Table of Contents
Overview
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- What you need to know
- Products covered in this report
Executive Summary
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- The market
- Crisps, nuts and savoury snacks see slight growth in 2015
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- Figure 1: Total UK retail value sales and forecast of the crisps, nuts and savoury snacks market, 2010-20
- Potato-based and other snacks overtake crisps by value sales
- Health remains an ongoing issue
- Rising incomes should help support sales
- Companies and brands
- Walkers continues to dominate crisps and potato-based and other snacks
- Potato snacks lead NPD
- Pepsi leads by adpsend
- Walkers has the strongest brand image
- The consumer
- 92% eat crisps/crisp-style snacks
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- Figure 2: Usage of crisps and crisp-style snacks, by type, October 2015
- Nuts eaten by 52%, especially 45-54s
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- Figure 3: Usage of nuts and other snacks, by type, October 2015
- Treat positioning appeals to 82%
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- Figure 4: Attitudes towards crisps/crisp-style snacks, October 2015
- Naturalness appeals to 35%, particularly the over-65s
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- Figure 5: Attributes worth paying more for, when buying crisps/crisp-style snacks, October 2015
- Health benefits of nuts are noted by about 80%
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- Figure 6: Attitudes towards nuts and popcorn, October 2015
- What we think
Issues and Insights
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- Healthier crisp NPD would be well-received
- The facts
- The implications
- Artisanal products help premiumise the market
- The facts
- The implications
- NPD that caters to personalisation provides a route to engaging consumers
- The facts
- The implications
The Market – What You Need to Know
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- Crisps, nuts and savoury snacks see slight growth in 2015
- Future growth is forecast
- Potato-based and other snacks overtake crisps by value sales
- Health remains an ongoing issue
- Rising incomes should help support sales
Market Size and Forecast
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- Crisps, nuts and savoury snacks see slight growth in 2015
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- Figure 7: Total UK retail value and volume sales of the crisps, nuts and savoury snacks market, 2010-20
- Future growth is forecast
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- Figure 8: Total UK retail value sales and forecast of the crisps, nuts and savoury snacks market, 2010-20
- Figure 9: Total UK retail volume sales and forecast of the crisps, nuts and savoury snacks market, 2010-20
- Crisps see deflation in 2015
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- Figure 10: UK retail value and volume sales of the crisps/chips market, 2010-20
- Figure 11: UK retail value sales and forecast of the crisps/chips market, 2010-20
- Sales of nuts driven by high inflation
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- Figure 12: UK retail value and volume sales of the nuts market, 2010-20
- Figure 13: UK retail value sales and forecast of the nuts market, 2010-20
- Other savoury snacks
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- Figure 14: UK retail value and volume sales of the other savoury snacks* market, 2010-20
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- Figure 15: UK retail sales and forecast of the savoury snacks* market, by value, 2010-20
- Forecast methodology
Market Segmentation
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- Potato-based and other snacks overtake crisps by value sales
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- Figure 16: UK retail value sales of savoury snacks, by category, 2010-15
- Figure 17: UK retail volume sales of savoury snacks, by category, 2010-15
- Peanuts continue to lead the nuts category
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- Figure 18: Value and volume sales of nuts, by type of nut, 2014 and 2015
Market Drivers
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- Health remains an ongoing issue
- Increase in spending should boost the market
- Demographic changes set to affect the market
- Rise in households with children could bolster crisps
- Nuts popular among the growing, ageing demographic
- Popcorn is popular among the young
Companies and Brands – What You Need to Know
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- Walkers continues to dominate
- Potato snacks lead on NPD
- Pepsi leads by adpsend
- Walkers has the strongest brand image
Market Share
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- Walkers continues to dominate crisps, despite sales decline
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- Figure 19: Leading brands’ sales and shares in the UK crisps market, by value and volume, 2013/14-2014/15
- Figure 20: Leading manufacturers’ sales and shares in the UK crisps market, by value and volume, 2013/14-2014/15
- Potato-based and other snacks
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- Figure 21: Leading brands’ sales and shares in the UK potato-based and other snacks market, by value and volume, 2013/14-2014/15
- Figure 22: Leading manufacturers’ sales and shares in the UK potato-based and other snacks market, by value and volume, 2013/14-2014/15
- Own- label dominates nuts
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- Figure 23: Leading brands’ sales and shares in the UK nuts market, by value and volume, 2013/14-2014/15
- Figure 24: Leading manufacturers’ sales and shares in the UK nuts market, by value and volume, 2013/14-2014/15
- Baked snacks and popcorn
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- Figure 25: Leading brands’ sales and shares in the UK baked snacks and popcorn market, by value and volume, 2013/14-2014/15
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- Figure 26: Leading manufacturers’ sales and shares in the UK baked snacks and popcorn market, by value and volume, 2013/14-2014/15
- Mattessons and Peperami lead meat snacks
Launch Activity and Innovation
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- Potato snacks lead NPD
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- Figure 27: Share of new product launches within the UK crisps, savoury snacks and nuts market, by category, 2011-15
- Innovation is fragmented, with no single company standing out as leader
- Plain flavours still dominate, but manufacturers are looking to NPD
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- Figure 28: Share of new product launches within the UK crisps, savoury snacks and nuts market, by top 10 flavour components, 2011-15
- Experiential flavours bring excitement to the category
- Flavour enhancers could personalise plainer products
- All-natural positioning delivers on health attributes
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- Figure 29: Share of new product launches within the UK crisps, savoury snacks and nuts market, by selected health claims, 2011-15
- Low salt popcorn would appeal but remains niche
- Vegetable crisp NPD looks to cater to consumer interest
- Meat snacks continue to focus on protein and snackability
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- Figure 30: Share of new product launches within the UK crisps, savoury snacks and nuts market, by the high protein claim, 2011-15
- Nut brands should push the protein claim
- Brands extend into new areas
- More brands enter cracker crisps market
- Pringles launches Tortilla Chips range
- Graze enters the retail market
Advertising and Marketing Activity
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- Adspend rises in 2015
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- Figure 31: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, 2011-2015
- Crisps dominate, although popcorn sees greatest rise
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- Figure 32: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by category, 2011-2015
- Pepsi leads by adpsend
- Walkers keeps advertising consistent
- Doritos focuses on boldness
- Pringles accounts for the majority of Kellogg’s spend
- Butterkist returns to TV screens
- Jacob’s switches spend to Cracker Crisps line
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- Figure 33: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by top 10 advertisers (sorted by 2015), 2011-2015
- Walkers leads by brand spend
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- Figure 34: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by brands, 2015
- Nielsen Media Research coverage
Brand Research – Crisps, Savoury Snacks and Nuts
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- What you need to know
- Brand map
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- Figure 35: Attitudes towards and usage of selected brands, October 2015
- Key brand metrics
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- Figure 36: Key metrics for selected crisp and savoury snack brands, October 2015
- Brand attitudes: Hula Hoops most likely to be noted for value
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- Figure 37: Attitudes, by brand, October 2015
- Brand personality: Walkers Market Deli encourages a more exclusive brand image
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- Figure 38: Brand personality – macro image, October 2015
- Pringles has a cool image, but is most likely to be associated with being unhealthy
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- Figure 39: Brand personality – micro image, October 2015
- Brand analysis
- Walkers has all-round brand strength, which looks set to continue
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- Figure 40: User profile of Walkers, October 2015
- Pringles is seen as upbeat, but has a stronger association with unhealthiness
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- Figure 41: User profile of Pringles, October 2015
- McCoy’s has a fairly central position on brand maps
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- Figure 42: User profile of McCoy’s, October 2015
- Doritos enjoys an upbeat brand image but lacks perception of tradition
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- Figure 43: User profile of Doritos, October 2015
- Walkers Market Deli is considered special and indulgent, but currently lacks trust
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- Figure 44: User profile of Walkers Market Deli, October 2015
- KP is the most likely to be associated with tradition, and struggles to engage with younger groups
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- Figure 45: User profile of KP, October 2015
- Hula Hoops has the closest association with negative traits like basic and bland
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- Figure 46: User profile of Hula Hoops, October 2015
The Consumer – What You Need to Know
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- 92% eat crisps/crisp-style snacks
- More than six in 10 eat crisps/crisp-style snacks and nuts once a week or more
- Nuts eaten by 52%, especially 45-54s
- Treat positioning appeals to 82%
- Naturalness appeals to 35%, particularly the over-65s
Consumer Usage
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- 92% eat crisps/crisp-style snacks
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- Figure 47: Usage of crisps and crisp-style snacks, by type, October 2015
- Crisp users have a small repertoire
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- Figure 48: Repertoire of crisps and crisp-style snacks eaten, October 2015
- Nuts eaten by 52%, especially 45-54s...
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- Figure 49: Usage of nuts and other snacks, by type, October 2015
- …while 35% eat popcorn, especially 16-44s
- Almost a quarter eat just one type of nuts/other snacks
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- Figure 50: Repertoire of nuts and other snacks eaten, October 2015
- More than six in 10 eat crisps/crisp-style snacks and nuts once a week or more
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- Figure 51: Frequency of eating crisps, crisp-style snacks and/or nuts, October 2015
Attitudes towards Crisps and Crisp-Style Snacks
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- Treat positioning appeals to 82%
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- Figure 52: Attitudes towards crisps/crisp-style snacks, October 2015
- 72% agree it’s important to cater to the family on flavour
- New products appeal to 66%
- Potential for alternative oils
Attributes Worth Paying More For, When Buying Crisps/Crisp-Style Snacks
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- Naturalness appeals to 35%, particularly the over-65s
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- Figure 53: Attributes worth paying more for, when buying crisps/crisp-style snacks, October 2015
- Emphasising support for British farmers appeals to 34%
- Quality cues appeal to three in ten
- 24% would pay more for adventurous flavours, particularly 16-34s and high earners
Attitudes towards Nuts and Popcorn
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- Health benefits of nuts are noted by about 80%
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- Figure 54: Attitudes towards nuts and popcorn, October 2015
- Personalisation appeals to popcorn users
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast Methodology
Appendix – Market Drivers
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- Figure 55: Trends in the age structure of the UK population, 2010-20
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Appendix – Market Size and Forecast
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- Figure 56: Best- and worst-case forecasts for the total UK crisps, savoury snacks and nuts market, by value, 2015-20
- Figure 57: Best- and worst-case forecasts for the total UK crisps, savoury snacks and nuts market, by volume, 2015-20
- Figure 58: Best- and worst-case forecasts for the total UK crisps market, by value, 2015-20
- Figure 59: Best- and worst-case forecasts for the total UK crisps market, by volume, 2015-20
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- Figure 60: Forecast of UK retail sales of crisps, by volume, 2010-20
- Figure 61: Best- and worst-case forecasts for the total UK nuts market, by value, 2015-20
- Figure 62: Best- and worst-case forecasts for the total UK nuts market, by volume, 2015-20
- Figure 63: Forecast of UK retail sales of nuts, by volume, 2010-20
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- Figure 64: Best- and worst-case forecasts for the total UK savoury snacks* market, by value, 2015-20
- Figure 65: Best- and worst-case forecasts for the total UK savoury snacks* market, by volume, 2015-20
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- Figure 66: Forecast of UK retail sales of savoury snacks*, by volume, 2010-20
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