Rascasse Audience Intelligence

Costco Target Market in United States

A data profile of the people who buy, follow and care about Costco in United States — modelled from more than twelve digital signal sources. Costco has an estimated audience of 72,175,459 people in United States.

#2among Supermarket in United States#5among Brand in United States#11in Shopping

The average Costco fan in United States is 40.1 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Marshalls, CVS Pharmacy, Home decorating ideas, with strongest over-indexing on Marshalls (1.55× the country average).

Demographically, the Costco audience skews more female with an average age of 40.1, and over-indexes on personality traits such as Design Affinity, Individualism.

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

The typical Costco fan in United States is more female, around 40.1 years old, with strong Design Affinity tendencies and a notable affinity for Marshalls.

Category: Shopping · Type: Brand · Subtype: Supermarket

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 Costco profile in United States.

Audience size
72.2M
in United States
Gender
65.3%♀
34.7% male
Age
40.1
average years
Country rank
#182
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 Costco

65.3% are female, 34.7% are male, average age 40.1.

Fig. 02

Gender split

65.3%
Female
34.7%
Male
Demographic split for Costco audience in United States
MetricValue
Female65.3%
Male34.7%
Average age40.1
Estimated audience size72,175,459
Fig. 03

Age distribution

Ø 40.1
average years
Age distribution of the Costco audience in United States
Age bracketShare%
16-1919%
20-2918%
30-3920%
40-4921%
50+23%
Fig. 04

Worldwide distribution

53.1%

of the worldwide Costco audience comes from United States.

Worldwide audience distribution share by country for Costco
CountryShare
United States53.1%
United Kingdom8.0%
Canada5.8%
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 Costco audience in United States is strongest.

Fig. 05

Top regions by affinity

Costco customers by region in United States
#RegionReachAffinity×
01Hawaii~700K2.31×
02Washington~3M2.14×
03California~16M1.98×
04Idaho~700K1.86×
05Oregon~1.5M1.85×
06Utah~1M1.84×
07Arizona~2.5M1.59×
08Alaska~200K1.59×
09Montana~300K1.51×
10Nevada~1M1.48×
11Colorado~1.5M1.33×
12Minnesota~1.5M1.24×
13New Jersey~2M1.17×
14Illinois~2.5M1.14×
15Michigan~2M1.14×
16Maryland~1.5M1.12×
17Virginia~2M1.09×
18Wisconsin~1M1.07×
19Connecticut~800K1.07×
20Florida~4.5M0.97×
21New Mexico~300K0.96×
22Texas~6M0.95×
23Nebraska~300K0.92×
24Vermont~100K0.91×
25Georgia~2M0.90×
26North Dakota~100K0.88×
27Indiana~1M0.86×
28Ohio~2M0.84×
29Missouri~1M0.83×
30South Carolina~900K0.82×
31North Carolina~1.5M0.80×
32Delaware~200K0.79×
33New York~3M0.78×
34Tennessee~1M0.76×
35Washington, District of Columbia~200K0.76×
36Iowa~400K0.74×
37Kansas~400K0.74×
38Pennsylvania~2M0.72×
39South Dakota~100K0.71×
40Massachusetts~1M0.68×
41Kentucky~600K0.68×
42Oklahoma~500K0.60×
43Alabama~600K0.55×
44Louisiana~500K0.52×
45Maine~100K0.45×
46New Hampshire~100K0.43×
47Mississippi~200K0.36×
48Rhode Island~80K0.36×
49Arkansas~200K0.34×
50West Virginia~100K0.32×
Fig. 06

Affinity by region

Affinity by region — Costco, United States
0.32×1.00×2.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Costco audience
#·InterestCategoryAffinity×
01Home decorating ideasHome & Garden1.94×
02Diaper bagKids & Family1.71×
03Architecture & DesignBusiness & Career1.71×
04Boho-chicFashion & Accessoires1.70×
05Health And BeautyBeauty & Wellness1.69×
06Dog loversPets & Animals1.65×
07Curly HairBeauty & Wellness1.63×
08Makeup TutorialsBeauty & Wellness1.63×
09Long hairBeauty & Wellness1.62×
10Home Interior DesignHome & Garden1.62×
11Healthy habitsHealth1.60×
12Infant clothingKids & Family1.58×
13MarshallsFashion & Accessoires1.55×
14CVS PharmacyShopping1.55×
15Fashion NovaShopping1.55×
16Home DesignHome & Garden1.55×
17Hair ExtensionsBeauty & Wellness1.53×
18H.O.M.E.Home & Garden1.52×
19YouTube MusicInternet & Social Media1.51×
20HomeGoodsHome & Garden1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Costco 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 Costco audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.18×
IndividualismJOY1.11×
Luxury OrientationPREMIUM1.11×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Costco audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.74×
PatriotismCONSERVATISM0.77×
SpiritualityBALANCE0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Costco's target market in United States?

Costco's target market in United States covers an estimated 72,175,459 people, concentrated in California and Texas.

02

What is the gender split and age of Costco customers?

65.3% of the Costco audience are female, 34.7% are male, with an average age of 40.1 years.

03

Which brands do Costco fans like most?

Costco fans show strongest brand affinity for Marshalls (1.55×), CVS Pharmacy (1.55×), and Home decorating ideas (1.94×) over the country average.

04

Where do Costco fans live in United States?

Costco fans in United States are most concentrated in California (reach ~16M), Texas (reach ~6M), and Florida (reach ~4.5M). These three regions account for the largest share of the active audience.

05

What other brands do Costco fans also like?

Beyond Costco itself, the audience over-indexes on CVS Pharmacy (1.55×), Home decorating ideas (1.94×), Healthy habits (1.6×), and Fashion Nova (1.55×) compared to the United States average.

Appendix

Explore more audiences

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

More Supermarket audiences in United States

See Costco audiences in other countries

How to read this data

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