Frito-Lay Audience in United States

Frito-Lay logo

Frito-Lay has an estimated audience of 2,896,451 people in United States. 45.0% are female, 55.0% are male, average age 42.6. Top regions: Texas, California, Florida. Top brand affinities: Walkers (snack foods), Cheetos, Superman, Tostitos, Ruffles.

The average Frito-Lay fan in United States is 42.6 years old, balanced, and lives primarily in Texas. The audience is concentrated in Texas, California, Florida. Top brand affinities include Walkers (snack foods), Cheetos, Superman, with strongest over-indexing on Walkers (snack foods) (24.36× the country average). Demographically, the Frito-Lay audience skews balanced with an average age of 42.6, and over-indexes on personality traits such as LGBTQ+ Identity, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Food & Beverages · Type: Brand · Subtype: Sweet

Demographics of Frito-Lay fans

Demographic split for Frito-Lay audience in United States
MetricValue
Female45.0%
Male55.0%
Average age42.6
Estimated audience size2,896,451

Audience persona

The typical Frito-Lay fan in United States is balanced, around 42.6 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Walkers (snack foods).

Top regions in United States

Top regions ranked by reach for Frito-Lay in United States
RegionReachAffinity
Texas486,0511.95×
California379,2741.19×
Florida207,2541.06×
Georgia157,6491.77×
Indiana121,4082.29×
North Carolina112,8911.3×
Pennsylvania108,7501.12×
New York105,7930.65×
Illinois104,2591.08×
Ohio93,8351.05×
Tennessee83,0411.43×
Michigan78,2641.03×
Virginia71,0951.01×
Arizona70,5351.19×
Washington62,3221.07×
Maryland60,3861.21×
Colorado58,1851.27×
Wisconsin52,7351.21×
Arkansas50,2372.11×
Alabama46,8021.16×
Louisiana45,4911.22×
New Jersey43,7940.59×
Oregon43,7001.32×
South Carolina42,1600.97×
Missouri39,5620.85×
Oklahoma38,9921.21×
Minnesota36,8330.89×
Kentucky32,3880.89×
Kansas31,6211.39×
Massachusetts29,9790.53×
Mississippi27,4371.15×
Connecticut25,5500.88×
Utah24,7830.96×
Nevada22,8830.82×
Iowa18,7570.79×
New Mexico11,6180.8×
Idaho10,9490.75×
West Virginia10,5470.78×
Nebraska10,4430.72×
Hawaii8,4110.68×
Maine8,2690.8×
North Dakota6,1541.03×
Rhode Island5,9150.64×
Delaware5,5790.7×
New Hampshire5,0880.45×
South Dakota4,7720.71×
Washington, District of Columbia4,5490.52×
Montana4,1900.52×
Wyoming2,4180.56×
Vermont2,1260.42×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Frito-Lay audience
BrandAffinityCategory
Walkers (snack foods)24.36×Food & Beverages
Cheetos15.69×Food & Beverages
Superman1.85×Movies & TV
Tostitos19.2×Food & Beverages
Ruffles18.36×Food & Beverages
Doritos12.62×Food & Beverages
Golden Corral6.22×Food & Beverages
Dollar General2.41×Shopping
Wingstop2.68×Food & Beverages
Fritos22.03×Food & Beverages
Fox News Channel1.6×Movies & TV
Heat (1995 film)5.55×Movies & TV
Taco Bell2.11×Food & Beverages
Publix2.75×Shopping
Staples (Canada)2.58×Business & Career
Progressive Corporation3.38×Business & Career
Meme1.83×Internet & Social Media
The UPS Store2.22×Shopping
Walmart1.54×Shopping
Dollar Tree1.95×Shopping

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Frito-Lay audience
TraitClusterScore
LGBTQ+ IdentityOPEN1.58
Convenience OrientationPREMIUM1.56
Family OrientationCONSERVATISM1.47
Career OrientationPOWER1.32
ExtroversionTHRILL1.28
Price SensitivityPREMIUM1.26

Worldwide distribution

Worldwide audience distribution share by country for Frito-Lay
CountryShare
United States76.0%
Canada5.3%
United Kingdom2.7%

See Frito-Lay audiences in other countries

More Sweet audiences in United States

Frequently asked questions

How many fans does Frito-Lay have in United States?

Frito-Lay has an estimated audience of 2,896,451 people in United States, concentrated in Texas and California.

What is the gender split and age of Frito-Lay fans?

45.0% of Frito-Lay fans are female, 55.0% are male, with an average age of 42.6 years.

Which brands do Frito-Lay fans like most?

Frito-Lay fans show strongest brand affinity for Walkers (snack foods) (24.36×), Cheetos (15.69×), and Superman (1.85×) over the country average.

Where do Frito-Lay fans live in United States?

Frito-Lay fans in United States are most concentrated in Texas (reach 486,051), California (reach 379,274), and Florida (reach 207,254). These three regions account for the largest share of the active audience.

What other brands do Frito-Lay fans also like?

Beyond Frito-Lay itself, the audience over-indexes on Cheetos (15.69×), Superman (1.85×), Tostitos (19.2×), and Ruffles (18.36×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for Frito-Lay. 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.