ATLANTA—The American staple of peanut butter is present in about 90 percent of U.S. households, and the classic peanut butter and jelly sandwich weighs in as the No. 1 sandwich for providing lasting energy, according to the National Peanut Board’s (NPB) latest Consumer Attitudes Tracking Study.
The data also shows that American consumers are beginning to translate the health messages they hear each day into lifestyle changes. A record 30 percent of consumers indicate they consider their eating habits to be very healthy. This is the highest score that the tracking study has recorded since 2001, and strongly supports the Board’s focus on nutrition messaging.
“We are encouraged that the data clearly supports our branding strategy of ‘Peanuts: Energy for the Good Life’ and our focus on educating consumers on the nutritional benefits of USA-grown peanuts and peanut butter,” said Raffaela Marie Fenn, president and managing director of NPB.
While consumers indicate they are shifting to healthy diets, there was an increase in the percentage of respondents who claim to be avoiding all fats. This reinforces the need identified by the Board to fill the pipeline with positive nutrition messages highlighting the unique nutrient package of peanuts and peanut products, which includes “good” monounsaturated fats that have been linked to heart health. NPB has committed to working alongside healthcare professionals to make the message clear that fat is not the enemy.
Survey results show peanuts and peanut product marketing, PR and advertising have positively impacted share of mind in 2009 with 48 percent more of the respondents considering peanuts as an option for a meal or snack than in 2006. Further, 52 percent of respondents reported they recently learned something new about eating peanut butter that made them consider peanut butter more often.
“Peanuts and peanut butter are more than a tasty snack; they provide a prime combination of protein and power-releasing nutrients like niacin and folate to fuel thoughts and actions. So it is a wise decision to incorporate them in our daily diets,” said Bonnie Johnson, NPB registered dietician.
