Rascasse Audience Intelligence

Diet Coke Target Market in United States

A data profile of the people who buy, follow and care about Diet Coke in United States — modelled from more than twelve digital signal sources. Diet Coke has an estimated audience of 1,519,388 people in United States.

#9among Soft drinks in United States#1825among Brand in United States#1039in Food & Beverages

The average Diet Coke fan in United States is 35.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include BODEGA, Jason's Deli, Cola, with strongest over-indexing on BODEGA (36.68× the country average).

Demographically, the Diet Coke audience skews more female with an average age of 35.2, and over-indexes on personality traits such as Convenience Orientation, Family Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Diet Coke fan in United States is more female, around 35.2 years old, with strong Convenience Orientation tendencies and a notable affinity for BODEGA.

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

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Diet Coke profile in United States.

Audience size
1.5M
in United States
Gender
58.3%♀
41.7% male
Age
35.2
average years
Country rank
#17590
Brand in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Diet Coke

58.3% are female, 41.7% are male, average age 35.2.

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 age35.2
Estimated audience size1,519,388
Fig. 03

Age distribution

Ø 35.2
average years
Age distribution of the Diet Coke audience in United States
Age bracketShare%
16-1934%
20-2917%
30-3917%
40-4917%
50+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

Where the Diet Coke audience in United States is strongest.

Fig. 05

Top regions by affinity

Diet Coke customers by region in United States
#RegionReachAffinity×
01Utah~20K1.41×
02Minnesota~30K1.39×
03North Dakota~4K1.33×
04South Dakota~5K1.27×
05Illinois~70K1.24×
06Nebraska~10K1.18×
07Indiana~30K1.17×
08Wisconsin~30K1.17×
09Kentucky~20K1.17×
10Kansas~10K1.15×
11Iowa~10K1.14×
12Ohio~60K1.12×
13California~200K1.10×
14Michigan~40K1.06×
15Massachusetts~30K1.06×
16Missouri~30K1.06×
17Mississippi~10K1.05×
18Arkansas~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~5K0.95×
35West Virginia~7K0.94×
36North Carolina~40K0.93×
37South Carolina~20K0.93×
38Pennsylvania~50K0.92×
39Arizona~30K0.92×
40Oregon~20K0.92×
41Hawaii~6K0.89×
42Florida~100K0.88×
43Maryland~20K0.85×
44Maine~5K0.83×
45Montana~4K0.82×
46Delaware~4K0.80×
47Alaska~3K0.80×
48Vermont~2K0.79×
49Colorado~20K0.76×
50New Mexico~6K0.75×
Fig. 06

Affinity by region

Affinity by region — Diet Coke, United States
0.75×1.00×1.41×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Diet Coke audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Diet Coke audience
#·InterestCategoryAffinity×
01Diet PepsiFood & Beverages85.00×
02Fuze BeverageFood & Beverages57.11×
035-hour EnergyFood & Beverages56.86×
04BaiPolitics & Society54.32×
05BODEGAMusic & Radio36.68×
06ColaFood & Beverages36.68×
07La CroixFood & Beverages31.82×
08smartwaterFood & Beverages30.04×
09Fiji WaterFood & Beverages28.40×
10CorridorMusic & Radio27.21×
11Diet sodaFood & Beverages23.55×
12Jason's DeliFood & Beverages22.57×
13WFTS-TVMovies & TV14.27×
14Thomas EdisonBusiness & Career13.43×
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
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Diet Coke audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Diet Coke audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.40×
Family OrientationCONSERVATISM1.31×
Pet OwnershipJOY1.28×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Diet Coke audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.83×
SustainabilityBALANCE0.88×
IndividualismJOY0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Diet Coke's target market in United States?

Diet Coke's target market in United States covers an estimated 1,519,388 people, concentrated in California and Texas.

02

What is the gender split and age of Diet Coke customers?

58.3% of the Diet Coke audience are female, 41.7% are male, with an average age of 35.2 years.

03

Which brands do Diet Coke fans like most?

Diet Coke fans show strongest brand affinity for BODEGA (36.68×), Jason's Deli (22.57×), and Cola (36.68×) over the country average.

04

Where do Diet Coke fans live in United States?

Diet Coke fans in United States are most concentrated in California (reach ~200K), Texas (reach ~100K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Diet Coke fans also like?

Beyond Diet Coke itself, the audience over-indexes on Jason's Deli (22.57×), Cola (36.68×), 5-hour Energy (56.86×), and Diet soda (23.55×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Soft drinks audiences in United States

See Diet Coke audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Diet Coke. 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 United States. 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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