Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Salty snacks continue steady growth
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- Figure 1: Total US sales and fan chart forecast of salty snacks, at current prices, 2010-20
- Salty snacks purchased mostly for personal consumption
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- Figure 2: Salty snacks purchase, January 2016
- Snack flavor, packaging type, most influential on future purchases
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- Figure 3: Factors influencing purchase, January 2016
- The opportunities
- Other retail channels growing faster than supermarkets
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- Figure 4: Purchase location, January 2016
- Opportunity to grow away-from-home snacking occasions
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- Figure 5: Salty snacks behaviors, January 2016
- Health and simple ingredients important, but not at the expense of taste
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- Figure 6: Attitudes toward salty snacks – Any agree, January 2016
- What it means
The Market – What You Need to Know
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- Salty snacks continue strong growth
- Supermarket sales growing slowly
- Bountiful snack options at home and away create competition
Market Size and Forecast
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- Salty snacks grow 29% from 2010-15
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- Figure 7: Total US sales and fan chart forecast of salty snacks, at current prices, 2010-20
- Figure 8: Total US sales and forecast of salty snacks, at current prices, 2010-20
- Figure 9: Total US sales and forecast of salty snacks, at inflation-adjusted prices, 2010-20
Market Breakdown
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- Meat snacks dominate category
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- Figure 10: Total US retail sales of salty snacks, by segment share, 2015
- Figure 11: Total US retail sales and forecast of salty snacks, by segment, at current prices, 2010-15
- Other retail channel sales growing faster than supermarket sales
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- Figure 12: Total US retail sales of salty snacks, at current prices, 2010-15
- Steady growth in natural channel sales
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- Figure 13: Natural supermarket sales of salty snacks, at current prices, rolling 52 weeks Dec. 1, 2013-Nov. 29, 2015
Market Perspective
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- Salty and sweet snack food competition
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- Figure 14: Attitudes and opinions about food – Any agree, 2010-15
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- Figure 15: Attitudes and opinions about food – Any agree, 2010-15
- Foodservice snack offerings
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- Figure 16: Food sales at home and away from home, January 2003-January 2016
Market Factors
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- Snacking is the new norm
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- Figure 17: Daily snacking frequency, January 2015
- Changing US demographics
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- Figure 18: Households, by presence of own children, 2003-13
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- Figure 19: US population, by generation share, 2016
- Figure 20: Population by race and Hispanic origin, 2011-21
Key Players – What You Need to Know
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- PepsiCo sales represent more than one third of the market
- Meat snacks and RTE popcorn remain popular among consumers
- Private label sales struggle across segments
- Current innovation balances both health and indulgence
Manufacturer Sales of Salty Snacks
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- PepsiCo represents more than one third of overall sales
- Manufacturer sales of salty snacks
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- Figure 21: MULO sales of salty snacks, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
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- RTE popcorn
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- Figure 22: MULO sales of PepsiCo Inc. Smartfood popcorn
- Figure 23: MULO sales of Diamond Foods Inc. Kettle popcorn
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- Figure 24: MULO sales of SkinnyPop popcorn
- Figure 25: MULO sales of Angie’s Artisan Treats LLC Angie’s popcorn
- Meat snacks
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- Figure 26: MULO sales of ConAgra Foods, Inc. Slim Jim meat snacks
- Figure 27: TV ad, Slim Jim Lineup, September 2015
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- Figure 28: MULO sales of Oberto Sausage Co. meat snacks
- Figure 29: Sherman – Double threat, March 2016
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- Figure 30: MULO sales of Carl Buddig & Co. Old Wisconsin meat snacks
- Figure 31: MULO sales of private label meat snacks
- Corn snacks
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- Figure 32: MULO sales of PepsiCo Inc.’s corn snacks
- Figure 33: MULO sales of General Mills Inc.’s corn snacks
- Cheese snacks
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- Figure 34: TV ad, Cheetos Sweetos – Dave, February 2016
- Figure 35: MULO sales of PepsiCo Inc.’s cheese snacks
What’s Struggling?
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- Private label snacks
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- Figure 36: MULO sales of private label salty snacks
- Pretzels
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- Figure 37: MULO sales of Snyder’s-Lance pretzels
- Figure 38: MULO sales of Rold Gold pretzels
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- Figure 39: MULO sales of Utz Quality Foods pretzels
What’s Next?
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- Increase in premium jerky brands and flavors
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- Figure 40: Natural supermarket sales of jerky, by animal type, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
- Free-from claims on the rise
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- Figure 41: Top 10 product claims, 2011-16*
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- Figure 42: Gluten-free* share of natural supermarket sales of salty snacks, by segment, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
- Partially popped popcorn
- Indulgent popcorn
The Consumer – What You Need to Know
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- Salty snacks mostly purchased for self
- Supermarkets are the preferred retail channel
- Consumers mostly snack at home
- Snack flavor, packaging influence future purchases
- Snack ingredients and emotional drivers are influential
Salty Snacks Purchase
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- Purchase for self is most common
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- Figure 43: Salty snacks purchase, January 2016
- Higher purchase across snack types among parents
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- Figure 44: Salty snacks purchase, by parental status, January 2016
- Purchase skews toward Millennials
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- Figure 45: Salty snacks purchase, by Millennials and Non-Millennials, January 2016
- Hispanics more likely to purchase salty snacks
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- Figure 46: Salty snacks purchase, by race and Hispanic origin, January 2016
Purchase Location
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- Supermarkets commonly shopped
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- Figure 47: Purchase location, January 2016
- Men diversify their purchases across retail channels
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- Figure 48: Purchase location, by gender, January 2016
- Millennials shop frequently, prefer online and specialty retailers
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- Figure 49: Purchase location, by generation, January 2016
- Hispanics prefer mass merchandisers
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- Figure 50: Purchase location, by generation, January 2016
Salty Snacks Characteristics
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- Meat snacks prized for protein content
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- Figure 51: Salty snacks characteristics, January 2016
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- Figure 52: Meat snack product introductions containing a high protein claim, 2011-15
- Figure 53: Salty snacks characteristics, January 2016
Factors Influencing Purchase
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- Flavors and packaging most influential on purchase
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- Figure 54: Factors influencing purchase, January 2016
- Flavor a large driver for Millennials
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- Figure 55: Factors influencing purchase, by gender, January 2016
- Hispanics prefer convenient packaging, hybrid products
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- Figure 56: Factors influencing purchase, by race and Hispanic origin, January 2016
- Hybrid products a key driver for increased salty snack purchases
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- Figure 57: Key drivers of purchasing more compared to last year, January 2016
Salty Snacks Behaviors
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- Home consumption trumps on-the-go
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- Figure 58: Salty snacks behaviors, January 2016
- Parents more likely to snack away from home
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- Figure 59: Salty snacks behaviors, by parental status, January 2016
- Millennials eating and buying more snacks, and eat on-the-go
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- Figure 60: Salty snacks behaviors, by Millennials and non-Millennials, January 2016
- Hispanics buying and eating more salty snacks this year
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- Figure 61: Salty snacks behaviors, by race and Hispanic origin, January 2016
Attitudes toward Salty Snacks
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- Snack ingredients, health claims important to consumers
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- Figure 62: Attitudes toward salty snacks – Any agree, January 2016
- Stress, guilt a driver for women, boredom a driver for men
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- Figure 63: Select attitudes toward salty snacks, by gender, January 2016
- Millennials snack because they believe it’s healthier
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- Figure 64: Select attitudes toward salty snacks, by generation, January 2016
- Parents more likely to indulge with snacks
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- Figure 65: Select attitudes toward salty snacks, by parental status, January 2016
- Hispanics more ingredient conscious
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- Figure 66: Select attitudes toward salty snacks, by race and Hispanic origin, January 2016
Consumer Segmentation
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- Figure 67: Salty snacks clusters
- Group one: Convenient Snackers
- Group two: Healthy Snackers
- Group three: Apathetic Snackers
- Group four: Super Snackers
- Group five: Simple Snackers
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Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Key Driver Analysis
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- Methodology
- Interpretation of results
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- Figure 68: Key drivers of purchasing more compared to last year – Key driver output, January 2016
Appendix – Consumer Segmentation
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- Cluster methodology
Appendix – Market
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- Market breakdown
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- Figure 69: Total US retail sales and forecast of salty snacks, by segment, at current prices, 2010-20
- Figure 70: Total US retail sales and forecast of salty snacks, by segment, at current prices, 2013 and 2015
- Figure 71: Total US retail sales and forecast of cheese snacks, at current prices, 2010-20
- Figure 72: Total US retail sales and forecast of popcorn, at current prices, 2010-20
- Figure 73: Total US retail sales and forecast of pretzels, at current prices, 2010-20
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- Figure 74: Total US retail sales and forecast of meat snacks, at current prices, 2010-20
- Figure 75: Total US retail sales and forecast of corn snacks, at current prices, 2010-20
- Retail channels
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- Figure 76: Total US retail sales of salty snacks, by channel, at current prices, 2013 and 2015
- Figure 77: US supermarket sales of salty snacks, at current prices, 2010-15
- Figure 78: US convenience store sales of salty snacks, at current prices, 2010-15
- Figure 79: US drug store sales of salty snacks, at current prices, 2010-15
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- Figure 80: US sales of salty snacks through other retail channels, at current prices, 2010-15
- Natural channels
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- Figure 81: Natural supermarket sales of salty snacks, by organic ingredients, at current prices, rolling 52- weeks ending Dec. 1, 2013 and Nov. 29, 2015
- Figure 82: Natural supermarket sales of salty snacks, by organic ingredients, at current prices, rolling 52- weeks ending Dec. 1, 2013 and Nov. 29, 2015
- Figure 83: Organic share of natural supermarket sales of salty snacks, by segment, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
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- Figure 84: Natural supermarket sales of salty snacks, by gluten-free labeling/certification, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
- Figure 85: Natural supermarket sales of salty snacks, by GMO ingredients, at current prices, rolling 52- weeks ending Dec. 1, 2013 and Nov. 29, 2015
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- Figure 86: Non-GMO share of natural supermarket sales of salty snacks, by segment, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
- Figure 87: Natural supermarket sales of salty snacks, by “natural” labeling or perception, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
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- Figure 88: “Natural” labeled/perceived share of natural supermarket sales of salty snacks, by segment, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
Appendix—Key Players
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- Figure 89: MULO sales of salty snacks, by leading companies, rolling 52 weeks 2014 and 2015
- Figure 90: MULO sales of cheese snacks, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 91: MULO sales of popcorn, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 92: MULO sales of pretzels, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 93: MULO sales of meat snacks, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 94: MULO sales of corn snacks, by leading companies and brands, rolling 52 weeks 2014 and 2015
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