Creamy vs Crunchy Peanut Butter

Every year Americans spend almost $800 million on peanut butter (National Peanut Board). How does one decide which peanut butter to choose from? With 90% of households consuming this product in the United States it is evident there is some preference for the texture of which peanut butter is preferred. NPB stated that approximately 60 percent of Americans prefer smooth peanut butter; women favor the smooth texture and men favor chunky.

According to Artificial Intelligence, the real favorite is CRUNCHY peanut butter! Gastrograph AI identified the different archetypes of peanut butter consumers based on their similar preferences for the flavors and textures. In this data, we have users from ages 10 - 60.

Figure 1: Preference Archetypes
Figure 2: Flavor Profile of 365 Peanut Butter Crunchy

The Flavor Profile of 365 Peanut Butter Crunchy ranked as the highest peanut butter product from the list with a perceived quality (PQ) value of 4.32 out of 7. Strong ‘nuts and seeds’ were prevalent as well as pleasant ‘mouth feel’, ‘wet’, and ‘rich’ flavors. Although consumers did not enjoy the ‘retronasal’ notes and according to the data, if this peanut butter had been blended with other nuts such as cashews and hazelnuts it would have increased the driving preference. Users in the Gastrograph Review App recognized the textures of this product as chewy, crunchy, oily, pasty, and spreadable.

Figure 3: Flavor Profile of 365 Peanut Butter Creamy

Flavor Profile of 365 Peanut Butter Creamy held a PQ value of 3.94 out of 7. It also held a strong ‘nuts and seeds’ flavor. In this textured peanut, butter consumers enjoyed the ‘retronasal’ flavor this creamy butter offered. This ‘rich’ and ‘dry’ flavors were not enjoyed by consumers. Users in the Gastrograph Review App recognized the textures of this product as gritty, chalky, liquid, and thick. A blended nut butter would have increased the preference for this product.

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