Fueling Gen Z: The Health Nut Generation
The National Peanut Board’s Health Nut Club wrapped up its 2025 college tour after launching this spring at the University of Massachusetts Amherst and the University of Georgia. From campus to campus, the message was clear: peanuts are the perfect fit for today’s health-focused generation.
Gen Z, made up of young adults born between the late 1990s and early 2010s, is redefining what healthy eating means. Eighty-seven percent of Gen Z men and 85 percent of Gen Z women say healthy eating is important to them. They are busy, always on the move, and often replace traditional meals with quick, nutritious snacks. That is where peanuts shine.
Through the Health Nut Club, students discovered how peanuts deliver lasting energy, recovery support, and sustainable nutrition that fits their real lives. With social media buzz and campus engagement, the campaign built a community that celebrates peanuts as both fuel and flavor.
For peanut farmers, it is more than a campaign. It is an investment in the next generation of health-conscious snackers who are nuts about wellness.
