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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- The market
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- Figure 1: Total U.S. retail sales and fan chart forecast of salty snacks, at current prices, 2007-17
- Market factors
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- Figure 2: Change in purchase behavior, October 2012
- Market segmentation
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- Figure 3: Total U.S. retail sales of salty snacks, by segment, at current prices, 2010 and 2012
- Figure 4: Share of total U.S. retail sales of salty snacks, by segment, 2012
- Retail channels
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- Figure 5: Total U.S. retail sales of salty snacks, by channel, at current prices, 2010 and 2012
- Innovation
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- Figure 6: Salty snacks launches, by top five claims, 2007-11
- The consumer
- Potato chips, tortilla chips, and popcorn lead salty snack purchase/consumption
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- Figure 7: Percentage of consumers who purchase salty snacks, October 2012
- 25-44s are engaged consumer group
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- Figure 8: Salty snack purchase for self, by age, October 2012
- Black consumers over index in salty snack purchase, room for growth among Hispanics
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- Figure 9: Salty snack purchase for self, by race and Hispanic origin, October 2012
- HHs with children more likely to purchase salty snacks
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- Figure 10: Salty snack purchase, by presence of children in household, October 2012
- Salty snacks are commonly an impulse buy
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- Figure 11: Top five motivations for purchase, October 2012
- Price leads attributes of importance
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- Figure 12: Top five important attributes, October 2012
- What we think
Issues in the Market
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- How can the category respond to a growing interest in health?
- How can brands fend off the growth of private label?
- How can the category grow participation among a Hispanic consumer base?
Insights and Opportunities
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- Rethink snacking
- Develop sophisticated snacks
- Punch up snack packaging
- Promote responsible indulgence
Trend Applications
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- Trend: Men Shopping Badly
- Trend: Premiumization and Indulgence
- Inspire 2015 trend: East Meets West
- Flavor innovation
- Ethnic-inspired
- Main course-inspired
- Sour
- Tomato
- Other format
Market Size and Forecast
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- Key points
- Category sales surpass $17 billion in 2012
- Sales and forecast of salty snacks
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- Figure 13: Total U.S. retail sales and forecast of salty snacks, at current prices, 2007-17
- Figure 14: Total U.S. retail sales and forecast of salty snacks, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 15: Total U.S. retail sales and fan chart forecast of salty snacks, at current prices, 2007-17
Market Drivers
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- Key points
- Consumers are snacking more now than ever before
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- Figure 16: Attitudes/opinions about food, April 2011-June 2012
- Health concerns have led to a reduction in salty snack purchase
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- Figure 17: Change in purchase behavior, October 2012
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- Figure 18: Motivations for purchasing less salty snacks, October 2012
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- Figure 19: U.S. obesity rate, by age, 2008 and 2012
- Childhood and teen obesity—highest in decades
- If category players don’t take action, the government will
- Half of salty snack consumers indicate sodium concerns, manufacturers fail to innovate
Competitive Context
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- Key points
- As consumer snacking grows, so do snack options
- New salty snack formats
- Other healthy snacking
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- Figure 20: Nutritional snacks, April 2007-June 2012
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- Figure 21: Watching your diet, April 2007-June 2012
- Frozen appetizers/snacks
- Foodservice snacking
Segment Performance
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- Key points
- Potato chips dominate salty snack sales
- Sales of market, by segment
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- Figure 22: Total U.S. retail sales of salty snacks, by segment, at current prices, 2010 and 2012
Segment Performance—Potato Chips
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- Key points
- Potato chip sales grew by 40% to reach $7.4 billion in 2012
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- Figure 23: Potato chips, April 2011-June 2012
- Sales of potato chips
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- Figure 24: U.S. retail sales and forecast of potato chips, at current prices, 2007-17
Segment Performance—Tortilla Chips
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- Key points
- Tortilla chip sales grow by 17% to reach $4.7 billion in 2012
- Sales of tortilla chips
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- Figure 25: U.S. retail sales and forecast of tortilla chips, at current prices, 2007-17
Segment Performance—Popcorn
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- Key points
- Popcorn sales grow by 20% to reach $1.6 billion in 2012
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- Figure 26: Popcorn products, April 2011-June 2012
- Sales of popcorn
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- Figure 27: U.S. retail sales and forecast of popcorn, at current prices, 2007-17
Segment Performance—Pretzels
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- Key points
- Pretzel sales grow by 15% to reach $1.3 billion in 2012
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- Figure 28: Pretzels, April 2007-June 2012
- Sales of pretzels
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- Figure 29: U.S. retail sales and forecast of pretzels, at current prices, 2007-17
Segment Performance—Corn Snacks
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- Key points
- Corn snack sales grow by 53% to reach $1.1 billion in 2012
- Sales of corn snacks
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- Figure 30: U.S. retail sales and forecast of corn snacks, at current prices, 2007-17
Segment Performance—Meat Snacks
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- Key points
- Meat snack sales grow by 40% to reach $1.0 billion in 2012
- Sales of meat snacks
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- Figure 31: U.S. retail sales and forecast of meat snacks, at current prices, 2007-17
Retail Channels
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- Key points
- Supermarket channel maintains lead on salty snack sales
- Sales of salty snacks, by channel
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- Figure 32: Total U.S. retail sales of salty snacks, by channel, at current prices, 2010-12
- Supermarkets grow salty snack sales by 21% from 2007-12
- Supermarket sales of salty snacks
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- Figure 33: U.S. supermarket sales of salty snacks, at current prices, 2007-12
- C-store sales grow 30% to reach $3 billion in 2012
- Convenience store sales of salty snacks
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- Figure 34: U.S. convenience store sales of salty snacks, at current prices, 2007-12
- “Other” channels grow salty snack sales by 42% from 2007-12
- “Other” channel sales of salty snacks
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- Figure 35: U.S. sales of salty snacks, through other retail channels, at current prices, 2007-12
Retail Channels—Natural Supermarkets
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- Key points
- Natural channel sales grow 34% from 2010-12
- Sales of salty in the natural channel
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- Figure 36: Natural supermarket sales of salty snacks, at current prices, 2010-12*
- Figure 37: Natural supermarket sales of salty snacks, at inflation-adjusted prices, 2010-12*
- Natural channel sales of salty snacks by segment
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- Figure 38: Natural supermarket sales of salty snacks, by segment, 2010 and 2012*
- Innovators and brands of note
- Raw food kale and vegetable chips experience strong growth
- Bean-based chips grow
- Other Innovators
- Natural channel sales of organic salty snacks
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- Figure 39: Natural supermarket sales of salty snacks, by organic, 2010 and 2012*
- Natural channel sales of gluten-free salty snacks
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- Figure 40: Natural supermarket sales of salty snacks, by gluten free, 2010 and 2012*
- Natural channel sales of gluten-free pretzels
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- Figure 41: Natural supermarket sales of pretzels, by gluten free, 2010 and 2012*
Leading Companies
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- Key points
- PepsiCo makes up 53.2% of salty snack sales at FDMx
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- Figure 42: Salty snack launches, by top 10 companies, 2007-12*
- Private label sales grow 8.2% from 2011-12
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- Figure 43: Salty snack launches, by private label, 2007-12*
- Manufacturer sales of salty snacks
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- Figure 44: FDMx sales of salty snacks, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share—Potato Chips
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- Key points
- PepsiCo commands 58.2% of potato chip sales
- Sales of leading potato chip brands
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- Figure 45: FDMx sales of potato chips, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share—Tortilla Chips
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- Key points
- PepsiCo’s Doritos and Tostitos brands dominate tortilla chip sales
- Sales of leading tortilla chip brands
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- Figure 46: FDMx sales of tortilla chips, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share—Popcorn
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- Key points
- Three leading ConAgra brands account for one third of segment
- Sales of leading popcorn brands
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- Figure 47: FDMx sales of popcorn, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share—Pretzels
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- Key points
- Snyder’s-Lance leads pretzel segment with 41.2% of sales
- Sales of leading pretzel brands
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- Figure 48: FDMx sales of pretzels, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share—Corn Snacks
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- Key points
- PepsiCo dominates the corn snacks segment
- Sales of leading corn snack brands
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- Figure 49: sales of corn snacks, by leading companies, rolling 52 weeks 2011 and 2012
Brand Share—Meat Snacks
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- Key points
- Jack Link’s leads meat snacks segment
- Sales of leading meat snack brands
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- Figure 50: FDMx sales of meat snacks, by leading companies, rolling 52 weeks 2011 and 2012
Innovations and Innovators
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- New Product Launch Trends
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- Figure 51: Salty snack launches, by launch type, 2007-12*
- Potato snacks lead product launches, bank on range extensions
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- Figure 52: Salty snack launches, by subcategory, 2007-12*
- Health claims make up the bulk of salty snack launches
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- Figure 53: Salty snack launches, by top 10 claims, 2007-12*
- Flavors
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- Figure 54: Potato chips, April 2011-June 2012
- Figure 55: Meat snacks and beef jerky, April 2011-June 2012
- Flavor specificity
- Sweet
- Spicy
- Sweet potato
- Limited edition
- Limited edition
- Branded tie-ins
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: Doritos
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- Figure 56: Brand analysis of Doritos, 2012
- Online initiatives
- TV presence
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- Figure 57: Doritos TV ad, “Bribing The Man,” 2012
- Print and Other
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- Figure 58: Doritos Jacked print ad, Maxim magazine (June 2012)
- Brand analysis: Tostitos
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- Figure 59: Brand analysis of Tostitos 2012
- Online Initiatives
- TV Presence
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- Figure 60: Tostitos TV ad, “One Big Party,” 2012
- Print and Other
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- Figure 61: Tostitos print ad, Better Recipes (September 2012)
- Brand analysis: Pringles
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- Figure 62: Brand analysis of Pringles, 2012
- Online Initiatives
- TV Presence
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- Figure 63: Pringles TV ad, “Watch Out,” 2012
- Print and Other
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- Figure 64: Pringles print ad, Taste of Home magazine (December 2012)
- Brand analysis: Snyder’s of Hanover
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- Figure 65: Brand analysis of Snyder’s of Hanover, 2012
- Online Initiatives
- TV Presence
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- Figure 66: Snyder’s of Hanover TV ad, “Flavor,” 2012
- Print and Other
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- Figure 67: Snyder’s of Hanover print ad, Better Recipes magazine (September 2012)
- Brand analysis: Jack Link’s
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- Figure 68: Brand analysis of Jack Link’s, 2012
- Online initiatives
- TV presence
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- Figure 69: Jack Link’s TV ad, “Human Trophy,” 2012
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- Figure 70: Jack Link’s TV ad, “Sasquatch Workout,” 2012
- Print and Other
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- Figure 71: Jack Link’s print ad, 2012
Social Media
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- Key points
- Social media metrics
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- Figure 72: Key performance indicators, January 2013
- Market overview
- Brand usage and awareness
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- Figure 73: Brand usage and awareness of salty snack brands, October 2012
- Interaction with salty snacks brands
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- Figure 74: Interaction with salty snack brands, October 2012
- Motivations for interacting with salty snack brands
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- Figure 75: Why people interact with salty snack brands, October 2012
- Online conversations
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- Figure 76: Select salty snack brands’ share of conversations, Oct. 1, 2012-Jan. 1, 2013
- Figure 77: Conversations by brand, by day, Oct. 1, 2012-Jan. 1, 2013
- Where are people talking about salty snacks?
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- Figure 78: Selected salty snack brands’ share of brand conversations, by page type, Oct. 1, 2012-Jan. 1, 2013
- What are people talking about?
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- Figure 79: Types of conversations concerning selected salty snack brands, Oct. 1, 2012-Jan. 1, 2013
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- Figure 80: Types of conversation regarding selected salty snack brands, by day, Oct. 1, 2012-Jan. 1, 2013
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- Figure 81: Types of conversation regarding selected salty snack brands, by type of website, Oct. 1, 2012-Jan. 1, 2013
- Analysis by brand
- Lay’s
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- Figure 82: Lay’s—key social media indicators, as of Jan. 2, 2013
- Key online campaigns
- What we think
- Doritos
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- Figure 83: Doritos—key social media indicators, as of Jan. 2, 2013
- Key online campaigns
- What we think
- Pringles
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- Figure 84: Pringles—key social media indicators, as of Jan. 2, 2013
- Key online campaigns
- What we think
- Slim Jim
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- Figure 85: Slim Jim—key social media indicators, as of Jan. 2, 2013
- Key online campaigns
- What we think
- Tostitos
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- Figure 86: Tostitos—key social media indicators, as of Jan. 2, 2013
- Key online campaigns
- What we think
- Ruffles
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- Figure 87: Ruffles—key social media indicators, as of Jan. 11, 2013
- Key online campaigns
- What we think
Salty Snack Consumption
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- Key points
- Men more likely than women to purchase salty snacks for HH
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- Figure 88: Salty snack purchase for household, by gender, October 2012
- Potato chips, corn snacks, and meat snacks more popular among men
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- Figure 89: Salty snack purchase for self, by gender, October 2012
- Consumers aged 65+ are the hardest sell
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- Figure 90: Salty snack purchase for household, by age, October 2012
- 25-44s are an engaged consumer group
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- Figure 91: Salty snack purchase for self, by age, October 2012
- Lower-income HHs under index in salty snack purchase
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- Figure 92: Salty snack purchase for household, by household income, October 2012
- Consumption less directly tied to household income
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- Figure 93: Salty snack purchase for self, by household income, October 2012
- Larger households more likely to purchase salty snacks
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- Figure 94: Salty snack purchase for household, by household size, October 2012
Motivations for Purchase
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- Key points
- Salty snacks are commonly an impulse buy
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- Figure 95: Motivations for purchase, October 2012
- Men are more likely than women to plan snack purchases
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- Figure 96: Motivations for purchase, by gender, October 2012
- Young consumers swayed by impulse
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- Figure 97: Motivations for purchase, by age, October 2012
- Microwavable popcorn and pretzels seen largely as impulse buys
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- Figure 98: Salty snack purchase, by motivations for purchase, October 2012
Changes in Purchase Behavior
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- Key points
- Men have a more optimistic view of salty snack health than women
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- Figure 99: Motivations for purchasing less salty snacks, by gender, October 2012
- Figure 100: Motivations for purchasing more salty snacks, by gender, October 2012
- Millennials most willing to invest in the category
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- Figure 101: Change in purchase behavior, by age, October 2012
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- Figure 102: Motivations for purchasing less salty snacks, by age, October 2012
- Price concerns squeeze lower-income earners out of market
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- Figure 103: Change in purchase behavior, by household income, October 2012
- Figure 104: Motivations for purchasing less salty snacks, by household income, October 2012
Important Attributes
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- Key points
- Product price leads attributes of importance
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- Figure 105: Important attributes, by gender, October 2012
- Women appear more interested in health attributes than do men
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- Figure 106: Health-related attributes, by gender, October 2012
- Younger consumers appear interested in quality, innovation
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- Figure 107: Important attributes, by age, October 2012
- Those aged 45+ interested in no/low claims, younger consumers like added value
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- Figure 108: Important health-related attributes, by age, October 2012
- New flavors and limited editions may help grow pretzel sales
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- Figure 109: Salty snack purchase, by important attributes (1 of 2), October 2012
- Figure 110: Salty snack purchase, by important attributes (2 of 2), October 2012
- Potato chip eaters attracted to gluten-free and functional claims
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- Figure 111: Salty snack purchase, by important health-related attributes, (1 of 2) October 2012
- Figure 112: Salty snack purchase, by important health-related attributes (2 of 2), October 2012
Attitudes Toward Salty Snacks
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- Key points
- Men appear price conscious, women motivated by health
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- Figure 113: Attitudes about salty snacks, by gender, October 2012
- Younger consumers looking for value, health, and product innovation
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- Figure 114: Attitudes about salty snacks, by age, October 2012
- Chips and microwave popcorn consumers good target for new offerings
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- Figure 115: Salty snack purchase, by attitudes about salty snacks, October 2012
- Regular potato chips enjoy perception of affordability
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- Figure 116: Salty snack purchase, by attitudes about salty snacks, October 2012
- Chips struggle in perception of health
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- Figure 117: Salty snack purchase, by attitudes about salty snacks, October 2012
- Potato chip manufacturers need to set their products apart
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- Figure 118: Salty snack purchase, by attitudes about salty snacks, October 2012
Impact of Race and Hispanic Origin
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- Key points
- Black consumers appear as strong target for salty snacks
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- Figure 119: Salty snack purchase, by race/Hispanic origin, October 2012
- High consumption among Asian youth good sign for future growth
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- Figure 120: Potato chips, by race/Hispanic origin, April 2011-June 2012
- Figure 121: Potato chips, by race/Hispanic origin, April 2011-June 2012
- Asian consumers limit consumption due to health concerns
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- Figure 122: Motivations for purchasing less salty snacks, by race/Hispanic origin, October 2012
- Black consumers interested in product innovation
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- Figure 123: Important attributes, by race/Hispanic origin, October 2012
- Health positioning may attract Asian shoppers
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- Figure 124: Important health-related attributes, by race/Hispanic origin, October 2012
Custom Consumer Group—Households with Children
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- Key points
- HHs with children more likely to purchase salty snacks
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- Figure 125: Salty snack purchase, by presence of children in household, October 2012
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- Figure 126: Salty snack purchase, by parents with children and age, October 2012
- Children are more likely than adults to eat salty snacks
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- Figure 127: Salty snacks, by age, April 2011-June 2012
- Presence of children also drives personal consumption among adults
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- Figure 128: Salty snack purchase, by presence of children in household, October 2012
- Price appears as a larger concern among HHs with children
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- Figure 129: Motivations for purchasing less salty snacks, by presence of children in household, October 2012
- Product claims may resonate more among HHs with children
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- Figure 130: Important attributes, by presence of children in household, October 2012
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- Figure 131: Attitudes about salty snacks, by presence of children in household, October 2012
IRI/Builders—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 132: Brand map, selected brands of potato chips buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 133: Key purchase measures for the top brands of potato chips, by household penetration, 2012*
- Tortilla/tostada chips
- Consumer insights on key purchase measures—tortilla/tostada chips
- Brand map
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- Figure 134: Brand map, selected brands of tortilla/tostada chips buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 135: Key purchase measures for the top brands of tortilla/tostada chips, by household penetration, 2012*
- Pretzels
- Consumer insights on key purchase measures—pretzels
- Brand map
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- Figure 136: Brand map, selected brands of pretzels buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 137: Key purchase measures for the top brands of pretzels, by household penetration, 2012*
- Corn chips
- Consumer insights on key purchase measures—corn chips
- Brand map
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- Figure 138: Brand map, selected brands of corn chips buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 139: Key purchase measures for the top brands of corn chips, by household penetration, 2012*
- Overview of popcorn/popcorn oil
- SS microwave popcorn
- Consumer insights on key purchase measures—SS microwave popcorn
- Brand map
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- Figure 140: Brand map, selected brands of SS microwave popcorn buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 141: Key purchase measures for the top brands of SS microwave popcorn, by household penetration, 2012*
Appendix: Other Useful Tables
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- Salty snack purchase
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- Figure 142: Salty snack purchase, October 2012
- Motivations for buying
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- Figure 143: Motivations for buying, by gender, October 2012
- Figure 144: Motivations for buying, by age, October 2012
- Figure 145: Motivations for buying, by household income, October 2012
- Important attributes
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- Figure 146: Important attributes, by household income, October 2012
- Figure 147: Important health-related attributes, October 2012
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- Figure 148: Important attributes, by gender and age, October 2012
- Figure 149: Important health-related attributes, by household income, October 2012
- Changes in purchase behavior
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- Figure 150: Salty snack purchase, by motivations for purchasing less salty snacks, October 2012
- Figure 151: Motivations for purchasing more salty snacks, October 2012
- Attitudes toward salty snacks
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- Figure 152: Attitudes about salty snacks, by household income, October 2012
Appendix: Social Media—Salty Snacks
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- Brand Usage and Awareness
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- Figure 153: Brand usage and awareness of Lay’s, October 2012
- Figure 154: Brand usage and awareness of Ruffles, October 2012
- Figure 155: Brand usage and awareness of Tostitos, October 2012
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- Figure 156: Brand usage and awareness of Doritos, October 2012
- Figure 157: Brand usage and awareness of Slim Jim, October 2012
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- Figure 158: Brand usage and awareness of Pringles, October 2012
- Interaction with salty snack brands
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- Figure 159: Interaction with Lay’s, October 2012
- Figure 160: Interaction with Ruffles, October 2012
- Figure 161: Interaction with Tostitos, October 2012
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- Figure 162: Interaction with Doritos, October 2012
- Figure 163: Interaction with Slim Jim, October 2012
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- Figure 164: Interaction with Pringles, October 2012
- Motivations for interacting with salty snack brands
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- Figure 165: Why people interact with Lay’s, October 2012
- Figure 166: Why people interact with Ruffles, October 2012
- Figure 167: Why people interact with Tostitos, October 2012
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- Figure 168: Why people interact with Doritos, October 2012
- Figure 169: Why people interact with Slim Jim, October 2012
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- Figure 170: Why people interact with Pringles, October 2012
- Online conversations
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- Figure 171: Select salty snack brands’ share of conversations, Oct. 5, 2012-Jan. 1, 2013
- Figure 172: Conversations by brand by day, Oct. 5, 2012-Jan. 1, 2013
- Where are people talking about salty snack brands?
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- Figure 173: Selected salty snack brands’ share of brand conversations, by page type, Oct. 1, 2012-Jan. 1, 2013
- What are people talking about?
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- Figure 174: Types of conversations concerning selected salty snack brands, Oct. 1, 2012-Jan. 1, 2013
- Figure 175: Types of conversation regarding selected salty snack brands, by day, Oct. 1, 2012-Jan. 1, 2013
- Figure 176: Types of conversation regarding selected salty snack brands, by type of website, Oct. 1, 2012-Jan. 1, 2013
Appendix: Trade Associations
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- Food Marketing Institute (FMI)
- Grocery Manufacturers Association (GMA)
- National Association of Chain Drug Stores (NACDS)
- Private Label Manufacturers Association (PLMA)
- Snack Food Association (SFA)
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