Abstract
This report covers numerous issues in the salty snacks arena-information designed to help salty snack manufacturers and marketers successfully make their way through the ever-evolving marketplace. Following are just a few of the questions that are answered in this report.
- How might salty snack companies take advantage of consumers' tendency to snack while doing other activities such as using the computer, texting, and watching television?
- Which demographic group consistently shows the most devotion to the salty snack category? What flavor is this group' s favorite?
- What are the opportunities to give salty snacks a greater presence at mealtimes, either at home or away from home? Which brand has a jump start on this positioning?
- Why do salty snacks have a delicate relationship with families? What issues threaten the presence of salty snacks in American pantries, and what can players do to better meet the needs of families?
- How have salty snacks lost their long-time sidekick-soda-to health trends, and what should salty snack players do about it?
- What better-for-you offerings could be next on the salty snack shelves? What gourmet flavors and seasonings are on the horizon?
- Which brands of salty snacks have recently added sweet to their salty portfolios?
Consumer results are based on an online survey of salty snack eaters. In this survey, salty snack eaters describe their attitudes and behaviors relevant to the category, and parents in the survey with children who eat salty snacks describe their children' s consumption behavior. While the report contains a great deal of sales and consumer data, Mintel also aims to bring implications and ideas that will spark the development of new products and strong marketing communications plans.
Due to health trends, the snacking landscape has changed dramatically in the past decade. Once upon a time, no one thought twice about having a bag of chips as an afternoon snack, a sandwich companion, or a treat eaten while watching evening TV. But today, more consumers are thinking about the fat and ingredients in salty snacks, and they are reconsidering their snack choices. Some 60% of respondents who eat salty snacks say they are interested in healthier alternatives outside the salty snacks category, such as pita chips and crackers.
However, the situation is not all dark for salty snack players. This report details opportunities in salty snacks, such as better-for-you offerings including baked versions and whole grain varieties. These are some of the best performing brands of the past two years. Additionally, some consumers eschew health trends, preferring to indulge themselves in their favorite foods without worry, including heavier, crunchier kettle-chips-a format that is doing well.
Mintel defines salty snacks as follows:
- Potato chips
- Tortilla chips
- Snack nuts and seeds, including toasted corn nuts
- Popcorn (including microwave, kernel, and ready-to-eat regular/caramel popcorn)
- Pretzels
- Extruded cheese snacks (e.g., Cheetos)
- corn snacks
- “Other” salty snacks including pork rinds, onion rings, snack mixes (e.g., Chex Mix), trail mix, vegetable chips, and shoestring potatoes.
This report does not include:
- Crackers
- Rice cakes
- Meat snacks
This report contains US IRI InfoScan data.
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