Rascasse Audience Intelligence

Pedigree Target Market in United States

A data profile of the people who buy, follow and care about Pedigree in United States — modelled from more than twelve digital signal sources. Pedigree has an estimated audience of 797,765 people in United States.

#2among Pet food in United States#2837among Brand in United States#419in Pets & Animals

The average Pedigree fan in United States is 40.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Dogs, Pet food, Dog walking, with strongest over-indexing on Dogs (1.6× the country average).

Demographically, the Pedigree audience skews more female with an average age of 40.6, and over-indexes on personality traits such as Pet Ownership, DIY Mentality.

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

The typical Pedigree fan in United States is more female, around 40.6 years old, with strong Pet Ownership tendencies and a notable affinity for Dogs.

Category: Pets & Animals · Type: Brand · Subtype: Pet food

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 Pedigree profile in United States.

Audience size
798K
in United States
Gender
59.9%♀
40.1% male
Age
40.6
average years
Country rank
#27510
Brand in United States
Fig. 01

Search interest · 12-month trend

+59%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Pedigree

59.9% are female, 40.1% are male, average age 40.6.

Fig. 02

Gender split

59.9%
Female
40.1%
Male
Demographic split for Pedigree audience in United States
MetricValue
Female59.9%
Male40.1%
Average age40.6
Estimated audience size797,765
Fig. 03

Age distribution

Ø 40.6
average years
Age distribution of the Pedigree audience in United States
Age bracketShare%
16-1919%
20-2918%
30-3917%
40-4921%
50+25%
Fig. 04

Worldwide distribution

31.4%

of the worldwide Pedigree audience comes from United States.

Worldwide audience distribution share by country for Pedigree
CountryShare
United States31.4%
India12.9%
Brazil10.5%
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 Pedigree audience in United States is strongest.

Fig. 05

Top regions by affinity

Pedigree customers by region in United States
#RegionReachAffinity×
01Mississippi~9K1.40×
02North Carolina~30K1.33×
03Indiana~20K1.30×
04Georgia~30K1.29×
05California~100K1.28×
06Alabama~10K1.23×
07South Carolina~10K1.21×
08New Jersey~20K1.20×
09Connecticut~9K1.20×
10New York~50K1.18×
11Louisiana~10K1.18×
12Washington, District of Columbia~3K1.18×
13Oklahoma~10K1.17×
14Arizona~20K1.16×
15Kentucky~10K1.16×
16Florida~60K1.15×
17Arkansas~7K1.15×
18Ohio~30K1.14×
19Nebraska~4K1.14×
20Texas~80K1.13×
21Illinois~30K1.11×
22Missouri~10K1.09×
23North Dakota~2K1.08×
24Massachusetts~20K1.07×
25Virginia~20K1.06×
26Maryland~10K1.06×
27Kansas~7K1.06×
28Pennsylvania~30K1.04×
29Washington~20K1.04×
30South Dakota~2K1.02×
31Tennessee~20K1.00×
32Michigan~20K0.98×
33Nevada~7K0.97×
34West Virginia~3K0.96×
35Hawaii~3K0.96×
36New Mexico~4K0.94×
37New Hampshire~3K0.94×
38Rhode Island~2K0.94×
39Delaware~2K0.94×
40Colorado~10K0.92×
41Oregon~8K0.92×
42Minnesota~10K0.91×
43Wisconsin~10K0.90×
44Iowa~6K0.90×
45Alaska~1K0.90×
46Vermont~1K0.90×
47Utah~6K0.84×
48Idaho~3K0.84×
49Montana~2K0.84×
50Maine~2K0.83×
Fig. 06

Affinity by region

Affinity by region — Pedigree, United States
0.83×1.00×1.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Pedigree audience
#·InterestCategoryAffinity×
01Dog trainingPets & Animals2.85×
02Pet sittingPets & Animals2.32×
03PoodlePets & Animals2.08×
04Dog walkingPets & Animals2.05×
05Pet foodPets & Animals1.96×
06Yorkshire TerrierPets & Animals1.91×
07Labrador RetrieverPets & Animals1.90×
08French BulldogPets & Animals1.88×
09Shih TzuPets & Animals1.86×
10Chihuahua (dog)Pets & Animals1.82×
11Dog harnessPets & Animals1.73×
12Pet storePets & Animals1.72×
13Scooby-DooMovies & TV1.69×
14EyebrowBeauty & Wellness1.62×
15DogsPets & Animals1.60×
16BulldogPets & Animals1.58×
17Veterinary medicineBusiness & Career1.54×
18Talk radioMusic & Radio1.54×
19DonationBusiness & Career1.52×
20LivestockPets & Animals1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Pedigree 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 Pedigree audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.55×
DIY MentalityTHRILL1.21×
SustainabilityBALANCE1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Pedigree audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.91×
Need for SecurityCONSERVATISM0.96×
Urban LifestyleOPEN0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Pedigree's target market in United States?

Pedigree's target market in United States covers an estimated 797,765 people, concentrated in California and Texas.

02

What is the gender split and age of Pedigree customers?

59.9% of the Pedigree audience are female, 40.1% are male, with an average age of 40.6 years.

03

Which brands do Pedigree fans like most?

Pedigree fans show strongest brand affinity for Dogs (1.6×), Pet food (1.96×), and Dog walking (2.05×) over the country average.

04

Where do Pedigree fans live in United States?

Pedigree fans in United States are most concentrated in California (reach ~100K), Texas (reach ~80K), and Florida (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Pedigree fans also like?

Beyond Pedigree itself, the audience over-indexes on Pet food (1.96×), Dog walking (2.05×), Livestock (1.5×), and Pet sitting (2.32×) compared to the United States average.

Appendix

Explore more audiences

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

More Pet food audiences in United States

See Pedigree audiences in other countries

How to read this data

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