Since its commercial success in the early 1900s, peanut butter has become a mainstay in American pantries. It is mainly due to its affordability, convenience and taste. Its per-capita consumption in the U.S. far surpasses that of other countries, though its popularity is rising in countries like Mexico, China and Canada. Three brands hold the majority market share: Jif, Skippy and Peter Pan, and total revenue for spreadable peanut butter surpassed $2 billion dollars in 2022. The J.M. Smucker Company, which owns Jif, the number one peanut butter seller, also has big plans for its frozen PB&J sandwiches, Uncrustables. Peanut butter holds a 90% household penetration rate in the U.S. and has built a permanent legacy in all its forms. The spread is likely not going away anytime soon and will only continue to grow as it reaches newer audiences domestically and abroad.

Chapters:
00:00 — Introduction
01:52 — Nuts for nut butter
04:14 — Battle of the brands
09:32 — Legacy

Produced, Shot and Edited by: Natalie Rice
Additional Camera: Charlotte Morabito
Animation: Christina Locopo, Alexander Wood, Jason Reginato
Senior Managing Producer: Tala Hadavi
Additional Footage: The National Archives holdings, The Library of Congress, The New York Public Library Digital Collections, The J.M Smucker Company, Getty Images
Additional Sourcing: Creamy and Crunchy: An Informal History of Peanut Butter, the All-American Food, Hormel Foods Co, The J.M Smucker Company, NIQ,, Hormel Foods Corp., The American Peanut Council

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Why Americans Are Obsessed With Peanut Butter