Rascasse Audience Intelligence

Pantene Target Market in United States

A data profile of the people who buy, follow and care about Pantene in United States — modelled from more than twelve digital signal sources. Pantene has an estimated audience of 1,318,023 people in United States.

#7among Hair care in United States#1997among Brand in United States#270in Beauty & Wellness

The average Pantene fan in United States is 36.3 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Small Business Innovation Research, Home repair, Buying and Selling Real Estate, with strongest over-indexing on Small Business Innovation Research (30.77× the country average).

Demographically, the Pantene audience skews more female with an average age of 36.3, and over-indexes on personality traits such as Price Sensitivity, Individualism.

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

The typical Pantene fan in United States is more female, around 36.3 years old, with strong Price Sensitivity tendencies and a notable affinity for Small Business Innovation Research.

Category: Beauty & Wellness · Type: Brand · Subtype: Hair 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 Pantene profile in United States.

Audience size
1.3M
in United States
Gender
87.0%♀
13.0% male
Age
36.3
average years
Country rank
#19518
Brand in United States
Fig. 01

Search interest · 12-month trend

+1%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Pantene

87.0% are female, 13.0% are male, average age 36.3.

Fig. 02

Gender split

87.0%
Female
13.0%
Male
Demographic split for Pantene audience in United States
MetricValue
Female87.0%
Male13.0%
Average age36.3
Estimated audience size1,318,023
Fig. 03

Age distribution

Ø 36.3
average years
Age distribution of the Pantene audience in United States
Age bracketShare%
16-1927%
20-2921%
30-3918%
40-4918%
50+15%
Fig. 04

Worldwide distribution

14.1%

of the worldwide Pantene audience comes from United States.

Worldwide audience distribution share by country for Pantene
CountryShare
Brazil17.2%
United States14.1%
Mexico9.4%
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 Pantene audience in United States is strongest.

Fig. 05

Top regions by affinity

Pantene customers by region in United States
#RegionReachAffinity×
01Texas~100K1.28×
02New York~90K1.21×
03Delaware~4K1.21×
04New Jersey~40K1.20×
05California~200K1.18×
06Arizona~30K1.17×
07Connecticut~20K1.15×
08Ohio~50K1.12×
09Florida~100K1.11×
10Massachusetts~30K1.11×
11West Virginia~7K1.11×
12Kentucky~20K1.10×
13Virginia~30K1.08×
14Alabama~20K1.08×
15Illinois~50K1.07×
16Tennessee~30K1.07×
17Louisiana~20K1.07×
18Nevada~10K1.06×
19Hawaii~6K1.05×
20Pennsylvania~50K1.04×
21Georgia~40K1.04×
22Indiana~20K1.03×
23North Carolina~40K1.02×
24Maryland~20K1.02×
25Arkansas~10K1.02×
26South Carolina~20K1.00×
27Oregon~20K1.00×
28New Mexico~7K1.00×
29Washington~30K0.98×
30Minnesota~20K0.98×
31Oklahoma~10K0.98×
32Kansas~10K0.98×
33Nebraska~6K0.97×
34Rhode Island~4K0.96×
35Michigan~30K0.95×
36Iowa~10K0.95×
37Utah~10K0.94×
38North Dakota~3K0.94×
39Wisconsin~20K0.93×
40Mississippi~10K0.93×
41Alaska~3K0.93×
42Missouri~20K0.91×
43New Hampshire~5K0.91×
44Idaho~6K0.90×
45South Dakota~3K0.90×
46Vermont~2K0.89×
47Colorado~20K0.88×
48Maine~4K0.87×
49Washington, District of Columbia~3K0.85×
50Montana~3K0.81×
Fig. 06

Affinity by region

Affinity by region — Pantene, United States
0.81×1.00×1.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Pantene audience
#·InterestCategoryAffinity×
01PiscinaPolitics & Society53.36×
02Small Business Innovation ResearchBusiness & Career30.77×
03TodoistTechnology & Electronics26.92×
04Buying and Selling Real EstateHome & Garden20.00×
05fashionistasFashion & Accessoires12.77×
06Brown hairBeauty & Wellness12.65×
07Early adopterTechnology & Electronics11.87×
08Aerie (American Eagle Outfitters)Brand4.75×
09Home repairHome & Garden3.51×
10Discount TireShopping3.01×
11Staples (Canada)Business & Career2.80×
12Wawa Inc.Shopping2.65×
13ULTA BeautyBeauty & Wellness2.53×
14DoordashFood & Beverages2.45×
15PhysicianBusiness & Career2.33×
16MemeInternet & Social Media2.27×
17SephoraShopping2.06×
18CostcoShopping1.90×
19Macy'sShopping1.90×
20Mitch McConnellPolitics & Society1.81×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Pantene 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 Pantene audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.50×
IndividualismJOY1.24×
IndulgenceJOY1.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Pantene audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.53×
PatriotismCONSERVATISM0.59×
TraditionCONSERVATISM0.73×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Pantene's target market in United States?

Pantene's target market in United States covers an estimated 1,318,023 people, concentrated in California and Texas.

02

What is the gender split and age of Pantene customers?

87.0% of the Pantene audience are female, 13.0% are male, with an average age of 36.3 years.

03

Which brands do Pantene fans like most?

Pantene fans show strongest brand affinity for Small Business Innovation Research (30.77×), Home repair (3.51×), and Buying and Selling Real Estate (20×) over the country average.

04

Where do Pantene fans live in United States?

Pantene fans in United States are most concentrated in California (reach ~200K), Texas (reach ~100K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Pantene fans also like?

Beyond Pantene itself, the audience over-indexes on Home repair (3.51×), Buying and Selling Real Estate (20×), Piscina (53.36×), and Todoist (26.92×) compared to the United States average.

Appendix

Explore more audiences

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

More Hair care audiences in United States

See Pantene audiences in other countries

How to read this data

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