Rascasse Audience Intelligence

Sherwin-Williams Target Market in United States

A data profile of the people who buy, follow and care about Sherwin-Williams in United States — modelled from more than twelve digital signal sources. Sherwin-Williams has an estimated audience of 11,878,142 people in United States.

#293among Brand in United States#301in Business & Career

The average Sherwin-Williams fan in United States is 44.6 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, Florida, California.

Top brand affinities include Benjamin Moore, Behr (paint), House painter and decorator, with strongest over-indexing on Benjamin Moore (28.32× the country average).

Demographically, the Sherwin-Williams audience skews balanced with an average age of 44.6, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

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

The typical Sherwin-Williams fan in United States is balanced, around 44.6 years old, with strong Design Affinity tendencies and a notable affinity for Benjamin Moore.

Category: Business & Career · 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 Sherwin-Williams profile in United States.

Audience size
11.9M
in United States
Gender
51.7%♀
48.3% male
Age
44.6
average years
Country rank
#3000
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 Sherwin-Williams

51.7% are female, 48.3% are male, average age 44.6.

Fig. 02

Gender split

51.7%
Female
48.3%
Male
Demographic split for Sherwin-Williams audience in United States
MetricValue
Female51.7%
Male48.3%
Average age44.6
Estimated audience size11,878,142
Fig. 03

Age distribution

Ø 44.6
average years
Age distribution of the Sherwin-Williams audience in United States
Age bracketShare%
16-196%
20-2914%
30-3922%
40-4933%
50+25%
Fig. 04

Worldwide distribution

74.9%

of the worldwide Sherwin-Williams audience comes from United States.

Worldwide audience distribution share by country for Sherwin-Williams
CountryShare
United States74.9%
Canada4.9%
Mexico4.4%
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 Sherwin-Williams audience in United States is strongest.

Fig. 05

Top regions by affinity

Sherwin-Williams customers by region in United States
#RegionReachAffinity×
01Kansas~100K1.50×
02Ohio~500K1.41×
03South Carolina~200K1.38×
04Georgia~500K1.29×
05Nebraska~80K1.27×
06Idaho~80K1.26×
07Iowa~100K1.25×
08North Carolina~400K1.24×
09Indiana~300K1.24×
10Tennessee~300K1.23×
11Wisconsin~200K1.21×
12Minnesota~200K1.21×
13Arkansas~100K1.19×
14Colorado~200K1.16×
15Oklahoma~200K1.16×
16Florida~900K1.15×
17Missouri~200K1.14×
18Louisiana~200K1.14×
19Michigan~300K1.11×
20Alabama~200K1.11×
21Montana~40K1.10×
22Texas~1M1.09×
23Washington~300K1.09×
24Kentucky~200K1.09×
25Oregon~100K1.09×
26Pennsylvania~400K1.06×
27Delaware~40K1.06×
28Mississippi~100K1.05×
29Maine~40K1.04×
30Utah~100K1.03×
31South Dakota~30K1.01×
32Maryland~200K0.99×
33Wyoming~20K0.96×
34Virginia~300K0.94×
35Illinois~400K0.93×
36North Dakota~20K0.88×
37New Hampshire~40K0.86×
38West Virginia~50K0.85×
39Arizona~200K0.83×
40New Mexico~40K0.72×
41Rhode Island~30K0.72×
42Connecticut~80K0.70×
43Alaska~20K0.69×
44New Jersey~200K0.66×
45Nevada~70K0.63×
46Massachusetts~100K0.60×
47Hawaii~30K0.53×
48California~700K0.52×
49Washington, District of Columbia~20K0.51×
50New York~300K0.46×
Fig. 06

Affinity by region

Affinity by region — Sherwin-Williams, United States
0.46×1.00×1.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sherwin-Williams audience
#·InterestCategoryAffinity×
01Benjamin MooreHome & Garden28.32×
02Behr (paint)Home & Garden23.57×
03ValsparHome & Garden21.10×
04Paint rollerHome & Garden14.53×
05House painter and decoratorHome & Garden6.58×
06CoatingHome & Garden3.11×
07ClevelandTravel & Leisure3.00×
08Watercolor paintingArts & Culture2.74×
09Ace HardwareHome & Garden2.69×
10MenardsHome & Garden2.59×
11Organic compoundHome & Garden2.20×
12Savannah GuthrieMovies & TV2.12×
13PaintHome & Garden2.05×
14Google DriveTechnology & Electronics1.84×
15Hobby LobbyHome & Garden1.83×
16Family (biology)Kids & Family1.70×
17GmailInternet & Social Media1.69×
18IKEAHome & Garden1.62×
19AutoZoneCars & Mobility1.61×
20Mitch McConnellPolitics & Society1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sherwin-Williams 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 Sherwin-Williams audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.59×
Quality AwarenessPREMIUM1.44×
Urban LifestyleOPEN1.37×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sherwin-Williams audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM1.05×
Social Media UsageJOY1.08×
Early Adopter MentalityPOWER1.10×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Sherwin-Williams's target market in United States?

Sherwin-Williams's target market in United States covers an estimated 11,878,142 people, concentrated in Texas and Florida.

02

What is the gender split and age of Sherwin-Williams customers?

51.7% of the Sherwin-Williams audience are female, 48.3% are male, with an average age of 44.6 years.

03

Which brands do Sherwin-Williams fans like most?

Sherwin-Williams fans show strongest brand affinity for Benjamin Moore (28.32×), Behr (paint) (23.57×), and House painter and decorator (6.58×) over the country average.

04

Where do Sherwin-Williams fans live in United States?

Sherwin-Williams fans in United States are most concentrated in Texas (reach ~1M), Florida (reach ~900K), and California (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Sherwin-Williams fans also like?

Beyond Sherwin-Williams itself, the audience over-indexes on Behr (paint) (23.57×), House painter and decorator (6.58×), Paint roller (14.53×), and Menards (2.59×) compared to the United States average.

Appendix

Explore more audiences

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

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See Sherwin-Williams audiences in other countries

How to read this data

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