Rascasse Audience Intelligence

Old Spice Target Market in United States

A data profile of the people who buy, follow and care about Old Spice in United States — modelled from more than twelve digital signal sources. Old Spice has an estimated audience of 1,104,709 people in United States.

#4among Men care in United States#2254among Brand in United States#296in Beauty & Wellness

The average Old Spice fan in United States is 35.0 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include AutoZone, Video games, Movies, with strongest over-indexing on AutoZone (2.86× the country average).

Demographically, the Old Spice audience skews more male with an average age of 35.0, and over-indexes on personality traits such as Patriotism, Need for Security.

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

The typical Old Spice fan in United States is more male, around 35.0 years old, with strong Patriotism tendencies and a notable affinity for AutoZone.

Category: Beauty & Wellness · Type: Brand · Subtype: Men 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 Old Spice profile in United States.

Audience size
1.1M
in United States
Gender
26.5%♀
73.5% male
Age
35.0
average years
Country rank
#22112
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Old Spice

26.5% are female, 73.5% are male, average age 35.0.

Fig. 02

Gender split

26.5%
Female
73.5%
Male
Demographic split for Old Spice audience in United States
MetricValue
Female26.5%
Male73.5%
Average age35.0
Estimated audience size1,104,709
Fig. 03

Age distribution

Ø 35.0
average years
Age distribution of the Old Spice audience in United States
Age bracketShare%
16-1929%
20-2924%
30-3918%
40-4916%
50+14%
Fig. 04

Worldwide distribution

32.1%

of the worldwide Old Spice audience comes from United States.

Worldwide audience distribution share by country for Old Spice
CountryShare
United States32.1%
Mexico6.1%
Germany4.7%
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 Old Spice audience in United States is strongest.

Fig. 05

Top regions by affinity

Old Spice customers by region in United States
#RegionReachAffinity×
01West Virginia~6K1.24×
02Kentucky~20K1.23×
03Texas~100K1.20×
04California~100K1.16×
05Ohio~40K1.14×
06Utah~10K1.13×
07Alabama~20K1.12×
08Louisiana~20K1.11×
09Kansas~9K1.10×
10Indiana~20K1.08×
11South Carolina~20K1.07×
12Oklahoma~10K1.07×
13Arkansas~10K1.07×
14Georgia~40K1.06×
15Iowa~10K1.06×
16Nebraska~6K1.05×
17New Jersey~30K1.04×
18North Dakota~2K1.04×
19North Carolina~30K1.03×
20Tennessee~20K1.03×
21Mississippi~9K1.03×
22Hawaii~5K1.03×
23Maryland~20K1.02×
24Oregon~10K1.02×
25Idaho~6K1.02×
26Pennsylvania~40K1.01×
27New York~60K1.00×
28Illinois~40K1.00×
29Arizona~20K1.00×
30Virginia~30K0.99×
31Missouri~20K0.99×
32Nevada~10K0.99×
33New Mexico~5K0.99×
34Wisconsin~20K0.98×
35Minnesota~20K0.98×
36Michigan~30K0.96×
37Rhode Island~3K0.96×
38Connecticut~10K0.94×
39South Dakota~2K0.94×
40Florida~70K0.93×
41Washington~20K0.93×
42Delaware~3K0.93×
43Maine~4K0.92×
44Massachusetts~20K0.90×
45Colorado~20K0.87×
46Montana~3K0.87×
47Alaska~2K0.87×
48Vermont~2K0.86×
49New Hampshire~4K0.85×
50Washington, District of Columbia~3K0.81×
Fig. 06

Affinity by region

Affinity by region — Old Spice, United States
0.81×1.00×1.24×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Old Spice audience
#·InterestCategoryAffinity×
01Onitsuka TigerFashion & Accessoires9.08×
02Shower gelBeauty & Wellness6.48×
03CaseyMusic & Radio3.27×
04AutoZoneCars & Mobility2.86×
05Avatar (Swedish band)Music & Radio2.78×
06GameStopGames2.56×
07NFL NetworkSports2.26×
08Mobile gameGames2.17×
09Video gamesGames1.90×
10DirecTVMovies & TV1.86×
11ElectronicsTechnology & Electronics1.77×
12Best BuyShopping1.76×
13Google MapsInternet & Social Media1.70×
14T-MobileTechnology & Electronics1.69×
15ComputersTechnology & Electronics1.67×
16Google DriveTechnology & Electronics1.65×
17Eastern Time ZonePolitics & Society1.60×
18PeacemakerMovies & TV1.59×
19Pizza HutFood & Beverages1.56×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Old Spice 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 Old Spice audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.63×
Need for SecurityCONSERVATISM1.26×
Convenience OrientationPREMIUM1.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Old Spice audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.56×
Community OrientationOPEN0.59×
Design AffinityPREMIUM0.62×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Old Spice's target market in United States?

Old Spice's target market in United States covers an estimated 1,104,709 people, concentrated in California and Texas.

02

What is the gender split and age of Old Spice customers?

26.5% of the Old Spice audience are female, 73.5% are male, with an average age of 35.0 years.

03

Which brands do Old Spice fans like most?

Old Spice fans show strongest brand affinity for AutoZone (2.86×), Video games (1.9×), and Movies (1.51×) over the country average.

04

Where do Old Spice fans live in United States?

Old Spice fans in United States are most concentrated in California (reach ~100K), Texas (reach ~100K), and Florida (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Old Spice fans also like?

Beyond Old Spice itself, the audience over-indexes on Video games (1.9×), Movies (1.51×), Casey (3.27×), and Computers (1.67×) compared to the United States average.

Appendix

Explore more audiences

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

More Men care audiences in United States

See Old Spice audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Old Spice. 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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