Fabric softener Audience in United States

Fabric softener logo

Fabric softener has an estimated audience of 1,614,872 people in United States. 69.5% are female, 30.5% are male, average age 40.7. Top regions: California, Texas, Florida. Top brand affinities: Ariel (detergent), Surf (detergent), Persil, Washing machine, Casey's General Stores.

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

Category: Home & Garden · Type: Topic

Demographics of Fabric softener fans

Demographic split for Fabric softener audience in United States
MetricValue
Female69.5%
Male30.5%
Average age40.7
Estimated audience size1,614,872

Audience persona

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

Top regions in United States

Top regions ranked by reach for Fabric softener in United States
RegionReachAffinity
California207,5501.17×
Texas168,8171.22×
Florida116,2241.06×
New York110,5001.22×
Georgia67,4751.36×
Illinois66,4871.24×
North Carolina54,6991.13×
Pennsylvania53,5580.98×
Ohio50,8821.02×
New Jersey46,0431.12×
Michigan45,3311.07×
Virginia41,0091.04×
Tennessee37,7621.17×
Arizona34,5441.05×
Indiana34,2411.16×
Washington33,0131.02×
Maryland32,8601.18×
Massachusetts30,3080.95×
Alabama29,6481.31×
South Carolina29,0641.2×
Louisiana28,1951.35×
Missouri26,4611.02×
Kentucky24,6601.22×
Wisconsin22,5900.93×
Minnesota20,9170.9×
Colorado20,5070.81×
Mississippi19,3791.46×
Oklahoma19,1611.07×
Connecticut17,0111.05×
Nevada16,3331.05×
Oregon16,1240.87×
Arkansas14,4341.08×
Iowa12,8950.97×
Utah12,6870.88×
Kansas12,4390.98×
West Virginia8,0801.07×
New Mexico7,3930.91×
Nebraska7,0410.87×
Hawaii6,3670.92×
Idaho5,9190.73×
New Hampshire4,4380.7×
Delaware4,3750.98×
Rhode Island4,2000.82×
Washington, District of Columbia4,1570.86×
Maine4,0260.7×
Montana3,1400.7×
Alaska2,7950.81×
South Dakota2,6360.71×
North Dakota2,5220.76×
Vermont1,6020.57×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Fabric softener audience
BrandAffinityCategory
Ariel (detergent)108.13×Home & Garden
Surf (detergent)38.2×Home & Garden
Persil32.7×Home & Garden
Washing machine5.96×Home & Garden
Casey's General Stores7.67×Food & Beverages
Laundry detergent7.65×Home & Garden
Laundry4.98×Home & Garden
Tide (brand)12.25×Home & Garden
Laundry Day33.88×Music & Radio
Downy20.05×Home & Garden
Mr. Clean11.39×Home & Garden
Detergent4.09×Home & Garden
Snuggle13.93×Home & Garden
Housekeeping2.91×Travel & Leisure
Febreze11.08×Home & Garden
American Heart Association7.68×Health
Washing3.52×Beauty & Wellness
Cleanliness3.67×Home & Garden
Instant messaging1.59×Internet & Social Media
Hobby Lobby1.53×Home & Garden

Psychographic profile

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

Top personality traits over-indexed by Fabric softener audience
TraitClusterScore
Family OrientationCONSERVATISM2.07
DIY MentalityTHRILL1.4
Price SensitivityPREMIUM1.38
CreativityOPEN1.37
Design AffinityPREMIUM1.34
Healthy LifestyleBALANCE1.32

Worldwide distribution

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

See Fabric softener audiences in other countries

More Home & Garden audiences in United States

Frequently asked questions

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.

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.

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.

Where do Fabric softener fans live in United States?

Fabric softener fans in United States are most concentrated in California (reach 207,550), Texas (reach 168,817), and Florida (reach 116,224). These three regions account for the largest share of the active audience.

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×), Washing machine (5.96×), and Casey's General Stores (7.67×) 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 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.