By Valeri Lea, Sherman Moritz
This story was originally published in PQ 50.
In 2024, the peanut and peanut butter sector is flourishing with innovative products that align with current consumer trends. These trends include a resurgence of nostalgic flavors, an increase in protein-forward snacks, the integration of global flavors, and a focus on functional and sustainable products.
Nostalgic Flavors
Nostalgic flavors are seeing a significant comeback, particularly with the classic peanut butter and jelly combination. This nostalgic flavor resonates with Millennials, Gen X and Boomers seeking comfort in familiar tastes from their past. The revival of this flavor profile has led to a variety of new products hitting the market, including:
- Rudi’s® Rocky Mountain Bakery PB&J Sandos
- Lärabar® Peanut Butter & Jelly Trail Mix Bar
- H-E-B® Peanut Butter & Strawberry Oatmeal Bars
- Bakerly® Peanut Butter and Grape-Filled Crepes To-Go
- Skippy® P.B. & Jelly Wafer Bars
Protein-Forward Snacks
Protein-forward snacks are increasingly popular as consumers prioritize health and nutrition in their snacking choices. Peanuts, known for their high-protein content, are featured prominently in new products aimed at delivering both flavor and nutrition. Noteworthy examples include:
- Bobosz® Peanut Butter Chocolate Chip Protein Bars
- Jam Bar® Peanut Butter & Jelly Protein Bar
- BHU Foods® Peanut Butter White Chocolate Protein Cookie
- Good Word® Peanut Butter Chip Protein Cookie
Global Flavors
Global flavors are also making their mark, as peanuts are paired with international cuisines to create bold, savory foods. This trend reflects the growing consumer appetite for diverse and adventurous flavors. Products like:
- Big Spoon Roasters® Peanut & Cashew Butter Lum Lum Thai Curry
- Southern Grove® Mexican Street Corn Trail Mix
- Tropical Fields® Peanut Butter Mochi with its smooth peanut butter center
These products showcase how peanuts can be a versatile ingredient in globally inspired dishes.
Functional and Sustainable Products
Functional and sustainable products are gaining attention as consumers become more conscious of the environmental impact of their food choices. Peanuts, with their low environmental footprint, are being highlighted as a sustainable protein source. Additionally, there is a rising trend of incorporating peanuts into functional foods that offer additional health benefits. Leading examples include:
- Good Spread® Peanut Butter which emphasizes sustainability and ethical sourcing while partnering with organizations to combat child malnutrition.
- Crazy Richard’s® Wholly Rollies®, frozen peanut butter protein balls marketed as a healthy, sustainable snack.
- Pasokin® Smart Peanut Powder with Lion’s Mane Mushroom
- Wise Bar® Peanut Banana Focus Bar featuring functional mushrooms are also contributing to this trend.
Moreover, new flavor varieties of peanut butter spreads are on the rise, with brands launching white chocolate peanut butter, honey-infused peanut butter and no-sugar-added options. A standout in this category is French Squirrel® Peanut Beurre Crunchy Date Peanut Butter, which is both organic and gluten-free.
Additional trends include indulgent snack items like Nerdy Nuts® Avalanch Peanut Butter Treat and Banana Cream Pie Peanut Butter Treat, a comeback of nostalgic snacks such as Andersen's® Crazy Candy® Peanut Brittle, and the use of peanuts in keto-friendly products like N!ck's® Peanut Chocolate Keto Swedish-Style Snack Bar. Even beverages are getting in on the action, with products like Left Hand Brewing Co.'s® Nitro Peanut Butter Milk Stout showcasing the versatility of peanuts in new and exciting ways.
These trends illustrate the diverse and dynamic role peanuts and peanut butter continue to play in the food industry, catering to a wide range of consumer tastes and preferences.