

04

Where do Benjamin Moore fans live in United States?

Benjamin Moore fans in United States are most concentrated in New York (reach ~300K), California (reach ~200K), and New Jersey (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Benjamin Moore fans also like?

Beyond Benjamin Moore itself, the audience over-indexes on Sherwin-Williams (12.06×), Pantone (48.83×), Obsessed (2009 film) (8.98×), and Kitchen Design (13.95×) compared to the United States average.

Appendix

Explore more audiences

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

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How to read this data

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