Rascasse Audience Intelligence

Taco Bell Target Market in United States

Taco Bell has an estimated audience of 57.8M people in United States.

#2among Fast food restaurants in United States#33among brands in United States#27in Food & Beverages

The average Taco Bell fan in United States is 37.3 years old, balanced, and lives primarily in California.

By number of fans, Taco Bell ranks #2 among the 88 objects in Fast food restaurants in United States — 114.6× the group median.

Its fans are 2.0 years younger than the group average of 39.3.

Women make up 52.8% of the fan base, 2.5 percentage points fewer than the group average.

Compared with the other 87 objects in Fast food restaurants, Taco Bell fans stand out for their interest in Torchy's Tacos, Del Taco and Hardee's.

Most fans live in California, Texas, Florida.

Top affinities include Torchy's Tacos, Jack in the Box, Del Taco, with strongest over-indexing on Torchy's Tacos (9.68× the country average).

Demographically, the Taco Bell audience skews balanced with an average age of 37.3, and over-indexes on personality traits such as Extroversion, Indulgence.

The typical Taco Bell fan in United States is balanced, around 37.3 years old, with strong Extroversion tendencies and a notable affinity for Torchy's Tacos.

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

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
57.8M
in United States
Gender
52.8%♀
47.2% male
Age
37.3
average years
Country rank
#314
among all objects in United States
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Taco Bell

52.8% are female, 47.2% are male, average age 37.3.

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 age37.3
Estimated audience size57.8M
Fig. 03

Age distribution

Ø 37.3
average years
Age distribution of the Taco Bell audience in United States
Age bracketShare%
16-2427%
25-3421%
35-4417%
45-5416%
55+18%
Fig. 04

Worldwide distribution

76.4%

of the worldwide Taco Bell audience comes from United States.

Worldwide audience distribution share by country for Taco Bell
CountryShare
United States76.4%
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

Fig. 05

Top regions by affinity

Taco Bell customers by region in United States
#RegionReachAffinity×
01Michigan~2.5M1.46×
02Indiana~1.5M1.44×
03Missouri~1.5M1.42×
04Ohio~3M1.38×
05Tennessee~1.5M1.36×
06Kentucky~1M1.31×
07Oregon~900K1.30×
08Arkansas~700K1.26×
09Kansas~600K1.26×
10Oklahoma~900K1.25×
11Colorado~1M1.23×
12West Virginia~400K1.20×
13Alabama~1M1.17×
14Minnesota~1M1.14×
15Nebraska~400K1.13×
16Washington~1.5M1.12×
17New Mexico~400K1.12×
18Wisconsin~1M1.11×
19Arizona~1.5M1.09×
20Idaho~300K1.09×
21Mississippi~500K1.06×
22Louisiana~800K1.05×
23Nevada~600K1.05×
24Hawaii~300K1.03×
25Texas~4M1.02×
26Montana~200K1.02×
27North Carolina~2M1.00×
28Florida~3.5M0.99×
29South Carolina~900K0.99×
30California~6.5M0.98×
31Illinois~2M0.97×
32Georgia~2M0.97×
33Alaska~100K0.96×
34Virginia~1.5M0.95×
35Utah~500K0.95×
36South Dakota~100K0.94×
37North Dakota~100K0.94×
38Rhode Island~200K0.86×
39Wyoming~90K0.86×
40Iowa~500K0.83×
41New Jersey~1.5M0.82×
42Pennsylvania~2M0.81×
43Maryland~800K0.79×
44Delaware~100K0.73×
45Connecticut~400K0.69×
46New York~2.5M0.65×
47Massachusetts~700K0.59×
48New Hampshire~100K0.57×
49Maine~100K0.48×
50Washington, District of Columbia~50K0.41×
Fig. 06

Affinity by region

Affinity by region — Taco Bell, United States
0.41×1.00×1.46×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Taco Bell audience vs. the country average
#·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
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Taco Bell audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Taco Bell audience vs. the country average · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.14×
IndulgenceJOY1.13×
Urban LifestyleOPEN1.12×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Taco Bell audience vs. the country average · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.87×
Luxury OrientationPREMIUM0.92×
Quality AwarenessPREMIUM0.95×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fast food restaurants audiences in United States

Related rankings

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Taco Bell over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/taco-bell-13629” · Methodology