Peanuts Still No. 1 Nut

New flavors, nutritional value and snacking capabilities put peanuts above the rest.

Crispy and crunchy, with a satisfying taste, peanuts are a favorite snack of shoppers everywhere. In addition, suppliers’ skill in presenting new flavors adds to the pleasure.

What’s more, peanuts belong to the “good for you” class of foods. Just 1 ounce, which is about 25 peanuts, rewards your body with 12% of the recommended daily allowance of protein, 2.4 grams of dietary fiber, six essential vitamins and seven essential minerals. Since the monounsaturated fat is the “good” fat, there is no cholesterol.

The National Peanut Board, Atlanta, GA, reports per capita consumption in the U.S. in 2024 was 7.3 pounds. “While we do see fluctuation within the categories year to year, consumption remains on an upward trend and peanuts are still the No. 1 consumed nut,” says Dena Malsom, vice president of marketing and communications.

She notes growth is poised to increase due to Millennials and a focus on Gen Z, and expects “the retail and foodservice markets for peanuts to grow this year.”

WELCOME TO FLAVORTOWN

Snacks continue to be in demand, and more than 90% of U.S. adults report eating one or more snacks on any given day, according to the National Library of Medicine, Bethesda, MD. Its March 25, 2023, report, Snacking Consumption among Adults in the United States: A Scoping Review, adds that snacks occur between 1.2 and 3 times per day. Importantly, snacking has been increasing in frequency and volume.

“The peanut segment within snack nuts remained a strong performer in 2024,” says Zeeshan Tarique, senior brand manager, Planters, Austin, MN. “Our belief is that peanuts will continue to deliver strong results, as they’re well positioned nutritionally and largely have approachable price points for consumers.”

Peanuts are also now available in an astonishing variety of flavorings. Within Planters’ classifications of classic, cocktail, dry roasted, honey roasted, and flavored, multiple choices are offered. Nine are within the flavored class — bold and savory, sweet and spicy, salted caramel, sea salt and vinegar, chili lime, cocoa, smoked, hot chipotle and salted caramel.

The market demands new flavors, Tarique explains. “Building on the success of our Sweet & Spicy peanuts innovation, we are committed to introducing more exciting and innovative products that will excite our consumers and elevate the peanut category.”

And they’re not alone. Hampton Farms, Raleigh, NC, is expanding distribution of its in-shell Cajun Hot Nuts along with its recently launched in-shell Spicy Dill Peanuts. “We also are launching Super Extra Large Blister Roast (Extra Crunchy) and Honey Roast shelled peanuts,” adds Mikayla Pittman, brand manager.

As the leading roaster of in-shell peanuts, Hampton Farms offers bulk salted and unsalted raw shelled, as well. Its gourmet line includes Virginia super large and Virginia honey chipotle, plus chocolate-covered milk chocolates, and with caramel, and chocolate-covered peanut brittle. That line comes in canisters, while resealable pouches protect their new shelled peanuts. In addition, retail stores and cafés can add freshly made peanut butter with Hampton Farms’ nut butter grinder, as well as featuring their brands.

“Younger consumers like Millennials and Gen Z seek out the bold spicy flavors more often than older generations,” says Pittman.

Tess Mercado, founder and president, Nutridge Farms, Chino, CA, says her soda pop-like bottle of peanut snacks, Nutridge Farms Fiesta Peanuts, offer an “exceptional burst of flavor and crunch, expertly seasoned with our proprietary blend of chamoy and tamarind flavors.”

These baked peanuts are available in hot or mild varieties. “When people taste the chamoy and tamarind combination, they come back for more.”

WHO’S BUYING?

Tarique says health-conscious Millennials and Gen Z consumers offer significant growth potential due to their focus on nutritious snacks. “Families looking for affordable, protein-rich options are also a key demographic. Additionally, younger adults seeking convenient and flavorful snacking solutions are driving incremental growth in the category.”

National Peanut Board’s Malsom reports the board’s promotional efforts have had “great success” among Millennials and now it is focusing consumer marketing primarily on Gen Z. “Recent research shows that this segment has the most potential for growth and impact for the peanut consumption now and into the future as they are exploring different foods, making more independent purchasing decisions and embarking into adulthood and parenthood.”

Malsom also says Gen Z has a growing interest in protein and low-sugar foods, which aligns with the 7 grams of plant-based protein and 0 grams of sugar that peanuts deliver.

“Peanuts in the snack category also have huge potential with Gen Z. According to the 2024 IFIC Food and Health Survey, 73% of Gen Z snack at least once a day, 14% snack three times a day and 56% replace meals with snacks. Peanuts pack great taste, nutrition, affordability and sustainability into a satisfying snack.”

PROMOTE TO BOOST SALES

Malsom says merchandising using an omnichannel approach can play a big role in increasing sales. She recommends finding new ways to position peanut products for increased product visibility and relevance.

“For instance, display snack-size peanut butter in the produce area with apples. Develop seasonal or themed displays for back-to-school focused on a protein-rich snack that taps into on-the-go-trends. Maximize your merchandising with a campaign, online shopping and in-store sampling and digital displays,” says Malsom.

Pittman agrees. “Visible and attractive displays in the produce department where our products are located or our in-shell peanuts among the beer aisle displays would help drive sales.”

Tarique recommends several ways the produce department can promote peanuts, such as secondary displays with engaging educational messaging, running targeted social media campaigns, incorporating impactful in-store signage, and hosting experiential events.

Tarique adds packaging is key to connecting with consumers. “We offer high quality and variety of packaging options that keep products fresh and meet diverse needs across various channels. For example, our 16-ounce peanut jars are ideal for regular retail shoppers, while smaller, convenient sizes are perfect for on-the-go snacking.”

SPORTS EVENTS HEIGHTEN SALES

Family-owned Food City, Abington, VA, operates over 100 supermarkets across five states. Its weekly ad includes assorted peanut varieties from Planters, Peanut Patch and Hampton Farms.

Produce Manager Russell Harp of the Lee Highway, Chattanooga, TN, store says that peanuts sell well year-round, although sports events boost interest and sales. Along with displays of peanuts in the produce department, Harp says their grocery aisles include some peanut snack items.

Tim Underwood, produce associate, Food City, Pulaski, VA, agrees that peanut sales move well all year. Its 2-pound bag of roasted Hampton Farms in-shell peanuts, which he designates “tailgate,” leads in sports events. Interestingly, he added that during the latest cold snap, some customers bought even more to share with their backyard squirrels. Also, he notes, “Salted is more popular than unsalted.”