Rascasse Audience Intelligence

WD-40 Target Market in United States

Name: WD-40 — United States
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about WD-40 in United States — modelled from more than twelve digital signal sources. WD-40 has an estimated audience of 2,722,942 people in United States.

#5among Detergent in United States #1135among Brand in United States #677in Home & Garden

The average WD-40 fan in United States is 48.5 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Wood (magazine), Bernadette Peters, AutoZone, with strongest over-indexing on Wood (magazine) (34.28× the country average).

Demographically, the WD-40 audience skews more male with an average age of 48.5, and over-indexes on personality traits such as DIY Mentality, Need for Security.

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

The typical WD-40 fan in United States is more male, around 48.5 years old, with strong DIY Mentality tendencies and a notable affinity for Wood (magazine).

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 WD-40 profile in United States.

Audience size

2.7M

in United States

Gender

32.7%♀

67.3% male

Age

48.5

average years

Country rank

#11134

Brand in United States

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Customer demographics of WD-40

32.7% are female, 67.3% are male, average age 48.5.

Fig. 02

Gender split

32.7%

Female

67.3%

Male

Demographic split for WD-40 audience in United States
Metric	Value
Female	32.7%
Male	67.3%
Average age	48.5
Estimated audience size	2,722,942

Fig. 03

Age distribution

Age distribution of the WD-40 audience in United States
Age bracket	Share	%
16-19		5%
20-29		10%
30-39		15%
40-49		23%
50+		46%

Fig. 04

Worldwide distribution

19.3%

of the worldwide WD-40 audience comes from United States.

Worldwide audience distribution share by country for WD-40
Country	Share
United States	19.3%
Brazil	10.4%
Germany	7.0%

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 WD-40 audience in United States is strongest.

Fig. 05

Top regions by affinity

WD-40 customers by region in United States
#	Region	Reach	×
01	California	~300K	1.38×
02	Texas	~200K	1.28×
03	New York	~100K	1.25×
04	New Jersey	~60K	1.23×
05	Hawaii	~9K	1.18×
06	Massachusetts	~40K	1.17×
07	Illinois	~70K	1.16×
08	Georgia	~60K	1.16×
09	North Carolina	~60K	1.11×
10	Washington	~40K	1.11×
11	Virginia	~50K	1.10×
12	Florida	~100K	1.08×
13	Maryland	~30K	1.08×
14	Connecticut	~20K	1.07×
15	Pennsylvania	~60K	1.06×
16	Nevada	~20K	1.06×
17	Tennessee	~40K	1.03×
18	Indiana	~30K	1.02×
19	Arizona	~40K	1.01×
20	Alabama	~30K	1.01×
21	Arkansas	~10K	1.01×
22	Kansas	~10K	1.01×
23	Michigan	~50K	1.00×
24	Louisiana	~20K	1.00×
25	Mississippi	~10K	1.00×
26	Washington, District of Columbia	~5K	1.00×
27	Delaware	~5K	1.00×
28	Oklahoma	~20K	0.99×
29	Ohio	~50K	0.98×
30	South Carolina	~30K	0.98×
31	Rhode Island	~6K	0.98×
32	Missouri	~30K	0.96×
33	Wisconsin	~30K	0.96×
34	Minnesota	~20K	0.96×
35	Nebraska	~9K	0.95×
36	West Virginia	~8K	0.95×
37	Kentucky	~20K	0.94×
38	New Mexico	~8K	0.94×
39	Idaho	~8K	0.94×
40	Oregon	~20K	0.93×
41	Alaska	~4K	0.93×
42	Iowa	~10K	0.92×
43	Utah	~10K	0.90×
44	New Hampshire	~6K	0.90×
45	North Dakota	~3K	0.90×
46	Maine	~6K	0.86×
47	Colorado	~20K	0.84×
48	South Dakota	~3K	0.84×
49	Vermont	~3K	0.82×
50	Montana	~4K	0.81×

Affinity by region — WD-40, United States

Section 04

Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the WD-40 audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for WD-40 audience
#	Interest	Category	×
01	Dredd	Movies & TV	50.37×
02	Valiant (comics)	Literature	43.07×
03	Bernadette Peters	Movies & TV	39.13×
04	CityLine	Travel & Leisure	39.13×
05	Web.com	Internet & Social Media	36.78×
06	David Bromstad	Movies & TV	34.57×
07	Wood (magazine)	Business & Career	34.28×
08	National Farm Machinery Show	Business & Career	34.01×
09	Lincoln Electric	Business & Career	29.62×
10	Paul Stanley	Music & Radio	24.26×
11	Planes, Trains and Automobiles	Movies & TV	17.96×
12	Toro (company)	Home & Garden	17.77×
13	American Home Shield	Home & Garden	17.35×
14	Bobcat Company	Home & Garden	15.65×
15	Pilot Flying J	Cars & Mobility	9.00×
16	Five Below	Shopping	6.96×
17	The UPS Store	Shopping	6.30×
18	AutoZone	Cars & Mobility	6.15×
19	Advance Auto Parts	Cars & Mobility	5.83×
20	House	Home & Garden	2.69×

Section 05

Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the WD-40 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 WD-40 audience · What stands out
Trait	Cluster	Score
DIY Mentality	THRILL	2.19×
Need for Security	CONSERVATISM	1.83×
Patriotism	CONSERVATISM	1.74×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by WD-40 audience · Rather not
Trait	Cluster	Score
Mindfulness	BALANCE	0.91×
Luxury Orientation	PREMIUM	0.95×
Design Affinity	PREMIUM	1.15×

0×1.00× baseline2×

Section 06

Frequently asked questions

Who is WD-40's target market in United States?

WD-40's target market in United States covers an estimated 2,722,942 people, concentrated in California and Texas.

What is the gender split and age of WD-40 customers?

32.7% of the WD-40 audience are female, 67.3% are male, with an average age of 48.5 years.

Which brands do WD-40 fans like most?

WD-40 fans show strongest brand affinity for Wood (magazine) (34.28×), Bernadette Peters (39.13×), and AutoZone (6.15×) over the country average.

Where do WD-40 fans live in United States?

WD-40 fans in United States are most concentrated in California (reach ~300K), Texas (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

What other brands do WD-40 fans also like?

Beyond WD-40 itself, the audience over-indexes on Bernadette Peters (39.13×), AutoZone (6.15×), The UPS Store (6.3×), and Dredd (50.37×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for WD-40. 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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