New Study Highlights Consumer Trends and Strategic Growth Opportunity
ATLANTA (May 27, 2025) — A decade of strategic consumer marketing has paid off: peanuts are millennials’ favorite nut and their peanut passion is strong, according to the National Peanut Board’s (NPB) recent Brand Tracking Study. The study, conducted every three years by The Bantam Group, reveals compelling insights about generational food choices and confirms the success of the Board’s long-term focus on engaging younger consumers.
With 85% of U.S. adults having eaten or purchased peanuts in the past month, the findings underscore that peanuts continue to be the most consumed nut in America. Among millennials (now between the ages of 29 and 44), the love for peanuts runs deep. This generation not only eats more peanuts and peanut butter more often, but also shares their enthusiasm through recommendations, social media and menu selections.
“This data confirms what we’ve long believed: the Board’s investment in smart, targeted marketing is making an impact,” said NPB President & CEO Ryan Lepicier. “Peanuts are now the favorite nut of both millennials and Gen Z. Our marketing efforts are effective and are building lifelong loyalty.”
· 65% of millennials eat peanut butter at least once per week, up from 59% in 2021.
· 49% of Gen Z eat peanut butter at least once per week, up from 44% in 2021.
· 48% of millennials eat peanuts at least once per week, up from 46% in 2021.
Progress has also been made in positioning peanuts as a sustainable plant-based protein with younger generations.
· 64% of millennials and 57% of Gen Z believe peanuts are more sustainable compared to other protein sources such as tree nuts, meat, eggs and dairy, up from 57% and 52%, respectively.
The brand tracking study shows a promising horizon with Gen Z (now between the ages of 19-28). This generation over indexes on the variety of ways they consume peanuts and peanut butter compared to the general population. Gen Z is more likely to eat peanut products as part of a trail mix, candy or candy bar, and protein bar and in dessert, smoothies and sauces or dips. Gen Z also more frequently reports enjoying peanut butter with fruits or vegetables and as an ingredient in a main dish.
While positive associations such as taste, value and nutrition have reached record highs since the previous study in 2021, Gen Z lags behind millennials on these measures. For example, only 3 out of 10 Gen Zers know that peanuts are grown and manufactured in the US. That’s where NPB sees major potential.
“As a peanut grower, it’s incredibly exciting to see how far we’ve come in building peanut preference among young adults,” said Casey Cox Kerr, NPB chair. “Now it’s time to bring that same momentum to Gen Z to meet them where they are and share why peanuts are not only delicious but affordable, nutritious and sustainable.”
NPB’s newest consumer campaign, Health Nut Club, is designed to resonate with Gen Z on college campuses and digital platforms like The18 and Discord. This effort aims to build strong ties with Gen Z as they increase their purchasing power and step into decision-making roles as consumers.
As always, the entire peanut industry remains instrumental in amplifying this momentum through community engagement, school nutrition efforts, and international and regional promotions that reinforce and extend national marketing strategies.
By blending the science of data with the art of compelling messaging, NPB continues to lead the way in growing demand for U.S.-grown peanuts. These insights not only guide marketing decisions, but help the peanut industry stay ahead of changing consumer habits.
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About the National Peanut Board
The National Peanut Board represents USA peanut farmers and their families. Through research and marketing initiatives the Board is finding new ways to enhance production and increase consumer demand by promoting the great taste, nutrition and culinary versatility of USA-grown peanuts. For more information about the Board, visit www.nationalpeanutboard.org.