Table of Contents
Executive Summary
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- Moderate growth driven by snacking trend
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- Figure 1: Total US sales and fan chart forecast of chips, salsa, and dips, at current prices, 2009-19
- Potato chips dominate sales, but tortilla chips grew more
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- Figure 2: Total US retail sales of chips, salsa, and dips, by segment, at current prices (in millions), 2012 and 2014
- Key players
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- Figure 3: MULO sales of chips, salsa, and dips, by rolling 52 weeks 2014
- The consumer
- High household penetration indicates how the category benefits from the snacking trend
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- Figure 4: Chips, salsa, and dips purchases – Any purchase, October 2014
- Natural ingredients more important than low/no claims
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- Figure 5: Important nutritional attributes for chips and/or dips purchases, October 2014
- Health claims are important to a majority of buyers; opportunity in improved packaging
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- Figure 6: Attitudes about chips and dips – Any agree, October 2014
- What we think
Issues and Insights
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- Can health claims be leveraged as much as flavor?
- Issues
- Insight: Focus on unprocessed rather than low/no/reduced claims
- How will new styles and formats impact the category?
- Issues
- Insight: New dip/chip styles offer opportunity for sales growth
- What new flavors are likely to take hold in the category?
- Issues
- Insight: Spicy apt to continue trending as consumers look for ethnic flavors
Trend Application
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- Trend: Sense of the Intense
- Trend: Life Hacking
- Trend: Extend My Brand
Market Size and Forecast
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- Key points
- Sales and forecast of chips, salsa, and dips
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- Figure 7: Total US retail sales and forecast of chips, salsa, and dips, at current prices, 2009-19
- Figure 8: Total US retail sales and forecast of chips, salsa, and dips, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 9: Total US sales and fan chart forecast of chips, salsa, and dips, at current prices, 2009-19
- Fan chart methodology
Market Drivers
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- Key points
- Snacking trend benefits the category
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- Figure 10: Reasons for buying chips and/or dips, October 2014
- Health considerations could hamper sales
- Millennials represent opportunity for marketers
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- Figure 11: Population. by generation, 2009-19
- Hispanics more likely to buy than other racial/ethnic groups
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- Figure 12: Population. by race and Hispanic origin, 2009-19
- Households with kids more likely to buy
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- Figure 13: Households, by presence of own children, 2003-13
Competitive Context
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- Snack foods, especially healthier options, vie for share of consumer spending
Segment Performance
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- Key points
- Tortilla chips grow faster than potato chips
- Sales of chips, salsa, and dips, by segment
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- Figure 14: Total US retail sales of chips, salsa, and dips, by segment, at current prices, 2012 and 2014
- Sales and forecast of potato chips
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- Figure 15: Total US retail sales and forecast of potato chips, at current prices, 2009-19
- Sales and forecast of tortilla chips
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- Figure 16: Total US retail sales and forecast of tortilla chips, at current prices, 2009-19
- Sales and forecast of salsa
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- Figure 17: Total US retail sales and forecast of salsa, at current prices, 2009-19
- Sales and forecast of dips
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- Figure 18: Total US retail sales and forecast of dips, at current prices, 2009-19
Retail Channels
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- Key points
- Supermarkets lead but drug stores grow fastest
- Sales of chips, salsa, and dips, by channel
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- Figure 19: Total US retail sales of chips, salsa, and dips, by channel, 2012 and 2014
- Supermarkets face increasing competition from drug and other channels
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- Figure 20: US supermarket sales of chips, salsa, and dips, 2009-14
- Chips/dips leverage drug stores’ fresh food, grab-and-go offerings
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- Figure 21: US drug store sales of chips, salsa, and dips, 2009-14
- Mass merchandisers offer value, convenience stores draw snackers
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- Figure 22: US other channel sales of chips, salsa, and dips, 2009-14
Leading Companies
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- Key points
- PepsiCo dominates with nearly 60% share
- MULO sales of chips, salsa, and dips
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- Figure 23: MULO sales of chips, salsa, and dips, by rolling 52 weeks 2013 and 2014
- MULO sales of tortilla chips
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- Figure 24: Doritos Jacked television ad, 2014
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- Figure 25: MULO sales of tortilla chips, 2013 and 2014
- MULO sales of potato chips
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- Figure 26: Lay’s Do Us A Flavor television ad, 2014
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- Figure 27: Pringles television ad, 2014
- Figure 28: MULO sales of potato chips, 2013 and 2014
- MULO sales of salsa
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- Figure 29: MULO sales of salsa, 2013 and 2014
- MULO sales of dips
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- Figure 30: MULO sales of dips, 2013 and 2014
Innovations and Innovators
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- Potato chip product health claims increase
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- Figure 31: Top 10 potato chip claims, by percentage of total claims, 2010-14 (YTD December 2014)
- New styles answer demand for unique flavors
- Healthy claims increase for tortilla chip brands
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- Figure 32: Top 10 tortilla chip claims, by percentage of total claims, 2010-14 (YTD December 2014)
- Unique styles and flavors expected to appeal to more buyers
- Leading salsa claims point to demand for healthy foods
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- Figure 33: Top 10 salsa claims, by percentage of total claims, 2010-14 (YTD December 2014)
- Spicy flavors heat up salsa segment
- All-natural, low/no/reduced fat dip product claims increase
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- Figure 34: Top 10 dip claims, by percentage of total claims, 2010-14 (YTD December 2014)
- Yogurt dips add variety to the segment
Social Media – Chips, Salsa, and Dips
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- Key points
- Market overview
- Key social media metrics
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- Figure 35: Key social media metrics, December 2014
- Brand usage and awareness
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- Figure 36: Brand usage and awareness for select chip, salsa, and dip brands, October 2014
- Interactions with chip, salsa, and dip brands
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- Figure 37: Levels of interaction for select chips, salsa, and dips, October 2014
- Leading online campaigns
- New products
- Moving to digital
- What we think
- Online conversations
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- Figure 38: Percentage of online mentions for Lay’s “Do Us A Flavor” entries, Dec. 8, 2013-Dec. 7, 2014
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- Figure 39: Online mentions for select chip, salsa, and dip brands, by week, Dec. 8, 2013-Dec. 7, 2014
- Where are people talking about chip, salsa, and dip brands?
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- Figure 40: Online mentions for select chip, salsa, and dip brands, by page type, Dec. 8, 2013-Dec. 7, 2014
- What are people talking about?
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- Figure 41: Topics of conversation for select chip, salsa, and dip brands, Dec. 8, 2013-Dec. 7, 2014
The Consumer – Chips, Salsa, and Dips Purchases
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- Key points
- High penetration indicative of snacking trend
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- Figure 42: Chips, salsa, and dips purchases, October 2014
- Millennial snacking behavior means opportunity for marketers
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- Figure 43: Chips, salsa, and dips purchases – Any purchase, by generations, October 2014
- Presence of children translates to higher likelihood to buy chips/dips
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- Figure 44: Chips, salsa, and dips purchases – Any purchase, by presence of children in household, October 2014
The Consumer – Factors Influencing More Chips and Dips Purchases
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- Key points
- Promotions, new flavors are influential to purchases
- Millennials apt to go for new flavors
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- Figure 45: Factors influencing more chips and dips purchases, by generations, October 2014
- New flavors also resonate with households with kids
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- Figure 46: Factors influencing more chips and dips purchases, by presence of children in household, October 2014
The Consumer – Important Nutritional Claims for Chips and/or Dips Purchases
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- Key points
- All-natural claims can boost appeal
- Millennials go organic; Swing Generation more concerned about fat, sodium, cholesterol
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- Figure 47: Important nutritional claims for chips and/or dips purchases, by generations, October 2014
The Consumer – Motivations for Buying Chips and/or Dips
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- Key points
- Emotional and functional motivations drive purchases
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- Figure 48: Motivations for buying chips and/or dips, by generations, October 2014
- New flavors, on-the-go snacking drive purchases for households with kids
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- Figure 49: Motivations for buying chips and/or dips, by presence of children in household, October 2014
The Consumer – Ideal Healthy Chips/Dips
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- Key points
- Salsa and hummus cited by a quarter of buyers as healthy snacks
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- Figure 50: Ideal healthy chips/dips, October 2014
The Consumer – Chip and Dip Buyer Behavior and Opinions
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- Key points
- Healthier chips/dips, improved packaging desired by those who snack most
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- Figure 51: Chip and dip buyer behavior and opinions, October 2014
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- Figure 52: Chip and dip buyer behavior and opinions – Any agree, by generations, October 2014
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- Figure 53: Chip and dip buyer behavior and opinions – Any agree, by presence of children in household, October 2014
The Consumer – Race and Hispanic Origin
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- Key points
- Hispanics represent key group for chips/dips marketers
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- Figure 54: Chips, salsa, and dips purchases – Any purchase, by race/Hispanic origin, October 2014
- New flavors appeal to Blacks, Asians, Hispanics most
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- Figure 55: Factors influencing more chips and dips purchases, by race/Hispanic origin, October 2014
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- Figure 56: Important nutritional claims for chips and/or dips purchases, by race/Hispanic origin, October 2014
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- Figure 57: Reasons for buying chips and/or dips, by race/Hispanic origin, October 2014
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- Figure 58: Respondents' idea of a good meal or snack regardless of nutrition, by race/Hispanic origin, October 2014
- Specific chip/dip health claims likely to appeal to Hispanics
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- Figure 59: Chip and dip buyer behavior and opinions – Any agree, by race/Hispanic origin, October 2014
Appendix – Other Useful Consumer Tables
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- The consumer – Chips, salsa, and dips purchases
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- Figure 60: Chips, salsa, and dips purchases – Any purchase, by gender, October 2014
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- Figure 61: Chips, salsa, and dips purchases – Any purchase, by age, October 2014
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- Figure 62: Chips, salsa, and dips purchases – Any purchase, by household income, October 2014
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- Figure 63: Chips, salsa, and dips purchases – Any purchase, by chip and dip buyer behavior and opinions – any agree, October 2014
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- Figure 64: Chips, salsa, and dips purchases – Any purchase, by important nutritional claims for chips and/or dips purchases, October 2014
- The consumer – Factors influencing more chips and dips purchases
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- Figure 65: Factors influencing more chips and dips purchases, by gender, October 2014
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- Figure 66: Factors influencing more chips and dips purchases, by age, October 2014
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- Figure 67: Factors influencing more chips and dips purchases, by household income, October 2014
- The consumer – Important nutritional claims for chips and/or dips purchases
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- Figure 68: Important nutritional claims for chips and/or dips purchases, by gender, October 2014
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- Figure 69: Important nutritional claims for chips and/or dips purchases, by age, October 2014
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- Figure 70: Important nutritional claims for chips and/or dips purchases, by household income, October 2014
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- Figure 71: Important nutritional claims for chips and/or dips purchases, by presence of children in household, October 2014
- The consumer – Motivations for buying chips and/or dips
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- Figure 72: Motivations for buying chips and/or dips, by gender, October 2014
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- Figure 73: Motivations for buying chips and/or dips, by age, October 2014
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- Figure 74: Motivations for buying chips and/or dips, by household income, October 2014
- The consumer – Ideal healthy chips/dips
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- Figure 75: Ideal healthy chips/dips, by gender, October 2014
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- Figure 76: Ideal healthy chips/dips, by age, October 2014
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- Figure 77: Ideal healthy chips/dips, by household income, October 2014
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- Figure 78: ideal healthy chips/dips, by generations, October 2014
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- Figure 79: Ideal healthy chips/dips, by presence of children in household, October 2014
- The consumer – Chip and dip buyer behavior and opinions
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- Figure 80: Chip and dip buyer behavior and opinion, October 2014
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- Figure 81: Chip and dip buyer behavior and opinions – Any agree, by gender, October 2014
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- Figure 82: Chip and dip buyer behavior and opinions – Any agree, by age, October 2014
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- Figure 83: Chip and dip buyer behavior and opinions – Any agree, by household income, October 2014
Appendix – Social Media
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- Brand usage or awareness
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- Figure 84: Brand usage or awareness, October 2014
- Figure 85: Lay’s usage or awareness, by demographics, October 2014
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- Figure 86: Fritos usage or awareness, by demographics, October 2014
- Figure 87: Ruffles usage or awareness, by demographics, October 2014
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- Figure 88: Old El Paso usage or awareness, by demographics, October 2014
- Figure 89: Tostitos usage or awareness, by demographics, October 2014
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- Figure 90: Ortega usage or awareness, by demographics, October 2014
- Activities done
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- Figure 91: Activities done, October 2014
- Figure 92: Lay’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
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- Figure 93: Lay’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
- Figure 94: Lay’s – Activities done – I follow/like the brand on social media because, by demographics, October 2014
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- Figure 95: Lay’s – Activities done – I have researched the brand on social media to, by demographics, October 2014
- Figure 96: Fritos – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
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- Figure 97: Fritos – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
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- Figure 98: Fritos – Activities done – I follow/like the brand on social media because, by demographics, October 2014
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- Figure 99: Fritos – Activities done – I have researched the brand on social media to, by demographics, October 2014
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- Figure 100: Ruffles – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
- Figure 101: Ruffles – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
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- Figure 102: Ruffles – Activities done – I follow/like the brand on social media because, by demographics, October 2014
- Figure 103: Ruffles – Activities done – I have researched the brand on social media to, by demographics, October 2014
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- Figure 104: Old El Paso – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
- Figure 105: Old El Paso – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
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- Figure 106: Old El Paso – Activities done – I follow/like the brand on social media because, by demographics, October 2014
- Figure 107: Old El Paso – Activities done – I have researched the brand on social media to, by demographics, October 2014
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- Figure 108: Tostitos – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
- Figure 109: Tostitos – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
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- Figure 110: Tostitos – Activities done – I follow/like the brand on social media because, by demographics, October 2014
- Figure 111: Tostitos – Activities done – I have researched the brand on social media to, by demographics, October 2014
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- Figure 112: Ortega – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
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- Figure 113: Ortega – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
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- Figure 114: Ortega – Activities done – I follow/like the brand on social media because, by demographics, October 2014
- Key social media metrics
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- Figure 115: Key social media metrics, De. 2014
- Online conversations
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- Figure 116: Online mentions for select chip, salsa, and dip brands, by week, Dec. 8, 2013-Dec. 7, 2014
Appendix – Trade Associations
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