Rascasse Audience Intelligence

Infant formula Audience in United States

A data profile of the people who buy, follow and care about Infant formula in United States — modelled from more than twelve digital signal sources. Infant formula has an estimated audience of 3,316,870 people in United States.

#4824among Topic in United States#236in Kids & Family

The average Infant formula fan in United States is 32.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Baby food, Child development, Mothercare, with strongest over-indexing on Baby food (21.83× the country average).

Demographically, the Infant formula audience skews more female with an average age of 32.9, and over-indexes on personality traits such as Indulgence, Price Sensitivity.

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

The typical Infant formula fan in United States is more female, around 32.9 years old, with strong Indulgence tendencies and a notable affinity for Baby food.

Category: Kids & Family · 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 Infant formula profile in United States.

Audience size
3.3M
in United States
Gender
88.1%♀
11.9% male
Age
32.9
average years
Country rank
#9454
Topic in United States
Fig. 01

Search interest · 12-month trend

+70%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Infant formula fans

88.1% are female, 11.9% are male, average age 32.9.

Fig. 02

Gender split

88.1%
Female
11.9%
Male
Demographic split for Infant formula audience in United States
MetricValue
Female88.1%
Male11.9%
Average age32.9
Estimated audience size3,316,870
Fig. 03

Age distribution

Ø 32.9
average years
Age distribution of the Infant formula audience in United States
Age bracketShare%
16-1926%
20-2935%
30-3922%
40-4910%
50+8%
Fig. 04

Worldwide distribution

11.7%

of the worldwide Infant formula audience comes from United States.

Worldwide audience distribution share by country for Infant formula
CountryShare
Japan22.3%
United States11.7%
Indonesia4.9%
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 Infant formula audience in United States is strongest.

Fig. 05

Top regions by affinity

Infant formula fans by region: top regions in United States
#RegionReachAffinity×
01Mississippi~40K1.38×
02South Carolina~60K1.22×
03Louisiana~50K1.20×
04Alabama~50K1.17×
05Tennessee~80K1.16×
06Oklahoma~40K1.16×
07Kentucky~50K1.15×
08West Virginia~20K1.14×
09Arkansas~30K1.13×
10Connecticut~40K1.12×
11Texas~300K1.11×
12Georgia~100K1.11×
13North Carolina~100K1.11×
14New Jersey~90K1.11×
15Michigan~100K1.10×
16Delaware~10K1.10×
17Pennsylvania~100K1.06×
18Indiana~60K1.06×
19Ohio~100K1.05×
20Arizona~70K1.03×
21Rhode Island~10K1.03×
22Maryland~60K1.02×
23Kansas~30K1.02×
24Idaho~20K1.02×
25North Dakota~7K1.02×
26New York~200K1.01×
27Illinois~100K1.00×
28Missouri~50K0.99×
29Virginia~80K0.96×
30Wisconsin~50K0.96×
31California~300K0.95×
32Florida~200K0.95×
33Utah~30K0.95×
34New Mexico~20K0.95×
35Washington~60K0.94×
36Iowa~30K0.94×
37Nebraska~20K0.94×
38New Hampshire~10K0.94×
39South Dakota~7K0.94×
40Alaska~7K0.92×
41Massachusetts~60K0.91×
42Nevada~30K0.91×
43Maine~10K0.91×
44Montana~8K0.91×
45Minnesota~40K0.90×
46Hawaii~10K0.88×
47Vermont~5K0.83×
48Oregon~30K0.82×
49Colorado~40K0.81×
50Washington, District of Columbia~8K0.78×
Fig. 06

Affinity by region

Affinity by region — Infant formula, United States
0.78×1.00×1.38×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Infant formula audience
#·InterestCategoryAffinity×
01MothercareKids & Family22.22×
02Baby foodKids & Family21.83×
03Parental leaveKids & Family21.74×
04Child developmentBusiness & Career18.96×
05My Little PonyKids & Family11.35×
06Baby transportKids & Family10.85×
07Breast pumpKids & Family10.48×
08BassinetKids & Family10.10×
09Child safety seatKids & Family8.66×
10Early childhood educationBusiness & Career7.69×
11BreastfeedingKids & Family7.67×
12PreschoolKids & Family6.01×
13KindergartenKids & Family5.70×
14DiaperKids & Family5.65×
15Scooby-DooMovies & TV5.17×
16Child careKids & Family4.00×
17MilkFood & Beverages3.68×
18Children's clothingFashion & Accessoires3.54×
19ToysGames1.95×
20Do it yourself (DIY)Home & Garden1.91×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Infant formula 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 Infant formula audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.84×
Price SensitivityPREMIUM1.78×
Family OrientationCONSERVATISM1.77×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Infant formula audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.67×
TraditionCONSERVATISM0.82×
Social Media UsageJOY0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Infant formula have in United States?

Infant formula has an estimated audience of 3,316,870 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Infant formula fans?

88.1% of Infant formula fans are female, 11.9% are male, with an average age of 32.9 years.

03

Which brands do Infant formula fans like most?

Infant formula fans show strongest brand affinity for Baby food (21.83×), Child development (18.96×), and Mothercare (22.22×) over the country average.

04

Where do Infant formula fans live in United States?

Infant formula fans in United States are most concentrated in California (reach ~300K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Infant formula fans also like?

Beyond Infant formula itself, the audience over-indexes on Child development (18.96×), Mothercare (22.22×), Parental leave (21.74×), and Scooby-Doo (5.17×) compared to the United States average.

Appendix

Explore more audiences

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

More Kids & Family audiences in United States

See Infant formula audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →