Listerine Audience in United States

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Listerine has an estimated audience of 1,703,306 people in United States. 55.0% are female, 45.0% are male, average age 36.7. Top regions: California, Texas, Florida. Top brand affinities: Mouthwash, Pfizer, Dollar General, Toothbrush, University of Dental Medicine, Mandalay.

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

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

Demographics of Listerine fans

Demographic split for Listerine audience in United States
MetricValue
Female55.0%
Male45.0%
Average age36.7
Estimated audience size1,703,306

Audience persona

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

Top regions in United States

Top regions ranked by reach for Listerine in United States
RegionReachAffinity
California232,2551.24×
Texas178,0241.22×
Florida149,8011.3×
New York149,5271.57×
Georgia65,2191.24×
Illinois62,6231.1×
Pennsylvania61,3611.07×
New Jersey57,9691.34×
Virginia56,5851.36×
North Carolina52,3161.02×
Ohio46,9790.9×
Michigan40,9850.92×
Maryland38,4291.31×
Arizona36,6531.05×
Tennessee35,3421.03×
Washington34,7521.02×
Massachusetts33,8061.01×
Indiana29,7610.96×
Alabama27,2891.15×
South Carolina26,8211.05×
Missouri26,1720.95×
Colorado24,7540.92×
Louisiana24,2271.1×
Oregon23,5751.21×
Wisconsin22,3000.87×
Minnesota22,1910.91×
Oklahoma21,2921.13×
Nevada21,2181.29×
Connecticut20,0521.17×
Kentucky19,5760.92×
Kansas15,8291.18×
Mississippi13,9871×
Arkansas13,7510.98×
Utah12,4100.81×
Iowa12,4010.88×
New Mexico7,4780.88×
Nebraska7,3830.86×
Idaho7,0370.82×
Hawaii6,9860.95×
Washington, District of Columbia6,2491.22×
West Virginia6,1230.77×
New Hampshire5,1550.77×
Delaware4,6000.98×
Rhode Island4,3690.81×
Maine4,0750.67×
Montana3,0400.64×
Alaska2,8560.78×
South Dakota2,8290.72×
North Dakota2,3090.66×
Vermont1,9010.64×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Listerine audience
BrandAffinityCategory
Mouthwash52.07×Health
Pfizer14.59×Health
Dollar General3.32×Shopping
Toothbrush8.63×Beauty & Wellness
University of Dental Medicine, Mandalay13.97×Business & Career
Skinny Cow97.63×Food & Beverages
Nature Made30.52×Health
The UPS Store3.47×Shopping
CVS Pharmacy3.52×Shopping
Laura Geller Beauty34.01×Beauty & Wellness
Walgreens2.73×Shopping
Soldering iron7.45×Home & Garden
Marshalls2.61×Fashion & Accessoires
Family Dollar3.82×Fashion & Accessoires
Capital One2.33×Business & Career
PURE Bar12.88×Sports
Dollar Tree2.34×Shopping
Lowe's2×Shopping
Little Caesars2.84×Food & Beverages
T-Mobile2.09×Technology & Electronics

Psychographic profile

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

Top personality traits over-indexed by Listerine audience
TraitClusterScore
Quality AwarenessPREMIUM1.46
Price SensitivityPREMIUM1.39
DIY MentalityTHRILL1.31
Career OrientationPOWER1.26
IndulgenceJOY1.18
Luxury OrientationPREMIUM1.16

Worldwide distribution

Worldwide audience distribution share by country for Listerine
CountryShare
United States15.1%
Brazil14.8%
Colombia5.7%

See Listerine audiences in other countries

More Dental care audiences in United States

Frequently asked questions

How many fans does Listerine have in United States?

Listerine has an estimated audience of 1,703,306 people in United States, concentrated in California and Texas.

What is the gender split and age of Listerine fans?

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

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.

Where do Listerine fans live in United States?

Listerine fans in United States are most concentrated in California (reach 232,255), Texas (reach 178,024), and Florida (reach 149,801). These three regions account for the largest share of the active audience.

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.

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.