![]() Last summer Hormel introduced Skippy protein-enriched creamy and chunky peanut butters, adding 3 grams of plant-based protein per serving. Analyzing data from Mintel’s Global New Product Database on new product introductions over the last year and a few things stand out: (1) big brands delivered innovation on packaging and formulations (2) snacks were the leading category for new products (3) store brands came to the table with interesting and innovative offerings and (4) there is continued growth in products with an organic claim.Īmid the pandemic two of the largest manufacturers of branded peanut butter announced product extensions and new products focusing on packaging innovation and new formulations. In my opinion, what’s also changed is the sheer number of products that use peanuts or peanut butter as an ingredient. And the peanut butter aisle looks very different today, with more brands, varieties and package types to choose from. Today, you can find it in almost any grocery store. ![]() In 2008 when I joined the National Peanut Board team, peanut powder (also known as peanut flour or powdered peanut butter) wasn’t widely available. Aside from the affects from the pandemic, I believe product innovation is a leading factor driving this growth. In 2020, consumption of peanuts (excluding peanut oil) reached an all-time high of 7.6 lbs. This rise in consumption resulted in a record-breaking year. They attributed this growth to three primary drivers: (1) consumers are eating PB&Js as snacks (2) Millennials and Gen X-ers are embracing PB&Js and (3) PB&J is comfort food consumers eat to unwind.Īcross all categories, year-over-year usage of peanuts increased for the marketing year ending J. 1, 2020, peanut butter category consumption was up 7.1%. Smucker Company, makers of JIF, called peanut butter and jelly the ultimate comfort food and reported in the 52 weeks ending Nov. And March peanut snack nut sales were up 24%.Įven as stay at home orders were eased, increased peanut and peanut butter consumption continued throughout 2020. March peanut butter sales were up 75% over 2019. Independent data analyzed by the National Peanut Board showed a sizeable uptick in both peanut snack nut and peanut butter sales. ![]() began stockpiling groceries last March as stay-at-home orders went into effect, many consumers turned to familiar comfort foods like peanuts and peanut butter to stock their pantries. Peanut butter delivers on all of these.”Īs people across the U.S. Last April, Lee Zalben, the CEO of Peanut Butter & Co., a national specialty brand, told me “The trends we’re seeing are that consumers are turning to foods that are easy to prepare and serve have long shelf lives are affordable and provide a feeling of comfort, familiarity and safety. As the pandemic disrupted people’s lives and they struggled to balance working from home and taking care of their families – all under a cloud of fear and uncertainty – they turned to peanut butter as a go-to staple. These are some of the reasons I think peanut butter has resonated with consumers over the last year. I love crunchy peanut butter on a spoon straight from the jar. I could eat homemade peanut butter cookies every day and never get tired of them. The sweet, salty, earthiness is the perfect trio. ![]() That’s what my mom made me as kid and thinking about it feels like sunshine. My favorite combination has no J – it’s peanut butter and honey with banana slices on whole wheat bread. (1) The PB&J is something you can count on. Of course, I hear a lot about peanuts and peanut butter, and this past year I’ve heard so much about just how much people love peanut butter.įor me (I might be a bit biased) the peanut butter love is three things. He was so surprised at the response that he wrote about it a few weeks later saying “Your answers reminded me that a good old PB&J can be a really great thing, not only when you’re in a hurry, but when you’re in the mood for comfort food that’s ready to go in under a minute flat.” A lot of people are feeling good about peanut butter these days. He shared his ideal PB&J (cheap whole wheat bread, cheap grape jelly and Skippy Natural peanut butter), and asked readers to share theirs. In a recent article in The Takeout, a website all about food, Dennis Lee wrote that he’d recently gone on a “small peanut butter and jelly kick,” which he explained usually only happens a few times a year.
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