Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- Crisps and salty snacks
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- Figure 1: Total UK retail value sales of crisps and salty snacks, 2008-18
- Segment performance
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- Figure 2: UK retail value sales of crisps/salty snacks and nuts, by sub-category, 2012 and 2013
- Market factors
- Potato prices soar
- Obesity rates are forecast to continue rising
- Forecast growth in over-55s poses a challenge for crisps
- Companies, brands and innovation
- NPD activity in potato snacks declines
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- Figure 3: Share of new product launches within the UK salty bagged snacks*, nuts, popcorn and meat snacks market, by product category, 2010-13
- Baked NPD reaches record high
- Walkers’ core range suffers a 6% volume decline
- Deep Ridged enjoys spectacular growth
- Adspend on crisps continues to rise
- The consumer
- Under-35s are relatively low users of core potato crisps
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- Figure 4: Usage of types of crisps and crisp-style snacks, by age, October 2013
- Women are significantly more likely than men to eat dips with crisps
- The perfect crisp should have a crunchy texture before anything else
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- Figure 5: Qualities associated with a perfect crisp, October 2013
- Baked resonates as a health term
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- Figure 6: Attitudes towards crisps and non-potato crisps, October 2013
- Two fifths of users eat nuts as a source of protein
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- Figure 7: Attitudes towards nuts, popcorn and other salty snacks (excl. crisps and non-potato crisps), October 2013
- What we think
Issues in the Market
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- How can crisps, salty snacks and nuts capitalise on consumer interest in protein?
- How important is British provenance to crisps and crisp-style snack producers?
- What opportunities are there for crisp brands in the dips market?
- Where can crisp manufacturers go next with flavour NPD?
Trend Application
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- Trend: Sense of the Intense
- Trend: Extend My Brand
- Mintel futures trend: East Meets West
Market Drivers
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- Key points
- Potato prices soar in 2013 following poor harvests
- Obesity rates are forecast to continue rising
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- Figure 8: Finished Admission Episodes with a primary diagnosis of obesity in England, by gender, 2000/01-2011/12
- Forecast growth in over-55s poses a challenge for crisps
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- Figure 9: Trends in the age structure of the UK population, 2013-18
Who’s Innovating?
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- Key points
- NPD activity in potato snacks declines
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- Figure 10: Share of new product launches within the UK salty bagged snacks*, nuts, popcorn and meat snacks market, by product category, 2010-13
- New ‘baked’ variants and low/no/reduced fat/calorie lines soar in 2013
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- Figure 11: Share of launches bearing a baked claim of all new crisp/salty snack* products, 2009-13
- Health claims come to the fore
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- Figure 12: Share of products featuring low/no/reduced fat and low/no/reduced calorie claims of all new product launches within the UK crisps and salty snacks* market, 2010-13
- Tesco leads NPD efforts
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- Figure 13: Share of new product launches within the UK crisps and salty snacks* market, by top 10 companies, 2010-13
- Walkers commits to 100% British ingredients
- Private label continues to account for the bulk of premium NPD
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- Figure 14: Share of new product launches within the premium UK crisps and salty snacks* market, by private label and branded, 2010-13
- Small popcorn brands gain share of NPD
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- Figure 15: Share of new product launches within the UK popcorn market, by top 10 brands, 2010-13
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Inflation fuels value growth in crisps and other salty snacks market
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- Figure 16: Total UK retail value and volume sales of crisps and salty snacks*, 2008-18
- Value growth slows down in nuts in 2013
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- Figure 17: Total UK retail value and volume sales of nuts, 2008-18
- The future of the crisps, salty snacks and nuts market
- Market forecasts
- Crisps and salty snacks
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- Figure 18: Total UK retail value sales of crisps and salty snacks, 2008-18
- Figure 19: Total UK retail volume sales of crisps and salty snacks, 2008-18
- Nuts
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- Figure 20: Total UK retail value sales of nuts, 2008-18
- Figure 21: Total UK retail volume sales of nuts, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Potato crisps struggle to keep up with overall growth
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- Figure 22: UK retail value and volume sales of crisps/salty snacks and nuts, by sub-category, 2010-13
- Baked snacks and meat snacks boast value and volume hikes
- Continued growth for the nut sector
- Popcorn sales edge up in value but not volume
Market Share
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- Key points
- Walkers’ core range suffers a 6% volume decline
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- Figure 23: Leading brands’ sales and shares in the UK potato crisps/chips market, by value and volume, 2012 and 2013
- Deep Ridged enjoys spectacular growth
- Premium brands Kettle and Tyrrells record flat volumes
- Mini Cheddars fail to keep up with overall growth in baked snacks, as Walkers enjoys value jump
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- Figure 24: Leading brands’ sales and shares in the UK baked snacks market, by value and volume, 2012 and 2013
Companies and Products
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- Figure 25: Selected leading companies in the UK crisps, salty snacks and nuts market and their brands, 2013
- PepsiCo
- Product range
- Recent activity
- Tyrrells
- Product range
- Recent activity
- Kettle Foods
- Product range
- Recent activity
- Kellogg’s
- Product range
- Recent activity
- Intersnack
- Product range
- Recent activity
- United Biscuits
- Product range
- Tangerine Confectionery
- Product range
- Recent activity
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Brand Advertising, Perceptions and Social Media
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- Key points
- Adspend on crisps continues to rise
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- Figure 26: Advertising expenditure in the crisps, salty snacks and nuts market, by sector, 2009-13
- Walkers ramps up spend on Doritos in 2012 and its core range in 2013
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- Figure 27: Total advertising expenditure in the crisps, salty snacks and nuts market, by top 10 brands, 2009-13
- Kellogg’s invests in Pringles and Special K Cracker Crisps
- Brand perceptions
- Key brand metrics
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- Figure 28: Key brand metrics, November 2013
- Brand map
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- Figure 29: Attitudes towards and usage of brands in the crisps, nuts and salty snacks sector, November 2013
- Correspondence analysis
- Brand attitudes
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- Figure 30: Attitudes, by crisps, nuts and salty snacks brand, November 2013
- Brand personality
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- Figure 31: Crisps, nuts and salty snacks brand personality – macro image, November 2013
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- Figure 32: Crisps, nuts and salty snacks brand personality – micro image, November 2013
- Brand usage
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- Figure 33: Crisps, nuts and salty snacks brand usage, November 2013
- Brand experience
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- Figure 34: Crisps, nuts and salty snacks brand experience, November 2013
- Social media and online buzz
- Social media metrics
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- Figure 35: Social media metrics of selected crisps brands, December 2013
- Walkers active on Twitter to increase connection with consumers
- Walkers complaints revolve around number of crisps in packs
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- Figure 36: Online mentions of Walkers around air in packets, by week, January 2012-November 2013
- Complaints dwindled after explanation but may be a rising issue once more
- Online mentions
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- Figure 37: Online mentions of selected crisps, nuts and salty snacks brands, January-November 2013
- Pringles limited edition launch causes Christmas buzz to come early
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- Figure 38: Online mentions of Pringles in the lead-up to Christmas, October-December 2011-13
- Topics of discussion
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- Figure 39: Topics of discussion around selected crisp brands, January-November 2013
- Packaging discussions are largely functional but Pringles holds an advantage
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- Figure 40: Breakdown of discussion around packaging, January-November 2013
- Health discussion influenced by brand product range
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- Figure 41: Topic cloud around Walkers in the context of healthiness, January-November 2013
- Figure 42: Topic cloud around Pringles in the context of healthiness, January-November 2013
- Provenance is worth paying more for but does not create as much conversation
- Nuts are discussed as a source of protein
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- Figure 43: Topics of discussion around nuts, January-November 2013
- Figure 44: Topic cloud of discussions around nuts and protein, January-November 2013
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- Figure 45: Topic cloud of discussions around nuts and crisps, January-November 2013
- Figure 46: Places of discussion around nuts, January-November 2013
- Analysis by brand
- Pringles
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- Figure 47: Sentiment towards Pringles and Limited Edition Pringles on Twitter, January-November 2013
- Walkers and Walkers Baked
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- Figure 48: Where Walkers new launches are being mentioned compared to average, January-November 2013
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- Figure 49: Online mentions around Walkers, Mighty Lights and Hoops and Crosses, January-November 2013
- Tyrrells
- Pom-Bear
- Twiglets
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- Figure 50: Online sentiment towards selected crisps brands, January-November 2013
- Red Sky
Consumer Usage
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- Key points
- Under-35s are relatively low users of the core potato crisps
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- Figure 51: Types of crisps, nuts and salty snacks eaten, October 2013
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- Figure 52: Usage of types of crisps and crisp-style snacks, by age, October 2013
- Women are significantly more likely than men to eat dips with crisps
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- Figure 53: Usage of dips for crisps (eg hummus, salsa), by gender and age, October 2013
- More than six in 10 users eat crisps at least once a week
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- Figure 54: Frequency of usage of crisps, crisp-style snacks and nuts, October 2013
- 45-54s are the most frequent users of nuts
Consumer Preferences for Crisps
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- Key points
- The perfect crisp should have a crunchy texture before anything else
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- Figure 55: Qualities associated with a perfect crisp, October 2013
- Baked has more appeal than low calorie
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- Figure 56: Agreement that ‘baked’ and ‘low calorie’ are qualities associated with a perfect crisp, by age and presence of children/teenagers, October 2013
- Over-55s show most interest in natural and British ingredients
Consumer Attitudes towards Crisps and Non-Potato Crisps
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- Key points
- Baked resonates as a health term, but half of users disregard nutritional info
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- Figure 57: Attitudes towards crisps and non-potato crisps, October 2013
- Just half show interest in nutritional information
- Opportunities for low-calorie and grain crisps to boost demand by improving image
- Tangible opportunities in crisps and dips
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- Figure 58: Agreement with the statements ‘More supermarkets should offer chilled dips situated within the crisps aisle’ and ‘Some crisps tend to break too easily in dips’, by age, October 2013
- Provenance is a resonant issue
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- Figure 59: Agreement with the statement ‘It is worth paying more for crisps made by a local brand’, by region, October 2013
Consumer Attitudes towards Nuts, Popcorn and other Salty Snacks
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- Key points
- Two fifths of users eat nuts as a source of protein
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- Figure 60: Attitudes towards nuts, popcorn and other salty snacks (excl. crisps and non-potato crisps), October 2013
- Interest in pulses as a snack or base for crisp-style snack
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- Figure 61: Agreement with the statements ‘I would be interested in buying non-potatoes or grain-based crisps (eg hummus or lentil-based crisps)’ and ‘I’d like to see a wider variety of dried, flavoured pulses (eg chickpeas, lentils, sunflower seeds)’, by gender and age group, October 2013
Consumer Preferences by Occasion – Further Analysis
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- Key points
- Weekend evenings at home are most popular occasions for sharing packs, premium crisps and strong flavours
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- Figure 62: Crisp preferences, by occasion, October 2013
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- Figure 63: Crisp preferences, by occasion, October 2013 (continued)
- For lunchtime meal deals, traditional flavours and standard-sized packs are most preferred
- Families are the most likely to prefer sharing bags
Appendix – Market Drivers
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- Figure 64: Trends in the age structure of the UK population, 2008-18
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Appendix – Who’s Innovating?
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- Figure 65: Share of new product launches within the UK nuts market, by top 10 companies, 2010-13
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Appendix – Brand Research
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- Figure 66: Brand usage, November 2013
- Figure 67: Brand commitment, November 2013
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- Figure 68: Brand diversity, November 2013
- Figure 69: Brand satisfaction, November 2013
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- Figure 70: Brand recommendation, November 2013
- Figure 71: Brand attitudes, November 2013
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- Figure 72: Brand image – macro image, November 2013
- Figure 73: Brand image – micro image, November 2013
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- Figure 74: Online mentions of selected crisps brands, January-November 2013
- Figure 75: Topics of discussion around selected crisps brands, January-November 2013
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- Figure 76: Topics of discussion around nuts, January-November 2013
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Appendix – Market Size and Forecast
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- Figure 77: Total UK retail value sales of crisps, nuts and salty snacks, 2008-18
- Figure 78: Total UK retail volume sales of crisps, nuts and salty snacks, 2008-18
- Figure 79: Best- and worst-case forecasts for UK value sales of crisps, nuts and salty snacks, 2013-18
- Figure 80: Total UK retail value and volume sales of crisps, nuts and salty snacks, 2008-18
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- Figure 81: Best- and worst-case forecasts for UK value sales of crisps and salty snacks*, 2013-18
- Figure 82: Best- and worst-case forecasts for UK volume sales of crisps and salty snacks*, 2013-18
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- Figure 83: Best- and worst-case forecasts for UK value sales of nuts, 2013-18
- Figure 84: Best- and worst-case forecasts for UK volume sales of nuts, 2013-18
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Appendix – Consumer Usage
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- Figure 85: Types of crisps, nuts and salty snacks eaten, October 2013
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- Figure 86: Most popular types of crisps, nuts and salty snacks eaten, by demographics, October 2013
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- Figure 87: Next most popular types of crisps, nuts and salty snacks eaten, by demographics, October 2013
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- Figure 88: Other types of crisps, nuts and salty snacks eaten, by demographics, October 2013
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- Figure 89: Frequency of usage of crisps, crisp-style snacks and nuts, October 2013
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- Figure 90: Frequency of usage of crisps and crisp-style snacks, by demographics, October 2013
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- Figure 91: Frequency of usage of nuts, by demographics, October 2013
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Appendix – Consumer Preference for Crisps
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- Figure 92: Qualities associated with a perfect crisp, October 2013
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- Figure 93: Most popular qualities associated with a perfect crisp, by demographics, October 2013
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- Figure 94: Next most popular qualities associated with a perfect crisp, by demographics, October 2013
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- Figure 95: Other qualities associated with a perfect crisp, by demographics, October 2013
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Appendix – Consumer Attitudes towards Crisps and Non-Potato Crisps
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- Figure 96: Attitudes towards crisps and non-potato crisps, October 2013
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- Figure 97: Most popular attitudes towards crisps and non-potato crisps, by demographics, October 2013
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- Figure 98: Next most popular attitudes towards crisps and non-potato crisps, by demographics, October 2013
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Appendix – Consumer Attitudes towards Nuts, Popcorn and Other Salty Snacks
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- Figure 99: Attitudes towards nuts, popcorn and other salty snacks (excl crisps and non-potato crisps), October 2013
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- Figure 100: Most popular attitudes towards nuts, popcorn and other salty snacks (excl crisps and non-potato crisps), by demographics, October 2013
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- Figure 101: Next most popular attitudes towards nuts, popcorn and other salty snacks (excl crisps and non-potato crisps), by demographics, October 2013
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Appendix – Consumer Preferences by Occasion
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- Figure 102: Most popular crisp preferences, by occasion – A weekend evening whilst watching TV, by demographics, October 2013
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- Figure 103: Next most popular crisp preferences, by occasion – A weekend evening whilst watching TV, by demographics, October 2013
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- Figure 104: Most popular crisp preferences, by occasion – A midweek evening, while at home, by demographics, October 2013
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- Figure 105: Next most popular crisp preferences, by occasion – A midweek evening, while at home, by demographics, October 2013
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- Figure 106: Most popular crisp preferences, by occasion – For lunch during the week, by demographics, October 2013
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- Figure 107: Next most popular crisp preferences, by occasion – For lunch during the week, by demographics, October 2013
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- Figure 108: Most popular crisp preferences, by occasion – In a bar/pub, by demographics, October 2013
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- Figure 109: Next most popular crisp preferences, by occasion – In a bar/pub, by demographics, October 2013
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- Figure 110: Most popular crisp preferences, by occasion – Whilst travelling, by demographics, October 2013
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- Figure 111: Next most popular crisp preferences, by occasion – In a bar/pub, by demographics, October 2013
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Appendix – Attitudes towards Protein
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- Figure 112: Agreement with the statements ‘I would choose a higher-protein food over a low-protein one’ and ‘I am interested in buying foods that are naturally high in protein (eg nuts, jerky)’, by demographics, November 2012
- Figure 113: Agreement with the statement ‘Protein is important for staying healthy’, by demographics, November 2012
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