Rascasse Audience Intelligence

Charmin Target Market in United States

A data profile of the people who buy, follow and care about Charmin in United States — modelled from more than twelve digital signal sources. Charmin has an estimated audience of 495,301 people in United States.

#10among Household cleaning in United States#3788among Brand in United States#1481in Home & Garden

The average Charmin fan in United States is 40.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Jrue Holiday, Persil, Behati Prinsloo, with strongest over-indexing on Jrue Holiday (23.67× the country average).

Demographically, the Charmin audience skews more female with an average age of 40.6, and over-indexes on personality traits such as Indulgence, Pet Ownership.

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

The typical Charmin fan in United States is more female, around 40.6 years old, with strong Indulgence tendencies and a notable affinity for Jrue Holiday.

Category: Home & Garden · Type: Brand · Subtype: Household cleaning

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 Charmin profile in United States.

Audience size
495K
in United States
Gender
65.7%♀
34.3% male
Age
40.6
average years
Country rank
#36869
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 Charmin

65.7% are female, 34.3% are male, average age 40.6.

Fig. 02

Gender split

65.7%
Female
34.3%
Male
Demographic split for Charmin audience in United States
MetricValue
Female65.7%
Male34.3%
Average age40.6
Estimated audience size495,301
Fig. 03

Age distribution

Ø 40.6
average years
Age distribution of the Charmin audience in United States
Age bracketShare%
16-1916%
20-2919%
30-3920%
40-4922%
50+23%
Fig. 04

Worldwide distribution

68.7%

of the worldwide Charmin audience comes from United States.

Worldwide audience distribution share by country for Charmin
CountryShare
United States68.7%
Canada9.0%
Mexico5.7%
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 Charmin audience in United States is strongest.

Fig. 05

Top regions by affinity

Charmin customers by region in United States
#RegionReachAffinity×
01Oregon~9K1.53×
02North Carolina~20K1.49×
03Wisconsin~10K1.36×
04Ohio~20K1.29×
05Colorado~10K1.26×
06Maryland~10K1.22×
07Minnesota~9K1.20×
08Kentucky~7K1.19×
09Illinois~20K1.15×
10Georgia~20K1.15×
11Indiana~10K1.13×
12New Jersey~10K1.10×
13New Hampshire~2K1.10×
14Michigan~10K1.09×
15Virginia~10K1.08×
16Arkansas~4K1.08×
17Texas~50K1.07×
18California~60K1.06×
19New York~30K1.06×
20West Virginia~2K1.06×
21Massachusetts~10K1.05×
22Missouri~8K1.05×
23Oklahoma~6K1.04×
24South Carolina~8K1.03×
25Tennessee~10K1.02×
26Kansas~4K1.02×
27Connecticut~5K1.01×
28Rhode Island~2K0.98×
29Pennsylvania~20K0.97×
30Alabama~7K0.97×
31Idaho~2K0.97×
32Louisiana~6K0.96×
33Iowa~4K0.96×
34Washington, District of Columbia~1K0.96×
35Florida~30K0.95×
36Nebraska~2K0.95×
37North Dakota<1K0.95×
38Delaware~1K0.94×
39Arizona~9K0.93×
40Mississippi~4K0.93×
41Nevada~4K0.92×
42South Dakota~1K0.91×
43Alaska<1K0.90×
44Vermont<1K0.90×
45Utah~4K0.87×
46Maine~2K0.87×
47Montana~1K0.87×
48Washington~9K0.86×
49Hawaii~2K0.85×
50New Mexico~2K0.82×
Fig. 06

Affinity by region

Affinity by region — Charmin, United States
0.82×1.00×1.53×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Charmin audience
#·InterestCategoryAffinity×
01PayotBeauty & Wellness100.62×
02Behati PrinslooFashion & Accessoires36.32×
03PersilHome & Garden30.19×
04Jrue HolidaySports23.67×
05Glade (brand)Home & Garden21.66×
06Sheila E.Music & Radio16.61×
07Common Sense MediaPolitics & Society16.22×
08Mark TwainLiterature15.80×
09Gerber BabyKids & Family15.01×
10Child safety seatKids & Family5.80×
11Family carCars & Mobility5.41×
12Toilet paperHome & Garden5.00×
13FlightAwareTravel & Leisure4.85×
14Child developmentBusiness & Career3.45×
15Family DollarFashion & Accessoires3.15×
16Dollar GeneralShopping2.63×
17United Parcel ServiceBusiness & Career2.13×
18IKEAHome & Garden1.90×
19Dollar TreeShopping1.73×
20Pizza HutFood & Beverages1.71×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Charmin 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 Charmin audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY2.53×
Pet OwnershipJOY2.09×
Family OrientationCONSERVATISM2.05×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Charmin audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.85×
Luxury OrientationPREMIUM0.87×
Risk AppetiteTHRILL0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Charmin's target market in United States?

Charmin's target market in United States covers an estimated 495,301 people, concentrated in California and Texas.

02

What is the gender split and age of Charmin customers?

65.7% of the Charmin audience are female, 34.3% are male, with an average age of 40.6 years.

03

Which brands do Charmin fans like most?

Charmin fans show strongest brand affinity for Jrue Holiday (23.67×), Persil (30.19×), and Behati Prinsloo (36.32×) over the country average.

04

Where do Charmin fans live in United States?

Charmin fans in United States are most concentrated in California (reach ~60K), Texas (reach ~50K), and Florida (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Charmin fans also like?

Beyond Charmin itself, the audience over-indexes on Persil (30.19×), Behati Prinsloo (36.32×), Mark Twain (15.8×), and Dollar General (2.63×) compared to the United States average.

Appendix

Explore more audiences

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

More Household cleaning audiences in United States

See Charmin audiences in other countries

How to read this data

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