A data profile of the people who buy, follow and care about Nutella in Brazil — modelled from more than twelve digital signal sources. Nutella has an estimated audience of 4,751,849 people in Brazil.
The average Nutella fan in Brazil is 38.2 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio de Janeiro.
Top brand affinities include Chocolate cake, Bake sale, Cake decorating, with strongest over-indexing on Chocolate cake (3.38× the country average).
Demographically, the Nutella audience skews more female with an average age of 38.2, and over-indexes on personality traits such as Creativity, Indulgence.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Nutella fan in Brazil is more female, around 38.2 years old, with strong Creativity tendencies and a notable affinity for Chocolate cake.
The key figures that characterise the Nutella profile in Brazil.
76.0% are female, 24.0% are male, average age 38.2.
| Metric | Value |
|---|---|
| Female | 76.0% |
| Male | 24.0% |
| Average age | 38.2 |
| Estimated audience size | 4,751,849 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 24% | |
| 30-39 | 22% | |
| 40-49 | 18% | |
| 50+ | 17% |
of the worldwide Nutella audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 18.0% |
| United States | 12.5% |
| Italy | 9.6% |
Where the Nutella audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Rio de Janeiro | ~600K | 1.30× | |
| 02 | Alagoas | ~90K | 1.28× | |
| 03 | Pernambuco | ~300K | 1.23× | |
| 04 | Minas Gerais | ~600K | 1.20× | |
| 05 | Ceará | ~200K | 1.20× | |
| 06 | Paraíba | ~100K | 1.19× | |
| 07 | São Paulo | ~1.5M | 1.18× | |
| 08 | Rio Grande do Norte | ~90K | 1.17× | |
| 09 | Mato Grosso do Sul | ~70K | 1.07× | |
| 10 | Sergipe | ~50K | 1.06× | |
| 11 | Bahia | ~300K | 1.04× | |
| 12 | Espírito Santo | ~100K | 1.01× | |
| 13 | Rio Grande do Sul | ~300K | 0.98× | |
| 14 | Paraná | ~300K | 0.97× | |
| 15 | Goiás | ~200K | 0.97× | |
| 16 | Maranhão | ~100K | 0.93× | |
| 17 | Piauí | ~60K | 0.92× | |
| 18 | Santa Catarina | ~200K | 0.91× | |
| 19 | Acre | ~10K | 0.90× | |
| 20 | Rondônia | ~40K | 0.89× | |
| 21 | Amapá | ~10K | 0.87× | |
| 22 | Federal District | ~70K | 0.85× | |
| 23 | Pará | ~100K | 0.84× | |
| 24 | Roraima | ~10K | 0.84× | |
| 25 | Mato Grosso | ~70K | 0.82× | |
| 26 | Amazonas | ~70K | 0.79× | |
| 27 | Tocantins | ~20K | 0.78× |
The strongest cross-interests of the Nutella audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bake sale | Food & Beverages | 3.46× | ||
| 02 | Chocolate cake | Food & Beverages | 3.38× | ||
| 03 | Cake decorating | Food & Beverages | 3.36× | ||
| 04 | Fruit preserves | Food & Beverages | 3.09× | ||
| 05 | Pastry | Food & Beverages | 2.81× | ||
| 06 | Chocolate brownie | Food & Beverages | 2.36× | ||
| 07 | Manicure & Pedicure | Beauty & Wellness | 2.35× | ||
| 08 | Cookie | Food & Beverages | 2.33× | ||
| 09 | Bakery | Food & Beverages | 2.18× | ||
| 10 | Nail polish | Beauty & Wellness | 2.16× | ||
| 11 | Cupcake | Food & Beverages | 2.11× | ||
| 12 | Eyebrow | Beauty & Wellness | 1.93× | ||
| 13 | Moda Feminina | Fashion & Accessoires | 1.91× | ||
| 14 | Children's clothing | Fashion & Accessoires | 1.88× | ||
| 15 | Child development | Business & Career | 1.86× | ||
| 16 | Healthy diet | Health | 1.76× | ||
| 17 | Wholesale | Fashion & Accessoires | 1.71× | ||
| 18 | Candy | Food & Beverages | 1.66× | ||
| 19 | Arezzo | Travel & Leisure | 1.63× | ||
| 20 | Discounting | Shopping | 1.55× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.31× | |
| Indulgence | JOY | 1.21× | |
| Price Sensitivity | PREMIUM | 1.19× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.57× | |
| Patriotism | CONSERVATISM | 0.57× | |
| Early Adopter Mentality | POWER | 0.62× |
Nutella's target market in Brazil covers an estimated 4,751,849 people, concentrated in São Paulo and Minas Gerais.
76.0% of the Nutella audience are female, 24.0% are male, with an average age of 38.2 years.
Nutella fans show strongest brand affinity for Chocolate cake (3.38×), Bake sale (3.46×), and Cake decorating (3.36×) over the country average.
Nutella fans in Brazil are most concentrated in São Paulo (reach ~1.5M), Minas Gerais (reach ~600K), and Rio de Janeiro (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Nutella itself, the audience over-indexes on Bake sale (3.46×), Cake decorating (3.36×), Pastry (2.81×), and Manicure & Pedicure (2.35×) 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 Nutella. 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.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.