Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Steady growth continues for chips and dips
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- Figure 1: Total US sales and fan chart forecast of chips and dips, at current prices, 2010-20
- Tortilla chips generate fastest growth of four segments
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- Figure 2: Sales and forecast chips and dips, by segment, 2011-21
- Younger adults purchase a wider variety of chips and dips
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- Figure 3: Chips and dips purchase – Any purchase, by age, November 2016
- The opportunities
- Turn routine into impulse and discovery
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- Figure 4: Behaviors related to chips and dips, November 2016
- Chips can tap into interest in fresh salsas and dips
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- Figure 5: Chips and dips innovation areas, November 2016
- Leverage in-store sampling to drive trial of new flavors
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- Figure 6: Attitudes toward chips and dips concerning taste and experience – Agree strongly, by age, November 2016
- What it means
The Market – What You Need to Know
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- Steady growth continues for chips and dips
- Potato chips remain foundation for the category
- Snacking competition heats up
Market Size and Forecast
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- Steady growth continues for chips and dips
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- Figure 7: Total US sales and fan chart forecast of chips and dips, at current prices, 2010-20
- Figure 8: Total US sales and forecast of chips and dips, at current prices, 2011-21
Market Breakdown
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- Potato chips remain foundation for the category
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- Figure 9: Sales of chips and dips, by segment, 2016
- Tortilla chips generate fastest growth of four segments
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- Figure 10: Sales and forecast chips and dips, by segment, 2011-21
Market Perspective
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- Snacking competition heats up
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- Figure 11: Total US retail sales and forecast of salty snacks, by segment, at current prices, 2010-15
Market Factors
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- Snacking is the new norm
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- Figure 12: Attitudes and opinions about food – Any agree, 2010-16
- Shifting US demographics to impact market
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- Figure 13: Households, by presence of own children, 2006-16
- Figure 14: US population, by race and Hispanic origin, 2012-22
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- Figure 15: US population, by generation, 2012-22
Key Players – What You Need to Know
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- PepsiCo’s lead secure despite small share declines in key segments
- Wholly Guacamole typifies gains for refrigerated dips
- On the Border creates space in tortilla chips and salsa
- Always a next new flavor
- Beyond corn and potatoes: new chip bases
Company Sales of Chips and Dips
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- PepsiCo’s lead secure despite small share declines in key segments
- On the Border tortilla chips gain momentum for Truco Enterprises
- Company sales of chips and dips
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- Figure 16: MULO sales of chips, dips, and salsa, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
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- Wholly Guacamole
- Other refrigerated dips
- On the Border chips and salsa
- Cape Cod potato chips
- Other potato and tortilla chips
What’s Struggling?
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- Relics of the category’s regional past
What’s Next?
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- Always a next new flavor
- Beyond corn and potatoes: new chip bases
- Functional chips
The Consumer – What You Need to Know
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- Chip purchase nearly universal
- Dip purchase incidence just a little lower
- Opportunity to turn routine into impulse and discovery
- Strongest interest in fresh salsas and dips
- A permissible indulgence, but with limits
- Leverage in-store sampling to drive trial of new flavors
Chips and Dips Purchase
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- Chip purchase nearly universal
- Dip purchase incidence just a little lower
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- Figure 17: Chips and dips purchase, November 2016
- Younger adults purchase a wider variety of chips and dips
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- Figure 18: Chips and dips purchase – Any purchase, by age, November 2016
- Hispanics purchase a wider variety of chips and dips
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- Figure 19: Chips purchase – Any purchase, by race/Hispanic origin, November 2016
- Figure 20: Dips purchase – Any purchase, by race/Hispanic origin, November 2016
Factors Influencing Chips and Dips Purchase
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- New flavor a top motivator for increased chip purchase
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- Figure 21: Factors influencing chips purchase, November 2016
- Young purchasers focus on flavor; older adults consider health
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- Figure 22: Factors influencing chips purchase, by age, November 2016
- Figure 23: Factors influencing dips purchase, by age, November 2016
Behaviors Related to Chips and Dips
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- Opportunity to turn routine into impulse and discovery
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- Figure 24: Behaviors related to chips and dips, November 2016
- Younger adults most likely to buy on impulse
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- Figure 25: Behaviors related to chips and dips, by age, November 2016
Chips and Dip Innovation Areas
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- Strongest interest in fresh salsas and dips
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- Figure 26: Chips and dips innovation areas, November 2016
- Younger adults interested in wider variety of concepts
- Lifestyle-oriented packaging could extend to dips and salsa
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- Figure 27: Chips and dips innovation areas, by age, November 2016
Attitudes toward Chips and Dips
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- A permissible indulgence, but with limits
- Opportunity for packaging innovation
- Limited opportunity for better-for-you products
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- Figure 28: Attitudes toward chips and dips, November 2016
- Young adults more likely to indulge on chips and dips
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- Figure 29: Attitudes toward chips and dips concerning healthfulness – Agree strongly, by age, November 2016
- Leverage in-store sampling to drive trial of new flavors
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- Figure 30: Attitudes toward chips and dips concerning taste and experience – Agree strongly, by age, November 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 31: Total US sales and forecast of chips and dips, at inflation-adjusted prices, 2011-21
- Figure 32: Total US sales and forecast of potato chips, at current prices, 2011-21
- Figure 33: Total US sales and forecast of tortilla chips, at current prices, 2011-21
- Figure 34: Total US sales and forecast of salsa, at current prices, 2011-21
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- Figure 35: Total US sales and forecast of dips, at current prices, 2011-21
- Figure 36: Total US sales of chips and dips, by retail channel, 2011-16
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Appendix – Key Players
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- Figure 37: MULO sales of potato chips, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 38: MULO sales of tortilla chips, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 39: MULO sales of salsa, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 40: MULO sales of dips, by leading companies and brands, rolling 52 weeks 2015 and 2016
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