Table of Contents
Executive Summary
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- Market size and forecast
- Canada’s salty snack market to see modest but steady growth in coming years
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- Figure 1: Forecast of Canada retail sales of salty snacks, by value, 2009-19
- Market drivers
- Canada’s population is expected to age in the coming years
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- Figure 2: Projected trends in the age structure of the Canadian population, 2014-19
- The consumer
- Nuts and potato chips are purchased most frequently by Canadians
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- Figure 3: Salty snack usage, November 2014
- Mid-day snacking is a popular occasion
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- Figure 4: Eating occasions for salty snacks, November 2014
- Salty snack consumers are looking for deals
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- Figure 5: Attributes when purchasing salty snacks, November 2014
- When it comes to the perfect chip, crunchy is key
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- Figure 6: The perfect chip attributes (any rank), November 2014
- Salty snack consumers have a health-conscious attitude
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- Figure 7: Attitudes towards salty snacks, November 2014
- What we think
Issues and Insights
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- Balancing the need for taste with the stated desire for healthier options
- The facts
- The implications
- Mid-day is ground zero for salty snacks
- The facts
- The implications
- Divergent pricing strategies for salty snacks
- The facts
- The implications
Trend Application
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- Factory Fear
- Objectify
- Hungry Planet
Market Drivers
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- Key points
- Economic overview
- IMF expects the Canadian economy to remain solid, but many risks remain
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- Figure 8: Canada’s GDP, by quarter, Q1 2008-Q3 2014
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- Figure 9: Household disposable incomes and savings in Canada, by quarter, Q1 2008-Q1 2014
- Figure 10: Canada’s unemployment rate, by gender, 2008-14
- Interest rates, inflation and exchange rates
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- Figure 11: Inflation rates in Canada, 2004-14
- British Columbians have the highest net worth
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- Figure 12: Canada median net worth, by province, 2012
- Household debt in Canada
- Demographic overview
- Population count and growth in Canada
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- Figure 13: Share of population of Canada, by territory/province, 2014
- Canada’s population is expected to age in the coming years
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- Figure 14: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
- Figure 15: Projected trends in the age structure of the Canada population, 2014-19
Who’s Innovating?
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- Key points
- Health claims increasingly prevalent
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- Figure 16: Percentage to total of salty snack launches in Canada, by claim category, 2010-14
- Popcorn product launches are plentiful
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- Figure 17: Orville Redenbacher’s Gourmet Sweet & Salty Flavoured Kettlecorn
- Figure 18: President's Choice Caramel Cashew Popcorn Mix
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- Figure 19: Spudniks Sweet and Salty Popcorn
- Figure 20: Western Family Sweet & Salty Microwave Popping Corn
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- Figure 21: Indulge Gourmet Kettle Corn Sweet & Salty Popcorn
- Figure 22: Our Finest Wweet & Salty Kettle Corn
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- Figure 23: Irresistibles Chocolate Drizzled Popcorn
- Chips, nuts and other non-popcorn snacks lack new product development in 2014
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- Figure 24: Cape Cod Sea Salt & Vinegar Kettle Cooked Potato Chips
- Figure 25: Trophy Sweet ‘N Salty Party Tray
Market Size and Forecast
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- Key points
- Canada’s snack food market to see moderate to high growth
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- Figure 26: Canada value sales for snack food, at current and constant prices, 2009-19
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- Figure 27: Canada volume sales of snack food, 2009-19
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- Figure 28: Forecast of Canada retail sales of salty snacks, by value, 2009-19
- Figure 29: Forecast of Canada retail sales of snacks, by volume, 2009-19
- Forecast methodology
Market Segmentation and Share
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- Key points
- Chips lead the way in sales and volume
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- Figure 30: Retail market segmentation, by value (m CAD), 2011-14
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- Figure 31: Retail market segmentation, by volume (000 tonnes), 2011-14
- PepsiCo a key market player in snacks
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- Figure 32: Company retail market share, by value (%), 2011-14
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- Figure 33: Company retail market share, by volume (%), 2011-14
Companies and Products
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- PepsiCo Inc.
- Background and recent activity
- Brand communication and promotion
- Mondelēz International
- Background and recent activity
- Brand communication and promotion
- Kellogg’s
- Background and recent activity
- Brand communication and promotion
- ConAgra Foods
- Background and recent activity
- Brand communication and promotion
- President’s Choice
- Old Dutch Foods
- Yum Yum
The Consumer – Trends in Usage
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- Key points
- Nuts and potato chips are purchased most frequently by Canadians
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- Figure 34: Salty snack usage, November 2014
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- Figure 35: Potato chips usage, by household (HH) size, November 2014
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- Figure 36: Potato chips and nut usage, by presence of children in household, November 2014
- Tortilla chips are likely a more specialized snack
- Popcorn enjoyed by both genders
- Chinese Canadians among most likely to buy cheese-flavoured snacks and pretzels
- A third of Canadians have purchased fruit/vegetable chips or meat snacks
- Over half of Canadians purchased over four types of salty snacks
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- Figure 37: Repertoire of salty snack usage, November 2014
The Consumer – Occasions for Eating Salty Snacks
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- Key points
- Mid-day snacking a popular occasion
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- Figure 38: Eating occasions for salty snacks, November 2014
- Chips are a popular mid-day snack, but also eaten on other occasions
- Nuts are the main choice for snacking
- Popcorn, pretzels and cheese are the obvious choice at the movies
- Correspondence analysis
- Methodology
- Expansion into various occasions is key for salty snack brands
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- Figure 39: Salty snack eating occasions, November 2014
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- Figure 40: Correspondence analysis, November 2014
The Consumer – Attributes When Purchasing Salty Snacks
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- Key points
- Salty snack consumers are looking for deals
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- Figure 41: Attributes when purchasing salty snacks, November 2014
- Health attributes more of a concern for over-65s
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- Figure 42: Health attributes when purchasing salty snacks, by age group, November 2014
The Consumer – Associations with the Perfect Chip
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- Key points
- When it comes to the perfect chip, crunchy is key
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- Figure 43: The perfect chip attributes (any rank), November 2014
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- Figure 44: The perfect chip attributes (#1 ranked), November 2014
- Healthy characteristics key among Chinese and older Canadians
The Consumer – Attitudes towards Salty Snacks
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- Key points
- A health-conscious attitude among Canadian salty snack consumers
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- Figure 45: Attitudes towards salty snacks, November 2014
- Concerns about nutrients and health exists among consumers
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- Figure 46: Health/nutrient related attitudes towards salty snacks, November 2014
- Most consumers are flavour traditionalists
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- Figure 47: Flavour/brand attitudes towards salty snacks, November 2014
- A quarter of consumer prefer indulgent salty snacks
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- Figure 48: Indulging attitudes towards salty snacks, November 2014
The Consumer – Salty Snacks and Chinese Canadians
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- Key points
- Chinese Canadians show a high affinity for the category
- Chinese Canadians buy a wider range of salty snacks
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- Figure 49: Repertoire of salty snack usage, Chinese Canadians vs overall population, November 2014
- Salty snacks are consumed as regular snacks
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- Figure 50: Attitudes towards salty snacks (any agree): Chinese Canadians vs overall population, November 2014
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- Figure 51: Attributes when purchasing salty snacks: Chinese Canadians vs overall population, November 2014
The Consumer – Target Groups
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- Key points
- Three target groups
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- Figure 52: Target groups, November 2014
- The Health-Conscious Salty Snack Enthusiast (42%)
- Economical Taste Lover (31%)
- The Disengaged (27%)
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