The term ‘healthy snacking’ has garnered more attention lately on the back of hectic lifestyles, coupled with surging health consciousness. Nandini Roy Choudhury from Future Market Insights explores trends shaping the peanut butter market.

Peanut butter’s adaptable flavor profile has made it a staple spread in the hospitality sector, widely used in menus. Consequently, its versatility allows chefs to harness its benefits, creating innovative culinary experiences that cater to diverse guest preferences.

Trends in the peanut butter space

Premiumization 

Premium, artisanal quality peanut butter is now used by luxury resorts and hotels to enhance the fine dining experience. For instance, luxury hotels like Atlantis The Palm in Dubai are capitalizing on this trend, offering peanut butter desserts made with organic, high-quality peanut butter.

Amalgamation of peanut butter and fusion cuisine

Many top restaurants and hotels are incorporating peanut butter into their fusion cuisines, blending its rich flavor with international traditions. For instance, Mondoux, a Dubai-based fine dining restaurant, offers a distinct menu that features a peanut butter frappe. Additionally, this dish showcases their creative approach to incorporating peanut butter into beverages, highlighting their innovative style.

Expansion of offerings

The rising customer mindfulness of healthy eating has compelled eateries to use innovative variants of peanut butter in offerings. In this regard, fitness cafes in Riyadh and Dubai are incorporating peanut butter smoothies and vegan desserts on their menus.

Key developments in peanut butter industry

In January 2025, M&M’s Ice Cream, part of Mars, launched its Peanut Butter Ice Cream Cookie Sandwich, appealing to diverse customer tastes. This innovative treat offers a unique dessert option for hospitality menus.

Similarly, in early 2024, Fix & Fogg, a New Zealand-based peanut butter company, partnered with NASA to send its peanut butter into space. This creative collaboration highlights the potential for food brands to push boundaries and capture the attention of the hospitality industry. Thus, emphasizing unique culinary offerings for customers.

Additionally, in January 2021, Post Holdings, Inc. acquired Conagra’s Peter Pan® peanut butter brand, strengthening its product portfolio. This strategic acquisition allows hotels and resorts to offer high-quality peanut butter options. Thus, appealing to customers seeking premium and nostalgic dining experiences.

In a nutshell, brands are investing significant amounts into R&D, focusing their efforts on launching innovative products to outshine competitors. Additionally, the expansion of retail channels, surging health consciousness, and rising per capita income will drive growth. Furthermore, the growing popularity of gourmet and savory dishes is set to bolster demand for peanut butter in diverse cuisines. As a result, it will be interesting to witness how this ingredient evolves into a go-to spread in the future.