Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Salty snacks maintain momentum
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- Figure 1: Total US sales and fan chart forecast of salty snacks, at current prices, 2012-22
- Salty snacks nearly universal, but individual types have room to grow
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- Figure 2: Salty snack purchase, December 2017
- Apart from meat snacks, expectations for nutrition, health benefits is low
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- Figure 3: Salty snack characteristics – Any snack net, December 2017
- The opportunities
- Younger snackers look for variety
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- Figure 4: Salty snack behaviors, by age, December 2017
- Heaviest snackers prioritize taste, but want healthy options too
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- Figure 5: Salty snack attitudes, by repertoire of salty snacks purchase, December 2017
- Make pretzels a medium for new flavor exploration
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- Figure 6: Pretzel product interest, by repertoire of salty snacks purchase, December 2017
- What it means
The Market – What You Need to Know
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- Salty snacks maintain momentum
- Performance varies across diverse range of segments
- Snacking continues to grow more prevalent
Market Size and Forecast
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- Salty snacks maintain momentum
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- Figure 7: Total US sales and fan chart forecast of salty snacks, at current prices, 2012-22
- Figure 8: Total US sales and forecast of salty snacks, at current prices, 2012-22
Market Breakdown
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- Performance varies across diverse range of segments
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- Figure 9: Share of total US sales of salty snacks, by segment, 2017
- Protein trend drives meat snacks
- Cheetos defines cheese snacks
- Premium ready-to-eat brand drive popcorn growth
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- Figure 10: Total US sales of salty snacks, by segment, 2012-17
Market Perspective
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- Potato and tortilla chips provide competition for other salty snacks
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- Figure 11: Sales of potato and tortilla chips, by segment, 2012-17
Market Factors
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- Snacking continues to grow more prevalent
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- Figure 12: Snacking frequency, March 2017
- Number of households with children down for now
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- Figure 13: Households, by presence of own children, 2007-17
- Rise in health issues puts spotlight on better-for-you snacks
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- Figure 14: Growth in health issues in the US, 2013-15
Key Players – What You Need to Know
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- PepsiCo strengthens its lead but faces intensified competition
- Ready-to-eat popcorn continues to gain
- Cheetos experiential marketing aligns with experiential products
- Functional snacking
Company Sales of Salty Snacks
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- PepsiCo strengthens its lead but faces intensified competition
- Ready-to-eat popcorn acquisition may help ConAgra reverse declines
- Campbell Soup becomes major player in snacking with Snyder’s-Lance
- Hershey expands snacks presence with Amplify acquisition
- Sales of salty snacks by company
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- Figure 15: Multi-outlet sales of salty snacks, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
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- Ready-to-eat popcorn continues to gain
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- Figure 16: Multi-outlet sales of popcorn, by sub-segment, 2012-17*
- Cheetos experiential marketing aligns with experiential products
- Smaller meat snack brands gain momentum
What’s Struggling?
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- Pretzels ready for reinvention
What’s Next?
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- Functional snacking
- Extending salty snacks into new occasions
The Consumer – What You Need to Know
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- Salty snacks nearly universal, but individual types have room to grow
- Apart from meat snacks, expectations for nutrition, health benefits is low
- Younger snackers look for variety
- Heaviest snackers prioritize taste, but want healthy options too
Salty Snack Purchase
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- Salty snacks nearly universal, but individual types have room to grow
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- Figure 17: Salty snack purchase, December 2017
- Youngest adults purchase most widely, 34-54s not far behind
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- Figure 18: Salty snack purchase, by age, December 2017
- Larger households purchase wider variety of salty snacks
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- Figure 19: Salty snack purchase, by household size, December 2017
- Hispanic consumers more likely to purchase most types of salty snacks
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- Figure 20: Salty snack purchase, by race/Hispanic origin, December 2017
Salty Snacks Characteristics
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- Apart from meat snacks, expectations for nutrition, health benefits is low
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- Figure 21: Salty snack characteristics, December 2017
- Health and nutrition priorities shift modestly by age
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- Figure 22: Salty snack characteristics – Popcorn, by age, December 2017
- Figure 23: Salty snack characteristics – Meat snacks, by age, December 2017
Pretzel Product Interest
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- Make pretzels a medium for new flavor exploration
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- Figure 24: Pretzel product interest, by repertoire of salty snacks purchase, December 2017
Meat Snack Product Interest
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- Younger purchasers more likely to be interested in new forms
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- Figure 25: Meat snacks product interest, by age, December 201
Popcorn Product Interest
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- All-natural ranks high in interest for popcorn
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- Figure 26: Popcorn product interest, December 2017
- Heaviest snackers look for variety in popcorn
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- Figure 27: Popcorn product interest, by repertoire of salty snacks purchase, December 2017
Salty Snack Behaviors
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- Opportunities for healthier, more nutrient-dense salty snacks
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- Figure 28: Salty snack behaviors, December 2017
- Younger snackers look for variety
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- Figure 29: Salty snack behaviors, by age, December 2017
Salty Snack Attitudes
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- Microwave popcorn may be ready for reinvention
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- Figure 30: Salty snack attitudes, December 2017
- Heaviest snackers prioritize taste, but want healthy options too
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- Figure 31: Salty snack attitudes, by repertoire of salty snacks purchase, December 2017
Correspondence Analysis – Salty Snack Occasions
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- Methodology
- Many similarities across types, with a few key exploitable differences
- Meat snacks could capture stress relief
- Opportunity for popcorn to strengthen on-the-go consumption
- Pretzels not uniquely associated with any use occasion
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- Figure 32: Correspondence Analysis – Salty snack occasion consumption, December 2017
- Figure 33: Salty snack occasion consumption, December 2017
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 – The Market
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- Figure 34: Total US sales and forecast of salty snacks, at inflation-adjusted prices, 2012-22
- Figure 35: Total US sales and forecast of cheese snacks, at current prices, 2012-22
- Figure 36: Total US sales and forecast of popcorn, at current prices, 2012-22
- Figure 37: Total US sales and forecast of pretzels, at current prices, 2012-22
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- Figure 38: Total US sales and forecast of corn snacks, at current prices, 2012-22
- Figure 39: Total US sales and forecast of meat snacks, at current prices, 2012-22
- Figure 40: Total US sales and forecast of pork rinds, at current prices, 2012-22
- Figure 41: Total US retail sales of salty snacks, by channel, at current prices, 2012-2017
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Appendix – Key Players
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- Figure 42: Multi-outlet sales of cheese snacks, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 43: Multi-outlet sales of popcorn, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 44: Multi-outlet sales of pretzels, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 45: Multi-outlet sales of corn snacks, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 46: Multi-outlet sales of meat snacks, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 47: Multi-outlet sales of pork rinds, by leading companies and brands, rolling 52 weeks 2016 and 2017
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