Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- A slow growing, $15.9 billion market
- Which products compete with salty snacks?
- Potato chips and tortilla chips lead the market
- Supermarkets are major channel for salty snacks sales
- Children are an important market for snacks
- Frito-Lay leads the market
- New product launches
- Salty snacks almost universally popular
- Focus on children
- Brand preferences
- Opinions about salty snacks
Insights and Opportunities
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- Should manufacturers stop “trying for healthy?”
- 100-calorie packs
- “Light,” baked, and reduced-fat snacks
- Don’t change the formula, change the snack
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- Figure 1: Sales of “healthier” salty snacks, 2006-08
- Expand consumers’ perceptions of snacktime
Fast Forward Trends
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- Trend: Trading Up, Trading Down, Trading Over
- What’s it about?
- Private label products substitute for “the real thing”
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- Figure 2: Frequency of purcahsing store branded salty snacks, January 2008
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- Figure 3: FDMx sales and private label sales of salty snacks, 2007 and 2008
- Trend: Hyper-Parenting
- What’s it about?
- Scheduling their time and their diets?
- No time to lose (weight)
Market Size and Forecast
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- Key points
- Are consumers shying away from “healthy salty snacks”?
- Mainstream natural and organic products are also not faring well
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- Figure 4: Total U.S. sales and forecast of salty snacks at current prices, 2002-12
- Figure 5: Total U.S. sales and forecast of salty snacks at inflation-adjusted prices, 2002-12
- Wal-Mart sales
- Convenience stores
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- Figure 6: Convenience store sales and forecast of salty snacks at inflation-adjusted prices, 2002-07
Competitive Context
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- Crackers, rice cakes, and other salty alternatives
- Other rivals: Healthy snacks, sweet snacks, no snacks?
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- Figure 7: Foods chosen to satisfy craving for sweets, April 2008
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- Figure 8: New product launches, salty snacks with chocolate, U.S., 2003-08
Segment Performance
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- Key points
- Potato chips and tortilla chips are strongest players
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- Figure 9: FDMx sales and forecast of salty snacks at current prices, 2002-12
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- Figure 10: FDMx sales of salty snacks, by segment, 2005 and 2007
Segment Performance—Potato Chips
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- Key points
- Potato chip sales stumble
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- Figure 11: FDMx sales and forecast of potato chips, at current prices, 2002-12
Segment Performance—Tortilla Chips
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- Key points
- Tortilla chips fare better than potato chips
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- Figure 12: FDMx sales and forecast of tortilla chips, at current prices, 2002-12
Segment Performance—Snack Nuts and Seeds (Including Corn Nuts)
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- Key points
- Health halo remains strong, but sales level off
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- Figure 13: FDMx sales and forecast of snack nuts and seeds (including corn nuts), at current prices, 2002-12
Segment Performance—Popcorn
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- Key points
- Popcorn sales decline in light of health issues
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- Figure 14: FDMx sales and forecast of popcorn, at current prices, 2002-12
Segment Performance—Pretzels
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- Key points
- Pretzels rebounded from low carb era, but sales slow again
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- Figure 15: FDMx sales and forecast of pretzels, at current prices, 2002-12
Segment Performance—Cheese Snacks
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- Key points
- “Better for you” products help sales
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- Figure 16: FDMx sales and forecast of cheese snacks, at current prices, 2002-12
Segment Performance—Corn Snacks
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- Key points
- Innovation helps, but market is still flat
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- Figure 17: FDMx sales and forecast of corn snacks, at current prices, 2002-12
Segment Performance—Other Salty Snacks
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- Key points
- A wide range of snack options
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- Figure 18: FDMx sales and forecast of other salty snacks, at current prices, 2002-12
Retail Channels
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- Key points
- Supermarkets are the major channel for salty snack purchases
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- Figure 19: Total sales of salty snacks, by retail channel, 2005 and 2007
Retail Channels—Supermarkets
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- Key points
- Supermarket sales show flat growth
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- Figure 20: FDMx sales of salty snacks at supermarkets, 2002-07
Market Drivers
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- Key points
- Snacking demographics
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- Figure 21: Household consumption of salty snacks, by key demographics, January 2007-November 2007
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- Figure 22: Population, by race and Hispanic origin, 2003-13
- Children and salty snacks
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- Figure 23: Households, by presence of children under age 18, 1996-2006
Leading Companies
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- Key points
- Frito-Lay products account for almost half of salty snack sales
- Private label sales remain strong
- A quarter of the market comprises smaller players
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- Figure 24: FDMx sales of leading salty snack companies, 2007 and 2008
Brand Share—Potato Chips
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- Key points
- Frito-Lay products control more than half the market
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- Figure 25: FDMx brand sales of potato chips, 2007 and 2008
Brand Share—Tortilla Chips
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- Key points
- Frito-Lay controls the segment
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- Figure 26: FDMx brand sales of tortilla chips, 2007 and 2008
Brand Share—Snack Nuts and Seeds (Including Corn Nuts)
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- Key points
- Kraft Foods’ brands decline, while specialty players gain
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- Figure 27: FDMx brand sales of snack nuts and seeds (including corn nuts), 2007 and 2008
Brand Share—Popcorn
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- Key points
- ConAgra is biggest player
- Healthy brands not at the forefront
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- Figure 28: FDMx brand sales of popcorn, 2007 and 2008
Brand Share—Pretzels
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- Key points
- Snyder’s of Hanover grows lead over Frito-Lay
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- Figure 29: FDMx brand sales of pretzels, 2007 and 2008
Brand Share—Cheese Snacks
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- Key point
- Frito-Lay is the market leader
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- Figure 30: FDMx brand sales of cheese snacks, 2007 and 2008
Brand Share—Corn Snacks
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- Key point
- Another Frito-Lay-dominated segment
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- Figure 31: FDMx brand sales of corn snacks, 2007 and 2008
Brand Share—Other Salty Snacks
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- Key points
- A great variety of products
- Healthy snacks do well
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- Figure 32: FDMx brand sales of other salty snacks, 2007 and 2008
Brand Qualities
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- Key points
- How Kettle Foods woke up the potato chip market
- A big two percent
- “People power” flavors
Innovation and Innovators
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- Key points
- Major trends in new product innovation
- Most innovative
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- Figure 33: New product launches, salty snacks, 2002-08 (August)
- Do you know your snack’s pedigree?
- Focus on “healthier”
- The ethics of snack food
- Products for holidays … and for kids
- Convenience
- Flavor trends
Advertising and Promotion
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- Overview
- Snacks for health
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- Figure 34: Television ad for Blue Diamond, “More than a Snack,” 2008
- Figure 35: Television ad for Chex Mix, 2008
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- Figure 36: Television ad for Emerald Nuts, 2008
- Figure 37: Television ad for Flat Earth Chips, 2008
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- Figure 38: Television ad for Fritos, 2008
- Figure 39: Television ad for SunChips, 2008
- Snacks for fun
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- Figure 40: Television ad for Cheetos, 2008
- Figure 41: Television ad for Doritos, 2008
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- Figure 42: Television ad for Lay’s, 2008
- Figure 43: Television ad for Planters Nuts, 2008
- Snacks for profit … and charity
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- Figure 44: Television ad for Doritos Spicy Sweet Chili Tortilla chips, 2008
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- Figure 45: Television ad for Lay’s chips, 2008
The Consumer: Household Usage of Salty Snacks
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- Key points
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- Figure 46: Personal and household usage of salty snacks, June 2008
Personal Usage of Salty Snacks
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- Key points
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- Figure 47: Consumption of specific salty snacks, by age, June 2008
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- Figure 48: Consumption of specific salty snacks, by race/Hispanic origin, June 2008
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- Figure 49: Consumption of specific salty snacks, by presence of children in household, June 2008
Consumption Habits: Day Parts
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- Key points
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- Figure 50: Consumption of salty snacks, by day part, by age, June 2008
- Figure 51: Consumption of salty snacks, by day part, by race/Hispanic origin, June 2008
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- Figure 52: Consumption of salty snacks, by day part, by presence of children in household, June 2008
Consumption Habits: Frequency
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- Key point
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- Figure 53: Consumption of salty snacks, by frequency, by age, June 2008
Children and Snacks
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- Key points
- When and how often kids and teens eat salty snacks
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- Figure 54: Frequency of consumption of salty snacks by children, June 2008
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- Figure 55: Teenagers’ and children’s consumption of salty snacks, by day part, June 2008
- Parents’ opinions about salty snacks
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- Figure 56: Opinions about salty snacks and children’s diets, June 2008
Brand Preferences
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- Key points
- Adults
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- Figure 57: Top Household Brand Preferences, Selected Salty Snacks, January 2007-November 2007
- Teenagers
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- Figure 58: Top brand preferences of teenagers, selected salty snacks, January 2006-October 2006
- Children
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- Figure 59: Top brand preferences of children, selected salty snacks, January 2006-October 2006
Opinions about Salty Snacks: Flavors/Varieties
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- Figure 60: Opinions about salty snacks, by age, June 2008
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Opinions about Salty Snacks: Health Issues
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- Key points
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- Figure 61: Opinions about health issues and salty snacks, by age, June 2008
Cluster Analysis
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- Key points
- Infrequent and invariant nibblers
- All-day, frequent snackers
- Solo chipsters
- Demographic and attitudinal tables
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- Figure 62: Salty snacker clusters, June 2008
- Figure 63: Personal and household usage of salty snacks, by cluster, June 2008
- Figure 64: Consumption of salty snacks, by day part and cluster, June 2008
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- Figure 65: Personal frequency of salty snack consumption, by cluster, June 2008
- Figure 66: Attitudes towards and behaviors about salty snacks, by cluster, June 2008
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- Figure 67: Salty snacker clusters, by gender, June 2008
- Figure 68: Salty snacker clusters, by age group, June 2008
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- Figure 69: Salty snacker clusters, by Hispanic origin, June 2008
- Cluster methodology
Custom Consumer Groups
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- Key points
- Dads vs. Moms
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- Figure 70: Kids’ snack consumption, as reported by parents, June 2008
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- Figure 71: Frequency of consumption of salty snacks by children, Dads’ and Moms’ responses, June 2008
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- Figure 72: Teenagers’ and children’s consumption of salty snacks, by day part, as reported by Dads vs. Moms, June 2008
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- Figure 73: Opinions about salty snacks and children’s diets, Dads vs. Moms, June 2008
IRI/Builders Panel Data
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- Consumer insights—salty snacks
- Potato chips
- Brand leaders by penetration
- Tortilla/tostada chips
- Brand leaders by penetration
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- Figure 74: Key purchase measures for the top potato chip and tortilla/tostada chip brands, by household penetration, *2007
- Snack nuts
- Brand leaders by penetration
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- Figure 75: Key purchase measures for snack nut brands, by household penetration*
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Other Useful Consumer Tables
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- Personal consumption of salty snacks by income
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- Figure 76: Consumption of specific salty snacks, by income, June 2008
- Frequency of consuming salty snacks (per week)
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- Figure 77: Consumption of salty snacks, by frequency, by race/Hispanic origin, June 2008
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- Figure 78: Consumption of salty snacks, by frequency, by presence of children in household, June 2008
- Opinions about salty snacks
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- Figure 79: Opinions about salty snacks, by race/Hispanic origin, June 2008
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- Figure 80: Opinions about salty snacks, by income, June 2008
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- Figure 81: Opinions about salty snacks, by presence of children in household, June 2008
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- Figure 82: Opinions about health issues and salty snacks, by gender, June 2008
Appendix: Trade Associations
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