Rascasse Audience Intelligence

Heirloom Audience in United States

A data profile of the people who buy, follow and care about Heirloom in United States — modelled from more than twelve digital signal sources. Heirloom has an estimated audience of 3,945,422 people in United States.

#2among Plant in United States#4352among Topic in United States#531in Home & Garden

The average Heirloom fan in United States is 47.8 years old, more female, and lives primarily in California.

The audience is concentrated in California, Virginia, North Carolina.

Top brand affinities include Monarchy, MSN, Genetics, with strongest over-indexing on Monarchy (6.82× the country average).

Demographically, the Heirloom audience skews more female with an average age of 47.8, and over-indexes on personality traits such as Indulgence, Community Orientation.

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

The typical Heirloom fan in United States is more female, around 47.8 years old, with strong Indulgence tendencies and a notable affinity for Monarchy.

Category: Home & Garden · Type: Topic · Subtype: Plant

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 Heirloom profile in United States.

Audience size
3.9M
in United States
Gender
76.0%♀
24.0% male
Age
47.8
average years
Country rank
#8135
Topic in United States
Fig. 01

Search interest · 12-month trend

+19%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Heirloom fans

76.0% are female, 24.0% are male, average age 47.8.

Fig. 02

Gender split

76.0%
Female
24.0%
Male
Demographic split for Heirloom audience in United States
MetricValue
Female76.0%
Male24.0%
Average age47.8
Estimated audience size3,945,422
Fig. 03

Age distribution

Ø 47.8
average years
Age distribution of the Heirloom audience in United States
Age bracketShare%
16-196%
20-2911%
30-3916%
40-4924%
50+44%
Fig. 04

Worldwide distribution

71.6%

of the worldwide Heirloom audience comes from United States.

Worldwide audience distribution share by country for Heirloom
CountryShare
United States71.6%
Canada5.7%
India5.1%
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 Heirloom audience in United States is strongest.

Fig. 05

Top regions by affinity

Heirloom fans by region: top regions in United States
#RegionReachAffinity×
01Delaware~60K5.18×
02Virginia~400K4.29×
03California~1.5M3.50×
04Connecticut~100K3.49×
05North Carolina~400K3.29×
06Massachusetts~200K2.81×
07North Dakota~10K1.55×
08Oregon~60K1.26×
09Minnesota~70K1.23×
10Arkansas~40K1.14×
11Washington, District of Columbia~10K1.13×
12South Carolina~60K0.97×
13Wisconsin~60K0.96×
14Vermont~6K0.83×
15Louisiana~40K0.82×
16Iowa~30K0.80×
17New Hampshire~10K0.80×
18Colorado~50K0.79×
19Maryland~50K0.76×
20New York~200K0.73×
21Pennsylvania~100K0.72×
22Georgia~80K0.70×
23Alaska~6K0.70×
24Washington~50K0.67×
25Kentucky~30K0.67×
26Maine~9K0.64×
27Rhode Island~8K0.64×
28Missouri~40K0.63×
29Hawaii~10K0.63×
30South Dakota~6K0.62×
31Tennessee~50K0.61×
32Oklahoma~30K0.61×
33Montana~7K0.60×
34Nevada~20K0.59×
35New Jersey~60K0.58×
36Mississippi~20K0.58×
37Idaho~10K0.57×
38Alabama~30K0.56×
39Kansas~20K0.56×
40Nebraska~10K0.56×
41West Virginia~10K0.56×
42Texas~200K0.53×
43Utah~20K0.53×
44New Mexico~10K0.52×
45Ohio~60K0.51×
46Indiana~40K0.51×
47Florida~100K0.50×
48Illinois~70K0.49×
49Michigan~50K0.46×
50Arizona~40K0.46×
Fig. 06

Affinity by region

Affinity by region — Heirloom, United States
0.46×1.00×5.18×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Heirloom audience
#·InterestCategoryAffinity×
01LexisNexisBusiness & Career13.80×
02MonarchyPolitics & Society6.82×
03Robert RedfordMovies & TV3.67×
04Diane KeatonMovies & TV3.34×
05Microwave ovenHome & Garden2.96×
06QVCMovies & TV2.88×
07GeneticsKids & Family2.71×
08DemocracyPolitics & Society2.59×
09IKEAHome & Garden2.41×
10Hardware storeHome & Garden2.40×
11MSNNews2.28×
12Real propertyHome & Garden2.21×
13Hobby LobbyHome & Garden2.14×
14Discount storesShopping2.09×
15Nordstrom rackFashion & Accessoires1.91×
16EtsyFashion & Accessoires1.85×
17Nonprofit organizationPolitics & Society1.71×
18AldiShopping1.70×
19Trader Joe'sShopping1.60×
20AirbnbTravel & Leisure1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Heirloom 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 Heirloom audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.81×
Community OrientationOPEN1.78×
DIY MentalityTHRILL1.76×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Heirloom audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.90×
Risk AppetiteTHRILL0.95×
ExtroversionTHRILL0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Heirloom have in United States?

Heirloom has an estimated audience of 3,945,422 people in United States, concentrated in California and Virginia.

02

What is the gender split and age of Heirloom fans?

76.0% of Heirloom fans are female, 24.0% are male, with an average age of 47.8 years.

03

Which brands do Heirloom fans like most?

Heirloom fans show strongest brand affinity for Monarchy (6.82×), MSN (2.28×), and Genetics (2.71×) over the country average.

04

Where do Heirloom fans live in United States?

Heirloom fans in United States are most concentrated in California (reach ~1.5M), Virginia (reach ~400K), and North Carolina (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Heirloom fans also like?

Beyond Heirloom itself, the audience over-indexes on MSN (2.28×), Genetics (2.71×), IKEA (2.41×), and Hobby Lobby (2.14×) compared to the United States average.

Appendix

Explore more audiences

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

More Plant audiences in United States

See Heirloom audiences in other countries

How to read this data

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