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Chips, Salsa and Dips - US - January 2015

“While consumers report buying chips/dips mostly to satisfy a flavor craving or facilitate snacking, health claims have the greatest potential to give another reason to buy. As many consumers are migrating away from processed foods toward fresher options, they may be less concerned about fat, salt, or calorie counts than artificial ingredients and preservatives. Brands have better opportunity to grow sales via unprocessed/fresh/natural attributes versus low/no/reduced fat, salt, and calorie claims.”
– Amy Kraushaar, US Category Manager, Food & Drink and Foodservice

This report answers the following key questions:

  • Can health claims be leveraged as much as flavor?
  • How will new styles and formats impact the category?
  • What new flavors are likely to take hold in the category?

Sales of the US chips, salsa and dips category is primarily driven by growing snacking behavior in the US, as well as expanding consumer palates that demand the frequent introduction of new styles and flavors. Demographics including Millennials, Hispanics, and households with children also drive sales. New styles of chips that combine flavor with healthier ingredients, such as corn- or potato-vegetable hybrids, and dips such as hummus, yogurt-based dips, and spicier, fresher salsas have potential to fuel growth.

The following food segments are included in this report:

  • Potato chips

  • Dips (refrigerated, frozen, shelf-stable, dry dip mixes)

  • Tortilla chips

  • Salsa (refrigerated, frozen, shelf-stable, dry salsa mixes)

Excluded from this report are those items covered in Salty Snacks – US, January 2015, which are:

  • Popcorn

  • Pretzels

  • Cheese snacks (eg cheese balls, cheese puffs, etc)

Also excluded are snack nuts, meat snacks, and corn snacks.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                    • Moderate growth driven by snacking trend
                      • Figure 1: Total US sales and fan chart forecast of chips, salsa, and dips, at current prices, 2009-19
                    • Potato chips dominate sales, but tortilla chips grew more
                      • Figure 2: Total US retail sales of chips, salsa, and dips, by segment, at current prices (in millions), 2012 and 2014
                    • Key players
                      • Figure 3: MULO sales of chips, salsa, and dips, by rolling 52 weeks 2014
                    • The consumer
                      • High household penetration indicates how the category benefits from the snacking trend
                        • Figure 4: Chips, salsa, and dips purchases – Any purchase, October 2014
                      • Natural ingredients more important than low/no claims
                        • Figure 5: Important nutritional attributes for chips and/or dips purchases, October 2014
                      • Health claims are important to a majority of buyers; opportunity in improved packaging
                        • Figure 6: Attitudes about chips and dips – Any agree, October 2014
                      • What we think
                      • Issues and Insights

                          • Can health claims be leveraged as much as flavor?
                            • Issues
                              • Insight: Focus on unprocessed rather than low/no/reduced claims
                                • How will new styles and formats impact the category?
                                  • Issues
                                    • Insight: New dip/chip styles offer opportunity for sales growth
                                      • What new flavors are likely to take hold in the category?
                                        • Issues
                                          • Insight: Spicy apt to continue trending as consumers look for ethnic flavors
                                          • Trend Application

                                              • Trend: Sense of the Intense
                                                • Trend: Life Hacking
                                                  • Trend: Extend My Brand
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Sales and forecast of chips, salsa, and dips
                                                        • Figure 7: Total US retail sales and forecast of chips, salsa, and dips, at current prices, 2009-19
                                                        • Figure 8: Total US retail sales and forecast of chips, salsa, and dips, at inflation-adjusted prices, 2009-19
                                                      • Fan chart forecast
                                                        • Figure 9: Total US sales and fan chart forecast of chips, salsa, and dips, at current prices, 2009-19
                                                      • Fan chart methodology
                                                      • Market Drivers

                                                        • Key points
                                                          • Snacking trend benefits the category
                                                            • Figure 10: Reasons for buying chips and/or dips, October 2014
                                                          • Health considerations could hamper sales
                                                            • Millennials represent opportunity for marketers
                                                              • Figure 11: Population. by generation, 2009-19
                                                            • Hispanics more likely to buy than other racial/ethnic groups
                                                              • Figure 12: Population. by race and Hispanic origin, 2009-19
                                                            • Households with kids more likely to buy
                                                              • Figure 13: Households, by presence of own children, 2003-13
                                                          • Competitive Context

                                                            • Snack foods, especially healthier options, vie for share of consumer spending
                                                            • Segment Performance

                                                              • Key points
                                                                • Tortilla chips grow faster than potato chips
                                                                  • Sales of chips, salsa, and dips, by segment
                                                                    • Figure 14: Total US retail sales of chips, salsa, and dips, by segment, at current prices, 2012 and 2014
                                                                  • Sales and forecast of potato chips
                                                                    • Figure 15: Total US retail sales and forecast of potato chips, at current prices, 2009-19
                                                                  • Sales and forecast of tortilla chips
                                                                    • Figure 16: Total US retail sales and forecast of tortilla chips, at current prices, 2009-19
                                                                  • Sales and forecast of salsa
                                                                      • Figure 17: Total US retail sales and forecast of salsa, at current prices, 2009-19
                                                                    • Sales and forecast of dips
                                                                      • Figure 18: Total US retail sales and forecast of dips, at current prices, 2009-19
                                                                  • Retail Channels

                                                                    • Key points
                                                                      • Supermarkets lead but drug stores grow fastest
                                                                        • Sales of chips, salsa, and dips, by channel
                                                                          • Figure 19: Total US retail sales of chips, salsa, and dips, by channel, 2012 and 2014
                                                                        • Supermarkets face increasing competition from drug and other channels
                                                                          • Figure 20: US supermarket sales of chips, salsa, and dips, 2009-14
                                                                        • Chips/dips leverage drug stores’ fresh food, grab-and-go offerings
                                                                          • Figure 21: US drug store sales of chips, salsa, and dips, 2009-14
                                                                        • Mass merchandisers offer value, convenience stores draw snackers
                                                                          • Figure 22: US other channel sales of chips, salsa, and dips, 2009-14
                                                                      • Leading Companies

                                                                        • Key points
                                                                          • PepsiCo dominates with nearly 60% share
                                                                            • MULO sales of chips, salsa, and dips
                                                                              • Figure 23: MULO sales of chips, salsa, and dips, by rolling 52 weeks 2013 and 2014
                                                                            • MULO sales of tortilla chips
                                                                              • Figure 24: Doritos Jacked television ad, 2014
                                                                              • Figure 25: MULO sales of tortilla chips, 2013 and 2014
                                                                            • MULO sales of potato chips
                                                                              • Figure 26: Lay’s Do Us A Flavor television ad, 2014
                                                                              • Figure 27: Pringles television ad, 2014
                                                                              • Figure 28: MULO sales of potato chips, 2013 and 2014
                                                                            • MULO sales of salsa
                                                                                • Figure 29: MULO sales of salsa, 2013 and 2014
                                                                              • MULO sales of dips
                                                                                • Figure 30: MULO sales of dips, 2013 and 2014
                                                                            • Innovations and Innovators

                                                                              • Potato chip product health claims increase
                                                                                • Figure 31: Top 10 potato chip claims, by percentage of total claims, 2010-14 (YTD December 2014)
                                                                              • New styles answer demand for unique flavors
                                                                                • Healthy claims increase for tortilla chip brands
                                                                                  • Figure 32: Top 10 tortilla chip claims, by percentage of total claims, 2010-14 (YTD December 2014)
                                                                                • Unique styles and flavors expected to appeal to more buyers
                                                                                  • Leading salsa claims point to demand for healthy foods
                                                                                    • Figure 33: Top 10 salsa claims, by percentage of total claims, 2010-14 (YTD December 2014)
                                                                                  • Spicy flavors heat up salsa segment
                                                                                    • All-natural, low/no/reduced fat dip product claims increase
                                                                                      • Figure 34: Top 10 dip claims, by percentage of total claims, 2010-14 (YTD December 2014)
                                                                                    • Yogurt dips add variety to the segment
                                                                                    • Social Media – Chips, Salsa, and Dips

                                                                                        • Key points
                                                                                          • Market overview
                                                                                            • Key social media metrics
                                                                                              • Figure 35: Key social media metrics, December 2014
                                                                                            • Brand usage and awareness
                                                                                              • Figure 36: Brand usage and awareness for select chip, salsa, and dip brands, October 2014
                                                                                            • Interactions with chip, salsa, and dip brands
                                                                                              • Figure 37: Levels of interaction for select chips, salsa, and dips, October 2014
                                                                                            • Leading online campaigns
                                                                                              • New products
                                                                                                • Moving to digital
                                                                                                  • What we think
                                                                                                    • Online conversations
                                                                                                      • Figure 38: Percentage of online mentions for Lay’s “Do Us A Flavor” entries, Dec. 8, 2013-Dec. 7, 2014
                                                                                                      • Figure 39: Online mentions for select chip, salsa, and dip brands, by week, Dec. 8, 2013-Dec. 7, 2014
                                                                                                    • Where are people talking about chip, salsa, and dip brands?
                                                                                                      • Figure 40: Online mentions for select chip, salsa, and dip brands, by page type, Dec. 8, 2013-Dec. 7, 2014
                                                                                                    • What are people talking about?
                                                                                                      • Figure 41: Topics of conversation for select chip, salsa, and dip brands, Dec. 8, 2013-Dec. 7, 2014
                                                                                                  • The Consumer – Chips, Salsa, and Dips Purchases

                                                                                                    • Key points
                                                                                                      • High penetration indicative of snacking trend
                                                                                                          • Figure 42: Chips, salsa, and dips purchases, October 2014
                                                                                                        • Millennial snacking behavior means opportunity for marketers
                                                                                                            • Figure 43: Chips, salsa, and dips purchases – Any purchase, by generations, October 2014
                                                                                                          • Presence of children translates to higher likelihood to buy chips/dips
                                                                                                              • Figure 44: Chips, salsa, and dips purchases – Any purchase, by presence of children in household, October 2014
                                                                                                          • The Consumer – Factors Influencing More Chips and Dips Purchases

                                                                                                            • Key points
                                                                                                              • Promotions, new flavors are influential to purchases
                                                                                                                • Millennials apt to go for new flavors
                                                                                                                    • Figure 45: Factors influencing more chips and dips purchases, by generations, October 2014
                                                                                                                  • New flavors also resonate with households with kids
                                                                                                                      • Figure 46: Factors influencing more chips and dips purchases, by presence of children in household, October 2014
                                                                                                                  • The Consumer – Important Nutritional Claims for Chips and/or Dips Purchases

                                                                                                                    • Key points
                                                                                                                      • All-natural claims can boost appeal
                                                                                                                        • Millennials go organic; Swing Generation more concerned about fat, sodium, cholesterol
                                                                                                                            • Figure 47: Important nutritional claims for chips and/or dips purchases, by generations, October 2014
                                                                                                                        • The Consumer – Motivations for Buying Chips and/or Dips

                                                                                                                          • Key points
                                                                                                                            • Emotional and functional motivations drive purchases
                                                                                                                                • Figure 48: Motivations for buying chips and/or dips, by generations, October 2014
                                                                                                                              • New flavors, on-the-go snacking drive purchases for households with kids
                                                                                                                                • Figure 49: Motivations for buying chips and/or dips, by presence of children in household, October 2014
                                                                                                                            • The Consumer – Ideal Healthy Chips/Dips

                                                                                                                              • Key points
                                                                                                                                • Salsa and hummus cited by a quarter of buyers as healthy snacks
                                                                                                                                    • Figure 50: Ideal healthy chips/dips, October 2014
                                                                                                                                • The Consumer – Chip and Dip Buyer Behavior and Opinions

                                                                                                                                  • Key points
                                                                                                                                    • Healthier chips/dips, improved packaging desired by those who snack most
                                                                                                                                        • Figure 51: Chip and dip buyer behavior and opinions, October 2014
                                                                                                                                        • Figure 52: Chip and dip buyer behavior and opinions – Any agree, by generations, October 2014
                                                                                                                                        • Figure 53: Chip and dip buyer behavior and opinions – Any agree, by presence of children in household, October 2014
                                                                                                                                    • The Consumer – Race and Hispanic Origin

                                                                                                                                      • Key points
                                                                                                                                        • Hispanics represent key group for chips/dips marketers
                                                                                                                                            • Figure 54: Chips, salsa, and dips purchases – Any purchase, by race/Hispanic origin, October 2014
                                                                                                                                          • New flavors appeal to Blacks, Asians, Hispanics most
                                                                                                                                              • Figure 55: Factors influencing more chips and dips purchases, by race/Hispanic origin, October 2014
                                                                                                                                              • Figure 56: Important nutritional claims for chips and/or dips purchases, by race/Hispanic origin, October 2014
                                                                                                                                              • Figure 57: Reasons for buying chips and/or dips, by race/Hispanic origin, October 2014
                                                                                                                                              • Figure 58: Respondents' idea of a good meal or snack regardless of nutrition, by race/Hispanic origin, October 2014
                                                                                                                                            • Specific chip/dip health claims likely to appeal to Hispanics
                                                                                                                                                • Figure 59: Chip and dip buyer behavior and opinions – Any agree, by race/Hispanic origin, October 2014
                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                              • The consumer – Chips, salsa, and dips purchases
                                                                                                                                                • Figure 60: Chips, salsa, and dips purchases – Any purchase, by gender, October 2014
                                                                                                                                                • Figure 61: Chips, salsa, and dips purchases – Any purchase, by age, October 2014
                                                                                                                                                • Figure 62: Chips, salsa, and dips purchases – Any purchase, by household income, October 2014
                                                                                                                                                • Figure 63: Chips, salsa, and dips purchases – Any purchase, by chip and dip buyer behavior and opinions – any agree, October 2014
                                                                                                                                                • Figure 64: Chips, salsa, and dips purchases – Any purchase, by important nutritional claims for chips and/or dips purchases, October 2014
                                                                                                                                              • The consumer – Factors influencing more chips and dips purchases
                                                                                                                                                • Figure 65: Factors influencing more chips and dips purchases, by gender, October 2014
                                                                                                                                                • Figure 66: Factors influencing more chips and dips purchases, by age, October 2014
                                                                                                                                                • Figure 67: Factors influencing more chips and dips purchases, by household income, October 2014
                                                                                                                                              • The consumer – Important nutritional claims for chips and/or dips purchases
                                                                                                                                                • Figure 68: Important nutritional claims for chips and/or dips purchases, by gender, October 2014
                                                                                                                                                • Figure 69: Important nutritional claims for chips and/or dips purchases, by age, October 2014
                                                                                                                                                • Figure 70: Important nutritional claims for chips and/or dips purchases, by household income, October 2014
                                                                                                                                                • Figure 71: Important nutritional claims for chips and/or dips purchases, by presence of children in household, October 2014
                                                                                                                                              • The consumer – Motivations for buying chips and/or dips
                                                                                                                                                • Figure 72: Motivations for buying chips and/or dips, by gender, October 2014
                                                                                                                                                • Figure 73: Motivations for buying chips and/or dips, by age, October 2014
                                                                                                                                                • Figure 74: Motivations for buying chips and/or dips, by household income, October 2014
                                                                                                                                              • The consumer – Ideal healthy chips/dips
                                                                                                                                                • Figure 75: Ideal healthy chips/dips, by gender, October 2014
                                                                                                                                                • Figure 76: Ideal healthy chips/dips, by age, October 2014
                                                                                                                                                • Figure 77: Ideal healthy chips/dips, by household income, October 2014
                                                                                                                                                • Figure 78: ideal healthy chips/dips, by generations, October 2014
                                                                                                                                                • Figure 79: Ideal healthy chips/dips, by presence of children in household, October 2014
                                                                                                                                              • The consumer – Chip and dip buyer behavior and opinions
                                                                                                                                                • Figure 80: Chip and dip buyer behavior and opinion, October 2014
                                                                                                                                                • Figure 81: Chip and dip buyer behavior and opinions – Any agree, by gender, October 2014
                                                                                                                                                • Figure 82: Chip and dip buyer behavior and opinions – Any agree, by age, October 2014
                                                                                                                                                • Figure 83: Chip and dip buyer behavior and opinions – Any agree, by household income, October 2014
                                                                                                                                            • Appendix – Social Media

                                                                                                                                              • Brand usage or awareness
                                                                                                                                                • Figure 84: Brand usage or awareness, October 2014
                                                                                                                                                • Figure 85: Lay’s usage or awareness, by demographics, October 2014
                                                                                                                                                • Figure 86: Fritos usage or awareness, by demographics, October 2014
                                                                                                                                                • Figure 87: Ruffles usage or awareness, by demographics, October 2014
                                                                                                                                                • Figure 88: Old El Paso usage or awareness, by demographics, October 2014
                                                                                                                                                • Figure 89: Tostitos usage or awareness, by demographics, October 2014
                                                                                                                                                • Figure 90: Ortega usage or awareness, by demographics, October 2014
                                                                                                                                              • Activities done
                                                                                                                                                • Figure 91: Activities done, October 2014
                                                                                                                                                • Figure 92: Lay’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
                                                                                                                                                • Figure 93: Lay’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
                                                                                                                                                • Figure 94: Lay’s – Activities done – I follow/like the brand on social media because, by demographics, October 2014
                                                                                                                                                • Figure 95: Lay’s – Activities done – I have researched the brand on social media to, by demographics, October 2014
                                                                                                                                                • Figure 96: Fritos – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
                                                                                                                                                • Figure 97: Fritos – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
                                                                                                                                                • Figure 98: Fritos – Activities done – I follow/like the brand on social media because, by demographics, October 2014
                                                                                                                                                • Figure 99: Fritos – Activities done – I have researched the brand on social media to, by demographics, October 2014
                                                                                                                                                • Figure 100: Ruffles – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
                                                                                                                                                • Figure 101: Ruffles – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
                                                                                                                                                • Figure 102: Ruffles – Activities done – I follow/like the brand on social media because, by demographics, October 2014
                                                                                                                                                • Figure 103: Ruffles – Activities done – I have researched the brand on social media to, by demographics, October 2014
                                                                                                                                                • Figure 104: Old El Paso – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
                                                                                                                                                • Figure 105: Old El Paso – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
                                                                                                                                                • Figure 106: Old El Paso – Activities done – I follow/like the brand on social media because, by demographics, October 2014
                                                                                                                                                • Figure 107: Old El Paso – Activities done – I have researched the brand on social media to, by demographics, October 2014
                                                                                                                                                • Figure 108: Tostitos – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
                                                                                                                                                • Figure 109: Tostitos – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
                                                                                                                                                • Figure 110: Tostitos – Activities done – I follow/like the brand on social media because, by demographics, October 2014
                                                                                                                                                • Figure 111: Tostitos – Activities done – I have researched the brand on social media to, by demographics, October 2014
                                                                                                                                                • Figure 112: Ortega – Activities done – I have looked up/talked about this brand online on social media, by demographics, October 2014
                                                                                                                                                • Figure 113: Ortega – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, October 2014
                                                                                                                                                • Figure 114: Ortega – Activities done – I follow/like the brand on social media because, by demographics, October 2014
                                                                                                                                              • Key social media metrics
                                                                                                                                                • Figure 115: Key social media metrics, De. 2014
                                                                                                                                              • Online conversations
                                                                                                                                                • Figure 116: Online mentions for select chip, salsa, and dip brands, by week, Dec. 8, 2013-Dec. 7, 2014
                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                              Companies Covered

                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                              Chips, Salsa and Dips - US - January 2015

                                                                                                                                              US $3,995.00 (Excl.Tax)