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Crisps and Salty Snacks - UK - January 2011

Growth of 24% since 2005 saw the crisps and salty snacks market achieve estimated sales of £2.6 billion in 2010. Performance during the period has been volatile, the market growing rapidly in 2008 and 2009, with slightly slower rates in 2010.

  • Further opportunities remain to develop premium-end crisps and snacks, particularly among ABs, as half of ABs who eat crisp and salty snacks do not see price as an important factor in choosing them.
  • Polishing the quality credentials of their ingredients could help premium brands to tap into the spending of one in three adults who eat crisps and salty snacks, and see premium ingredients as worth paying more for.
  • Lower fat crisps have potential to appeal more effectively to the over-55s by also cutting back on salt, as both qualities are nearly equally sought after by them.
  • Expanding their range of flavours could help wholegrain and healthy crisps brands win over the one in four of people who eat such snacks, who see new flavours as an important choice factor.
  • High quality ingredients and naturalness can help low-fat/low-salt and wholegrain chip brands appeal to nearly one in three consumers eating such snacks, who see these as important choice factors.
  • Brand collaborations or private labels could provide a route for the grocers to win share in crisps spending, as half of crisp eaters see brands as offering better taste than own-label, only 14% disagreeing.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

              • ¡Ay, caramba!
                • Shake it like you mean it
                • Market in Brief

                  • Market size and forecast
                    • Evenings in and snacking support crisps and snacks in the recession
                      • PepsiCo dominates the market
                        • Four in five eat crisps and salty snacks
                          • Price is top choice factor by a slim lead
                            • Branded and premium crisps enjoy high credibility
                            • Internal Market Environment

                              • Key points
                                • Evenings in benefit snacking in the recession
                                    • Figure 1: Going out habits, February 2009-March 2010
                                  • Snacking and indulgent foods gain in the recession
                                      • Figure 2: Attitudes towards snacking and indulgent foods, 2006-10
                                    • Obesity remains a key issue for the nation’s health
                                      • Obesity has reached epidemic scale
                                        • Figure 3: Body mass index segments, 2007-10
                                      • Foods high in fat, sugar and salt come under pressure
                                        • Leading manufactures are taking healthier steps
                                          • … but consumers are slow to follow
                                            • A sizeable minority counts calories
                                                • Figure 4: Attitudes towards weight management and food, 2006-10
                                              • Interest in new and foreign food remains high
                                                  • Figure 5: Attitudes towards new and foreign foods, 2006-10
                                                • Half the nation check food labels
                                                    • Figure 6: Attitudes towards ingredients of and additives in food, 2006-10
                                                • Broader Market Environment

                                                  • Key points
                                                    • Changing age profile poses challenges to snacks
                                                        • Figure 7: Changes in the age structure of the UK population, 2010-15
                                                      • Growth of C2s bodes well for volume growth, ABs for value
                                                          • Figure 8: Changes in adult population, by socio-economic group, 2010-15
                                                        • Cautious spending recovery expected
                                                          • Figure 9: Annual percentage change in consumer expenditure, at constant 2010 prices, 2006-15
                                                      • Competitive Context

                                                        • Key points
                                                          • Crisps compete with other snacks
                                                            • Figure 10: Retail sales in selected markets competing with crisps, 2005-10
                                                          • Fresh fruit is the nation’s top snack
                                                            • Chocolate bar is top for on the go
                                                              • Nuts lag far behind crisps
                                                                • Competition from new bagged snacks
                                                                  • Meat snacks remain a niche category
                                                                  • Strengths and Weaknesses

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating

                                                                        • Key points
                                                                          • Brands dominate new launches
                                                                            • Figure 11: New launches in the crisps and salty snacks market, by brand, 2010
                                                                          • Half of new launches free of additives
                                                                            • Crisps and snacks move away from additives and transfats
                                                                              • Healthy launches in minority
                                                                                • Figure 12: Most common claims in new crisps and salty snacks products, 2010
                                                                                • Figure 13: Percentage change in share of claims of all launches in crisps and salty snacks, 2008-10
                                                                              • Classic flavours in the lead
                                                                                • Hotter flavours continue to feature strongly
                                                                                  • Ongoing quest for new flavours
                                                                                    • Figure 14: Most common flavour components in new crisps and salty snacks products, 2010
                                                                                  • Brands leverage packaging for stand-out
                                                                                    • Tapioca, pitta and steaming feature in healthy snacks
                                                                                      • Smaller brands tap into provenance
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • A volatile period sees the market reach £2.6 billion
                                                                                            • Figure 15: UK retail sales of crisps and salty snacks, by value, 2005-15
                                                                                          • Forecast
                                                                                            • Figure 16: Value sales for crisps and salty snacks, 2005-15
                                                                                            • Figure 17: Forecast of UK retail sales of crisps and salty snacks, by value, 2005-15
                                                                                          • Premium segment has potential to support growth
                                                                                            • Demographic trends pose challenges and opportunities
                                                                                              • Forecast methodology
                                                                                              • Segment Performance

                                                                                                • Key points
                                                                                                  • Crisps capture half of the snacking market
                                                                                                    • Figure 18: UK retail value sales of crisps and salty snacks, by type, 2009-10
                                                                                                  • Snacks outperformed crisps in 2010
                                                                                                    • Sharing formats enjoy strong growth in the recession
                                                                                                      • Premium segment strong, healthy snacks lack momentum
                                                                                                        • Children’s sector accounts for a third of snacks
                                                                                                          • School food regulations hamper snack occasions
                                                                                                            • Retro-appeal supports brands in recession
                                                                                                              • Figure 19: UK retail sales of children’s snacks, 2008-10
                                                                                                          • Market Share

                                                                                                            • Key points
                                                                                                              • Walkers crisps captures £1 in £5 spent on crisps and snacks
                                                                                                                • Figure 20: Leading brands’ value shares in crisps and snacks, 2008-10
                                                                                                              • Mixed performance from PepsiCo brands
                                                                                                                • Walkers’ brands continue to dominate
                                                                                                                  • Sensations and Walkers Baked lack steam
                                                                                                                    • Doritos taps into sharing and entertainment
                                                                                                                      • Monster Munch goes retro to drive sales
                                                                                                                        • Seabrook Crisps leaps ahead
                                                                                                                          • Premium brands make their mark
                                                                                                                            • Own-label takes one fifth of spend on crisps and salty snacks
                                                                                                                            • Companies and Products

                                                                                                                              • Walkers
                                                                                                                                • United Biscuits
                                                                                                                                  • Procter & Gamble
                                                                                                                                    • Tayto
                                                                                                                                      • Kettle Chips
                                                                                                                                        • Tyrrells
                                                                                                                                        • Brand Elements

                                                                                                                                          • Brand map
                                                                                                                                              • Figure 21: Attitudes towards and purchase of crisp and snack brands, December 2010
                                                                                                                                            • Brand attitudes
                                                                                                                                              • Figure 22: Attitudes, by crisp and snack brand, December 2010
                                                                                                                                            • Brand personality
                                                                                                                                              • Figure 23: Crisp and snack brand personality – macro image, December 2010
                                                                                                                                              • Figure 24: Crisp and snack brand personality – micro image, December 2010
                                                                                                                                            • Correspondence analysis
                                                                                                                                              • Brand experience
                                                                                                                                                • Figure 25: Crisp and snack brand purchase, December 2010
                                                                                                                                                • Figure 26: Satisfaction with various crisp and snack brands, December 2010
                                                                                                                                                • Figure 27: Consideration of crisp and snack brands, December 2010
                                                                                                                                                • Figure 28: Consumer perceptions of current crisp and snack brand performance, December 2010
                                                                                                                                                • Figure 29: Crisp and snack brand recommendation – Net Promoter Score, December 2010
                                                                                                                                              • Brand index
                                                                                                                                                • Figure 30: crisp and snack brand index, December 2010
                                                                                                                                                • Figure 31: crisp and snack brand index vs. recommendation, December 2010
                                                                                                                                              • Target group analysis
                                                                                                                                                • Figure 32: Target groups, December 2010
                                                                                                                                                • Figure 33: crisp and snack brand purchase, by target groups, December 2010
                                                                                                                                              • Group One – The Conformists
                                                                                                                                                • Group Two – Simply the Best
                                                                                                                                                  • Group Three – Shelf Stalkers
                                                                                                                                                    • Group Four – Habitual Shoppers
                                                                                                                                                      • Group Five – The Individualists
                                                                                                                                                      • Brand Communication and Promotion

                                                                                                                                                        • Key points
                                                                                                                                                          • Ad spend regains momentum in 2009
                                                                                                                                                            • Figure 34: Main monitored media advertising expenditure on potato crisps and snacks, 2006-10
                                                                                                                                                          • Walkers dominates ad spend, Pringles ups its game in 2010
                                                                                                                                                            • Figure 35: Main monitored media advertising expenditure on potato crisps and snacks, by top ten spending companies in 2010, 2008-10
                                                                                                                                                            • Figure 36: Main monitored media advertising expenditure on potato crisps and snacks, by top nine brands, 2010
                                                                                                                                                          • TV still the favoured media
                                                                                                                                                            • Figure 37: Main monitored media advertising expenditure on potato crisps and snacks, by media type, 2006-10
                                                                                                                                                          • … alternative channels gaining ground
                                                                                                                                                            • User-generated content
                                                                                                                                                              • Exclusive entertainment
                                                                                                                                                                • Favoured flavours
                                                                                                                                                                • Channels to Market

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Figure 38: Retail distribution of crisps and salty snacks, by outlet type, 2008-10
                                                                                                                                                                  • Multiple grocers dominate the crisps and snacks market
                                                                                                                                                                    • Brands and retailers explore exclusivity
                                                                                                                                                                      • Pubs play a role in crisps and salty snacks
                                                                                                                                                                      • Consumer – Trends in Usage of Crisps and Salty Snacks

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Four in five adults eat crisps and salty snacks
                                                                                                                                                                              • Figure 39: Frequency of eating potato crisps, tortilla and corn snacks, 2006-10
                                                                                                                                                                              • Figure 40: Types of potato crisps, tortilla and corn snacks eaten, 2006-10
                                                                                                                                                                              • Figure 41: UK household purchased quantities of crisps and potato snacks, 1978-2009
                                                                                                                                                                            • Men, C2Ds and 15-24-year-olds are top daily users
                                                                                                                                                                                • Figure 42: Demographic groups the most likely to eat potato crisps, tortilla and corn snacks by overall and daily usage and groups with the highest volume importance index, 2010
                                                                                                                                                                            • Consumer – Usage by Type and Occasion

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Four in five eat standard crisps
                                                                                                                                                                                    • Figure 43: Consumption of crisps and salty snacks in the last six months, by type, November 2010
                                                                                                                                                                                  • Standard crisps are the nation’s favourites
                                                                                                                                                                                    • One in three eat premium crisps
                                                                                                                                                                                      • Healthy crisps hold niche appeal
                                                                                                                                                                                        • Women eat tortilla chips and popcorn more
                                                                                                                                                                                          • Two in five like to mix and match across crisps and snacks
                                                                                                                                                                                            • Figure 44: Repertoire of consumption of crisps and salty snacks in the last six months, by type, November 2010
                                                                                                                                                                                          • Crisps and snacks are for evenings at home
                                                                                                                                                                                            • Figure 45: Occasions for eating crisps and salty snacks in the last six months, November 2010
                                                                                                                                                                                          • Home is top location for eating crisps
                                                                                                                                                                                            • Crisps and snacks are most popular in the evenings
                                                                                                                                                                                                • Figure 46: Demographic groups most likely to eat crisps and salty snacks on various occasions, November 2010
                                                                                                                                                                                            • Consumer – Choice Factors

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Price is the top choice factor – by a slim lead
                                                                                                                                                                                                  • Figure 47: Important factors when choosing crisps or salty snacks, November 2010
                                                                                                                                                                                                • Price holds a slim lead ahead of flavour and brand
                                                                                                                                                                                                  • New flavours spark interest among one in five
                                                                                                                                                                                                    • Ingredients are at the core of a premium proposition
                                                                                                                                                                                                      • Healthy qualities are of minority interest
                                                                                                                                                                                                      • Consumer – Attitudes Towards Crisps and Salty Snacks

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Brands are seen as taste champions
                                                                                                                                                                                                            • Figure 48: Attitudes towards crisps and salty snacks, November 2010
                                                                                                                                                                                                          • Calories are not a concern
                                                                                                                                                                                                            • Brands deemed to taste better
                                                                                                                                                                                                              • Premium crisps are worth it – at least on offer
                                                                                                                                                                                                              • Consumer – Target Groups

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Four target groups
                                                                                                                                                                                                                    • Figure 49: Target groups for crisps and salty snacks, November 2010
                                                                                                                                                                                                                  • Indulgers (25%)
                                                                                                                                                                                                                    • Moderates (19%)
                                                                                                                                                                                                                      • Health-led (22%)
                                                                                                                                                                                                                        • Price-led (35%)
                                                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                                                            • Figure 50: Agreement with selected lifestyle statements, by demographics, 2010
                                                                                                                                                                                                                            • Figure 51: Agreement with selected lifestyle statements, by demographics, 2010 (continued)
                                                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                                                            • Figure 52: Best and worst case forecasts for crisps and salty snacks, 2010-15
                                                                                                                                                                                                                            • Figure 53: Value sales for crisps, 2005-15
                                                                                                                                                                                                                            • Figure 54: Best and worst case forecasts for crisps, 2010-15
                                                                                                                                                                                                                            • Figure 55: Forecast of UK retail sales of crisps, by value, 2005-15
                                                                                                                                                                                                                            • Figure 56: Value sales for salty snacks, 2005-10
                                                                                                                                                                                                                            • Figure 57: Best and worst case forecasts for salty snacks, 2010-15
                                                                                                                                                                                                                            • Figure 58: Forecast of UK retail sales of salty snacks, by value, 2005-15
                                                                                                                                                                                                                        • Appendix – Consumer – Trends in Usage of Crisps and Salty Snacks

                                                                                                                                                                                                                            • Figure 59: Frequency of eating potato crisps, tortilla and corn snacks, 2006-10
                                                                                                                                                                                                                            • Figure 60: Frequency of eating potato crisps, tortilla and corn snacks, by demographics, 2010
                                                                                                                                                                                                                        • Appendix – Consumer – Usage by Type and Occasion

                                                                                                                                                                                                                            • Figure 61: Consumption of crisps and salty snacks in the last six months, by type, November 2010
                                                                                                                                                                                                                            • Figure 62: Types of crisps and salty snacks eaten in the last six months, by type, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 63: Types of crisps and salty snacks eaten in the last six months, by type, by demographics, November 2010 (continued)
                                                                                                                                                                                                                            • Figure 64: Types of crisps and salty snacks eaten in the last six months, by repertoire, November 2010
                                                                                                                                                                                                                            • Figure 65: Repertoire of crisps and salty snacks eaten in the last six months, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 66: Occasions for eating crisps and salty snacks in the last six months, November 2010
                                                                                                                                                                                                                            • Figure 67: Eating crisps and salty snacks at home in the last six months, by occasion, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 68: Eating crisps and salty snacks at work in the last six months, by occasion, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 69: Eating crisps and salty snacks on the go in the last six months, by occasion, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 70: Occasion on which crisps and salty snacks have not been consumed in the last six months, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 71: Locations for eating crisps and salty snacks in the last six months, by demographics, November 2010
                                                                                                                                                                                                                        • Appendix – Consumer – Choice Factors

                                                                                                                                                                                                                            • Figure 72: Important factors when choosing crisps or salty snacks, November 2010
                                                                                                                                                                                                                            • Figure 73: Most popular factors when choosing crisps or salty snacks, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 74: Next most popular factors when choosing crisps or salty snacks, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 75: Other factors when choosing crisps or salty snacks, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 76: Important factors when choosing crisps or salty snacks by types of crisps and salty snacks eaten in the last six months, November 2010
                                                                                                                                                                                                                            • Figure 77: Important factors when choosing crisps or salty snacks, by crisps and salty snacks eaten in the last six months, by type, November 2010 (continued)
                                                                                                                                                                                                                            • Figure 78: Important factors when choosing crisps or salty snacks by types of crisps and salty snacks eaten in the last six months, by type, November 2010 (continued)
                                                                                                                                                                                                                        • Appendix – Consumer – Attitudes Towards Crisps and Salty Snacks

                                                                                                                                                                                                                            • Figure 79: Attitudes towards eating crisps and salty snacks, November 2010
                                                                                                                                                                                                                            • Figure 80: Agreement with “I don’t care about calories in crisps/salty snacks as I don’t eat them very often” and “I’d rather cut back on the amount of crisps/salty snacks I eat than buy healthy crisps/salty snacks”, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 81: Agreement with “I always try and buy healthy crisps/salty snacks when available” and “I don’t care about calories in crisps/salty snacks because they are a treat”, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 82: Agreement with “Standard crisps/salty snacks taste better than healthy ones”, and “There is no difference in taste between standard and premium crisps/salty snacks” by demographics, November 2010
                                                                                                                                                                                                                            • Figure 83: Agreement with “I’m more worried about artificial additives than fat/calories” and “I am prepared to pay more for crisps/salty snacks made from premium ingredients”, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 84: Agreement with “I only buy premium crisps/salty snacks when they are on offer” and “I prefer the taste of branded crisps/salty snacks to own-label ones”, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 85: Agreement with “It’s not worth paying more for branded crisps/salty snacks”, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 86: Attitudes towards eating crisps and salty snacks by most popular crisps and salty snacks eaten in the last six months, by type, November 2010
                                                                                                                                                                                                                            • Figure 87: Attitudes towards eating crisps and salty snacks by next most popular crisps and salty snacks eaten in the last six months, by type, November 2010
                                                                                                                                                                                                                            • Figure 88: Attitudes to eating crisps and salty snacks by other crisps and salty snacks eaten in the last six months, by type, November 2010
                                                                                                                                                                                                                        • Appendix – Consumer – Target Groups

                                                                                                                                                                                                                            • Figure 89: Attitudes towards eating crisps and salty snacks, by target groups, November 2010
                                                                                                                                                                                                                            • Figure 90: Target groups, by demographics, November 2010
                                                                                                                                                                                                                            • Figure 91: Statements on eating habits, by target groups, November 2010
                                                                                                                                                                                                                            • Figure 92: Types of crisps and salty snacks eaten in the last six months, by target groups, November 2010
                                                                                                                                                                                                                            • Figure 93: Important factors when choosing crisps or salty snacks, by target groups, November 2010

                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                        • Bank of England
                                                                                                                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                        • Denhay Farms
                                                                                                                                                                                                                        • Diamond Foods, Inc.
                                                                                                                                                                                                                        • Fédération Internationale de Football Association
                                                                                                                                                                                                                        • Food Standards Agency
                                                                                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                                                                        • Kantar Media
                                                                                                                                                                                                                        • Kettle Foods Ltd
                                                                                                                                                                                                                        • Office for National Statistics
                                                                                                                                                                                                                        • Pepsi-Cola UK
                                                                                                                                                                                                                        • Procter & Gamble UK & Ireland
                                                                                                                                                                                                                        • Red Mill Snack Foods Ltd
                                                                                                                                                                                                                        • School Food Trust
                                                                                                                                                                                                                        • Starbucks Coffee Company UK Ltd
                                                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                                                        • Tyrrells
                                                                                                                                                                                                                        • Waitrose Ltd
                                                                                                                                                                                                                        • Wm Morrison Supermarkets

                                                                                                                                                                                                                        Crisps and Salty Snacks - UK - January 2011

                                                                                                                                                                                                                        £1,750.00 (Excl.Tax)