Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Total market at a glance
- Private-label market performance
- Segment trends
- Potato chips
- Tortilla chips
- Snack nuts and seeds
- Popcorn
- Pretzels
- Cheese snacks
- Corn snacks
- “Other” salty snack
- Retail channel activity
- Brands vs. Private label
- Innovation bends toward savory/salty snacks
- Overall household usage
- Perception of quality
- Factors influencing purchase behavior
- Impact of race/Hispanic origin
Insights and Opportunities
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- Private-label salty snacks have a clear target
- Stores should use their natural advantages
- Salty snacks can be part of the meal
Inspire Insights
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- Brand review
- What’s it about?
- What we’ve seen
- Specifics
- Implications
- Trend: Premiumization and Indulgence
- What’s it about?
- What we’ve seen
- Specifics
- Implications
- Trend: Food Phobia
- What’s it about?
- What we’ve seen
- Specifics
- Implications
Market Size and Forecast
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- Key points
- Total salty snack market at highest point in six years
- All salty snacks—sales and forecast
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- Figure 1: FDMx sales and forecast of salty snacks, at current prices, 2004-14
- Figure 2: FDMx sales and forecast of salty snacks, at inflation-adjusted prices, 2004-14
- Sales of all salty snacks vs. private-label salty snacks
- Sales increases of private label are much more dramatic than the general category
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- Figure 3: FDMx sales and forecast of salty snacks, total vs private label, 2004-14
- Private-label salty snacks continue steady growth
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- Figure 4: FDMx sales and forecast of private-label salty snacks, at current prices, 2004-14
- Figure 5: FDMx sales of private-label salty snacks, at inflation-adjusted prices, 2004-14
Segment Performance—Overview
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- Key points
- Every private label segment posted gains in salty snacks
- Private label outperforms the market as a whole
- Private-label salty snacks sales, by segment
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- Figure 6: U.S. FDMx sales of private-label salty snacks, by segment, 2008 and 2009
Segment Performance—Potato Chips
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- Key points
- Private-label potato chip sales soar over past two years
- Private-label potato chips have outpaced the market consistently
- Potato chips sales
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- Figure 7: U.S. FDMx sales of potato chips, total vs. private label, 2004-09
Segment Performance—Tortilla Chips
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- Key points
- Private-label sales of tortilla chips show steady growth
- Private-label sales jump in 2009
- Sales of tortilla chips
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- Figure 8: U.S. FDMx sales of tortilla/tostada chips, total vs. private label, 2004-09
Segment Performance—Snack Nuts and Seeds
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- Key points
- Private label claims the biggest share of snack nuts
- Private label increases share and outpaces total market every year
- Snack nuts and seeds sales
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- Figure 9: U.S. FDMx sales of snack nuts/seeds/corn nuts, total vs. private label, 2004-09
Segment Performance—Popcorn
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- Key points
- Private-label popcorn sales growth outpaces total segment
- Recession puts pop in popcorn, especially private label
- Popcorn sales
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- Figure 10: U.S. FDMx sales of popcorn, total vs. private label, 2004-09
Segment Performance—Pretzels
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- Key point
- Private-label share of pretzels rising
- Pretzels sales
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- Figure 11: U.S. FDMx sales of pretzels, total vs. private label, 2004-09
Segment Performance—Cheese Snacks
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- Key points
- Cheese snacks a mixed bag for private label
- Cheese snacks surge in 2009, overall and in private label
- Cheese snacks sales
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- Figure 12: U.S. FDMx sales of cheese snacks, total vs. private label, 2004-09
Segment Performance—Corn Snacks (No Tortilla Chips)
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- Key points
- Corn chips not fruitful for private label
- 2009 shows big private-label increase
- Corn snacks (no tortilla chips) sales
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- Figure 13: U.S. FDMx sales of corn snacks (no tortilla chips), total vs. private label, 2004-09
Segment Performance—Other Salty Snacks
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- Key points
- “Other” increases sales like no other for private label
- Diversity and innovation key to success
- Other salty snacks sales
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- Figure 14: U.S. FDMx sales of other salty snacks, total vs. private label, 2004-09
Retail Channels
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- Key points
- Sales of private-label salty snacks enjoy consistent growth in both food stores and other outlets
- Channel sales and trends
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- Figure 15: FDMx sales of private-label salty snacks, by channel, 2004-09
Retail Channels—Food Retailers
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- Key points
- Food retailer sales of PL salty snacks leap in 2008-09
- Food retailer share remains weak
- Food retailers’ sales
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- Figure 16: Food retailers’ sales of private-label salty snacks, total vs. private label, 2004-09
Retail Channels—“Other” Retailers
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- Key points
- Private label in “other” FDMx stores shows stronger growth than the market in general
- Other retailers’ sales
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- Figure 17: Other retailers’ sales of private-label salty snacks, total vs. private label, 2004-09
Brands vs. Private Label—Overview
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- Key points
- Private label remains in second place
- PepsiCo dominates with famous brands
- Private label increases at highest rate
- Brand and private-label sales
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- Figure 18: U.S. FDMx top brands and private-label sales of salty snacks, 2008 and 2009
Brands vs. Private Label—Potato Chips
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- Key points
- Private-label potato chip sales fare well in the down economy
- Potato chip leader remains strong
- Pringles slips in sales
- Brand and private-label sales
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- Figure 19: U.S. FDMx top brands and private-label sales of potato chips, 2008 and 2009
- Trends in incidence of household potato chip brands usage
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- Figure 20: Incidence of household usage for top brands and private-label potato chips, 2004/05-2008/09
- Education impacts potato chip brands used
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- Figure 21: Incidence of household usage for top brands and private-label potato chips, by education, June 2009
Brands vs. Private Label—Tortilla Chips
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- Key points
- Private-label tortilla chips are small, but growing segment
- Tortilla category leader enjoys more than three quarters of the market
- Market share declines for top three brand companies, but not for private label
- Brand and private-label sales
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- Figure 22: U.S. FDMx top brands and private-label sales of tortilla chips, 2008 and 2009
- Trends in incidence of household corn/tortilla chips/cheese snacks brand usage
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- Figure 23: Incidence of household usage for top brands and private-label corn/tortilla chips/cheese snacks, 2004/05-2008/09
- Age impacts use of corn/tortilla chips/cheese snacks brands
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- Figure 24: Incidence of household usage for top brands and private-label corn/tortilla chips/cheese snacks, by age, June 2009
Brands vs. Private Label—Snack Nuts and Seeds
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- Key points
- Snack nuts and seeds are where private label shines
- Kraft shows declining sales in this segment
- Brand and private-label sales
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- Figure 25: U.S. FDMx top brands and private-label sales of snack nuts and seeds, 2008 and 2009
- Consumers show preferences for nut brands they use
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- Figure 26: Incidence of household usage for top brands and private-label nuts, 2006/07 and 2008/09
- Impact of age on brand usage of nuts for cooking and snacks
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- Figure 27: Incidence of household usage for top brands and private-label nuts, by age, June 2009
- Impact of household income on use of nuts for cooking and snacks
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- Figure 28: Incidence of household usage for top brands and private-label nuts, by household income, June 2009
Brands vs. Private Label—Popcorn
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- Key points
- Private-label popcorn gained market share
- Dark horses come from behind
- Brand and private-label sales
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- Figure 29: U.S. FDMx top brands and private-label sales of popcorn, 2008 and 2009
- Consumers show preferences for popcorn brands
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- Figure 30: Incidence of household usage for top brands and private-label popcorn products, 2004/05-2008/09
- Household size affects popcorn purchases
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- Figure 31: Incidence of household usage for top brands and private-label popcorn, by number of people in the household, June 2009
Brands vs. Private Label—Pretzels
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- Key points
- Private-label pretzels continue to gain sales
- Category leader keeps its pace
- Frito-Lay struggles in pretzels while other brands rise
- Brand and private-label sales
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- Figure 32: FDMx top brands and private-label sales of pretzels, 2008 and 2009
- Consumers indicate their pretzel brand preference
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- Figure 33: Incidence of household usage for top brands and private-label pretzels, 2004/05-2008/09
- Race/Hispanic origin indicates likelihood to purchase pretzels
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- Figure 34: Incidence of household usage for top brands and private-label pretzels, by race/Hispanic origin, June 2009
Brands vs. Private Label—Cheese Snacks
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- Key points
- Private-label cheese snacks barely inch up in market share
- Frito-Lay with its Cheetos runs the category, but with one surprise
- Brand and private-label sales
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- Figure 35: FDMx top brands and private-label sales of cheese snacks, 2008 and 2009
- Consumers, by household income, weigh in on cheese snack uses
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- Figure 36: Incidence of household usage for top brands and private-label corn/tortilla chips/cheese snacks, by household income, June 2009
Brands vs. Private Label—Corn Snacks (No Tortilla Chips)
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- Key points
- Private label plays a light role in corn snacks
- Fritos continues to reign
- Brand and private-label sales
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- Figure 37: FDMx top brands and private-label sales of corn snacks (no tortilla chips), 2008 and 2009
- Consumers, by race/Hispanic origin, show corn snack preferences
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- Figure 38: Incidence of household usage for top brands and private-label corn/tortilla chips/cheese snacks, by race/Hispanic origin, June 2009
Brands vs. Private Label—Other Salty Snacks
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- Key points
- Private label doesn’t show strong in broad “other” category
- PepsiCo’s innovation keeps it on top
- Brand and private-label sales
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- Figure 39: FDMx top brands and private-label sales of other salty snacks, 2008 and 2009
- Consumers, by education, indicate their favorite “other” salty snacks
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- Figure 40: Incidence of household usage for top brands and private-label corn/tortilla chips/cheese snacks, by education, June 2009
Innovation and Innovators—Brands vs. Private Label
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- Overview: Subcategory launches in private label mirror entire market
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- Figure 41: Total share of new product launches, by subcategory—all brands plus private label, 2005-09
- Figure 42: Total share of new product launches, by subcategory—private label only, 2005-09
- Savory/salty still top subcategory for launches, but share lags
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- Figure 43: Private-label share of new product launches, by subcategory, 2009
- PL salty snacks lag behind brands in health-related claims
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- Figure 44: Claims in new product launches, private label vs. all, 2009
- New private-label product introductions that mimic national brands
- With packaging
- With claims
- With heritage/ethnic feel
- New private-label product introductions that carry forward retailer themes
Salty Snack Purchase
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- Key points
- All salty snacks
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- Figure 45: Salty snacks bought in past month, by gender, December 2009
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- Figure 46: Salty snacks bought in past month, by age, December 2009
- Figure 47: Salty snacks bought in past month, by household income, December 2009
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- Figure 48: Salty snacks bought in past month, by presence and number of children in household, December 2009
- Overall purchase of store brand salty snacks
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- Figure 49: Incidence of purchase of private-label salty snacks, by gender, age and household income, December 2009
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- Figure 50: Incidence of purchase of private-label salty snacks, by marital status, number of people and children in household, December 2009
- Store brand purchase pattern
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- Figure 51: Pattern of store brand salty snacks purchase, by gender, December 2009
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- Figure 52: Pattern of store brand salty snacks purchase, by age, December 2009
- Figure 53: Pattern of store brand salty snacks purchase, by presence and number of children in household, December 2009
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- Figure 54: Pattern of store brand salty snacks purchase, by level of education, December 2009
Perception of Quality of Store Brand Salty Snacks
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- Key points
- Store brands win on quality perception
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- Figure 55: Perception of quality of store brand salty snacks, by gender, December 2009
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- Figure 56: Perception of quality of store brand salty snacks, by age, December 2009
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- Figure 57: Perception of quality of store brand salty snacks, by presence and number of children in household, December 2009
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- Figure 58: Perception of quality of store brand salty snacks, by level of education, December 2009
Reasons for Not Buying Store Brand Salty Snacks
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- Figure 59: Reasons for not buying store brand salty snacks, by age, December 2009
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Interest in New Brands of Salty Snacks
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- Key points
- High levels of contentment—but still interest in trying new
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- Figure 60: Interest in new brands of salty snacks, by age, December 2009
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- Figure 61: Interest in new brands of salty snacks, by household income, December 2009
- Figure 62: Interest in new brands of salty snacks, by presence and number of children in household, December 2009
Factors Influencing Purchase
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- Transfer of information about salty snacks with friends and family
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- Figure 63: Information exchange with family and friends about salty snacks, by age, December 2009
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- Figure 64: Information exchange with family and friends about salty snacks, by household income, December 2009
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- Figure 65: Information exchange with family and friends about salty snacks, by presence and number of children in household, December 2009
- Impact of green/environmental issues on salty snack purchase
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- Figure 66: Impact of green/environmental issues on salty snack purchase, by age, December 2009
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- Figure 67: Impact of green/environmental issues on salty snack purchase, by household income, December 2009
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- Figure 68: Impact of green/environmental issues on salty snack purchase, by presence and number of children in household, December 2009
Salty Snack Purchase Behavior
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- Figure 69: Salty snack purchase behavior, by type of snack, December 2009
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- Figure 70: Store brand salty snack household usage behavior, by item, by Mosaic group, June 2009
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Impact of Race/Hispanic Origin
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- Key points
- Salty snack purchase—all salty snacks
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- Figure 71: Salty snacks bought in past month, by Hispanic origin, December 2009
- Salty snack purchase—store brand salty snacks
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- Figure 72: Incidence of purchase of store brand salty snacks, by race/Hispanic origin, December 2009
- Perception of quality of store brand salty snacks
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- Figure 73: Perception of quality of store brand salty snacks, by Hispanic origin, December 2009
- Interest in new brands of salty snacks
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- Figure 74: Interest in new brands of salty snacks, by race/Hispanic origin, December 2009
- Transfer of information about salty snacks with friends and family
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- Figure 75: Information exchange with family and friends about salty snacks, by race/Hispanic origin, December 2009
- Impact of green/environmental issues on salty snack purchase
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- Figure 76: Impact of green/environmental issues on salty snack purchase, by race/Hispanic origin, December 2009
Custom Consumer Groups
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- Combined impact of children, gender and marital status
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- Figure 77: Incidence of purchase of store brand salty snacks, by gender and children and marital status with children, December 2009
- Those with children analyze their purchases/caught between price and quality
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- Figure 78: Pattern of store brand salty snack purchases, by gender and children in HH, December 2009
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- Figure 79: Interest and influences regarding new salty snack brands, by marital status and children in HH, December 2009
Cluster Analysis
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- Happy Savers
- Demographics
- Characteristics
- Opportunity
- Super Snackers
- Demographics
- Characteristics
- Opportunity
- Frugals
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 80: Private-label salty snack clusters, December 2009
- Figure 81: Salty snacks bought in past month, by private-label salty snack clusters, December 2009
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- Figure 82: Pattern of store brand salty snacks purchase, by private-label salty snack clusters, December 2009
- Figure 83: Perception of quality of store brand salty snacks, by private-label salty snack clusters, December 2009
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- Figure 84: Interest in new brands of salty snacks, by private-label salty snack clusters, December 2009
- Figure 85: Information exchange with family and friends about salty snacks, by private-label salty snack clusters, December 2009
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- Figure 86: Impact of green/environmental issues on salty snack purchase, by private-label salty snack clusters, December 2009
- Cluster demographics
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- Figure 87: Private-label salty snack clusters, by gender, December 2009
- Figure 88: Private-label salty snack clusters, by age, December 2009
- Figure 89: Private-label salty snack clusters, by household income, December 2009
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- Figure 90: Private-label salty snack clusters, by race, December 2009
- Figure 91: Private-label salty snack clusters, by Hispanic origin, December 2009
- Cluster methodology
Appendix: Trade Associations
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