Rascasse Audience Intelligence

Swiffer Target Market in United States

A data profile of the people who buy, follow and care about Swiffer in United States — modelled from more than twelve digital signal sources. Swiffer has an estimated audience of 896,692 people in United States.

#8among Household cleaning in United States#2602among Brand in United States#1174in Home & Garden

The average Swiffer fan in United States is 41.8 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Mr. Clean, Cleaning, Membership Rewards, with strongest over-indexing on Mr. Clean (55× the country average).

Demographically, the Swiffer audience skews more female with an average age of 41.8, and over-indexes on personality traits such as Price Sensitivity, Convenience Orientation.

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

The typical Swiffer fan in United States is more female, around 41.8 years old, with strong Price Sensitivity tendencies and a notable affinity for Mr. Clean.

Category: Home & Garden · Type: Brand · Subtype: Household cleaning

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 Swiffer profile in United States.

Audience size
897K
in United States
Gender
69.3%♀
30.7% male
Age
41.8
average years
Country rank
#25467
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 Swiffer

69.3% are female, 30.7% are male, average age 41.8.

Fig. 02

Gender split

69.3%
Female
30.7%
Male
Demographic split for Swiffer audience in United States
MetricValue
Female69.3%
Male30.7%
Average age41.8
Estimated audience size896,692
Fig. 03

Age distribution

Ø 41.8
average years
Age distribution of the Swiffer audience in United States
Age bracketShare%
16-1911%
20-2920%
30-3922%
40-4924%
50+23%
Fig. 04

Worldwide distribution

33.1%

of the worldwide Swiffer audience comes from United States.

Worldwide audience distribution share by country for Swiffer
CountryShare
United States33.1%
Italy10.2%
Germany8.9%
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 Swiffer audience in United States is strongest.

Fig. 05

Top regions by affinity

Swiffer customers by region in United States
#RegionReachAffinity×
01New York~80K1.69×
02New Jersey~40K1.58×
03Massachusetts~30K1.49×
04Connecticut~10K1.49×
05California~100K1.38×
06Florida~80K1.36×
07Texas~90K1.23×
08Illinois~40K1.20×
09Pennsylvania~30K1.16×
10Maryland~20K1.13×
11Washington, District of Columbia~3K1.12×
12Rhode Island~3K1.10×
13Hawaii~4K1.09×
14Virginia~20K1.04×
15Louisiana~10K1.04×
16Ohio~30K1.03×
17Michigan~20K1.03×
18New Hampshire~4K1.02×
19North Carolina~30K1.01×
20Georgia~30K1.00×
21Arizona~20K0.97×
22Indiana~20K0.97×
23South Carolina~10K0.97×
24Kentucky~10K0.97×
25Nevada~8K0.97×
26West Virginia~4K0.96×
27Tennessee~20K0.95×
28Washington~20K0.95×
29Wisconsin~10K0.95×
30Delaware~2K0.95×
31Oklahoma~9K0.94×
32Maine~3K0.94×
33Arkansas~7K0.92×
34Alabama~10K0.89×
35Oregon~9K0.89×
36Kansas~6K0.89×
37Iowa~6K0.88×
38Vermont~1K0.88×
39Minnesota~10K0.87×
40Nebraska~4K0.87×
41Mississippi~6K0.86×
42Missouri~10K0.85×
43Colorado~10K0.85×
44North Dakota~2K0.85×
45Utah~7K0.84×
46New Mexico~4K0.82×
47South Dakota~2K0.81×
48Alaska~2K0.80×
49Idaho~4K0.79×
50Montana~2K0.77×
Fig. 06

Affinity by region

Affinity by region — Swiffer, United States
0.77×1.00×1.69×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Swiffer audience
#·InterestCategoryAffinity×
01Membership RewardsShopping141.96×
02Mr. CleanHome & Garden55.00×
03WindexHome & Garden22.88×
04Wood (magazine)Business & Career17.59×
05WischmoppHome & Garden15.99×
06National Car RentalCars & Mobility12.27×
07CleaningHome & Garden12.03×
08CleanlinessHome & Garden9.97×
09Dog agilityPets & Animals8.70×
10Spring cleaningHome & Garden6.73×
11Shelter DogsPets & Animals5.44×
12Cat play and toysPets & Animals4.97×
13Popeyes Louisiana KitchenFood & Beverages4.47×
14HousekeepingTravel & Leisure4.14×
15Macy'sShopping3.39×
16Dollar GeneralShopping3.30×
17Google DocsInternet & Social Media2.99×
18ChildKids & Family1.99×
19Food and drinkFood & Beverages1.70×
20FoodFood & Beverages1.62×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Swiffer 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 Swiffer audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM2.75×
Convenience OrientationPREMIUM2.10×
Early Adopter MentalityPOWER2.00×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Swiffer audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.94×
Social Media UsageJOY1.00×
SpiritualityBALANCE1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Swiffer's target market in United States?

Swiffer's target market in United States covers an estimated 896,692 people, concentrated in California and Texas.

02

What is the gender split and age of Swiffer customers?

69.3% of the Swiffer audience are female, 30.7% are male, with an average age of 41.8 years.

03

Which brands do Swiffer fans like most?

Swiffer fans show strongest brand affinity for Mr. Clean (55×), Cleaning (12.03×), and Membership Rewards (141.96×) over the country average.

04

Where do Swiffer fans live in United States?

Swiffer fans in United States are most concentrated in California (reach ~100K), Texas (reach ~90K), and New York (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Swiffer fans also like?

Beyond Swiffer itself, the audience over-indexes on Cleaning (12.03×), Membership Rewards (141.96×), Cleanliness (9.97×), and National Car Rental (12.27×) compared to the United States average.

Appendix

Explore more audiences

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

More Household cleaning audiences in United States

See Swiffer audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →