Rascasse Audience Intelligence

Fabric softener Audience in United States

A data profile of the people who buy, follow and care about Fabric softener in United States — modelled from more than twelve digital signal sources. Fabric softener has an estimated audience of 1,614,872 people in United States.

#7033among Topic in United States#902in Home & Garden

The average Fabric softener fan in United States is 40.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Ariel (detergent), Surf (detergent), Persil, with strongest over-indexing on Ariel (detergent) (108.13× the country average).

Demographically, the Fabric softener audience skews more female with an average age of 40.7, and over-indexes on personality traits such as Quality Awareness, Mindfulness.

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

The typical Fabric softener fan in United States is more female, around 40.7 years old, with strong Quality Awareness tendencies and a notable affinity for Ariel (detergent).

Category: Home & Garden · Type: Topic

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 Fabric softener profile in United States.

Audience size
1.6M
in United States
Gender
69.5%♀
30.5% male
Age
40.7
average years
Country rank
#16780
Topic in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Fabric softener fans

69.5% are female, 30.5% are male, average age 40.7.

Fig. 02

Gender split

69.5%
Female
30.5%
Male
Demographic split for Fabric softener audience in United States
MetricValue
Female69.5%
Male30.5%
Average age40.7
Estimated audience size1,614,872
Fig. 03

Age distribution

Ø 40.7
average years
Age distribution of the Fabric softener audience in United States
Age bracketShare%
16-1918%
20-2918%
30-3918%
40-4920%
50+26%
Fig. 04

Worldwide distribution

16.4%

of the worldwide Fabric softener audience comes from United States.

Worldwide audience distribution share by country for Fabric softener
CountryShare
United States16.4%
Brazil13.6%
Japan5.5%
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 Fabric softener audience in United States is strongest.

Fig. 05

Top regions by affinity

Fabric softener fans by region: top regions in United States
#RegionReachAffinity×
01Mississippi~20K1.49×
02Louisiana~30K1.36×
03Georgia~70K1.33×
04Alabama~30K1.29×
05South Carolina~30K1.18×
06Maryland~30K1.17×
07Texas~200K1.16×
08New York~100K1.16×
09Illinois~60K1.16×
10Kentucky~20K1.16×
11North Carolina~50K1.12×
12Tennessee~40K1.12×
13Indiana~30K1.12×
14Oklahoma~20K1.12×
15West Virginia~8K1.11×
16California~200K1.09×
17Arkansas~10K1.09×
18New Jersey~40K1.04×
19Nevada~20K1.04×
20Connecticut~20K1.03×
21Delaware~5K1.03×
22Florida~100K1.02×
23Michigan~40K1.02×
24Arizona~30K1.02×
25Virginia~40K1.01×
26New Mexico~8K1.00×
27Washington~30K0.98×
28Missouri~30K0.98×
29Pennsylvania~50K0.97×
30Ohio~50K0.97×
31Hawaii~7K0.97×
32Iowa~10K0.96×
33Kansas~10K0.96×
34Massachusetts~30K0.93×
35Nebraska~8K0.93×
36Minnesota~20K0.92×
37Washington, District of Columbia~4K0.92×
38Alaska~3K0.92×
39Rhode Island~5K0.91×
40North Dakota~3K0.91×
41Wisconsin~20K0.90×
42South Dakota~3K0.89×
43Utah~10K0.88×
44Oregon~20K0.85×
45Colorado~20K0.83×
46Montana~4K0.83×
47Idaho~7K0.82×
48Vermont~2K0.82×
49Maine~5K0.81×
50New Hampshire~5K0.79×
Fig. 06

Affinity by region

Affinity by region — Fabric softener, United States
0.79×1.00×1.49×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fabric softener audience
#·InterestCategoryAffinity×
01Ariel (detergent)Home & Garden108.13×
02Surf (detergent)Home & Garden38.20×
03Laundry DayMusic & Radio33.88×
04PersilHome & Garden32.70×
05DownyHome & Garden20.05×
06SnuggleHome & Garden13.93×
07Tide (brand)Home & Garden12.25×
08Mr. CleanHome & Garden11.39×
09FebrezeHome & Garden11.08×
10American Heart AssociationHealth7.68×
11Casey's General StoresFood & Beverages7.67×
12Laundry detergentHome & Garden7.65×
13Washing machineHome & Garden5.96×
14LaundryHome & Garden4.98×
15DetergentHome & Garden4.09×
16CleanlinessHome & Garden3.67×
17WashingBeauty & Wellness3.52×
18HousekeepingTravel & Leisure2.91×
19Instant messagingInternet & Social Media1.59×
20Hobby LobbyHome & Garden1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fabric softener 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 Fabric softener audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.43×
MindfulnessBALANCE1.35×
SustainabilityBALANCE1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fabric softener audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.96×
ExtroversionTHRILL0.98×
Luxury OrientationPREMIUM1.02×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Fabric softener have in United States?

Fabric softener has an estimated audience of 1,614,872 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Fabric softener fans?

69.5% of Fabric softener fans are female, 30.5% are male, with an average age of 40.7 years.

03

Which brands do Fabric softener fans like most?

Fabric softener fans show strongest brand affinity for Ariel (detergent) (108.13×), Surf (detergent) (38.2×), and Persil (32.7×) over the country average.

04

Where do Fabric softener fans live in United States?

Fabric softener fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Fabric softener fans also like?

Beyond Fabric softener itself, the audience over-indexes on Surf (detergent) (38.2×), Persil (32.7×), Casey's General Stores (7.67×), and Washing machine (5.96×) compared to the United States average.

Appendix

Explore more audiences

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

More Home & Garden audiences in United States

See Fabric softener audiences in other countries

How to read this data

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