Rascasse Audience Intelligence

Diet Pepsi Target Market in United States

Diet Pepsi has an estimated audience of 185K people in United States.

#32among Soft drinks in United States#7049among brands in United States#3215in Food & Beverages

The average Diet Pepsi fan in United States is 33.9 years old, more male, and lives primarily in California.

By number of fans, Diet Pepsi ranks #32 among the 76 objects in Soft drinks in United States — 1.7× the group median.

Its fans are 1.0 years younger than the group average of 34.9.

Women make up 44.7% of the fan base, 8.7 percentage points fewer than the group average.

Compared with the other 75 objects in Soft drinks, Diet Pepsi fans stand out for their interest in Diet soda, Moped and CiCi's Pizza.

Most fans live in California, New York, Texas.

Top affinities include Diet Coke, Diet soda, Pepsi, with strongest over-indexing on Diet Coke (85× the country average).

Demographically, the Diet Pepsi audience skews more male with an average age of 33.9, and over-indexes on personality traits such as Convenience Orientation, Indulgence.

The typical Diet Pepsi fan in United States is more male, around 33.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Diet Coke.

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
185K
in United States
Gender
44.7%♀
55.3% male
Age
33.9
average years
Country rank
#63669
among all objects in United States
Fig. 01

Search interest · 12-month trend

-8%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Diet Pepsi

44.7% are female, 55.3% are male, average age 33.9.

Fig. 02

Gender split

44.7%
Female
55.3%
Male
Demographic split for Diet Pepsi audience in United States
MetricValue
Female44.7%
Male55.3%
Average age33.9
Estimated audience size185K
Fig. 03

Age distribution

Ø 33.9
average years
Age distribution of the Diet Pepsi audience in United States
Age bracketShare%
16-2438%
25-3422%
35-4414%
45-5413%
55+13%
Fig. 04

Worldwide distribution

37.2%

of the worldwide Diet Pepsi audience comes from United States.

Worldwide audience distribution share by country for Diet Pepsi
CountryShare
United States37.2%
Saudi Arabia12.2%
United Kingdom6.6%
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

Fig. 05

Top regions by affinity

Diet Pepsi customers by region in United States
#RegionReachAffinity×
01Iowa~3K1.42×
02Hawaii~1K1.32×
03Nebraska~1K1.24×
04Illinois~9K1.23×
05Indiana~5K1.22×
06Wisconsin~4K1.20×
07New York~10K1.19×
08Minnesota~4K1.18×
09South Dakota<1K1.17×
10Michigan~6K1.16×
11Ohio~7K1.15×
12California~20K1.14×
13Pennsylvania~8K1.12×
14Oregon~3K1.12×
15Kansas~2K1.12×
16West Virginia~1K1.11×
17Kentucky~3K1.10×
18Massachusetts~4K1.09×
19North Carolina~7K1.07×
20Maine<1K1.06×
21Washington~4K1.05×
22Washington, District of Columbia<1K1.05×
23Missouri~4K1.04×
24Virginia~5K1.03×
25Delaware<1K1.03×
26Idaho~1K1.01×
27Maryland~3K1.00×
28New Jersey~5K0.98×
29North Dakota<1K0.97×
30Connecticut~2K0.96×
31Utah~2K0.94×
32Nevada~2K0.94×
33Alaska<1K0.93×
34South Carolina~3K0.92×
35Oklahoma~2K0.92×
36Rhode Island<1K0.92×
37Montana<1K0.91×
38Vermont<1K0.91×
39Arizona~4K0.88×
40Tennessee~3K0.87×
41New Hampshire<1K0.87×
42Arkansas~1K0.84×
43Colorado~3K0.83×
44Florida~9K0.78×
45Alabama~2K0.78×
46New Mexico<1K0.78×
47Georgia~5K0.77×
48Mississippi~1K0.76×
49Texas~9K0.75×
50Louisiana~2K0.71×
Fig. 06

Affinity by region

Affinity by region — Diet Pepsi, United States
0.71×1.00×1.42×
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 Diet Pepsi audience vs. the country average
#·InterestCategoryAffinity×
01Diet CokeFood & Beverages85.00×
02Diet sodaFood & Beverages63.75×
03PepsiFood & Beverages21.99×
04MopedCars & Mobility20.10×
05CiCi's PizzaFood & Beverages11.30×
06Metal detectorHome & Garden10.61×
07Sun tanningBeauty & Wellness10.40×
087-ElevenShopping10.23×
09Golden CorralFood & Beverages10.06×
10Table tennisSports10.01×
11Panda ExpressFood & Beverages9.12×
12RedditInternet & Social Media6.83×
13Burger KingFood & Beverages6.35×
14Dunkin' DonutsFood & Beverages5.82×
15Soft drinksFood & Beverages5.50×
16FedExBusiness & Career4.99×
17McDonald'sFood & Beverages3.40×
18Wendy'sFood & Beverages3.37×
19SubwayFood & Beverages3.10×
20Donald TrumpPolitics & Society1.65×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Diet Pepsi audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Diet Pepsi audience vs. the country average · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.42×
IndulgenceJOY2.26×
Family OrientationCONSERVATISM2.26×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Diet Pepsi audience vs. the country average · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.74×
Luxury OrientationPREMIUM0.83×
MindfulnessBALANCE0.86×
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 Diet 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
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/diet-pepsi-2457” · Methodology