Rascasse Audience Intelligence

Kool-Aid Target Market in United States

A data profile of the people who buy, follow and care about Kool-Aid in United States — modelled from more than twelve digital signal sources. Kool-Aid has an estimated audience of 999,479 people in United States.

#11among Soft drinks in United States#2414among Brand in United States#1320in Food & Beverages

The average Kool-Aid fan in United States is 36.6 years old, balanced, and lives primarily in Texas.

The audience is concentrated in Texas, California, Florida.

Top brand affinities include Florida Lottery, New York Lottery, California State Lottery, with strongest over-indexing on Florida Lottery (24.69× the country average).

Demographically, the Kool-Aid audience skews balanced with an average age of 36.6, and over-indexes on personality traits such as Spirituality, Price Sensitivity.

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

The typical Kool-Aid fan in United States is balanced, around 36.6 years old, with strong Spirituality tendencies and a notable affinity for Florida Lottery.

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 Kool-Aid profile in United States.

Audience size
999K
in United States
Gender
50.9%♀
49.1% male
Age
36.6
average years
Country rank
#23680
Brand in United States
Fig. 01

Search interest · 12-month trend

+4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Kool-Aid

50.9% are female, 49.1% are male, average age 36.6.

Fig. 02

Gender split

50.9%
Female
49.1%
Male
Demographic split for Kool-Aid audience in United States
MetricValue
Female50.9%
Male49.1%
Average age36.6
Estimated audience size999,479
Fig. 03

Age distribution

Ø 36.6
average years
Age distribution of the Kool-Aid audience in United States
Age bracketShare%
16-1923%
20-2922%
30-3923%
40-4920%
50+12%
Fig. 04

Worldwide distribution

38.6%

of the worldwide Kool-Aid audience comes from United States.

Worldwide audience distribution share by country for Kool-Aid
CountryShare
United States38.6%
Mexico5.0%
Brazil4.1%
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 Kool-Aid audience in United States is strongest.

Fig. 05

Top regions by affinity

Kool-Aid customers by region in United States
#RegionReachAffinity×
01Nebraska~9K1.88×
02Mississippi~10K1.38×
03Texas~100K1.36×
04Alabama~20K1.34×
05Louisiana~20K1.34×
06Georgia~40K1.27×
07Arkansas~10K1.26×
08North Carolina~30K1.15×
09South Carolina~20K1.15×
10Oklahoma~10K1.15×
11Kentucky~10K1.12×
12Indiana~20K1.08×
13Virginia~30K1.07×
14Michigan~30K1.06×
15Tennessee~20K1.04×
16Illinois~30K1.03×
17Ohio~30K1.03×
18Arizona~20K1.03×
19California~100K1.02×
20West Virginia~5K1.01×
21Missouri~20K1.00×
22New Mexico~5K1.00×
23Kansas~8K0.99×
24New York~50K0.98×
25Maryland~20K0.98×
26Florida~70K0.97×
27Nevada~9K0.97×
28Iowa~8K0.97×
29Delaware~3K0.97×
30South Dakota~2K0.95×
31Pennsylvania~30K0.94×
32Hawaii~4K0.94×
33New Jersey~20K0.93×
34Minnesota~10K0.92×
35Washington~20K0.91×
36Wisconsin~10K0.91×
37North Dakota~2K0.91×
38Connecticut~9K0.90×
39Alaska~2K0.89×
40Massachusetts~20K0.88×
41Rhode Island~3K0.87×
42Washington, District of Columbia~3K0.85×
43Oregon~10K0.84×
44Colorado~10K0.82×
45Utah~7K0.81×
46Idaho~4K0.81×
47Maine~3K0.78×
48Vermont~1K0.78×
49Montana~2K0.76×
50New Hampshire~3K0.75×
Fig. 06

Affinity by region

Affinity by region — Kool-Aid, United States
0.75×1.00×1.88×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Kool-Aid audience
#·InterestCategoryAffinity×
01SpaghettiOsFood & Beverages95.68×
02Million Dollar ArmMovies & TV63.16×
03VelveetaFood & Beverages54.33×
04Lords of DogtownMovies & TV46.33×
05A&W Root BeerFood & Beverages43.84×
06FrescaFood & Beverages39.23×
07Chef BoyardeeFood & Beverages29.44×
08California State LotteryGames29.29×
09Florida LotteryGames24.69×
10New York LotteryGames22.88×
11Capri SunFood & Beverages20.48×
12ThorntonsFood & Beverages19.32×
13Wood blockHome & Garden17.47×
14TakisFood & Beverages12.89×
15Fred MeyerShopping7.81×
16Dutch Bros. CoffeeFood & Beverages5.60×
17Panda ExpressFood & Beverages4.32×
18InventionBusiness & Career3.67×
19Dollar GeneralShopping3.29×
20Dollar TreeShopping2.77×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Kool-Aid 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 Kool-Aid audience · What stands out
TraitClusterDeviationScore
SpiritualityBALANCE1.61×
Price SensitivityPREMIUM1.40×
IndividualismJOY1.38×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Kool-Aid audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.91×
TravellingTHRILL0.91×
Design AffinityPREMIUM0.93×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Kool-Aid's target market in United States?

Kool-Aid's target market in United States covers an estimated 999,479 people, concentrated in Texas and California.

02

What is the gender split and age of Kool-Aid customers?

50.9% of the Kool-Aid audience are female, 49.1% are male, with an average age of 36.6 years.

03

Which brands do Kool-Aid fans like most?

Kool-Aid fans show strongest brand affinity for Florida Lottery (24.69×), New York Lottery (22.88×), and California State Lottery (29.29×) over the country average.

04

Where do Kool-Aid fans live in United States?

Kool-Aid fans in United States are most concentrated in Texas (reach ~100K), California (reach ~100K), and Florida (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Kool-Aid fans also like?

Beyond Kool-Aid itself, the audience over-indexes on New York Lottery (22.88×), California State Lottery (29.29×), SpaghettiOs (95.68×), and Velveeta (54.33×) 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 Kool-Aid audiences in other countries

How to read this data

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