Rascasse Audience Intelligence

Reckitt Target Market in United States

A data profile of the people who buy, follow and care about Reckitt in United States — modelled from more than twelve digital signal sources. Reckitt has an estimated audience of 274,139 people in United States.

#5252among Brand in United States#1723in Home & Garden

The average Reckitt fan in United States is 40.4 years old, more female, and lives primarily in New Jersey.

The audience is concentrated in New Jersey, New York, Pennsylvania.

Top brand affinities include Henkel, Unilever, Laundry detergent, with strongest over-indexing on Henkel (67.98× the country average).

Demographically, the Reckitt audience skews more female with an average age of 40.4, and over-indexes on personality traits such as Quality Awareness, Family Orientation.

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

The typical Reckitt fan in United States is more female, around 40.4 years old, with strong Quality Awareness tendencies and a notable affinity for Henkel.

Category: Home & Garden · Type: Brand

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 Reckitt profile in United States.

Audience size
274K
in United States
Gender
63.2%♀
36.8% male
Age
40.4
average years
Country rank
#50605
Brand in United States
Fig. 01

Search interest · 12-month trend

-3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Reckitt

63.2% are female, 36.8% are male, average age 40.4.

Fig. 02

Gender split

63.2%
Female
36.8%
Male
Demographic split for Reckitt audience in United States
MetricValue
Female63.2%
Male36.8%
Average age40.4
Estimated audience size274,139
Fig. 03

Age distribution

Ø 40.4
average years
Age distribution of the Reckitt audience in United States
Age bracketShare%
16-1917%
20-2919%
30-3920%
40-4921%
50+23%
Fig. 04

Worldwide distribution

14.9%

of the worldwide Reckitt audience comes from United States.

Worldwide audience distribution share by country for Reckitt
CountryShare
United States14.9%
Brazil13.2%
United Kingdom11.5%
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 Reckitt audience in United States is strongest.

Fig. 05

Top regions by affinity

Reckitt customers by region in United States
#RegionReachAffinity×
01New Jersey~50K7.48×
02Utah~20K6.73×
03Missouri~20K4.72×
04Pennsylvania~20K2.46×
05New York~30K1.80×
06Arkansas~4K1.69×
07Indiana~8K1.64×
08Washington, District of Columbia~1K1.59×
09Nevada~3K1.23×
10Illinois~10K1.11×
11Michigan~8K1.08×
12North Carolina~9K1.04×
13South Carolina~4K1.03×
14Georgia~8K1.00×
15Connecticut~3K0.99×
16Minnesota~4K0.97×
17Massachusetts~5K0.93×
18Alaska<1K0.86×
19North Dakota<1K0.85×
20South Dakota<1K0.84×
21Vermont<1K0.84×
22Montana<1K0.82×
23Delaware<1K0.81×
24Rhode Island<1K0.79×
25Virginia~5K0.78×
26New Hampshire<1K0.77×
27West Virginia<1K0.75×
28Hawaii<1K0.75×
29Ohio~6K0.74×
30Maine<1K0.74×
31New Mexico~1K0.73×
32Kentucky~3K0.72×
33Idaho<1K0.71×
34Nebraska<1K0.69×
35Wisconsin~3K0.68×
36Mississippi~2K0.67×
37Maryland~3K0.66×
38Kansas~1K0.65×
39Iowa~1K0.63×
40Tennessee~3K0.62×
41Colorado~3K0.62×
42Oklahoma~2K0.59×
43Louisiana~2K0.58×
44Oregon~2K0.58×
45Washington~3K0.57×
46California~20K0.56×
47Alabama~2K0.55×
48Florida~10K0.53×
49Texas~10K0.50×
50Arizona~3K0.49×
Fig. 06

Affinity by region

Affinity by region — Reckitt, United States
0.49×1.00×7.48×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Reckitt audience
#·InterestCategoryAffinity×
01HenkelHome & Garden67.98×
02UnileverHome & Garden13.43×
03Laundry detergentHome & Garden6.70×
04Floor cleaningHome & Garden5.23×
05Carpet cleaningHome & Garden3.32×
06WashingBeauty & Wellness3.02×
07CleanlinessHome & Garden2.88×
08DetergentHome & Garden2.47×
09Washing machineHome & Garden2.17×
10Microwave ovenHome & Garden1.92×
11Discount storesShopping1.87×
12Real propertyHome & Garden1.72×
13FedExBusiness & Career1.71×
14Ace HardwareHome & Garden1.70×
15Scooby-DooMovies & TV1.68×
16Hardware storeHome & Garden1.66×
17MenardsHome & Garden1.61×
18Mortgage loansBusiness & Career1.59×
19IKEAHome & Garden1.59×
20PharmacyBusiness & Career1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Reckitt 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 Reckitt audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.62×
Family OrientationCONSERVATISM1.54×
Convenience OrientationPREMIUM1.49×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Reckitt audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.92×
Risk AppetiteTHRILL0.93×
Social Media UsageJOY0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Reckitt's target market in United States?

Reckitt's target market in United States covers an estimated 274,139 people, concentrated in New Jersey and New York.

02

What is the gender split and age of Reckitt customers?

63.2% of the Reckitt audience are female, 36.8% are male, with an average age of 40.4 years.

03

Which brands do Reckitt fans like most?

Reckitt fans show strongest brand affinity for Henkel (67.98×), Unilever (13.43×), and Laundry detergent (6.7×) over the country average.

04

Where do Reckitt fans live in United States?

Reckitt fans in United States are most concentrated in New Jersey (reach ~50K), New York (reach ~30K), and Pennsylvania (reach ~20K). These three regions account for the largest share of the active audience.

05

What other brands do Reckitt fans also like?

Beyond Reckitt itself, the audience over-indexes on Unilever (13.43×), Laundry detergent (6.7×), Mortgage loans (1.59×), and Discount stores (1.87×) compared to the United States average.

Appendix

Explore more audiences

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

More Home & Garden audiences in United States

See Reckitt audiences in other countries

How to read this data

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