Submitted to: Annual Meeting of the Institute of Food Technologists
Publication Type: Abstract Only
Publication Acceptance Date: 3/31/2025
Publication Date: N/A
Citation: N/A

Interpretive Summary:

Technical Abstract: Summary: This study evaluated factors that influence consumer purchase decisions for peanuts. Three distinct groups of consumers were identified which illustrate consumer focus on health, sustainability, and organic products. Introduction: Peanuts are a popular stand-alone product that is a good source of protein and have the versatility to be made into spreads, oils, and powders. US peanut consumption is expected to grow by 2.14% over the next 8 years. This study investigated consumer perception of peanuts and peanut products. Methods: An online survey (n=313) was conducted with self-reported consumers of peanuts. Participants were presented with psychographic and semantic differential questions relating to peanuts. Participants who purchased and consumed organic products were asked about their organic food purchases. All participants completed a Maximum Difference (MaxDiff) exercise focused on the most and least appealing product labels for peanuts and peanut products. Individual participant interviews (n=30, approximately 30 min each) were conducted to confirm consumer segments identified by survey results. Univariate and multivariate statistics were used to evaluate data. Results: Respondents (70% female, 30% male) were an even distribution of ages from 18 to 64 years. Peanut butter was the primary peanut form purchased followed by snack/energy bars and mixed whole nuts. More than 90% of respondents purchased organic foods at least occasionally, and fruits and vegetables were the most frequent organic foods purchased. Seventy-four percent of consumers expressed interest in purchase of organic peanuts and more than half were willing to pay more for organic peanuts than conventional peanuts. Organic foods were perceived as healthier, all-natural, and of a higher quality than conventional foods. For all consumers, the most important label claims for peanuts/peanut products were all natural, pesticide free and no artificial colors or flavors. Three distinct clusters of peanut consumers were identified from MaxDiff utility scores. The first consumer cluster (n=49) was a health-focused cluster that found peanuts/peanut products with reduced fat and cholesterol-free claims to be most appealing. Cluster 2 consumers (n=177) found pesticide-free, no artificial flavors or colors, all-natural and organic claims most appealing. Cluster 3 consumers (n=87) found claims relating to local, sustainable, and ethical to be the most appealing. Individual interviews confirmed these distinct consumer clusters. Significance: This study provides insight for peanut growers to determine how accepting peanut consumers are to various marketing terms and growing practices so that they can center their production methods to meet the widest range of consumers.