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
- Deflation in the market in 2016
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- Figure 1: Forecast of UK value sales of crisps, savoury snacks and nuts, 2011-21
- Companies and brands
- Brands dominate NPD
- Adspend continues to rise in 2016
- Walkers stands out as a brand
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- Figure 2: Attitudes towards and usage of selected brands, December 2016
- The consumer
- 93% eat crisp/crisp-style snack
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- Figure 3: Usage of crisps and crisp-style snacks, by type, October 2016
- Favourite flavour and brand are top factors when buying crisps for oneself
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- Figure 4: Factors influencing choice when buying crisps/crisp-style snacks, October 2016
- Ongoing opportunities for brand extensions
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- Figure 5: Behaviours related to crisps/crisp-style snacks, October 2016
- Energy proposition of nuts is a positive
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- Figure 6: Attitudes towards crisps/crisp-style snacks, nuts and savoury snacks, October 2016
- What we think
Issues and Insights
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- Brand extensions offer a way to create new usage occasions
- The facts
- The implications
- Helping people to manage their intake should allow them to stay in the market
- The facts
- The implications
- Expected income squeeze will put pressure on premium segment
- The facts
- The implications
The Market – What You Need to Know
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- Deflation in the market in 2016
- Rising prices will fuel growth to 2021
- Crisps sales continue to fall
- Price rises could hit discretionary spending
- Health remains an issue
Market Size and Forecast
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- Deflation in the market in 2016
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- Figure 7: Total UK retail value and volume sales of the crisps, savoury snacks and nuts, at current and constant prices, 2011-21
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- Figure 8: Forecast of UK value sales of crisps, savoury snacks and nuts, 2011-21
- Figure 9: Forecast of UK volume sales of crisps, savoury snacks and nuts, 2011-21
- Other savoury snacks see volumes rise but value sales fall in 2016
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- Figure 10: UK retail value and volume sales of other savoury snacks*, at current and constant prices, 2011-21
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- Figure 11: Forecast of UK value sales of other savoury snacks*, 2011-21
- Crisps see ongoing deflation in 2016
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- Figure 12: UK retail value and volume sales of the crisps market, at current and constant prices, 2011-21
- Figure 13: Forecast of UK value sales of crisps, 2011-21
- Nuts see ongoing rise in value and volume sales
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- Figure 14: UK retail value and volume sales of the nuts market, at current and constant prices, 2011-21
- Figure 15: Forecast of UK value sales of nuts, 2011-21
- Forecast methodology
Market Segmentation
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- Crisps sales continue to fall
- Nuts and popcorn buck sales decline
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- Figure 16: UK retail value sales of savoury snacks, by category, 2011-16
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- Figure 17: UK retail volume sales of savoury snacks, by category, 2011-16
- Peanuts retain lead in the nuts segment
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- Figure 18: Value and volume sales of nuts, by type of nut, 2015 and 2016
Market Drivers
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- Consumer caution – and price rises – could hit discretionary spending
- Health remains an issue …
- … but there is room for occasional treats
- Demographic changes could impact the market
- Rise in the number of children could provide a boost
- Popcorn remains most popular among the young
- Catering to the older demographic
Companies and Brands – What You Need to Know
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- Walkers leads potato-based snacks, despite sales decline
- Walkers sees crisp sales decline
- Potato snacks continue to lead NPD
- Brands dominate NPD
- Adspend continues to rise in 2016
- Walkers stands out as a brand
Market Share
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- Walkers leads potato-based snacks, despite sales decline
- Pringles growth is helped by price cuts
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- Figure 19: Leading brands’ sales and shares in the UK potato-based and other snacks market, by value and volume, 2014/15 and 2015/16
- Walkers sees crisp sales decline, while premium brands grow
- McCoy’s, Ritz and Jacob’s grow
- Premium brands see growth
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- Figure 20: Leading brands’ sales and shares in the UK crisps market, by value and volume, 2014/15 and 2015/16
- Mini Cheddars leads baked snacks and popcorn
- Popcorn brands see growth
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- Figure 21: Leading brands’ sales and shares in the UK baked snacks and popcorn market, by value and volume, 2014/15 and 2015/16
- Own-label continues to dominate nuts
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- Figure 22: Leading brands’ sales and shares in the UK nuts market, by value and volume, 2014/15 and 2015/16
- Peperami and Mattessons dominate meat snacks
Launch Activity and Innovation
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- Potato snacks continue to lead NPD
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- Figure 23: Share of new product launches within the UK crisps, savoury snacks and nuts market, by category, 2012-16
- Vegetables crisps see a rise in NPD
- Brands dominate NPD
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- Figure 24: Share of new product launches within the UK crisps, savoury snacks and nuts market, by brands vs own-label, 2012-16
- Walkers continues to expand offering
- M&S is the most active company by NPD
- NPD targets sharing
- Brands extend into new areas, with popcorn a key feature
- PepsiCo looks to popcorn and cracker crisps
- Popcorn brands look to new directions
- Ritz moves into baked
- Health claims remain niche
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- Figure 25: Share of new product launches within the UK crisps, savoury snacks and nuts market, by selected health claims, 2012-16
- Focusing on positive nutrition
- Fibre claims see a rise
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- Figure 26: Share of new product launches within the UK crisps, savoury snacks and nuts market with high/added fibre claim, 2012-16
- Gluten-free claim continues to rise
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- Figure 27: Share of new product launches within the UK crisps, savoury snacks and nuts market, by the gluten-free claim, 2012-16
- Flavour innovation provides a means of differentiation
- Premium flavours
- Flavour tie-ups
- Mystery campaign from Doritos
- Tapping into seasonal occasions
Advertising and Marketing Activity
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- Adspend continues to rise in 2016
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- Figure 28: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, 2013-16
- Crisps/crisp-style snacks dominate spend
- Significant spend on meat snacks
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- Figure 29: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, 2013-16
- PepsiCo leads advertiser spend
- Walkers consistently advertises
- Doritos calls on snackers to eliminate least favourite flavour
- Intersnack supports Hula Hoops’ Golden Hoops
- Pladis more than doubles spend
- Kellogg’s cuts spend on Pringles
- Tyrrells launches first poster campaign
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- Figure 30: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by top 10 advertisers (sorted by 2016), 2013-16
- Walkers dominates by brand
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- Figure 31: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by top brands, 2016
- Campaigns through alternative channels
- Ten Acre launches story competition
- Propercorn creates new flavour through Institute of Flavour pop-up
- Fish ‘n’ Chips calls on consumers to vote red or brown
- Nielsen Ad Intel coverage
Brand Research
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- What you need to know
- Brand map
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- Figure 32: Attitudes towards and usage of selected brands, December 2016
- Key brand metrics
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- Figure 33: Key metrics for selected brands, December 2016
- Brand attitudes: Walkers has the best all-round image
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- Figure 34: Attitudes, by brand, December 2016
- Brand personality: Pringles is seen to be the most ‘fun’
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- Figure 35: Brand personality – Macro image, December 2016
- Peperami is seen to be most unhealthy
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- Figure 36: Brand personality – Micro image, December 2016
- Brand analysis
- Walkers has the strongest image: seen to be both trustworthy and innovative
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- Figure 37: User profile of Walkers, December 2016
- Pringles benefits from a fun and vibrant image
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- Figure 38: User profile of Pringles, December 2016
- Doritos is seen as fun, vibrant and diverse
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- Figure 39: User profile of Doritos, December 2016
- McCoy’s is seen widely as accessible and delicious
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- Figure 40: User profile of McCoy’s, December 2016
- Butterkist is associated with indulgence
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- Figure 41: User profile of Butterkist, December 2016
- Peperami is held back by an unappealing image
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- Figure 42: User profile of Peperami, December 2016
The Consumer – What You Need to Know
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- 93% eat crisps/crisp-style snacks
- 52% eat nuts
- Favourite flavour and brand are top factors when buying crisps for oneself
- Ongoing opportunities for brand extensions
- 42% are limiting their intake
- Energy proposition of nuts is a positive
- Promotions provide an excuse to purchase
Usage of Crisps, Savoury Snacks and Nuts
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- 93% eat crisp/crisp-style snack
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- Figure 43: Usage of crisps and crisp-style snacks, by type, October 2016
- Crisp users are conservative in their repertoire
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- Figure 44: Repertoire of crisps and crisp-style snacks eaten, October 2016
- 52% eat nuts
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- Figure 45: Usage of nuts and other snacks, by type, October 2016
- Popcorn remains most popular among the young
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- Figure 46: Usage of any popcorn, by age, October 2016
- Women less likely to eat meat snacks
- Users have a small repertoire of nuts and other snacks
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- Figure 47: Repertoire of nuts and other savoury snacks eaten, October 2016
- More than two in three eat crisps/crisp-style snacks and nuts once a week or more
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- Figure 48: Frequency of eating crisps/crisp-style snacks, nuts or popcorn, October 2016
Factors Influencing Choice
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- Favourite flavour and brand are top factors when buying crisps for oneself
- Brand loyalty bodes well for extensions
- Health and naturalness matter more when buying for self
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- Figure 49: Factors influencing choice when buying crisps/crisp-style snacks, October 2016
- Promotions provide an incentive to both solo and sharing occasions
- Cautious spending ahead, little interest in premium ingredients
- Sharing occasions prompt NPD in pack formats
Behaviours Related to Crisps/Crisp-Style Snacks
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- Ongoing opportunities for brand extensions
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- Figure 50: Behaviours related to crisps/crisp-style snacks, October 2016
- 42% are limiting their intake
- 42% prefer premium variants
Attitudes towards Crisps, Savoury Snacks and Nuts
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- Energy proposition of nuts is a positive
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- Figure 51: Attitudes towards crisps/crisp-style snacks, nuts and savoury snacks, October 2016
- Promotions provide an excuse to purchase
- Offering control through smaller portions and resealable packaging
- Packaging formats can help users feel in control
- Less but better
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Forecast methodology
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 52: Best- and worst-case forecasts for the total UK crisps, savoury snacks and nuts market, by value, 2016-21
- Figure 53: Best- and worst-case forecasts for the total UK crisps, savoury snacks and nuts market, by volume, 2016-21
- Figure 54: Best- and worst-case forecasts for the other savoury snacks* market, by value, 2016-21
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- Figure 55: Best- and worst-case forecasts for the other savoury snacks* market, by volume, 2016-21
- Figure 56: Forecast of UK volume sales of other savoury snacks*, 2011-21
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- Figure 57: Best- and worst-case forecasts for the crisps market, by value, 2016-21
- Figure 58: Best- and worst-case forecasts for the crisps market, by volume, 2016-21
- Figure 59: Forecast of UK volume sales of crisps, 2011-21
- Figure 60: Best- and worst-case forecasts for the nuts market, by value, 2016-21
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- Figure 61: Best- and worst-case forecasts for the nuts market, by volume, 2016-21
- Figure 62: Forecast of UK volume sales of nuts, 2011-21
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Appendix – Market Drivers
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- Figure 63: Trends in the age structure of the UK population, 2011-21
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Appendix – Market Share
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- Figure 64: Leading manufacturers’ sales and shares in the UK potato-based and other snacks market, by value and volume, 2014/15 and 2015/16
- Figure 65: Leading manufacturers’ sales and shares in the UK crisps market, by value and volume, 2014/15 and 2015/16
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- Figure 66: Leading manufacturers’ sales and shares in the UK baked snacks and popcorn market, by value and volume, 2014/15 and 2015/16
- Figure 67: Leading manufacturers’ sales and shares in the UK nuts market, by value and volume, 2014/15 and 2015/16
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Appendix – Launch Activity and Innovation
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- Figure 68: Share of new product launches within the UK crisps, savoury snacks and nuts market, by top 10 companies, 2012-16
- Figure 69: Share of new product launches within the UK crisps, savoury snacks and nuts market, by top 10 flavour components, 2012-16
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