Rascasse Audience Intelligence

Mexican cuisine Audience in United States

A data profile of the people who buy, follow and care about Mexican cuisine in United States — modelled from more than twelve digital signal sources. Mexican cuisine has an estimated audience of 35,749,378 people in United States.

#2among Cuisine in United States#489among Topic in United States#68in Food & Beverages

The average Mexican cuisine fan in United States is 39.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Texas Roadhouse, Popeyes Louisiana Kitchen, Jack in the Box, with strongest over-indexing on Texas Roadhouse (1.88× the country average).

Demographically, the Mexican cuisine audience skews more female with an average age of 39.7, and over-indexes on personality traits such as Price Sensitivity, Early Adopter Mentality.

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

The typical Mexican cuisine fan in United States is more female, around 39.7 years old, with strong Price Sensitivity tendencies and a notable affinity for Texas Roadhouse.

Category: Food & Beverages · Type: Topic · Subtype: Cuisine

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 Mexican cuisine profile in United States.

Audience size
35.7M
in United States
Gender
59.0%♀
41.0% male
Age
39.7
average years
Country rank
#689
Topic in United States
Fig. 01

Search interest · 12-month trend

-58%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Mexican cuisine fans

59.0% are female, 41.0% are male, average age 39.7.

Fig. 02

Gender split

59.0%
Female
41.0%
Male
Demographic split for Mexican cuisine audience in United States
MetricValue
Female59.0%
Male41.0%
Average age39.7
Estimated audience size35,749,378
Fig. 03

Age distribution

Ø 39.7
average years
Age distribution of the Mexican cuisine audience in United States
Age bracketShare%
16-1918%
20-2919%
30-3920%
40-4922%
50+21%
Fig. 04

Worldwide distribution

25.4%

of the worldwide Mexican cuisine audience comes from United States.

Worldwide audience distribution share by country for Mexican cuisine
CountryShare
United States25.4%
China7.5%
Japan7.4%
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 Mexican cuisine audience in United States is strongest.

Fig. 05

Top regions by affinity

Mexican cuisine fans by region: top regions in United States
#RegionReachAffinity×
01Texas~5M1.70×
02California~6.5M1.61×
03Kansas~500K1.61×
04New Mexico~300K1.54×
05Colorado~900K1.52×
06Nevada~500K1.38×
07Arizona~1M1.32×
08Arkansas~400K1.32×
09Oregon~500K1.27×
10Idaho~200K1.23×
11Illinois~1.5M1.21×
12Utah~400K1.17×
13Georgia~1.5M1.16×
14Missouri~600K1.09×
15Oklahoma~400K1.07×
16Indiana~700K1.06×
17Nebraska~200K1.04×
18Tennessee~700K1.02×
19Louisiana~500K1.02×
20Mississippi~300K1.00×
21West Virginia~200K0.99×
22North Carolina~1M0.97×
23Kentucky~400K0.97×
24South Dakota~80K0.97×
25Washington~700K0.96×
26Alabama~500K0.94×
27South Carolina~500K0.93×
28Wisconsin~500K0.93×
29Montana~90K0.93×
30Iowa~300K0.92×
31Maine~100K0.92×
32Connecticut~300K0.91×
33Florida~2M0.90×
34New York~2M0.89×
35Hawaii~100K0.89×
36North Dakota~70K0.89×
37Vermont~60K0.89×
38New Jersey~800K0.88×
39Alaska~70K0.88×
40Michigan~800K0.86×
41Delaware~80K0.86×
42Minnesota~400K0.84×
43Ohio~900K0.83×
44Virginia~700K0.83×
45Washington, District of Columbia~90K0.83×
46Pennsylvania~1M0.81×
47Maryland~500K0.80×
48New Hampshire~100K0.79×
49Rhode Island~90K0.78×
50Massachusetts~500K0.77×
Fig. 06

Affinity by region

Affinity by region — Mexican cuisine, United States
0.77×1.00×1.70×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mexican cuisine audience
#·InterestCategoryAffinity×
01Spanish cuisineFood & Beverages3.09×
02Latin American cuisineFood & Beverages2.75×
03German cuisineFood & Beverages2.59×
04Liga MXSports2.51×
05Jack in the BoxFood & Beverages2.47×
06LongHorn SteakhouseFood & Beverages2.17×
07Popeyes Louisiana KitchenFood & Beverages1.98×
08Texas RoadhouseFood & Beverages1.88×
097-ElevenShopping1.82×
10WhataburgerFood & Beverages1.77×
11Bad BunnyMusic & Radio1.71×
12TacoFood & Beverages1.70×
13Culver'sFood & Beverages1.69×
14Latin music (genre)Music & Radio1.65×
15Hispanic culturePolitics & Society1.64×
16In-N-Out BurgerFood & Beverages1.60×
17WingstopFood & Beverages1.59×
18Raising Cane's Chicken FingersFood & Beverages1.56×
19Olive GardenFood & Beverages1.52×
20Chipotle Mexican GrillFood & Beverages1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mexican cuisine 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 Mexican cuisine audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.31×
Early Adopter MentalityPOWER1.23×
ExtroversionTHRILL1.11×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mexican cuisine audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.76×
TravellingTHRILL0.85×
Career OrientationPOWER0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Mexican cuisine have in United States?

Mexican cuisine has an estimated audience of 35,749,378 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Mexican cuisine fans?

59.0% of Mexican cuisine fans are female, 41.0% are male, with an average age of 39.7 years.

03

Which brands do Mexican cuisine fans like most?

Mexican cuisine fans show strongest brand affinity for Texas Roadhouse (1.88×), Popeyes Louisiana Kitchen (1.98×), and Jack in the Box (2.47×) over the country average.

04

Where do Mexican cuisine fans live in United States?

Mexican cuisine fans in United States are most concentrated in California (reach ~6.5M), Texas (reach ~5M), and Florida (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Mexican cuisine fans also like?

Beyond Mexican cuisine itself, the audience over-indexes on Popeyes Louisiana Kitchen (1.98×), Jack in the Box (2.47×), 7-Eleven (1.82×), and In-N-Out Burger (1.6×) compared to the United States average.

Appendix

Explore more audiences

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

More Cuisine audiences in United States

See Mexican cuisine audiences in other countries

How to read this data

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