Market Research Logo

Crisps, Savoury Snacks and Nuts - UK - January 2016

Crisps, Savoury Snacks and Nuts - UK - January 2016

“Despite the obesity crisis and the large swathes of the UK population trying to lose weight, UK adults have a rather relaxed attitude to crisps, with 82% agreeing that they are fine to eat as an occasional treat and more than six in ten eating them once a week.

“However, sales are down, with potato-based and other snacks, such as Doritos and Pringles, overtaking crisps by value sales, while popcorn, meat snacks and nuts are trading on their health credentials to provide an alternative to crisps.”

– Amy Price, Senior Food and Drink Analyst

Healthier crisp NPD would be well-received

Artisanal products help premiumise the market

NPD that caters to personalisation provides a route to engaging consumers


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
The market
Crisps, nuts and savoury snacks see slight growth in 2015
Figure 1: Total UK retail value sales and forecast of the crisps, nuts and savoury snacks market, 2010-20
Potato-based and other snacks overtake crisps by value sales
Health remains an ongoing issue
Rising incomes should help support sales
Companies and brands
Walkers continues to dominate crisps and potato-based and other snacks
Potato snacks lead NPD
Pepsi leads by adpsend
Walkers has the strongest brand image
The consumer
92% eat crisps/crisp-style snacks
Figure 2: Usage of crisps and crisp-style snacks, by type, October 2015
Nuts eaten by 52%, especially 45-54s
Figure 3: Usage of nuts and other snacks, by type, October 2015
Treat positioning appeals to 82%
Figure 4: Attitudes towards crisps/crisp-style snacks, October 2015
Naturalness appeals to 35%, particularly the over-65s
Figure 5: Attributes worth paying more for, when buying crisps/crisp-style snacks, October 2015
Health benefits of nuts are noted by about 80%
Figure 6: Attitudes towards nuts and popcorn, October 2015
What we think
ISSUES AND INSIGHTS
Healthier crisp NPD would be well-received
The facts
The implications
Artisanal products help premiumise the market
The facts
The implications
NPD that caters to personalisation provides a route to engaging consumers
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Crisps, nuts and savoury snacks see slight growth in 2015
Future growth is forecast
Potato-based and other snacks overtake crisps by value sales
Health remains an ongoing issue
Rising incomes should help support sales
MARKET SIZE AND FORECAST
Crisps, nuts and savoury snacks see slight growth in 2015
Figure 7: Total UK retail value and volume sales of the crisps, nuts and savoury snacks market, 2010-20
Future growth is forecast
Figure 8: Total UK retail value sales and forecast of the crisps, nuts and savoury snacks market, 2010-20
Figure 9: Total UK retail volume sales and forecast of the crisps, nuts and savoury snacks market, 2010-20
Crisps see deflation in 2015
Figure 10: UK retail value and volume sales of the crisps/chips market, 2010-20
Figure 11: UK retail value sales and forecast of the crisps/chips market, 2010-20
Sales of nuts driven by high inflation
Figure 12: UK retail value and volume sales of the nuts market, 2010-20
Figure 13: UK retail value sales and forecast of the nuts market, 2010-20
Other savoury snacks
Figure 14: UK retail value and volume sales of the other savoury snacks* market, 2010-20
Figure 15: UK retail sales and forecast of the savoury snacks* market, by value, 2010-20
Forecast methodology
MARKET SEGMENTATION
Potato-based and other snacks overtake crisps by value sales
Figure 16: UK retail value sales of savoury snacks, by category, 2010-15
Figure 17: UK retail volume sales of savoury snacks, by category, 2010-15
Peanuts continue to lead the nuts category
Figure 18: Value and volume sales of nuts, by type of nut, 2014 and 2015
MARKET DRIVERS
Health remains an ongoing issue
Increase in spending should boost the market
Demographic changes set to affect the market
Rise in households with children could bolster crisps
Nuts popular among the growing, ageing demographic
Popcorn is popular among the young
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Walkers continues to dominate
Potato snacks lead on NPD
Pepsi leads by adpsend
Walkers has the strongest brand image
MARKET SHARE
Walkers continues to dominate crisps, despite sales decline
Figure 19: Leading brands’ sales and shares in the UK crisps market, by value and volume, 2013/14-2014/15
Figure 20: Leading manufacturers’ sales and shares in the UK crisps market, by value and volume, 2013/14-2014/15
Potato-based and other snacks
Figure 21: Leading brands’ sales and shares in the UK potato-based and other snacks market, by value and volume, 2013/14-2014/15
Figure 22: Leading manufacturers’ sales and shares in the UK potato-based and other snacks market, by value and volume, 2013/14-2014/15
Own- label dominates nuts
Figure 23: Leading brands’ sales and shares in the UK nuts market, by value and volume, 2013/14-2014/15
Figure 24: Leading manufacturers’ sales and shares in the UK nuts market, by value and volume, 2013/14-2014/15
Baked snacks and popcorn
Figure 25: Leading brands’ sales and shares in the UK baked snacks and popcorn market, by value and volume, 2013/14-2014/15
Figure 26: Leading manufacturers’ sales and shares in the UK baked snacks and popcorn market, by value and volume, 2013/14-2014/15
Mattessons and Peperami lead meat snacks
LAUNCH ACTIVITY AND INNOVATION
Potato snacks lead NPD
Figure 27: Share of new product launches within the UK crisps, savoury snacks and nuts market, by category, 2011-15
Innovation is fragmented, with no single company standing out as leader
Plain flavours still dominate, but manufacturers are looking to NPD
Figure 28: Share of new product launches within the UK crisps, savoury snacks and nuts market, by top 10 flavour components, 2011-15
Experiential flavours bring excitement to the category
Flavour enhancers could personalise plainer products
All-natural positioning delivers on health attributes
Figure 29: Share of new product launches within the UK crisps, savoury snacks and nuts market, by selected health claims, 2011-15
Low salt popcorn would appeal but remains niche
Vegetable crisp NPD looks to cater to consumer interest
Meat snacks continue to focus on protein and snackability
Figure 30: Share of new product launches within the UK crisps, savoury snacks and nuts market, by the high protein claim, 2011-15
Nut brands should push the protein claim
Brands extend into new areas
More brands enter cracker crisps market
Pringles launches Tortilla Chips range
Graze enters the retail market
ADVERTISING AND MARKETING ACTIVITY
Adspend rises in 2015
Figure 31: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, 2011-2015
Crisps dominate, although popcorn sees greatest rise
Figure 32: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by category, 2011-2015
Pepsi leads by adpsend
Walkers keeps advertising consistent
Doritos focuses on boldness
Pringles accounts for the majority of Kellogg’s spend
Butterkist returns to TV screens
Jacob’s switches spend to Cracker Crisps line
Figure 33: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by top 10 advertisers (sorted by 2015), 2011-2015
Walkers leads by brand spend
Figure 34: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by brands, 2015
Nielsen Media Research coverage
BRAND RESEARCH – CRISPS, SAVOURY SNACKS AND NUTS
What you need to know
Brand map
Figure 35: Attitudes towards and usage of selected brands, October 2015
Key brand metrics
Figure 36: Key metrics for selected crisp and savoury snack brands, October 2015
Brand attitudes: Hula Hoops most likely to be noted for value
Figure 37: Attitudes, by brand, October 2015
Brand personality: Walkers Market Deli encourages a more exclusive brand image
Figure 38: Brand personality – macro image, October 2015
Pringles has a cool image, but is most likely to be associated with being unhealthy
Figure 39: Brand personality – micro image, October 2015
Brand analysis
Walkers has all-round brand strength, which looks set to continue
Figure 40: User profile of Walkers, October 2015
Pringles is seen as upbeat, but has a stronger association with unhealthiness
Figure 41: User profile of Pringles, October 2015
McCoy’s has a fairly central position on brand maps
Figure 42: User profile of McCoy’s, October 2015
Doritos enjoys an upbeat brand image but lacks perception of tradition
Figure 43: User profile of Doritos, October 2015
Walkers Market Deli is considered special and indulgent, but currently lacks trust
Figure 44: User profile of Walkers Market Deli, October 2015
KP is the most likely to be associated with tradition, and struggles to engage with younger groups
Figure 45: User profile of KP, October 2015
Hula Hoops has the closest association with negative traits like basic and bland
Figure 46: User profile of Hula Hoops, October 2015
THE CONSUMER – WHAT YOU NEED TO KNOW
92% eat crisps/crisp-style snacks
More than six in 10 eat crisps/crisp-style snacks and nuts once a week or more
Nuts eaten by 52%, especially 45-54s
Treat positioning appeals to 82%
Naturalness appeals to 35%, particularly the over-65s
CONSUMER USAGE
92% eat crisps/crisp-style snacks
Figure 47: Usage of crisps and crisp-style snacks, by type, October 2015
Crisp users have a small repertoire
Figure 48: Repertoire of crisps and crisp-style snacks eaten, October 2015
Nuts eaten by 52%, especially 45-54s...
Figure 49: Usage of nuts and other snacks, by type, October 2015
…while 35% eat popcorn, especially 16-44s
Almost a quarter eat just one type of nuts/other snacks
Figure 50: Repertoire of nuts and other snacks eaten, October 2015
More than six in 10 eat crisps/crisp-style snacks and nuts once a week or more
Figure 51: Frequency of eating crisps, crisp-style snacks and/or nuts, October 2015
ATTITUDES TOWARDS CRISPS AND CRISP-STYLE SNACKS
Treat positioning appeals to 82%
Figure 52: Attitudes towards crisps/crisp-style snacks, October 2015
72% agree it’s important to cater to the family on flavour
New products appeal to 66%
Potential for alternative oils
ATTRIBUTES WORTH PAYING MORE FOR, WHEN BUYING CRISPS/CRISP-STYLE SNACKS
Naturalness appeals to 35%, particularly the over-65s
Figure 53: Attributes worth paying more for, when buying crisps/crisp-style snacks, October 2015
Emphasising support for British farmers appeals to 34%
Quality cues appeal to three in ten
24% would pay more for adventurous flavours, particularly 16-34s and high earners
ATTITUDES TOWARDS NUTS AND POPCORN
Health benefits of nuts are noted by about 80%
Figure 54: Attitudes towards nuts and popcorn, October 2015
Personalisation appeals to popcorn users
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast Methodology
APPENDIX – MARKET DRIVERS
Figure 55: Trends in the age structure of the UK population, 2010-20
APPENDIX – MARKET SIZE AND FORECAST
Figure 56: Best- and worst-case forecasts for the total UK crisps, savoury snacks and nuts market, by value, 2015-20
Figure 57: Best- and worst-case forecasts for the total UK crisps, savoury snacks and nuts market, by volume, 2015-20
Figure 58: Best- and worst-case forecasts for the total UK crisps market, by value, 2015-20
Figure 59: Best- and worst-case forecasts for the total UK crisps market, by volume, 2015-20
Figure 60: Forecast of UK retail sales of crisps, by volume, 2010-20
Figure 61: Best- and worst-case forecasts for the total UK nuts market, by value, 2015-20
Figure 62: Best- and worst-case forecasts for the total UK nuts market, by volume, 2015-20
Figure 63: Forecast of UK retail sales of nuts, by volume, 2010-20
Figure 64: Best- and worst-case forecasts for the total UK savoury snacks* market, by value, 2015-20
Figure 65: Best- and worst-case forecasts for the total UK savoury snacks* market, by volume, 2015-20
Figure 66: Forecast of UK retail sales of savoury snacks*, by volume, 2010-20

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report