Rascasse Audience Intelligence

Unilever Target Market in United States

A data profile of the people who buy, follow and care about Unilever in United States — modelled from more than twelve digital signal sources. Unilever has an estimated audience of 3,618,196 people in United States.

#3among Detergent in United States#913among Brand in United States#562in Home & Garden

The average Unilever fan in United States is 38.2 years old, more female, and lives primarily in California.

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

Top brand affinities include Televisions, Cosmetics, Sales promotion, with strongest over-indexing on Televisions (1.64× the country average).

Demographically, the Unilever audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Convenience Orientation, Price Sensitivity.

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

The typical Unilever fan in United States is more female, around 38.2 years old, with strong Convenience Orientation tendencies and a notable affinity for Televisions.

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 Unilever profile in United States.

Audience size
3.6M
in United States
Gender
60.5%♀
39.5% male
Age
38.2
average years
Country rank
#8763
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 Unilever

60.5% are female, 39.5% are male, average age 38.2.

Fig. 02

Gender split

60.5%
Female
39.5%
Male
Demographic split for Unilever audience in United States
MetricValue
Female60.5%
Male39.5%
Average age38.2
Estimated audience size3,618,196
Fig. 03

Age distribution

Ø 38.2
average years
Age distribution of the Unilever audience in United States
Age bracketShare%
16-1920%
20-2922%
30-3921%
40-4921%
50+16%
Fig. 04

Worldwide distribution

18.3%

of the worldwide Unilever audience comes from United States.

Worldwide audience distribution share by country for Unilever
CountryShare
United States18.3%
Brazil8.4%
United Kingdom5.6%
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 Unilever audience in United States is strongest.

Fig. 05

Top regions by affinity

Unilever customers by region in United States
#RegionReachAffinity×
01Arkansas~90K3.12×
02Vermont~20K2.73×
03Missouri~100K2.37×
04New Jersey~200K2.08×
05Connecticut~70K1.96×
06Washington, District of Columbia~20K1.96×
07North Carolina~200K1.80×
08New York~300K1.59×
09Illinois~200K1.44×
10Massachusetts~90K1.26×
11Tennessee~90K1.18×
12Indiana~70K1.08×
13Pennsylvania~100K1.04×
14Rhode Island~10K1.00×
15Maryland~60K0.97×
16Kansas~30K0.97×
17New Hampshire~10K0.96×
18California~400K0.95×
19Virginia~80K0.95×
20Georgia~100K0.88×
21Florida~200K0.87×
22Minnesota~40K0.86×
23Washington~60K0.85×
24Oregon~40K0.85×
25Delaware~9K0.85×
26Ohio~90K0.84×
27Maine~10K0.84×
28Michigan~80K0.82×
29Wisconsin~40K0.81×
30Colorado~50K0.80×
31South Carolina~40K0.80×
32Texas~200K0.77×
33Utah~20K0.74×
34Alaska~6K0.73×
35Iowa~20K0.72×
36Nebraska~10K0.72×
37Kentucky~30K0.71×
38South Dakota~6K0.71×
39North Dakota~5K0.70×
40Hawaii~10K0.69×
41Nevada~20K0.67×
42Montana~7K0.67×
43Idaho~10K0.65×
44Arizona~50K0.64×
45West Virginia~10K0.64×
46Oklahoma~30K0.63×
47Louisiana~30K0.62×
48Mississippi~20K0.61×
49New Mexico~10K0.58×
50Alabama~30K0.57×
Fig. 06

Affinity by region

Affinity by region — Unilever, United States
0.57×1.00×3.12×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Unilever audience
#·InterestCategoryAffinity×
01Twins (group)Music & Radio7.30×
02Macy'sShopping2.11×
03WalgreensShopping2.06×
04MammalPets & Animals2.00×
05Texas RoadhouseFood & Beverages1.96×
06Sales promotionShopping1.85×
07Hair productsBeauty & Wellness1.73×
08CosmeticsBeauty & Wellness1.65×
09TelevisionsTechnology & Electronics1.64×
10Pop musicMusic & Radio1.62×
11ChildKids & Family1.59×
12HappinessHealth1.59×
13Social networkInternet & Social Media1.58×
14U.S. stateTravel & Leisure1.58×
15Hip hop musicMusic & Radio1.58×
16Mobile phonesTechnology & Electronics1.57×
17NatureHome & Garden1.54×
18Rock musicMusic & Radio1.53×
19AutomobilesCars & Mobility1.53×
20Video gamesGames1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Unilever 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 Unilever audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.68×
Price SensitivityPREMIUM1.53×
Risk AppetiteTHRILL1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Unilever audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.93×
Luxury OrientationPREMIUM0.95×
TravellingTHRILL0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Unilever's target market in United States?

Unilever's target market in United States covers an estimated 3,618,196 people, concentrated in California and New York.

02

What is the gender split and age of Unilever customers?

60.5% of the Unilever audience are female, 39.5% are male, with an average age of 38.2 years.

03

Which brands do Unilever fans like most?

Unilever fans show strongest brand affinity for Televisions (1.64×), Cosmetics (1.65×), and Sales promotion (1.85×) over the country average.

04

Where do Unilever fans live in United States?

Unilever fans in United States are most concentrated in California (reach ~400K), New York (reach ~300K), and Texas (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Unilever fans also like?

Beyond Unilever itself, the audience over-indexes on Cosmetics (1.65×), Sales promotion (1.85×), Twins (group) (7.3×), and Social network (1.58×) 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 Unilever audiences in other countries

How to read this data

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