Rascasse Audience Intelligence

Mountain Dew Target Market in United States

A data profile of the people who buy, follow and care about Mountain Dew in United States — modelled from more than twelve digital signal sources. Mountain Dew has an estimated audience of 2,165,267 people in United States.

#6among Soft drinks in United States#1364among Brand in United States#811in Food & Beverages

The average Mountain Dew fan in United States is 36.1 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Charlie Day, Giphy, Canva, with strongest over-indexing on Charlie Day (15.34× the country average).

Demographically, the Mountain Dew audience skews more male with an average age of 36.1, and over-indexes on personality traits such as Patriotism, Convenience Orientation.

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

The typical Mountain Dew fan in United States is more male, around 36.1 years old, with strong Patriotism tendencies and a notable affinity for Charlie Day.

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 Mountain Dew profile in United States.

Audience size
2.2M
in United States
Gender
37.3%♀
62.7% male
Age
36.1
average years
Country rank
#13384
Brand in United States
Fig. 01

Search interest · 12-month trend

+16%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Mountain Dew

37.3% are female, 62.7% are male, average age 36.1.

Fig. 02

Gender split

37.3%
Female
62.7%
Male
Demographic split for Mountain Dew audience in United States
MetricValue
Female37.3%
Male62.7%
Average age36.1
Estimated audience size2,165,267
Fig. 03

Age distribution

Ø 36.1
average years
Age distribution of the Mountain Dew audience in United States
Age bracketShare%
16-1925%
20-2924%
30-3922%
40-4917%
50+14%
Fig. 04

Worldwide distribution

51.9%

of the worldwide Mountain Dew audience comes from United States.

Worldwide audience distribution share by country for Mountain Dew
CountryShare
United States51.9%
Philippines5.1%
India3.8%
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 Mountain Dew audience in United States is strongest.

Fig. 05

Top regions by affinity

Mountain Dew customers by region in United States
#RegionReachAffinity×
01Utah~30K1.57×
02West Virginia~20K1.52×
03Kentucky~40K1.46×
04Iowa~20K1.41×
05Indiana~50K1.38×
06Wisconsin~40K1.38×
07North Dakota~6K1.36×
08Nebraska~10K1.33×
09South Dakota~6K1.31×
10Minnesota~40K1.28×
11Ohio~80K1.27×
12Idaho~10K1.26×
13Michigan~70K1.24×
14Missouri~40K1.20×
15Arkansas~20K1.18×
16Kansas~20K1.14×
17Tennessee~50K1.12×
18Alabama~30K1.12×
19Oklahoma~30K1.09×
20North Carolina~70K1.07×
21Mississippi~20K1.07×
22South Carolina~30K0.99×
23Wyoming~3K0.98×
24Montana~6K0.97×
25Pennsylvania~70K0.96×
26Illinois~70K0.95×
27Maine~7K0.94×
28Virginia~50K0.93×
29Washington~40K0.91×
30Oregon~20K0.88×
31Georgia~60K0.87×
32Delaware~5K0.85×
33Louisiana~20K0.83×
34Alaska~4K0.83×
35New Hampshire~7K0.82×
36Florida~100K0.81×
37Texas~100K0.80×
38Arizona~30K0.80×
39Colorado~30K0.79×
40Nevada~20K0.79×
41New Mexico~8K0.79×
42Maryland~30K0.76×
43Rhode Island~5K0.75×
44New York~90K0.74×
45California~200K0.71×
46Massachusetts~30K0.70×
47Hawaii~6K0.70×
48Connecticut~10K0.65×
49Washington, District of Columbia~4K0.64×
50New Jersey~30K0.60×
Fig. 06

Affinity by region

Affinity by region — Mountain Dew, United States
0.60×1.00×1.57×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mountain Dew audience
#·InterestCategoryAffinity×
01Charlie DayMovies & TV15.34×
02GiphyTechnology & Electronics12.27×
03Sprite (soft drink)Food & Beverages11.17×
04PepsiFood & Beverages7.98×
05CanvaTechnology & Electronics5.29×
06SolitaireGames3.35×
07Arby'sFood & Beverages3.09×
08QuikTripShopping2.68×
09Great ClipsBeauty & Wellness2.40×
10Buffalo Wild WingsFood & Beverages2.19×
11Natural resourcePolitics & Society2.12×
12Panda ExpressFood & Beverages2.08×
13KFCFood & Beverages2.07×
14Wendy'sFood & Beverages1.97×
15IndustryBusiness & Career1.90×
16CVS PharmacyShopping1.76×
17AutoZoneCars & Mobility1.71×
18T-MobileTechnology & Electronics1.66×
19SubwayFood & Beverages1.58×
20Taco BellFood & Beverages1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mountain Dew 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 Mountain Dew audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.14×
Convenience OrientationPREMIUM1.12×
Family OrientationCONSERVATISM1.08×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mountain Dew audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.70×
Quality AwarenessPREMIUM0.79×
MindfulnessBALANCE0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Mountain Dew's target market in United States?

Mountain Dew's target market in United States covers an estimated 2,165,267 people, concentrated in California and Texas.

02

What is the gender split and age of Mountain Dew customers?

37.3% of the Mountain Dew audience are female, 62.7% are male, with an average age of 36.1 years.

03

Which brands do Mountain Dew fans like most?

Mountain Dew fans show strongest brand affinity for Charlie Day (15.34×), Giphy (12.27×), and Canva (5.29×) over the country average.

04

Where do Mountain Dew fans live in United States?

Mountain Dew 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 Mountain Dew fans also like?

Beyond Mountain Dew itself, the audience over-indexes on Giphy (12.27×), Canva (5.29×), Pepsi (7.98×), and Arby's (3.09×) 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 Mountain Dew audiences in other countries

How to read this data

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