OXXO Target Market in Mexico
OXXO has an estimated audience of 7,280,150 people in Mexico. 54.2% are female, 45.8% are male, average age 34.5. Top regions: State of Mexico, Distrito Federal, Jalisco. Top brand affinities: Soriana, Chedraui, Banco Azteca, 7-Eleven, Banorte.
The average OXXO fan in Mexico is 34.5 years old, balanced, and lives primarily in State of Mexico. The audience is concentrated in State of Mexico, Distrito Federal, Jalisco. Top brand affinities include Soriana, Chedraui, Banco Azteca, with strongest over-indexing on Soriana (1.79× the country average). Demographically, the OXXO audience skews balanced with an average age of 34.5, and over-indexes on personality traits such as Price Sensitivity, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Brand
Customer demographics of OXXO
| Metric | Value |
|---|---|
| Female | 54.2% |
| Male | 45.8% |
| Average age | 34.5 |
| Estimated audience size | 7,280,150 |
Audience persona
The typical OXXO fan in Mexico is balanced, around 34.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Soriana.
OXXO customers by region in Mexico
| Region | Reach | Affinity |
|---|---|---|
| State of Mexico | ~1.5M | 1.34× |
| Distrito Federal | ~700K | 0.7× |
| Jalisco | ~600K | 1.21× |
| Nuevo Leon | ~500K | 1.06× |
| Quintana Roo | ~500K | 3.16× |
| Veracruz (state) | ~400K | 0.94× |
| Puebla | ~400K | 0.95× |
| Guanajuato | ~400K | 1.02× |
| Tamaulipas | ~300K | 1.31× |
| Baja California | ~300K | 0.88× |
| Yucatan | ~200K | 1.65× |
| Chihuahua | ~200K | 0.89× |
| Michoacan de Ocampo | ~200K | 0.81× |
| Coahuila de Zaragoza | ~200K | 0.83× |
| Chiapas | ~200K | 0.77× |
| Guerrero | ~100K | 0.76× |
| Morelos | ~100K | 0.92× |
| Hidalgo | ~100K | 0.62× |
| Aguascalientes | ~90K | 1× |
| Durango | ~70K | 0.7× |
| Nayarit | ~70K | 0.94× |
| Baja California Sur | ~60K | 1.09× |
| Zacatecas | ~60K | 0.6× |
| Campeche | ~40K | 0.76× |
| Tlaxcala | ~40K | 0.5× |
| Colima | ~30K | 0.63× |
Top brand affinities of the OXXO audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Soriana | 1.79× | Shopping |
| Chedraui | 1.71× | Shopping |
| Banco Azteca | 1.64× | Business & Career |
| 7-Eleven | 2.46× | Shopping |
| Banorte | 1.52× | Business & Career |
| Farmacias Similares | 1.53× | Shopping |
| Convenience store | 1.97× | Food & Beverages |
| Morelia | 1.52× | Travel & Leisure |
| Mail order | 1.57× | Fashion & Accessoires |
| FEMSA | 3.1× | Business & Career |
| Princesas | 2.07× | Movies & TV |
| Circle K | 2.34× | Shopping |
| Piñata | 1.56× | Kids & Family |
| Development studies | 2.12× | Politics & Society |
| Hypermarket | 1.53× | Shopping |
| TecMilenio University | 1.62× | Business & Career |
| Comercial Mexicana | 1.9× | Shopping |
| Rosario Tijeras | 2.05× | Movies & TV |
| Tupperware | 1.72× | Home & Garden |
| Les noces | 1.86× | Arts & Culture |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 1.25 |
| Convenience Orientation | PREMIUM | 1.16 |
| Tradition | CONSERVATISM | 1.08 |
| DIY Mentality | THRILL | 1.04 |
| Family Orientation | CONSERVATISM | 1.04 |
| Social Media Usage | JOY | 1.03 |
Worldwide distribution
| Country | Share |
|---|---|
| Mexico | 51.2% |
| Brazil | 17.7% |
| Colombia | 8.3% |
See OXXO audiences in other countries
More Fashion & Accessoires audiences in Mexico
- BBVA (10,664,420)
- Champion (train) (10,114,200)
- Walmart (8,925,599)
- Bodega Aurrerá (7,627,463)
- Chedraui (7,123,185)
Frequently asked questions
Who is OXXO's target market in Mexico?
OXXO's target market in Mexico covers an estimated 7,280,150 people, concentrated in State of Mexico and Distrito Federal.
What is the gender split and age of OXXO customers?
54.2% of the OXXO audience are female, 45.8% are male, with an average age of 34.5 years.
Which brands do OXXO fans like most?
OXXO fans show strongest brand affinity for Soriana (1.79×), Chedraui (1.71×), and Banco Azteca (1.64×) over the country average.
Where do OXXO fans live in Mexico?
OXXO fans in Mexico are most concentrated in State of Mexico (reach ~1.5M), Distrito Federal (reach ~700K), and Jalisco (reach ~600K). These three regions account for the largest share of the active audience.
What other brands do OXXO fans also like?
Beyond OXXO itself, the audience over-indexes on Chedraui (1.71×), Banco Azteca (1.64×), 7-Eleven (2.46×), and Banorte (1.52×) compared to the Mexico average.
How to read this data
Audience size is the estimated number of people in Mexico who actively search for OXXO. 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.
About this audience profile
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.