Demand analysis of peanuts and tree nuts in the United States: a micro-perspective

This paper examines household purchases of peanuts and tree nuts in the United States using the Nielsen Homescan Panel for calendar year 2015. Households located in different regions and from different races and ethnicities along with seasonality were important factors affecting the propensities to purchase and actual quantities purchased. The demand for pecans, almonds, and walnuts was sensitive to price changes. The reverse was true regarding the demands for cashews, macadamia nuts, pistachios, mixed nuts, and peanuts. All nuts were identified as necessities. Findings of this research provide insights for stakeholders in the nut industry, in terms of target marketing, product positioning, and pricing strategies. Moreover, we contribute to the literature by providing a micro-perspective investigation concerning the demand for nut products in the United States. In addition, we provide a more up-to-date analysis concerning factors affecting not only the likelihood of purchasing nuts but also the quantities purchased.