Rascasse Audience Intelligence

Pepsi Target Market in United States

A data profile of the people who buy, follow and care about Pepsi in United States — modelled from more than twelve digital signal sources. Pepsi has an estimated audience of 3,518,790 people in United States.

#4among Soft drinks in United States#936among Brand in United States#576in Food & Beverages

The average Pepsi fan in United States is 36.5 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Televisions, Food and drink, Food, with strongest over-indexing on Televisions (2.2× the country average).

Demographically, the Pepsi audience skews balanced with an average age of 36.5, and over-indexes on personality traits such as Need for Security, Patriotism.

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

The typical Pepsi fan in United States is balanced, around 36.5 years old, with strong Need for Security tendencies and a notable affinity for Televisions.

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 Pepsi profile in United States.

Audience size
3.5M
in United States
Gender
46.1%♀
53.9% male
Age
36.5
average years
Country rank
#8972
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 Pepsi

46.1% are female, 53.9% are male, average age 36.5.

Fig. 02

Gender split

46.1%
Female
53.9%
Male
Demographic split for Pepsi audience in United States
MetricValue
Female46.1%
Male53.9%
Average age36.5
Estimated audience size3,518,790
Fig. 03

Age distribution

Ø 36.5
average years
Age distribution of the Pepsi audience in United States
Age bracketShare%
16-1928%
20-2920%
30-3918%
40-4917%
50+17%
Fig. 04

Worldwide distribution

20.3%

of the worldwide Pepsi audience comes from United States.

Worldwide audience distribution share by country for Pepsi
CountryShare
United States20.3%
Mexico5.1%
Brazil4.4%
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 Pepsi audience in United States is strongest.

Fig. 05

Top regions by affinity

Pepsi customers by region in United States
#RegionReachAffinity×
01Indiana~90K1.45×
02Kentucky~60K1.29×
03North Carolina~100K1.28×
04Missouri~70K1.28×
05Wyoming~7K1.27×
06Nebraska~20K1.21×
07Ohio~100K1.20×
08Oklahoma~50K1.19×
09Iowa~30K1.19×
10West Virginia~20K1.19×
11Illinois~100K1.18×
12Kansas~30K1.16×
13Michigan~100K1.15×
14South Carolina~60K1.12×
15Wisconsin~60K1.09×
16Pennsylvania~100K1.08×
17North Dakota~8K1.07×
18Virginia~90K1.06×
19Maryland~60K1.05×
20Arkansas~30K1.02×
21Delaware~10K0.99×
22Minnesota~50K0.98×
23Idaho~20K0.98×
24Texas~300K0.97×
25Georgia~100K0.97×
26Tennessee~70K0.97×
27Arizona~70K0.96×
28Alabama~50K0.96×
29South Dakota~8K0.96×
30Colorado~50K0.95×
31Utah~30K0.95×
32California~400K0.94×
33New York~200K0.94×
34Mississippi~30K0.94×
35Nevada~30K0.92×
36New Mexico~20K0.92×
37Montana~9K0.91×
38Washington~60K0.90×
39New Jersey~80K0.89×
40Florida~200K0.88×
41Oregon~40K0.88×
42Louisiana~40K0.84×
43Connecticut~30K0.83×
44Hawaii~10K0.83×
45Maine~10K0.83×
46Alaska~6K0.83×
47Rhode Island~9K0.80×
48New Hampshire~10K0.75×
49Massachusetts~50K0.73×
50Washington, District of Columbia~7K0.68×
Fig. 06

Affinity by region

Affinity by region — Pepsi, United States
0.68×1.00×1.45×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Pepsi audience
#·InterestCategoryAffinity×
01Tim HortonSports5.01×
02Scooby-DooMovies & TV3.58×
03Dick Van DykeMovies & TV2.78×
04Freight transportCars & Mobility2.64×
05Pizza HutFood & Beverages2.41×
06Concurrent Versions SystemTechnology & Electronics2.41×
07Dollar GeneralShopping2.37×
08TelevisionsTechnology & Electronics2.20×
09FloridaTravel & Leisure2.19×
10Android (operating system)Technology & Electronics1.92×
11Video gamesGames1.90×
12Rock musicMusic & Radio1.83×
13Pop musicMusic & Radio1.75×
14United StatesTravel & Leisure1.70×
15Comedy moviesMovies & TV1.68×
16ComputersTechnology & Electronics1.67×
17Food and drinkFood & Beverages1.57×
18FoodFood & Beverages1.54×
19Outdoor recreationSports1.52×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Pepsi 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 Pepsi audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.55×
PatriotismCONSERVATISM1.51×
Convenience OrientationPREMIUM1.51×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Pepsi audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.70×
Design AffinityPREMIUM0.71×
Sports ActivityPOWER0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Pepsi's target market in United States?

Pepsi's target market in United States covers an estimated 3,518,790 people, concentrated in California and Texas.

02

What is the gender split and age of Pepsi customers?

46.1% of the Pepsi audience are female, 53.9% are male, with an average age of 36.5 years.

03

Which brands do Pepsi fans like most?

Pepsi fans show strongest brand affinity for Televisions (2.2×), Food and drink (1.57×), and Food (1.54×) over the country average.

04

Where do Pepsi fans live in United States?

Pepsi fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Pepsi fans also like?

Beyond Pepsi itself, the audience over-indexes on Food and drink (1.57×), Food (1.54×), Scooby-Doo (3.58×), and United States (1.7×) 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 Pepsi audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →