Nutella Audience in Germany
Nutella has an estimated audience of 1,492,886 people in Germany. 68.8% are female, 31.2% are male, average age 34.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Galatasaray S.K., Rossmann, Deichmann, Easter egg, Confectionery.
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, Deichmann, 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 Indulgence, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Food & Beverages · Type: Brand · Subtype: Breakfast
Demographics of Nutella fans
| Metric | Value |
|---|---|
| Female | 68.8% |
| Male | 31.2% |
| Average age | 34.3 |
| Estimated audience size | 1,492,886 |
Audience persona
The typical Nutella fan in Germany is more female, around 34.3 years old, with strong Indulgence tendencies and a notable affinity for Galatasaray S.K..
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 381,581 | 1.17× |
| Bayern | 250,205 | 1.04× |
| Baden-Württemberg | 217,191 | 1.07× |
| Niedersachsen | 171,876 | 1.19× |
| Hessen | 130,196 | 1.14× |
| Rheinland-Pfalz | 82,021 | 1.1× |
| Sachsen | 74,063 | 1.01× |
| Berlin | 60,719 | 0.91× |
| Schleswig-Holstein | 54,153 | 1.01× |
| Brandenburg | 41,657 | 0.9× |
| Sachsen-Anhalt | 35,194 | 0.91× |
| Thüringen | 35,119 | 0.92× |
| Hamburg | 30,713 | 0.91× |
| Mecklenburg-Vorpommern | 21,828 | 0.77× |
| Saarland | 19,194 | 1.05× |
| Bremen | 11,609 | 0.91× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Galatasaray S.K. | 3.44× | Sports |
| Rossmann | 2.13× | Shopping |
| Deichmann | 2.04× | Shopping |
| Easter egg | 8.81× | Kids & Family |
| Confectionery | 3.02× | Food & Beverages |
| Barbie | 2.05× | Movies & TV |
| Toddler | 2.33× | Kids & Family |
| Scarf | 5.14× | Fashion & Accessoires |
| Fenerbahçe S.K. | 3.73× | Sports |
| Istanbul | 2.43× | Travel & Leisure |
| Discounts and allowances | 2.29× | Shopping |
| Day care | 2.9× | Health |
| Baby food | 2.37× | Kids & Family |
| H&M | 1.54× | Shopping |
| Childhood | 1.81× | Kids & Family |
| Parenting | 1.85× | Kids & Family |
| Primark | 1.92× | Shopping |
| Turkey | 1.94× | Travel & Leisure |
| Boulanger | 8.13× | Shopping |
| Cumhuriyet | 4.45× | News |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.52 |
| Price Sensitivity | PREMIUM | 1.35 |
| DIY Mentality | THRILL | 1.23 |
| Design Affinity | PREMIUM | 1.19 |
| Creativity | OPEN | 1.15 |
| Individualism | JOY | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| Brazil | 19.0% |
| United States | 13.0% |
| Italy | 10.2% |
See Nutella audiences in other countries
More Breakfast audiences in Germany
- Mymuesli (875,691)
- Kellogg's (312,615)
- Actimel (243,335)
- danone (144,720)
- Bonne Maman (88,146)
Frequently asked questions
How many fans does Nutella have in Germany?
Nutella has an estimated audience of 1,492,886 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Nutella fans?
68.8% of Nutella fans 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 Deichmann (2.04×) over the country average.
Where do Nutella fans live in Germany?
Nutella fans in Germany are most concentrated in Nordrhein-Westfalen (reach 381,581), Bayern (reach 250,205), and Baden-Württemberg (reach 217,191). 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×), Deichmann (2.04×), Easter egg (8.81×), and Confectionery (3.02×) compared to the Germany average.
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.