Tex-Mex Audience in United States
Tex-Mex has an estimated audience of 7,014,764 people in United States. 55.5% are female, 44.5% are male, average age 40.6. Top regions: Texas, New York, California. Top brand affinities: Taco, FIFA World Cup, spicy food, Taco Bell, Cruz Azul.
The average Tex-Mex fan in United States is 40.6 years old, more female, and lives primarily in Texas. The audience is concentrated in Texas, New York, California. Top brand affinities include Taco, FIFA World Cup, spicy food, with strongest over-indexing on Taco (4.32× the country average). Demographically, the Tex-Mex audience skews more female with an average age of 40.6, and over-indexes on personality traits such as Urban Lifestyle, 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 Tex-Mex fans
| Metric | Value |
|---|---|
| Female | 55.5% |
| Male | 44.5% |
| Average age | 40.6 |
| Estimated audience size | 7,014,764 |
Audience persona
The typical Tex-Mex fan in United States is more female, around 40.6 years old, with strong Urban Lifestyle tendencies and a notable affinity for Taco.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| Texas | 3,685,998 | 6.11× |
| New York | 749,397 | 1.91× |
| California | 675,013 | 0.88× |
| Florida | 409,196 | 0.86× |
| North Carolina | 291,784 | 1.38× |
| Georgia | 230,103 | 1.06× |
| New Jersey | 226,722 | 1.27× |
| Virginia | 214,377 | 1.25× |
| Pennsylvania | 213,501 | 0.9× |
| Indiana | 189,609 | 1.48× |
| Illinois | 184,707 | 0.79× |
| Massachusetts | 166,340 | 1.2× |
| Maryland | 153,688 | 1.27× |
| Ohio | 144,787 | 0.67× |
| Colorado | 136,540 | 1.23× |
| Tennessee | 126,774 | 0.9× |
| Michigan | 126,347 | 0.69× |
| Washington | 116,384 | 0.83× |
| South Carolina | 115,283 | 1.09× |
| Arizona | 115,153 | 0.8× |
| Oklahoma | 92,201 | 1.18× |
| Missouri | 88,379 | 0.78× |
| Iowa | 87,768 | 1.52× |
| Louisiana | 81,820 | 0.9× |
| Alabama | 76,883 | 0.78× |
| Oregon | 75,547 | 0.94× |
| Wisconsin | 74,733 | 0.71× |
| Kentucky | 63,145 | 0.72× |
| Arkansas | 60,829 | 1.05× |
| Minnesota | 60,321 | 0.6× |
| Nevada | 46,951 | 0.69× |
| Kansas | 45,560 | 0.82× |
| Connecticut | 45,539 | 0.65× |
| Utah | 43,343 | 0.69× |
| New Mexico | 42,384 | 1.2× |
| Mississippi | 39,542 | 0.68× |
| Delaware | 34,290 | 1.77× |
| Washington, District of Columbia | 32,600 | 1.55× |
| Idaho | 28,039 | 0.8× |
| Hawaii | 21,386 | 0.71× |
| Nebraska | 21,013 | 0.6× |
| Rhode Island | 17,379 | 0.78× |
| West Virginia | 13,562 | 0.42× |
| New Hampshire | 13,548 | 0.49× |
| Maine | 11,165 | 0.44× |
| Montana | 10,649 | 0.55× |
| Wyoming | 7,184 | 0.69× |
| North Dakota | 6,422 | 0.45× |
| Alaska | 6,228 | 0.42× |
| Vermont | 5,729 | 0.47× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Taco | 4.32× | Food & Beverages |
| FIFA World Cup | 2.64× | Sports |
| spicy food | 6.31× | Food & Beverages |
| Taco Bell | 2.63× | Food & Beverages |
| Cruz Azul | 7.63× | Sports |
| Chipotle Mexican Grill | 2.92× | Food & Beverages |
| Sinaloa | 7.05× | Travel & Leisure |
| Liga MX | 4.51× | Sports |
| Tejano music | 4.01× | Music & Radio |
| Arequipa | 10.31× | Travel & Leisure |
| Mexico | 2.07× | Travel & Leisure |
| Culiacán | 8.59× | Travel & Leisure |
| William Levy (actor) | 10.48× | Movies & TV |
| Instant messaging | 1.74× | Internet & Social Media |
| Club América | 4.56× | Sports |
| Guatemala | 2.96× | Travel & Leisure |
| Mexico City | 3.57× | Travel & Leisure |
| Spanish language | 2.44× | Politics & Society |
| Texas Roadhouse | 1.68× | Food & Beverages |
| Bad Bunny | 2.58× | Music & Radio |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Urban Lifestyle | OPEN | 1.58 |
| Indulgence | JOY | 1.49 |
| Family Orientation | CONSERVATISM | 1.32 |
| Convenience Orientation | PREMIUM | 1.3 |
| Career Orientation | POWER | 1.13 |
| Social Media Usage | JOY | 1.12 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 61.1% |
| Mexico | 4.9% |
| Canada | 3.6% |
See Tex-Mex audiences in other countries
More Cuisine audiences in United States
- Italian cuisine (41,718,747)
- Mexican cuisine (35,749,378)
- Cuisine of the United States (21,141,599)
- Vegetarian cuisine (20,968,856)
- Chinese cuisine (19,328,542)
Frequently asked questions
How many fans does Tex-Mex have in United States?
Tex-Mex has an estimated audience of 7,014,764 people in United States, concentrated in Texas and New York.
What is the gender split and age of Tex-Mex fans?
55.5% of Tex-Mex fans are female, 44.5% are male, with an average age of 40.6 years.
Which brands do Tex-Mex fans like most?
Tex-Mex fans show strongest brand affinity for Taco (4.32×), FIFA World Cup (2.64×), and spicy food (6.31×) over the country average.
Where do Tex-Mex fans live in United States?
Tex-Mex fans in United States are most concentrated in Texas (reach 3,685,998), New York (reach 749,397), and California (reach 675,013). These three regions account for the largest share of the active audience.
What other brands do Tex-Mex fans also like?
Beyond Tex-Mex itself, the audience over-indexes on FIFA World Cup (2.64×), spicy food (6.31×), Taco Bell (2.63×), and Cruz Azul (7.63×) 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 Tex-Mex. 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.