Rascasse Audience Intelligence

Luvs Target Market in United States

A data profile of the people who buy, follow and care about Luvs in United States — modelled from more than twelve digital signal sources. Luvs has an estimated audience of 450,061 people in United States.

#1among Diapers in United States#4026among Brand in United States#584in Kids & Family

The average Luvs fan in United States is 35.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, 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 Healthy Lifestyle, Design Affinity.

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

The typical Luvs fan in United States is more female, around 35.7 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Aubrey Plaza.

Category: Kids & Family · Type: Brand · Subtype: Diapers

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 Luvs profile in United States.

Audience size
450K
in United States
Gender
78.0%♀
22.0% male
Age
35.7
average years
Country rank
#38923
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 Luvs

78.0% are female, 22.0% are male, average age 35.7.

Fig. 02

Gender split

78.0%
Female
22.0%
Male
Demographic split for Luvs audience in United States
MetricValue
Female78.0%
Male22.0%
Average age35.7
Estimated audience size450,061
Fig. 03

Age distribution

Ø 35.7
average years
Age distribution of the Luvs audience in United States
Age bracketShare%
16-1920%
20-2931%
30-3923%
40-4914%
50+12%
Fig. 04

Worldwide distribution

32.9%

of the worldwide Luvs audience comes from United States.

Worldwide audience distribution share by country for Luvs
CountryShare
United States32.9%
Japan17.1%
Brazil4.0%
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 Luvs audience in United States is strongest.

Fig. 05

Top regions by affinity

Luvs customers by region in United States
#RegionReachAffinity×
01Nevada~8K1.94×
02Texas~60K1.53×
03Florida~50K1.51×
04Mississippi~5K1.34×
05Georgia~20K1.32×
06Connecticut~6K1.26×
07Arkansas~5K1.26×
08Louisiana~7K1.24×
09California~60K1.23×
10Alabama~8K1.21×
11Delaware~1K1.17×
12Arizona~10K1.13×
13Pennsylvania~20K1.12×
14Tennessee~10K1.12×
15Maryland~9K1.12×
16Missouri~8K1.07×
17Oklahoma~5K1.07×
18South Carolina~7K1.06×
19Colorado~7K1.05×
20Wyoming<1K1.05×
21New Mexico~2K1.00×
22Kentucky~6K0.98×
23Kansas~3K0.98×
24Ohio~10K0.97×
25Illinois~10K0.96×
26North Carolina~10K0.95×
27Nebraska~2K0.95×
28New York~20K0.94×
29Virginia~10K0.94×
30Hawaii~2K0.94×
31Indiana~8K0.93×
32West Virginia~2K0.93×
33Washington, District of Columbia~1K0.90×
34Idaho~2K0.88×
35South Dakota<1K0.88×
36Alaska<1K0.88×
37North Dakota<1K0.88×
38Michigan~10K0.86×
39Iowa~3K0.86×
40Rhode Island~1K0.86×
41New Jersey~10K0.85×
42Wisconsin~6K0.85×
43Washington~8K0.84×
44Montana~1K0.84×
45Minnesota~5K0.83×
46New Hampshire~1K0.83×
47Oregon~4K0.81×
48Maine~1K0.81×
49Utah~3K0.80×
50Massachusetts~7K0.79×
Fig. 06

Affinity by region

Affinity by region — Luvs, United States
0.79×1.00×1.94×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Luvs audience
#·InterestCategoryAffinity×
01Playtex BabyKids & Family103.74×
02Blanket sleeperFashion & Accessoires76.69×
03GoodNitesKids & Family73.38×
04SupernannyMovies & TV67.77×
05Baby MagicKids & Family62.68×
06Little GiraffeShopping59.93×
07CottonelleHome & Garden49.32×
08Baby EinsteinKids & Family37.52×
09babbleBusiness & Career36.98×
10SimilacKids & Family25.66×
11Aubrey PlazaMovies & TV25.64×
12EnfamilKids & Family24.53×
13Jersey (clothing)Fashion & Accessoires16.36×
14Barry ManilowMusic & Radio15.34×
15GymboreeFashion & Accessoires10.62×
16SocratesLiterature10.52×
17CitibankBusiness & Career6.19×
18Baby foodKids & Family5.65×
19ChildbirthKids & Family5.09×
20PregnancyKids & Family3.71×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Luvs 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 Luvs audience · What stands out
TraitClusterDeviationScore
Healthy LifestyleBALANCE1.50×
Design AffinityPREMIUM1.36×
Family OrientationCONSERVATISM1.34×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Luvs audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.90×
Career OrientationPOWER0.91×
PatriotismCONSERVATISM0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Luvs's target market in United States?

Luvs's target market in United States covers an estimated 450,061 people, concentrated in California and Texas.

02

What is the gender split and age of Luvs customers?

78.0% of the Luvs audience are female, 22.0% are male, with an average age of 35.7 years.

03

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.

04

Where do Luvs fans live in United States?

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

05

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.

Appendix

Explore more audiences

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

More Diapers audiences in United States

See Luvs audiences in other countries

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.

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 →