Perceptions of peanuts and related products by Thai consumers in the U.S.

A study was conducted to identify perceptions of Thai consumers toward peanuts and related products using a food/food-use appropriateness matrix and to identify new peanut products that exhibit good potential for being accepted by Thais. Most respondents were highly educated young Thai adults who had resided in the U.S. for 4 years or less. Factor analysis of the matrix consisting of sixteen peanut and related products and fourteen use situations identified two food (snack food and every day food) and three use groups (general use, special occasion and value/convenience). The snack food group was deemed appropriate for special occasions and children, while the every day food group was appropriate for general use and when concern existed about value and convenience. The every day food group was also perceived as being appropriate for snacking. Three peanut-based products representing good potential for acceptance were identified as ice cream type, milk type and non-peanut butter spread type.