Submitted to: Applied Food Research
Publication Type: Peer Reviewed Journal
Publication Acceptance Date: 10/15/2025
Publication Date: 10/17/2025
Citation: Dean, L.L., Best, A.R., Kaufman, A.A., Drake, M., Jordan, D.L. 2025. Consumer perception of organic peanuts and peanut products: Identify acceptance and purchase interest. Applied Food Research. 5. https://doi.org/10.1016/j.afres.2025.101430.
DOI: https://doi.org/10.1016/j.afres.2025.101430

Interpretive Summary: The North Carolina State Peanut Growers Associations has had requests from consumers for organically grown peanuts. USDA scientists worked with the North Carolina State University Sensory Service Center to determine the consumer interest in purchasing organically grown peanuts and products made with them. An online survey was conducted of the consumers registered in the Sensory Service Center Database. The respondents (313 total) reported their opinions on organic foods, peanut product purchases and the prices that they are willing to pay. Most questions used a sliding scale of "Definitely would NOT" (-10) to Definitely would (+10). It was found that almost all the survey participants reported they purchase organic foods (83.7%) and they purchased peanuts or peanut products (71.9%) each week. They considered organic foods to be safer and more nutritious than conventionally grown products. The respondents did not associate peanuts themselves with any brand name. The price increase for organic peanuts and peanut products that the average participant was willing to pay was less than 1.5X the price of an equivalent product made from conventionally grown ones. As organic crops are more expensive to produce than conventional crops due to higher labor costs and lower yields, these results indicate that peanut growers might not profit from the producing organic peanuts at this time.

Technical Abstract: An online survey was conducted by the North Carolina State University Sensory Service Center to determine the purchase intent of consumers of peanuts and peanut-containing products that have been grown under organic conditions. From the completed surveys (313), it was determined that the highest number of consumers purchased peanuts either as peanut butter or as snack or energy bars. They considered organic foods to be more nutritious and safer than conventionally grown foods. The importance of organic peanuts and peanut products being available for purchase did not rate above no preference on a sliding scale. When asked about paying a premium price for organically produced peanut products, an increased price over that of conventionally produced products was small. The survey respondents also did not associate peanuts with any name brand products. The data indicates that the increased cost to growers in the North Carolina region to produce organically produced peanuts may not be covered by the purchase prices at this time.