Rascasse Audience Intelligence

Mum (deodorant) Target Market in United States

A data profile of the people who buy, follow and care about Mum (deodorant) in United States — modelled from more than twelve digital signal sources. Mum (deodorant) has an estimated audience of 1,104,777 people in United States.

#34among Personal care in United States#2253among Brand in United States#295in Beauty & Wellness

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 Domino's Pizza, Pizza Hut, McDonald's, with strongest over-indexing on Domino's Pizza (4.77× 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, Convenience Orientation.

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

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 Domino's Pizza.

Category: Beauty & Wellness · Type: Brand · Subtype: Personal 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 Mum (deodorant) profile in United States.

Audience size
1.1M
in United States
Gender
100.0%♀
0.0% male
Age
30.5
average years
Country rank
#22110
Brand in United States
Fig. 01

Search interest · 12-month trend

-52%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Mum (deodorant)

100.0% are female, 0.0% are male, average age 30.5.

Fig. 02

Gender split

100.0%
Female
0.0%
Male
Demographic split for Mum (deodorant) audience in United States
MetricValue
Female100.0%
Male0.0%
Average age30.5
Estimated audience size1,104,777
Fig. 03

Age distribution

Ø 30.5
average years
Age distribution of the Mum (deodorant) audience in United States
Age bracketShare%
16-1940%
20-2925%
30-3917%
40-4917%
50+2%
Fig. 04

Worldwide distribution

27.9%

of the worldwide Mum (deodorant) audience comes from United States.

Worldwide audience distribution share by country for Mum (deodorant)
CountryShare
Brazil40.0%
United States27.9%
United Kingdom5.5%
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 Mum (deodorant) audience in United States is strongest.

Fig. 05

Top regions by affinity

Mum (deodorant) customers by region in United States
#RegionReachAffinity×
01Kansas~8K1.67×
02Texas~90K1.62×
03Nebraska~5K1.49×
04Kentucky~10K1.46×
05Indiana~20K1.41×
06Maryland~10K1.33×
07Arkansas~7K1.33×
08Missouri~10K1.32×
09Iowa~7K1.31×
10West Virginia~4K1.31×
11Michigan~20K1.28×
12Oklahoma~9K1.25×
13Ohio~20K1.21×
14Alabama~10K1.20×
15Tennessee~10K1.19×
16Mississippi~6K1.15×
17Rhode Island~2K1.11×
18Wisconsin~10K1.10×
19Pennsylvania~20K1.09×
20North Carolina~20K1.07×
21Illinois~20K1.06×
22Connecticut~6K1.05×
23New Hampshire~3K1.03×
24Vermont~1K1.01×
25Delaware~2K0.99×
26South Dakota~1K0.99×
27North Dakota~1K0.99×
28Maine~2K0.96×
29Minnesota~8K0.95×
30Virginia~10K0.93×
31South Carolina~9K0.93×
32Montana~2K0.93×
33New Jersey~10K0.92×
34Idaho~3K0.91×
35Louisiana~7K0.86×
36Georgia~20K0.84×
37Massachusetts~10K0.82×
38Utah~5K0.82×
39New Mexico~3K0.82×
40New York~30K0.81×
41Colorado~8K0.79×
42Oregon~5K0.76×
43Washington, District of Columbia~1K0.76×
44Washington~9K0.72×
45Alaska<1K0.63×
46Florida~20K0.53×
47Hawaii~1K0.51×
48Arizona~6K0.50×
49California~30K0.49×
50Nevada~3K0.46×
Fig. 06

Affinity by region

Affinity by region — Mum (deodorant), United States
0.46×1.00×1.67×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Mum (deodorant) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mum (deodorant) audience
#·InterestCategoryAffinity×
01CliniqueBeauty & Wellness6.29×
02Domino's PizzaFood & Beverages4.77×
03Pizza HutFood & Beverages3.80×
04Discount storesShopping3.75×
05Shopping mallsShopping3.48×
06McDonald'sFood & Beverages3.38×
07FragrancesBeauty & Wellness3.17×
08SubwayFood & Beverages2.92×
09Vehicle insuranceCars & Mobility2.81×
10StarbucksFood & Beverages2.57×
11Mortgage loansBusiness & Career2.45×
12SephoraShopping2.44×
13PinterestInternet & Social Media2.25×
14Personal careHealth2.08×
15Organic foodFood & Beverages1.99×
16Wendy'sFood & Beverages1.97×
17FurnitureHome & Garden1.96×
18T-MobileTechnology & Electronics1.93×
19BarbecueFood & Beverages1.86×
20Beauty salonsBeauty & Wellness1.69×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mum (deodorant) 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 Mum (deodorant) audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.75×
Convenience OrientationPREMIUM1.74×
Price SensitivityPREMIUM1.73×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mum (deodorant) audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.67×
IndividualismJOY0.70×
TraditionCONSERVATISM0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Mum (deodorant)'s target market in United States?

Mum (deodorant)'s target market in United States covers an estimated 1,104,777 people, concentrated in Texas and California.

02

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

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

03

Which brands do Mum (deodorant) fans like most?

Mum (deodorant) fans show strongest brand affinity for Domino's Pizza (4.77×), Pizza Hut (3.8×), and McDonald's (3.38×) over the country average.

04

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

Mum (deodorant) fans in United States are most concentrated in Texas (reach ~90K), California (reach ~30K), and New York (reach ~30K). These three regions account for the largest share of the active audience.

05

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

Beyond Mum (deodorant) itself, the audience over-indexes on Pizza Hut (3.8×), McDonald's (3.38×), Shopping malls (3.48×), and Fragrances (3.17×) compared to the United States average.

Appendix

Explore more audiences

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

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See Mum (deodorant) audiences in other countries

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.

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