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Salty Snacks - US - January 2015

Salty Snacks - US - January 2015

This report looks at the following areas:

  • How will increased snacking occasions impact the category?
  • What impact do health concerns have?
  • What motivates consumers to buy salty snacks and how can this create new opportunities
  • for the category?
The salty snacks category grew and is expected to grow from 2014-19, benefiting from the increase in Americans snacking more often. While some remain concerned about the ingredients and nutritional value of salty snacks, others agree healthier options are available. Taste and indulgence are main purchase drivers, highlighting consumers’ desire to treat themselves, despite interest in BFY (betterfor- you) snacks. As other food and beverage categories enter the snacking space, manufacturers must promote the unique benefits of their products, including their variety of flavors and formats, convenience, taste, and affordability.

Mintel here provides a comprehensive analysis of the following factors that have the greatest potential to impact the category’s performance:
  • Market drivers for the category including understanding consumers’ motivations for
  • purchasing salty snacks and how those motivations differ by snack type.
  • The role of health in the category and consumer health concerns related to these
  • products, as well as key product attributes consumers look for when purchasing salty snacks.
  • Opportunities for category growth including playing into the snacking and portability
  • trend, and meeting consumer demand for BFY items, while also allowing them to indulge.
  • Consumer behaviors and attitudes related to salty snacks, including consumption habits,
  • nutritional concerns, and purchase behavior.


SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
The market
Salty snack sales forecast to reach $6.8 billion in 2019
Figure 1: Total US sales and fan chart forecast of salty snacks, at current prices, 2009-19
Cheese snacks, popcorn drive category growth
Figure 2: Total US retail sales of salty snacks, by segment, at current prices, 2012 and 2014
Key players
PepsiCo maintains market share by diversifying its snack offerings
Figure 3: MULO sales of salty snacks, by leading companies, rolling 52 weeks 2014
The consumer
Product innovation can hold consumer interest in category
Figure 4: Household purchase of salty snacks, October 2014
Emotional needs mainly driving salty snack purchases
Figure 5: Reasons for buying salty snacks, October 2014
Younger consumers’ snacking habits vital to category growth
Figure 6: Behaviors related to salty snacks, top five, October 2014
Consumers concerned about nutrition, ingredients
Figure 7: Agreement with attitudes toward salty snacks – Any agree, top five, October 2014
What we think
ISSUES AND INSIGHTS
How will increased snacking occasions impact the category?
Issues
Insight: Nutritious, portable snacks will be in greater demand
What impact do health concerns have?
Issues
Insight: Health is top of mind for consumers, but so is indulgence
What motivates consumers to buy salty snacks and how can this create new opportunities for
the category?
Issues
Insight: Emotional and functional drivers should align with product attributes
TREND APPLICATIONS
Trend: Mood to Order
Trend: Factory Fear
Trend: Play Ethic
MARKET SIZE AND FORECAST
Key points
Sales and forecast of salty snacks
Figure 8: Total US sales and forecast of salty snacks, at current prices, 2009-19
Figure 9: Total US sales and forecast of salty snacks, at inflation-adjusted prices, 2009-19
Salty snack sales forecast to reach $6.8 billion in 2019
Figure 10: Total US sales and fan chart forecast of salty snacks, at current prices, 2009-19
Forecast methodology
MARKET DRIVERS
Key points
More Americans are snacking
Figure 11: Agreement with attitudes toward food, April 2008-June 2014
Health concerns are top of mind but the category still growing
Figure 12: Agreement with attitudes toward food, April 2008-June 2014
COMPETITIVE CONTEXT
Key points
Increase in snacking heats up the competition
Figure 13: Snacks eaten in past six months – Any consumption, top five, November 2013
Foodservice offerings satisfy cravings away from home
Subscription snacking expands options
SEGMENT PERFORMANCE
Key points
Cheese snacks, popcorn drive category growth
Sales of salty snacks, by segment
Figure 14: Total US retail sales of salty snacks, by segment, at current prices, 2012 and 2014
Cheese snack sales grow 13% from 2009-14
Sales and forecast of cheese snacks
Figure 15: Total US retail sales and forecast of cheese snacks, at current prices, 2009-19
Popcorn to grow 34% from 2014-19
Sales and forecast of popcorn
Figure 16: Total US retail sales and forecast of popcorn, at current prices, 2009-19
Small, steady growth ahead for pretzel segment
Sales and forecast of pretzels
Figure 17: Total US retail sales and forecast of pretzels, at current prices, 2009-19
RETAIL CHANNELS
Key points
Supermarket sales grow 8% from 2012-14
Figure 18: Target “Made to Matter” TV Ad: September 2014
Sales of salty snacks, by channel
Figure 19: Total US retail sales of salty snacks, by channel, at current prices, 2012 and 2014
Natural channel sales grow 38% from 2012-14
Figure 20: Natural supermarket sales of popcorn, pretzels, and puffed snacks, at current prices, rolling 52
weeks 2012-2014
Organic sales grow 12% from 2012-14
Figure 21: Natural supermarket sales of organic popcorn, pretzels, and puffed snacks, by segment, at
current prices, rolling 52 weeks 2012 and 2014
Gluten-free salty snack sales grow 66%
Figure 22: Natural supermarket sales of gluten-free* popcorn, pretzels, and puffed snacks, by segment, at
current prices, rolling 52 weeks 2012 and 2014
Non-GMO popcorn sales grow 208% in natural supermarkets
Figure 23: Natural supermarket sales of non-GMO popcorn, pretzels, and puffed snacks, by segment, at
current prices, rolling 52 weeks 2012 and 2014
LEADING COMPANIES AND BRAND ANALYSIS
Key points
PepsiCo maintains market share by diversifying its snack offerings
Manufacturer sales of salty snacks
Figure 24: MULO sales of salty snacks, by leading companies, rolling 52 weeks 2013 and 2014
Strong growth for RTE brands
Figure 25: “The Pop Dongle by Pop Secret: The First-Ever Smellable Mobile Game,” December 2013
Manufacturer sales of popcorn
Figure 26: MULO sales of popcorn, by leading companies, rolling 52 weeks 2013 and 2014
Cheetos dominates the cheese snacks segment
Figure 27: “Cheetos Present Los Cheetahs vs Los Jefes,” November 2014
Manufacturer sales of cheese snacks
Figure 28: MULO sales of cheese snacks, by leading companies, rolling 52 weeks 2013 and 2014
Private label pretzel sales grow 14%
Figure 29: “Snyder’s of Hanover Sweet and Salty Pretzel Pieces,” February 2014
Figure 30: Rold Gold “House of Gold Trailer,” March 2014
Manufacturer sales of pretzels
Figure 31: MULO sales of pretzels, by leading companies, rolling 52 weeks 2013 and 2014
INNOVATIONS AND INNOVATORS
Pretzel product launches on the rise
Figure 32: Salty snack product launches, by subcategory, 2009-14*
Figure 33: Salty snack product launches, by launch type, 2009-14*
Private label launches grow
Figure 34: Salty snack product launches, by private label, 2009-14*
Health claims increasingly prevalent
Figure 35: Salty snack product launches, by top 10 claims, 2009-14*
Spicy and indulgent flavors keep snacking fun
Skinny and mini
HOUSEHOLD PURCHASE
Key points
Product innovation can hold consumer interest in category
Figure 36: Household purchase of salty snacks (nets), October 2014
Figure 37: Household purchase of salty snacks, by gender, October 2014
iGeneration/Millennials most likely to buy all types of salty snacks
Figure 38: Household purchase of salty snacks, by generations, October 2014
Households with children more likely to buy salty snacks
Figure 39: Household purchase of salty snacks, by presence of children in household, October 2014
REASONS FOR BUYING
Key points
Emotional needs mainly driving salty snack purchases
Figure 40: Reasons for buying salty snacks, by gender, October 2014
iGeneration/Millennials more likely to snack to replace meals
Figure 41: Reasons for buying salty snacks, by generations, October 2014
IMPORTANT ATTRIBUTES
Key points
Younger consumers looking for convenient, portioned packaging
Figure 42: Important attributes when buying salty snacks, by age, October 2014
Households with children prefer variety packs, individual portions
Figure 43: Important attributes when buying salty snacks, by presence of children in household, October
2014
IMPORTANT CHARACTERISTICS
Key points
Flavor options a key driver for pretzels, popcorn purchases
Figure 44: Important characteristics when buying salty snacks, October 2014
iGeneration/Millennials look for a variety of popcorn flavors
Figure 45: Important characteristics when buying salty snacks – Popcorn, by generations, October 2014
Men prefer sweet and salty, spicy cheese snacks
Figure 46: Important characteristics when buying salty snacks – Cheese-flavored snacks, by gender,
October 2014
BEHAVIORS RELATED TO SALTY SNACKS
Key points
Younger consumers’ snacking habits vital to category growth
Figure 47: Behaviors related to salty snacks, by age, October 2014
ATTITUDES TOWARD SALTY SNACKS
Key points
Consumers concerned about nutrition, ingredients
Figure 48: Agreement with attitudes toward salty snacks – Any agree, by gender, October 2014
25-34s most brand loyal, prefer indulgent, premium varieties
Figure 49: Agreement with attitudes toward salty snacks – Any agree, by age, October 2014
RACE AND HISPANIC ORIGIN
Key points
Hispanics more likely to buy popcorn, pretzels, and cheese snacks
Figure 50: Household purchase of salty snacks, by race/Hispanic origin, October 2014
Figure 51: Reasons for buying salty snacks, by race/Hispanic origin, October 2014
Packaging, natural ingredients more important to Hispanics
Figure 52: Important attributes when buying salty snacks, by race/Hispanic origin, October 2014
Hispanics buying more snacks, and higher quality items
Figure 53: Behaviors related to salty snacks, by race/Hispanic origin, October 2014
Hispanics most brand loyal
Figure 54: Agreement with attitudes toward salty snacks – Any agree, by race/Hispanic origin, October
2014
CONSUMER SEGMENTATION
Figure 55: Salty snack clusters, October 2014
Group one: Savvy Snackers
Demographics
Characteristics
Opportunities
Group two: Seldom Snackers
Demographics
Characteristics
Opportunities
Group three: Sensible Snackers
Demographics
Characteristics
Opportunities
Cluster characteristic tables
Figure 56: Target clusters, October 2014
Figure 57: Household purchase of salty snacks, by target clusters, October 2014
Figure 58: Purchase of salty snacks for self, by target clusters, October 2014
Figure 59: Reasons for buying salty snacks, by target clusters, October 2014
Figure 60: Important attributes when buying salty snacks, by target clusters, October 2014
Figure 61: Behaviors related to salty snacks, by target clusters, October 2014
Figure 62: Agreement with attitudes toward salty snacks – Any agree, by target clusters, October 2014
Cluster demographic table
Figure 63: Target clusters, by demographics, October 2014
Cluster methodology
APPENDIX – OTHER USEFUL CONSUMER TABLES
Figure 64: Household purchase of salty snacks, October 2014
Figure 65: Household purchase of salty snacks, by age, October 2014
Figure 66: Household purchase of salty snacks, by household income, October 2014
Figure 67: Purchase of salty snacks for self, by age, October 2014
Figure 68: Purchase of salty snacks for self, by gender, October 2014
Figure 69: Purchase of salty snacks for self, by race, October 2014
Figure 70: Purchase of salty snacks for self, by household income, October 2014
Figure 71: Type of pretzels eaten by household, by race/Hispanic origin, April 2013-June 2014
Figure 72: Reasons for buying salty snacks, by age, October 2014
Figure 73: Reasons for buying salty snacks, by presence of children in household, October 2014
Figure 74: Reasons for buying salty snacks, by household snack purchase, October 2014
Figure 75: Important attributes when buying salty snacks, by gender, October 2014
Figure 76: Important attributes when buying salty snacks, by generations, October 2014
Figure 77: Important characteristics when buying salty snacks – Pretzels, by Hispanic origin, October 2014
Figure 78: Behaviors related to salty snacks, by gender, October 2014
Figure 79: Behaviors related to salty snacks, by generations, October 2014
Figure 80: Behaviors related to salty snacks, by household income, October 2014
Figure 81: Behaviors related to salty snacks, by presence of children in household, October 2014
Figure 82: Agreement with attitudes toward salty snacks – Any agree, by generations, October 2014
Figure 83: Agreement with attitudes toward salty snacks – Any agree, by presence of children in
household, October 2014
Figure 84: Agreement with attitudes toward salty snacks – Any agree, by household income, October 2014
Figure 85: Agreement with attitudes toward salty snacks – Any agree, by household snack purchase,
October 2014
APPENDIX – TRADE ASSOCIATIONS
US METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Secondary Data Analysis
Qualitative Research
Further Analysis
Social Media Research
TRADE RESEARCH
STATISTICAL FORECASTING

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