Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Salty snack market reaches $17.7 billion in 2009
- Most types of salty snacks are thriving amid economic recession
- Frito-Lay tops the market, but private label growth outpaces all leading companies
- New salty snack products are healthy, hot and spicy
- Children, teens and young adults aged 18-24 are core consumers of salty snacks
- Consumer attitudes and motivations
Insights and Opportunities
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- Consumers are looking for value…
- … and the facts about what they’re eating
- Demand for healthy snacks remains high
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- Figure 1: Opinions about health issues and salty snacks, by gender, June 2009
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- Figure 2: FDMx brand sales of select better-for-you salty snacks in the U.S., 2008 and 2009
Market Size and Forecast
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- Key points
- Salty snacks thrive as economy worsens
- Product innovation is also driving growth
- Sales and forecast
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- Figure 3: Total US sales and forecast of salty snacks, at current prices, 2004-14
- Figure 4: Total US sales and forecast of salty snacks, at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- Salty snacks are recession-proof…
- … but the troubled economy has hurt brand loyalty
- Competition from other snack foods
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- Figure 5: Total U.S. sales and forecast of select snack foods at current prices, 2003-08
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- Figure 6: Everyday retail prices of select snack products in Chicago market, July 2009
Segment Performance
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- Key points
- Most types of salty snacks are thriving amid economic recession
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- Figure 7: FDMx sales of salty snacks, by segment, 2007 and 2009
Segment Performance—Potato Chips
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- Key points
- Eating in and brown-bagging trends give chips sales a needed boost
- Sales and forecast—potato chips
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- Figure 8: FDMx sales and forecast of potato chips, at current prices, 2004-14
- Figure 9: FDMx sales and forecast of potato chips, at inflation-adjusted prices, 2004-14
Segment Performance—Tortilla Chips
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- Key points
- New varieties and value play by Frito-Lay increase drove sales in 2008-09
- Sales and forecast—tortilla chips
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- Figure 10: FDMx sales and forecast of tortilla chips, at current prices, 2004-14
- Figure 11: FDMx sales and forecast of tortilla chips, at inflation-adjusted prices, 2004-14
Segment Performance—Snack Nuts and Seeds
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- Key points
- Recession hurts sales of nuts
- Sales and forecast—snack nuts and seeds
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- Figure 12: FDMx sales and forecast of snack nuts and seeds, at current prices, 2004-14
- Figure 13: FDMx sales and forecast of snack nuts and seeds, at inflation-adjusted prices, 2004-14
Segment Performance—Popcorn
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- Key points
- Rise in family movie and game nights boost popcorn sales
- Sales and forecast—popcorn
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- Figure 14: FDMx sales and forecast of popcorn, at current prices, 2004-14
- Figure 15: FDMx sales and forecast of popcorn, at inflation-adjusted prices, 2004-14
Segment Performance—Pretzels
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- Key points
- Pretzels are an economical snack option
- Sales and forecast—pretzels
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- Figure 16: FDMx sales and forecast of pretzels, at current prices, 2004-14
- Figure 17: FDMx sales and forecast of pretzels, at inflation-adjusted prices, 2004-14
Segment Performance—Cheese Snacks
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- Key points
- Cheese snacks sales thrive amid U.S. recession
- Sales and forecast—cheese snacks
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- Figure 18: FDMx sales and forecast of cheese snacks, at current prices, 2004-14
- Figure 19: FDMx sales and forecast of cheese snacks, at inflation-adjusted prices, 2004-14
Segment Performance—Corn Snacks
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- Key points
- Lackluster sales pick up a bit in 2008
- Sales and forecast—corn snacks
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- Figure 20: FDMx sales and forecast of corn snacks, at current prices, 2004-14
- Figure 21: FDMx sales and forecast of corn snacks, at inflation-adjusted prices, 2004-14
Segment Performance—Other Salty Snacks
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- Key points
- Other salty snacks outpace all other market segments
- Sales and forecast—other salty snacks
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- Figure 22: FDMx sales and forecast of other salty snacks, at current prices, 2004-14
- Figure 23: FDMx sales and forecast of other salty snacks, at inflation-adjusted prices, 2004-14
Retail Channels
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- Key points
- Supermarkets losing share to value-focused channels
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- Figure 24: Total sales of salty snacks, by retail channel, 2007 and 2009
Retail Channels—Supermarkets
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- Key point
- Supermarkets are using a variety of strategies to compete against discount outlets
- Supermarket sales
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- Figure 25: Sales of salty snacks at supermarkets, at current prices, 2004-09
- Figure 26: Sales of salty snacks at supermarkets, at inflation-adjusted prices, 2004-09
Market Drivers
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- Brown-bagging trend boon for salty snacks
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- Figure 27: Change in eating and cooking habits as a result of the current economic climate, by gender, May 2009
- Healthy eating trend has legs
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- Figure 28: Attitude towards health, 2004 and 2009
- CDC says Americans are eating too much salt
- Food phobia: Salmonella outbreaks hurt consumer confidence
- Transparency: The optimal solution
- Baby Boomers key to category growth
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- Figure 29: U.S. population of adults aged 18 and over, by age group, 2003-13
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- Figure 30: Consumption of specific salty snacks, by age, June 2009
Leading Companies
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- Key points
- Market leader Frito-Lay boosts share by offering value
- Private label growth outpaces all leading players
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- Figure 31: FDMx sales of leading salty snack companies, 2008 and 2009
Brand Share—Potato Chips
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- Key points
- Amid troubled economy, store brands steal share from leading brands
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- Figure 32: FDMx brand sales of potato chips in the U.S., 2008 and 2009
Brand Share—Tortilla Chips
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- Key points
- Tostitos and Doritos comprise nearly three quarters of sales
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- Figure 33: FDMx brand sales of tortilla chips in the U.S., 2008 and 2009
Brand Share—Snack Nuts and Seeds (Including Corn Nuts)
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- Key points
- Planters leads the market, but loses share to Blue Diamond and private label
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- Figure 34: FDMx brand sales of snack nuts and seeds in the U.S., 2008 and 2009
Brand Share—Popcorn
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- Key points
- Orville Redenbacher’s and Pop Secret are on top but losing share
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- Figure 35: FDMx brand sales of popcorn in the U.S., 2008 and 2009
Brand Share—Pretzels
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- Key points
- Private label outperforms leading brands
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- Figure 36: FDMx brand sales of pretzels in the U.S., 2008 and 2009
Brand Share—Cheese Snacks
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- Key points
- Cheetos dominates the cheese snack market
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- Figure 37: FDMx brand sales of cheese snacks in the U.S., 2008 and 2009
Brand Share—Corn Snacks
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- Key points
- Fritos control the market, but private label is growth leader
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- Figure 38: FDMx brand sales of corn snacks in the U.S., 2008 and 2009
Brand Share—Other Salty Snacks
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- Key points
- Market lacks a clear brand leader
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- Figure 39: FDMx brand sales of other salty snacks in the U.S., 2008 and 2009
Brand Qualities
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- Doritos—not just another tortilla chip
- Staying relevant and irreverent
- New varieties keep snackers coming back for more
- “Late Night” promotion fuses music, technology and snacking
- Innovative marketing tactics target core Doritos consumers
Innovation and Innovators
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- Key points
- Pace of innovation slows in first half of 2009
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- Figure 40: Number of new salty snack introductions in the U.S, 2004-09
- Top 20 product claims, 2007-09
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- Figure 41: Top 20 claims in new salty snack products in the U.S., 2007-09
- All natural and organic
- Hold the salt
- Whole grains
- Baked, not fried
- Portion control packaging
- Hot and spicy flavors
- Economy size and eco-friendly packaging
Advertising and Promotion
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- Key points
- Frito-Lay’s SunChips
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- Figure 42: SunChips television ad, 2009
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- Figure 43: Sun Chips Print ad, 2009
- Figure 44: Smartfood television ad, 2009
- Lay’s
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- Figure 45: Lay’s television ad, 2009
- Pringles
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- Figure 46: Pringles Super Stack television ad, 2009
- Cheetos
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- Figure 47: Giant Cheetos television ad, 2009
- Orville Redenbacher’s
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- Figure 48: Orville Redenbacher’s popcorn television ad, 2009
Salty Snack Usage and Frequency
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- Key points
- Personal usage of salty snacks by age
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- Figure 49: Incidence of consumption of specific salty snacks, by age, June 2009
- Personal usage of salty snacks by race/Hispanic origin
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- Figure 50: Incidence of consumption of specific salty snacks, by race/Hispanic origin, June 2009
- Personal usage of salty snacks by presence of kids in household
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- Figure 51: Incidence of consumption of specific salty snacks, by number of children in household, June 2009
- Figure 52: Incidence of consumption of specific salty snacks, by presence of children in household, June 2009
- Usage frequency
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- Figure 53: Frequency of consumption of salty snacks, by age, June 2008
- Usage occasions
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- Figure 54: Incidence of consumption of salty snacks, by meal/day part, by age, June 2009
- Brand preferences
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- Figure 55: Top household brand preferences, selected salty snacks, October 2007-December 2008
- Salty snack usage trends
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- Figure 56: Household use of potato chips, popcorn products, corn/tortilla/cheese snacks, pretzels, and nuts, 2004-08
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- Figure 57: Mean number of bags/packages of potato chips, popcorn products, corn/tortilla/cheese snacks, pretzels, and nuts used by household in the last 30 days, 2004-08
Child and Teen Usage of Salty Snacks
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- Key points
- Children’s usage of salty snacks
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- Figure 58: Incidence of eating salty snacks among children aged 6-11, by gender and race/Hispanic origin, October 2007-December 2008
- Teen’s usage of salty snacks
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- Figure 59: Incidence of eating salty snacks among teens, by gender and race/Hispanic origin, October 2007-December 2008
- Usage frequency—kids and teens
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- Figure 60: Teenagers’ and children’s frequency of consumption of salty snacks, June 2008
- Usage occasions—kids and teens
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- Figure 61: Teenagers’ and children’s consumption of salty snacks, by meal/day part, June 2008
- Parents’ influence on kids’ snacking
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- Figure 62: Opinions about salty snacks and children’s diets, by gender (of parent) June 2009
Opinions and Attitudes About Salty Snacks
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- Key points
- Interest in healthier snacks by gender
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- Figure 63: Opinions about salty snacks, by gender, June 2009
- Interest in healthier snacks by age
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- Figure 64: Opinions about salty snacks, by age, June 2009
- Interest in healthier snacks by presence of children in household
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- Figure 65: Opinions about salty snacks, by presence of children in hh, June 2009
- Opinions about salty snacks and health by gender
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- Figure 66: Attitudes towards health and salty snacks, by gender, June 2009
- Opinions about salty snacks and health by age
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- Figure 67: Opinions about health issues and salty snacks, by age, June 2009
Custom Consumer Groups
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- Influence on children’s snacking—dads vs. moms
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- Figure 68: Opinions about salty snacks and children’s diets, Dads vs. Moms, June 2009
- Children’s usage of salty snacks—as reported by parents
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- Figure 69: Kids’ snack consumption, as reported by parents, June 2009
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- Figure 70: Frequency of consumption of salty snacks by children (times per week), Dads’ and Moms’ responses, June 2009
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- Figure 71: Consumption of salty snacks by teenagers and children, by time of day, as reported by Dads vs. Moms, June 2009
IRI/Builders Panel—Key Household Purchase Measures
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- Overview of salty snacks
- Potato chips
- Consumer insights on key purchase measures – potato chips
- Brand map
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- Figure 72: Brand map, selected brands of potato chips, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 73: Key purchase measures for the top brands of potato chips, by household penetration, 2008*
- Tortilla/tostada chips
- Consumer insights on key purchase measures – tortilla/tostada chips
- Brand map
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- Figure 74: Brand map, selected brands of tortilla/tostada chips, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 75: Key purchase measures for the top brands of tortilla/tostada chips, by household penetration, 2008*
- Cheese snacks
- Consumer insights on key purchase measures – cheese snacks
- Brand map
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- Figure 76: Brand map, selected brands of cheese snacks, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 77: Key purchase measures for the top brands of cheese snacks, by household penetration, 2008*
Cluster Analysis
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- Selects
- Who they are
- Opportunity
- Standards
- Who they are
- Opportunity
- Brinys
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 78: Salty snack clusters, June 2009
- Figure 79: Personal and household usage of salty snacks, by salty snack clusters, June 2009
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- Figure 80: Incidence of consumption of salty snacks, by meal/day part, by salty snack clusters, June 2009
- Figure 81: Frequency of consumption of salty snacks, by salty snack clusters, June 2009
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- Figure 82: Opinions about salty snacks, by salty snack clusters, June 2009
- Figure 83: Opinions about snacks and health, by salty snack clusters, June 2009
- Cluster demographics
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- Figure 84: Salty snack clusters, by gender, June 2009
- Figure 85: Salty snack clusters, by age, June 2009
- Figure 86: Salty snack clusters, by household income, June 2009
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- Figure 87: Salty snack clusters, by race, June 2009
- Figure 88: Salty snack clusters, by Hispanic origin, June 2009
- Cluster methodology
Appendix: IRI/Builders Panel Data Definitions
Appendix: Other Useful Consumer Tables
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- Household usage
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- Figure 89: Personal and household usage of salty snacks, June 2009
- Personal consumption of salty snacks by income
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- Figure 90: Consumption of specific salty snacks, by household income, June 2009
- Frequency of consuming salty snacks (per week)
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- Figure 91: Frequency of consumption of salty snacks, by race/Hispanic origin, June 2009
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- Figure 92: Frequency of consumption of salty snacks, by presence of children in household, June 2009
- Children’s salty snack brand preferences
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- Figure 93: Top brand preferences of children, selected salty snacks, October 2007-December 2008
- Teenagers’ salty snack brand preferences
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- Figure 94: Top brand preferences of teenagers, selected salty snacks, October 2007-December 2008
- Opinions about salty snacks
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- Figure 95: Opinions about health issues and salty snacks, by race/Hispanic origin, June 2009
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- Figure 96: Opinions about salty snacks, by household income, June 2009
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- Figure 97: Consumption of salty snacks, by meal/day part, by race/Hispanic origin, June 2009
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- Figure 98: Consumption of salty snacks, by meal/day part, by presence of children in household, June 2009
- Interest in healthier snacks by race/Hispanic origin
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- Figure 99: Opinions about salty snacks, by race/Hispanic origin, June 2009
- Opinions about salty snacks and health by presence of children in household
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- Figure 100: Opinions about health issues and salty snacks, by presence of children in hh, June 2008
Appendix: Trade Associations
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