Rascasse Audience Intelligence

Vaseline Target Market in United States

A data profile of the people who buy, follow and care about Vaseline in United States — modelled from more than twelve digital signal sources. Vaseline has an estimated audience of 1,831,096 people in United States.

#24among Personal care in United States#1564among Brand in United States#232in Beauty & Wellness

The average Vaseline 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 Hobby Lobby, Dick Van Dyke, Dollar General, with strongest over-indexing on Hobby Lobby (1.79× the country average).

Demographically, the Vaseline audience skews more female with an average age of 38.5, and over-indexes on personality traits such as Price Sensitivity, DIY Mentality.

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

The typical Vaseline fan in United States is more female, around 38.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Hobby Lobby.

Category: Beauty & Wellness · Type: Brand · Subtype: Personal care

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 Vaseline profile in United States.

Audience size
1.8M
in United States
Gender
78.9%♀
21.1% male
Age
38.5
average years
Country rank
#15259
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 Vaseline

78.9% are female, 21.1% are male, average age 38.5.

Fig. 02

Gender split

78.9%
Female
21.1%
Male
Demographic split for Vaseline audience in United States
MetricValue
Female78.9%
Male21.1%
Average age38.5
Estimated audience size1,831,096
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Vaseline audience in United States
Age bracketShare%
16-1924%
20-2919%
30-3918%
40-4919%
50+21%
Fig. 04

Worldwide distribution

14.1%

of the worldwide Vaseline audience comes from United States.

Worldwide audience distribution share by country for Vaseline
CountryShare
United States14.1%
India10.7%
Indonesia7.5%
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 Vaseline audience in United States is strongest.

Fig. 05

Top regions by affinity

Vaseline customers by region in United States
#RegionReachAffinity×
01Georgia~70K1.32×
02Maryland~40K1.31×
03Alabama~30K1.30×
04Mississippi~20K1.26×
05Texas~200K1.24×
06California~200K1.23×
07New York~100K1.19×
08Illinois~70K1.16×
09Delaware~6K1.15×
10North Carolina~60K1.14×
11New Jersey~50K1.14×
12Virginia~50K1.13×
13Florida~100K1.10×
14Pennsylvania~70K1.08×
15Massachusetts~40K1.08×
16South Carolina~30K1.08×
17Tennessee~40K1.07×
18Arkansas~20K1.07×
19Washington~40K1.06×
20Hawaii~8K1.05×
21Michigan~50K1.04×
22Nevada~20K1.04×
23Ohio~60K1.03×
24Arizona~40K1.03×
25Indiana~30K1.03×
26Minnesota~30K1.03×
27Alaska~4K1.02×
28Kentucky~20K0.99×
29Washington, District of Columbia~5K0.99×
30Missouri~30K0.98×
31Louisiana~20K0.98×
32Connecticut~20K0.97×
33Nebraska~9K0.97×
34Iowa~10K0.96×
35Kansas~10K0.94×
36Wisconsin~30K0.93×
37Oklahoma~20K0.92×
38South Dakota~4K0.91×
39Oregon~20K0.90×
40North Dakota~3K0.90×
41Rhode Island~5K0.88×
42New Mexico~8K0.86×
43West Virginia~7K0.85×
44Utah~10K0.84×
45Idaho~8K0.83×
46Colorado~20K0.80×
47Maine~5K0.80×
48New Hampshire~5K0.76×
49Vermont~2K0.69×
50Montana~3K0.67×
Fig. 06

Affinity by region

Affinity by region — Vaseline, United States
0.67×1.00×1.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Vaseline audience
#·InterestCategoryAffinity×
01Dishwashing liquidHome & Garden8.28×
02Extra Space StorageHome & Garden2.56×
03Dick Van DykeMovies & TV2.33×
04Family DollarFashion & Accessoires2.12×
05Denver NuggetsSports2.06×
06QuizGames2.00×
07BurlingtonFashion & Accessoires1.94×
08Hobby LobbyHome & Garden1.79×
09Dollar GeneralShopping1.69×
10Panda ExpressFood & Beverages1.68×
11GrandparentKids & Family1.60×
12Michael JacksonMusic & Radio1.60×
13Local newsNews1.59×
14NostalgiaHome & Garden1.58×
15Dollar TreeShopping1.57×
16HouseholdHome & Garden1.57×
17PregnancyKids & Family1.57×
18AldiShopping1.53×
19ChildbirthKids & Family1.52×
20Home repairHome & Garden1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Vaseline 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 Vaseline audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.18×
DIY MentalityTHRILL1.17×
Community OrientationOPEN1.07×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Vaseline audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.56×
Risk AppetiteTHRILL0.61×
Luxury OrientationPREMIUM0.62×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Vaseline's target market in United States?

Vaseline's target market in United States covers an estimated 1,831,096 people, concentrated in California and Texas.

02

What is the gender split and age of Vaseline customers?

78.9% of the Vaseline audience are female, 21.1% are male, with an average age of 38.5 years.

03

Which brands do Vaseline fans like most?

Vaseline fans show strongest brand affinity for Hobby Lobby (1.79×), Dick Van Dyke (2.33×), and Dollar General (1.69×) over the country average.

04

Where do Vaseline fans live in United States?

Vaseline fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Vaseline fans also like?

Beyond Vaseline itself, the audience over-indexes on Dick Van Dyke (2.33×), Dollar General (1.69×), Aldi (1.53×), and Dollar Tree (1.57×) compared to the United States average.

Appendix

Explore more audiences

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

More Personal care audiences in United States

See Vaseline audiences in other countries

How to read this data

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