Pastel Audience in United States

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Pastel has an estimated audience of 1,986,021 people in United States. 82.8% are female, 17.2% are male, average age 34.6. Top regions: Florida, New York, California. Top brand affinities: Bank account, Combat sport, Steampunk, Dog breed, Product design.

The average Pastel fan in United States is 34.6 years old, more female, and lives primarily in Florida. The audience is concentrated in Florida, New York, California. Top brand affinities include Bank account, Combat sport, Steampunk, with strongest over-indexing on Bank account (3.88× the country average). Demographically, the Pastel audience skews more female with an average age of 34.6, and over-indexes on personality traits such as Design Affinity, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Home & Garden · Type: Topic

Demographics of Pastel fans

Demographic split for Pastel audience in United States
MetricValue
Female82.8%
Male17.2%
Average age34.6
Estimated audience size1,986,021

Audience persona

The typical Pastel fan in United States is more female, around 34.6 years old, with strong Design Affinity tendencies and a notable affinity for Bank account.

Top regions in United States

Top regions ranked by reach for Pastel in United States
RegionReachAffinity
Florida251,5121.87×
New York242,2462.18×
California238,7281.09×
Texas223,6341.31×
New Jersey100,5181.99×
Pennsylvania96,2301.44×
Illinois77,4351.17×
Georgia72,2641.18×
Massachusetts69,4291.77×
North Carolina67,4101.13×
Virginia53,7891.11×
Ohio52,2690.85×
Connecticut47,7182.4×
Maryland38,3371.12×
Tennessee38,2020.96×
Arizona38,0730.94×
Washington36,9250.93×
Michigan36,6750.71×
Indiana30,8960.85×
South Carolina30,3631.02×
Colorado27,4970.88×
Wisconsin25,2760.85×
Alabama21,5620.78×
Missouri21,1220.66×
Louisiana20,5510.8×
Oklahoma19,0000.86×
Minnesota18,8610.66×
Kentucky18,4720.74×
Nevada18,0980.94×
Oregon17,6080.77×
Utah16,8340.95×
Hawaii13,2941.56×
Kansas13,2030.84×
Mississippi13,1450.8×
Arkansas12,4540.76×
Iowa11,1930.68×
Rhode Island9,2781.47×
New Mexico8,3850.84×
Nebraska7,6090.76×
Delaware7,1481.3×
New Hampshire6,6990.86×
Idaho6,3480.64×
Washington, District of Columbia5,9761×
West Virginia5,4750.59×
Maine4,3880.62×
South Dakota2,8340.62×
Alaska2,7920.66×
Montana2,7090.49×
North Dakota2,2290.55×
Vermont1,9160.55×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Pastel audience
BrandAffinityCategory
Bank account3.88×Business & Career
Combat sport2.36×Sports
Steampunk7.23×Fashion & Accessoires
Dog breed1.73×Pets & Animals
Product design2.53×Business & Career
Home equity2.2×Home & Garden
Natural rubber2.27×Cars & Mobility
Emperor Entertainment Group12.77×Business & Career
Lulu 黃路梓茵2.05×Movies & TV
Fairy godmother5.08×Literature
JDSU1.84×Business & Career
Jersey (fabric)12.77×Fashion & Accessoires
Staycation1.93×Home & Garden
Mothercare1.87×Kids & Family
Home staging2.92×Home & Garden
Vocal harmony2.32×Music & Radio
Janitor3.24×Home & Garden
Cam Ward1.91×Sports
Goop2.57×Internet & Social Media
Pro-Ject1.96×Music & Radio

Psychographic profile

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

Top personality traits over-indexed by Pastel audience
TraitClusterScore
Design AffinityPREMIUM1.81
SustainabilityBALANCE1.52
Early Adopter MentalityPOWER1.43
CreativityOPEN1.42
DIY MentalityTHRILL1.41
Price SensitivityPREMIUM1.36

Worldwide distribution

Worldwide audience distribution share by country for Pastel
CountryShare
United States16.4%
Thailand6.0%
France5.9%

See Pastel audiences in other countries

More Home & Garden audiences in United States

Frequently asked questions

How many fans does Pastel have in United States?

Pastel has an estimated audience of 1,986,021 people in United States, concentrated in Florida and New York.

What is the gender split and age of Pastel fans?

82.8% of Pastel fans are female, 17.2% are male, with an average age of 34.6 years.

Which brands do Pastel fans like most?

Pastel fans show strongest brand affinity for Bank account (3.88×), Combat sport (2.36×), and Steampunk (7.23×) over the country average.

Where do Pastel fans live in United States?

Pastel fans in United States are most concentrated in Florida (reach 251,512), New York (reach 242,246), and California (reach 238,728). These three regions account for the largest share of the active audience.

What other brands do Pastel fans also like?

Beyond Pastel itself, the audience over-indexes on Combat sport (2.36×), Steampunk (7.23×), Dog breed (1.73×), and Product design (2.53×) 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 Pastel. 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.