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Crisps and Snacks - UK - January 2009

The last Mintel report on crisps and snacks pointed to steady growth in the market based on a shift in consumption from children to adults. Growth in the market has exceeded these earlier expectations, despite continued pressure to reduce snacking behaviour among both children and adults in a drive towards healthy eating.

This report considers whether the onset of recessionary economic conditions in the UK means that the strategy that has been so successful over the last two years will continue to deliver growth in the future and what other opportunities are available to the category.

Key report themes:

  • Is the growth in the market for premium crisps sustainable in the future?

  • Will the onset of economic recession cause a shift in the structure of the market for crisps and related snacks?

  • Is the decline in children’s consumption of crisps and savoury snacks coming to an end and can this market be recovered?

  • Which consumer groups offer opportunities for future sales for the category?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Extending healthy choices
              • Trends in portion control
                • Insights
                  • Better market segmentation
                    • Trend: Girls think pink
                      • Insights
                        • Maintaining core users
                        • Market in Brief

                          • Market recovering
                            • The shift to adult consumption
                              • Promotions and NPD decline
                                • Maintaining frequent users
                                  • Attracting infrequent users
                                    • The future
                                    • Internal Market Environment

                                      • Key points
                                        • Obesity increasing
                                          • Figure 1: Incidence of being obese among men and women, by age group, 1994 and 2003
                                          • Figure 2: Current and projected levels of obesity among UK children, by age and gender, 2003 and 2010
                                        • Healthy lifestyles lead
                                          • Figure 3: Trends for agreement with food/health lifestyle statements, 2003-07
                                        • Not just interested in health, but provenance as well
                                          • Numerous measures taken to make crisps and snacks healthier
                                            • But lifestyles are busy
                                              • Figure 4: Trends for agreement with food/health lifestyle statements, 2003-07
                                            • Consumers like the idea of buying ethical foods
                                              • Figure 5: Agreement with selected lifestyle statements relating to ethical purchasing, 2003-07
                                          • Broader Market Environment

                                            • Key points
                                              • Higher personal disposable income
                                                • Figure 6: Annual percentage change in personal disposable income, at current prices, 2003-13
                                              • Small households continue to rise
                                                • Figure 7: UK household sizes, 2003-13
                                              • Changes in age and socio-economic structure positive for crisps
                                                • Figure 8: Trends and projections in UK population, by age, 2003-13
                                                • Figure 9: Percentage changes in population, by socio-economic group, 2003-08 and 2008-13
                                            • Competitive Context

                                              • Key points
                                                • Crisps at the start of the recovery
                                                  • Figure 10: UK retail value sales of selected snack foods, 2003-08
                                                • Crisps and savoury snacks fare worse than other snacks
                                                  • Figure 11: Consumption of different types of snacks, 2003-07
                                                • Fewer children eat crisps
                                                  • Figure 12: Trends for snacks/nibbles eaten by 7-10-year-olds, 2006 and 2008
                                              • Strengths and Weaknesses in the Market

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • More room for own-label?
                                                        • Figure 13: NPD activity in the savoury/salty snacks market, own-label vs branded, 2006-08
                                                        • Figure 14: NPD launches in savoury/salty snacks, by manufacturer, 2008
                                                      • Natural crisps and snacks
                                                        • Figure 15: New product Launches in the savoury/salty snacks market, percentage featuring a natural positioning, 2006-08
                                                      • Health claims
                                                        • Figure 16: New product launches in savoury/salty snacks, percentage with a health claim, 2006-08
                                                      • Premium
                                                        • Figure 17: New product launches in savoury/salty snacks, percentage featuring a premium or limited edition claim, 2006-08
                                                      • Flavours
                                                        • Figure 18: Main flavours launched in the savoury/salty snacks market, 2006-08
                                                      • International NPD trends
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Market growth resumes
                                                            • Figure 19: UK retail value sales of crisps and snacks, 2003-13
                                                          • The future of the market
                                                            • Factors used in the forecast
                                                            • Segment Performance

                                                              • Key points
                                                                • Healthy leads the way
                                                                  • Figure 20: UK retail value sales of crisps and snacks, by type, 2006-08
                                                                • Sales of crisps boosted by premium lines
                                                                  • Figure 21: UK retail sales of crisps, by value, 2003-13
                                                                • Other flavours of crisps make progress
                                                                  • Figure 22: UK retail value sales of standard/regular crisps, by flavour, 2006-08
                                                                • Snacks not as buoyant
                                                                  • Figure 23: UK retail sales of snacks, by value, 2003-13
                                                                • Children sector in decline
                                                                  • Figure 24: UK retail sales of savoury snacks, by type, 2006-08
                                                              • Market Share

                                                                • Key points
                                                                  • Three companies dominate
                                                                    • Figure 25: Manufacturers’ value shares in crisps and snacks, 2006-08
                                                                    • Figure 26: Brand shares in take-home crisps*, 2008
                                                                • Companies and Products

                                                                  • Key points
                                                                    • Manufacturers and brands
                                                                      • Figure 27: Brand map, crisps and snacks, 2008*
                                                                    • Major players
                                                                      • Walkers Snack Foods
                                                                        • United Biscuits (UK)
                                                                          • Procter & Gamble
                                                                            • Tayto/Golden Wonder
                                                                              • Premium specialists
                                                                                • Kettle Chips
                                                                                  • Tyrrells
                                                                                    • Burts Potato Chips
                                                                                      • Other suppliers
                                                                                      • Brand Elements

                                                                                          • Brand map
                                                                                            • Figure 28: Attitudes and usage of crisp brands, January 2009
                                                                                          • Walkers
                                                                                            • What the brand is trying to achieve
                                                                                              • What the consumer thinks
                                                                                                • Figure 29: Attitudes towards the Walkers brand, January 2009
                                                                                              • Hula Hoops
                                                                                                • What the brand is trying to achieve
                                                                                                  • What the consumer thinks
                                                                                                    • Figure 30: Attitudes towards the Hula Hoops brand, January 2009
                                                                                                  • Pringles
                                                                                                    • What the brand is trying to achieve
                                                                                                      • What the consumer thinks
                                                                                                        • Figure 31: Attitudes towards the Pringles brand, January 2009
                                                                                                      • Golden Wonder
                                                                                                        • What the brand is trying to achieve
                                                                                                          • What the consumer thinks
                                                                                                            • Figure 32: Attitudes towards the Golden Wonder brand, January 2009
                                                                                                          • Brand qualities of crisp brands
                                                                                                            • Pringles most addictive, but Walkers offers comfort
                                                                                                              • Figure 33: Personalities of various crisp brands, January 2009
                                                                                                            • Experience of crisp brands
                                                                                                              • Walkers for the everyday, Pringles best for occasions
                                                                                                                • Figure 34: Consumer usage of various crisp brands, January 2009
                                                                                                              • Brand intentions for crisp brands
                                                                                                                • Retention strong for crisps, but Doritos most off-putting
                                                                                                                  • Figure 35: Consideration of various crisp brands, January 2009
                                                                                                                • Brand momentum for crisp brands
                                                                                                                  • Walkers and Pringles gaining ground, but a Golden Wonder blunder?
                                                                                                                    • Figure 36: Momentum of various crisp brands, January 2009
                                                                                                                  • Brand satisfaction for crisp brands
                                                                                                                    • Walkers most excellent, McCoy’s holding its own
                                                                                                                      • Figure 37: Satisfaction with various crisp brands, January 2009
                                                                                                                    • Brand commitment to crisp brands
                                                                                                                      • Walkers has highest preference, Kettle Chips most worth paying more for
                                                                                                                        • Figure 38: Commitment to various crisp brands, January 2009
                                                                                                                      • Round up
                                                                                                                      • Brand Communication and Promotion

                                                                                                                        • Key points
                                                                                                                          • Advertising spend falls
                                                                                                                            • Figure 39: Main monitored media advertising expenditure on potato crisps and snacks, 2004-08
                                                                                                                            • Figure 40: Main monitored media advertising expenditure on potato crisps and snacks, by medium, 2006-08
                                                                                                                          • Two advertisers dominate adspend
                                                                                                                            • Figure 41: Main monitored media advertising expenditure on potato crisps and snacks, by company, 2006-08
                                                                                                                            • Figure 42: Main monitored media advertising expenditure on potato crisps and snacks, by company, January-September 2008
                                                                                                                          • Walkers promotes health credentials
                                                                                                                            • Procter & Gamble broadens appeal
                                                                                                                              • McCoy’s reinforces its male target group
                                                                                                                              • Channels to Market

                                                                                                                                • Key points
                                                                                                                                  • Multiple retailers dominate distribution
                                                                                                                                    • Figure 43: UK retail value sales of crisps and snacks, by outlet type, 2006-08
                                                                                                                                • The Consumer – Usage

                                                                                                                                  • Key points
                                                                                                                                    • Fewer and lighter users
                                                                                                                                      • Figure 44: Frequency of eating potato crisps and potato snacks in the last 12 months, 2003-07
                                                                                                                                    • Crisps for the young
                                                                                                                                      • Figure 45: Consumption of crisps and potato snacks during the last 12 months based on volume importance index, by demographic sub-group, 2008
                                                                                                                                    • Premium crisps for less frequent consumption
                                                                                                                                      • Figure 46: Consumption of crisps and snacks once a week or less in the last 12 months, by demographic sub-group, 2008
                                                                                                                                    • Consumers buy a range of crisps
                                                                                                                                        • Figure 47: Consumption of crisps during the last six months, by type, November 2008
                                                                                                                                      • ABC1s like tortilla crisps
                                                                                                                                        • Figure 48: Consumption of different types of crisps in the last six months, by socio-economic group, November 2008
                                                                                                                                      • Multipacks for families
                                                                                                                                          • Figure 49: Trends for consumption of crisps/savoury snacks amongst 11-14s, 2004-08
                                                                                                                                          • Figure 50: Location of crisp consumption, by age of children, 2004 and 2008
                                                                                                                                      • The Consumer – Occasions and Attitudes

                                                                                                                                        • Key points
                                                                                                                                          • At home the main location
                                                                                                                                              • Figure 51: Occasions for eating crisps, November 2008
                                                                                                                                              • Figure 52: Consumption of crisps when in front of the television, by demographic sub-group, November 2008
                                                                                                                                            • Party time for the young
                                                                                                                                              • Figure 53: Using crisps when entertaining a home or at a party, by demographic sub-group, November 2008
                                                                                                                                            • An ideal meal deal
                                                                                                                                              • Figure 54: Eating crisps for lunch, by gender, age and socio-economic group, November 2008
                                                                                                                                            • ‘Man crisps’
                                                                                                                                              • Wide range of attitudes towards crisps
                                                                                                                                                  • Figure 55: Attitudes towards crisps, November 2008
                                                                                                                                                • Quality leads
                                                                                                                                                  • Figure 56: Consumers who prefer better-quality crisps, by gender, age and socio-economic group, November 2008
                                                                                                                                                • Health remains an issue
                                                                                                                                                  • Figure 57: Consumers who think that crisps are unhealthy, by age and socio-economic group, November 2008
                                                                                                                                                • Healthier crisps appeal to older consumers
                                                                                                                                                  • Figure 58: Consumers who tend to eat healthier types of crisps, by age and socio-economic group, November 2008
                                                                                                                                                • Production methods also important
                                                                                                                                                  • Figure 59: Concern with manufacture and origin of crisps, by gender, age and socio-economic group, November 2008
                                                                                                                                              • The Consumer – Further Analysis

                                                                                                                                                • Key points
                                                                                                                                                  • A prime NPD market
                                                                                                                                                    • Figure 60: Crisps repertoire, November 2008
                                                                                                                                                  • Target groups
                                                                                                                                                      • Figure 61: Attitudinal groups in the crisp market, November 2008
                                                                                                                                                      • Figure 62: Attitudes towards crisps, by target groups, November 2008
                                                                                                                                                    • Adventurers (14%)
                                                                                                                                                      • Crisp Connoisseurs (31%)
                                                                                                                                                        • Health Sensitive (13%)
                                                                                                                                                          • Disengaged (42%)
                                                                                                                                                          • Appendix

                                                                                                                                                            • Advertising data
                                                                                                                                                            • Appendix – The Consumer – Usage: Detailed Demographics

                                                                                                                                                                • Figure 63: Consumption of of potato crisps and potato snacks, by demographic sub-group, 2007
                                                                                                                                                                • Figure 64: Consumption of crisps for last six months, by demographic sub-group, November 2008
                                                                                                                                                                • Figure 65: Consumption of crisps for last six months, by demographic sub-group, November 2008 (continued)
                                                                                                                                                                • Figure 66: Trends for consumption of crisps/savoury snacks amongst 11-14s, 2004-08
                                                                                                                                                                • Figure 67: Trends for crisp consumption and frequency of crisp packets eaten by 7-10s, 2004-08
                                                                                                                                                            • Appendix – The Consumer – Occasions and Attitudes: Detailed Demographics

                                                                                                                                                                • Figure 68: Crisps eating occasions, by demographic sub-group, November 2008
                                                                                                                                                                • Figure 69: Crisps eating occasions, by demographic sub-group, November 2008 (continued)
                                                                                                                                                                • Figure 70: Attitudes towards crisps, by demographic sub-group, November 2008
                                                                                                                                                                • Figure 71: Attitudes towards crisps, by demographic sub-group, November 2008 (continued)
                                                                                                                                                                • Figure 72: Attitudes towards crisps, by demographic sub-group, November 2008 (continued)
                                                                                                                                                            • Appendix – The Consumer – Further Analysis: Detailed Demographics

                                                                                                                                                                • Figure 73: The number of different types of crisps consumed in the past six months, November 2008
                                                                                                                                                                • Figure 74: Number of crisp types consumed by which type, November 2008
                                                                                                                                                                • Figure 75: How many different types of crisps are consumed, by demographic sub-group, November 2008
                                                                                                                                                                • Figure 76: Attitudinal groups, by demogrpahic sub-group, November 2008
                                                                                                                                                                • Figure 77: Attitudes towards crisps, by target group, November 2008
                                                                                                                                                                • Figure 78: Types of crisps consumed, by target groups, November 2008
                                                                                                                                                                • Figure 79: Types of crisps consumed, by target groups, November 2008
                                                                                                                                                                • Figure 80: The number of different types of crisps consumed in the past six months, by target groups, November 2008
                                                                                                                                                                • Figure 81: Crisps eating occasions, by target groups, November 2008

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Alliance Boots
                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                                            • Carbon Trust
                                                                                                                                                            • Co-operative Group
                                                                                                                                                            • Department of Health
                                                                                                                                                            • Duchy Originals
                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                            • Intersnack UK
                                                                                                                                                            • J. Sainsbury
                                                                                                                                                            • Kettle Foods Ltd
                                                                                                                                                            • Kolak Snack Foods Ltd
                                                                                                                                                            • Lidl (UK)
                                                                                                                                                            • Marks & Spencer
                                                                                                                                                            • Ofcom
                                                                                                                                                            • Office for National Statistics
                                                                                                                                                            • Outdoor Advertising Association of Great Britain
                                                                                                                                                            • Procter & Gamble UK & Ireland
                                                                                                                                                            • Red Mill Snack Foods Ltd
                                                                                                                                                            • Ryvita Company Ltd (The)
                                                                                                                                                            • Seabrook
                                                                                                                                                            • Snack Alliance Inc
                                                                                                                                                            • Somerfield
                                                                                                                                                            • Tesco Plc
                                                                                                                                                            • Tyrrells
                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                            • Unilever Plc
                                                                                                                                                            • United Biscuits
                                                                                                                                                            • Waitrose
                                                                                                                                                            • Walkers Snack Foods Limited
                                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                                            • Yeo Valley Farms (Production) Ltd

                                                                                                                                                            Crisps and Snacks - UK - January 2009

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