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
- Volume growth continues
- Inflation returns to the market
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- Figure 1: Forecast of UK retail value sales of crisps, savoury snacks and nuts, 2012-22
- Crisps sales are revived
- Obesity remains an issue
- Household budgets squeezed as inflation returns
- Companies and brands
- Own-label is the big winner across all segments
- Walkers retains lead in potato-based and other snacks
- Walkers reverses its fortunes in crisps
- Potato snacks retain the top spot in NPD
- Vegetable snacks continue to attract NPD
- Adspend dips in 2017
- Intersnack and Heinz give boost to nut spend
- Trust and quality cement Walkers’ leading position
- The consumer
- Crisps/crisp-style snacks eaten by 90%
- Half of adults eat nuts; popcorn usage peaks among the young
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- Figure 2: Usage of crisps, savoury snacks and nuts, October 2017
- Treating oneself the top purchase driver for savoury snacks
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- Figure 3: Reasons for buying crisps, savoury snacks and nuts, October 2017
- Protein appeals in the savoury snack context
- Opportunities to spotlight health-boosting herbs/spices
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- Figure 4: Interest in product concepts in crisps, savoury snacks and nuts, October 2017
- The health halo of pulses extends to savoury snacks
- Crunch is important for crisp experience
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- Figure 5: Attitudes towards crisps, savoury snacks and nuts, October 2017
- What we think
Issues and Insights
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- Pulses are a good fit to tap high-protein interest
- The facts
- The implications
- Expectation of newness underlines the importance of flavour NPD
- The facts
- The implications
- Interest in flexitarianism extends to meat-style snacks
- The facts
- The implications
The Market – What You Need to Know
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- Volume growth continues
- Inflation returns to the market
- Crisps sales are revived
- Obesity remains an issue
- Household budgets squeezed as inflation returns
Market Size and Forecast
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- Volume growth continues for crisps, savoury snacks and nuts
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- Figure 6: UK retail value and volume sales of crisps, savoury snacks and nuts, 2012-22
- Inflation expected to support value growth
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- Figure 7: Forecast of UK retail value sales of crisps, savoury snacks and nuts, 2012-22
- Figure 8: Forecast of UK retail volume sales of crisps, savoury snacks and nuts, 2012-22
- Forecast methodology
Market Segmentation
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- Crisps sales are revived
- Baked snacks struggle while popcorn’s growth continues
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- Figure 9: UK retail value sales of savoury snacks, by segment, 2012-17
- Figure 10: UK retail volume sales of savoury snacks, by segment, 2012-17
- Inflation fuels value growth in nuts
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- Figure 11: Value and volume sales of nuts, by type of nut, 2016 and 2017
Market Drivers
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- Fight against obesity remains on the agenda
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- Figure 12: Concern about selected ingredients in food and non-alcoholic drink, October 2016
- PHE recommends 100-calorie limit to kids’ snacks
- Concept of “balanced diets” leaves room for treats
- Weakened Pound has put pressure on manufacturers
- Inflation sees household budgets squeezed
- Savoury snacks unlikely to benefit from the ageing population
- Growth in kids is good news for category
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- Figure 13: Trends in the age structure of the UK population, 2012-17 and 2017-22
- Out-of-home snacking is common
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- Figure 14: Where people typically snack, December 2016
Companies and Brands – What You Need to Know
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- Own-label is the big winner across all segments
- Walkers retains lead in potato-based and other snacks
- Walkers reverses its fortunes in crisps
- Potato snacks retain the top spot in NPD
- Vegetable snacks continue to attract NPD
- Adspend dips in 2017
- Intersnack and Heinz give boost to nut spend
- Trust and quality cement Walkers’ leading position
Market Share
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- Own-label is the big winner
- Walkers retains lead in potato-based and other snacks
- Pringles goes into decline
- Intersnack portfolio posts strong growth
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- Figure 15: Leading brands’ sales and shares in the UK potato-based and other snacks market, by value and volume, 2015/16 and 2016/17
- Walkers reverses its fortunes in crisps
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- Figure 16: Leading brands’ sales and shares in the UK crisps market, by value and volume, 2015/16 and 2016/17
- Jacob’s posts value declines following mixed results
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- Figure 17: Leading brands’ sales and shares in the UK baked snacks market, by value and volume, 2015/16 and 2016/17
- Top popcorn brand Butterkist is overtaken by own-label
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- Figure 18: Leading brands’ sales and shares in the UK popcorn market, by value and volume, 2015/16 and 2016/17
- Own-label continues dominance in nuts
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- Figure 19: Leading brands’ sales and shares in the UK nuts market, by value and volume, 2015/16 and 2016/17
Launch Activity and Innovation
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- Potato snacks retain the top spot in NPD
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- Figure 20: Share of new product launches in the UK crisps, savoury snacks and nuts market, by category, 2013-17
- NPD driven by a wide array of players
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- Figure 21: Share of new product launches in the UK crisps, savoury snacks and nuts market, by top 10 companies (sorted by 2017), 2013-17
- Walkers remains most active branded company
- Pringles launches Street Food flavours
- Walkers “Oven Baked” rebrand looks to emphasise low-fat credentials
- Vegetable snacks continue to attract NPD
- Sunbites enters nut segment with mixes, KP extends nuts to on the go
- Popcorn sees Pop Works & Company tap indulgence, Vibe aims for health
- Brands launch kids’ ranges in popcorn, fruit & veg crisps and nuts
- Meat snacks explore new meats
- Peperami launches beef products
- The Snaffling Pig Co teams up with Colman’s Mustard
Advertising and Marketing Activity
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- Adspend hits four-year high in 2016
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- Figure 22: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, 2013-17
- PepsiCo remains dominant in adspend
- Walkers launches campaign for UEFA Champions League sponsorship
- ‘Choose Me or Lose Me’ campaign tests consumers’ flavour loyalty
- ‘Movie Night’ promotion taps the “big night in” occasion
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- Figure 23: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by top 10 advertisers (sorted by 2016), 2013-17
- Intersnack and Heinz boost nut spend
- Hula Hoops ad aims to emphasise the brand’s fun personality
- Tyrrells makes TV ad debut
- Butterkist puts sharing at the centre of new TV campaign
- Metcalfe’s ads show unexpected ways of popping popcorn
- Pladis supports Jacob’s new Cracker Crisps and Mini Cheddars
- Mondelēz focuses on flavour in new Ritz adverts
- Peperami targets core audience with Comedy Central sponsorship
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 24: Attitudes towards and usage of selected brands, December 2017
- Key brand metrics
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- Figure 25: Key metrics for selected brands, December 2017
- Brand attitudes: Walkers excels on trust and value
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- Figure 26: Attitudes, by brand, December 2017
- Brand personality: Tyrrells stands out as exclusive
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- Figure 27: Brand personality – Macro image, December 2017
- Pringles has the lead on cool
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- Figure 28: Brand personality – Micro image, December 2017
- Brand analysis
- Walkers’ leading position is cemented by perceptions of trust and quality
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- Figure 29: User profile of Walkers, December 2017
- Fun and accessible are Pringles’ strongest associations
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- Figure 30: User profile of Pringles, December 2017
- Despite popcorn’s popularity, Butterkist lacks a strong image
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- Figure 31: User profile of Butterkist, December 2017
- KP shares lead as traditional
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- Figure 32: User profile of KP, December 2017
- Tyrrells has the strongest premium image
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- Figure 33: User profile of Tyrrells, December 2017
- Hula Hoops’ long-standing presence secures high awareness
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- Figure 34: User profile of Hula Hoops, December 2017
- Mattessons lacks a strong image
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- Figure 35: User profile of Mattessons, December 2017
The Consumer – What You Need to Know
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- Crisps/crisp-style snacks eaten by 90%
- Half of adults eat nuts; popcorn usage peaks among the young
- Treating oneself the top purchase driver for savoury snacks
- Protein appeals in the savoury snack context
- Opportunities to spotlight health-boosting herbs/spices
- The health halo of pulses extends to savoury snacks
- Crunch is important for crisp experience
Usage of Crisps, Savoury Snacks and Nuts
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- Crisps, savoury snacks and nuts are universally eaten
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- Figure 36: Repertoire of types of crisps, savoury snacks and nuts eaten, October 2017
- 90% eat crisps/crisp-style snacks
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- Figure 37: Usage of crisps and crisp-style snacks, October 2017
- Nuts are eaten by half of adults
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- Figure 38: Usage of nuts, October 2017
- Popcorn usage highest among the young
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- Figure 39: Usage of other types of savoury snacks, October 2017
- Usage of meat snacks remains limited
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- Figure 40: Frequency of eating crisps, savoury snacks and nuts, October 2017
- Baked formats have the lead
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- Figure 41: Types of crisps, savoury snacks and nuts eaten, October 2017
Reasons for Buying Crisps, Savoury Snacks and Nuts
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- Treating oneself is the main driver for savoury snack purchases
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- Figure 42: Reasons for buying crisps, savoury snacks and nuts, October 2017
- Popcorn takes the lead on evenings in, but lags behind crisps on lunch
- Crisps/crisp-style snacks lag on evenings in
- Meat snacks and crisps/crisp-style snacks lead in quenching hunger
- Meat snacks and crisps/crisp-style snacks are top choices for kids
Interest in Product Concepts in Crisps, Savoury Snacks and Nuts
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- Protein appeals in the savoury snack context
- Meat, bean and nut snacks are frontrunners in protein claims
- International snacks explore protein claims more broadly
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- Figure 43: Interest in product concepts in crisps, savoury snacks and nuts, October 2017
- Opportunities to spotlight health-boosting herbs/spices
- Interest in ways to customise snacks
- Scope for sauces/dips to add value
- Tailored flavours appeal to 18%
- Ingrained expectation of flavour innovation
- Nearly half of savoury snack eaters drawn to brands that push new flavours
- Interest in street food and sweet flavours
Attitudes towards Crisps, Savoury Snacks and Nuts
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- Pulse-based snacks enjoy a strong image as healthy and interesting
- The health halo of pulses extends to savoury snacks
- Pulse-based snacks are widely seen as interesting
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- Figure 44: Attitudes towards crisps, savoury snacks and nuts, October 2017
- Flexitarianism extends to meat-style snacks
- Texture plays a key role in crisps/crisp-style snacks
- Mixed snacks enjoy wide appeal
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 45: Total UK retail value sales of crisps, savoury snacks and nuts, best- and worst-case forecast, 2017-22
- Figure 46: Total UK retail volume sales of crisps, savoury snacks and nuts, best- and worst-case forecast, 2017-22
Appendix – Market Share
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- Figure 47: Leading manufacturers’ sales and shares in the UK potato-based and other snacks market, by value and volume, 2015/16 and 2016/17
- Figure 48: Leading manufacturers’ sales and shares in the UK crisps market, by value and volume, 2015/16 and 2016/17
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- Figure 49: Leading manufacturers’ sales and shares in the UK baked snacks market, by value and volume, 2015/16 and 2016/17
- Figure 50: Leading manufacturers’ sales and shares in the UK popcorn market, by value and volume, 2015/16 and 2016/17
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- Figure 51: Leading manufacturers’ sales and shares in the UK nuts market, by value and volume, 2015/16 and 2016/17
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Appendix – Launch Activity and Innovation
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- Figure 52: Share of new product launches in the UK crisps, savoury snacks and nuts market, by brands and own-label, 2013-17
- Figure 53: Share of new product launches in the UK crisps, savoury snacks and nuts market, by top 10 companies (sorted by 2017), 2013-17
- Figure 54: Share of new product launches in the UK crisps, savoury snacks and nuts market, by top 10 claims (sorted by 2017), 2013-17
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- Figure 55: Share of new product launches in the UK crisps, savoury snacks and nuts market, by top 10 flavour component (sorted by 2017), 2013-17
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