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Chips and Dips - US - February 2017

"Both chips and dips have performed well in recent years, boosted by consumer interest in snacking, a variety of innovative flavors and formats, and the category’s status as a permissible indulgence. New tastes and experiences will continue to drive sales in coming years, along with a greater emphasis on premium quality and fresh ingredients."

John Owen, Senior Analyst – Food & Drink

This report looks at the following areas:

  • Steady growth continues for chips and dips
  • Tortilla chips generate fastest growth of four segments
  • Younger adults purchase a wider variety of chips and dips

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Steady growth continues for chips and dips
            • Figure 1: Total US sales and fan chart forecast of chips and dips, at current prices, 2010-20
          • Tortilla chips generate fastest growth of four segments
            • Figure 2: Sales and forecast chips and dips, by segment, 2011-21
          • Younger adults purchase a wider variety of chips and dips
            • Figure 3: Chips and dips purchase – Any purchase, by age, November 2016
          • The opportunities
            • Turn routine into impulse and discovery
              • Figure 4: Behaviors related to chips and dips, November 2016
            • Chips can tap into interest in fresh salsas and dips
              • Figure 5: Chips and dips innovation areas, November 2016
            • Leverage in-store sampling to drive trial of new flavors
              • Figure 6: Attitudes toward chips and dips concerning taste and experience – Agree strongly, by age, November 2016
            • What it means
            • The Market – What You Need to Know

              • Steady growth continues for chips and dips
                • Potato chips remain foundation for the category
                  • Snacking competition heats up
                  • Market Size and Forecast

                    • Steady growth continues for chips and dips
                      • Figure 7: Total US sales and fan chart forecast of chips and dips, at current prices, 2010-20
                      • Figure 8: Total US sales and forecast of chips and dips, at current prices, 2011-21
                  • Market Breakdown

                    • Potato chips remain foundation for the category
                      • Figure 9: Sales of chips and dips, by segment, 2016
                    • Tortilla chips generate fastest growth of four segments
                      • Figure 10: Sales and forecast chips and dips, by segment, 2011-21
                  • Market Perspective

                    • Snacking competition heats up
                      • Figure 11: Total US retail sales and forecast of salty snacks, by segment, at current prices, 2010-15
                  • Market Factors

                    • Snacking is the new norm
                      • Figure 12: Attitudes and opinions about food – Any agree, 2010-16
                    • Shifting US demographics to impact market
                      • Figure 13: Households, by presence of own children, 2006-16
                      • Figure 14: US population, by race and Hispanic origin, 2012-22
                      • Figure 15: US population, by generation, 2012-22
                  • Key Players – What You Need to Know

                    • PepsiCo’s lead secure despite small share declines in key segments
                      • Wholly Guacamole typifies gains for refrigerated dips
                        • On the Border creates space in tortilla chips and salsa
                          • Always a next new flavor
                            • Beyond corn and potatoes: new chip bases
                            • Company Sales of Chips and Dips

                              • PepsiCo’s lead secure despite small share declines in key segments
                                • On the Border tortilla chips gain momentum for Truco Enterprises
                                  • Company sales of chips and dips
                                    • Figure 16: MULO sales of chips, dips, and salsa, by leading companies, rolling 52 weeks 2015 and 2016
                                • What’s Working?

                                  • Wholly Guacamole
                                    • Other refrigerated dips
                                      • On the Border chips and salsa
                                        • Cape Cod potato chips
                                          • Other potato and tortilla chips
                                          • What’s Struggling?

                                            • Relics of the category’s regional past
                                            • What’s Next?

                                              • Always a next new flavor
                                                • Beyond corn and potatoes: new chip bases
                                                  • Functional chips
                                                  • The Consumer – What You Need to Know

                                                    • Chip purchase nearly universal
                                                      • Dip purchase incidence just a little lower
                                                        • Opportunity to turn routine into impulse and discovery
                                                          • Strongest interest in fresh salsas and dips
                                                            • A permissible indulgence, but with limits
                                                              • Leverage in-store sampling to drive trial of new flavors
                                                              • Chips and Dips Purchase

                                                                • Chip purchase nearly universal
                                                                  • Dip purchase incidence just a little lower
                                                                    • Figure 17: Chips and dips purchase, November 2016
                                                                  • Younger adults purchase a wider variety of chips and dips
                                                                    • Figure 18: Chips and dips purchase – Any purchase, by age, November 2016
                                                                  • Hispanics purchase a wider variety of chips and dips
                                                                    • Figure 19: Chips purchase – Any purchase, by race/Hispanic origin, November 2016
                                                                    • Figure 20: Dips purchase – Any purchase, by race/Hispanic origin, November 2016
                                                                • Factors Influencing Chips and Dips Purchase

                                                                  • New flavor a top motivator for increased chip purchase
                                                                    • Figure 21: Factors influencing chips purchase, November 2016
                                                                  • Young purchasers focus on flavor; older adults consider health
                                                                    • Figure 22: Factors influencing chips purchase, by age, November 2016
                                                                    • Figure 23: Factors influencing dips purchase, by age, November 2016
                                                                • Behaviors Related to Chips and Dips

                                                                  • Opportunity to turn routine into impulse and discovery
                                                                    • Figure 24: Behaviors related to chips and dips, November 2016
                                                                  • Younger adults most likely to buy on impulse
                                                                    • Figure 25: Behaviors related to chips and dips, by age, November 2016
                                                                • Chips and Dip Innovation Areas

                                                                  • Strongest interest in fresh salsas and dips
                                                                    • Figure 26: Chips and dips innovation areas, November 2016
                                                                  • Younger adults interested in wider variety of concepts
                                                                    • Lifestyle-oriented packaging could extend to dips and salsa
                                                                      • Figure 27: Chips and dips innovation areas, by age, November 2016
                                                                  • Attitudes toward Chips and Dips

                                                                    • A permissible indulgence, but with limits
                                                                      • Opportunity for packaging innovation
                                                                        • Limited opportunity for better-for-you products
                                                                          • Figure 28: Attitudes toward chips and dips, November 2016
                                                                        • Young adults more likely to indulge on chips and dips
                                                                          • Figure 29: Attitudes toward chips and dips concerning healthfulness – Agree strongly, by age, November 2016
                                                                        • Leverage in-store sampling to drive trial of new flavors
                                                                          • Figure 30: Attitudes toward chips and dips concerning taste and experience – Agree strongly, by age, November 2016
                                                                      • Appendix – Data Sources and Abbreviations

                                                                        • Data sources
                                                                          • Sales data
                                                                            • Fan chart forecast
                                                                              • Consumer survey data
                                                                                • Abbreviations and terms
                                                                                  • Abbreviations
                                                                                    • Terms
                                                                                    • Appendix – Market

                                                                                        • Figure 31: Total US sales and forecast of chips and dips, at inflation-adjusted prices, 2011-21
                                                                                        • Figure 32: Total US sales and forecast of potato chips, at current prices, 2011-21
                                                                                        • Figure 33: Total US sales and forecast of tortilla chips, at current prices, 2011-21
                                                                                        • Figure 34: Total US sales and forecast of salsa, at current prices, 2011-21
                                                                                        • Figure 35: Total US sales and forecast of dips, at current prices, 2011-21
                                                                                        • Figure 36: Total US sales of chips and dips, by retail channel, 2011-16
                                                                                    • Appendix – Key Players

                                                                                        • Figure 37: MULO sales of potato chips, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                        • Figure 38: MULO sales of tortilla chips, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                        • Figure 39: MULO sales of salsa, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                        • Figure 40: MULO sales of dips, by leading companies and brands, rolling 52 weeks 2015 and 2016

                                                                                    Chips and Dips - US - February 2017

                                                                                    US $3,995.00 (Excl.Tax)