Rascasse Audience Intelligence

Kool-Aid Target Market in United States

Kool-Aid has an estimated audience of 999K people in United States.

#11among Soft drinks in United States#2586among brands in United States#1337in Food & Beverages

The average Kool-Aid fan in United States is 37.3 years old, balanced, and lives primarily in California.

By number of fans, Kool-Aid ranks #11 among the 73 objects in Soft drinks in United States — 7.9× the group median.

Its fans are 2.5 years older than the group average of 34.8.

Women make up 50.9% of the fan base, 2.1 percentage points fewer than the group average.

Compared with the other 72 objects in Soft drinks, Kool-Aid fans stand out for their interest in SpaghettiOs, Million Dollar Arm and Velveeta.

Most fans live in California, Texas, Florida.

Top affinities include SpaghettiOs, Million Dollar Arm, Velveeta, with strongest over-indexing on SpaghettiOs (95.68× the country average).

Demographically, the Kool-Aid audience skews balanced with an average age of 37.3, and over-indexes on personality traits such as Spirituality, Price Sensitivity.

The typical Kool-Aid fan in United States is balanced, around 37.3 years old, with strong Spirituality tendencies and a notable affinity for SpaghettiOs.

Category: Food & Beverages · Type: Brand · Subtype: Soft drinks

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
999K
in United States
Gender
50.9%♀
49.1% male
Age
37.3
average years
Country rank
#23645
among all objects in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Kool-Aid

50.9% are female, 49.1% are male, average age 37.3.

Fig. 02

Gender split

50.9%
Female
49.1%
Male
Demographic split for Kool-Aid audience in United States
MetricValue
Female50.9%
Male49.1%
Average age37.3
Estimated audience size999K
Fig. 03

Age distribution

Ø 37.3
average years
Age distribution of the Kool-Aid audience in United States
Age bracketShare%
16-2423%
25-3422%
35-4423%
45-5420%
55+12%
Fig. 04

Worldwide distribution

38.7%

of the worldwide Kool-Aid audience comes from United States.

Worldwide audience distribution share by country for Kool-Aid
CountryShare
United States38.7%
Mexico5.0%
Brazil4.1%
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

Fig. 05

Top regions by affinity

Kool-Aid customers by region in United States
#RegionReachAffinity×
01Nebraska~10K1.88×
02Mississippi~10K1.38×
03Texas~90K1.36×
04Alabama~20K1.34×
05Louisiana~20K1.34×
06Georgia~40K1.27×
07Arkansas~10K1.26×
08North Carolina~40K1.15×
09South Carolina~20K1.15×
10Oklahoma~10K1.15×
11Kentucky~20K1.12×
12Indiana~20K1.08×
13Virginia~30K1.07×
14Michigan~30K1.06×
15Tennessee~20K1.04×
16Illinois~40K1.03×
17Ohio~40K1.03×
18Arizona~20K1.03×
19California~100K1.02×
20West Virginia~5K1.01×
21Missouri~20K1.00×
22New Mexico~6K1.00×
23Kansas~9K0.99×
24New York~60K0.98×
25Maryland~20K0.98×
26Florida~60K0.97×
27Nevada~9K0.97×
28Iowa~9K0.97×
29Delaware~3K0.97×
30South Dakota~3K0.95×
31Pennsylvania~40K0.94×
32Hawaii~4K0.94×
33New Jersey~30K0.93×
34Minnesota~20K0.92×
35Washington~20K0.91×
36Wisconsin~20K0.91×
37North Dakota~2K0.91×
38Connecticut~10K0.90×
39Alaska~2K0.89×
40Massachusetts~20K0.88×
41Rhode Island~3K0.87×
42Washington, District of Columbia~2K0.85×
43Oregon~10K0.84×
44Colorado~10K0.82×
45Utah~8K0.81×
46Idaho~4K0.81×
47Maine~3K0.78×
48Vermont~1K0.78×
49Montana~2K0.76×
50New Hampshire~3K0.75×
Fig. 06

Affinity by region

Affinity by region — Kool-Aid, United States
0.75×1.00×1.88×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Kool-Aid audience vs. the country average
#·InterestCategoryAffinity×
01SpaghettiOsFood & Beverages95.68×
02Million Dollar ArmMovies & TV63.16×
03VelveetaFood & Beverages54.33×
04Lords of DogtownMovies & TV46.33×
05A&W Root BeerFood & Beverages43.84×
06FrescaFood & Beverages39.23×
07Chef BoyardeeFood & Beverages29.44×
08California State LotteryGames29.29×
09Florida LotteryGames24.69×
10New York LotteryGames22.88×
11ThorntonsFood & Beverages19.32×
12TakisFood & Beverages12.89×
13Fred MeyerShopping7.81×
14Texas LotteryGames7.06×
15Georgia LotteryGames7.04×
16Dutch Bros. CoffeeFood & Beverages5.60×
17Panda ExpressFood & Beverages4.32×
18InventionBusiness & Career3.67×
19Dollar GeneralShopping3.29×
20Dollar TreeShopping2.77×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Kool-Aid audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Kool-Aid audience vs. the country average · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE1.61×
Price SensitivityPREMIUM1.40×
IndividualismJOY1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Kool-Aid audience vs. the country average · Rather not
TraitClusterDeviationScore
CreativityOPEN0.91×
TravellingTHRILL0.91×
Design AffinityPREMIUM0.93×
0×1.00× baseline2×
Appendix

Explore more audiences

More Soft drinks audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Kool-Aid over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/kool-aid-3372” · Methodology