Rascasse Audience Intelligence

Diet Coke Target Market in United States

Diet Coke has an estimated audience of 1,519,388 people in United States.

#9among Soft drinks in United States#1950among Brand in United States#1054in Food & Beverages

The average Diet Coke fan in United States is 35.9 years old, more female, and lives primarily in California.

By number of fans, Diet Coke ranks #9 among the 73 objects in Soft drinks in United States — 12.0× the group median.

Its fans are 1.1 years older than the group average of 34.8.

Women make up 58.3% of the fan base, 5.4 percentage points more than the group average.

Compared with the other 72 objects in Soft drinks, Diet Coke fans stand out for their interest in 5-hour Energy, Bai and Cola.

Most fans live in California, Texas, New York.

Top affinities include Diet Pepsi, Fuze Beverage, 5-hour Energy, with strongest over-indexing on Diet Pepsi (85× the country average).

Demographically, the Diet Coke audience skews more female with an average age of 35.9, and over-indexes on personality traits such as Convenience Orientation, Family Orientation.

The typical Diet Coke fan in United States is more female, around 35.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Diet Pepsi.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
1.5M
in United States
Gender
58.3%♀
41.7% male
Age
35.9
average years
Country rank
#17506
among all objects in United States
Fig. 01

Search interest · 12-month trend

-36%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Diet Coke

58.3% are female, 41.7% are male, average age 35.9.

Fig. 02

Gender split

58.3%
Female
41.7%
Male
Demographic split for Diet Coke audience in United States
MetricValue
Female58.3%
Male41.7%
Average age35.9
Estimated audience size1,519,388
Fig. 03

Age distribution

Ø 35.9
average years
Age distribution of the Diet Coke audience in United States
Age bracketShare%
16-2434%
25-3417%
35-4417%
45-5417%
55+15%
Fig. 04

Worldwide distribution

26.3%

of the worldwide Diet Coke audience comes from United States.

Worldwide audience distribution share by country for Diet Coke
CountryShare
United States26.3%
India25.9%
United Kingdom9.6%
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 Coke customers by region in United States
#RegionReachAffinity×
01Utah~20K1.41×
02Minnesota~40K1.39×
03North Dakota~5K1.33×
04South Dakota~5K1.27×
05Illinois~70K1.24×
06Nebraska~10K1.18×
07Indiana~40K1.17×
08Wisconsin~30K1.17×
09Kentucky~20K1.17×
10Kansas~20K1.15×
11Iowa~20K1.14×
12Ohio~60K1.12×
13California~200K1.10×
14Michigan~50K1.06×
15Massachusetts~30K1.06×
16Missouri~30K1.06×
17Arkansas~10K1.05×
18Mississippi~10K1.05×
19Texas~100K1.04×
20Tennessee~30K1.03×
21Oklahoma~20K1.03×
22Rhode Island~5K1.03×
23Louisiana~20K1.01×
24Georgia~50K1.00×
25Washington~30K0.99×
26Alabama~20K0.99×
27Connecticut~20K0.98×
28Idaho~8K0.98×
29New York~90K0.96×
30Virginia~40K0.96×
31Nevada~10K0.96×
32New Jersey~40K0.95×
33New Hampshire~6K0.95×
34Washington, District of Columbia~3K0.95×
35West Virginia~8K0.94×
36North Carolina~50K0.93×
37South Carolina~20K0.93×
38Pennsylvania~50K0.92×
39Arizona~30K0.92×
40Oregon~20K0.92×
41Hawaii~6K0.89×
42Florida~90K0.88×
43Maryland~20K0.85×
44Maine~5K0.83×
45Montana~4K0.82×
46Delaware~4K0.80×
47Alaska~3K0.80×
48Vermont~2K0.79×
49Colorado~20K0.76×
50New Mexico~7K0.75×
Fig. 06

Affinity by region

Affinity by region — Diet Coke, United States
0.75×1.00×1.41×
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 Coke audience vs. the country average
#·InterestCategoryAffinity×
01Diet PepsiFood & Beverages85.00×
02Fuze BeverageFood & Beverages57.11×
035-hour EnergyFood & Beverages56.86×
04BaiPolitics & Society54.32×
05ColaFood & Beverages36.68×
06La CroixFood & Beverages31.82×
07smartwaterFood & Beverages30.04×
08Fiji WaterFood & Beverages28.40×
09Diet sodaFood & Beverages23.55×
10Jason's DeliFood & Beverages22.57×
11Designer labelFashion & Accessoires16.42×
12WFTS-TVMovies & TV14.27×
13Thomas EdisonBusiness & Career13.43×
14WFTVMovies & TV12.66×
15EquinoxPolitics & Society6.30×
16Modeling agencyFashion & Accessoires5.91×
17U-HaulBusiness & Career4.45×
18Panda ExpressFood & Beverages4.04×
19YouTube MusicInternet & Social Media3.55×
20RedditInternet & Social Media2.39×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Diet Coke audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Diet Coke audience vs. the country average · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.40×
Family OrientationCONSERVATISM1.31×
Pet OwnershipJOY1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Diet Coke audience vs. the country average · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.83×
SustainabilityBALANCE0.88×
IndividualismJOY0.91×
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 Coke 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/diet-coke-3575” · Methodology