Rascasse Audience Intelligence

Pepsi Target Market in United States

Pepsi has an estimated audience of 3.5M people in United States.

#4among Soft drinks in United States#999among brands in United States#583in Food & Beverages

The average Pepsi fan in United States is 37.2 years old, balanced, and lives primarily in California.

By number of fans, Pepsi ranks #4 among the 73 objects in Soft drinks in United States — 27.9× the group median.

Its fans are 2.4 years older than the group average of 34.8.

Women make up 46.1% of the fan base, 6.9 percentage points fewer than the group average.

Compared with the other 72 objects in Soft drinks, Pepsi fans stand out for their interest in Tim Horton, Dick Van Dyke and Freight transport.

Most fans live in California, Texas, New York.

Top affinities include Tim Horton, Scooby-Doo, Dick Van Dyke, with strongest over-indexing on Tim Horton (5.01× the country average).

Demographically, the Pepsi audience skews balanced with an average age of 37.2, and over-indexes on personality traits such as Need for Security, Patriotism.

The typical Pepsi fan in United States is balanced, around 37.2 years old, with strong Need for Security tendencies and a notable affinity for Tim Horton.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
3.5M
in United States
Gender
46.1%♀
53.9% male
Age
37.2
average years
Country rank
#8880
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 Pepsi

46.1% are female, 53.9% are male, average age 37.2.

Fig. 02

Gender split

46.1%
Female
53.9%
Male
Demographic split for Pepsi audience in United States
MetricValue
Female46.1%
Male53.9%
Average age37.2
Estimated audience size3.5M
Fig. 03

Age distribution

Ø 37.2
average years
Age distribution of the Pepsi audience in United States
Age bracketShare%
16-2428%
25-3420%
35-4418%
45-5417%
55+17%
Fig. 04

Worldwide distribution

20.3%

of the worldwide Pepsi audience comes from United States.

Worldwide audience distribution share by country for Pepsi
CountryShare
United States20.3%
Mexico5.1%
Brazil4.4%
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

Fig. 05

Top regions by affinity

Pepsi customers by region in United States
#RegionReachAffinity×
01Indiana~100K1.45×
02Kentucky~60K1.29×
03North Carolina~100K1.28×
04Missouri~80K1.28×
05Wyoming~8K1.27×
06Nebraska~20K1.21×
07Ohio~100K1.20×
08Oklahoma~50K1.19×
09Iowa~40K1.19×
10West Virginia~20K1.19×
11Illinois~200K1.18×
12Kansas~40K1.16×
13Michigan~100K1.15×
14South Carolina~60K1.12×
15Wisconsin~70K1.09×
16Pennsylvania~100K1.08×
17North Dakota~9K1.07×
18Virginia~100K1.06×
19Maryland~70K1.05×
20Arkansas~30K1.02×
21Delaware~10K0.99×
22Minnesota~60K0.98×
23Idaho~20K0.98×
24Texas~200K0.97×
25Georgia~100K0.97×
26Tennessee~70K0.97×
27Arizona~80K0.96×
28Alabama~50K0.96×
29South Dakota~9K0.96×
30Colorado~60K0.95×
31Utah~30K0.95×
32California~400K0.94×
33New York~200K0.94×
34Mississippi~30K0.94×
35Nevada~30K0.92×
36New Mexico~20K0.92×
37Montana~10K0.91×
38Washington~70K0.90×
39New Jersey~90K0.89×
40Florida~200K0.88×
41Oregon~40K0.88×
42Louisiana~40K0.84×
43Connecticut~30K0.83×
44Hawaii~10K0.83×
45Maine~10K0.83×
46Alaska~6K0.83×
47Vermont~5K0.81×
48Rhode Island~9K0.80×
49New Hampshire~10K0.75×
50Massachusetts~50K0.73×
Fig. 06

Affinity by region

Affinity by region — Pepsi, United States
0.73×1.00×1.45×
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 Pepsi audience vs. the country average
#·InterestCategoryAffinity×
01Tim HortonSports5.01×
02Scooby-DooMovies & TV3.58×
03Dick Van DykeMovies & TV2.78×
04Freight transportCars & Mobility2.64×
05Pizza HutFood & Beverages2.41×
06Concurrent Versions SystemTechnology & Electronics2.41×
07Dollar GeneralShopping2.37×
08TelevisionsTechnology & Electronics2.20×
09FloridaTravel & Leisure2.19×
10Android (operating system)Technology & Electronics1.92×
11Video gamesGames1.90×
12Rock musicMusic & Radio1.83×
13CleverMusic & Radio1.70×
14United StatesTravel & Leisure1.70×
15Comedy moviesMovies & TV1.68×
16ComputersTechnology & Electronics1.67×
17Food and drinkFood & Beverages1.57×
18FoodFood & Beverages1.54×
19Outdoor recreationSports1.52×
20MoviesMovies & TV1.51×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Pepsi audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Pepsi audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.55×
PatriotismCONSERVATISM1.51×
Convenience OrientationPREMIUM1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Pepsi audience vs. the country average · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.70×
Design AffinityPREMIUM0.71×
Sports ActivityPOWER0.85×
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 Pepsi 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/pepsi-8009” · Methodology