Nutella Target Market in Germany
A data profile of the people who buy, follow and care about Nutella in Germany — modelled from more than twelve digital signal sources. Nutella has an estimated audience of 1,510,794 people in Germany.
The average Nutella fan in Germany is 34.3 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Galatasaray S.K., Rossmann, Müller (company), with strongest over-indexing on Galatasaray S.K. (3.44× the country average).
Demographically, the Nutella audience skews more female with an average age of 34.3, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Nutella fan in Germany is more female, around 34.3 years old, with strong Price Sensitivity tendencies and a notable affinity for Galatasaray S.K..
At a glance
The key figures that characterise the Nutella profile in Germany.
Search interest · 12-month trend
Customer demographics of Nutella
68.8% are female, 31.2% are male, average age 34.3.
Gender split
| Metric | Value |
|---|---|
| Female | 68.8% |
| Male | 31.2% |
| Average age | 34.3 |
| Estimated audience size | 1,510,794 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 31% | |
| 20-29 | 21% | |
| 30-39 | 20% | |
| 40-49 | 17% | |
| 50+ | 10% |
Worldwide distribution
of the worldwide Nutella audience comes from Germany.
| Country | Share |
|---|---|
| Brazil | 18.0% |
| United States | 12.5% |
| Italy | 9.6% |
Geography
Where the Nutella audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Niedersachsen | ~200K | 1.16× | |
| 02 | Nordrhein-Westfalen | ~400K | 1.12× | |
| 03 | Hessen | ~100K | 1.12× | |
| 04 | Saarland | ~20K | 1.12× | |
| 05 | Rheinland-Pfalz | ~80K | 1.08× | |
| 06 | Baden-Württemberg | ~200K | 1.04× | |
| 07 | Bayern | ~200K | 1.00× | |
| 08 | Sachsen | ~70K | 1.00× | |
| 09 | Schleswig-Holstein | ~50K | 1.00× | |
| 10 | Thüringen | ~40K | 0.99× | |
| 11 | Sachsen-Anhalt | ~40K | 0.94× | |
| 12 | Bremen | ~10K | 0.94× | |
| 13 | Brandenburg | ~40K | 0.92× | |
| 14 | Hamburg | ~30K | 0.90× | |
| 15 | Berlin | ~60K | 0.87× | |
| 16 | Mecklenburg-Vorpommern | ~20K | 0.82× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Nutella audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Easter egg | Kids & Family | 8.81× | ||
| 02 | Boulanger | Shopping | 8.13× | ||
| 03 | Scarf | Fashion & Accessoires | 5.14× | ||
| 04 | Fenerbahçe S.K. | Sports | 3.73× | ||
| 05 | Galatasaray S.K. | Sports | 3.44× | ||
| 06 | Confectionery | Food & Beverages | 3.02× | ||
| 07 | Day care | Health | 2.90× | ||
| 08 | Istanbul | Travel & Leisure | 2.43× | ||
| 09 | Baby food | Kids & Family | 2.37× | ||
| 10 | Toddler | Kids & Family | 2.33× | ||
| 11 | Discounts and allowances | Shopping | 2.29× | ||
| 12 | Rossmann | Shopping | 2.13× | ||
| 13 | Barbie | Movies & TV | 2.05× | ||
| 14 | Deichmann | Shopping | 2.04× | ||
| 15 | Turkey | Travel & Leisure | 1.94× | ||
| 16 | Primark | Shopping | 1.92× | ||
| 17 | Müller (company) | Food & Beverages | 1.90× | ||
| 18 | Parenting | Kids & Family | 1.85× | ||
| 19 | Childhood | Kids & Family | 1.81× | ||
| 20 | H&M | Shopping | 1.54× |
Personality of the Nutella audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.48× | |
| Creativity | OPEN | 1.30× | |
| Pet Ownership | JOY | 1.17× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.64× | |
| Career Orientation | POWER | 0.71× | |
| Need for Security | CONSERVATISM | 0.74× |
Frequently asked questions
Who is Nutella's target market in Germany?
Nutella's target market in Germany covers an estimated 1,510,794 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Nutella customers?
68.8% of the Nutella audience are female, 31.2% are male, with an average age of 34.3 years.
Which brands do Nutella fans like most?
Nutella fans show strongest brand affinity for Galatasaray S.K. (3.44×), Rossmann (2.13×), and Müller (company) (1.9×) over the country average.
Where do Nutella fans live in Germany?
Nutella fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.
What other brands do Nutella fans also like?
Beyond Nutella itself, the audience over-indexes on Rossmann (2.13×), Müller (company) (1.9×), Deichmann (2.04×), and Easter egg (8.81×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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See Nutella audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. 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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