Luvs Audience in United States
Luvs has an estimated audience of 448,871 people in United States. 78.0% are female, 22.0% are male, average age 35.7. Top regions: Texas, California, Florida. Top brand affinities: Aubrey Plaza, Blanket sleeper, Supernanny, GoodNites, Cottonelle.
The average Luvs fan in United States is 35.7 years old, more female, and lives primarily in Texas. The audience is concentrated in Texas, California, Florida. Top brand affinities include Aubrey Plaza, Blanket sleeper, Supernanny, with strongest over-indexing on Aubrey Plaza (25.64× the country average). Demographically, the Luvs audience skews more female with an average age of 35.7, and over-indexes on personality traits such as Need for Security, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.
Category: Kids & Family · Type: Brand · Subtype: Diapers
Demographics of Luvs fans
| Metric | Value |
|---|---|
| Female | 78.0% |
| Male | 22.0% |
| Average age | 35.7 |
| Estimated audience size | 448,871 |
Audience persona
The typical Luvs fan in United States is more female, around 35.7 years old, with strong Need for Security tendencies and a notable affinity for Aubrey Plaza.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| Texas | 59,838 | 1.55× |
| California | 59,525 | 1.21× |
| Florida | 44,392 | 1.46× |
| New York | 24,501 | 0.98× |
| Georgia | 19,096 | 1.38× |
| Pennsylvania | 16,630 | 1.1× |
| Illinois | 15,658 | 1.05× |
| Ohio | 14,000 | 1.01× |
| North Carolina | 13,123 | 0.97× |
| Arizona | 10,883 | 1.19× |
| Virginia | 10,636 | 0.97× |
| Tennessee | 10,607 | 1.18× |
| Michigan | 10,436 | 0.89× |
| New Jersey | 9,210 | 0.81× |
| Nevada | 8,948 | 2.06× |
| Maryland | 8,681 | 1.12× |
| Missouri | 7,975 | 1.1× |
| Alabama | 7,924 | 1.26× |
| Washington | 7,732 | 0.86× |
| Colorado | 7,566 | 1.07× |
| Indiana | 7,540 | 0.92× |
| South Carolina | 7,458 | 1.1× |
| Louisiana | 7,151 | 1.24× |
| Massachusetts | 6,988 | 0.79× |
| Wisconsin | 6,178 | 0.91× |
| Oklahoma | 5,677 | 1.14× |
| Minnesota | 5,445 | 0.85× |
| Kentucky | 5,383 | 0.96× |
| Connecticut | 5,269 | 1.17× |
| Mississippi | 4,692 | 1.27× |
| Arkansas | 4,444 | 1.2× |
| Oregon | 3,918 | 0.76× |
| Kansas | 3,486 | 0.99× |
| Iowa | 3,067 | 0.83× |
| Utah | 3,025 | 0.75× |
| New Mexico | 2,189 | 0.97× |
| Nebraska | 2,025 | 0.9× |
| Hawaii | 1,726 | 0.89× |
| West Virginia | 1,660 | 0.79× |
| Delaware | 1,633 | 1.32× |
| Idaho | 1,606 | 0.71× |
| New Hampshire | 1,270 | 0.72× |
| Washington, District of Columbia | 1,189 | 0.88× |
| Maine | 1,068 | 0.66× |
| Rhode Island | 1,006 | 0.7× |
| Wyoming | 831 | 1.25× |
| Montana | 774 | 0.62× |
| South Dakota | 730 | 0.7× |
| North Dakota | 578 | 0.63× |
| Vermont | 495 | 0.63× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Aubrey Plaza | 25.64× | Movies & TV |
| Blanket sleeper | 76.69× | Fashion & Accessoires |
| Supernanny | 67.77× | Movies & TV |
| GoodNites | 73.38× | Kids & Family |
| Cottonelle | 49.32× | Home & Garden |
| Baby Einstein | 37.52× | Kids & Family |
| Enfamil | 24.53× | Kids & Family |
| Childbirth | 5.09× | Kids & Family |
| Little Giraffe | 59.93× | Shopping |
| Jersey (clothing) | 16.36× | Fashion & Accessoires |
| Barry Manilow | 15.34× | Music & Radio |
| Similac | 25.66× | Kids & Family |
| babble | 36.98× | Business & Career |
| Citibank | 6.19× | Business & Career |
| Baby food | 5.65× | Kids & Family |
| Gymboree | 10.62× | Fashion & Accessoires |
| Pregnancy | 3.71× | Kids & Family |
| Offspring | 3.81× | Home & Garden |
| Toddler | 3.44× | Kids & Family |
| Orphan | 21.45× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.69 |
| Price Sensitivity | PREMIUM | 1.47 |
| Family Orientation | CONSERVATISM | 1.45 |
| Creativity | OPEN | 1.26 |
| Pet Ownership | JOY | 1.26 |
| Extroversion | THRILL | 1.22 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 33.0% |
| Japan | 16.9% |
| Brazil | 4.0% |
See Luvs audiences in other countries
More Diapers audiences in United States
- Genki (222,255)
- Huggies Pull-Ups (113,666)
- Pampers (21,488)
- Huggies (21,113)
- Whoopee (19,160)
Frequently asked questions
How many fans does Luvs have in United States?
Luvs has an estimated audience of 448,871 people in United States, concentrated in Texas and California.
What is the gender split and age of Luvs fans?
78.0% of Luvs fans are female, 22.0% are male, with an average age of 35.7 years.
Which brands do Luvs fans like most?
Luvs fans show strongest brand affinity for Aubrey Plaza (25.64×), Blanket sleeper (76.69×), and Supernanny (67.77×) over the country average.
Where do Luvs fans live in United States?
Luvs fans in United States are most concentrated in Texas (reach 59,838), California (reach 59,525), and Florida (reach 44,392). These three regions account for the largest share of the active audience.
What other brands do Luvs fans also like?
Beyond Luvs itself, the audience over-indexes on Blanket sleeper (76.69×), Supernanny (67.77×), GoodNites (73.38×), and Cottonelle (49.32×) 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 Luvs. 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.