Nutella Consumer Insights

Who buys Nutella? Nutella consumers are generally very high income, Asian, and lower middle age. Nutella consumers are more likely to purchase Nutella during larger pantry stocking trips. Brands such as YoCrunch, Skippy, and Jif also tend to be purchased in the same trip. Sample consumer insights data below.

Nutella Basket Penetration

The sample data below comes from real shopping receipts. InfoScout has America's largest purchase panel, and captures 1 in every 500 shopping trips. Learn more about our data

Data shown is from 2014-2015. Contact us for real-time data.

Brand $ per Basket
$3.99
% of Basket $ (median)
6.6%
Total Basket $ (median)
$60.06

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Contact our sales team for real-time data and deeper insights, including:

  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Nutella Consumer Demographics

demographic
index
Female
101
Male
94
<24
78
25-34
86
35-44
120
45-54
109
55-64
52
65+
56
African American
52
Asian
157
Caucasian
92
Hispanic
143
demographic
index
Has Kids
117
No Kids
61
- $20k
90
$20k-40k
89
$40k-60k
89
$60k-80k
96
$80k-100k
99
$100k-125k
103
$125k +
144
No College
82
College
100
Adv. Degree
121

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Nutella Basket Affinity & Size

brand
basket affinity
YoCrunch 4.8x
Skippy 4.6x
Jif 4.0x
Dannon Danimals 4.0x
basket size
index
Urgent Need (1-2 Items)
10
Express Lane (3-10 Items)
55
Fill Up (11-20 Items)
161
Pantry Stocking (21+ Items)
395

Where is Nutella Purchased?

channels
index
Beauty
11
Club
240
Dollar
43
Drug
63
Food
91
Gas & Convenience
14
Mass
86
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Dannon Danimals 1.4x
YoCrunch 1.4x
Horizon Organic 1.3x
Almond Breeze 1.3x

How Did They Pay?

method
index
Cash
83
Credit
107
Debit
101
Food Stamps
118

When is Nutella Purchased?

day of week
Sun
17.5%
Mon
13.2%
Tue
12.8%
Wed
12.6%
Thu
12.2%
Fri
14.4%
Sat
17.3%
time of day
Morning
14.1%
Noon
18.1%
Afternoon
35.3%
Evening
26.9%
Late
5.6%

Data shown is from 2014-2015. Contact us for real-time data.

Get Better Data

Contact our sales team for real-time data and deeper insights.

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Real-time purchase and demographic data

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What other brands do Nutella consumers purchase?

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Why do Nutella consumers try new brands?

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Where do Nutella consumers prefer to shop?

Clients

Example InfoScout clients

Data Highlights

Real Time Shopper and Consumer Data

Daily, Not Quarterly
Rapid consumer and shopper insights.

More Shopping Trips Captured

1 in every 500 Shopping Trips
InfoScout captures 15 times more shopping trips daily than legacy panels.

Balanced Panel

The Real America
Our panel includes traditionally hard-to-reach segments like young mothers, high-income households and male millennials.

Examples of different retailer types

Omnichannel Visibility
Every retailer, from Big Box to Bodegas to Online.

Research the Nutella Target Market

Arrow and target

Who actually buys Nutella? Do these consumers match the intended target market of Nutella?

Thought bubble

What motivates the target market to purchase Nutella?

magnifying glass

What other target market should Nutella look at?

venn diagram

Which other brands have a similar target market?

Where Does Our Data Come From?

InfoScout has America's largest purchase panel. We capture 1 in every 500 shopping trips because over 300,000 users upload their shopping receipts (paper and electronic) through our mobile apps. Additional data is collected through behaviorally triggered surveys taken in our apps.

Learn more about our data

What Does InfoScout Do?

InfoScout provides next generation consumer insights that explain why people buy in an omnichannel world. Our solutions include shopper profile reports, consumer surveys, buy & why studies, and insights subscriptions.

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