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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- Overview
- The market
- Chips, popcorn, nuts, and dips category to reach $28.6 billion in 2018
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- Figure 1: Total US sales and fan chart forecast of chips, popcorn, nuts, and dips, at current prices, 2008-18
- Potato chips remain most popular, nuts and trail mix experience largest growth
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- Figure 2: Total US retail sales of chips, popcorn, nuts, and dips, by segment, at current prices, 2011 and 2013
- Market factors
- Increased snacking occasions, changing US demographics most influential
- Key players
- PepsiCo continues to dominate across snack segments
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- Figure 3: MULO sales of chips, nuts, popcorn, and dips, by leading companies, rolling 52 weeks 2013
- The consumer
- Potato chips most popular, healthier versions less appealing
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- Figure 4: Household snack purchases, top five, October-November 2013
- Increased snacking occasions, health perceptions, largest purchase influences
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- Figure 5: Change in salty snack purchases – Amount purchased, October-November 2013
- Price, packaging most important factors when purchasing
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- Figure 6: Important factors when purchasing salty snacks, Top five, October-November 2013
- Natural, reduced claims most important
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- Figure 7: Important attributes when purchasing salty snacks, by gender, Top Five, October-November 2013
- Attitudes related to health, brand strongest among consumers
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- Figure 8: Agreement with attitudes toward salty snacks, top five, October-November 2013
- What we think
Issues and Insights
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- What will be the impact of increased snacking occasions?
- Issues
- Insight: Tailor snacks with packaging and nutritional attributes to meet consumer needs
- Should manufacturers continue developing BFY snacks?
- Issues
- Insight: Consumers still want healthy and indulgent snack options
- How will changing US demographics impact the category?
- Issues
- Insight: The increasing presence of ethnic groups will be key for innovation
Trend Applications
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- Trend: Transumers
- Trend: Minimize Me
- Mintel Futures: Brand Intervention
Market Size and Forecast
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- Key points
- Recessionary resilience and sustainable growth
- Sales and forecast of chips, popcorn, nuts, and dips
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- Figure 9: Total US retail sales and forecast of chips, popcorn, nuts, and dips, at current prices, 2008-18
- Figure 10: Total US retail sales and forecast of chips, popcorn, nuts, and dips, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 11: Total US sales and fan chart forecast of chips, popcorn, nuts, and dips, at current prices, 2008-18
Market Drivers
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- Key points
- All-day snacking trumps three-a-day meals
- Changing US demographics will shake up the category
- Diversified product lines improve health-related snack perceptions
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- Figure 12: Reason for purchasing more salty snacks, October-November 2013
Competitive Context
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- Key points
- A snacking mentality means everything’s a snack
- Foodservice items heat up the snack competition
Segment Performance
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- Key points
- Potato chips maintain their market share, nuts gain traction
- Sales of chips, popcorn, nuts, and dips, by segment
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- Figure 13: Total US retail sales of chips, popcorn, nuts, and dips, by segment, at current prices, 2011 and 2013
- Potato chips continue to thrive but must innovate with alternate bases
- Sales and forecast of potato chips
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- Figure 14: Total US retail sales and forecast of potato chips at current prices, 2008-18
- Slower tortilla chips growth likely from healthy snack competition
- Sales and forecast of tortilla chips
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- Figure 15: Total US retail sales and forecast of tortilla chips at current prices, 2008-18
- RTE and bold, unique flavors popping up
- Sales and forecast of popcorn
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- Figure 16: Total US retail sales and forecast of popcorn at current prices, 2008-18
- Snackers go nuts for nuts
- Sales and forecast of nuts and trail mixes
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- Figure 17: Total US retail sales and forecast of nuts and trail mixes at current prices, 2008-18
- Alternate bases to help boost dips segment
- Sales and forecast of dips
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- Figure 18: Total US retail sales and forecast of dips at current prices, 2008-18
Retail Channels
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- Key points
- Supermarkets, other channels represent largest market share
- Sales of chips, popcorn, nuts, and dips, by channel
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- Figure 19: Sales of chips, popcorn, nuts, and dips, by channel, 2011 and 2013
- Volatile growth among grocery channels
- Supermarket sales of chips, popcorn, nuts, and dips
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- Figure 20: US supermarket sales of chips, popcorn, nuts, and dips, at current prices, 2008-13
- Greater drug store growth potential with dietary-based snacks
- Drug store sales of chips, popcorn, nuts, and dips
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- Figure 21: US drug store sales of chips, popcorn, nuts, and dips, at current prices, 2008-13
- Supercenters and convenience stores boost sales
- Other retail channel sales of chips, popcorn, nuts, and dips
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- Figure 22: US sales of chips, popcorn, nuts, and dips, through other retail channels, at current prices, 2008-13
- Retail Channels – Natural Supermarkets
- Natural channel sales of chips, popcorn, nuts, and dips, by segment
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- Figure 23: US natural channel sales of chips, popcorn, nuts, and dips, at current prices, 2011-13
Leading Companies
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- Key points
- Cross-category innovation allows PepsiCo to dominate
- Nut manufacturers see largest sales gains
- Manufacturer sales of chips, nuts, popcorn, and dips
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- Figure 24: MULO sales of chips, nuts, popcorn, and dips, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Potato Chips
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- Key points
- Minimal competition for PepsiCo brands
- Manufacturer sales of potato chips
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- Figure 25: MULO sales of potato chips, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Tortilla Chips
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- Key points
- Tostitos, Doritos brands drive segment growth
- Manufacturer sales of tortilla chips
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- Figure 26: MULO sales of tortilla chips, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Popcorn
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- Key points
- ConAgra pops up convenience
- Interest in RTE popcorn surges
- Manufacturer sales of popcorn
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- Figure 27: MULO sales of popcorn, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Nuts and Trail Mixes
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- Key points
- Consumers go nuts for Kraft, private label
- Manufacturer sales of nuts and trail mixes
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- Figure 28: MULO sales of snack nuts and trail mixes, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Dips
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- Key points
- Cross-category dips help PepsiCo maintain its market share
- Kraft sales dip downward
- Manufacturer sales of dips
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- Figure 29: MULO sales of dips, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Nuts, corn snacks lead in new launches
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- Figure 30: Product launches, by subcategory, December 2012-October 2013
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- Figure 31: Number of product launches, by launch type, December 2012-October 2013
- Frito-Lay, supermarket brands develop most new products
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- Figure 32: Product launches, by company (Top 10), December 2012-October 2013
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- Figure 33: Product launches, by private label, December 2012-October 2013
- Health-based claims most common
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- Figure 34: Top 10 new product claims, December 2012-October 2013
- New bases provide functional benefits
- Traditional snack flavors most popular, ethnic flavors popping up
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- Figure 35: Top 10 flavors, by new products, December 2012-October 2013
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- Figure 36: Household potato chip flavor preferences, by age, May 2012-June 2013
Marketing Strategies
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- Overview of the brand landscape
- Theme: Health
- Nut ads downplay fat, highlight protein, fiber, and more
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- Figure 37: California Almonds Print Ad, June 2013
- Figure 38: California Almond Board eStore, December 2013
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- Figure 39: California Almond Board Twitter Chat Promotion, December 2013
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- Figure 40: California Almonds YouTube Video, “Crunch On,” 2013
- Popcorn, Indiana gets FIT
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- Figure 41: Popcorn, Indiana FIT Across America Tour in Dallas, Texas, July 2013
- Theme: Flavor
- Kettle Brand flavors span traditional to innovative
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- Figure 42: Kettle Brand Beer Pairing Guide, December 2013
- Pringles offers a “tasty twist on tradition” with holiday flavors
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- Figure 43: Pringles Pecan Pie Print Ad, Dec. 6, 2013
- Theme: Fun
- Wonderful Pistachios gets by with a little help from its friends
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- Figure 44: Wonderful Pistachios YouTube Video, “Get Crackin’ with Dennis Rodman,” 2013
Social Media – Chips, Popcorn, Nuts, and Dips
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- Key points
- Key social media metrics
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- Figure 45: Key social media indicators, Dec. 2, 2013-Dec. 1, 2013
- Market overview
- Brand usage and awareness
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- Figure 46: Brand usage and awareness of chips, nuts, popcorn, and dips brands, November 2013
- Interaction with brands
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- Figure 47: Interaction with chips, nuts, popcorn, and dips brands, November 2013
- Online conversations
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- Figure 48: Lay’s discussion topics, Dec. 2, 2012-Dec. 1, 2013
- Figure 49: Selected popchips Twitter mentions, June 12, 2013
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- Figure 50: Online mentions, selected chips, nuts, popcorn, and dips brands, Dec. 2, 2012-Dec. 1, 2013
- Where are people talking about chips, popcorn, nuts, and dip brands?
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- Figure 51: Mentions by page type, selected chips, nuts, popcorn, and dip brands, Dec. 2, 2012-Dec. 1, 2013
- What are people talking about online?
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- Figure 52: Mentions by topic of conversation, Dec. 2, 2012-Dec. 1, 2013
- Brand analysis
- Lay’s
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- Figure 53: Lay’s key social media indicators, November 2013
- Tostitos
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- Figure 54: Tostitos key social media indicators, November 2013
- popchips
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- Figure 55: popchips key social media indicators, November 2013
- Planters
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- Figure 56: Planters key social media indicators, November 2013
- Pop Secret
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- Figure 57: Pop Secret key social media indicators, November 2013
- Emerald Nuts
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- Figure 58: Emerald Nuts key social media indicators, November 2013
Household Snack Purchases
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- Key points
- Chips, nuts most purchased, healthier alternatives less popular
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- Figure 59: Household snack purchases October-November 2013
- Younger consumers more likely to purchase a variety of snacks
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- Figure 60: Household snack purchases, by age, October-November 2013
- Figure 61: Repertoire of household snack consumption, by age, October-November 2013
- Households with children over index in salty snack purchases
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- Figure 62: Household snack purchases, by presence of children in household, October-November 2013
Important Factors
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- Key points
- Younger snackers seek flavor, variety
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- Figure 63: Important factors when purchasing salty snacks, by age, October-November 2013
- Packaging, flavor important to households with children
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- Figure 64: Important factors when purchasing salty snacks, by presence of children in household, October-November 2013
Important Attributes
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- Key points
- Healthy attributes less important to men
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- Figure 65: Important attributes when purchasing salty snacks, by gender, October-November 2013
- Boomers most interested in slimming snack claims
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- Figure 66: Important attributes when purchasing salty snacks, by generations, October-November 2013
- Snack fanatics attracted to natural, functional foods
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- Figure 67: Important attributes when purchasing salty snacks, by purchasing habits of salty snacks (eg chips, popcorn, nuts) and/or dips, October-November 2013
Purchase Motivations
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- Key points
- Millennials buy snacks for specific occasions
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- Figure 68: Reasons for purchasing salty snacks, by generations, October-November 2013
Change in Purchases
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- Key points
- 25-34s purchasing more salty snacks over past year, trading up
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- Figure 69: Change in salty snack purchases— Amount purchased, by age, October-November 2013
- Figure 70: Change in salty snack purchases—Type purchased, by age, October-November 2013
- Increased variety, snacking occasions boost purchases
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- Figure 71: Reason for purchasing more salty snacks, by generations, October-November 2013
- Health biggest reason for fewer snack purchases
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- Figure 72: Reason for purchasing less salty snacks, October-November 2013
Attitudes toward Salty Snacks
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- Key points
- Snack enthusiasts more adventurous, price sensitive
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- Figure 73: Agreement with attitudes toward salty snacks, by purchasing habits of salty snacks (eg chips, popcorn, nuts) and/or dips, October-November 2013
Race and Hispanic Origin
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- Key points
- Blacks more likely to have purchased BFY chips
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- Figure 74: Household snack purchases—Personal, by race/Hispanic origin, October-November 2013
- Packaging, health claims more important to Hispanics
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- Figure 75: Important factors when purchasing salty snacks, by race/Hispanic origin, October-November 2013
- Figure 76: Important attributes when purchasing salty snacks, by race/Hispanic origin, October-November 2013
- Blacks purchase snacks for specific occasions
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- Figure 77: Reasons for purchasing salty snacks, by race/Hispanic origin, October-November 2013
- Whites least likely to be purchasing more snacks this year
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- Figure 78: Change in salty snack purchases—Amount purchased, by race/Hispanic origin, October-November 2013
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- Figure 79: Change in salty snack purchases—Type purchased, by race/Hispanic origin, October-November 2013
- Brand loyalty most important to Blacks
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- Figure 80: Agreement with attitudes toward salty snacks, by race/Hispanic origin, October-November 2013
Appendix – Market Drivers
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- Health and lifestyle
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- Figure 81: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
- Childhood and teen obesity – highest in decades
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- Figure 82: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Consumer confidence
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- Figure 83: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 84: US Unemployment Rate, by month, 2002-13
- Figure 85: US unemployment and underemployment rates, 2007-13
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- Figure 86: Number of employed civilians in US, in thousands, 2007-13
- Retail channels
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- Figure 87: Distribution of expenditures on food for off-premise consumption, by channel, 2008-12
- Racial, ethnic population growth
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- Figure 88: US population by race and Hispanic origin, 2009, 2014, and 2019
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- Figure 89: Households with children, by race and Hispanic origin of householder, 2013
- Shifting US demographics
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- Figure 90: US population, by age, 2009-19
- Figure 91: US households, by presence of own children, 2003-13
Appendix – Other Useful Consumer Tables
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- Figure 92: Household snack purchases, by race/Hispanic origin, October-November 2013
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- Figure 93: Household snack purchases—Personal, by generations, October-November 2013
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- Figure 94: Reasons for purchasing salty snacks, by purchasing habits of salty snacks (eg chips, popcorn, nuts) and/or dips, October-November 2013
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- Figure 95: Change in salty snack purchases—Amount purchased, by gender, October-November 2013
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- Figure 96: Change in salty snack purchases—Type purchased, by purchasing habits of salty snacks (eg chips, popcorn, nuts) and/or dips, October-November 2013
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- Figure 97: Agreement with attitudes toward salty snacks, by generations, October-November 2013
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- Figure 98: Household consumption of trail mix, by race/Hispanic origin, May 2012-June 2013
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- Figure 99: Household consumption of nuts for cooking and snacks, by gender, May 2012-June 2013
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- Figure 100: Household consumption of nuts for cooking and snacks, May 2012-June 2013
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- Figure 101: Household consumption of nuts for cooking and snacks, May 2012-June 2013
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- Figure 102: Household consumption of potato chips, by race/Hispanic origin, May 2012-June 2013
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- Figure 103: Household potato chip flavor preferences, by race/Hispanic origin, May 2012-June 2013
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- Figure 104: Household consumption of potato chips, by age, May 2012-June 2013
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- Figure 105: Household consumption of potato chips, by presence of children in household, May 2012-June 2013
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- Figure 106: Household use of dips for snacks and vegetables, May 2012-June 2013
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- Figure 107: Household consumption of trail mix, by presence of children in household, May 2012-June 2013
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- Figure 108: Consumption of single-serve foods drinks—Snacks, May 2012-June 2013
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- Figure 109: Frequency of potato chip consumption, May 2012-June 2013
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Appendix – Social Media
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- Brand usage or awareness
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- Figure 110: Brand usage or awareness, November 2013
- Figure 111: Lay’s usage or awareness, by demographics, November 2013
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- Figure 112: Tostitos usage or awareness, by demographics, November 2013
- Figure 113: Planters usage or awareness, by demographics, November 2013
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- Figure 114: Emerald Nuts usage or awareness, by demographics, November 2013
- Figure 115: popchips usage or awareness, by demographics, November 2013
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- Figure 116: Pop Secret usage or awareness, by demographics, November 2013
- Activities done
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- Figure 117: Activities done, November 2013
- Figure 118: Lay's – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
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- Figure 119: Lay's – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
- Figure 120: Lay's – Activities done – I follow/like the brand on social media because, by demographics, November 2013
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- Figure 121: Lay's – Activities done – I have researched the brand on social media to, by demographics, November 2013
- Figure 122: Tostitos – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
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- Figure 123: Tostitos – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
- Figure 124: Tostitos – Activities done – I follow/like the brand on social media because, by demographics, November 2013
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- Figure 125: Tostitos – Activities done – I have researched the brand on social media to, by demographics, November 2013
- Figure 126: Planters – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
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- Figure 127: Planters – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2013
- Figure 128: Planters – Activities done – I have researched the brand on social media to, by demographics, November 2013
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- Figure 129: Emerald Nuts – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
- Figure 130: Emerald Nuts – Activities done – I have researched the brand on social media to, by demographics, November 2013
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- Figure 131: popchips – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
- Figure 132: popchips – Activities done – I have researched the brand on social media to, by demographics, November 2013
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- Figure 133: Pop Secret – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2013
- Figure 134: Pop Secret – Activities done – I have researched the brand on social media to, by demographics, November 2013
- Online conversations
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- Figure 135: Online mentions, selected chips, nuts, popcorn, and dips brands, Dec. 2, 2012-Dec. 1, 2013
- Figure 136: Mentions by topic of conversation, Dec. 2, 2012-Dec. 1, 2013
- Figure 137: Mentions by topic of conversation, Dec. 2, 2012-Dec. 1, 2013
Appendix – Trade Associations
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