A data profile of the people who buy, follow and care about Costco in Mexico — modelled from more than twelve digital signal sources. Costco has an estimated audience of 6,960,758 people in Mexico.
The average Costco fan in Mexico is 37.9 years old, more female, and lives primarily in State of Mexico.
The audience is concentrated in State of Mexico, Jalisco, Nuevo Leon.
Top brand affinities include Soriana, Chedraui, Sam's Club, with strongest over-indexing on Soriana (1.64× the country average).
Demographically, the Costco audience skews more female with an average age of 37.9, and over-indexes on personality traits such as Price Sensitivity, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 25 regions tracked by Rascasse.
The typical Costco fan in Mexico is more female, around 37.9 years old, with strong Price Sensitivity tendencies and a notable affinity for Soriana.
The key figures that characterise the Costco profile in Mexico.
60.1% are female, 39.9% are male, average age 37.9.
| Metric | Value |
|---|---|
| Female | 60.1% |
| Male | 39.9% |
| Average age | 37.9 |
| Estimated audience size | 6,960,758 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 24% | |
| 30-39 | 23% | |
| 40-49 | 22% | |
| 50+ | 13% |
of the worldwide Costco audience comes from Mexico.
| Country | Share |
|---|---|
| United States | 53.1% |
| United Kingdom | 8.0% |
| Canada | 5.8% |
Where the Costco audience in Mexico is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Baja California | ~500K | 1.88× | |
| 02 | Aguascalientes | ~100K | 1.67× | |
| 03 | State of Mexico | ~1.5M | 1.63× | |
| 04 | Guanajuato | ~500K | 1.58× | |
| 05 | Baja California Sur | ~90K | 1.58× | |
| 06 | Jalisco | ~800K | 1.48× | |
| 07 | Nuevo Leon | ~600K | 1.47× | |
| 08 | Yucatan | ~200K | 1.43× | |
| 09 | Morelos | ~200K | 1.35× | |
| 10 | Chihuahua | ~300K | 1.29× | |
| 11 | Michoacan de Ocampo | ~300K | 1.25× | |
| 12 | Veracruz (state) | ~500K | 1.24× | |
| 13 | Puebla | ~400K | 1.14× | |
| 14 | Sinaloa | ~200K | 1.02× | |
| 15 | Coahuila de Zaragoza | ~200K | 1.01× | |
| 16 | Nayarit | ~50K | 0.81× | |
| 17 | Hidalgo | ~80K | 0.47× | |
| 18 | Tlaxcala | ~30K | 0.43× | |
| 19 | Zacatecas | ~40K | 0.42× | |
| 20 | Campeche | ~20K | 0.39× | |
| 21 | Durango | ~40K | 0.37× | |
| 22 | Colima | ~20K | 0.36× | |
| 23 | Guerrero | ~60K | 0.35× | |
| 24 | Chiapas | ~50K | 0.22× | |
| 25 | Oaxaca | ~40K | 0.22× |
The strongest cross-interests of the Costco audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | J. C. Penney | Shopping | 2.00× | ||
| 02 | Gas Natural | Cars & Mobility | 1.91× | ||
| 03 | Sam's Club | Shopping | 1.85× | ||
| 04 | Comercial Mexicana | Shopping | 1.79× | ||
| 05 | Pantene | Beauty & Wellness | 1.76× | ||
| 06 | KidZania | Kids & Family | 1.74× | ||
| 07 | Yoplait | Food & Beverages | 1.71× | ||
| 08 | WC (rapper) | Music & Radio | 1.67× | ||
| 09 | Marshalls | Fashion & Accessoires | 1.66× | ||
| 10 | Soriana | Shopping | 1.64× | ||
| 11 | Chico's (clothing retailer) | Fashion & Accessoires | 1.64× | ||
| 12 | The Home Depot | Shopping | 1.59× | ||
| 13 | Chedraui | Shopping | 1.58× | ||
| 14 | Vianney | Music & Radio | 1.57× | ||
| 15 | Firefox | Internet & Social Media | 1.57× | ||
| 16 | Laundry detergent | Home & Garden | 1.57× | ||
| 17 | 7-Eleven | Shopping | 1.56× | ||
| 18 | Tupperware | Home & Garden | 1.56× | ||
| 19 | Detergent | Home & Garden | 1.55× | ||
| 20 | Frozen (2010 American film) | Movies & TV | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.18× | |
| Need for Security | CONSERVATISM | 1.11× | |
| Tradition | CONSERVATISM | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 0.85× | |
| Luxury Orientation | PREMIUM | 0.86× | |
| Pet Ownership | JOY | 0.88× |
Costco's target market in Mexico covers an estimated 6,960,758 people, concentrated in State of Mexico and Jalisco.
60.1% of the Costco audience are female, 39.9% are male, with an average age of 37.9 years.
Costco fans show strongest brand affinity for Soriana (1.64×), Chedraui (1.58×), and Sam's Club (1.85×) over the country average.
Costco fans in Mexico are most concentrated in State of Mexico (reach ~1.5M), Jalisco (reach ~800K), and Nuevo Leon (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Costco itself, the audience over-indexes on Chedraui (1.58×), Sam's Club (1.85×), 7-Eleven (1.56×), and Vianney (1.57×) compared to the Mexico average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Mexico who actively search for Costco. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Mexico. 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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