Rascasse Audience Intelligence

Culligan Target Market in United States

A data profile of the people who buy, follow and care about Culligan in United States — modelled from more than twelve digital signal sources. Culligan has an estimated audience of 631,791 people in United States.

#3281among Brand in United States#1354in Home & Garden

The average Culligan fan in United States is 45.5 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Oral-B, Water filter, United Parcel Service, with strongest over-indexing on Oral-B (27.37× the country average).

Demographically, the Culligan audience skews balanced with an average age of 45.5, and over-indexes on personality traits such as Career Orientation, Convenience Orientation.

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

The typical Culligan fan in United States is balanced, around 45.5 years old, with strong Career Orientation tendencies and a notable affinity for Oral-B.

Category: Home & Garden · Type: Brand

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 Culligan profile in United States.

Audience size
632K
in United States
Gender
47.7%♀
52.3% male
Age
45.5
average years
Country rank
#31829
Brand in United States
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Culligan

47.7% are female, 52.3% are male, average age 45.5.

Fig. 02

Gender split

47.7%
Female
52.3%
Male
Demographic split for Culligan audience in United States
MetricValue
Female47.7%
Male52.3%
Average age45.5
Estimated audience size631,791
Fig. 03

Age distribution

Ø 45.5
average years
Age distribution of the Culligan audience in United States
Age bracketShare%
16-192%
20-2913%
30-3929%
40-4931%
50+25%
Fig. 04

Worldwide distribution

42.8%

of the worldwide Culligan audience comes from United States.

Worldwide audience distribution share by country for Culligan
CountryShare
United States42.8%
Italy16.0%
Spain11.6%
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 Culligan audience in United States is strongest.

Fig. 05

Top regions by affinity

Culligan customers by region in United States
#RegionReachAffinity×
01Minnesota~30K3.62×
02Wisconsin~30K2.94×
03Iowa~10K2.79×
04Montana~5K2.78×
05Indiana~30K2.67×
06Nebraska~8K2.62×
07Michigan~40K2.16×
08South Dakota~3K2.14×
09Illinois~30K1.52×
10Ohio~30K1.48×
11Idaho~5K1.45×
12Oklahoma~10K1.44×
13Kansas~7K1.32×
14Missouri~10K1.26×
15Florida~50K1.08×
16Vermont~1K1.03×
17New Mexico~3K0.97×
18Nevada~6K0.95×
19Washington~10K0.92×
20California~60K0.80×
21Colorado~8K0.80×
22Texas~40K0.78×
23Utah~4K0.77×
24Pennsylvania~20K0.75×
25North Dakota<1K0.73×
26Alaska<1K0.71×
27Arizona~9K0.69×
28New Hampshire~2K0.68×
29New York~20K0.67×
30Delaware~1K0.67×
31North Carolina~10K0.65×
32West Virginia~2K0.64×
33Tennessee~8K0.63×
34Hawaii~2K0.60×
35Connecticut~4K0.58×
36Rhode Island~1K0.58×
37Maine~1K0.56×
38Arkansas~3K0.55×
39Virginia~8K0.54×
40Washington, District of Columbia<1K0.51×
41Mississippi~3K0.50×
42Kentucky~4K0.48×
43Maryland~5K0.45×
44New Jersey~7K0.43×
45Massachusetts~5K0.43×
46Oregon~3K0.42×
47South Carolina~4K0.41×
48Georgia~8K0.40×
49Louisiana~3K0.40×
50Alabama~3K0.39×
Fig. 06

Affinity by region

Affinity by region — Culligan, United States
0.39×1.00×3.62×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Culligan audience
#·InterestCategoryAffinity×
01Oral-BBeauty & Wellness27.37×
02Water filterFood & Beverages15.37×
03Lawn mowerHome & Garden4.57×
04Private equityBusiness & Career4.01×
05United Parcel ServiceBusiness & Career4.00×
06Air pollutionHealth3.56×
07Efficient energy useTechnology & Electronics2.94×
08Online food orderingFood & Beverages2.59×
09Discount TireShopping2.56×
10Hardware storeHome & Garden2.28×
11Life insuranceBusiness & Career2.23×
12Home AppliancesHome & Garden2.19×
13GameStopGames2.14×
14PharmacyBusiness & Career1.79×
15Breaking newsMovies & TV1.75×
16Snack foodFood & Beverages1.64×
17EnergyHome & Garden1.63×
18EBayShopping1.62×
19GrillingFood & Beverages1.56×
20Home improvementHome & Garden1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Culligan 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 Culligan audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER2.87×
Convenience OrientationPREMIUM2.04×
DIY MentalityTHRILL1.77×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Culligan audience · Rather not
TraitClusterDeviationScore
Sports ActivityPOWER0.56×
Design AffinityPREMIUM0.57×
Early Adopter MentalityPOWER0.60×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Culligan's target market in United States?

Culligan's target market in United States covers an estimated 631,791 people, concentrated in California and Florida.

02

What is the gender split and age of Culligan customers?

47.7% of the Culligan audience are female, 52.3% are male, with an average age of 45.5 years.

03

Which brands do Culligan fans like most?

Culligan fans show strongest brand affinity for Oral-B (27.37×), Water filter (15.37×), and United Parcel Service (4×) over the country average.

04

Where do Culligan fans live in United States?

Culligan fans in United States are most concentrated in California (reach ~60K), Florida (reach ~50K), and Texas (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Culligan fans also like?

Beyond Culligan itself, the audience over-indexes on Water filter (15.37×), United Parcel Service (4×), Lawn mower (4.57×), and Home Appliances (2.19×) compared to the United States average.

Appendix

Explore more audiences

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

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See Culligan audiences in other countries

How to read this data

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