Table of Contents
Overview
-
- What you need to know
- Products covered in this Report
Executive Summary
-
- The market
- Volume and value growth continue for market and over next five years
-
- Figure 1: Forecast of UK retail value sales of crisps, savoury snacks, and nuts, 2013-23
- Sales jump for potato-based and other snacks, popcorn’s growth slows
-
- Figure 2: UK retail value sales of crisps, savoury snacks, and nuts, by segment, 2017 and 2018 (est)
- Healthy eating remains on the agenda
- Crisps packaging criticised in plastic waste debate
- Companies and brands
- Pringles reverses fortunes; Hula Hoops grows ahead of segment
-
- Figure 3: Leading brands’ shares in the UK potato-based, baked, and other snacks market, by value, 2017/18*
- Walkers sees mixed performances in crisps
-
- Figure 4: Leading brands’ shares of value sales in the UK crisps market, 2017/18*
- Flavour and texture remain central to NPD
- Health-led NPD continues
- PepsiCo retains substantial lead in adspend
- Intersnack maintains spend, Kettle Foods steps up activity
- Walkers’ leading position is cemented by perceptions of trust and quality
- The consumer
- Crisps, savoury snacks, and nuts are universally eaten
-
- Figure 5: Types of crisps, savoury snacks, and nuts eaten, October 2018
- Limited interest in healthier variants
-
- Figure 6: How often people look for healthier or new types of crisps, savoury snacks, and nuts, October 2018
- Low-fat is key health cue in the category, all-natural ingredients for the health-led
-
- Figure 7: Qualities looked for in healthier types of crisps, savoury snacks, and nuts, October 2018
- Many view crisps, savoury snacks, and nuts as a comfort food; snacks for drinks pairing appeal widely
-
- Figure 8: Behaviours relating to crisps, savoury snacks, and nuts, October 2018
- Price incentives are most likely to entice trial, a better-for-you positioning attracts interest
-
- Figure 9: Factors that would encourage trial of new types of crisps, savoury snacks, and nuts, October 2018
- What we think
Issues and Insights
-
- No simple path for category to achieve calorie reduction target
- The facts
- The implications
- Low-fat is key health cue for the category
- The facts
- The implications
- Scope to mine comfort food position in crisps, savoury snacks, and nuts
- The facts
- The implications
The Market – What You Need to Know
-
- Volume and value growth continue for market
- Growth on the cards over next five years
- Sales jump for potato-based and other snacks
- Popcorn’s growth slows; inflation fuels growth in nuts
- Healthy eating remains on the agenda
- Crisps packaging criticised in plastic waste debate
Market Size and Forecast
-
- Market continues to enjoy growth
- Sharing occasions and ‘snackification’ trends continue to support the market
- Value sales lifted by inflation
-
- Figure 10: UK retail value and volume sales of crisps, savoury snacks, and nuts, 2013-23
- The future
-
- Figure 11: Forecast of UK retail value sales of crisps, savoury snacks, and nuts, 2013-23
-
- Figure 12: Forecast of UK retail volume sales of crisps, savoury snacks, and nuts, 2013-23
- Forecast methodology
Market Segmentation
-
- Sales of potato-based and other snacks jumps
- Baked snacks value sales stabilises
-
- Figure 13: UK retail value sales of crisps, savoury snacks, and nuts, by segment, 2013-18
- Figure 14: UK retail volume sales of crisps, savoury snacks, and nuts, by segment, 2013-18
- Popcorn’s growth slows
- Meat snacks have benefitted from high protein trend
- Inflation continues to fuel growth in nuts
-
- Figure 15: UK retail value and volume sales of nuts, by sub-segment, 2017 and 2018
Market Drivers
-
- Healthy eating remains on the agenda
- PHE advise on limiting calorie consumption
- Crisps and savoury snacks are among categories called on to cut calories
- Category makes progress on salt reduction
- Category faces dual pressure to make packaging recyclable
- Spotlight on environmental impact of plastic waste
- Crisps packaging targeted by environmental campaigners
- Companies set to pay for recycling under new government plans
- Walkers and Pringles link with TerraCycle
- Two Farmers launches crisps with 100% compostable bag
- Brexit vote drives inflation
- Potato and wheat prices rise as crops are dented by weather
- Real incomes grow in 2018
- Squeezed incomes could benefit category
Companies and Brands – What You Need to Know
-
- Pringles reverses fortunes; Hula Hoops grows ahead of segment
- Walkers sees mixed performances in crisps
- Flavour and texture remain central to NPD
- Health-led NPD continues
- PepsiCo retains substantial lead in adspend
- Intersnack maintains spend, Kettle Foods steps up activity
- Walkers’ leading position is cemented by perceptions of trust and quality
Market Share
-
- The market sees a wave of acquisitions
- Intersnacks snaps up brands to build its premium and better-for-you offering
- Smaller brands extend their offering
- International conglomerates build their footing
- Leading brands enjoy value growth in potato-based and other snacks segment
- PepsiCo retains top position, but loses share
- Pringles reverses fortunes
- Hula Hoops grows ahead of segment
-
- Figure 16: Leading brands’ sales and shares in the UK potato-based, baked, and other snacks market, by value and volume, 2016/17 and 2017/18
- Walkers sees mixed performances in crisps
- Walkers Max leaps ahead, core range struggles
- Walkers Sensations grows following revamp, McCoy’s holds market share
-
- Figure 17: Leading brands’ sales and shares in the UK crisps market, by value and volume, 2016/17 and 2017/18
- Top popcorn brand Butterkist sees sales fall as segment momentum stalls
-
- Figure 18: Leading brands’ sales and shares in the UK popcorn market, by value and volume, 2016/17 and 2017/18
- Own-label reinforces position as leader in nuts
-
- Figure 19: Leading brands’ sales and shares in the UK nuts market, by value and volume, 2016/17 and 2017/18
- Peperami and Fridge Raiders dominate meat snacks
-
- Figure 20: Leading brands’ sales and shares in the UK meat snacks market, by value and volume, 2016/17 and 2017/18
Launch Activity and Innovation
-
- Flavour and texture remain central to NPD
- Quirky flavours look to ensure snacks’ relevance at Christmas and create buzz
-
- Figure 21: Selected Christmas variants of crisps, 2018
- NPD continues to explore on-trend cuisines
-
- Figure 22: Selected world food inspired snacks, 2018
- Interactive flavour experiences look to drive standout
- Seabrook Crisps offers a heat challenge
- Doritos and Create a Crisp invite fans to blend flavours
-
- Figure 23: Selected savoury snacks offering ‘interactive’ flavour experiences, 2018
- Textures get amped up – crunchiness and beyond
-
- Figure 24: Selected savoury snacks focusing on texture, 2018
- Packaging developments target green credentials and new occasions
- Crisps make headlines for packaging waste
- Packaging schemes and volume reductions from leading players
-
- Figure 25: Selected formats with less/biodegradable/recyclable packaging claims, 2018
- New pack sizes target new occasions
-
- Figure 26: Brands moving into grab bag and party pack formats, 2018
- Numerous players revamp pack design
-
- Figure 27: Walkers flavours of the decades and regional favourites, 2018
- Health-led NPD continues
- Fibre claims leap ahead, L/N/R fat is top minus claim
-
- Figure 28: Share of new product launches in the UK crisps, savoury snacks, and nuts market, by top 20 claims (sorted by 2018), 2014-18
- Protein claims are a growing trend
-
- Figure 29: Selected snacks highlighting protein, 2018
- Popped and puffed variants gain ground in NPD
-
- Figure 30: Share of crisps, nuts, and savoury snacks launches referencing puffed or popped production methods, 2014-18
- Beans and pulses stake their claim as better-for-you ingredients
-
- Figure 31: Selected snacks using ingredients like chickpeas, lentils, and beans, 2018
- Figure 32: Selected snacks using less well-established better-for-you ingredients, 2018
Advertising and Marketing Activity
-
- 2018 brings another year of declining ad spend
-
- Figure 33: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks, and nuts, 2014-18*
- PepsiCo retains substantial lead in adspend
-
- Figure 34: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks, and nuts, by top 10 advertisers (sorted by 2018), 2014-18
- Core Walkers brand looks to history, regionality, and Christmas in 2018 campaigns
-
- Figure 35: Walkers ‘Celebrating 70 Years Of The Nation's Favourite | Walkers Crisps’ ad, April 2018
- Figure 36: Walkers ‘Regional favourites ad, September 2018
-
- Figure 37: Walkers ‘Christmas festive flavours’ ad, November 2018
- On-pack promotions align with football World Cup and experience days
- New ad campaign supports repackaged Sunbites and the launch of Poppables
-
- Figure 38: Sunbites ‘Good Grows’ ad, July 2018
- Figure 39: Walkers Poppables ‘Taste the poppabilities’ ad, May 2018
- New flavour-focused variants enjoy strong support
-
- Figure 40: Walkers Sensations Streetmix ‘Feast For The Senses’ ad, September 2018
- Figure 41: Walkers Max Strong ‘Beer Magnets’ ad, January 2018
- Doritos puts the spotlight on ‘superfans’ and new Collisions
-
- Figure 42: Doritos Ultimate Superfan campaign, May 2018
- Figure 43: Doritos Collisions campaign, September 2018
- Intersnack broadly maintains spend in 2018
- McCoy’s and Hula Hoops bring back 2018 ads
-
- Figure 44: McCoy’s ‘When flavour calls’ ad, September 2018
-
- Figure 45: Hula Hoops ‘Hands Full’ ad, September 2018
- KP Nuts sees the return of CGI elephant and the launch of a pale ale and Christmas jumper
-
- Figure 46: KP Nuts ‘The Nut Nut’s Nut’ ad, July 2018
- Figure 47: KP Nuts ‘KPA’ and ‘The Ultimate Xmas Jumper’, October and December 2018
- Butterkist returns with 2017 ad
-
- Figure 48: Butterkist ‘Make the Moment’ ad, 2017 and March 2018
- KP Snacks promotes lighter snacks
- Kettle Foods steps up activity in 2018 to mark 30th anniversary in UK
-
- Figure 49: Kettle Chips ‘Real Food Real Pleasure’ ad, April 2018
- Pringles looks to World Cup and social media competitions
-
- Figure 50: Pringles ‘Pop, Play, Eat’ ad, May 2018
- Kerry supports relaunched Fridge Raiders umbrella brand
-
- Figure 51: Fridge Raiders ‘Get a Taste for Power’ ad, July 2018
- Peperami puts the spotlight on its beef variant
-
- Figure 52: Peperami ‘Meat My Brother from Another Mother’ ad, November 2018
- Nielsen Ad Intel coverage
Brand Research
-
- Brand map
-
- Figure 53: Attitudes towards and usage of selected brands, November 2018
- Key brand metrics
-
- Figure 54: Key metrics for selected brands, November 2018
- Brand attitudes: Walkers leads on positive perceptions
-
- Figure 55: Attitudes, by brand, November 2018
- Brand personality: Pringles stands out as fun
-
- Figure 56: Brand personality – Macro image, November 2018
- Low associations with unhealthy, but also with naturalness
-
- Figure 57: Brand personality – Micro image, November 2018
The Consumer – What You Need to Know
-
- Crisps, savoury snacks, and nuts are universally eaten
- Limited interest in healthier variants
- Most people are rarely adventurous in their snack choice
- Low-fat is key health cue in the category
- All-natural ingredients are top healthy priority for the most health-led
- Many view crisps, savoury snacks, and nuts as a comfort food
- Snacks designed for alcoholic drinks pairing garner widespread interest
- Price incentives are most likely to entice trial
- A better-for-you positioning attracts interest
Types of Crisps, Savoury Snacks, and Nuts Eaten
-
- ‘Everyone’ eats crisps, savoury snacks, and nuts
-
- Figure 58: Repertoire of types of crisps, savoury snacks, and nuts eaten, October 2018
- Crisps and crisp-style snacks are eaten near universally
-
- Figure 59: Types of crisps and crisp-style snacks eaten, October 2018
-
- Figure 60: Frequency of eating crisps, savoury snacks, and nuts, October 2018
- More than half of Brits eat nuts
-
- Figure 61: Types of nuts eaten, October 2018
- Popcorn is eaten by two in five…
- …while one in five eat meat snacks
-
- Figure 62: Types of other savoury snacks eaten, October 2018
- Baked is most popular healthier preparation type
-
- Figure 63: Styles of crisps, savoury snacks, and nuts eaten, October 2018
Demand for Healthier and New Types of Crisps, Savoury Snacks, and Nuts
-
- Three in 10 look for healthier types all or most of the time
- Limited interest in healthier variants poses a challenge in light of PHE targets
-
- Figure 64: How often people look for healthier or new types of crisps, savoury snacks, and nuts, October 2018
- 25-34-year-olds seek out healthier options most often
- Most people are rarely adventurous in their snack choice
- Core young users’ experimental mindset drives the need for newness
Qualities Looked for in Healthier Crisps, Savoury Snacks, and Nuts
-
- Low-fat is key health cue in the category
- Non-fried preparation and lower calories resonate less widely
-
- Figure 65: Qualities looked for in healthier types of crisps, savoury snacks, and nuts, October 2018
- Interest in low-salt peaks among over-65s
- Reduced salt claims can look to highlight PHE salt target compliance
-
- Figure 66: UK examples of reduced salt on-pack claims, 2018
- Positive nutrition has less impact
-
- Figure 67: Qualities looked for in healthier types of crisps, savoury snacks, and nuts, by frequency of looking for healthier types, October 2018
- All-natural ingredients are top priority for the most health-led
-
- Figure 68: Examples of UK crisps, savour snacks and nuts launches making all-natural ingredients and no artificial ingredients claims, 2018
Behaviours Relating to Crisps, Savoury Snacks, and Nuts
-
- No simple path to achieve calorie reduction target
- 43% would sooner eat less than switch to healthier variants
- Smaller packs risk being labelled shrinkflation
-
- Figure 69: Behaviours relating to crisps, savoury snacks, and nuts, October 2018
- Scope for category to leverage position as comfort food more
- Snacks designed for alcoholic drinks pairing garner widespread interest
- Walkers and Barmies offer snacks for beer, Made for Drinks targets rum and rioja
-
- Figure 70: Savoury snacks designed for drinks pairings, 2018
- KP Nuts launches a pale ale
-
- Figure 71: KP Nuts KPA beer launch, 2018
- Signposting on pack and in store co-merchandising are means to tap interest
-
- Figure 72: Joe & Seph’s popcorn packs recommending drinks pairings, 2018
Factors Encouraging Trial of New Crisps, Savoury Snacks, and Nuts
-
- 92% of consumers could be encouraged to try a new type
- Price incentives are most likely to entice trial
-
- Figure 73: Factors that would encourage trial of new types of crisps, savoury snacks, and nuts, October 2018
- Sampling will entice trial
- A better-for-you positioning attracts interest
- Products must deliver on taste and excitement alongside health
-
- Figure 74: Examples of crisps, savoury snacks, and nuts scoring above average as healthy and have a high instant reaction, as well as being seen as tasty and exciting, April 2018-January 2019
Appendix – Data Sources, Abbreviations, and Supporting Information
-
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
-
- Forecast methodology
-
- Figure 75: Total UK retail value sales of crisps, savoury snacks, and nuts, best- and worst-case forecast, 2018-23
- Figure 76: Total UK retail volume sales of crisps, savoury snacks, and nuts, best- and worst-case forecast, 2018-23
Appendix – Market Share
-
-
- Figure 77: Leading manufacturers’ sales and shares in the UK potato-based, baked, and other snacks market, by value and volume, 2016/17 and 2017/18
- Figure 78: Leading manufacturers’ sales and shares in the UK crisps market, by value and volume, 2016/17 and 2017/18
-
- Figure 79: Leading manufacturers’ sales and shares in the UK popcorn market, by value and volume, 2016/17 and 2017/18
- Figure 80: Leading manufacturers’ sales and shares in the UK nuts market, by value and volume, 2016/17 and 2017/18
-
- Figure 81: Leading manufacturers’ sales and shares in the UK meat snacks market, by value and volume, 2016/17 and 2017/18
-
Appendix – Launch Activity and Innovation
-
-
- Figure 82: Share of new product launches in the UK crisps, savoury snacks, and nuts market, by sub-category, 2014-18
- Figure 83: Share of new product launches in the UK crisps, savoury snacks, and nuts market, by launch type, 2014-18
- Figure 84: Share of new product launches in the UK crisps, savoury snacks, and nuts market, by branded and private label, 2014-18
- Figure 85: Share of new product launches in the UK crisps, savoury snacks, and nuts market, by top 10 companies (sorted by 2018), 2014-18
-
Appendix – Brand Research
-
- Walkers user profile
-
- Figure 86: User profile of Walkers, November 2018
- Pringles user profile
-
- Figure 87: User profile of Pringles, November 2018
- Doritos user profile
-
- Figure 88: User profile of Doritos, November 2018
- Kettle user profile
-
- Figure 89: User profile of Kettle, November 2018
- McCoy’s user profile
-
- Figure 90: User profile of McCoy’s, November 2018
- Pom-Bear headline
-
- Figure 91: User profile of Pom-Bear, November 2018
- Fridge Raiders user profile
-
- Figure 92: User profile of Fridge Raiders, November 2018
Back to top