Rascasse Audience Intelligence

Procter & Gamble Target Market in United States

A data profile of the people who buy, follow and care about Procter & Gamble in United States — modelled from more than twelve digital signal sources. Procter & Gamble has an estimated audience of 4,127,373 people in United States.

#1among Detergent in United States#803among Brand in United States#519in Home & Garden

The average Procter & Gamble fan in United States is 41.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Ohio, Texas.

Top brand affinities include Mitch McConnell, Solution, Pinterest, with strongest over-indexing on Mitch McConnell (2.31× the country average).

Demographically, the Procter & Gamble audience skews more female with an average age of 41.0, and over-indexes on personality traits such as Spirituality, Community Orientation.

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

The typical Procter & Gamble fan in United States is more female, around 41.0 years old, with strong Spirituality tendencies and a notable affinity for Mitch McConnell.

Category: Home & Garden · Type: Brand · Subtype: Detergent

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 Procter & Gamble profile in United States.

Audience size
4.1M
in United States
Gender
72.2%♀
27.8% male
Age
41.0
average years
Country rank
#7848
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 Procter & Gamble

72.2% are female, 27.8% are male, average age 41.0.

Fig. 02

Gender split

72.2%
Female
27.8%
Male
Demographic split for Procter & Gamble audience in United States
MetricValue
Female72.2%
Male27.8%
Average age41.0
Estimated audience size4,127,373
Fig. 03

Age distribution

Ø 41.0
average years
Age distribution of the Procter & Gamble audience in United States
Age bracketShare%
16-1914%
20-2919%
30-3920%
40-4923%
50+22%
Fig. 04

Worldwide distribution

19.6%

of the worldwide Procter & Gamble audience comes from United States.

Worldwide audience distribution share by country for Procter & Gamble
CountryShare
United States19.6%
United Kingdom6.3%
Mexico6.3%
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 Procter & Gamble audience in United States is strongest.

Fig. 05

Top regions by affinity

Procter & Gamble customers by region in United States
#RegionReachAffinity×
01Ohio~400K3.09×
02Missouri~200K2.29×
03West Virginia~40K2.05×
04Iowa~60K1.87×
05Louisiana~90K1.73×
06Kentucky~80K1.55×
07Delaware~20K1.49×
08Pennsylvania~200K1.47×
09North Carolina~200K1.35×
10Massachusetts~100K1.32×
11Wisconsin~80K1.27×
12Utah~50K1.26×
13Georgia~200K1.24×
14Illinois~200K1.19×
15Washington, District of Columbia~10K1.16×
16Maine~20K1.13×
17Arkansas~40K1.11×
18New York~300K1.10×
19Indiana~80K1.08×
20California~500K1.01×
21Arizona~90K1.01×
22New Jersey~100K0.99×
23Virginia~100K0.96×
24Maryland~70K0.93×
25Texas~300K0.85×
26Connecticut~40K0.85×
27Kansas~30K0.85×
28Rhode Island~10K0.85×
29Tennessee~70K0.84×
30Michigan~90K0.83×
31Alabama~50K0.82×
32Florida~200K0.80×
33South Carolina~50K0.80×
34New Hampshire~10K0.79×
35Mississippi~20K0.72×
36Minnesota~40K0.71×
37Oklahoma~30K0.67×
38Nebraska~10K0.67×
39Vermont~5K0.67×
40Idaho~10K0.64×
41South Dakota~6K0.63×
42North Dakota~5K0.63×
43Hawaii~10K0.61×
44Washington~50K0.60×
45Nevada~20K0.58×
46Montana~7K0.58×
47Alaska~5K0.58×
48Colorado~40K0.57×
49Oregon~30K0.56×
50New Mexico~10K0.53×
Fig. 06

Affinity by region

Affinity by region — Procter & Gamble, United States
0.53×1.00×3.09×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Procter & Gamble audience
#·InterestCategoryAffinity×
01Laundry detergentHome & Garden5.11×
02SolutionBusiness & Career4.84×
03Mitch McConnellPolitics & Society2.31×
04JesusPolitics & Society1.97×
05GodPolitics & Society1.87×
06Hobby LobbyHome & Garden1.85×
07Dollar GeneralShopping1.78×
08PinterestInternet & Social Media1.77×
09CNNMovies & TV1.70×
10ReligionBusiness & Career1.69×
11GiftShopping1.59×
12Sales promotionShopping1.59×
13WalmartShopping1.56×
14AnimalPets & Animals1.55×
15Hair productsBeauty & Wellness1.55×
16Do it yourself (DIY)Home & Garden1.54×
17U.S. stateTravel & Leisure1.53×
18WomanKids & Family1.53×
19HumourLiterature1.52×
20MotherhoodKids & Family1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Procter & Gamble 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 Procter & Gamble audience · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE1.69×
Community OrientationOPEN1.68×
Need for SecurityCONSERVATISM1.61×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Procter & Gamble audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.95×
Design AffinityPREMIUM1.01×
Early Adopter MentalityPOWER1.05×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Procter & Gamble's target market in United States?

Procter & Gamble's target market in United States covers an estimated 4,127,373 people, concentrated in California and Ohio.

02

What is the gender split and age of Procter & Gamble customers?

72.2% of the Procter & Gamble audience are female, 27.8% are male, with an average age of 41.0 years.

03

Which brands do Procter & Gamble fans like most?

Procter & Gamble fans show strongest brand affinity for Mitch McConnell (2.31×), Solution (4.84×), and Pinterest (1.77×) over the country average.

04

Where do Procter & Gamble fans live in United States?

Procter & Gamble fans in United States are most concentrated in California (reach ~500K), Ohio (reach ~400K), and Texas (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Procter & Gamble fans also like?

Beyond Procter & Gamble itself, the audience over-indexes on Solution (4.84×), Pinterest (1.77×), Laundry detergent (5.11×), and U.S. state (1.53×) compared to the United States average.

Appendix

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

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See Procter & Gamble audiences in other countries

How to read this data

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