Rascasse Audience Intelligence

Mountain Dew Target Market in United States

Mountain Dew has an estimated audience of 2.7M people in United States.

#6among Soft drinks in United States#1242among brands in United States#714in Food & Beverages

The average Mountain Dew fan in United States is 36.8 years old, more male, and lives primarily in California.

By number of fans, Mountain Dew ranks #6 among the 76 objects in Soft drinks in United States — 24.8× the group median.

Its fans are 1.9 years older than the group average of 34.9.

Women make up 37.3% of the fan base, 16.2 percentage points fewer than the group average.

Compared with the other 75 objects in Soft drinks, Mountain Dew fans stand out for their interest in Mug Root Beer, Charlie Day and Giphy.

Most fans live in California, Texas, Florida.

Top affinities include Mug Root Beer, Charlie Day, Giphy, with strongest over-indexing on Mug Root Beer (23.84× the country average).

Demographically, the Mountain Dew audience skews more male with an average age of 36.8, and over-indexes on personality traits such as Patriotism, Convenience Orientation.

The typical Mountain Dew fan in United States is more male, around 36.8 years old, with strong Patriotism tendencies and a notable affinity for Mug Root Beer.

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

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
2.7M
in United States
Gender
37.3%♀
62.7% male
Age
36.8
average years
Country rank
#11460
among all objects in United States
Fig. 01

Search interest · 12-month trend

+24%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Mountain Dew

37.3% are female, 62.7% are male, average age 36.8.

Fig. 02

Gender split

37.3%
Female
62.7%
Male
Demographic split for Mountain Dew audience in United States
MetricValue
Female37.3%
Male62.7%
Average age36.8
Estimated audience size2.7M
Fig. 03

Age distribution

Ø 36.8
average years
Age distribution of the Mountain Dew audience in United States
Age bracketShare%
16-2425%
25-3424%
35-4422%
45-5417%
55+14%
Fig. 04

Worldwide distribution

48.2%

of the worldwide Mountain Dew audience comes from United States.

Worldwide audience distribution share by country for Mountain Dew
CountryShare
United States48.2%
Philippines5.0%
India4.0%
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

Fig. 05

Top regions by affinity

Mountain Dew customers by region in United States
#RegionReachAffinity×
01Utah~40K1.57×
02West Virginia~20K1.52×
03Kentucky~50K1.46×
04Iowa~40K1.41×
05Indiana~80K1.38×
06Wisconsin~70K1.38×
07North Dakota~9K1.36×
08Nebraska~20K1.33×
09South Dakota~9K1.31×
10Minnesota~60K1.28×
11Ohio~100K1.27×
12Idaho~20K1.26×
13Michigan~100K1.24×
14Missouri~60K1.20×
15Arkansas~30K1.18×
16Kansas~30K1.14×
17Tennessee~70K1.12×
18Alabama~50K1.12×
19Oklahoma~30K1.09×
20North Carolina~100K1.07×
21Mississippi~30K1.07×
22South Carolina~40K0.99×
23Wyoming~5K0.98×
24Montana~8K0.97×
25Pennsylvania~100K0.96×
26Illinois~100K0.95×
27Maine~10K0.94×
28Virginia~60K0.93×
29Washington~60K0.91×
30Oregon~30K0.88×
31Georgia~80K0.87×
32Delaware~7K0.85×
33Louisiana~30K0.83×
34Alaska~5K0.83×
35New Hampshire~9K0.82×
36Florida~100K0.81×
37Texas~100K0.80×
38Arizona~50K0.80×
39Colorado~40K0.79×
40Nevada~20K0.79×
41New Mexico~10K0.79×
42Vermont~4K0.77×
43Maryland~40K0.76×
44Rhode Island~6K0.75×
45New York~100K0.74×
46California~200K0.71×
47Massachusetts~40K0.70×
48Hawaii~8K0.70×
49Connecticut~20K0.65×
50New Jersey~50K0.60×
Fig. 06

Affinity by region

Affinity by region — Mountain Dew, United States
0.60×1.00×1.57×
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 Mountain Dew audience vs. the country average
#·InterestCategoryAffinity×
01Mug Root BeerFood & Beverages23.84×
02Charlie DayMovies & TV15.34×
03GiphyTechnology & Electronics12.27×
04Sprite (soft drink)Food & Beverages11.17×
05PepsiFood & Beverages7.98×
06Dr PepperFood & Beverages5.70×
07CanvaTechnology & Electronics5.29×
08SolitaireGames3.35×
09Arby'sFood & Beverages3.09×
10QuikTripShopping2.68×
11Buffalo Wild WingsFood & Beverages2.19×
12Natural resourcePolitics & Society2.12×
13Panda ExpressFood & Beverages2.08×
14KFCFood & Beverages2.07×
15Wendy'sFood & Beverages1.97×
16IndustryBusiness & Career1.90×
17Raising Cane's Chicken FingersFood & Beverages1.82×
18T-MobileTechnology & Electronics1.66×
19SubwayFood & Beverages1.58×
20Taco BellFood & Beverages1.54×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Mountain Dew audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Mountain Dew audience vs. the country average · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.14×
Convenience OrientationPREMIUM1.12×
Family OrientationCONSERVATISM1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Mountain Dew audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.70×
Quality AwarenessPREMIUM0.79×
MindfulnessBALANCE0.80×
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 Mountain Dew 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/mountain-dew-16893” · Methodology