Nutella Audience in United States

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Nutella has an estimated audience of 3,269,388 people in United States. 64.9% are female, 35.1% are male, average age 34.1. Top regions: California, Texas, Florida. Top brand affinities: Food and drink, Beauty, Chocolate brownie, 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 Design Affinity, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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

Demographics of Nutella fans

Demographic split for Nutella audience in United States
MetricValue
Female64.9%
Male35.1%
Average age34.1
Estimated audience size3,269,388

Audience persona

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

Top regions in United States

Top regions ranked by reach for Nutella in United States
RegionReachAffinity
California444,8941.24×
Texas362,1421.29×
Florida322,6061.46×
New York247,0561.35×
Illinois140,9971.29×
Pennsylvania119,2591.08×
Georgia116,1681.15×
New Jersey110,8021.33×
North Carolina107,5791.09×
Ohio93,4200.93×
Virginia92,3851.16×
Michigan86,4311.01×
Massachusetts85,7281.33×
Washington70,3771.07×
Tennessee68,6371.05×
Maryland65,3501.16×
Indiana60,9821.02×
Arizona59,8920.9×
Missouri48,0200.91×
South Carolina46,5030.95×
Louisiana45,8421.09×
Colorado45,6620.89×
Minnesota44,8260.96×
Alabama42,6710.93×
Kentucky42,3591.03×
Wisconsin42,3320.86×
Connecticut39,5081.2×
Oklahoma36,7441.01×
Oregon34,3480.92×
Nevada30,3510.96×
Utah28,1860.96×
Arkansas28,1131.04×
Mississippi26,5260.98×
Kansas24,8710.97×
Iowa24,6120.91×
Nebraska15,3540.94×
New Mexico13,7390.84×
Hawaii13,5770.97×
Idaho13,3010.81×
West Virginia12,4920.82×
New Hampshire11,6900.91×
Rhode Island10,7731.04×
Maine9,8840.84×
Washington, District of Columbia9,8381×
Delaware8,5050.94×
South Dakota5,7470.76×
Montana5,6610.62×
Alaska5,6330.81×
North Dakota5,5180.82×
Vermont4,2480.74×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Nutella audience
BrandAffinityCategory
Food and drink1.68×Food & Beverages
Beauty1.75×Beauty & Wellness
Chocolate brownie6.38×Food & Beverages
Food1.53×Food & Beverages
Beverages1.74×Food & Beverages
United States1.69×Travel & Leisure
Alcoholic beverages1.78×Food & Beverages
Family1.56×Kids & Family
Computers1.57×Technology & Electronics
Euphoria1.53×Movies & TV
Restaurants1.55×Food & Beverages
Shoes1.69×Fashion & Accessoires
Mexico2.49×Travel & Leisure
Cuisine1.71×Food & Beverages
Photography1.5×Arts & Culture
Personal care2.38×Health
Mobile phones1.58×Technology & Electronics
Ferrero Rocher10.97×Food & Beverages
Mobile app1.63×Technology & Electronics
Panda Express2.5×Food & Beverages

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Nutella audience
TraitClusterScore
Design AffinityPREMIUM1.55
IndulgenceJOY1.42
Luxury OrientationPREMIUM1.37
Price SensitivityPREMIUM1.3
SustainabilityBALANCE1.25
Healthy LifestyleBALANCE1.25

Worldwide distribution

Worldwide audience distribution share by country for Nutella
CountryShare
Brazil19.0%
United States13.0%
Italy10.2%

See Nutella audiences in other countries

More Breakfast audiences in United States

Frequently asked questions

How many fans does Nutella have in United States?

Nutella has an estimated audience of 3,269,388 people in United States, concentrated in California and Texas.

What is the gender split and age of Nutella fans?

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

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.

Where do Nutella fans live in United States?

Nutella fans in United States are most concentrated in California (reach 444,894), Texas (reach 362,142), and Florida (reach 322,606). 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 Beauty (1.75×), Chocolate brownie (6.38×), Food (1.53×), and Beverages (1.74×) compared to the United States average.

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.