Rascasse Audience Intelligence

Toothpaste Audience in United States

A data profile of the people who buy, follow and care about Toothpaste in United States — modelled from more than twelve digital signal sources. Toothpaste has an estimated audience of 8,440,663 people in United States.

#2among Teeth in United States#2625among Topic in United States#102in Beauty & Wellness

The average Toothpaste fan in United States is 38.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Tooth brushing, Tooth, Toothbrush, with strongest over-indexing on Tooth brushing (7.64× the country average).

Demographically, the Toothpaste audience skews more female with an average age of 38.5, and over-indexes on personality traits such as Need for Security, Family Orientation.

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

The typical Toothpaste fan in United States is more female, around 38.5 years old, with strong Need for Security tendencies and a notable affinity for Tooth brushing.

Category: Beauty & Wellness · Type: Topic · Subtype: Teeth

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 Toothpaste profile in United States.

Audience size
8.4M
in United States
Gender
57.9%♀
42.1% male
Age
38.5
average years
Country rank
#4204
Topic in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Toothpaste fans

57.9% are female, 42.1% are male, average age 38.5.

Fig. 02

Gender split

57.9%
Female
42.1%
Male
Demographic split for Toothpaste audience in United States
MetricValue
Female57.9%
Male42.1%
Average age38.5
Estimated audience size8,440,663
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Toothpaste audience in United States
Age bracketShare%
16-1918%
20-2923%
30-3921%
40-4920%
50+17%
Fig. 04

Worldwide distribution

14.6%

of the worldwide Toothpaste audience comes from United States.

Worldwide audience distribution share by country for Toothpaste
CountryShare
United States14.6%
Brazil8.1%
Japan6.4%
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 Toothpaste audience in United States is strongest.

Fig. 05

Top regions by affinity

Toothpaste fans by region: top regions in United States
#RegionReachAffinity×
01Louisiana~100K1.35×
02Texas~900K1.30×
03Mississippi~90K1.29×
04Georgia~300K1.26×
05California~1M1.22×
06Maryland~200K1.16×
07Alabama~100K1.16×
08Virginia~200K1.12×
09New York~500K1.11×
10North Carolina~300K1.11×
11Kansas~70K1.11×
12South Carolina~100K1.10×
13Illinois~300K1.09×
14Arkansas~80K1.09×
15New Jersey~200K1.08×
16Indiana~200K1.08×
17Arizona~200K1.06×
18Oklahoma~100K1.06×
19Nevada~90K1.06×
20New Mexico~40K1.06×
21Florida~600K1.05×
22Nebraska~40K1.03×
23Kentucky~100K1.01×
24Delaware~20K1.01×
25Pennsylvania~300K1.00×
26Tennessee~200K1.00×
27North Dakota~20K1.00×
28Minnesota~100K0.99×
29Oregon~90K0.97×
30Iowa~70K0.97×
31Washington~200K0.96×
32Missouri~100K0.96×
33Washington, District of Columbia~20K0.96×
34Michigan~200K0.95×
35Connecticut~80K0.95×
36South Dakota~20K0.94×
37Ohio~200K0.93×
38Massachusetts~200K0.92×
39Hawaii~30K0.92×
40Utah~70K0.91×
41West Virginia~40K0.91×
42Idaho~40K0.90×
43Wisconsin~100K0.89×
44Rhode Island~20K0.89×
45Colorado~100K0.86×
46Alaska~20K0.86×
47New Hampshire~30K0.81×
48Montana~20K0.78×
49Maine~20K0.75×
50Vermont~10K0.74×
Fig. 06

Affinity by region

Affinity by region — Toothpaste, United States
0.74×1.00×1.35×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Toothpaste audience
#·InterestCategoryAffinity×
01ColgateBeauty & Wellness10.88×
02Sodium bicarbonateHealth8.73×
03Tooth brushingHealth7.64×
04InvisalignHealth7.28×
05MouthwashHealth7.22×
06ToothbrushBeauty & Wellness5.13×
07New-adult fictionLiterature4.66×
08ToothHealth3.98×
09LabCorpHealth2.66×
10Hair follicleBeauty & Wellness2.30×
11WalgreensShopping1.89×
12Dollar GeneralShopping1.85×
13AldiShopping1.78×
14Lindsey GrahamPolitics & Society1.72×
15Concurrent Versions SystemTechnology & Electronics1.65×
16Sam's ClubShopping1.61×
17Hobby LobbyHome & Garden1.58×
18Google DriveTechnology & Electronics1.56×
19Mitch McConnellPolitics & Society1.51×
20NatureHome & Garden1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Toothpaste 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 Toothpaste audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.51×
Family OrientationCONSERVATISM1.32×
Price SensitivityPREMIUM1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Toothpaste audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.88×
PatriotismCONSERVATISM0.89×
Early Adopter MentalityPOWER0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Toothpaste have in United States?

Toothpaste has an estimated audience of 8,440,663 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Toothpaste fans?

57.9% of Toothpaste fans are female, 42.1% are male, with an average age of 38.5 years.

03

Which brands do Toothpaste fans like most?

Toothpaste fans show strongest brand affinity for Tooth brushing (7.64×), Tooth (3.98×), and Toothbrush (5.13×) over the country average.

04

Where do Toothpaste fans live in United States?

Toothpaste fans in United States are most concentrated in California (reach ~1M), Texas (reach ~900K), and Florida (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Toothpaste fans also like?

Beyond Toothpaste itself, the audience over-indexes on Tooth (3.98×), Toothbrush (5.13×), Nature (1.5×), and Walgreens (1.89×) compared to the United States average.

Appendix

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

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See Toothpaste audiences in other countries

How to read this data

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