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
- Terms
Executive Summary
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- Sales of potato chips, tortilla chips, pretzels, corn snacks flat from 2010-11
- Market factors helping/hurting snacking market
- Salty snacks face competition on a variety of fronts
- Potato chips fastest-growing segment
- Supermarkets are the format of choice for snack consumers
- Frito-Lay dominates snacking marketplace
- Social media a key component of snack marketing
- Who is the snack consumer?
Insights and Opportunities
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- Develop cross-promotional opportunities with movie providers
- Develop branded snack shops
- Continue to blur snack type distinctions
Inspire Insights
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- Trend: Make it Mine
- Trend: Greenfluencers
Market Size and Forecast
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- Key points
- Potato chips, tortilla chips, pretzels, and corn snacks market down from 2010 record level
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- Figure 1: Total U.S. retail sales and forecast of potato chips, tortilla chips, pretzels, and corn snacks, at current prices, 2006-16
- Figure 2: Total U.S. retail sales and forecast of potato chips, tortilla chips, pretzels, and corn snacks, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 3: Total U.S. retail sales and fan chart forecast of potato chips, tortilla chips, pretzels, and corn snacks, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Asian population growth favors snacks
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- Figure 4: Population, by race and Hispanic origin, 2006-16
- Decrease in households with children could lower target market and purchase occasions
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- Figure 5: Households, by presence of children, 1999-2009
- Population trends may slow adoption of BFY chips but increase brand loyalty
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- Figure 6: U.S. Population, by age, 2006-16
- Snack market susceptible to higher corn prices
- Food labeling health scores could boost BFY snack sales opportunities
Competitive Context
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- Key points
- Fresh fruit/vegetables considered healthy alternative to salty snacks
- Bars and nuts segments more innovative than salty snacks
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- Figure 7: Number of snack launches, by type, 2005-10
- Specialty retailers eat into usage occasions but also raise awareness
- QSR value menus offer an appealing snacking option
- Will America follow other countries’ lead regarding “fat taxes”?
Segment Performance
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- Key points
- Potato chips growing faster than tortilla chips, pretzels, and corn snacks
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- Figure 8: Total U.S. sales of market, segmented by type, 2009 and 2011
Segment Performance—Potato Chips
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- Key points
- Potato chips segment continues posting sales gains
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- Figure 9: Total U.S. sales and forecast of potato chips, at current prices, 2006-16
Segment Performance—Tortilla Chips
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- Key points
- Tortilla chips rebound slightly in 2011
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- Figure 10: Total U.S. sales and forecast of tortilla chips, at current prices, 2006-16
Segment Performance—Pretzels
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- Key points
- Lack of innovation and health concerns may be hampering pretzels segment
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- Figure 11: Total U.S. sales and forecast of pretzels, at current prices, 2006-16
Segment Performance—Corn Snacks
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- Key points
- Corn snacks’ rollercoaster sales ride continues in 2011
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- Figure 12: Total U.S. sales and forecast of corn snacks, at current prices, 2006-16
Retail Channels
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- Key points
- Supermarkets ringing up biggest share of sales
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- Figure 13: Sales of potato chips, tortilla chips, pretzels, and corn snacks, by channel, 2009 and 2011
Retail Channels—Supermarkets
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- Key points
- Supermarket sales posting new highs but lack of major growth a concern
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- Figure 14: Supermarket sales of potato chips, tortilla chips, pretzels, and corn snacks, at current prices, 2006-11
Retail Channels—Supercenters and Warehouse Clubs
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- Key points
- Warehouse clubs not top of mind with snack consumers
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- Figure 15: Supercenters and warehouse clubs sales of potato chips, tortilla chips, pretzels, and corn snacks, at current prices, 2006-11
Retail Channels—Convenience Stores
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- Key points
- Convenience stores particularly vulnerable to recent snack sales decline
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- Figure 16: Convenience stores sales of potato chips, tortilla chips, pretzels, and corn snacks, at current prices, 2006-11
Retail Channels—Other Channels
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- Key point
- Dollar stores forcing “other” channels to buck up
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- Figure 17: Other channels sales of potato chips, tortilla chips, pretzels, and corn snacks, at current prices, 2006-11
Retail Channels—Drug Stores
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- Key points
- Drug stores finding prescription for growth
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- Figure 18: Drug stores sales of potato chips, tortilla chips, pretzels, and corn snacks, at current prices, 2006-11
Retail Channels—Natural Supermarkets
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- Key points
- Product innovation drives growth in natural marketplace
- Sales of chips, pretzels, and snacks in the natural channel
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- Figure 19: Natural supermarket sales of chips, pretzels, and snacks, at current prices, 2009-11
- Figure 20: Natural supermarket sales of chips, pretzels, and snacks, at inflation-adjusted prices, 2009-11
- Natural channel sales by segment
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- Figure 21: Natural supermarket sales of chips, pretzels, and snacks, by segment, 2009 and 2011
- Leading brands
- Natural channel sales by organic content
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- Figure 22: Natural supermarket sales of chips, pretzels, and snacks, by organic content, 2008 and 2010*
- Natural channel sales of gluten-free pretzels
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- Figure 23: Natural supermarket sales of pretzels, by gluten-free, 2008 and 2010*
Purchase Locations
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- Key points
- Supermarkets format of choice for snack buyers
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- Figure 24: Summary of purchase locations, October 2011
- While supermarkets remain channel of choice, demographic differences emerge
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- Figure 25: Regular purchase locations, by gender, October 2011
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- Figure 26: Regular purchase locations, by age, October 2011
- Figure 27: Regular purchase locations, by household income, October 2011
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- Figure 28: Regular purchase locations, by region, October 2011
- Figure 29: Regular purchase locations, by presence of children in the household, October 2011
Leading Companies
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- Key points
- Name brands outsell private label by a wide margin
- Procter & Gamble’s announced sale of Pringles may be in jeopardy
- Frito-Lay a big part of PepsiCo’s push toward healthier products
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- Figure 30: Manufacturer FDMx sales of potato chips, tortilla chips, pretzels, and corn snacks, 2010-11
Brand Share—Potato Chips
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- Key points
- Frito-Lay brands among the largest but not best performing
- Private label fastest growing potato chip brand
- Brand sales of potato chips
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- Figure 31: Selected FDMx brand sales of potato chips, 2010-11
- Lay’s most bought potato chip brand
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- Figure 32: Brands of chips consumed, by household income, April 2010-June 2011
- Households with children bigger supporters of popular name brands
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- Figure 33: Brands of chips consumed, by presence of children in HH, April 2010-June 2011
Brand Share—Tortilla Chips
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- Key points
- Doritos a powerhouse tortilla chip brand; private label growing
- Brand sales of tortilla chips
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- Figure 34: Selected FDMx brand sales of tortilla chips, 2010-11
Brand Share—Pretzels
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- Key points
- Snyder’s-Lance Inc. brands lead the segment despite sales declines
- Brand sales of pretzels
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- Figure 35: Selected FDMx brand sales of pretzels, 2010-11
- Rold Gold most bought brand
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- Figure 36: Brands of pretzels consumed, by household income, April 2010-June 2011
- Private label buying activity more prevalent in households with children
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- Figure 37: Store brand pretzel consumption, by presence of children in the HH, April 2010-June 2011
Brand Share—Corn Snacks
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- Key points
- Frito-Lay’s brands sales unchanged but continue segment dominance
- Brand sales of corn snacks
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- Figure 38: Selected FDMx brand sales of corn snacks, 2010-11
Innovations and Innovators
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- Key points
- Product innovations
- Private label
- BFY
- Unique flavor
Marketing Strategies
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- Key points
- Frito-Lay CFBAI’s presence gives snacking industry a powerful voice
- Frito-Lay brands active in social media
- Snyder’s of Hanover uses website to connect with consumers
- Frito-Lay’s YouTube channel features new web series
- Television advertising
- Doritos
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- Figure 39: Frito-Lay/Doritos, February 2011
- Tostitos, Lay’s, SunChips
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- Figure 40: Frito-Lay/Doritos, January 2011
- Snyder’s of Hanover Pretzels
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- Figure 41: Snyder’s of Hanover/sourdough pretzels, May 2011
- popchips
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- Figure 42: popchips, February 2011
Snack Consumption
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- Key points
- Consumers prefer indulgent snack experience
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- Figure 43: Household snack consumption, by snack type, October 2011
- Asians favor healthier chip options
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- Figure 44: Types of chips consumed, by race/Hispanic origin, April 2010-June 2011
- Figure 45: Types of chips consumed, by presence of children in HH, April 2010-June 2011
- Snack fans see nothing wrong with being plain
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- Figure 46: Flavors of chips consumed, by race/Hispanic origin, April 2010-June 2011
- Figure 47: Flavors of chips consumed, by presence of children in HH, April 2010-June 2011
- Men prefer heartier chips, women opt for healthier
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- Figure 48: Personal snack consumption, by gender, October 2011
- Interest in healthier chips higher among higher-income households
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- Figure 49: Personal snack consumption, by household income, October 2011
Where Snacks are Consumed
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- Key points
- Home is where the snacking is
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- Figure 50: Summary of snack consumption locations, October 2011
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- Figure 51: Summary of snack consumption locations, by age, October 2011
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- Figure 52: Snack consumption locations, by age, October 2011
Frequency
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- Key points
- Regular snacking has no age limits
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- Figure 53: Chip/pretzel/corn snack frequency of consumption, by age, October 2011
- Households with children more likely to be regular snackers
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- Figure 54: Chip/pretzel/corn snack frequency of consumption, by presence of children in household, October 2011
Brand Selection
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- Key points
- Name brands resonate with snack consumers
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- Figure 55: Summary of snack brand selection, October 2011
- Potato chips
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- Figure 56: Potato chip brand selection, by gender, October 2011
- Figure 57: Potato chip brand selection, by age, October 2011
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- Figure 58: Potato chip brand selection, by household income, October 2011
- Tortilla chips
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- Figure 59: Tortilla chip brand selection, by gender, October 2011
- Figure 60: Tortilla chip brand selection, by age, October 2011
- Pretzels
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- Figure 61: Pretzel brand selection, by age, October 2011
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- Figure 62: Pretzel brand selection, by household income, October 2011
- Corn snacks
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- Figure 63: Corn snack brand selection, by gender, October 2011
- Figure 64: Corn snack brand selection, by age, October 2011
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- Figure 65: Corn snack brand selection, by presence of children in the household, October 2011
Importance Factors
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- Key points
- Taste experience offered by trusted brands most important to snack consumers
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- Figure 66: Summary of importance of product factors when selecting chips, pretzels, or corn snacks, October 2011
- Flavor and fun key for younger consumers
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- Figure 67: Important factors when selecting chips, pretzels, or corn snacks, by age, October 2011
- Importance of price and brand trust high among lower-income consumers
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- Figure 68: Important factors when selecting chips, pretzels, or corn snacks, by household income, October 2011
Product Selection
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- Key points
- Snack consumers fairly content but willing to look elsewhere
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- Figure 69: Product selection, by gender, October 2011
- Opportunities to connect with younger consumers
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- Figure 70: Product selection, by age, October 2011
- Lower-income consumers reluctant to try new products
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- Figure 71: Product selection, by household income, October 2011
- Respondents with children in household offer market potential for new product introductions
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- Figure 72: Product selection, by presence of children in the household, October 2011
Ranking Favorites
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- Key points
- Regular potato chips clear number one among snack consumers
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- Figure 73: Ranking favorite snack types, October 2011
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- Figure 74: Top two ranking of favorite snack types, by age, October 2011
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- Figure 75: Top two ranking of favorite snack types, by household income, October 2011
Impact of Race/Hispanic Origin
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- Key points
- Race/ethnicity influences favored snack types
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- Figure 76: Personal snack consumption, by race/Hispanic origin, October 2011
- Asians most frequent snackers
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- Figure 77: Chip/pretzel/corn snack frequency of consumption, by race/Hispanic origin, October 2011
- Regular potato chips among top two snack types by race/ethnicity
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- Figure 78: Top two ranking of favorite snack types, by race/Hispanic origin, October 2011
Custom Consumer Groups
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- Key points
- BFY chips least appealing to older men and women
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- Figure 79: Personal snack consumption, by gender and age, October 2011
- Younger men and women tuning into non-supermarket channels
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- Figure 80: Regular purchase locations, by gender and age, October 2011
- Older women most likely to pay attention to product attributes
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- Figure 81: Important factors when selecting chips, pretzels, or corn snacks, by gender and age, October 2011
- Younger men most likely to be open to new products
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- Figure 82: Product selection, by gender and age, October 2011
- BFY chips emerging among younger male and female snack consumers
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- Figure 83: Top two ranking of favorite snack types, by gender and age, October 2011
IRI/Builders—Key Household Purchase Measures
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- Overview of salty snacks
- Potato chips
- Consumer insights on key purchase measures
- Brand map
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- Figure 84: Brand map, selected brands of potato chips buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 85: Key purchase measures for the top brands of potato chips, by household penetration, 52 weeks ending June 26, 2011
- Tortilla chips
- Consumer insights on key purchase measures
- Brand map
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- Figure 86: Brand map, selected brands of tortilla chips buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 87: Key purchase measures for the top brands of tortilla chips, by household penetration, 52 weeks ending June 26, 2011
- Pretzels
- Consumer insights on key purchase measures
- Brand map
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- Figure 88: Brand map, selected brands of pretzels buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 89: Key purchase measures for the top brands of pretzels, by household penetration, 52 weeks ending June 26, 2011
- Corn snacks
- Consumer insights on key purchase measures
- Brand map
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- Figure 90: Brand map, selected brands of corn snacks buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 91: Key purchase measures for the top brands of corn snacks, by household penetration, 52 weeks ending June 26, 2011
Appendix: Other Useful Consumer Tables
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- Snacking frequency
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- Figure 92: Chip/pretzel/corn snack frequency of consumption, by gender, October 2011
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- Figure 93: Chip/pretzel/corn snack frequency of consumption, by household income, October 2011
- Purchase locations
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- Figure 94: Regular purchase locations, by race/Hispanic origin, October 2011
- Potato chip brand selection
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- Figure 95: Potato chip brand selection, by presence of children in the household, October 2011
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- Figure 96: Potato chip brand selection, by race/Hispanic origin, October 2011
- Tortilla chip brand selection
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- Figure 97: Tortilla chip brand selection, by household income, October 2011
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- Figure 98: Tortilla chip brand selection, by presence of children in the household, October 2011
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- Figure 99: Tortilla chip brand selection, by race/Hispanic origin, October 2011
- Pretzel brand selection
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- Figure 100: Pretzel brand selection, by gender, October 2011
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- Figure 101: Pretzel brand selection, by presence of children in the household, October 2011
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- Figure 102: Pretzel brand selection, by race/Hispanic origin, October 2011
- Corn snack brand selection
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- Figure 103: Corn snack brand selection, by household income, October 2011
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- Figure 104: Corn snack brand selection, by race/Hispanic origin, October 2011
- Importance factors
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- Figure 105: Important factors when selecting chips, pretzels, or corn snacks, by gender, October 2011
- Product selection
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- Figure 106: Product selection, by race/Hispanic origin, October 2011
- Ranking favorites
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- Figure 107: Top two ranking of favorite snack types, by gender, October 2011
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- Figure 108: Top two ranking of favorite snack types, by presence of children in the household, October 2011
Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix: Trade Associations
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