Q: If both whey and peanut butter deliver similar protein per serving, why is peanut butter outperforming in FMCG shelves?

Answer: Accessibility and application. Peanut butter requires no mixing, no shaker, no preparation — it is consumed:

• On bread or roti
• With fruits or oats
• In smoothies
• Directly from the jar

This makes it more practical for daily protein intake, especially in Asian and Middle Eastern households where supplement culture is still secondary to food-based nutrition.

Positioning Strategy for B2B Buyers:
Instead of selling it as “Peanut Butter,” position it as:

✅ Plant-Based Protein Spread
✅ Vegan Protein Alternative to Whey
✅ Dual-Certified (Halal + Vegan) Sports Nutrition Food

This positioning aligns with gym chains, modern trade stores, corporate food suppliers, airlines, institutional buyers, and meal-kit brands.

How Nutosha Supports This Demand

Buyers in India, UAE, and USA markets prefer protein SKUs that balance taste, certification, and logistics. As a white-label supplier, Nutosha offers:

• 12g+ Protein per 2 Tablespoons (Serving)
• Vegan Certified + Halal Certified + Non-GMO Compliant
• Multiple flavour variants for broader consumer appeal
• Custom packaging (private label) for retailers and distributors
• Unlike powders, peanut butter sits comfortably across all segments — gym nutrition, kids’ breakfast, bakery supply, gifting hampers, online marketplaces, and HoReCa.

Market Insight — Is Peanut Butter Replacing Protein Powders?

Not replacing — but bridging the gap.

According to Innova Market Insights, 52% of gym-goers now prefer food-based protein over isolated supplements. Instead of abandoning whey, many consumers alternate or stack their intake with peanut butter, nut bars, and protein-based snacks.

Meaning: Peanut butter belongs in both health aisles and general trade — giving it twice the visibility.

Final Verdict for B2B Buyers

High-protein peanut butter is no longer just a breakfast spread — it is a functional nutrition product with wide demographic reach.

✔ More natural than whey
✔ More affordable than almond butter
✔ More versatile than pea or soy-based alternatives

For distributors, retailers, white-label brands, and HoReCa suppliers seeking a certified, high-repeat-purchase SKU, peanut butter offers one of the strongest protein propositions in 2025.

Brands like Nutosha — with Halal, Vegan, and Non-GMO credentials — offer ready-to-scale protein solutions across India, GCC, and North America.