Rascasse Audience Intelligence

Taco Bell Target Market in United States

A data profile of the people who buy, follow and care about Taco Bell in United States — modelled from more than twelve digital signal sources. Taco Bell has an estimated audience of 57,807,648 people in United States.

#2among Fast food restaurants in United States#31among Brand in United States#27in Food & Beverages

The average Taco Bell fan in United States is 36.6 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Panda Express, Jack in the Box, Subway, with strongest over-indexing on Panda Express (5.65× the country average).

Demographically, the Taco Bell audience skews balanced with an average age of 36.6, 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.

The typical Taco Bell fan in United States is balanced, around 36.6 years old, with strong Extroversion tendencies and a notable affinity for Panda Express.

Category: Food & Beverages · Type: Brand · Subtype: Fast food restaurants

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 Taco Bell profile in United States.

Audience size
57.8M
in United States
Gender
52.8%♀
47.2% male
Age
36.6
average years
Country rank
#319
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Taco Bell

52.8% are female, 47.2% are male, average age 36.6.

Fig. 02

Gender split

52.8%
Female
47.2%
Male
Demographic split for Taco Bell audience in United States
MetricValue
Female52.8%
Male47.2%
Average age36.6
Estimated audience size57,807,648
Fig. 03

Age distribution

Ø 36.6
average years
Age distribution of the Taco Bell audience in United States
Age bracketShare%
16-1927%
20-2921%
30-3917%
40-4916%
50+18%
Fig. 04

Worldwide distribution

76.6%

of the worldwide Taco Bell audience comes from United States.

Worldwide audience distribution share by country for Taco Bell
CountryShare
United States76.6%
Canada3.9%
United Kingdom3.5%
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 Taco Bell audience in United States is strongest.

Fig. 05

Top regions by affinity

Taco Bell customers by region in United States
#RegionReachAffinity×
01Michigan~2M1.46×
02Indiana~1.5M1.44×
03Missouri~1.5M1.42×
04Ohio~2.5M1.38×
05Tennessee~1.5M1.36×
06Kentucky~900K1.31×
07Oregon~900K1.30×
08Arkansas~600K1.26×
09Kansas~600K1.26×
10Oklahoma~800K1.25×
11Colorado~1M1.23×
12West Virginia~300K1.20×
13Alabama~900K1.17×
14Minnesota~900K1.14×
15Nebraska~300K1.13×
16Washington~1.5M1.12×
17New Mexico~300K1.12×
18Wisconsin~1M1.11×
19Arizona~1.5M1.09×
20Idaho~300K1.09×
21Mississippi~500K1.06×
22Louisiana~800K1.05×
23Nevada~600K1.05×
24Hawaii~300K1.03×
25Texas~5M1.02×
26Montana~200K1.02×
27North Carolina~1.5M1.00×
28Florida~4M0.99×
29South Carolina~900K0.99×
30California~6M0.98×
31Illinois~2M0.97×
32Georgia~1.5M0.97×
33Alaska~100K0.96×
34Virginia~1.5M0.95×
35Utah~500K0.95×
36South Dakota~100K0.94×
37North Dakota~100K0.94×
38Rhode Island~200K0.86×
39Wyoming~70K0.86×
40Iowa~400K0.83×
41New Jersey~1M0.82×
42Pennsylvania~1.5M0.81×
43Maryland~800K0.79×
44Delaware~100K0.73×
45Connecticut~400K0.69×
46New York~2M0.65×
47Massachusetts~700K0.59×
48New Hampshire~100K0.57×
49Maine~100K0.48×
50Washington, District of Columbia~70K0.41×
Fig. 06

Affinity by region

Affinity by region — Taco Bell, United States
0.41×1.00×1.46×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Taco Bell audience
#·InterestCategoryAffinity×
01Torchy's TacosFood & Beverages9.68×
02Jack in the BoxFood & Beverages6.27×
03Del TacoFood & Beverages6.23×
04Hardee'sFood & Beverages6.16×
05Panda ExpressFood & Beverages5.65×
06Five GuysFood & Beverages4.76×
07Arby'sFood & Beverages4.72×
08Jimmy John'sFood & Beverages4.41×
09Chipotle Mexican GrillFood & Beverages4.36×
10SubwayFood & Beverages3.96×
11Wendy'sFood & Beverages3.61×
12Buffalo Wild WingsFood & Beverages3.54×
13Burger KingFood & Beverages3.53×
14WingstopFood & Beverages3.22×
15Popeyes Louisiana KitchenFood & Beverages3.16×
16KFCFood & Beverages3.13×
17Culver'sFood & Beverages3.00×
18Panera BreadFood & Beverages2.94×
19Chick-fil-AFood & Beverages2.77×
20McDonald'sFood & Beverages2.05×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Taco Bell 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 Taco Bell audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.14×
IndulgenceJOY1.13×
Urban LifestyleOPEN1.12×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Taco Bell audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.87×
Luxury OrientationPREMIUM0.92×
Quality AwarenessPREMIUM0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Taco Bell's target market in United States?

Taco Bell's target market in United States covers an estimated 57,807,648 people, concentrated in California and Texas.

02

What is the gender split and age of Taco Bell customers?

52.8% of the Taco Bell audience are female, 47.2% are male, with an average age of 36.6 years.

03

Which brands do Taco Bell fans like most?

Taco Bell fans show strongest brand affinity for Panda Express (5.65×), Jack in the Box (6.27×), and Subway (3.96×) over the country average.

04

Where do Taco Bell fans live in United States?

Taco Bell fans in United States are most concentrated in California (reach ~6M), Texas (reach ~5M), and Florida (reach ~4M). These three regions account for the largest share of the active audience.

05

What other brands do Taco Bell fans also like?

Beyond Taco Bell itself, the audience over-indexes on Jack in the Box (6.27×), Subway (3.96×), Chipotle Mexican Grill (4.36×), and Wendy's (3.61×) compared to the United States average.

Appendix

Explore more audiences

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

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See Taco Bell audiences in other countries

How to read this data

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