A data profile of the people who buy, follow and care about Nestlé in Brazil — modelled from more than twelve digital signal sources. Nestlé has an estimated audience of 5,087,055 people in Brazil.
The average Nestlé fan in Brazil is 43.7 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Bahia.
Top brand affinities include Barbie, Chocolate, Desserts, with strongest over-indexing on Barbie (1.79× the country average).
Demographically, the Nestlé audience skews more female with an average age of 43.7, and over-indexes on personality traits such as Price Sensitivity, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Nestlé fan in Brazil is more female, around 43.7 years old, with strong Price Sensitivity tendencies and a notable affinity for Barbie.
The key figures that characterise the Nestlé profile in Brazil.
71.5% are female, 28.5% are male, average age 43.7.
| Metric | Value |
|---|---|
| Female | 71.5% |
| Male | 28.5% |
| Average age | 43.7 |
| Estimated audience size | 5,087,055 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 17% | |
| 30-39 | 19% | |
| 40-49 | 22% | |
| 50+ | 32% |
of the worldwide Nestlé audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 18.0% |
| Brazil | 11.5% |
| Mexico | 5.1% |
Where the Nestlé audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | São Paulo | ~2.5M | 2.01× | |
| 02 | Bahia | ~500K | 1.59× | |
| 03 | Goiás | ~200K | 1.24× | |
| 04 | Rio Grande do Sul | ~300K | 1.12× | |
| 05 | Pernambuco | ~300K | 1.12× | |
| 06 | Minas Gerais | ~600K | 1.10× | |
| 07 | Espírito Santo | ~100K | 1.10× | |
| 08 | Rio de Janeiro | ~500K | 1.07× | |
| 09 | Alagoas | ~80K | 1.05× | |
| 10 | Santa Catarina | ~200K | 1.04× | |
| 11 | Sergipe | ~60K | 1.04× | |
| 12 | Paraná | ~300K | 1.00× | |
| 13 | Paraíba | ~100K | 0.96× | |
| 14 | Ceará | ~200K | 0.95× | |
| 15 | Rio Grande do Norte | ~80K | 0.95× | |
| 16 | Mato Grosso do Sul | ~70K | 0.93× | |
| 17 | Piauí | ~60K | 0.90× | |
| 18 | Rondônia | ~40K | 0.88× | |
| 19 | Amazonas | ~70K | 0.84× | |
| 20 | Maranhão | ~100K | 0.83× | |
| 21 | Mato Grosso | ~80K | 0.83× | |
| 22 | Federal District | ~70K | 0.83× | |
| 23 | Amapá | ~10K | 0.82× | |
| 24 | Acre | ~10K | 0.81× | |
| 25 | Roraima | ~10K | 0.81× | |
| 26 | Pará | ~100K | 0.80× | |
| 27 | Tocantins | ~30K | 0.77× |
The strongest cross-interests of the Nestlé audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Birthday cake | Food & Beverages | 2.79× | ||
| 02 | Pension | Business & Career | 2.11× | ||
| 03 | Cacau Show | Food & Beverages | 1.92× | ||
| 04 | Electrolux | Home & Garden | 1.81× | ||
| 05 | Barbie | Movies & TV | 1.79× | ||
| 06 | Homemaking | Home & Garden | 1.76× | ||
| 07 | Assaí | Food & Beverages | 1.73× | ||
| 08 | Sink | Home & Garden | 1.73× | ||
| 09 | Desserts | Food & Beverages | 1.71× | ||
| 10 | Chocolate | Food & Beverages | 1.66× | ||
| 11 | Carrefour | Shopping | 1.66× | ||
| 12 | Milk | Food & Beverages | 1.66× | ||
| 13 | Anatomy | Health | 1.62× | ||
| 14 | Nutrient | Food & Beverages | 1.60× | ||
| 15 | Atacadão | Shopping | 1.55× | ||
| 16 | Galinha Pintadinha | Movies & TV | 1.53× | ||
| 17 | Coffee | Food & Beverages | 1.52× | ||
| 18 | Childhood | Kids & Family | 1.52× | ||
| 19 | Developmental psychology | Health | 1.51× | ||
| 20 | Supermarket | Shopping | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.38× | |
| Community Orientation | OPEN | 1.31× | |
| Creativity | OPEN | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.78× | |
| Travelling | THRILL | 0.86× | |
| Extroversion | THRILL | 0.89× |
Nestlé's target market in Brazil covers an estimated 5,087,055 people, concentrated in São Paulo and Minas Gerais.
71.5% of the Nestlé audience are female, 28.5% are male, with an average age of 43.7 years.
Nestlé fans show strongest brand affinity for Barbie (1.79×), Chocolate (1.66×), and Desserts (1.71×) over the country average.
Nestlé fans in Brazil are most concentrated in São Paulo (reach ~2.5M), Minas Gerais (reach ~600K), and Bahia (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Nestlé itself, the audience over-indexes on Chocolate (1.66×), Desserts (1.71×), Supermarket (1.5×), and Carrefour (1.66×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Nestlé. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. 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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