Rascasse Audience Intelligence

Toilet paper Audience in United States

A data profile of the people who buy, follow and care about Toilet paper in United States — modelled from more than twelve digital signal sources. Toilet paper has an estimated audience of 8,001,372 people in United States.

#2725among Topic in United States#318in Home & Garden

The average Toilet paper fan in United States is 44.4 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Enterprise Rent-A-Car, Mitch McConnell, Toilet, with strongest over-indexing on Enterprise Rent-A-Car (4.46× the country average).

Demographically, the Toilet paper audience skews more female with an average age of 44.4, and over-indexes on personality traits such as Need for Security, Spirituality.

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

The typical Toilet paper fan in United States is more female, around 44.4 years old, with strong Need for Security tendencies and a notable affinity for Enterprise Rent-A-Car.

Category: Home & Garden · Type: Topic

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 Toilet paper profile in United States.

Audience size
8M
in United States
Gender
62.4%♀
37.6% male
Age
44.4
average years
Country rank
#4432
Topic in United States
Fig. 01

Search interest · 12-month trend

-2%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Toilet paper fans

62.4% are female, 37.6% are male, average age 44.4.

Fig. 02

Gender split

62.4%
Female
37.6%
Male
Demographic split for Toilet paper audience in United States
MetricValue
Female62.4%
Male37.6%
Average age44.4
Estimated audience size8,001,372
Fig. 03

Age distribution

Ø 44.4
average years
Age distribution of the Toilet paper audience in United States
Age bracketShare%
16-199%
20-2915%
30-3920%
40-4925%
50+31%
Fig. 04

Worldwide distribution

34.2%

of the worldwide Toilet paper audience comes from United States.

Worldwide audience distribution share by country for Toilet paper
CountryShare
United States34.2%
Taiwan7.1%
United Kingdom6.7%
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 Toilet paper audience in United States is strongest.

Fig. 05

Top regions by affinity

Toilet paper fans by region: top regions in United States
#RegionReachAffinity×
01Texas~800K1.21×
02Louisiana~100K1.20×
03Indiana~200K1.16×
04Arizona~200K1.15×
05California~1M1.13×
06Maryland~200K1.13×
07West Virginia~40K1.13×
08Kentucky~100K1.12×
09Delaware~20K1.12×
10Arkansas~70K1.11×
11Michigan~200K1.10×
12Kansas~70K1.10×
13Pennsylvania~300K1.09×
14Florida~600K1.07×
15Ohio~300K1.07×
16North Carolina~300K1.07×
17Missouri~100K1.07×
18Oklahoma~90K1.07×
19Virginia~200K1.06×
20Nebraska~40K1.06×
21Illinois~300K1.03×
22Georgia~300K1.03×
23South Carolina~100K1.02×
24Iowa~70K1.02×
25Mississippi~70K1.02×
26New York~500K1.01×
27Tennessee~200K1.01×
28Wisconsin~100K1.01×
29Alabama~100K1.01×
30New Mexico~40K1.01×
31New Jersey~200K0.98×
32Nevada~80K0.97×
33Massachusetts~200K0.96×
34Idaho~40K0.96×
35Rhode Island~20K0.96×
36Oregon~90K0.95×
37Minnesota~100K0.94×
38North Dakota~20K0.94×
39Connecticut~70K0.92×
40Washington~100K0.91×
41South Dakota~20K0.91×
42Maine~30K0.88×
43Colorado~100K0.87×
44Utah~60K0.87×
45Hawaii~30K0.87×
46New Hampshire~30K0.87×
47Alaska~10K0.84×
48Washington, District of Columbia~20K0.83×
49Montana~20K0.82×
50Vermont~10K0.82×
Fig. 06

Affinity by region

Affinity by region — Toilet paper, United States
0.82×1.00×1.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Toilet paper audience
#·InterestCategoryAffinity×
01ToiletHome & Garden5.27×
02Enterprise Rent-A-CarCars & Mobility4.46×
03Mitch McConnellPolitics & Society2.61×
04Yahoo! FinanceBusiness & Career2.27×
05GrandparentKids & Family2.24×
06RedditInternet & Social Media2.12×
07Local newsNews1.91×
08Breaking newsMovies & TV1.88×
09United States Postal ServiceBusiness & Career1.86×
10ChristmasKids & Family1.84×
11ParentKids & Family1.74×
12AnimalPets & Animals1.72×
13TherapyHealth1.71×
14PinterestInternet & Social Media1.62×
15HistoryLiterature1.61×
16EatingFood & Beverages1.60×
17WomanKids & Family1.59×
18Donald TrumpPolitics & Society1.55×
19NBCMovies & TV1.52×
20PhotographTechnology & Electronics1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Toilet paper 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 Toilet paper audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.57×
SpiritualityBALANCE1.39×
CreativityOPEN1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Toilet paper audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.68×
Early Adopter MentalityPOWER0.93×
Design AffinityPREMIUM0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Toilet paper have in United States?

Toilet paper has an estimated audience of 8,001,372 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Toilet paper fans?

62.4% of Toilet paper fans are female, 37.6% are male, with an average age of 44.4 years.

03

Which brands do Toilet paper fans like most?

Toilet paper fans show strongest brand affinity for Enterprise Rent-A-Car (4.46×), Mitch McConnell (2.61×), and Toilet (5.27×) over the country average.

04

Where do Toilet paper fans live in United States?

Toilet paper fans in United States are most concentrated in California (reach ~1M), Texas (reach ~800K), and Florida (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Toilet paper fans also like?

Beyond Toilet paper itself, the audience over-indexes on Mitch McConnell (2.61×), Toilet (5.27×), Donald Trump (1.55×), and Reddit (2.12×) 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 Toilet paper audiences in other countries

How to read this data

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