Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Total US sales and fan chart forecast of salty snacks, at current prices, 2015-25
- Impact of COVID-19 on salty snacks
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on salty snacks, July 2020
- Issues
- Concern with salt and calories shows persistence of health-related factors
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- Figure 3: Reasons for eating salty snacks less often, January 2021
- Bulk of consumption increase was situational; brands must prove wider worth mic
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- Figure 4: Reasons for eating salty snacks more often, January 2021
- Opportunities
- Engaging key consumer groups, particularly men, young adults, and parents
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- Figure 5: Change in salty snack consumption – More often, by key demographics, January 2021
- Opportunities lie in flavor innovation and in BFY product lines
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- Figure 6: Important salty snack attributes, January 2021
The Market – Key Takeaways
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- Salty snacks post gains in 2020
- Six major segments comprise diverse market
- Supermarkets and “other” channels make gains, convenience falls flat
- Demand is high for salty snacks, but competition stiff
- Interest in weight loss and wellness drive demand for BFY snacks
Market Size and Forecast
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- Salty snacks see moderate growth during the pandemic
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- Figure 7: Total US sales and fan chart forecast of salty snacks, at current prices, 2015-25
- Figure 8: Total US sales and forecast of salty snacks, at current prices, 2015-25
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- Figure 9: Total US sales and forecast of salty snacks, at inflation-adjusted prices, 2015-25
- Impact of COVID-19 on salty snacks
Segment Performance
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- Six major segments comprise diverse salty snack market
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- Figure 10: share of salty snack market, by segment, 2020
- Demand for protein boosted meat snacks
- Cheese snack performance is a win for indulgence, but not a complete loss for health
- At-home entertainment drives demand for popcorn
- Pretzels benefit from nostalgic appeal, see sales climb during pandemic
- The corn snacks segment needs a strong innovator
- “Other” salty snacks continue to build share
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- Figure 11: Total US retail sales and forecast of salty snacks, by segment, at current prices, 2015-25
- Convenience store sales of salty snacks sag in 2020
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- Figure 12: Total US retail sales of salty snacks, by channel, at current prices, 2015-20
Market Factors
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- Demand is high for snacks, but competition stiff in crowded category
- Uncertain economy will drive importance of value
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- Figure 13: US unemployment, January 2019-December 2020
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- Figure 14: US Consumer Confidence, January 2019-January 2021
- Interest in weight loss and wellness drives demand for BFY snacks
- Interest in plant-based protein a positive driver for “other” salty snacks
- Demographic trends will shape opportunities for salty snacks
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- Figure 15: US population by generation, 2015-25
- Figure 16: Population by race and Hispanic origin, 2016-24
Companies and Brands – Key Takeaways
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- PepsiCo maintains dominance and grows share during pandemic
- Popcorn and cheese snack brands big and small post big gains
- Pretzel rebound helped along by monumental growth of Dot’s
- “Other” salty snacks embrace BFY fare as well as popular pork rinds
Market Share
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- PepsiCo commands nearly half of MULO salty snacks market
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- Figure 17: Multi-outlet sales of salty snacks, by leading companies, 52 weeks ending December 27, 2020
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- Figure 18: MULO sales of salty snacks, by company, rolling 52-weeks 2019 and 2020
Competitive Strategies
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- Smaller meat snacks brands continue to steal share from leader
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- Figure 19: Multi-outlet sales of meat snacks, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Meat snacks launches exhibit sophisticated variations in niche, high-end jerkies
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- Figure 20: Meat snack launches, by leading flavors, 2018-20
- Cheese snacks benefited from familiarity and, to a lesser extent, health
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- Figure 21: Multi-outlet sales of cheese snacks, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 22: Cheese snack launches, by leading flavors, 2018-20
- Popcorn sales soar with rise in at-home movie watching
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- Figure 23: Multi-outlet sales of popcorn, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 24: popcorn launches, by leading flavors, 2018-20
- Pretzels see sales rebound with familiar brands and innovative formats
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- Figure 25: Multi-outlet sales of pretzels, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 26: pretzel launches, by leading flavors, 2018-20
- Smaller PepsiCo brands see strongest corn snack growth
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- Figure 27: Multi-outlet sales of corn snacks, by leading companies and brands, rolling 52 weeks 2019 and 2020
- PepsiCo builds share as “other” salty snack leader
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- Figure 28: Multi-outlet sales of other salty snacks, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 29: “Other” snack launches, by leading flavors, 2018-20*
Market Opportunities
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- Classic flavors and traditional favorites are foundational to appeal
- International flavors key to Gen Z reach and introduces adult sophistication
- Appeal to parents and kids with playful packaging and holiday specials
- Cater to convenience, experience online
The Consumer – Key Takeaways
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- 94% of US households consume salty snacks
- A third of salty snacks eaters increased consumption frequency in 2020
- Afternoon and evenings are key times for snacking
- Supermarkets are leading channel, but online purchase grows
- Price is prime, followed by brand and flavor
Salty Snack Purchase
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- Salty snacks present in virtually all US households
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- Figure 30: Salty snack purchase, January 2021
- Net penetration up slightly from January 2020
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- Figure 31: Salty snack purchase, January 2020 vs January 2021
- Men overindex in meat snack purchase, women select healthy-focused, alternative options
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- Figure 32: Salty snack purchase, by gender, January 2021
- Consumption tapers off among those aged 55+ for many salty snacks
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- Figure 33: Salty snack purchase, by age, January 2021
- Higher earning households consume a wider range of salty snacks
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- Figure 34: Salty snack purchase, by household income, January 2021
- Parents comprise a key demographic, eager for a range of snacks
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- Figure 35: Salty snack purchase – by parental status, January 2021
Reasons for Salty Snack Consumption
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- Pleasure positioning should be emphasized
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- Figure 36: Reasons for salty snack consumption, January 2021
- Cravings are a strong driver for women, men seek practical outcomes
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- Figure 37: Reasons for salty snack consumption, by gender, January 2021
- Mood boosting and time savings are key messages to parents
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- Figure 38: Reasons for salty snack consumption, by parental status, January 2021
Change in Salty Snack Consumption
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- A third of salty snacks eaters increased consumption in the past year
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- Figure 39: Change in salty snack consumption, January 2021
- Key groups increasing usage include men, young adults and parents
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- Figure 40: Change in salty snack consumption, by key demographics, January 2021
- Spending more time at home and snacking more drive the increase
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- Figure 41: Reasons for eating more salty snacks, January 2021
- Parents cite an especially wide range of reasons for more snacking
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- Figure 42: Reasons for eating salty snacks more often, by parental status, January 2021
- Salt, calories and reduced snacking are top reasons for cutting back
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- Figure 43: Reasons for eating fewer salty snacks, January 2021
Salty Snack Consumption Occasions
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- Category excels for snacking, later in the day, at home, alone
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- Figure 44: Salty snack consumption occasions, January 2021
- Younger consumers are targets for on-the-go and morning consumption
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- Figure 45: Salty snack consumption occasions, by age, January 2021
- Parents consume more snacks on the go and with others
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- Figure 46: Salty snack consumption occasions, by parental status, January 2021
Salty Snack Purchase Location
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- Supermarkets lead, but online retailers see jump in usage
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- Figure 47: Salty snack purchase location, January 2020 and January 2021
- Meat snacks and filled pretzels sought through wider range of retailers
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- Figure 48: Salty snack purchase location, by salty snack purchase, January 2021
- Convenience supports on-the-go consumption for young shoppers
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- Figure 49: Salty snack purchase location, by age, January 2021
- Preference for convenience, makes parents a target for online sales
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- Figure 50: Salty snack purchase location, by parental status, January 2021
Important Salty Snack Attributes
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- Price is prime, followed by brand and flavor
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- Figure 51: Important salty snack attributes, January 2021
- Innovation appeals to filled pretzel buyers; health is key for “other” salty snack shoppers
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- Figure 52: Important salty snack attributes, by salty snack purchase, January 2021
- Don’t tell women it’s healthy, show them
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- Figure 53: Important salty snack attributes, by gender, January 2021
- Value is key to younger shoppers; older shoppers scrutinize ingredients
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- Figure 54: Important salty snack attributes, by age January 2021
- Flavor, health and convenience all play a role in parents’ decisions
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- Figure 55: Important salty snack attributes, by parental status, January 2021
Salty Snack Associations
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- Planned purchase gains on impulsivity in the wake of COVID-19
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- Figure 56: Attributes associated with salty snacks -- planned or impulse purchase, by segment, January 2021
- Meat snacks underperform other segments on some positive sentiments
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- Figure 57: Attributes associated with salty snacks – general, by segment, January 2021
- “Other” salty snacks crack the nutrition code
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- Figure 58: Attributes associated with salty snacks – health, by segment, January 2021
- Room to expand microwavable popcorn flavor variety
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- Figure 59: Attributes associated with salty snacks, by popcorn, January 2021
- Filled pretzels sacrifice texture for indulgence
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- Figure 60: Attributes associated with salty snacks - various, by pretzels, January 2021
- Cheese snacks perform well for taste, struggle with salt and carbs
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- Figure 61: Attributes associated with salty snacks, by cheese snacks, January 2021
- Veggies snacks best positioned to marry health and indulgence
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- Figure 62: Attributes associated with salty snacks, by “other” salty snacks, January 2021
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 63: Total US retail sales and forecast of meat snacks, at current prices, 2015-25
- Figure 64: Total US retail sales and forecast of meat snacks, at inflation-adjusted prices, 2015-25
- Figure 65: Total US retail sales and forecast of popcorn, at current prices, 2015-25
- Figure 66: Total US retail sales and forecast of popcorn, at inflation-adjusted prices, 2015-25
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- Figure 67: Total US retail sales and forecast of cheese snacks, at current prices, 2015-25
- Figure 68: Total US retail sales and forecast of cheese snacks, at inflation-adjusted prices, 2015-25
- Figure 69: Total US retail sales and forecast of pretzels, at current prices, 2015-25
- Figure 70: Total US retail sales and forecast of pretzels, at inflation-adjusted prices, 2015-25
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- Figure 71: Total US retail sales and forecast of corn snacks, at current prices, 2015-25
- Figure 72: Total US retail sales and forecast of corn snacks, at inflation-adjusted prices, 2015-25
- Figure 73: Total US retail sales and forecast of other salty snacks, at current prices, 2015-25
- Figure 74: Total US retail sales and forecast of other salty snacks, at inflation-adjusted prices, 2015-25
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Appendix – Retail Channels
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- Figure 75: US supermarket sales of salty snacks, at current prices, 2015-20
- Figure 76: US convenience store sales of salty snacks, at current prices, 2015-20
- Figure 77: US sales of salty snacks through other retail channels, at current prices, 2015-20
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