Table of Contents
Executive Summary
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- The market
- Volume and value growth continue and the future looks rosy
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- Figure 1: Forecast of UK retail value sales of crisps, savoury snacks and nuts, 2014-24
- Potato-based and other snacks thrive, while popcorn’s value begins to decline
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- Figure 2: UK retail value sales of crisps, savoury snacks and nuts, by segment, 2018 and 2019
- Mealtime ‘snackification’ and ongoing concerns over sugar benefit the market
- Government’s initiatives to improve the nation’s health affect the market
- Public awareness of environmental impact of plastic increases
- Companies and brands
- Walkers’ core range suffers whilst its other lines, and own-label, see healthy growth
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- Figure 3: Leading brands’ shares in the UK crisps market, by value, 2018/19*
- Strong performances across some top brands and own-label in potato-based, baked and other snacks
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- Figure 4: Leading brands’ shares in the UK potato-based, baked and other snacks market, by value, 2018/19*
- A rise in protein claims, whilst L/N/R fat claims fall in new launches
- Brands improve the environmental credentials of their packaging
- Adspend reaches five-year high in 2019
- Walkers continues to lead in positive perceptions
- The consumer
- Crisps, savoury snacks and nuts usage is extremely high across all age groups
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- Figure 5: Types of crisps/crisp-style snacks eaten, October 2019
- Taste is the overriding priority for consumers; Millennials are most focused on health
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- Figure 6: Crisps, savoury snacks and nuts buying factors, October 2019
- Favourite flavour and brand are top factors when buying crisps for oneself
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- Figure 7: Factors considered most important in a crisp or crisp-style snack, October 2019
- High demand for more healthier options, yet scepticism lingers over reduced-salt varieties
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- Figure 8: Behaviours relating to crisps, savoury snacks and nuts, October 2019
- Palm oil is a turn-off; over half of users see the snacks as mood-boosting
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- Figure 9: Attitudes towards crisps, savoury snacks and nuts, October 2019
- What we think
Issues and Insights
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- Demand for healthier products within the category remains high
- The facts
- The implications
- ‘Positive nutrition’ NPD can capitalise on the ‘snackification’ of mealtimes
- The facts
- The implications
- Focus on ethical and environmental credentials can help brands distinguish themselves
- The facts
- The implications
The Market – What You Need to Know
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- Continuous volume and value growth over 2014-19
- A positive outlook for the category over the next five years
- Potato-based and other snacks thrive
- Nuts continue to benefit from health halo and rise in NPD
- Popcorn value begins to decline, while meat snacks continue to grow
- Mealtime ‘snackification’ and ongoing concerns over sugar benefit the market
- Government’s initiatives to improve the nation’s health affect the market
- Public awareness of environmental impact of plastic increases
Market Size and Forecast
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- Continuous volume and value growth over 2014-19
- Healthy innovation has supported growth
- The market also benefits from wider snacking trends
- A slowdown in growth in 2019
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- Figure 10: UK retail value and volume sales of crisps, savoury snacks and nuts, 2014-24
- Further volume growth ahead
- Embedded snacking culture and healthier NPD will support growth
- Growth of 15-24s and evenings in will benefit the category
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- Figure 11: Forecast of UK retail value sales of crisps, savoury snacks and nuts, 2014-24
- Figure 12: Forecast of UK retail volume sales of crisps, savoury snacks and nuts, 2014-24
- Forecast methodology
Market Segmentation
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- Potato-based and other snacks thrive
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- Figure 13: UK retail value sales of crisps, savoury snacks and nuts, by segment, 2014-19
- Figure 14: UK retail volume sales of crisps, savoury snacks and nuts, by segment, 2014-19
- Potato crisps/chips slip into decline
- Volume sales of baked snacks drop, but values return to growth
- Popcorn value begins to decline
- Meat snacks see healthy growth in value sales
- Nuts continue to benefit from health halo
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- Figure 15: UK retail value and volume sales of nuts, by sub-segment, 2017-19
Market Drivers
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- Snacking is entrenched in British habits, and encroaching upon mealtimes
- Meat snacks, nuts and high-protein savoury snacks benefit from enduring interest in protein
- National Food Strategy prompts calls for lower salt
- Calls for snacking to be banned on public transport
- Government proposes crackdown on ‘junk food’ promotions and advertising
- Parents have nutrition concerns within this category
- Public awareness of environmental impact of plastic increases
- Brands partner with TerraCycle to improve their environmentally friendly credentials
- Heavy flooding and Brexit could affect crisp prices in 2020
- Ageing population snack less but number of 15-24s set to increase
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- Figure 16: Trends in the age structure of the UK population, 2014-19 and 2019-24
- Uncertainty around Brexit and the economic outlook
Companies and Brands – What You Need to Know
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- Walkers’ core crisps range suffers whilst its other lines, and own-label, grow
- Strong performances across some top brands and own-label in potato-based, baked and other snacks
- Propercorn wins share in the popcorn segment
- A rise in protein claims, whilst L/N/R fat claims fall
- Seasonal launches see adventurous innovation
- McCoy’s and Pringles tap into the popularity of world cuisine
- Brands improve the environmental credentials of their packaging
- Advertising spend reaches five-year high in 2019
- Walkers continues to lead in positive perceptions
Market Share
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- Continued M&A activity in 2019
- Walkers’ core range suffers whilst its other lines see healthy growth
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- Figure 17: Leading brands’ sales and shares in the UK crisps market, by value and volume, 2017/18 and 2018/19
- Kettle feels the pressure
- McCoy’s retains second place in crisps
- Seabrook enjoys value growth
- Strong performances across some top brands and own-label in potato-based, baked and other snacks
- Hula Hoops enjoys strong value and volume growth
- Pringles boosted by new launch activity
- Most of Walkers’ brands grow in potato-based, baked and other snacks
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- Figure 18: Leading brands’ sales and shares in the UK potato-based, baked and other snacks market, by value and volume, 2017/18 and 2018/19
- Butterkist sales stabilise
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- Figure 19: Leading brands’ sales and shares in the UK popcorn market, by value and volume, 2017/18 and 2018/19
- Own-label remains market leader in nuts
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- Figure 20: Leading brands’ sales and shares in the UK nuts market, by value and volume, 2017/18 and 2018/19
- Peperami and Fridge Raiders continue to dominate meat snacks
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- Figure 21: Leading brands’ sales and shares in the UK meat snacks market, by value and volume, 2017/18 and 2018/19
Launch Activity and Innovation
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- A rise in protein claims
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- Figure 22: Share of new product launches in the UK crisps, savoury snacks and nuts market, by top 20 claims, 2015-19 (sorted by 2019)
- Figure 23: Savoury snack launches with an emphasis on protein, 2019
- Growth in fibre claims…
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- Figure 24: Brave Sweet Chilli Flavoured Roasted Chickpeas, 2019
- Packaging revamp for KP highlights protein and fibre
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- Figure 25: New pack design for KP Nuts, 2019
- Graze extends Crunch range
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- Figure 26: Graze Lightly Sea Salted Crunch, 2019
- …whilst L/N/R fat and calorie claims fall
- Walkers extends Oven Baked range to include vegetable crisps
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- Figure 27: Walkers Oven Baked with Veg, 2019
- Just 3% of launches carried L/N/R calorie claims in 2019
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- Figure 28: Share of new product launches in the crisps, savoury snacks and nuts market featuring high/added fibre, L/N/R fat, high/added protein and L/N/R calorie claims, 2015-19
- Propercorn extends into lentil chips with less than 100 calories
- Sainsbury’s ‘Taste of the Future’ helps emerging snack brands get a foothold
- Innovation using more unusual base ingredients continues
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- Figure 29: Not Corn Sweet & Salty Popped Sorghum, 2019
- Popped lotus seeds have burst onto the snacking scene
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- Figure 30: Guruji Salt & Cacao Popped Lotus Seeds, 2019
- Nairn’s diversifies into popped snacks
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- Figure 31: Nairn’s Pop Oats Sour Cream & Chive Popped Oat Snacks, 2018
- Walkers unveils Hint of Salt line
- Brands improve the environmental credentials of their packaging
- Smaller brands explore greener materials
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- Figure 32: Just Natural Organic Blanched Almonds with compostable packaging, 2019
- Figure 33: Two Farmers Salt & Cider Vinegar Herefordshire Hand-Cooked Crisps, 2019
- Figure 34: Natural Selection Raw Crunchy Cashew Nuts, 2020
- Graze sets out an ambitious plastic reduction plan
- Brands respond to food waste
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- Figure 35: Savoury snack launches with an emphasis on tackling food waste, 2019
- Meat snacks see a rise in NPD…
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- Figure 36: Recent meat snack launches, 2019
- ...and vegan jerky alternatives start appearing on shelves
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- Figure 37: Examples of vegan jerky, 2019
- Walkers adds to the Max range
- Seasonal launches see adventurous innovation
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- Figure 38: Examples of seasonal launches, 2019
- International flavours continue to attract NPD
- Retailers look to world flavours in their premium ranges
- International snack and dip products emerge
- KP Snacks responds to popularity of Mexican flavours with McCoy’s Muchos
- Pringles launches Rice Fusions
- Shoppers poll chooses new Pringles Piri Piri flavour
- Old El Paso launches Tortilla Bowl format
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- Figure 39: Old El Paso Tortilla Bowls with Sea Salt, 2019
- Danone launches an allergy-friendly kids’ range
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- Figure 40: Marty’s Barbeque popped Chickpea Chips, 2019
- Innovation in ‘savoury’ snacks
Advertising and Marketing Activity
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- TV advertising loses spend, digital and cinema
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- Figure 41: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by media channel, 2015-19
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- Figure 42: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by advertiser, 2015-19
- Walkers enlists the Spice Girls to kick off ‘Too Good to Share’…
- …maintaining the message throughout its campaigns
- Walkers spends big on Mariah Carey for Christmas
- Pringles marks new launch with £3 million campaign
- Peperami supports repositioning with seven-figure marketing campaign
- KP Snacks supports Tyrrells with “Tyrrellbly Tyrrellbly tasty” campaign
- KP partners with Movember to raise awareness for men’s health
- KP Snacks makes significant investment in Flavarings
- Flavour calls for McCoy’s Muchos
- Butterkist campaign encourages consumers to ‘get things popping’
- Criticism of cricket tournament for KP Snacks sponsorship
- Graze goes big on advertising
Brand Research
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- Brand map
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- Figure 43: Attitudes towards and usage of selected brands, December 2019
- Key brand metrics
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- Figure 44: Key metrics for selected brands, December 2019
- Brand attitudes: Walkers sets itself apart on positive perceptions
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- Figure 45: Attitudes, by brand, December 2019
- Brand personality: Pringles wins on the fun factor
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- Figure 46: Brand personality – macro image, December 2019
- Walkers is the most traditional, family-friendly brand
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- Figure 47: Brand personality – micro image, December 2019
The Consumer – What You Need to Know
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- Usage is extremely high across all age groups
- Crisps and crisp-style snacks enjoy most frequent usage in the market
- Taste is the overriding priority for consumers
- Millennials are most focused on the healthiness of savoury snacks
- High demand for more healthier options for adults and children…
- …but consumers are sceptical of reduced-salt varieties
- More vegan options interest nearly half of 16-34s
- Palm oil puts 48% of users off snacks
- Over half of users see the snacks as mood-boosting
- ‘Snackification’ of mealtimes provides opportunities for high-protein NPD
Usage of Crisps, Savoury Snacks and Nuts
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- Usage is extremely high across all age groups
- Young women have the broadest repertoires
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- Figure 48: Repertoire of types of crisps, savoury snacks and nuts eaten, October 2019
- Crisps enjoy greatest popularity
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- Figure 49: Percentage of different types of crisps/crisp-style snacks eaten, October 2019
- Nuts benefit from health halo
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- Figure 50: Types of nuts eaten, October 2019
- Meat snacks and popcorn enjoy highest popularity amongst 16-24s
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- Figure 51: Types of other savoury snacks eaten, October 2019
- Baked savoury snacks’ popularity demonstrates interest in healthier options
- Over a third choose hand-cooked snacks
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- Figure 52: Types of snacks eaten, October 2019
Frequency of Eating Crisps, Savoury Snacks and Nuts
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- Crisps and crisp-style snacks enjoy most frequent usage
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- Figure 53: Frequency of eating crisps, savoury snacks and nuts, October 2019
- Popcorn fails to carve a place as a daily snack
- Nuts buck trend of other subcategories’ youth bias in usage frequency
Crisps, Savoury Snacks and Nuts Choice Factors
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- Taste is the overriding priority for consumers
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- Figure 54: Crisps, savoury snacks and nuts choice factors, October 2019
- Only a third prioritise healthiness
- Millennials are most focused on how healthy their savoury snacks are
- Price is less important than taste
- Ethical and environmental considerations aren’t a huge priority…
- …but a proactive approach can nonetheless garner interest and create standout
- Favourite flavour and brand are top factors when buying crisps for oneself
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- Figure 55: Factors considered most important in a crisp or crisp-style snack, October 2019
- Opportunity for new twists on favourite flavours
Behaviours Relating to Crisps, Savoury Snacks and Nuts
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- High demand for more healthier options for adults
- Alternative base ingredients hold potential
- A rounded better-for-you proposition is needed
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- Figure 56: Behaviours relating to crisps, savoury snacks and nuts, October 2019
- Three in four parents think there should be more healthier snacks for children
- Consumers sceptical of reduced-salt varieties
- More vegan options interest nearly half of 16-34s
- Palm oil puts 48% of users off snacks
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- Figure 57: Brave Dark Chocolate Flavoured Roasted Chickpeas back packaging detail, 2019
- Local ingredients would be popular with over half of consumers
Attitudes towards Crisps, Savoury Snacks and Nuts
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- Over half of users see the snacks as mood-boosting
- Scope to further build on feelgood connotations
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- Figure 58: Attitudes towards crisps, savoury snacks and nuts, October 2019
- ‘Snackification’ of mealtimes provides opportunities for high-protein NPD
- Interest in organic options is high
- Snacks play a significant role in Big Night In
Appendix – Data Sources, Abbreviations, and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 59: Total UK retail value sales of crisps, savoury snacks and nuts, best- and worst-case forecast, 2019-24
- Figure 60: Total UK retail volume sales of crisps, savoury snacks and nuts, best- and worst-case forecast, 2019-24
Appendix – Market Share
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- Figure 61: Leading manufacturers’ sales and shares in the UK crisps market, by value and volume, 2017/18 and 2018/19
- Figure 62: Leading manufacturers’ sales and shares in the UK potato-based, baked and other snacks market, by value and volume, 2017/18 and 2018/19
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- Figure 63: Leading manufacturers’ sales and shares in the UK popcorn market, by value and volume, 2017/18 and 2018/19
- Figure 64: Leading manufacturers’ sales and shares in the UK nuts market, by value and volume, 2017/18 and 2018/19
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- Figure 65: Leading manufacturers’ sales and shares in the UK meat snacks market, by value and volume, 2017/18 and 2018/19
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Appendix – Launch Activity and Innovation
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- Figure 66: Share of product launches in the UK crisps, savoury snacks and nuts market, by sub-segment, 2015-19 (sorted by 2019)
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Appendix – Advertising and Marketing Activity
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- Figure 67: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by advertiser, 2015-19
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Appendix – Brand Research
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- Pringles user profile
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- Figure 68: User profile of Pringles, December 2019
- Walkers user profile
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- Figure 69: User profile of Walkers, December 2019
- Tyrrells user profile
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- Figure 70: User profile of Tyrrells, December 2019
- Doritos user profile
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- Figure 71: User profile of Doritos, December 2019
- Kettle user profile
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- Figure 72: User profile of Kettle, December 2019
- McCoy’s user profile
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- Figure 73: User profile of McCoy’s, December 2019
- Popchips user profile
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- Figure 74: User profile of Popchips, December 2019
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