Behind the rise of protein-rich peanut butter snacks

Consumer preference for peanut butter remains strong across North America, as the long-standing pantry staple holds its relevance in a rapidly evolving health- and wellness-focused market.

The global market is projected to grow from $5.8 billion in 2026 to $8.5 billion over the next decade, with a compound annual growth rate of 3.9%, according to Future Market Insights.

Nandini Roy Choudhury, Future Market Insights principal consultant, said a wider acceptance of protein-rich spreads is driving global demand.

Clean-label and portioned formats create new opportunities in convenient consumption, because “shoppers continue to favor portability and controlled serving size,” she said.

“Peanut butter is evolving from a traditional pantry staple into a broader protein-led snacking and convenience category. Buyers are increasingly prioritizing taste familiarity, texture consistency, clean-label positioning, portion convenience and premium flavor experiences as brands compete for stronger retail shelf presence and repeat household consumption,” she explained.

The better-for-you and portion control trends were also noted by Imarc Group, which valued the US peanut butter market at $1.7 billion in 2025. Imarc projects the US market to grow at a CAGR of 3.33% to reach $2.4 billion by 2034.

“Brands are focusing on packaging innovations that not only extend shelf life but also enhance the consumer experience,” according to Imarc. “The increasing popularity of these formats is broadening consumer access to peanut butter beyond the conventional kitchen or breakfast table.”

There’s no shortage of new products on the market featuring peanut butter. Here are a few that stand out.

Candy brand Unreal

Better-for-you confectionery company Unreal is no stranger to peanut butter-flavored products, but on June 2, the company launched its first peanut butter candy that does not include chocolate.

The brand, which markets itself as “on a mission to unjunk the world,” launched its new Peanut Butter Drops exclusively at Whole Foods Market.

“At a time when peanut butter is surging in popularity – the ingredient is up 23% YoY in search and is inspiring new adaptations in lattes, desserts and savory snacks – this breakthrough product meets a very real market need, with research revealing that 30% of better-for-you chocolate shoppers are still purchasing conventional versions of peanut butter sweet snacks,” the company said in a press release.

Unreal said shoppers are eager for better-for-you peanut butter options, and the company said the product was “an innovation opportunity too powerful to pass up.”

The company noted that the Peanut Butter Drops contain 33% less sugar than leading brands and are colored with natural dyes. They are Non-GMO Verified, Certified Gluten-Free and Fair Trade Certified.

Stuffed date brand Realsy

Realsy kicked off 2026 by adding PB&J-flavored variety to its lineup of stuffed medjool dates.

“We mixed organic strawberry powder with our two-ingredient peanut butter to create this tastes-like-a-PBJ bite and it might be the best one yet,” owners Sophia Karbowski and Austin Patry said in a social media post announcing the launch in mid-January.

The two founders launched a food truck business operating under the name Rollin’ n Bowlin’ while studying business at Texas Christian University in the 2010s. The business later expanded to become on-campus cafes. Patry and Karbowski pivoted again in the last few years to focus on the Realsy line of peanut butter-packed dates.

Realsy’s snack pack includes three dates, and the new PB&J dates include peanuts, organic strawberry powder and sea salt.

“That’s all that’s in here. There’s no added sugars or anything,” Karbowski said in an unpackaging video she posted in March.

Brain food snack brand Mosh

Mosh, a brain health and nutrition brand founded by Maria Shriver and her son, Patrick Schwarzenegger, recently expanded its line of nutrition bars with the release of Mosh High Protein Bars at 2,000 Target locations nationwide.

The four-pack offers 20 grams of protein each, creatine and Mosh’s signature brain blend, which includes six core ingredients: Cognizin citicoline, a nootropic; lion’s mane; omega-3 fatty acids; and vitamins B12 and D3.

The line was launched in 2021 on World Alzheimer’s Day in honor of Maria’s father, who died from the disease.

They come in three flavors: Peanut Butter Cup, Chocolate Sea Salt and Oatmeal Chocolate Chip.

Children’s snack brand Goodies

Peanut butter-flavored snacks are a natural hit with kids, and Goodies is bringing the flavor with its new line of snacks for kids ages four years and over.

Along with its crunchy snacks and Banana Bread Mini Oat Bites, Goodies launched its PB&J Poppers.

The bars “bring together the rich decadence of peanut butter with the sweet flavor of strawberry or grape in a fun, fully enclosed, mess-free bar,” according to the company.

The better-for-you snacks include 6 grams of whole grains, 2 grams of protein and 2 grams of fiber. The company noted that the bars contain no high-fructose corn syrup.