The results are in and peanuts are still coming out as the winner in the pursuit of gaining millennials’ interest and favor, according to a recent study. The National Peanut Board (NPB) dove into the millennial mindset and found that today’s millennials have a better impression and are more likely to recommend peanuts and peanut butter compared to 2015. In fact, millennials are more likely to order or purchase a grocery or menu item if it has peanuts in it.
Peanut consumption is rising, particularly among millennials. However, the way that millennials are consuming peanuts is changing. Millennials are more likely to have tried peanut candy, peanut oil, and peanut powder compared to the general population. Some other key takeaways from this online survey include:
- For millennials, the importance of snacks being easy to eat on-the-go has increased significantly.
- Peanuts and peanut butter are viewed as a good-for-you natural food, a source of protein, part of a well-balanced diet and a good source of nutrients. For peanut butter specifically, more millennials believe it is a good source of fiber and cholesterol-free.
- 84% of millennials have purchased or eaten a peanut product in the past month. 57% of millennials consume peanut butter on a weekly basis.
“The survey reinforces that millennials continue to be mindful of their consumption habits and that peanuts continue to meet their demands as a quality, affordable food option,” said Bob Parker, president and CEO of the National Peanut Board.
The National Peanut Board, in partnership with Bantam, conducted the online survey of 1,500 Americans in November 2018 to track attitudes, perceptions and consumption habits of peanuts and other foods. 750 of those surveyed were millennials (age range between 21 and 40).
2018 Consumer Tracking Study