Rascasse Audience Intelligence

Nutella Target Market in United States

A data profile of the people who buy, follow and care about Nutella in United States — modelled from more than twelve digital signal sources. Nutella has an estimated audience of 3,316,388 people in United States.

#1among Breakfast in United States#988among Brand in United States#611in Food & Beverages

The average Nutella fan in United States is 34.1 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Food and drink, Beauty, Chocolate brownie, with strongest over-indexing on Food and drink (1.68× the country average).

Demographically, the Nutella audience skews more female with an average age of 34.1, and over-indexes on personality traits such as Indulgence, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Nutella fan in United States is more female, around 34.1 years old, with strong Indulgence tendencies and a notable affinity for Food and drink.

Category: Food & Beverages · Type: Brand · Subtype: Breakfast

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Nutella profile in United States.

Audience size
3.3M
in United States
Gender
64.9%♀
35.1% male
Age
34.1
average years
Country rank
#9458
Brand in United States
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Nutella

64.9% are female, 35.1% are male, average age 34.1.

Fig. 02

Gender split

64.9%
Female
35.1%
Male
Demographic split for Nutella audience in United States
MetricValue
Female64.9%
Male35.1%
Average age34.1
Estimated audience size3,316,388
Fig. 03

Age distribution

Ø 34.1
average years
Age distribution of the Nutella audience in United States
Age bracketShare%
16-1934%
20-2921%
30-3918%
40-4916%
50+11%
Fig. 04

Worldwide distribution

12.5%

of the worldwide Nutella audience comes from United States.

Worldwide audience distribution share by country for Nutella
CountryShare
Brazil18.0%
United States12.5%
Italy9.6%
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

Where the Nutella audience in United States is strongest.

Fig. 05

Top regions by affinity

Nutella customers by region in United States
#RegionReachAffinity×
01Florida~300K1.31×
02New Jersey~100K1.30×
03Texas~400K1.27×
04Illinois~100K1.27×
05Massachusetts~80K1.26×
06New York~200K1.25×
07Connecticut~40K1.17×
08California~400K1.15×
09Georgia~100K1.15×
10Maryland~60K1.13×
11Virginia~90K1.12×
12Louisiana~50K1.12×
13Pennsylvania~100K1.07×
14North Carolina~100K1.06×
15Kentucky~40K1.06×
16Arkansas~30K1.06×
17Rhode Island~10K1.05×
18Washington~70K1.03×
19Hawaii~10K1.03×
20Delaware~9K1.02×
21Indiana~60K1.00×
22Michigan~80K0.99×
23Tennessee~60K0.99×
24Utah~30K0.99×
25Mississippi~30K0.99×
26Oklahoma~40K0.98×
27South Carolina~50K0.97×
28Alabama~40K0.97×
29Nebraska~20K0.97×
30Ohio~100K0.96×
31Minnesota~40K0.96×
32Nevada~30K0.95×
33Kansas~20K0.95×
34Washington, District of Columbia~9K0.94×
35North Dakota~6K0.94×
36Alaska~7K0.93×
37Arizona~60K0.92×
38Iowa~20K0.92×
39Oregon~30K0.91×
40New Hampshire~10K0.91×
41Missouri~50K0.90×
42Wisconsin~40K0.89×
43South Dakota~7K0.89×
44New Mexico~10K0.88×
45Maine~10K0.87×
46Idaho~10K0.86×
47West Virginia~10K0.86×
48Colorado~40K0.84×
49Vermont~5K0.80×
50Montana~7K0.74×
Fig. 06

Affinity by region

Affinity by region — Nutella, United States
0.74×1.00×1.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Nutella audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Nutella audience
#·InterestCategoryAffinity×
01Ferrero RocherFood & Beverages10.97×
02Chocolate brownieFood & Beverages6.38×
03Panda ExpressFood & Beverages2.50×
04MexicoTravel & Leisure2.49×
05Personal careHealth2.38×
06Alcoholic beveragesFood & Beverages1.78×
07BeautyBeauty & Wellness1.75×
08BeveragesFood & Beverages1.74×
09CuisineFood & Beverages1.71×
10United StatesTravel & Leisure1.69×
11ShoesFashion & Accessoires1.69×
12Food and drinkFood & Beverages1.68×
13Mobile appTechnology & Electronics1.63×
14Mobile phonesTechnology & Electronics1.58×
15ComputersTechnology & Electronics1.57×
16FamilyKids & Family1.56×
17RestaurantsFood & Beverages1.55×
18FoodFood & Beverages1.53×
19Comedy moviesMovies & TV1.52×
20PhotographyArts & Culture1.50×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Nutella audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Nutella audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.74×
Design AffinityPREMIUM1.50×
Urban LifestyleOPEN1.46×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Nutella audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.75×
Career OrientationPOWER1.01×
Quality AwarenessPREMIUM1.05×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Nutella's target market in United States?

Nutella's target market in United States covers an estimated 3,316,388 people, concentrated in California and Texas.

02

What is the gender split and age of Nutella customers?

64.9% of the Nutella audience are female, 35.1% are male, with an average age of 34.1 years.

03

Which brands do Nutella fans like most?

Nutella fans show strongest brand affinity for Food and drink (1.68×), Beauty (1.75×), and Chocolate brownie (6.38×) over the country average.

04

Where do Nutella fans live in United States?

Nutella fans in United States are most concentrated in California (reach ~400K), Texas (reach ~400K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Nutella fans also like?

Beyond Nutella itself, the audience over-indexes on Beauty (1.75×), Chocolate brownie (6.38×), Food (1.53×), and Beverages (1.74×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Breakfast audiences in United States

See Nutella audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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 United States. 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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