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Chips and Dips - US - February 2016

"Both the chips and dips categories continue to perform well, boosted by consumer interest in snacking, and a variety of innovative flavors and formats. Both categories are driven by taste, rather than health, as consumers allow themselves to indulge. The chips and dips markets are expected to maintain stable growth, despite competition from other types of snacks, as well as foodservice options. Growth in US demographics, including Millennials and Hispanics, who are core purchasers of these products, will also help sustain future growth."
- Amanda Topper, Senior Food Analyst

This report discusses the following key topics:

  • Chips and dips categories maintain growth
  • Millennials more likely to buy chips and dips
  • Taste, not health a key driver

The following food segments are included in this report:

  • Potato chips
  • Tortilla chips
  • Dips (refrigerated, frozen, shelf-stable, and dry dip mixes)
  • Salsa (refrigerated, frozen, shelf-stable, and dry salsa mixes)

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Chips and dips categories maintain growth
            • Figure 1: Total US sales of chips and dips, at current prices, 2010-15
            • Figure 2: Total US sales and fan chart forecast of chips, at current prices, 2010-20
            • Figure 3: Total US sales and fan chart forecast of salsa and dips at current prices, 2010-20
          • Millennials more likely to buy chips and dips
            • Figure 4: Chips and dip purchase – Any purchase, by Millennials and Non-Millennials, November 2015
          • Taste, not health a key driver
            • Figure 5: Important nutritional attributes, November 2015
          • The opportunities
            • Promote products across all retail channels
              • Figure 6: Total US retail sales of chips and dips, by channel, at current prices, 2010-15
            • Appeal to Millennials’ adventurous palates
              • Figure 7: Chips and dips behaviors, by generation, select statements, November 2015
            • Focus on flavor innovation
              • Figure 8: Attitudes toward chips and dips – Any agree, November 2015
            • What it means
            • The Market – What You Need to Know

              • Both chips and dips categories maintain steady growth
                • Potato chips represent half of overall sales
                  • Supermarket sales fall to other retail channels
                    • Competition from a variety of foods, both at home and away
                    • Market Size and Forecast

                      • Chips and dips maintain steady overall growth
                        • Figure 9: Total US sales and fan chart forecast of chips and dips, at current prices, 2010-20
                      • Potato chips continue to drive chip category growth
                        • Figure 10: Total US sales and fan chart forecast of chips, at current prices, 2010-20
                        • Figure 11: Total US sales and forecast of chips, at current prices, 2010-20
                        • Figure 12: Total US sales and forecast of chips, at inflation-adjusted prices, 2010-20
                      • Strong product innovation helps dips thrive
                        • Figure 13: Total US sales and fan chart forecast of salsa and dips at current prices, 2010-20
                        • Figure 14: Total US sales and forecast of salsa and dips, at current prices, 2010-20
                        • Figure 15: Total US sales and forecast of salsa and dips, at inflation-adjusted prices, 2010-20
                    • Market Breakdown

                      • Tortilla chips, dips, strongest growth over last five years
                        • Figure 16: Total US retail sales of chips and dips, by segment share, 2015
                        • Figure 17: Total US retail sales of chips and dips, by segment, at current prices, 2010-15
                      • More than half of sales stem from other retail channels
                        • Figure 18: Total US retail sales of chips and dips, by channel, at current prices, 2010-15
                      • Natural supermarket sales improve across segments
                        • Figure 19: Natural supermarket sales of chips, salsa and dips, by segment, at current prices, rolling 52 weeks ending 10/06/13 and 10/04/15
                        • Figure 20: Natural supermarket sales of chips, salsa and dips, by organic ingredients, at current prices, rolling 52 weeks ending 10/06/13 and 10/04/15
                    • Market Perspective

                      • Snacks across food and beverage categories heat up competition
                        • Foodservice options entice consumers away from home
                        • Market Factors

                          • Increase in snacking over time
                            • Figure 21: Attitudes and opinions about food – Any agree, 2010-15
                          • Away-from-home food spending on the rise
                            • Figure 22: Food sales at home and away from home, January 2003-October 2015
                          • Shifting US demographics to impact market
                            • Figure 23: Households, by presence of own children, 2003-13
                            • Figure 24: Population by race and Hispanic origin, 2010-20
                            • Figure 25: US population, by generation share, 2015
                            • Figure 26: US population, by generation, 2010-20
                        • Key Players – What You Need to Know

                          • PepsiCo brands maintain their market share hold across segments
                            • Consumers allow themselves to indulge
                              • Flavor innovation, segment blurring, and simple ingredients continue to trend
                              • Manufacturer Sales of Chips and Dips

                                • PepsiCo continues to dominate with more than half of category sales
                                  • Manufacturer sales of chips and dips
                                    • Figure 27: MULO sales of chips, salsa and dip, by leading companies, rolling 52 weeks 2014 and 2015
                                • What’s Working?

                                  • Potato chips
                                    • Figure 28: MULO sales of Munchos potato chips
                                    • Figure 29: Commercial, “Introducing The Lay’s Do Us A Flavor Finalists,” July, 2015
                                    • Figure 30: MULO sales of Snyder’s-Lance potato chips
                                    • Figure 31: MULO sales of Kettle potato chips
                                  • Tortilla chips
                                    • Figure 32: MULO sales of Doritos tortilla chips
                                    • Figure 33: MULO sales of Calidad tortilla chips
                                    • Figure 34: MULO sales of private label tortilla chips
                                  • Salsa and dips
                                    • Figure 35: MULO sales of salsa brands
                                    • Figure 36: MULO sales of PepsiCo Inc. dips
                                    • Figure 37: MULO sales guacamole dips
                                    • Figure 38: MULO sales of Sabra dips
                                • What’s Struggling?

                                  • Potato chip sales declines
                                    • Figure 39: MULO sales of Utz other potato chip brands
                                    • Figure 40: MULO sales of Utz other potato chip brands
                                    • Figure 41: MULO sales of private label potato chips
                                • What’s Next?

                                  • No flavor too odd
                                    • Global influences
                                      • Ingredient provenance
                                        • Segment blurring
                                          • Simple and real food
                                          • The Consumer – What You Need to Know

                                            • Chips, dips purchases common
                                              • Supermarket purchases most popular, but competition heating up
                                                • Taste, not nutrition, a key purchase driver
                                                  • Room for more flavor innovation
                                                  • Chips and Dips Purchase

                                                    • Chips, dips, common purchases for self
                                                      • Figure 42: Chips and dip purchase, November 2015
                                                    • Presence of children in household has strong impact on purchase
                                                      • Figure 43: Chips and dip purchase – Any purchase, by parental status, November 2015
                                                    • Millennials more likely to buy chips and dips
                                                      • Figure 44: Chips and dip purchase – Any purchase, by age, November 2015
                                                    • Hispanics more likely to buy some types of potato chips, all dips
                                                      • Figure 45: Chips and dip purchase – Any purchase, by race and Hispanic origin, November 2015
                                                  • Purchase Location

                                                    • Supermarkets most popular
                                                      • Figure 46: Chips and dips purchase location, November 2015
                                                    • Men more likely to buy at convenience-based locations
                                                      • Figure 47: Chips purchase location, by gender, select options, November 2015
                                                      • Figure 48: Dips purchase location, by gender, select options, November 2015
                                                    • Hispanics more likely to diversify purchases
                                                      • Figure 49: Chips purchase location, by race and Hispanic origin, select options, November 2015
                                                      • Figure 50: Dips purchase location, by race and Hispanic origin, select options, November 2015
                                                  • Factors Influencing Purchase

                                                    • New flavor, convenient packaging, premium brand most influential
                                                      • Figure 51: Factors influencing purchase, November 2015
                                                    • Millennials more likely to be influenced by product flavors, brands
                                                      • Figure 52: Factors influencing purchase, by Millennials and Non-Millennials, November 2015
                                                    • Package type, premium products influential for parents
                                                      • Figure 53: Factors influencing purchase, by parental status, November 2015
                                                    • Packaging, brand more important to Hispanics
                                                      • Figure 54: Factors influencing purchase, by Hispanic origin, November 2015
                                                  • Important Nutritional Attributes

                                                    • Nutrition not top-of-mind with most consumers
                                                      • Figure 55: Important nutritional attributes, November 2015
                                                      • Figure 56: Natural supermarket sales of chips, salsa and dips, by GMO ingredients, at current prices, rolling 52 weeks ending 10/06/13 and 10/04/15
                                                    • Older consumers concerned about health
                                                      • Figure 57: Important nutritional attributes, by age, select options, November 2015
                                                    • Parents interested in functional benefits, but taste also important
                                                      • Figure 58: Important nutritional attributes, by parental status, select options, November 2015
                                                    • Hispanic Millennials gravitate toward low/no health claims
                                                      • Figure 59: Important nutritional attributes, by Hispanic Millennials, select options, November 2015
                                                  • Chips and Dips Behaviors

                                                    • Shoppers stick to snacks they love, diversify their purchases across channels
                                                      • Figure 60: Chips and dips behaviors, November 2015
                                                    • Men buying more chips and dips, women buy impulsively, feel guilty when eating
                                                      • Figure 61: Chips and dips behaviors, by gender, select statements, November 2015
                                                    • Millennials buying more chips and dips, mix products together
                                                      • Figure 62: Chips and dips behaviors, by generation, select statements, November 2015
                                                    • Hispanics may be open to BFY products, unique varieties
                                                      • Figure 63: Chips and dips behaviors, by race and Hispanic origin, select statements, November 2015
                                                    • Package and brand type, key drivers for increased purchase
                                                      • Figure 64: Key drivers of chips and dips behaviors, November 2015
                                                  • Attitudes toward Chips and Dips

                                                    • Consumers allow themselves to indulge, flavor a key attribute
                                                      • Figure 65: Attitudes toward chips and dips – Any agree, November 2015
                                                    • Parents more brand loyal, have positive perceptions of store brands
                                                      • Figure 66: Attitudes toward chips and dips – Any agree, by parental status, select statements, November 2015
                                                    • Flavor innovation key for appealing to Millennials, Hispanics
                                                      • Figure 67: Attitudes toward chips and dips – Any agree, by Millennials and Non-Millennials, select statements, November 2015
                                                      • Figure 68: Attitudes toward chips and dips – Any agree, by race and Hispanic origin, select statements, November 2015
                                                    • Innovative flavors may boost purchase among high-earning males
                                                      • Figure 69: Attitudes toward chips and dips – CHAID – Tree output, November 2015
                                                  • Consumer Segmentation

                                                        • Figure 70: Chips and dips clusters
                                                      • Group one: Traditional Snackers
                                                        • Group two: Health-focused Snackers
                                                          • Group three: Super Snackers
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Sales data
                                                                • Fan chart forecast
                                                                  • Consumer survey data
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                      • Appendix – Key Driver Analysis

                                                                        • Methodology
                                                                          • Interpretation of results
                                                                            • Figure 71: Key drivers of chips and dips behaviors – Key driver output, November 2015
                                                                        • Appendix – CHAID Analysis

                                                                          • Methodology
                                                                            • Figure 72: Attitudes toward chips and dips – CHAID – Table output, November 2015
                                                                        • Appendix – Consumer Segmentation

                                                                          • Cluster methodology
                                                                          • Appendix – Market

                                                                              • Figure 73: Total US retail sales and forecast of chips and dips, by segment, at current prices, 2010-20
                                                                              • Figure 74: Total US retail sales of chips and dips, by segment, at current prices, 2013 and 2015
                                                                              • Figure 75: Total US retail sales and forecast of potato chips, at current prices, 2010-20
                                                                              • Figure 76: Total US retail sales and forecast of potato chips, at inflation-adjusted prices, 2010-20
                                                                              • Figure 77: Total US retail sales and forecast of tortilla chips, at current prices, 2010-20
                                                                              • Figure 78: Total US retail sales and forecast of tortilla chips, at inflation-adjusted prices, 2010-20
                                                                              • Figure 79: Total US retail sales and forecast of salsa at current prices, 2010-20
                                                                              • Figure 80: Total US retail sales and forecast of salsa, at inflation-adjusted prices, 2010-20
                                                                              • Figure 81: Total US retail sales and forecast of dips at current prices, 2010-20
                                                                              • Figure 82: Total US retail sales and forecast of dips, at inflation-adjusted prices, 2010-20
                                                                              • Figure 83: Total US retail sales of chips and dips, by channel, at current prices, 2010-15
                                                                              • Figure 84: Total US retail sales of chips and dips, by channel, at current prices, 2013 and 2015
                                                                              • Figure 85: Natural supermarket sales of chips, salsa and dips, at current prices, rolling 52 weeks October 2013-October 2015
                                                                              • Figure 86: Non-GMO certified* share of natural supermarket sales of chips, salsa and dips, by segment, at current prices, rolling 52 weeks ending 10/06/13 and 10/04/15
                                                                              • Figure 87: Organic share of natural supermarket sales of organic chips, salsa and dips, by segment, at current prices, rolling 52 weeks ending 10/06/13 and 10/04/15
                                                                              • Figure 88: Natural supermarket sales of chips, salsa and dips, by gluten-free labeling/certification, at current prices, rolling 52 weeks ending 10/06/13 and 10/04/15
                                                                              • Figure 89: Gluten-free* share of natural supermarket sales of chips, salsa and dips, by segment, at current prices, rolling 52 weeks ending 10/06/13 and 10/04/15
                                                                              • Figure 90: Natural supermarket sales of chips, salsa and dips, by "natural" labeling or perception, at current prices, rolling 52 weeks ending 10/06/13 and 10/04/15
                                                                              • Figure 91: Share of natural supermarket sales accounted for by "natural" labeled/perceived chips, salsa and dips, by segment, at current prices, rolling 52 weeks ending 10/06/13 and 10/04/15
                                                                          • Appendix – Key Players

                                                                              • Figure 92: MULO sales of potato chips, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                              • Figure 93: MULO sales of tortilla chips, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                              • Figure 94: MULO sales of salsa, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                              • Figure 95: MULO sales of dips, by leading companies and brands, rolling 52 weeks 2014 and 2015

                                                                          Companies Covered

                                                                          • Walmart Stores (USA)

                                                                          Chips and Dips - US - February 2016

                                                                          £3,199.84 (Excl.Tax)