Nutella, that sweet chocolate spread French children (and parents) butter on their bread, was not only the most sold product – the brand dominated half of the top 10 ranking.
Claiming the top spot, the Nutella 1kg pot sold €40 million worth in 2020 (the study stopped on June 12th).
The 1kg chocolate pot was so popular that it outranked butter, black coffee and toilet paper (which, in coronavirus times, you know what means).
Fifth, after butter, black coffee and toilet paper, came the 975g pot of Nutella, which sold for a value of €31 million, followed closely by Nutella 750g (€30 million and Nutella 400g (also €30 million).
Then followed more black coffee and milk, eight and ninth respectively, followed by Nutella biscuits, the only non-pot version of the brand on the list.
The study was conducted by Nielsen France, a private company specialising on marketing analysis.
See the full ranking in the tweet below:
? Classement des produits les plus vendus (hors boissons) : 5 références Nutella dans le top 10 en chiffre d'affaires. Pour le classement tous produits confondus ? https://t.co/UGhUyiVVtt pic.twitter.com/FGethKPrQB
— Nielsen France (@NielsenFrance) August 26, 2020
France's longstanding love affair with the chocolate spread Nutella is a faithful kind – so much so that it's tempting to contrast it with that of some French presidents with their wives – that begins, for many, at childhood and lasts for life.
French children smear the hazelnut paste onto their bread in the morning, some dip the tartine in a bowl of chocolate milk. Adults might lay off the topping during the week, but few can resist that occasional tartine de nutella, sometimes toast or drenched in the coffee mug.
And don't forget the absolute classic: crèpes de Nutella:
*tell the universe what you want*
— Missguided (@Missguided) January 23, 2020
A couple of years back, a 70 percent Nutella discount at the Intermarché supermarket chain turned into a 'riot', with customers jostling and battling each other to get their hands on the pots.
— Jean Zerafa (@Rev_de_Presse) January 25, 2018
Everyone loves Nutella. Even French President Emmanuel Macron:
— ?⭐️ Iron Marmotte ⭐️? (@MarmotteDroite) January 25, 2018