Rascasse Audience Intelligence

Listerine Target Market in United States

A data profile of the people who buy, follow and care about Listerine in United States — modelled from more than twelve digital signal sources. Listerine has an estimated audience of 1,700,800 people in United States.

#3among Dental care in United States#1669among Brand in United States#245in Beauty & Wellness

The average Listerine fan in United States is 36.7 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Mouthwash, Pfizer, Dollar General, with strongest over-indexing on Mouthwash (52.07× the country average).

Demographically, the Listerine audience skews balanced with an average age of 36.7, and over-indexes on personality traits such as Career Orientation, Need for Security.

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

The typical Listerine fan in United States is balanced, around 36.7 years old, with strong Career Orientation tendencies and a notable affinity for Mouthwash.

Category: Beauty & Wellness · Type: Brand · Subtype: Dental 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 Listerine profile in United States.

Audience size
1.7M
in United States
Gender
55.0%♀
45.0% male
Age
36.7
average years
Country rank
#16150
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 Listerine

55.0% are female, 45.0% are male, average age 36.7.

Fig. 02

Gender split

55.0%
Female
45.0%
Male
Demographic split for Listerine audience in United States
MetricValue
Female55.0%
Male45.0%
Average age36.7
Estimated audience size1,700,800
Fig. 03

Age distribution

Ø 36.7
average years
Age distribution of the Listerine audience in United States
Age bracketShare%
16-1926%
20-2922%
30-3918%
40-4918%
50+16%
Fig. 04

Worldwide distribution

15.0%

of the worldwide Listerine audience comes from United States.

Worldwide audience distribution share by country for Listerine
CountryShare
United States15.0%
Brazil14.7%
Colombia5.7%
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 Listerine audience in United States is strongest.

Fig. 05

Top regions by affinity

Listerine customers by region in United States
#RegionReachAffinity×
01New York~100K1.49×
02New Jersey~60K1.37×
03Maryland~40K1.29×
04Florida~100K1.27×
05Georgia~70K1.25×
06Virginia~50K1.23×
07California~200K1.20×
08Texas~200K1.18×
09Nevada~20K1.17×
10Alabama~30K1.16×
11Connecticut~20K1.15×
12Washington, District of Columbia~6K1.15×
13Louisiana~20K1.12×
14Oklahoma~20K1.10×
15Oregon~20K1.09×
16Pennsylvania~60K1.08×
17Illinois~60K1.07×
18North Carolina~50K1.07×
19Mississippi~10K1.06×
20Kansas~10K1.05×
21Delaware~5K1.05×
22Tennessee~40K1.03×
23South Carolina~30K1.03×
24Massachusetts~30K1.01×
25Hawaii~7K1.01×
26Arizona~30K1.00×
27Washington~30K0.97×
28Arkansas~10K0.97×
29Indiana~30K0.96×
30Kentucky~20K0.96×
31Missouri~30K0.93×
32New Mexico~8K0.93×
33Alaska~3K0.93×
34Michigan~40K0.92×
35Ohio~50K0.91×
36Minnesota~20K0.91×
37Nebraska~8K0.91×
38Rhode Island~5K0.91×
39West Virginia~7K0.90×
40Colorado~20K0.89×
41Wisconsin~20K0.89×
42Idaho~8K0.89×
43South Dakota~3K0.88×
44Iowa~10K0.87×
45North Dakota~3K0.87×
46Utah~10K0.86×
47New Hampshire~6K0.83×
48Vermont~2K0.82×
49Maine~5K0.81×
50Montana~4K0.79×
Fig. 06

Affinity by region

Affinity by region — Listerine, 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 Listerine audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Listerine audience
#·InterestCategoryAffinity×
01Skinny CowFood & Beverages97.63×
02MouthwashHealth52.07×
03Laura Geller BeautyBeauty & Wellness34.01×
04Nature MadeHealth30.52×
05PfizerHealth14.59×
06University of Dental Medicine, MandalayBusiness & Career13.97×
07PURE BarSports12.88×
08ToothbrushBeauty & Wellness8.63×
09Soldering ironHome & Garden7.45×
10Family DollarFashion & Accessoires3.82×
11CVS PharmacyShopping3.52×
12The UPS StoreShopping3.47×
13Charles Schwab CorporationBusiness & Career3.41×
14Dollar GeneralShopping3.32×
15WalgreensShopping2.73×
16MarshallsFashion & Accessoires2.61×
17Dollar TreeShopping2.34×
18Capital OneBusiness & Career2.33×
19Sam's ClubShopping2.20×
20United States Postal ServiceBusiness & Career2.12×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Listerine 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 Listerine audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.41×
Need for SecurityCONSERVATISM1.40×
Convenience OrientationPREMIUM1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Listerine audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.58×
TravellingTHRILL0.72×
Risk AppetiteTHRILL0.76×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Listerine's target market in United States?

Listerine's target market in United States covers an estimated 1,700,800 people, concentrated in California and Texas.

02

What is the gender split and age of Listerine customers?

55.0% of the Listerine audience are female, 45.0% are male, with an average age of 36.7 years.

03

Which brands do Listerine fans like most?

Listerine fans show strongest brand affinity for Mouthwash (52.07×), Pfizer (14.59×), and Dollar General (3.32×) over the country average.

04

Where do Listerine fans live in United States?

Listerine 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 Listerine fans also like?

Beyond Listerine itself, the audience over-indexes on Pfizer (14.59×), Dollar General (3.32×), Toothbrush (8.63×), and University of Dental Medicine, Mandalay (13.97×) compared to the United States average.

Appendix

Explore more audiences

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

More Dental care audiences in United States

See Listerine audiences in other countries

How to read this data

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