Salty Snacks in the U.S., 3rd Edition

Published: November 20, 2013 - 94 Pages

Table of Contents

  • Executive Summary
    • Market Definition
    • Methodology
    • Market Overview
      • Table U.S. Retail Sales of Salty Snacks, 2008-2013 (in million $)
      • Table Projected U.S. Retail Sales of Salty Snacks, 2013-2018 (in million $)
    • Insights and Opportunities
      • Nearly Everybody Eats Salty Snacks
      • Many Households Eat All Kinds of Salty Snacks
      • Salty Snacks Morph into Better-for-You Snacks
      • Folksy Independent Marketers Have Major Impact
    • The Competitors
      • Frito-Lay North America Continues to Dominate
      • Smaller Marketers and Private Labels Pick Up Steam
      • Competitive Highlights
      • Frito-Lay North America Buoys Prospects of PepsiCo, Inc.
      • Utz Quality Foods, Inc. Launches Expansion Program
      • General Mills, Inc. Bets on Green Giant
    • Marketing and Retailing Trends
      • Seasonal Products and Marketing Programs on the Upswing
      • 7-Eleven Upscales Snack Offerings
      • Kellogg Company Expands C-Store Merchandising Tools
      • Private Label Snacks Need Better Merchandising
    • Consumer Trends
      • Who's Eating Large Quantities of Salty Snacks
      • Popcorn Tops in Popularity among All Demographic Segments
      • Frequent Salty Snackers Conflicted about Food
      • Store-Made Meals and Frozen Dinners Popular
  • Insights and Opportunities
    • Topline Consumer Insights
      • Nearly Everybody Eats Salty Snacks
        • Table Use of Salty Snacks by Type of Snack, 2013 (in thousands)
      • Many Households Eat All Kinds of Salty Snacks
        • Table Household Use of Other Salty Snacks by Type of Snack, 2013
        • Table High-Volume Household Use of Salty Snacks by Type of Snack, 2013
      • 77 Million Households Use at Least Three Types of Salty Snacks
        • Table Household Use of Various Combinations of Salty Snacks, 2013 (in thousands)
      • Pretzels Get No Respect
        • Table Household Use of Various Combinations of Salty Snacks Rank Ordered, 2013 (in thousands)
      • Serious Salty Snackers Hark Back to a Bygone Middle America
        • Table Distinguishing Characteristics of Consumers Living in Households Using All Four Types of Salty Snacks
      • Salty Snackers Push Back Against Low-Fat Potato Chips
        • Table Trends in Consumer Preferences for Potato Chips by Type Used Most Often, 2004 vs. 2013 (in thousands)
    • Topline Market Trends and Opportunities
      • Salty Snacks Morph into Better-for-You Snacks
        • Table Excerpts from Websites of Salty Snacks Marketers Promising Healthful Products
      • Folksy Independent Marketers Have Major Impact
      • Marketers Add Excitement to Potato Chips
        • Table Trends in Consumer Preferences for Potato Chips by Flavor Used Most Often, 2004 vs. 2013 (in thousands)
      • Tortilla Chips Move Beyond Tradition
      • Pretzels Get a Makeover
      • Pork Rinds Get a Second Look
      • Store Brands Gain Favor
        • Table Number of Consumers Using Store Brand of Salty Snacks Most Often by Type of Snack, 2004 vs. 2013 (in thousands)
        • Table Total IRI-Tracked Dollar Sales of Private Label Salty Snacks by Market Segment (in thousand $)
      • Permission to Indulge
      • Wild Flavor Combinations
      • Gluten Be Gone
      • Popped Snacks
      • Single Servings
      • Regional Preferences
      • An Authentic and Artisanal Image
      • More Veggies, Please
      • New Flavor and Ingredient Ideas from the Mediterranean
      • More Crossover Snacks
  • Market Trends
    • Historical Trends
      • Use of Salty Snacks Outpaces Household Growth
        • Table Percent of Households Using Salty Snacks in Last 30 Days by Type of Snack, 2005 vs. 2013 (in thousands)
      • Americans Are Eating Larger Quantities of Salty Snacks
        • Table Number of Bags of Salty Snacks Eaten by Households in Last 30 Days by Type of Snack, 2005 vs. 2013 (in thousands)
        • Table Average Number of Bags of Salty Snacks Used by Households in Last 30 Days by Type of Snack, 2005 vs. 2013
      • High-Volume Consumers of Salty Snacks Grow in Importance
        • Table Trends in Household Use of Salty Snacks by Type of Snack and Number of Bags Used in Last 30 Days, 2005 vs. 2013 (in thousands)
        • Table Trends in Household Use of Salty Snacks by Type of Snack and Number of Bags Used in Last 30 Days, 2013
    • Market Size and Composition
      • Salty Snacks Market Has Experienced Moderate Growth
        • Table U.S. Retail Sales of Salty Snacks, 2008-2013 (in million $)
      • Potato Chips Lead the Pack
        • Table U.S. Retail Sales of Salty Snacks by Type, 2013 (in million $)
      • Retail Channels Analyzed
      • Popcorn Explodes in Mass Market
        • Table IRI-Tracked Dollar Sales of Salty Snacks by Type of Snack (in thousand $)
        • Table IRI-Tracked Sales of Salty Snacks by Dollar and Volume Growth (in thousands)
      • Tortilla Chips Top List of Fastest-Growing Products
        • Table Fastest-Growing Salty Snacks with IRI-Tracked Dollar Sales of at Least $3 Million by Product Type
        • Table Fastest-Growing Salty Snacks with IRI-Tracked Dollar Sales of at Least $3 Million (in thousand $)
    • Projected Market Growth
      • Snacking Trends Favor Market Growth
        • Table Changes in Attitudes toward Eating and Snacking Habits, 2004 vs. 2013 (in thousands)
      • Food Marketers' Focus on Snacks Will Propel Market
        • Table Trends in Importance of Snacks in U.S. Dollar Sales of General Mills, Inc. and Kellogg Company (in million $)
      • More Health Halos around Salty Snacks Will Boost Sales
      • Smaller Companies Will Help Drive Growth
      • Demography Is Destiny
      • Major Marketers Still Need to Overcome Health Concerns
      • Growth Expected to Pick Up
        • Table Projected U.S. Retail Sales of Salty Snacks, 2013-2018 (in million $)
  • The Competitors
    • Marketer and Brand Shares
      • Frito-Lay North America Continues to Dominate
      • Smaller Marketers and Private Labels Pick Up Steam
        • Table IRI-Tracked Dollar Sales of Salty Snacks by Major Marketer (in thousand $)
      • Competitive Highlights: Potato Chips
        • Table IRI-Tracked Dollar Sales of Potato Chips (in thousand $)
      • Competitive Highlights: Tortilla/Tostada Chips
        • Table IRI-Tracked Dollar Sales of Tortilla/Tostada Chips (in thousand $)
      • Competitive Highlights: Other Salted Snacks (No Nuts)
        • Table IRI-Tracked Dollar Sales of Other Salted Snacks (No Nuts) (in thousand $)
      • Competitive Highlights: Pretzels
        • Table IRI-Tracked Dollar Sales of Pretzels (in thousand $)
      • Competitive Highlights: Cheese Snacks
        • Table IRI-Tracked Dollar Sales of Cheese Snacks (in thousand $)
      • Competitive Highlights: Corn Snacks (No Tortilla Chips)
        • Table IRI-Tracked Dollar Sales of Corn Snacks (No Tortilla Chips) (in thousand $)
      • Competitive Highlights: Ready-to-Eat Popcorn/Caramel Corn
        • Table IRI-Tracked Dollar Sales of Ready-To-Eat Popcorn/Caramel Corn (in thousand $)
    • Competitive Trends
      • PepsiCo, Inc. Seeks to Expand Opportunities for Salty Snacks
        • Table IRI-Tracked Dollar Sales of Salty Snacks by PepsiCo, Inc./Frito-Lay North America by Market Segment (in thousand $)
      • Utz Quality Foods, Inc. Launches Aggressive Expansion Program
        • Table IRI-Tracked Dollar Sales of Salty Snacks by Utz Quality Foods, Inc. by Market Segment (in thousand $)
        • Table Trends in Consumer Preferences for Utz vs. Selected Other Salty Snack Brands, 2004 vs. 2013 (in thousands)
      • General Mills, Inc. Bets on Green Giant
        • Table IRI-Tracked Dollar Sales of Salty Snacks by General Mills, Inc. by Market Segment (in thousand $)
      • Mexican Marketers Adopt Different Strategies
        • Table IRI-Tracked Dollar Sales of Salty Snacks by Mexican Marketers (in thousand $)
        • Table Trends in Consumer Preferences for Mission and Tostitos Brands of Tortilla Chips, 2008 vs. 2013
  • Marketing, Retailing and New Product Trends
    • Marketing Trends
      • Seasonal Products and Marketing Programs on the Upswing
      • Snyder's-Lance, Inc. Thinks Local
      • Popcorn, Indiana Launches National Campaign
      • Doritos Brand Goes Global
      • Popchips Teams Up with Kate Perry
    • Retailing Trends
      • 7-Eleven Upscales Snack Offerings
      • Kellogg Company Expands C-Store Merchandising Tools
      • Frito-Lay North America Merchandises One Store at a Time
      • Private Label Snacks Need Better Merchandising
    • New Product Trends
      • New Salty Snacks Products Highlighted
        • Table Selected New Salty Snacks Products
      • Most Successful New Products in Mass Market
        • Table New Salty Snacks with IRI-Tracked Dollar Sales of at Least $1 Million (in thousand $)
      • Lay's Potato Chips Crowdsources New Flavors
      • Snyder's of Hanover Rolls Out New Flavor Combinations
      • Flamous Brand's Newest Addition
  • Consumer Trends
    • Consumer Insights: Frequent Salty Snackers
      • Who Are Frequent Salty Snackers?
        • Table Number of Snackers by Category, 2013 (in thousands)
      • Deconstructing Frequent Salty Snackers
        • Table Demographic Profile of Frequent Salty Snackers, 2013
      • Frequent Salty Snackers Not Necessarily Couch Potatoes
        • Table Physical Fitness Activities of Frequent Salty Snackers, 2013
      • Healthier Eating on the Minds of Frequent Salty Snackers
        • Table Attitudes toward Healthy Eating by Frequent Salty Snackers, 2013
      • Calories Don't Scare Frequent Salty Snackers
        • Table Attitudes toward Dieting and Weight Control of Salty and Other Snackers, 2013
      • Store-Made Meals and Frozen Dinners Popular
        • Table Eating Habits of Frequent Salty Snackers, 2013
      • Healthy Ingredients Preferred
        • Table Preferences for Food Ingredients of Salty and Other Snackers, 2013
    • High-Volume Consumers of Salty Snacks
      • Who's Eating Large Quantities of Salty Snacks
        • Table Number of Consumers Living in Households Consuming High Volumes of Salty Snacks by Type of Salty Snack, 2013 (in thousands)
      • Pretzel Eaters Are Different
        • Table Demographic Characteristics of Consumers Living in Households Using High Volumes of Salty Snacks, 2013
      • Popcorn Tops in Popularity among All Demographic Segments
        • Table Percent of Demographic Segments Living in Households Using High Volumes of Salty Snacks, 2013

Abstract

Salty Snacks in the U.S.

Nearly everybody eats salty snacks. More than 90% of households in the country report using a salty snack in the past 30 days, and very few households limit themselves to only one or two kinds of salty snacks. Two out of three American households routinely use at least three kinds of salty snacks.

Salty Snacks in the U.S. sheds new light on a rapidly evolving market that food marketers increasingly count on to lift their overall profitability. The report shows how the packaged food industry’s recent efforts to roll out a wider array of exciting and innovative healthy-ingredient versions of salty snacks can succeed by targeting a critically important subset of healthy snackers. There are 50 million consumers who often snack between meals and agree that “salted snacks are my favorite snack.” Within the population of these self-professed frequent salty snackers, there is a cadre of 14.2 million “healthy” salty snackers, whose favorite snack is a salty snack and who also claim that they “usually only snack on healthy foods.” These frequent salty snackers exercise often, seek out healthy-ingredient foods of all kinds and do not see a conflict between craving salty snacks and pursuing a healthy snacking diet.

The report highlights some of the most salient trends Packaged Facts expects to generate challenges and opportunities for marketers of salty snacks. For example, potatoes and corn, once the rulers of the salty snack world, will continue to face growing competition from snacks made from an ever-growing panoply of vegetables and legumes.

The report demonstrates that salty snacks marketers will need to be agile and fast-moving to be up to the challenges presented by today’s generation of salty snackers. For example, it is no longer enough for salty snacks marketers to roll out products with a single flavor, no matter how robust or exotic. Dedicated snackers are seeking out surprises in the form of unexpected combinations of flavors. Moreover, salty snacks marketers will need to be alert to new possibilities for creating innovative products by merging traditional platforms into new snack forms. At the same time, established marketers face intensifying competition from smaller players bent on launching creative and healthy products to meet the needs of today’s increasingly health-conscious snackers.

Market Definition

This Packaged Facts report defines the market for salty snacks based upon the following product types: potato chips; tortilla/tostada chips; other salted snacks (not including nuts); pretzels; cheese snacks; corn snacks (not including tortilla chips); ready-to-eat popcorn/caramel corn; and pork rinds. The report also analyzes consumer behavior related to the four categories of salty snacks tracked by Simmons National Consumer Study (NCS): potato chips, popcorn products, corn/tortilla chips/cheese snacks and pretzels.

Methodology

The first source of primary data used in this report is IRI InfoScan Reviews for the 52 weeks ending September 8, 2013. The second is the Spring 2013 Simmons National Consumer Study (NCS), which was fielded between January 2012 and March 2013. The report also includes data from the Spring 2005 Simmons NCS.

The report is also based upon data collected from field surveys of food retailers in various channels as well as a wide range of industry sources, including company websites, trade publications, business newspapers and magazines, consumer blogs, and annual reports, 10Ks and other releases from public companies.

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