Unlocking the Power of Peanuts: How Data-Driven Marketing Is Winning Over Millennials and Gen Z
BY RYAN LEPICIER President & CEO
Marketing is part art and part science. The art is selecting the right tools from the toolbox. The science comes from the data we use to make choices about which tools to use. Sometimes, you can use a hammer to get the job done, even though a mallet would give you better results.
When it comes to the science of marketing, one of the things I look forward to most is seeing the results of our brand tracking study, which is conducted every three years. You can read more about the results of this consumer research study in this issue of PQ (page 9).
What’s powerful about this research is that it allows us to track what consumers think about peanuts over time. In hindsight, that means we can see if our consumer marketing efforts are making a difference. Looking ahead, we can use these consumer insights to make adjustments that will affect future outcomes.
About 10 years ago, we made a strategic decision to target millennial consumers (now ages 29-44) for a variety of reasons. One, we recognized that many were college-age and making their own purchase decisions. Two, many were becoming parents and had influence over their children, as well as their parents. Three, millennials were a generation that grew up in the cloud of peanut allergy and needed to be reminded about the goodness of peanuts.
The big headline of our brand tracking study is that peanuts are the favorite nut of both millennials and Gen Z (ages 13-28). What’s more, peanuts and peanut butter products continue to have a strong positive perception and high demand, especially among millennials. Efforts to build a strong reputation and awareness of the benefits of eating peanuts have paid off with higher positive perceptions today than three years ago on various attributes — with millennials being the most likely to actively engage with peanuts and be influenced by peanuts when making food choices.
While Gen Z prefers peanuts over other nuts, their passion isn’t as strong. So, like we did with millennials, we now must share more about the goodness of peanuts with Gen Z. They, too, are making their own purchase decisions, becoming parents and generally like peanuts — but need to be reminded about the benefits of our favorite legume.
This year, we’re reaching Gen Z through our Health Nut Club consumer campaign, which is designed to appeal to this generation and reach them on college campuses and through online platforms like The18 and Discord (read more on page 11). And for those becoming parents, we’re spreading the word about the early introduction of peanuts through Little Peanut (read more on page 19).
As we continue to blend the art and science of marketing, the insights from our brand tracking study guide us in making informed decisions that resonate with today’s consumers. By staying connected with millennials and Gen Z, and leveraging the power of data, we’re not just promoting peanuts — we’re fostering a lasting connection to a beloved, nutritious food that continues to shape food choices for generations to come.
Meeting Gen Z’s Culinary Expectations
According to Technomic and the U.S. Census Bureau, Gen Z is the most diverse generation in the United States, and their dining expectations reflect that. Universities are responding by incorporating peanut-based global dishes such as Thai peanut curry, Chinese kung pao chicken and West African peanut stew.
At the University of Massachusetts Amherst, global cuisines and street foods featuring peanuts as a key ingredient can be found throughout campus. Similarly, at the University of Georgia, the executive chef prioritizes authentic international cuisine, using peanuts in innovative ways.
Plant-Based and Protein-Packed Solutions
With 36% of today’s students identifying as vegan, pescatarian or flexitarian1, universities are expanding plant-based menus. The University of North Texas has a dining hall that is 100% plant based.
Some barriers to serving plant-based foods include satiety, flavor and protein content. The University of Georgia, which has been serving plant-based options since the 1980s, understands that peanuts, with their high protein content, help ensure plant-based meals are both satisfying and nutritious.
“We feature peanuts and peanut butter at our smoothie and yogurt bars as a great protein option for students. These menu items are popular with both our vegetarian students and those looking for pre- and post-workout fuel sources,” said Dr. Katherine Ingerson, Ph.D., RDN, associate director of nutrition at the University of Georgia.
At a collaborative event at the University of Wisconsin with The J.M. Smucker Co., NPB saw firsthand that students chose protein-rich Uncrustables over more sugar-laden snacks.
Sustainability and Functional Nutrition
Sustainability is a major concern for students, with 69% wanting more environmentally friendly food options² ,³. Peanuts fit this demand perfectly, requiring significantly less water to grow than other nuts. Additionally, students are interested in foods that provide functional nutrition benefits for both physical and mental health.
NPB continues to educate universities on the sustainability and functional nutrition of peanuts to help drive student interest, offering ideas such as peanut energy bites, peanut butter smoothies and nutrient-dense peanut grain bowls.
UMass dinning hall menu featuring peanut dishes
Students enjoying peanut butter Uncrustables
Busting Nutrition Myths
By Markita Lewis
Omega-6 fatty acids are bad for your health.
The reality is that omega-6 fatty acids are essential fatty acids, which our body uses for normal growth and development, heart health, and brain function. Ideally, we should have a 4:1 or 1:1 ratio of omega-6 and omega-3 fatty acids in our diet to promote health¹. It’s only when we have an excessive intake of omega-6 fatty acids that the risk of inflammation and chronic disease increases. Prioritize getting omega-6 fatty acids from nutritious foods such as peanuts and peanut butter, monitor your intake of less nutritious processed foods, and increase your intake of omega-3-rich foods to keep the balance.
What we know about nutrition can easily change with new research, so it’s often hard to keep up with accurate information. Let’s go through some of the hottest nutrition myths and see what’s really going on.
Myth: Myth: Myth:
All ultra-processed foods are bad for your health.
People who have peanut allergies cannot use peanut oil, with concerns that it could give them an allergic reaction.
Refined peanut oil, often used in food service cooking and available at your local grocery store, has been processed to remove the proteins that cause allergic reactions, making it safe to eat². Allergic reactions to peanuts occur because of certain proteins in the nut. Gourmet peanut oil, also
Not exactly. The NOVA Food Classification System is a commonly used system that ranks foods in one of four categories, ranging from unprocessed or minimally processed foods (which have no added salt, sugar, oils, or fats) to ultra-processed foods (which have added ingredients that you can’t find in the average kitchen). Under this system, certain types of conventional peanut butter that contain hydrogenated oils, stabilizers, added salt and sugar would be considered ultra-processed. However, research shows that conventional peanut butter consumption supports both heart health and blood sugar management³,⁴ known as expressed or cold-pressed peanut oil, is processed in a way that still contains peanut protein, which may cause an allergic reaction and should not be eaten by someone with a peanut allergy.
When in doubt about separating nutrition facts from fiction, always look toward health professionals who can explain the science and help you move toward a healthy lifestyle.
Scan to read more about peanut nutritional importance
Peanut Popularity Endures: Insights from NPB’s Latest Brand Tracking Study
By Ashton Pellom
The National Peanut Board’s 2024 Brand Tracking Study highlights continued dominance in the nut category while revealing shifting consumer preferences across generations. This annual study provides a deep dive into consumer perceptions, purchasing habits and opportunities for marketing growth, offering valuable insights for the peanut industry’s future.
Peanuts Remain a Household Staple
Despite evolving food trends, peanuts and peanut butter continue to be a staple in American households. The study found that 85% of adults have eaten or purchased peanut products in the past month, reinforcing peanuts’ status as the most consumed nut. While overall demand remains strong, notable generational differences are emerging.
Millennials, in particular, stand out as the most engaged peanut consumers, enjoying peanuts and peanut butter in a wider variety of ways and consuming them more frequently. This group is also more likely to recommend peanut products, actively seek peanut-related content and purchase menu items featuring peanuts. Meanwhile, Gen Z, while maintaining a favorable view of peanuts, consumes them less frequently and is less aware of their nutritional benefits. However, a promising shift is occurring, with Gen Z increasingly recognizing peanuts as a sustainable protein source — a messaging opportunity for future marketing efforts.
Marketing Takeaways: Engaging the Next Generation
Millennials are the driving force behind peanut engagement, but the challenge lies in strengthening Gen Z’s connection to the category. While Gen Z embraces variety and bold flavors, their awareness of nutritional value lags behind older generations. Tailoring messaging to emphasize health benefits, affordability and convenience could increase their consumption.
Additionally, social media remains a powerful tool for influence, particularly among younger consumers. Creating engaging content around innovative peanut-based recipes, sustainability and on-the-go snacking could drive deeper interest and interaction within this demographic.
A Bright Future for Peanuts
The study confirms that peanuts and peanut butter continue to enjoy a strong reputation, with perception scores at an all-time high. Consumers consistently associate peanuts with great taste, versatility and value. The most popular consumption habits remain unchanged — eating peanuts from a jar, in trail mix or in candy, and enjoying peanut butter in sandwiches, on crackers or paired with jelly.
Looking ahead, the key to sustaining growth lies in reinforcing health and sustainability benefits while ensuring they remain relevant to younger consumers. With a strong foundation of consumer trust and loyalty, peanuts are well-positioned to remain a beloved pantry staple for generations to come.
Fueling Athletes: Why Peanuts Power Performance
Athletes require enduring and efficient nutrition, maximizing every calorie to achieve top performance. Energy is about optimizing calorie intake and nutrient-dense options like peanuts and peanut butter are excellent sources. Peanuts provide 170 calories and seven grams of protein per ounce, and peanut butter offers 190 calories and eight grams of protein per two tablespoons.
By Chris Fitzgerald
So how much protein does a moderately active adult need compared to an athlete in training? The Institute of Medicine’s Dietary Reference Intakes for protein recommends 0.8 grams of protein per kilogram of body weight for the average person. In contrast, the Academy of Nutrition and Dietetics suggests athletes may need up to 1.7 grams per kilogram to support recovery.
Here’s how key nutrients in peanuts fuel the athlete in you:
Protein
A cornerstone of today’s diet, including plant-based peanut options, protein is crucial for muscle growth, recovery and overall health. It also provides essential nutrients while helping reduce cholesterol and saturated fat.
“[Peanut butter] is a staple,” said Jordan Morris of Major League Soccer’s Seattle Sounders FC and the U.S. Men’s National Soccer Team. “You’re on the field training. You’re burning so many calories and so much energy. To replenish that, peanut butter is a great food for that and also fills you up. I know that when I eat it, I’m going to feel good afterward.”
Vitamins, Minerals and More
Peanuts contain a variety of nutrients that help athletes prepare and recover. These include:
Vitamin E An antioxidant that protects cells from oxidative stress¹.
Magnesium Which supports muscle function, including the heart².
Folic acid Which contributes to the development of healthy cells³.
Copper Which supports healthy blood vessels, the immune system and bones⁴.
Phosphorus
Which helps the body absorb vitamins to create energy⁵.
Niacin Which helps convert food into energy⁶.
“As a high-performance chef, I feel like peanuts and peanut butter are a great form of fuel for athletes,” said Chef Teren Green, chef for the 2019 U.S. Women’s National Soccer Team. “Peanuts act as a slow-burning fuel because they have a lot of good fats. They also have a lot of fiber, vitamin B, iron and are good for a high-calorie diet.”
Good Fats
Scientific evidence suggests that consuming 1.5 ounces per day of most nuts, including peanuts, as part of a diet low in saturated fat and cholesterol, may reduce the risk of heart disease.
“It’s interesting for me now as a coach, trying to help players understand the value of treating their bodies right,” said Landon Donovan, former U.S. Men’s National Team player. “[Peanut butter] is just a snack where, as a professional athlete, you’re burning so many carbs, you grab a banana with some peanut butter in the training room. It’s more critical probably than I ever realized.”
In today’s fast-paced society, fueling the athlete in you can be optimized with peanuts and peanut butter — making them a valuable addition to any lifestyle.
Sources:
Medline Plus. Vitamin E. Available at: http://www.nlm.nih.gov/medlineplus/vitamine.html. Medline Plus. Magnesium in diet. Available at: http://www.nlm.nih.gov/medlineplus/ency/ article/002423.htm
Medline Plus. Folic Acid. Available at: http://www.nlm.nih.gov/medlineplus/folicacid.html
Medline Plus. Copper in diet. Available at: http://www.nlm.nih.gov/medlineplus/ency/ article/002419.htm
Medline Plus. Phosphorus in diet. Available at: http://www.nlm.nih.gov/medlineplus/ency/ article/002424.htm
Medline Plus. Niacin. Available at: http://www.nlm.nih.gov/medlineplus/ency/article/002409.htm
Scan QR to explore Peanut Butter Teamwork
Meet the National Peanut Board’s Leadership: A United Front for the Future of Peanuts
By Ashton Pellom
The National Peanut Board (NPB) has assembled an outstanding team of 24 board members and alternates, each bringing expertise, passion and innovation to the peanut industry. From multi-generational farmers to first-generation pioneers, these individuals are dedicated to advancing peanut research, increasing consumption and ensuring a sustainable future for peanut farming in the U.S.
As the peanut industry continues to evolve, these leaders will play a vital role in shaping policies, supporting research on peanut allergies and promoting peanuts as a nutritious and essential food. Get to know the dedicated individuals driving the peanut industry forward.
Mark DeLeon
Oklahoma
Mason Becker
Texas (Alternate)
As the owner of 4MB Farms, Mason Becker grows all four types of peanuts, alongside cotton, wheat and milo. His work supports peanut research and sustainability efforts. A farmer for 30 years, Mark DeLeon produces runner and Spanish peanuts, cotton and cattle. His leadership in conservation and youth agricultural programs reflects his dedication to future generations of farmers.
Les Crall
Oklahoma (Alternate)
A peanut farmer, lawyer and professor, Les Crall brings a unique combination of agricultural and legal expertise to the Board. A past NPB Chairman, he continues to shape peanut policies and research initiatives.
Doug Jarell
South Carolina (Alternate)
Doug Jarrell of Estill, South Carolina, brings a deep-rooted passion for agriculture and family farming to the role. As the owner and operator of Doug Jarrell Farms, he is eager to contribute to the industry’s growth and collaboration.
Westley Drake Virginia
A 14th-generation farmer, Westley Drake works with his family at Sandy Ridge Farms, growing Virginia-type peanuts primarily for seed production. His advocacy extends beyond farming, as he is also a volunteer firefighter and EMT, demonstrating his commitment to both agriculture and community service.
Richard Williams
Virginia (Alternate)
Richard Williams of Drewryville, Virginia, proudly serves as the newly appointed Virginia alternate board member for NPB. As he takes on his new role with NPB, Williams is eager to represent Virginia peanut farmers and help promote the industry on a larger scale.
Cli Neece
At-Large, New Mexico
Specializing in Valencia seed peanuts, Cliff Neece has been farming for over 30 years. He is also an assistant fire chief and a dedicated community leader, ensuring that New Mexico’s peanut growers are well-represented at the national level.
Don Sanders
At-Large, New Mexico (Alternate)
A lifelong peanut advocate, Don Sanders is committed to sustainable farming and advancing peanut allergy research.
Looking Ahead: A Bright Future for the Peanut Industry
NPB’s leadership represents a diverse group of farmers, researchers and advocates, each dedicated to ensuring that peanuts remain a vital, nutritious and profitable crop. Through research, innovation and advocacy, they are paving the way for a stronger and more sustainable peanut industry.
The future of peanuts is in great hands, thanks to these 24 leaders who bring experience, vision and passion to the table.
Peanut Industry Welcomes New Leaders in
Marketing and Advocacy
By Ashton Pellom
At the National Peanut Board, Dena Malsom has joined as vice president of marketing and communications and chief marketing officer. With a strong background in strategic brand development, Malsom will lead the board’s efforts to elevate peanut consumption and consumer engagement.
The peanut industry is experiencing a wave of fresh leadership as key organizations welcome new hires dedicated to driving growth, innovation and advocacy. From marketing and communications to international programs and grower support, these new team members bring a wealth of expertise to their respective roles.
Joining her is Chris Fitzgerald, the board’s new director of brand and consumer marketing. Fitzgerald’s expertise in brand strategy and consumer trends will play a vital role in shaping campaigns that highlight peanuts’ nutritional benefits, versatility and sustainability.
Additionally, Ashton Pellom has been named marketing and communications associate, bringing experience in digital storytelling and public relations to support the board’s outreach and engagement efforts.
At the American Peanut Council, Rana Tarraf has taken on the role of director of international programs, spearheading efforts to expand U.S. peanut exports and global partnerships.
Meanwhile, Kate Maher has joined as membership manager, focusing on strengthening industry collaboration and engagement.
Beyond the peanut industry, another key partner organization has also made a strategic hire. The National Black Growers Council has appointed Dr. Dawn A. Mellion as executive director, where she will advocate for Black row crop farmers and work to advance agricultural equity and sustainability.
With these new leaders in place, the peanut industry is poised for continued growth, enhanced consumer connection and stronger advocacy, ensuring a bright future for America’s favorite nut.
2025
National Peanut Board and Golin Unite for NationalSummit:Marketing
‘Driving Impact Together’
By Ashton Pellom
The National Peanut Board (NPB) and its agency partner, Golin, brought together industry leaders, marketing professionals and strategic partners for the highly anticipated 2025 National Marketing Summit, held at the Epicurean Atlanta on January 23rd. Themed “Driving Impact Together,” the summit focused on shaping the future of peanut marketing through consumer insights, innovative partnerships and strategic initiatives aimed at boosting peanut consumption and awareness.
The event kicked off with a warm welcome, followed by a presentation on NPB’s mission, vision and strategic priorities for the upcoming year. A highlight of the morning was a guest marketing presentation from Kim Kitchings of Cotton Incorporated, who shared valuable insights on how consumer behavior influences brand engagement.
The discussion then shifted to 2025 consumer insights and trends, where key target audiences (Gen Z and new parents) were explored. A dynamic group discussion allowed participants to exchange ideas on how to effectively reach these demographics and leverage their purchasing behaviors.
Following a midmorning break, the summit dived into a preview of NPB’s 2025 program of work, which outlined strategic focus areas:
Wellness Initiatives
Wellness initiatives, such as the Health Nut Club, Shopper, The18, and college and university programs.
Early Introduction
Early introduction efforts led by the Little Peanut campaign, aimed at increasing awareness of peanut consumption at an early age.
Food Service Strategies
Food service strategies under the Something’s Missing initiative, promoting peanut safety and education in commercial kitchens.
Roundtable Ideation Sessions
In an interactive approach, attendees participated in roundtable ideation sessions, where they brainstormed innovative ways to enhance these programs. Ideas were then refined and presented in afternoon breakout sessions, ensuring a collaborative approach to execution.
The second half of the day focused on forward-thinking strategies for 2026, including the upcoming consumer campaign and identifying new partnership opportunities to elevate peanut promotion efforts. Attendees then broke into key discipline groups to engage in messaging exercises, branding discussions and innovation brainstorming sessions.
The summit concluded with a recap of key takeaways, reinforcing the importance of collaboration and innovation in peanut marketing.
NPB President and CEO Ryan Lepicier reflected on the summit’s success, stating:
“The National Peanut Board is committed to evolving our marketing efforts to meet consumers where they are. This summit reinforced the power of partnerships and strategic insights to drive impact together. By focusing on wellness, early introduction and food service, we are shaping a future where peanuts remain a staple in every household.”
-Ryan Lepicier
Attendees also emphasized the importance of unity within the peanut industry and the critical role of food service in reaching younger audiences. One participant noted, “It was inspiring to see the industry coming together around a common message. A unified approach will make our efforts stronger and more effective.” Another highlighted the need to engage younger consumers, stating, “Gen Z prioritizes food more than any other spending category, and with food service being a $1 trillion industry, we have a massive opportunity to make peanuts a go-to choice.”
As NPB and its partners look ahead, the insights and strategies from the 2025 National Marketing Summit will serve as a foundation for continued success in promoting the power of peanuts.
2025 National Marketing Summit Attendees
NPB’s Marketing and Communications Manager Markita Lewis presenting at the National Marketing Summit
NPB’s VP & CMO Dena Malsom explaining Little Peanut to NMS attendees
Florida Peanut Producers Association
FPPA took to the airwaves to promote peanuts through iHeartMedia Florida ads reaching 3 million people. The 30-second segments promoted peanut health benefits, sustainability and allergy prevention.
Oklahoma Peanut Commission
OPC promoted peanuts at the annual Oklahoma Farm-to-Table Festival, reaching up to 200 visitors, including families and state leaders. They distributed peanut samples, promotional items and educational materials.
Georgia Peanut Commission
GPC hosted a harvest tour for social media influencers to learn about peanut farming and processing, research and humanitarian efforts. The influencers garnered 18,000 interactions with their online followers.
Mississippi Peanut Growers Association
MPGA engaged with school nutrition professionals and nurses in the state through conference exhibits. They reached 150 school nutrition directors with peanut allergy management information and 600 registered nurses with early introduction messages to help prevent peanut allergies.
APC International Contractors and Industry Representatives Gather in
ome
By Peter Vlazakis
