Peanut butter has potential to expand in Brazil

“Peanut butter can move from a super-sweet spread to become a natural, plant-based protein source that can appeal to health-oriented Brazilians.”
 

Peanut butter can evolve in Brazil

Peanut butter in Brazil has traditionally been a sweet food, loaded with sugar and used as the base of the favorite paçoca candy. However, a concern for sugar among health-conscious Brazilians has opened doors for healthier peanut butters, including protein-fortified peanut butters that are targeted to athletes and emphasize the muscle-building attributes of protein.

At the same time, a small number of brands have begun to release "free-from" peanut butters, eliminating added sugars, gluten, lactose, and trans fats and concentrating on the fact that they contain just one ingredient: peanuts. There is potential for this type of natural peanut butter to expand, especially if brands call out the presence of the plant-based protein that is inherent in peanut butter to attract health-conscious Brazilians who are looking for better-for-you but still tasty snack options.
 

Peanut butters have traditionally been sweet, but Brazilians strive for sugar reduction

In Brazil, peanut butter has traditionally been a sweet-based spread, eaten like (or actually in) candy. Since these traditional sweet snack peanut butters have not been formulated to satisfy hunger, they may not be cutting it when it comes to long-lasting fullness.

In addition, while Brazilians enjoy their sweets, many are aiming for sugar reduction: 52% say they are trying to limit the amount of sugar they eat. Natural, simply made peanut butters could be positioned as a health-oriented compromise that bridges the gap between the sweet, candy-like product consumers have grown up with and a "health food."

These "in-between" peanut butters may also find wider consumer acceptance than the currently existing "healthy" peanut butters, which often contain added protein and are targeted to athletes.

Many peanut butters that target wellness-seekers are marketed to athletes and contain added protein

Sport power cream


Dr. Peanut Power Cream This peanut butter is intended for enhancing sports performance and contains added whey protein. It also contains artificial sweeteners, which 41% of Brazilians say they are avoiding.

Energy for training


Force Up Granulated Peanut Butter This product is said to provide more energy for training and shows an image of weights on the pack.

Fitness food


VitaPower Whole Peanut Butter This peanut butter has only one ingredient – peanuts – but is marketed as a fitness food, which could keep everyday consumers from perceiving the product as being right for them.

Peanut butter can play up positive attributes to attract healthy snackers

Some new peanut butters feature "low/no" claims, eschewing added sugar and often comprising just one ingredient: peanuts. These spreads mark a small yet significant shift from super-sweet peanut butters to more natural varieties.

Brands can continue down this road to create peanut butters that appeal to health-conscious Brazilians, such as the 45% of Brazilians who are interested in snacks made with natural ingredients.

In addition to these "low/no" claims, peanut butters can play up their plant-based protein content, communicating the satiating properties of peanut butter and positioning it as a natural energy booster. 52% of Brazilians are trying to eat high-protein/fiber foods and/or drinks, and peanut butters can call out their inherent healthful qualities to convince consumers to take a chance on a new type of this product.

Brazilians are trying to make healthy choices


Draw on convenience to help consumers reach for peanut butter

Snackable packaging can give hungry consumers easy access to peanut butters, which can encourage them to reach for peanut butter more often when they need an energy boost.

Brazilians are big snackers, and they're snacking more than ever. 34% of Brazilian snackers do so while they are working or studying, but 23% of students think there are not enough conveniently packaged snacks, making peanut butter snack packs an ideal new option for these consumers. Snackable peanut butters may be particularly useful for students and children, who can include peanut butter cups, tubes, or snack packs in their school bags when they are in need of a snack break.

Convenient packaging makes nut butters an on-the-go snack

Cups


Jif To Go This US multipack consists of three 1.5-ounce peanut butter cups that are explicitly designed to be taken on the go.

Tubes


M de Maní Cacahuatina Snack on The Go "Snack on-the-go" is right in the name of this Mexican peanut butter product, which comprises 12 individual sachets of peanut butter.

Snack pack


Byron Bay Peanut Butter Company Almond Butter & Pretzel Snack Pack This Australian snack pack pairs almond butter and pretzels for a sweet and salty on-the-go snack.

Help consumers make the transition

Since consumers are used to eating sweet peanut butters, there may bit of a challenge in helping them acclimate to these new products. Pairing peanut butters with popular Brazilian snacks may help consumers more easily make this transition.

One interesting option is dried banana. Dried banana chips have emerged in Brazil as a sweet-tasting yet healthful substitute for other sorts of sweet snacks, and Eat Clean draws on this ingredient in its banana and peanut butter snack packs.

Brands might look to other familiar Brazilian foods, such as snack breads, as a natural pairing for peanut butter. This can appeal to the 41% of consumers who say they eat bread or sandwiches while working or studying, or be a companion to the snack breads that are common kids' fare.

The opportunity

In Brazil, peanut butter can shift from being a sweet spread to become healthier, more natural, and a source of protein and energy. Peanut butter, especially in convenient on-the-go packaging, may be especially attractive to students or workers who need to stave off mid-day hunger.