Downy Audience in United States

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Downy has an estimated audience of 640,073 people in United States. 65.1% are female, 34.9% are male, average age 42.8. Top regions: California, Texas, Florida. Top brand affinities: Staples Inc., Amana Corporation, Coach, Ironing, General Electric.

The average Downy fan in United States is 42.8 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Staples Inc., Amana Corporation, Coach, with strongest over-indexing on Staples Inc. (18.05× the country average). Demographically, the Downy audience skews more female with an average age of 42.8, 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.

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

Demographics of Downy fans

Demographic split for Downy audience in United States
MetricValue
Female65.1%
Male34.9%
Average age42.8
Estimated audience size640,073

Audience persona

The typical Downy fan in United States is more female, around 42.8 years old, with strong Indulgence tendencies and a notable affinity for Staples Inc..

Top regions in United States

Top regions ranked by reach for Downy in United States
RegionReachAffinity
California112,6371.6×
Texas91,1431.66×
Florida61,4011.42×
New York55,3781.55×
Illinois28,4961.34×
New Jersey23,4021.44×
Georgia22,5471.14×
North Carolina20,4721.06×
Pennsylvania20,1750.94×
Ohio18,8060.95×
Arizona17,3501.33×
Virginia15,7011.01×
Michigan14,9330.89×
Massachusetts14,3261.14×
Washington14,0321.09×
Indiana13,2581.13×
Tennessee13,2401.03×
Maryland12,9261.17×
Alabama10,4481.17×
Colorado9,7550.97×
South Carolina9,6671×
Kentucky8,5071.06×
Louisiana8,4271.02×
Missouri8,3370.81×
Wisconsin7,8940.82×
Minnesota7,6180.83×
Oklahoma7,3121.03×
Connecticut7,1141.11×
Nevada7,0911.15×
Oregon6,7180.92×
Arkansas5,7651.09×
Mississippi5,3481.01×
Utah4,9960.87×
Kansas4,4980.89×
New Mexico4,3781.36×
Iowa3,9860.76×
Hawaii3,0931.12×
West Virginia2,8570.96×
Nebraska2,7240.85×
Idaho2,3680.74×
Rhode Island2,0150.99×
New Hampshire1,8730.74×
Washington, District of Columbia1,6030.83×
Delaware1,4340.81×
Maine1,3420.59×
Alaska1,0690.78×
Montana1,0170.57×
South Dakota9760.66×
North Dakota8690.66×
Vermont5590.5×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Downy audience
BrandAffinityCategory
Staples Inc.18.05×Business & Career
Amana Corporation117.24×Home & Garden
Coach13.24×Fashion & Accessoires
Ironing43.8×Home & Garden
General Electric35.72×Home & Garden
GE Appliances40.88×Home & Garden
Cleaning10.32×Home & Garden
Kitchenware6.85×Home & Garden
Maytag31.07×Home & Garden
Whirlpool Corporation20.73×Home & Garden
Laundry detergent9.7×Home & Garden
Office Depot6.93×Shopping
Best Buy3.43×Shopping
Insignia25.48×Pets & Animals
Clothes dryer9.55×Home & Garden
Mr. Clean18.71×Home & Garden
Procter & Gamble12.35×Home & Garden
Clothes iron17.55×Fashion & Accessoires
Dollar Tree3.25×Shopping
Information security7.75×Business & Career

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Downy audience
TraitClusterScore
IndulgenceJOY4.29
Pet OwnershipJOY3.15
Luxury OrientationPREMIUM1.66
Price SensitivityPREMIUM1.63
Family OrientationCONSERVATISM1.47
Design AffinityPREMIUM1.47

Worldwide distribution

Worldwide audience distribution share by country for Downy
CountryShare
Brazil18.4%
United States17.2%
Philippines9.4%

See Downy audiences in other countries

More Detergent audiences in United States

Frequently asked questions

How many fans does Downy have in United States?

Downy has an estimated audience of 640,073 people in United States, concentrated in California and Texas.

What is the gender split and age of Downy fans?

65.1% of Downy fans are female, 34.9% are male, with an average age of 42.8 years.

Which brands do Downy fans like most?

Downy fans show strongest brand affinity for Staples Inc. (18.05×), Amana Corporation (117.24×), and Coach (13.24×) over the country average.

Where do Downy fans live in United States?

Downy fans in United States are most concentrated in California (reach 112,637), Texas (reach 91,143), and Florida (reach 61,401). These three regions account for the largest share of the active audience.

What other brands do Downy fans also like?

Beyond Downy itself, the audience over-indexes on Amana Corporation (117.24×), Coach (13.24×), Ironing (43.8×), and General Electric (35.72×) compared to the United States average.

How to read this data

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