Mum (deodorant) Audience in United States

Mum (deodorant) logo

Mum (deodorant) has an estimated audience of 619,038 people in United States. 100.0% are female, 0.0% are male, average age 30.5. Top regions: Texas, California, New York. Top brand affinities: Combat sport, Mothercare, Racing, Regional styles of Mexican music, Picnic.

The average Mum (deodorant) fan in United States is 30.5 years old, more female, and lives primarily in Texas. The audience is concentrated in Texas, California, New York. Top brand affinities include Combat sport, Mothercare, Racing, with strongest over-indexing on Combat sport (1.61× the country average). Demographically, the Mum (deodorant) audience skews more female with an average age of 30.5, and over-indexes on personality traits such as Indulgence, Extroversion. 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: Personal care

Demographics of Mum (deodorant) fans

Demographic split for Mum (deodorant) audience in United States
MetricValue
Female100.0%
Male0.0%
Average age30.5
Estimated audience size619,038

Audience persona

The typical Mum (deodorant) fan in United States is more female, around 30.5 years old, with strong Indulgence tendencies and a notable affinity for Combat sport.

Top regions in United States

Top regions ranked by reach for Mum (deodorant) in United States
RegionReachAffinity
Texas85,1011.6×
California35,2050.52×
New York29,5880.86×
Ohio24,2711.27×
Florida23,0520.55×
Pennsylvania23,0031.1×
Illinois22,8581.11×
Michigan21,9501.36×
North Carolina19,4961.05×
Georgia16,5110.87×
Indiana15,8801.4×
New Jersey15,3660.98×
Tennessee14,9331.2×
Virginia14,5880.97×
Missouri13,4051.34×
Maryland10,8581.02×
Massachusetts10,5030.86×
Alabama10,4791.21×
Kentucky10,3921.34×
Wisconsin10,1471.09×
Washington9,2830.75×
South Carolina8,8860.95×
Oklahoma8,7331.27×
Minnesota8,6690.98×
Colorado8,3800.86×
Kansas8,1841.68×
Iowa6,8681.35×
Louisiana6,7320.84×
Arkansas6,5291.28×
Connecticut6,5191.05×
Arizona6,4100.51×
Mississippi5,6901.12×
Oregon5,5820.79×
Nebraska4,9191.58×
Utah4,7260.85×
West Virginia3,5191.22×
Idaho2,7700.89×
Nevada2,6230.44×
New Hampshire2,5001.02×
Rhode Island2,4061.22×
New Mexico2,3960.77×
Maine2,0530.93×
Montana1,5680.91×
Delaware1,5070.88×
South Dakota1,3460.94×
Washington, District of Columbia1,3360.72×
North Dakota1,2140.95×
Hawaii1,1030.41×
Vermont1,0460.96×
Wyoming6610.72×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Mum (deodorant) audience
BrandAffinityCategory
Combat sport1.61×Sports
Mothercare2.83×Kids & Family
Racing2.11×Cars & Mobility
Regional styles of Mexican music2.05×Music & Radio
Picnic4.67×Kids & Family
Historic site2.86×Arts & Culture
Ichiro Suzuki6.94×Sports
Goop3.29×Internet & Social Media
Governor of Michigan4.09×Politics & Society
Birthday Gifts1.68×Kids & Family
Mathcore4.17×Music & Radio
JDSU1.59×Business & Career
Elsword8.05×Games
Home staging2.48×Home & Garden
Grinch1.85×Movies & TV
Eli Lilly3.38×Health
Stamp collecting2.11×Home & Garden
Sears1.71×Shopping
Panama1.5×Travel & Leisure
Cockpit3.66×Travel & Leisure

Psychographic profile

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

Top personality traits over-indexed by Mum (deodorant) audience
TraitClusterScore
IndulgenceJOY1.41
ExtroversionTHRILL1.25
Luxury OrientationPREMIUM1.22
LGBTQ+ IdentityOPEN1.19
Price SensitivityPREMIUM1.15
Social Media UsageJOY1.08

Worldwide distribution

Worldwide audience distribution share by country for Mum (deodorant)
CountryShare
Brazil49.4%
United States19.4%
United Kingdom6.6%

See Mum (deodorant) audiences in other countries

More Personal care audiences in United States

Frequently asked questions

How many fans does Mum (deodorant) have in United States?

Mum (deodorant) has an estimated audience of 619,038 people in United States, concentrated in Texas and California.

What is the gender split and age of Mum (deodorant) fans?

100.0% of Mum (deodorant) fans are female, 0.0% are male, with an average age of 30.5 years.

Which brands do Mum (deodorant) fans like most?

Mum (deodorant) fans show strongest brand affinity for Combat sport (1.61×), Mothercare (2.83×), and Racing (2.11×) over the country average.

Where do Mum (deodorant) fans live in United States?

Mum (deodorant) fans in United States are most concentrated in Texas (reach 85,101), California (reach 35,205), and New York (reach 29,588). These three regions account for the largest share of the active audience.

What other brands do Mum (deodorant) fans also like?

Beyond Mum (deodorant) itself, the audience over-indexes on Mothercare (2.83×), Racing (2.11×), Regional styles of Mexican music (2.05×), and Picnic (4.67×) 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 Mum (deodorant). 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.