Rascasse Audience Intelligence

Downy Target Market in United States

A data profile of the people who buy, follow and care about Downy in United States — modelled from more than twelve digital signal sources. Downy has an estimated audience of 643,997 people in United States.

#11among Detergent in United States#3242among Brand in United States#1348in Home & Garden

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 Quality Awareness, DIY Mentality.

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

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

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

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 Downy profile in United States.

Audience size
644K
in United States
Gender
65.1%♀
34.9% male
Age
42.8
average years
Country rank
#31473
Brand in United States
Fig. 01

Search interest · 12-month trend

+12%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Downy

65.1% are female, 34.9% are male, average age 42.8.

Fig. 02

Gender split

65.1%
Female
34.9%
Male
Demographic split for Downy audience in United States
MetricValue
Female65.1%
Male34.9%
Average age42.8
Estimated audience size643,997
Fig. 03

Age distribution

Ø 42.8
average years
Age distribution of the Downy audience in United States
Age bracketShare%
16-1914%
20-2916%
30-3918%
40-4922%
50+30%
Fig. 04

Worldwide distribution

16.8%

of the worldwide Downy audience comes from United States.

Worldwide audience distribution share by country for Downy
CountryShare
Brazil17.9%
United States16.8%
Philippines9.1%
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 Downy audience in United States is strongest.

Fig. 05

Top regions by affinity

Downy customers by region in United States
#RegionReachAffinity×
01Texas~80K1.53×
02California~100K1.49×
03New York~50K1.42×
04Illinois~30K1.39×
05New Jersey~20K1.33×
06New Mexico~4K1.33×
07Florida~60K1.32×
08Arizona~20K1.26×
09Alabama~10K1.16×
10Indiana~10K1.11×
11Kentucky~9K1.11×
12Georgia~20K1.09×
13Maryland~10K1.09×
14Nevada~7K1.09×
15Hawaii~3K1.09×
16North Carolina~20K1.08×
17Arkansas~6K1.07×
18Louisiana~9K1.06×
19Connecticut~7K1.06×
20Massachusetts~10K1.05×
21Washington~10K1.03×
22Mississippi~5K1.02×
23Tennessee~10K1.01×
24Oklahoma~7K1.01×
25West Virginia~3K1.01×
26Virginia~20K1.00×
27Rhode Island~2K1.00×
28South Carolina~9K0.99×
29Ohio~20K0.97×
30Kansas~5K0.94×
31Alaska~1K0.94×
32Pennsylvania~20K0.93×
33Nebraska~3K0.92×
34Colorado~9K0.91×
35Delaware~2K0.91×
36Oregon~7K0.90×
37North Dakota~1K0.90×
38South Dakota~1K0.89×
39Michigan~10K0.88×
40Utah~5K0.88×
41Washington, District of Columbia~2K0.88×
42Wisconsin~8K0.87×
43Idaho~3K0.87×
44Iowa~5K0.86×
45Vermont<1K0.86×
46Missouri~9K0.85×
47Minnesota~8K0.84×
48New Hampshire~2K0.84×
49Maine~2K0.83×
50Montana~1K0.82×
Fig. 06

Affinity by region

Affinity by region — Downy, 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 Downy audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Downy audience
#·InterestCategoryAffinity×
01Amana CorporationHome & Garden117.24×
02IroningHome & Garden43.80×
03GE AppliancesHome & Garden40.88×
04Fry's ElectronicsShopping38.41×
05General ElectricHome & Garden35.72×
06MaytagHome & Garden31.07×
07InsigniaPets & Animals25.48×
08Whirlpool CorporationHome & Garden20.73×
09Mr. CleanHome & Garden18.71×
10Staples Inc.Business & Career18.05×
11Clothes ironFashion & Accessoires17.55×
12CoachFashion & Accessoires13.24×
13Procter & GambleHome & Garden12.35×
14CleaningHome & Garden10.32×
15Laundry detergentHome & Garden9.70×
16Clothes dryerHome & Garden9.55×
17Office DepotShopping6.93×
18KitchenwareHome & Garden6.85×
19Best BuyShopping3.43×
20Dollar TreeShopping3.25×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Downy 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 Downy audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.68×
DIY MentalityTHRILL2.20×
Design AffinityPREMIUM2.09×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Downy audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.61×
SpiritualityBALANCE0.69×
TraditionCONSERVATISM0.71×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Downy's target market in United States?

Downy's target market in United States covers an estimated 643,997 people, concentrated in California and Texas.

02

What is the gender split and age of Downy customers?

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

03

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.

04

Where do Downy fans live in United States?

Downy fans in United States are most concentrated in California (reach ~100K), Texas (reach ~80K), and Florida (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Downy fans also like?

Beyond Downy itself, the audience over-indexes on Amana Corporation (117.24×), Coach (13.24×), Fry's Electronics (38.41×), and Ironing (43.8×) compared to the United States average.

Appendix

Explore more audiences

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

More Detergent audiences in United States

See Downy audiences in other countries

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.

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