The U.S. Market for Salted Snacks
Jun 1, 2002
282 Pages - Pub ID: LA728892
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  1. Executive summary
    Scope and Methodolgy
    • Report Methodology
    • Products Covered
    • Excluded From the Report
    • Definitions Are Arbitrary

    The Market
    • Market Size and Growth
    • Table 1-1: U.S. Retail Dollar Sales of Salted Snacks, by Category, 1997-2006 (dollars): Potato Chips, Tortilla/Corn Chips, Snack Nuts, Popcorn, Pretzels, Extruded Snacks, Other Salted Snacks
    • Factors Affecting Market Growth
    • Market Composition
    • Figure 1-1: Share of U.S. Salted Snack Sales by Product Category, 2001 (percent): Potato Chips, Tortilla/Corn Chips, Snack Nuts, Popcorn, Pretzels, Extruded Snacks, Other

    The Marketers
    • Snack Market a Fragmented Industry
    • Frito-Lay is Market Leader in Most Categories
    • Procter & Gamble is the Second Place Market Leader
    • General Mills Another Market Leader
    • Nabisco Dominates Nuts Category
    • ConAgra Popcorn Leader
    • Smaller Firms Fight for Market Share in Some Categories
    • New Product Trends

    Distribution and Retail
    • Salted Snacks Distributed by Variety of Methods
    • Salted Snacks Sold in Variety of Retail Outlets
    • Leading Retail Outlet—Supermarkets
    • Figure 1-2: Share of U.S. Salted Snack Sales by Retail Outlet, 2001 (percent): Supermarkets, Convenience Stores, Mass Merchandisers, Grocery Stores, Warehouse Clubs, Vending, Drugstores

    The Consumer
    • Notes on Simmons Market Research Bureau Data
    • Salted Snack Use Fairly Consistent For All Product Categories
    • Potato Chips Used by Nearly Everyone
    • Tortilla and Corn Chips are Used by 75% of Decision Makers
    • Popcorn Second Most Widely Used Salted Snack
  2. The Products
    Salted Snacks
    • Scope of the Report
    • Excluded from the Report

    Snacks
    • What is a Snack?
    • Why Eat a Snack?
    • Snacks Also Eaten with Meals
    • Difference Between Meal and Snack
    • Meals and Family Schedules
    • Four Meals a Day
    • Definitions are Arbitrary

    Potato Chips
    • What Started as a Joke
    • Production Capabilities Make Chips Mainstream
    • How are Potato Chips Made?
    • Potato Chips Certainly Not Boring
    • All Natural and Organic Chips

    Tortilla/Corn Chips
    • Historic Roots
    • Dramatic Growth
    • Tortilla Chips Available in Stores
    • How Corn Chips Are Made and Processed
    • Growth in Hispanic Population
    • Different Varieties

    Popcorn
    • Long History
    • Products Covered
    • Popcorn—A Lower Calorie Snack
    • Microwave Popcorn Types Abound
    • Healthy Salted Snack
    • Microwave Growth

    Pretzels
    • Little Reward
    • How They Are Made and Processed
    • Low-fat and Health
    • Pretzel Popularity

    Snack Nuts
    • Traced to Ancient Times
    • Actually a Legume
    • Single Varieties and Mixes
    • Who Typically Purchases
    • Where Produced
    • Healthier Snacks
    • Source of Fiber

    Extruded Snacks
    • What Are They?
    • The First Products
    • Healthier Varieties

    Other Salted Snacks
    • What Are Other Salted Snacks
    • Fabricated Chips
    • Miscellaneous Salted Snacks

    New Product Trends
    • Shapes and Flavors
    • Ethnic Foods
    • Low-fat and Fat Free
    • Natural and Organic

    Packaging
    • Most Salted Snacks Bagged
    • Unusually Wide Range of Package Sizes
    • Other Packagings
    • Freshness Dating

    Government Regulation
    • Federal Regulations
    • Nutrition Labeling and Education Act
    • Allergy Labels
    • Approval of Olestra
    • Trans Fatty Acids and Expanded Labeling
    • Genetically Modified (GMO)
  3. The Market
    Market Size and Growth
    • 2001 Salted Snacks Sales Reach Nearly $19 Billion
    • Table 3-1: U.S. Retail Sales of Salted Snacks, 1997-2001 (dollars and pounds)
    • Figure 3-1: U.S. Retail Sales of Salted Snacks 1997-2001 (dollars)
    • Potato Chip Sales Exceed $5.5 Billion
    • Table 3-2: U.S. Retail Sales of Potato Chips, 1997-2001 (dollars and pounds)
    • Tortilla and Corn Chip Sales Reach Nearly $4.8 Billion
    • Table 3-3: U.S. Retail Sales of Tortilla and Corn Chips, 1997-2001 (dollars and pounds)
    • Snack Nuts Are the Fastest Growing Segment
    • Table 3-4: U.S. Retail Sales of Snack Nuts, 1997-2001 (dollars and pounds)
    • Popcorn Sales Grow 4.3% Annually
    • Table 3-5: U.S. Retail Sales of Popcorn, 1997-2001 (dollars and pounds)
    • Pretzel Sales Flat
    • Table 3-6: U.S. Retail Sales of Pretzels, 1997-2001 (dollars and pounds)
    • Extruded Sales Top $1 Billion
    • Table 3-7: U.S. Retail Sales of Extruded Snacks, 1997-2001 (dollars and pounds)
    • Other Snack Sales Grow to Over $2.4 Billion
    • Table 3-8: U.S. Retail Sales of Other Salted Snacks, 1997-2001 (dollars and pounds)

    Market Composition
    • Potato Chips Lead Market
    • Table 3-9: Share of U.S. Salted Snacks Sales by Product Category, 2001 (dollars and percent): Potato Chips, Tortilla/Corn Chips, Snack Nuts, Popcorn, Pretzels, Extruded Snacks, Other
    • Figure 3-2: Share of U.S. Salted Snack Sales by Product Category, 2001
    • Snack Nuts Outperform All Other Categories
    • Table 3-10: Compound Average Growth Rate of U.S. Salted Snacks Sales by Product Category, 1997-2001 (dollars and percent): Potato Chips, Tortilla/Corn Chips, Snack Nuts, Popcorn, Pretzels, Extruded Snacks, Other
    • Supermarkets Largest Salted Snack Distribution Channel
    • Table 3-11: Sales of U.S. Salted Snacks Sales by Distribution Category, 2001 (dollars and percent): Potato Chips, Tortilla/Corn Chips, Snack Nuts, Popcorn, Pretzels, Extruded Snacks, Other
    • Holiday Salted Snack Sales
    • Figure 3-3: Share of U.S. Salted Snack Sales by Retail Outlet, 2001 (percent): Supermarkets, Convenience Stores, Mass Merchandisers, Groceries, Warehouse Clubs, Vending, Drugstores, Other

    Factors Affecting Market Growth
    • Snacks Meet the Increasing Demands of Busy Lifestyles
    • Strong Economic Growth
    • Salted Snacks and Home Movies
    • Cross Merchandising Options Grab New Sales
    • Targeted Merchandising Increases Sales
    • Grab and Go Packaging
    • Consumer Backlash Against Low-fat Snacks
    • Consumers’ Concerns about Nutritional Value
    • Olestra Sales Fizzle After Successful Start
    • New Product Development Leads Market Growth
    • Convenience Foods Compete with Salted Snacks
    • Private Label and Competition
    • The Success of Innovation

    Projected Retail Sales
    • Strong Growth Projected
    • Table 3-12: Projected U.S. Retail Sales of Total Salted Snacks Market, 2001-2006 (dollars)
    • New Flavors Make Old Favorite New
    • Table 3-13: Projected U.S. Retail Sales of Potato Chips, 2001-2006 (dollars)
    • Tortilla/Corn Chip Market Grows to $6.9 Billion
    • Table 3-14: Projected U.S. Retail Sales of Tortilla and Corn Chips, 2001-2006 (dollars)
    • Snack Nut Sales Faster Than Other Segments
    • Table 3-15: Projected U.S. Retail Sales of Snack Nuts, 2001-2006 (dollars)
    • Movie Watching Increases Popcorn Sales
    • Table 3-16: Projected U.S. Retail Sales of Popcorn, 2001-2006 (dollars)
    • Future for Pretzels in New Flavors
    • Table 3-17: Projected U.S. Retail Sales of Pretzels, 2001-2006 (dollars)
    • Children’s Sales Will Drive Extruded Market
    • Table 3-18: Projected U.S. Retail Sales of Extruded Snacks, 2001-2006 (dollars)
    • New Flavors Drive Other Salted Snack Growth
    • Table 3-19: Projected U.S. Retail Sales of Other Salted Snacks, 2001-2006 (dollars)
  4. The Marketers
    Snack Market a Fragmented Industry
    • Smaller Companies Hold Market Shares of Less Than 1%
    • Frito-Lay Market Leader in Most Categories
    • Plenty of Market Available
    • Brand Recognition
    • Most Marketers Compete in More than One Category
    • Procter & Gamble is Number Two Market Leader
    • General Mills Market Leader
    • Nabisco Dominates Nuts Category
    • ConAgra Popcorn Leader
    • Smaller Firms Fight for Market Share in Some Categories
    • Table 4-1: Selected Salted Snack Marketers and Brands, 2001 (50 marketers)

    Marketer and Brand Shares
    • Note on Share Data
    • Frito-Lay Leads the Market
    • Figure 4-1: Marketer Shares of Salted Snacks Market, 2001 (percent): Frito-Lay, Private Label, Kraft/Nabisco, Procter & Gamble, General Mills, ConAgra, Snyder’s of Hanover, Wise Foods, Utz, and Other
    • Seven Companies on Second Tier
    • Table 4-2: Share of U.S. Salted Snacks Sales by Marketer, 2001 (percent): 8 marketers
    • Frito-Lay Controls More Than 68% of the Potato Chip Market
    • Table 4-3: Marketer and Brand Shares of Potato Chip Sales, 2001 (percent): 25 marketers
    • Frito-Lay Holds a Near Monopoly in the Tortilla/Corn Chip Market
    • Table 4-4: Marketer and Brand Shares of Tortilla/Corn Chip Sales, 2001 (percent): 7 marketers, 13 brands
    • Nabisco’s Planter Brand—Snack Nut Leader
    • Table 4-5: Marketer and Brand Shares of Snack Nut Sales, 2001 (percent): 12 marketers, 16 brands
    • ConAgra Leads Popcorn Market
    • Table 4-6: Marketer and Brand Shares of Microwave and Ready-to-Eat Popcorn Sales, 2001 (percent): 9 marketers, 15 brands
    • Snyder’s of Hanover Competing Force in Pretzel Market
    • Table 4-7: Marketer and Brand Shares of Pretzel Sales, 2001 (percent): 20 marketers, 22 brands
    • Cheetos Brand Dominates Cheese Snack Category
    • Table 4-8: Marketer and Brand Shares of Extruded Snacks, 2001(percent): 14 marketers, 15 brands
    • Table 4-8: Frito-Lay and Procter & Gamble Compete for Top Spot
    • Table 4-9: Marketer and Brand Shares of Other Salted Snacks, 2001 (percent): 13 marketers, 25 brands
    • Table 4-9: Competitive Overview
    • Shelf Life of Products—Highly Perishable
    • Only National Marketer of Traditional Chips—Frito-Lay
    • Regional Brands Depend on Regional Loyalties
    • All Marketers Strive to Keep Their Products Hot
    • Pricing
    • Production Costs
    • Shelf Space
    • Effective Marketing

    Company Profile: ConAgra Foods, Inc.
    • Company Overview
    • Growth Through Acquisitions
    • Building a Portfolio of Salted Snacks
    • Packaged Foods Segment
    • Refrigerated Foods Segment
    • Agricultural Products
    • Total Sales up 7% in Fiscal 2001
    • ConAgra’s Strategic Directive for Fiscal Year 2002

    Company Profile: General Mills, Inc.
    • Company Overview
    • Wide Range of Big Name Products
    • Salted Snacks Are Popcorn, Snack Mixes, and Corn Snacks
    • Fiscal 2001 Highlights
    • General Mills Growth Formula
    • Pillsbury Acquisition

    Company Profile: Herr Foods, Inc.
    • Company Overview
    • Home Town Feeling
    • Sales Down in 2001 for Most Product Categories
    • Products Compete with the Big Boys

    Company Profile: Lance, Inc.
    • Corporate Overview
    • Wide Range of Snack Food Products
    • Tamming Foods Ltd. and Cape Cod Potato Chips Acquired
    • Sales Increase to $582.9 Million
    • Strategic Growth Objectives

    Company Profile: PepsiCo, Inc./Frito-Lay Inc.
    • Company Overview
    • PepsiCo has Leadership Positions in Several Markets
    • Pepsi-Cola Beverages
    • Tropicana Beverages
    • Quaker Oats Acquisition
    • Strategic Move—From Beverage to Food Company
    • SoBe Acquisition
    • Frito-Lay Subsidiary Overview
    • Distribution Channels
    • Sales to Increase to $26.6 Billion
    • Frito-Lay Leads Salted Snack Market

    Competitive Profile: Philip Morris Companies, Inc./Kraft Foods
    • Company Overview
    • Marlboro Built Philip Morris
    • Nabisco, Inc. Purchase
    • Philip Morris’ Sales Reach $89.9 Billion
    • Five Powerful Business Segments
    • Kraft Company Overview
    • Kraft Foods Sales Exceed $26 Billion
    • Kraft Strategic Direction

    Company Profile: The Procter & Gamble Company
    • Company Overview
    • Leading Marketer of Potato Crisps
    • Torengos Tortilla Chip Introduction
    • Major Consumer Brands
    • Sales Drop to $39.2 Billion
    • The 2005 Initiative
    • Strategic Focus
    • New Alliance with Coca Cola
    • Olestra Plant Sold

    Company Profile: Snyder’s of Hanover, Inc.
    • Corporate Overview
    • Snyder’s Product Line Focuses on Pretzels
    • Wide Variety of Pretzel Offerings
    • Eat Smart Snacks Appeal to Health Conscience Consumers
    • Snyder’s Purchases Revonah Pretzel Co.

    Company Profile: UTZ Quality Foods, Inc.
    • Company Overview
    • Business Centered Around Hanover
    • Utz’s Products
    • UtzFocus Increases Sales
    • Promotional Alliance with NASCAR’s Rusty Wallace

    Competitive Profile: Wise Foods, Inc.
    • Corporate Overview
    • Ninth Place Salted Snack Marketer

    New Product Trends
    • Snack Nuts Dominates New Product Introductions
    • Table 4-10: Selected New Product Introductions, 2001-2002 (31 marketers, 36 brands)
    • Gourmet Snack Trends
    • Table 4-11: Selected New Product Introductions, Gourmet, 2000-2002 (17 marketers, 19 brands)
    • Natural and Organic Product Introductions
    • Table 4-12: Selected New Product Introductions, Natural and Organic, 2001-2002 (5 marketers, 7 brands)
    • New Product Introductions Based on New Packaging
    • Table 4-13: Selected New Product Introductions, Packaging, 2000-2002 (10 marketers, 13 brands)

    Advertising and Promotion
    • Over $208.4 Million Spent on Salted Snack Advertising
    • Frito-Lay Big Advertising Spender
    • Chips and Nuts Also Heavily Advertised
    • Frito-Lay Invests in Online Marketing
    • Co-Branding and the Power of One Advertising
  5. Distribution and retail
    Distribution
    • Salted Snack Products Are Highly Perishable
    • Central Distribution Systems
    • Distribution of Salted Snacks by a Variety of Methods
    • Warehouse Delivery Cheapest Method of Distribution
    • Longer Shelf Life Products Use Warehouse Delivery
    • Direct Store Delivery (DSD) Route—Historic Roots
    • Direct Store Delivery Route Sales Operations
    • Route Sales—Not Just a Delivery Person
    • Computer Technology
    • Frito-Lay Success in Part Due to DSD
    • DSD Allows for More Control

    Retailing
    • Salted Snacks Sold in Variety of Retail Outlets
    • Retail Segments Blur
    • Table 5-1: Sales of U.S. Salted Snacks by Distribution Category, 2001 (dollars and percent): Potato Chips, Tortilla/Corn Chips, Snack Nuts, Popcorn, Pretzels, Extruded Snacks, Other
    • Figure 5-1: Share of U.S. Salted Snack Sales by Retail Outlet, 2001 (percent): Supermarkets, Convenience Stores, Mass Merchandisers, Grocery Stores, Warehouse Clubs, Vending, Drugstores
    • Leading Retail Outlet—Supermarkets
    • Supermarket Definition
    • Kroger Co. Number One Supermarket Chain
    • Supermarkets Aggressively Market Salted Snacks
    • Supermarkets Charge Shelf Fees
    • Supermarkets Consolidate
    • Mass Merchandisers Second Largest Retailer
    • Mass Merchandisers Challenge Supermarkets
    • Wal-Mart Leads Mass Merchandising Category
    • Mass Merchandisers Increasingly Like Supermarkets
    • New Wal-Marts Put Local Stores Out of Business
    • Convenience Stores
    • Convenience Store Sales Exceed $90 Billion
    • Drugstores
    • Warehouse Clubs
    • Sales by Snack Category and Retail Outlet
    • Table 5-2:
    • Share of U.S. Salted Snack Sales, by Outlet Type, by Category, 2000
    • (percent): Supermarkets, Convenience Stores, Mass Merchandisers, Grocery Stores, Vending, Warehouse Clubs, Drugstores; Potato Chips, Tortilla/Corn Chips, Nuts, Popcorn, Pretzels, Extruded Snacks
  6. The Consumer
    Consumers’ Dietary Concerns
    • Fat—A Leading Dietary Issue
    • Dietary Fat Associated with Cardiovascular Disease
    • Saturated Fat the Real Culprit
    • Cancer Risks From Fat
    • Some Fats Are Beneficial
    • Trans Fats the New Villain
    • Syndrome X
    • Obesity Epidemic and Dietary Fat
    • Sugar also Packs on the Pounds
    • Fatty Foods Synonymous with Indulgence
    • Consumers are Budgeting Fat Intake
    • Concern over Salt Fading
    • FMI Survey and Consumers’ Changing Dietary Concerns
    • Table 6-1: Nature of Consumers’ Concerns about Nutritional Content, January: 1997-2001 (percent)

    demographics of Salted Snack Consumers
    • Simmons Market Research Bureau Data
    • Simmons Data Product Categories
    • Salted Snack Use Fairly Consistent for All Product Categories
    • Potato Chips Used by Nearly Everyone
    • Table 6-2: Household Use of Potato Chips, by Degree of Use in Last 30 Days, 2001 (number and percent): Light, Medium, Heavy
    • Married with Children the Heaviest Users of Potato Chips
    • Table 6-3: Demographic Segmentation of the Decision Makers in Households Using Potato Chips, 2001 (percent and index): Age, Marital Status, Children, Household Income, Education
    • Heavy Users of Potato Chips are Married
    • Table 6-4: Demographic Segmentation of the Decision Makers in Households Exhibiting Heavy Use of Potato Chips, 2001 (percent and index): Age, Marital Status, Children, Household Income, Education
    • Plain is the Most Favorite Flavor
    • Table 6-5: Household Use of Potato Chips, by Flavor Used Most Often, 2001 (number and percent): Plain, Barbecue, Sour Cream and Onion, Cheese, No Salt, Cajun
    • Lay’s is the Brand Used Most Often
    • Table 6-6: Household Use of Potato Chips, by Brand Used Most Often, 2001 (number and percent): Lay’s, Ruffles, Pringles, Wise, Jay’s, Herr’s, Keebler
    • Tortilla Chips and Snacks are Used by 75% of Decision Makers
    • Table 6-7: Household Use of Tortilla and Corn Chips and Snacks, by Degree of Use in Last 30 Days, 2001 (number and percent): Light, Medium, Heavy
    • Tortilla Chips and Snacks Use Similar to Potato Chip Usage
    • Table 6-8: Demographic Segmentation of the Decision Makers in Households Using Tortilla Chips and Snacks, 2001 (percent and index): Age, Marital Status, Children, Household Income, Education
    • Heavy Users of Tortilla Chips and Snacks Similar to Heavy Users of Potato Chips
    • Table 6-9: Demographic Segmentation of the Decision Makers in Households Exhibiting Heavy Use of Tortilla Chips and Snacks (percent and index): Age, Marital Status, Children, Household Income, Education
    • Favorite Brands are Doritos and Tostitos
    • Table 6-10: Household Use of Tortilla Chips and Snacks, by Brand Used Most Often, 2001 (number and percent): Doritos, Tostitos, Fritos, Planters, Wise, Charles, Laura Scudder
    • Most Use One Package or Less in the Nut Category
    • Table 6-11: Household Use of Nuts, by Degree of Use in Last 30 Days, 2001 (number and percent): Light, Medium, Heavy
    • Use of Nuts Increases with Age and Income
    • Table 6-12: Demographic Segmentation of the Decision Makers in Households Using Nuts for Snacking and Cooking (percent and index): Age, Marital Status, Children, Household Income, Education
    • Those with Children Heavy Nut Users
    • Table 6-13: Demographic Segmentation of Decision Makers in Households Exhibiting Heavy Use of Nuts for Snacking and Cooking (percent and index): Age, Marital Status, Children, Household Income, Education
    • Favorite Type of Nut—Peanuts
    • Table 6-14: Types of Nuts Used Most Often, 2001 (percent and index): 16 Types
    • Leading Brand Is Planters
    • Table 6-15: Household Use of Nuts, by Brand Most Often Used, 2001 (number and percent): Planters, Blue Diamond, Diamond, Fisher, Mauna Loa, Azar, Other
    • Popcorn Second Most Widely Used Salted Snack
    • Table 6-16: Household Use of Popcorn, by Degree of Use, 2001 (number and percent): Light, Medium, Heavy
    • Demographics Have Little Say In Popcorn Use
    • Table 6-17: Demographic Segmentation of the Decision Makers in Households Using Popcorn, 2001 (percent and index): Age, Marital Status, Children, Household Income, Education
    • Heavy Users Have Higher Income
    • Table 6-18: Demographic Segmentation of Decision Makers in Households Exhibiting Heavy Use of Popcorn, 2001 (percent and index): Age, Marital Status, Children, Household Income, Education
    • Leading Popcorn Brand—Orville Redenbacher’s
    • Table 6-19: Household Use of Popcorn, by Brand Most Often Used, 2001 (number and percent): Orville Redenbacher’s, Betty Crocker Pop Secret, Jolly Time, Jiffy Pop, Crunch’N Munch, Cracker Jack, Newman’s Own, Pops-Rite, , Wise , Pillsbury, , Pop Deluxe, Smart Food, Planters TV Time , Cape Code, Other Brands
    • Pretzels Versus Other Salted Snacks
    • Table 6-20: Household Use of Pretzels, by Degree of Use, 2001 (number and percent): Light, Medium, Heavy
    • Income and Age Determinant in Pretzel Use
    • Table 6-21: Demographic Segmentation of the Decision Makers in Households Using Pretzels, 2001 (percent and index): Age, Marital Status, Children, Household Income, Education
    • Income and Age Determine Heavy Pretzel Use
    • Table 6-22: Demographic Segmentation of Decision Makers in Households Exhibiting Heavy Use of Pretzels, 2001 (percent and index): Age, Marital Status, Children, Household Income, Education
    • Salted Pretzels Preferred Over Unsalted
    • Table 6-23: Household Use of Pretzels, by Type, 2001 (number and percent): Salted, Unsalted
    • Rold Gold Preferred Pretzel Brand
    • Table 6-24: Household Use of Pretzels, by Brand Most Often Used, 2001 (number and percent): Rold Gold, Snyder’s, Mister Salty, Bachman, Keebler Butter Pretzels, Andersons, Combos, Other

    Appendix I: Examples of consumer advertising and promotions
    Appendix II: Addresses of selected marketers
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