Mexican cuisine Audience in United States

Mexican cuisine logo

Mexican cuisine has an estimated audience of 35,749,378 people in United States. 59.0% are female, 41.0% are male, average age 39.7. Top regions: California, Texas, Florida. Top brand affinities: Texas Roadhouse, Jack in the Box, 7-Eleven, Wingstop, In-N-Out Burger.

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, Jack in the Box, 7-Eleven, 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 Extroversion, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Mexican cuisine fans

Demographic split for Mexican cuisine audience in United States
MetricValue
Female59.0%
Male41.0%
Average age39.7
Estimated audience size35,749,378

Audience persona

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

Top regions in United States

Top regions ranked by reach for Mexican cuisine in United States
RegionReachAffinity
California8,242,9052.1×
Texas6,160,6832×
Florida2,605,2371.08×
New York2,210,7031.11×
Illinois1,613,2001.35×
Georgia1,529,4411.39×
Colorado1,143,1792.03×
North Carolina969,6770.9×
Arizona886,4061.21×
New Jersey880,0280.97×
Pennsylvania871,7800.72×
Michigan817,2920.87×
Indiana781,5161.2×
Washington763,6081.06×
Tennessee747,2961.04×
Ohio716,9560.65×
Virginia715,4770.82×
Oregon680,6141.66×
Missouri669,3591.16×
Massachusetts623,8190.89×
Nevada560,4141.62×
South Carolina503,8230.94×
Louisiana483,9801.05×
Maryland463,6470.75×
Wisconsin463,5770.86×
Utah439,9651.37×
Minnesota406,1840.79×
Kentucky405,1920.9×
Connecticut400,3511.12×
Kansas390,6531.39×
Oklahoma389,4620.98×
Idaho307,5681.72×
Alabama286,2060.57×
Arkansas273,0790.93×
Iowa245,6980.83×
Mississippi230,5410.78×
New Mexico214,2851.2×
Nebraska153,5590.86×
West Virginia129,5250.78×
Hawaii114,2600.74×
Washington, District of Columbia91,1140.85×
New Hampshire76,2310.54×
Montana64,3870.65×
Delaware56,5030.57×
Rhode Island54,6820.48×
Vermont53,7830.86×
Maine50,4450.39×
North Dakota46,4090.63×
South Dakota40,8550.49×
Alaska39,5680.52×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Mexican cuisine audience
BrandAffinityCategory
Texas Roadhouse1.88×Food & Beverages
Jack in the Box2.47×Food & Beverages
7-Eleven1.82×Shopping
Wingstop1.59×Food & Beverages
In-N-Out Burger1.6×Food & Beverages
Latin American cuisine2.75×Food & Beverages
LongHorn Steakhouse2.17×Food & Beverages
Spanish cuisine3.09×Food & Beverages
Chipotle Mexican Grill1.51×Food & Beverages
Liga MX2.51×Sports
Whataburger1.77×Food & Beverages
Hispanic culture1.64×Politics & Society
Bad Bunny1.71×Music & Radio
Taco1.7×Food & Beverages
German cuisine2.59×Food & Beverages
Olive Garden1.52×Food & Beverages
Latin music (genre)1.65×Music & Radio
Del Taco3.26×Food & Beverages
IHOP1.53×Food & Beverages
Street food1.68×Food & Beverages

Psychographic profile

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

Top personality traits over-indexed by Mexican cuisine audience
TraitClusterScore
ExtroversionTHRILL1.39
IndulgenceJOY1.25
Urban LifestyleOPEN1.15
Healthy LifestyleBALANCE1.06
LGBTQ+ IdentityOPEN1.06
Price SensitivityPREMIUM1.06

Worldwide distribution

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

See Mexican cuisine audiences in other countries

More Cuisine audiences in United States

Frequently asked questions

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.

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.

Which brands do Mexican cuisine fans like most?

Mexican cuisine fans show strongest brand affinity for Texas Roadhouse (1.88×), Jack in the Box (2.47×), and 7-Eleven (1.82×) over the country average.

Where do Mexican cuisine fans live in United States?

Mexican cuisine fans in United States are most concentrated in California (reach 8,242,905), Texas (reach 6,160,683), and Florida (reach 2,605,237). These three regions account for the largest share of the active audience.

What other brands do Mexican cuisine fans also like?

Beyond Mexican cuisine itself, the audience over-indexes on Jack in the Box (2.47×), 7-Eleven (1.82×), Wingstop (1.59×), and In-N-Out Burger (1.6×) 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 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.