Rascasse Audience Intelligence

Tex-Mex Audience in United States

A data profile of the people who buy, follow and care about Tex-Mex in United States — modelled from more than twelve digital signal sources. Tex-Mex has an estimated audience of 7,014,764 people in United States.

#22among Cuisine in United States#3017among Topic in United States#367in Food & Beverages

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 FIFA World Cup 2026, FIFA World Cup, Taco, with strongest over-indexing on FIFA World Cup 2026 (1.82× 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 Tradition, Convenience Orientation.

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

The typical Tex-Mex fan in United States is more female, around 40.6 years old, with strong Tradition tendencies and a notable affinity for FIFA World Cup 2026.

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

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 Tex-Mex profile in United States.

Audience size
7M
in United States
Gender
55.5%♀
44.5% male
Age
40.6
average years
Country rank
#5005
Topic in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Tex-Mex fans

55.5% are female, 44.5% are male, average age 40.6.

Fig. 02

Gender split

55.5%
Female
44.5%
Male
Demographic split for Tex-Mex audience in United States
MetricValue
Female55.5%
Male44.5%
Average age40.6
Estimated audience size7,014,764
Fig. 03

Age distribution

Ø 40.6
average years
Age distribution of the Tex-Mex audience in United States
Age bracketShare%
16-1916%
20-2918%
30-3921%
40-4924%
50+21%
Fig. 04

Worldwide distribution

61.0%

of the worldwide Tex-Mex audience comes from United States.

Worldwide audience distribution share by country for Tex-Mex
CountryShare
United States61.0%
Mexico4.9%
Canada3.6%
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 Tex-Mex audience in United States is strongest.

Fig. 05

Top regions by affinity

Tex-Mex fans by region: top regions in United States
#RegionReachAffinity×
01Texas~3M5.35×
02New York~700K1.83×
03Iowa~90K1.57×
04Delaware~30K1.54×
05Indiana~200K1.46×
06Washington, District of Columbia~30K1.39×
07North Carolina~300K1.33×
08New Jersey~200K1.25×
09Maryland~200K1.25×
10Massachusetts~200K1.22×
11Colorado~100K1.22×
12New Mexico~40K1.21×
13Virginia~200K1.13×
14Oklahoma~90K1.13×
15South Carolina~100K1.09×
16Arkansas~60K1.06×
17Georgia~200K1.02×
18Louisiana~90K1.00×
19Mississippi~60K0.96×
20Tennessee~100K0.95×
21Kansas~50K0.95×
22Oregon~70K0.92×
23Pennsylvania~200K0.91×
24Hawaii~30K0.88×
25Florida~400K0.86×
26California~700K0.85×
27Alabama~80K0.84×
28Arizona~100K0.83×
29Missouri~90K0.83×
30Rhode Island~20K0.83×
31Alaska~10K0.83×
32Idaho~30K0.82×
33North Dakota~10K0.82×
34Vermont~10K0.82×
35Washington~100K0.81×
36Kentucky~70K0.80×
37Montana~20K0.79×
38South Dakota~10K0.79×
39Illinois~200K0.76×
40Utah~50K0.76×
41Nevada~50K0.74×
42New Hampshire~20K0.74×
43Ohio~200K0.73×
44Wisconsin~80K0.73×
45Nebraska~30K0.73×
46West Virginia~20K0.73×
47Michigan~100K0.72×
48Connecticut~50K0.72×
49Maine~20K0.72×
50Minnesota~60K0.64×
Fig. 06

Affinity by region

Affinity by region — Tex-Mex, United States
0.64×1.00×5.35×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Tex-Mex audience
#·InterestCategoryAffinity×
01ArequipaTravel & Leisure10.31×
02WE FashionFashion & Accessoires9.58×
03CuliacánTravel & Leisure8.59×
04Cruz AzulSports7.63×
05SinaloaTravel & Leisure7.05×
06spicy foodFood & Beverages6.31×
07Liga MXSports4.51×
08TacoFood & Beverages4.32×
09Tejano musicMusic & Radio4.01×
10Mexico CityTravel & Leisure3.57×
11GuatemalaTravel & Leisure2.96×
12Chipotle Mexican GrillFood & Beverages2.92×
13FIFA World CupSports2.64×
14Taco BellFood & Beverages2.63×
15Bad BunnyMusic & Radio2.58×
16Spanish languagePolitics & Society2.44×
17MexicoTravel & Leisure2.07×
18FIFA World Cup 2026Sports1.82×
19Instant messagingInternet & Social Media1.74×
20Texas RoadhouseFood & Beverages1.68×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Tex-Mex 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 Tex-Mex audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.37×
Convenience OrientationPREMIUM1.28×
Urban LifestyleOPEN1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Tex-Mex audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.85×
Risk AppetiteTHRILL0.86×
Luxury OrientationPREMIUM0.87×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Tex-Mex fans like most?

Tex-Mex fans show strongest brand affinity for FIFA World Cup 2026 (1.82×), FIFA World Cup (2.64×), and Taco (4.32×) over the country average.

04

Where do Tex-Mex fans live in United States?

Tex-Mex fans in United States are most concentrated in Texas (reach ~3M), New York (reach ~700K), and California (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Tex-Mex fans also like?

Beyond Tex-Mex itself, the audience over-indexes on FIFA World Cup (2.64×), Taco (4.32×), spicy food (6.31×), and Taco Bell (2.63×) compared to the United States average.

Appendix

Explore more audiences

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

More Cuisine audiences in United States

See Tex-Mex audiences in other countries

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.

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