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Salty Snacks - US - March 2019

Salty Snacks - US - March 2019

"The popularity of snacking has benefited all of the salty snacks segments and contributed to sales gains of 4.8% in 2018. While continued growth is projected in this $18 billion market, a slower growth pace is projected through 2023. The strong demand for snacks has resulted in increased competition and an expanded view of what constitutes a snack, which can challenge traditional snack categories. While craving satisfaction, flavor, and indulgence are key in this category, nearly two thirds of salty snack eaters wish there were healthier options for them to turn to."

- Beth Bloom, Associate Director – Food & Drink

This report looks at the following areas:

Slight sales slowdown in salty snack sales predicted
Salty snacks remain a slight snack favorite, but competition can be seen
The tug-of-war between health and indulgence


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Salty snack statements – Reduction, January 2019
Figure 2: Salty snack statements – Any agree: Preference, January 2019
Figure 3: Salty snack statements – Any agree: Health, January 2019
The opportunities
Figure 4: Salty snack consumption, January 2019
Figure 5: Important salty snack attributes, January 2019
Figure 6: Healthy salty snacks compared to innovation of interest, January 2019
What it means
THE MARKET
What You Need to Know
Salty snack sales reach $18 billion in 2018
Snacking remains strong
Salty snacks remain a slight snack favorite, but competition can be seen
Category players can reinvent to maintain relevance
Market Size and Forecast
Salty snack sales reach $18 billion in 2018
Figure 7: Total US retail sales and forecast of salty snacks, at current prices, 2013-23
Figure 8: Total US retail sales and forecast of salty snacks, at current prices, 2013-23
Figure 9: Total US retail sales and forecast of salty snacks, at inflation-adjusted prices, 2013-23
Market Breakdown
“Other” salty snacks soar
Figure 10: Total US retail sales and forecast of salty snacks, by segment share, at current prices, 2016-18
Figure 11: Total US retail sales and forecast of salty snacks, by segment, at current prices, 2013-23
“Other” channels continue strong category gains
Figure 12: Total US retail sales of salty snacks, by channel, at current prices, 2016 and 2018
Market Perspective
Salty snacks have a small, perhaps fleeting, snack advantage
Figure 13: Salty snack statements – Any agree: Preference, January 2019
The snack space gets complex
Figure 14: Percentage growth in select snack categories, 2013-18
Figure 15: Snack purchase drivers, November 2018
Figure 16: Correspondence analysis – Symmetrical map – Perception of snacks, December 2018
Figure 17: Perception of snacks, December 2018
Market Factors
Snacking remains strong
Figure 18: Snacking frequency, January 2015 and November 2018
Pay attention to demographic shifts
Figure 19: Population by age, 2013-23
KEY PLAYERS
What You Need to Know
PepsiCo domination persists
“Low and no” claims are most popular in the category
Salty snacks get sweet
RTE popcorn challenges microwaveable
Company and Brand Sales of Salty Snacks
PepsiCo dominates MULO sales of salty snacks
Figure 20: Multi-outlet sales of salty snacks, by leading companies share, 2018
Figure 21: Multi-outlet sales of salty snacks, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
All meat snack leaders see growth
Figure 22: Multi-outlet sales of meat snacks, by leading companies and brands, rolling 52 weeks 2017 and 2018
Cheetos dominate cheese-flavored snacks, but even cheesier products move in
Figure 23: Multi-outlet sales of cheese snacks, by leading companies and brands, rolling 52 weeks 2017 and 2018
Private label sees strong growth in corn snacks
Figure 24: Multi-outlet sales of corn snacks, by leading companies and brands, rolling 52 weeks 2017 and 2018
Private label also makes gains in “other” salty snacks
Figure 25: Multi-outlet sales of other salty snacks, by leading companies and brands, rolling 52 weeks 2017 and 2018
GMO-free claim gains steam
Figure 26: Salty snack launches – Claims share, by segment, 2015-19*
Salty snacks hit the sweet spot
Figure 27: Salty snack launches – Flavor share, by segment, 2015-19*
What’s Struggling?
Pop Secret struggles to compete against RTE popcorn options
Figure 28: Multi-outlet sales of popcorn, by leading companies and brands, rolling 52 weeks 2017 and 2018
Most pretzel leaders dip
Figure 29: Multi-outlet sales of pretzels, by leading companies and brands, rolling 52 weeks 2017 and 2018
What’s Next?
Flavor frenzy
Protein promotion
Very veggie
For the love of legumes
Diet specific
Vegan varieties
THE CONSUMER
What You Need to Know
91% of US adults eat salty snacks
Cravings drive consumption
Consumers aren’t exhibiting healthy snack behavior
Consumers don’t want to sacrifice flavor for health
Snackers are more likely to stick to flavors than brands
Big brands don’t completely stumble on health
Salty Snacks Consumption
Salty snack consumption nears ubiquity
Figure 30: Salty snack consumption, January 2019
Close to a third of salty snacks eaters have reduced consumption
Figure 31: Salty snack statements – Reduction, January 2019
Men make up a larger share of meat snack eaters
Figure 32: Share of salty snack consumption, by gender, January 2019
The majority of salty snack eaters are under 45
Figure 33: Share of salty snack consumption, by age, January 2019
Presence of children increases likelihood of snacking
Figure 34: Salty snack consumption, by parental status, January 2019
Reasons for Salty Snacks Consumption
Cravings and indulgence lead consumption drivers
Figure 35: Reasons for salty snack consumption, January 2019
Functional attributes resonate with men
Figure 36: Reasons for salty snack consumption, by gender, January 2019
Many options for messaging to younger snackers
Figure 37: Reasons for salty snack consumption, by age, January 2019
Parents look for time savings
Figure 38: Reasons for salty snack consumption, by parental status, January 2019
Snack reducers can be retained through time savings
Figure 39: Reasons for salty snack consumption, by snack statements, January 2019
Important Salty Snacks Attributes
Flavor rules salty snack choice
Figure 40: Important salty snack attributes, January 2019
Salty snack segments can focus on unique appeal
Figure 41: Important salty snack attributes, by salty snack segment, January 2019
Snack motivation impacts attribute importance
Figure 42: Important salty snack attributes, by reasons for salty snack consumption, January 2019
Appeal to women through health and men through indulgence
Figure 43: Important salty snack attributes, by gender, January 2019
Price is key to younger snackers
Figure 44: Important salty snack attributes, by age, January 2019
Lower-earning households look for affordability and satiety
Figure 45: Important salty snack attributes, by household income, January 2019
Influence of children seen in portability, portionability, and durability
Figure 46: Important salty snack attributes, by parental status, January 2019
Salty Snacks Flavors
Three quarters of salty snack eaters want cheese-flavored options
Figure 47: Salty snack flavors, January 2019
Figure 48: Salty snack flavors, by salty snack consumption, January 2019
Flavor preferences differ by gender, men go for the extreme
Figure 49: Salty snack flavors, by gender, January 2019
Younger snackers show greatest interest in unique flavors
Figure 50: Salty snack flavors, by age, January 2019
Healthy Salty Snacks
Consumers aren’t exhibiting healthy snack behavior
Figure 51: Salty snack statements – Health, January 2019
Figure 52: Salty snack statements – Any agree: Health, January 2019
Young snackers are more interested in indulgence, but they recognize the value of health
Figure 53: Salty snack statements – Health, by age, January 2019
Figure 54: Salty snack statements – Any agree: Health, by age, January 2019
Category can aim at health through sodium reduction
Figure 55: Healthy salty snacks, January 2019
Health-conscious women can be targeted through ingredient claims
Figure 56: Healthy salty snacks, by gender, January 2019
Salty Snacks Innovation
Close to half of snackers are interested in low-calorie salty snacks
Figure 57: Innovation of interest, January 2019
Pretzel thins eaters are more likely to be drawn to health innovation
Figure 58: Innovation of interest, by salty snack consumption, January 2019
High-protein snacks appeal to men; women open to small pack sizes
Figure 59: Innovation of interest, by gender, January 2019
Stress snackers plead for help
Figure 60: Innovation of interest, by reasons for salty snack consumption, January 2019
Snack Statements
Emotion
Figure 61: Salty snack statements – Any agree: Emotion, January 2019
Habits
Figure 62: Salty snack statements – Any agree: Impulse, January 2019
Brand
Figure 63: Salty snack statements – Any agree: Habits, January 2019
Big brands don’t completely stumble on health
Figure 64: Salty snack statements – Brand, January 2019
APPENDIX
Data Sources and Abbreviations
Data sources
Abbreviations and terms
The Market
Figure 65: Total US retail sales and forecast of meat snacks, at current prices, 2013-23
Figure 66: Total US retail sales and forecast of meat snacks, at inflation-adjusted prices, 2013-23
Figure 67: Total US retail sales and forecast of popcorn, at current prices, 2013-23
Figure 68: Total US retail sales and forecast of popcorn, at inflation-adjusted prices, 2013-23
Figure 69: Total US retail sales and forecast of cheese snacks, at current prices, 2013-23
Figure 70: Total US retail sales and forecast of cheese snacks, at inflation-adjusted prices, 2013-23
Figure 71: Total US retail sales and forecast of pretzels, at current prices, 2013-23
Figure 72: Total US retail sales and forecast of pretzels, at inflation-adjusted prices, 2013-23
Figure 73: US retail sales and forecast of corn snacks, at current prices, 2013-23
Figure 74: Total US retail sales and forecast of corn snacks, at inflation-adjusted prices, 2013-23
Figure 75: Total US retail sales and forecast of other salty snacks, at current prices, 2013-23
Figure 76: Total US retail sales and forecast of other salty snacks, at inflation-adjusted prices, 2013-23
Figure 77: US supermarket sales of salty snacks, at current prices, 2013-18
Figure 78: US drug store sales of salty snacks, at current prices, 2013-18
Figure 79: US convenience store sales of salty snacks, at current prices, 2013-18
Figure 80: US sales of salty snacks through other retail channels, at current prices, 2013-18
Key Players
Figure 81: Multi-outlet sales of salty snacks, by leading companies, rolling 52 weeks 2017 and 2018
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
The Mintel fan chart

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