Rascasse Audience Intelligence

Kleenex Target Market in United States

A data profile of the people who buy, follow and care about Kleenex in United States — modelled from more than twelve digital signal sources. Kleenex has an estimated audience of 470,830 people in United States.

#52among Personal care in United States#3898among Brand in United States#414in Beauty & Wellness

The average Kleenex fan in United States is 40.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include The UPS Store, Edible Arrangements, AutoZone, with strongest over-indexing on The UPS Store (15.91× the country average).

Demographically, the Kleenex audience skews more female with an average age of 40.9, and over-indexes on personality traits such as Family Orientation, Indulgence.

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

The typical Kleenex fan in United States is more female, around 40.9 years old, with strong Family Orientation tendencies and a notable affinity for The UPS Store.

Category: Beauty & Wellness · Type: Brand · Subtype: Personal care

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 Kleenex profile in United States.

Audience size
471K
in United States
Gender
76.5%♀
23.5% male
Age
40.9
average years
Country rank
#37953
Brand in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Kleenex

76.5% are female, 23.5% are male, average age 40.9.

Fig. 02

Gender split

76.5%
Female
23.5%
Male
Demographic split for Kleenex audience in United States
MetricValue
Female76.5%
Male23.5%
Average age40.9
Estimated audience size470,830
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the Kleenex audience in United States
Age bracketShare%
16-1916%
20-2917%
30-3920%
40-4926%
50+21%
Fig. 04

Worldwide distribution

34.4%

of the worldwide Kleenex audience comes from United States.

Worldwide audience distribution share by country for Kleenex
CountryShare
United States34.4%
Mexico14.0%
United Kingdom7.1%
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 Kleenex audience in United States is strongest.

Fig. 05

Top regions by affinity

Kleenex customers by region in United States
#RegionReachAffinity×
01Illinois~20K1.42×
02Minnesota~9K1.38×
03Wisconsin~10K1.35×
04Iowa~5K1.33×
05Texas~50K1.32×
06Nebraska~3K1.32×
07Kansas~5K1.31×
08Louisiana~8K1.27×
09Mississippi~5K1.26×
10Indiana~10K1.22×
11Michigan~10K1.21×
12Oklahoma~6K1.18×
13Arkansas~4K1.16×
14South Dakota~1K1.15×
15California~60K1.14×
16Georgia~20K1.14×
17Missouri~8K1.09×
18Alabama~7K1.09×
19Tennessee~10K1.07×
20North Dakota~1K1.07×
21North Carolina~10K1.03×
22South Carolina~7K1.03×
23New Mexico~2K1.03×
24Arizona~10K1.02×
25Nevada~5K1.02×
26Washington~9K1.01×
27Hawaii~2K0.98×
28Colorado~7K0.97×
29Florida~30K0.95×
30Maryland~8K0.93×
31Alaska<1K0.93×
32New York~20K0.92×
33Oregon~5K0.92×
34Kentucky~5K0.90×
35Washington, District of Columbia~1K0.89×
36Idaho~2K0.88×
37Montana~1K0.87×
38Ohio~10K0.86×
39Rhode Island~1K0.85×
40Massachusetts~8K0.84×
41Connecticut~4K0.84×
42Virginia~9K0.82×
43Utah~3K0.80×
44Delaware~1K0.80×
45Vermont<1K0.80×
46New Jersey~9K0.76×
47Pennsylvania~10K0.73×
48West Virginia~2K0.72×
49New Hampshire~1K0.71×
50Maine~1K0.71×
Fig. 06

Affinity by region

Affinity by region — Kleenex, United States
0.71×1.00×1.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kleenex audience
#·InterestCategoryAffinity×
01PersilHome & Garden30.68×
02TissotFashion & Accessoires20.37×
03Edible ArrangementsFood & Beverages17.63×
04The UPS StoreShopping15.91×
05BiodermaBeauty & Wellness15.71×
06Consumer ReportsBusiness & Career10.37×
07BoxingSports5.91×
08QVCMovies & TV5.42×
09AutoZoneCars & Mobility5.41×
10Family DollarFashion & Accessoires5.38×
11FedExBusiness & Career5.15×
12Discount storesShopping4.41×
13LinuxTechnology & Electronics4.28×
14Wells FargoBusiness & Career3.70×
15Mortgage loansBusiness & Career3.50×
16Pizza HutFood & Beverages3.39×
17McDonald'sFood & Beverages3.27×
18SubwayFood & Beverages3.18×
19PinterestInternet & Social Media3.10×
20Shopping mallsShopping3.06×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kleenex 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 Kleenex audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM2.42×
IndulgenceJOY2.04×
Convenience OrientationPREMIUM1.98×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kleenex audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.72×
IndividualismJOY0.89×
Luxury OrientationPREMIUM0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kleenex's target market in United States?

Kleenex's target market in United States covers an estimated 470,830 people, concentrated in California and Texas.

02

What is the gender split and age of Kleenex customers?

76.5% of the Kleenex audience are female, 23.5% are male, with an average age of 40.9 years.

03

Which brands do Kleenex fans like most?

Kleenex fans show strongest brand affinity for The UPS Store (15.91×), Edible Arrangements (17.63×), and AutoZone (5.41×) over the country average.

04

Where do Kleenex fans live in United States?

Kleenex fans in United States are most concentrated in California (reach ~60K), Texas (reach ~50K), and Florida (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Kleenex fans also like?

Beyond Kleenex itself, the audience over-indexes on Edible Arrangements (17.63×), AutoZone (5.41×), Tissot (20.37×), and FedEx (5.15×) compared to the United States average.

Appendix

Explore more audiences

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

More Personal care audiences in United States

See Kleenex audiences in other countries

How to read this data

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