Rascasse Audience Intelligence

Tide (brand) Target Market in United States

A data profile of the people who buy, follow and care about Tide (brand) in United States — modelled from more than twelve digital signal sources. Tide (brand) has an estimated audience of 3,792,497 people in United States.

#2among Detergent in United States#864among Brand in United States#547in Home & Garden

The average Tide (brand) fan in United States is 42.0 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Laundry detergent, Dollar General, Dollar Tree, with strongest over-indexing on Laundry detergent (6.66× the country average).

Demographically, the Tide (brand) audience skews more female with an average age of 42.0, and over-indexes on personality traits such as DIY Mentality, Patriotism.

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

The typical Tide (brand) fan in United States is more female, around 42.0 years old, with strong DIY Mentality tendencies and a notable affinity for Laundry detergent.

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 Tide (brand) profile in United States.

Audience size
3.8M
in United States
Gender
74.6%♀
25.4% male
Age
42.0
average years
Country rank
#8405
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 Tide (brand)

74.6% are female, 25.4% are male, average age 42.0.

Fig. 02

Gender split

74.6%
Female
25.4%
Male
Demographic split for Tide (brand) audience in United States
MetricValue
Female74.6%
Male25.4%
Average age42.0
Estimated audience size3,792,497
Fig. 03

Age distribution

Ø 42.0
average years
Age distribution of the Tide (brand) audience in United States
Age bracketShare%
16-1912%
20-2918%
30-3922%
40-4923%
50+25%
Fig. 04

Worldwide distribution

31.3%

of the worldwide Tide (brand) audience comes from United States.

Worldwide audience distribution share by country for Tide (brand)
CountryShare
United States31.3%
United Kingdom7.4%
Germany7.3%
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 Tide (brand) audience in United States is strongest.

Fig. 05

Top regions by affinity

Tide (brand) customers by region in United States
#RegionReachAffinity×
01Maine~20K1.69×
02Washington~90K1.52×
03Oregon~50K1.44×
04Virginia~100K1.38×
05Florida~300K1.37×
06Rhode Island~10K1.35×
07Massachusetts~80K1.34×
08Hawaii~20K1.34×
09South Carolina~60K1.33×
10California~400K1.31×
11Alaska~8K1.23×
12Connecticut~40K1.17×
13New York~200K1.16×
14Washington, District of Columbia~10K1.16×
15New Jersey~90K1.15×
16Maryland~60K1.14×
17Georgia~100K1.12×
18North Carolina~100K1.11×
19Nevada~30K1.11×
20Delaware~9K1.11×
21Texas~300K1.10×
22Illinois~100K1.04×
23Ohio~100K1.03×
24Colorado~50K1.00×
25New Hampshire~10K0.95×
26Vermont~5K0.94×
27Louisiana~40K0.93×
28Minnesota~40K0.90×
29Pennsylvania~90K0.89×
30Indiana~50K0.89×
31Michigan~70K0.86×
32Tennessee~50K0.86×
33Kansas~20K0.85×
34Missouri~40K0.84×
35Utah~20K0.84×
36Mississippi~20K0.84×
37New Mexico~10K0.82×
38Alabama~30K0.80×
39Kentucky~30K0.80×
40Wisconsin~40K0.79×
41Idaho~10K0.79×
42Nebraska~10K0.78×
43South Dakota~5K0.78×
44Oklahoma~30K0.76×
45Arkansas~20K0.76×
46West Virginia~10K0.75×
47Arizona~40K0.70×
48Iowa~20K0.70×
49North Dakota~4K0.70×
50Montana~6K0.69×
Fig. 06

Affinity by region

Affinity by region — Tide (brand), United States
0.69×1.00×1.69×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Tide (brand) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Tide (brand) audience
#·InterestCategoryAffinity×
01DownyHome & Garden10.24×
02Laundry detergentHome & Garden6.66×
03DetergentHome & Garden3.96×
04Procter & GambleHome & Garden3.76×
05LaundryHome & Garden3.56×
06CoachFashion & Accessoires2.68×
07Tennessee Volunteers footballSports2.62×
08Dollar GeneralShopping2.49×
09Lands' EndFashion & Accessoires2.34×
10Dollar TreeShopping2.30×
11Washing machineHome & Garden2.22×
12Robert RedfordMovies & TV2.16×
13Diane KeatonMovies & TV2.00×
14BestsellerLiterature1.78×
15Charles Schwab CorporationBusiness & Career1.73×
16L.L.BeanFashion & Accessoires1.71×
17QVCMovies & TV1.69×
18KitchenwareHome & Garden1.61×
19Pottery BarnHome & Garden1.54×
20Dillard'sFashion & Accessoires1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Tide (brand) 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 Tide (brand) audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.21×
PatriotismCONSERVATISM1.21×
Need for SecurityCONSERVATISM1.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Tide (brand) audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.71×
IndulgenceJOY0.78×
Urban LifestyleOPEN0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Tide (brand)'s target market in United States?

Tide (brand)'s target market in United States covers an estimated 3,792,497 people, concentrated in California and Texas.

02

What is the gender split and age of Tide (brand) customers?

74.6% of the Tide (brand) audience are female, 25.4% are male, with an average age of 42.0 years.

03

Which brands do Tide (brand) fans like most?

Tide (brand) fans show strongest brand affinity for Laundry detergent (6.66×), Dollar General (2.49×), and Dollar Tree (2.3×) over the country average.

04

Where do Tide (brand) fans live in United States?

Tide (brand) fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Tide (brand) fans also like?

Beyond Tide (brand) itself, the audience over-indexes on Dollar General (2.49×), Dollar Tree (2.3×), Laundry (3.56×), and Detergent (3.96×) compared to the United States average.

Appendix

Explore more audiences

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

More Detergent audiences in United States

See Tide (brand) audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Tide (brand). 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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