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Crisps, Nuts and Corn Snacks - Ireland - January 2014

“With links between diet and health becoming increasingly prominent, Irish crisp and snack brands should look to engage in NPD to produce a range of ‘better for you’ snacks, particularly using non-potato sources such as grains and production methods such as baked and high temperature and pressure (popped chips). Experimenting with flavour and clearly communicating health credentials on packaging and advertising material is likely to appeal to the health-conscious, diet and children’s markets.”

– Sophie Dorbie, Research Analyst

Some questions answered in this report include:

  • What types of crisps/snacks are Irish consumers choosing to snack on?
  • Do Irish consumers value provenance when choosing crisps?
  • What opportunities are there for crisp and snack brands to engage in flavour innovation for the Irish market?
  • Are consumers being driven by health or indulgence when choosing savoury snacks?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definition
          • Consumer research
            • Data sources
              • Abbreviations
              • Executive Summary

                  • The market
                    • Figure 1: Segmentation of the crisps, nuts and corn snacks market, IoI, 2013
                  • Forecast
                    • Figure 2: Index value growth in crisps, nuts and corn snacks market, NI and RoI, 2009-19
                  • Market factors
                    • Obesity epidemic
                      • RoI consumers valuing locally produced crisps
                        • Companies, brands and innovations
                          • The consumer
                            • NI and RoI consumers favouring standard potato crisps
                              • Figure 3: Types of crisps, nuts and salty snacks eaten in the last three months, NI and RoI, January 2014
                            • Irish consumers seeking natural crisp ingredients
                              • Figure 4: Qualities consumers look for when buying potato and non-potato crisps, by demographics, NI and RoI, January 2014
                            • Two thirds of NI consumers think baked crisps are healthier than fried
                              • Figure 5: Attitudes towards crisps, nuts and corn snacks, NI, January 2014
                            • Ready-to-eat popcorn seen as over-priced
                              • Figure 6: Attitudes towards crisps, nuts and corn snacks, RoI, January 2013
                            • What we think
                            • Issues in the Market

                              • What types of crisps/snacks are Irish consumers choosing to snack on?
                                • Do Irish consumers value provenance when choosing crisps?
                                  • What opportunities are there for crisp and snack brands to engage in flavour innovation for the Irish market?
                                    • Are consumers being driven by health or indulgence when choosing savoury snacks?
                                    • Trend Application

                                        • Extend My Brand
                                          • Help Me Help Myself
                                            • Mintel futures: Human
                                            • Market Overview

                                              • Key points
                                                • Ireland in the grip of an obesity epidemic
                                                  • Figure 7: Percentage of population aged 15+ considered overweight or obese, top 10 countries globally, 2012
                                                • Irish parents succumbing to pester power
                                                  • Figure 8: Agreement with children having an influence when buying food, NI and RoI, September 2012
                                                • Parents want snack foods removed from checkouts
                                                  • Rising raw material prices in crisps, nuts and corn snacks market
                                                    • Figure 9: Crisp price inflation, RoI, 2008-13
                                                    • Figure 10: Maize (corn) prices, 2009 – 2013
                                                  • Own brands investing in NPD to increase share of the market
                                                    • Figure 11: Crisp, nuts and corn snack launches, UK and Ireland, 2009-13
                                                  • Standard and value own-brand most used
                                                    • Figure 12: Types of own-label food bought in the last 12 months, NI and RoI, February 2012
                                                • Competitive Context

                                                  • Key points
                                                    • Growth in chocolate confectionery market expected to outpace savoury snacks
                                                      • Figure 13: Index growth in crisps, nuts and corn snacks market vs chocolate confectionery, IoI, 2009-18
                                                    • Healthier chocolate confectionery gains presence
                                                      • Fruit bars contributing to 5 a day
                                                        • Figure 14: New product development in snacks/cereal/energy bars, by products containing fruit and fruit products, UK and Ireland, 2009-13
                                                      • Rice snacks focusing on ethnic recipe origin
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Growth in all-Ireland market expected to slow in 2014
                                                            • Figure 15: Estimated total value of the crisps, nuts* and corn snacks** market, NI and RoI, 2009-19
                                                          • Growth in NI market forecast to outpace RoI market
                                                            • Figure 16: Index value growth in crisps, nuts and corn snacks market, NI and RoI, 2009-19
                                                          • Corn and salty snacks holding greatest share of the market…
                                                            • Figure 17: Segmentation of the crisps, nuts and corn snacks market, IoI, 2013
                                                          • … but corn snack market expected to decline in value
                                                            • Figure 18: Retail value of corn /other snacks* market by IoI, RoI and NI, 2009-19
                                                          • Potato crisps forecast strongest growth in snack sector
                                                            • Figure 19: Retail value of potato crisp market by IoI, RoI and NI, 2009-19
                                                          • Sales of nuts expected to remain flat
                                                            • Figure 20: Retail value of nuts* market by IoI, RoI and NI, 2009-19
                                                        • Strengths and Weaknesses

                                                          • Strengths
                                                            • Weaknesses
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Own-brand using hand-cooked to target the premium market
                                                                  • Figure 21: Savoury snacks launched carrying the claim ‘hand-cooked’, UK and Ireland, 2009 -13
                                                                • Popped chips capitalising on health credentials
                                                                  • Sweet and savoury
                                                                    • Figure 22: Limited edition savoury snack launches, UK and Ireland, 2009-13
                                                                  • Taste of the East comes to savoury snack market
                                                                    • Brands using texture and flavour to appeal to young males
                                                                      • Brands extending into crisp and snacks market
                                                                      • Companies and Products

                                                                          • Intersnack
                                                                            • Kellogg’s
                                                                              • Keogh’s Hand Cooked Crisps
                                                                                • Kestrel Foods
                                                                                  • Kettle Foods
                                                                                    • Largo Foods
                                                                                      • O’Donnells Crisps
                                                                                        • PepsiCo
                                                                                          • Tayto Group (NI)
                                                                                            • Tyrrells
                                                                                            • The Consumer – Usage of Crisps, Nuts and Corn Snacks

                                                                                              • Key points
                                                                                                • Standard potato crisps most popular with Irish consumers
                                                                                                  • Figure 23: Types of crisps, nuts and salty snacks eaten in the last three months, NI and RoI, January 2014
                                                                                                • Tortilla chips appealing to under-25s
                                                                                                  • Figure 24: Tortilla chips (eg Doritos) eaten in the last three months, NI and RoI, January 2014
                                                                                                • Pan-fried/hand-cooked appealing to premium market
                                                                                                  • Figure 25: Pan-fried/hand-cooked crisps (eg Kettle Chips, Tyrrells) eaten in the last three months, NI and RoI, January 2014
                                                                                                • Wholegrain snacks appeal to parents of primary school age kids
                                                                                                  • Figure 26: Healthy wholegrain crisps/snacks (eg SunBites) eaten in the last three months, by presence of children in household, NI and RoI, January 2014
                                                                                                • Crisp-style and corn snacks targeting the children’s market
                                                                                                  • Figure 27: Other types of crisp-style snacks (eg Pringles, Wotsits, Monster Munch, Hula Hoops) eaten in the last three months, by gender and age, NI and RoI, January 2014
                                                                                                • Four in 10 RoI consumers eating microwave popcorn
                                                                                                  • Figure 28: Types of popcorn (microwave and ready-to-eat) eaten in the last three months, by NI and RoI, January 2014
                                                                                              • The Consumer – Consumer Preferences for Crisps

                                                                                                • Key points
                                                                                                  • Irish consumers consider natural ingredients most important quality when buying crisps
                                                                                                    • Figure 29: Qualities consumers look for when buying potato and non-potato crisps, by demographics, NI and RoI, January 2014
                                                                                                  • Natural ingredients appeal to affluent consumers
                                                                                                    • Figure 30: Consumers that consider 'Made from natural ingredients' important when buying potato and non-potato crisps, by social class, NI and RoI, January 2014
                                                                                                  • Reduced fat important to RoI women
                                                                                                    • Figure 31: Consumers that consider reduced fat and low-salt important when buying potato and non-potato crisps, by gender and age, NI and RoI, January 2014
                                                                                                  • Younger NI consumers most likely to consider baked an important factor
                                                                                                    • Figure 32: Consumers that consider baked an important factor when buying potato and non-potato crisps, by gender and age, NI and RoI, January 2014
                                                                                                • The Consumer – Attitudes towards Crisps, Nuts and Corn Snacks

                                                                                                  • Key points
                                                                                                    • Baked crisps benefitting from healthy status
                                                                                                      • Figure 33: Attitudes towards crisps, nuts and corn snacks, NI, January 2014
                                                                                                    • RoI consumers favouring unflavoured nuts as a healthy snack for children
                                                                                                      • Figure 34: Attitudes towards crisps, nuts and corn snacks, RoI, January 2014
                                                                                                    • Women identifying health benefits of baked crisps
                                                                                                      • Figure 35: Agreement with the statement ‘baked potato crisps are better for you than fried’ by gender, NI and RoI, January 2014
                                                                                                    • Ready-to-eat popcorn considered to be over-priced
                                                                                                      • Figure 36: Agreement with the statement ‘Ready-to-eat popcorn is overpriced’, by social class, NI and RoI, January 2014
                                                                                                    • ABC1 consumers eating nuts as a source of protein
                                                                                                      • Figure 37: Agreement with the statement ‘I eat nuts as a source of protein’, by age and social class, NI and RoI, January 2014
                                                                                                    • Low calorie crisps perceived to be lacking in flavour by men
                                                                                                      • Figure 38: Agreement with the statement ‘Low calorie crisps tend to be lacking in flavour’, by gender, NI and RoI, January 2014
                                                                                                    • Scope in the market for healthy crisp variants
                                                                                                      • Figure 39: Agreement with the statement ‘I would be interested in buying crisps not based on potatoes or grains (eg lentil or chickpea based crisps)’ by gender and social class, NI and RoI, January 2014
                                                                                                  • Appendix

                                                                                                    • NI Toluna data tables
                                                                                                      • Figure 40: Types of crisps, nuts and salty snacks eaten in the last three months, by demographics, NI, January 2014
                                                                                                      • Figure 41: Types of crisps, nuts and salty snacks eaten in the last three months, by demographics, NI, January 2014 (continued)
                                                                                                      • Figure 42: Types of crisps, nuts and salty snacks eaten in the last three months, by demographics, NI, January 2014 (continued)
                                                                                                      • Figure 43: Qualities consumers look for when buying potato and non-potato crisps, by demographics, NI, January 2014
                                                                                                      • Figure 44: Qualities consumers look for when buying potato and non-potato crisps, by demographics, NI, January 2014 (continued)
                                                                                                      • Figure 45: Qualities consumers look for when buying potato and non-potato crisps, by demographics, NI, January 2014 (continued)
                                                                                                      • Figure 46: Qualities consumers look for when buying potato and non-potato crisps, by demographics, NI, January 2014 (continued)
                                                                                                      • Figure 47: Agreement with the statement ‘Baked potato crisps are better for you than fried’, by demographics, NI, January 2014
                                                                                                      • Figure 48: Agreement with the statement ‘Some crisps tend to break too easily in dips’, by demographics, NI, January 2014
                                                                                                      • Figure 49: Agreement with the statement ‘Unflavoured nuts are a healthier snack for kids than crisps’, by demographics, NI, January 2014
                                                                                                      • Figure 50: Agreement with the statement ‘Ready-to-eat popcorn is over-priced’, by demographics, NI, January 2014
                                                                                                      • Figure 51: Agreement with the statement ‘I eat nuts as a source of protein’, by demographics, NI, January 2014
                                                                                                      • Figure 52: Agreement with the statement ‘Low-calorie crisps tend to lack flavour’, by demographics, NI, January 2014
                                                                                                      • Figure 53: Agreement with the statement ‘Grain-based types of crisps (eg corn, wheat) are better for you than potato crisps’, by demographics, NI, January 2014
                                                                                                      • Figure 54: Agreement with the statement ‘I would be interested in buying non-potatoes or grains based crisps (eg lentil or chickpea based crisps)’, by demographics, NI, January 2014
                                                                                                      • Figure 55: Agreement with the statement ‘The nutritional information of crisps doesn't matter to me’, by demographics, NI, January 2014
                                                                                                      • Figure 56: Agreement with the statement ‘I'd like to be able to control the amount of flavouring in crisps (eg flavour sachets)’, by demographics, NI, January 2014
                                                                                                      • Figure 57: Agreement with the statement ‘I’d be keen to try crisp flavours inspired by high street restaurant menus (eg McDonalds, KFC)’, by demographics, NI, January 2014
                                                                                                      • Figure 58: Agreement with the statement ‘Popcorn is more for women than men’, by demographics, NI, January 2014
                                                                                                    • RoI Toluna data tables
                                                                                                      • Figure 59: Types of crisps, nuts and salty snacks eaten in the last three months, by demographics, RoI, January 2014
                                                                                                      • Figure 60: Types of crisps, nuts and salty snacks eaten in the last three months, by demographics, RoI, January 2014 (continued)
                                                                                                      • Figure 61: Types of crisps, nuts and salty snacks eaten in the last three months, by demographics, RoI, January 2014 (continued)
                                                                                                      • Figure 62: Qualities consumers look for when buying potato and non-potato crisps, by demographics, RoI, January 2014
                                                                                                      • Figure 63: Qualities consumers look for when buying potato and non-potato crisps, by demographics, RoI, January 2014 (continued)
                                                                                                      • Figure 64: Qualities consumers look for when buying potato and non-potato crisps, by demographics, RoI, January 2014 (continued)
                                                                                                      • Figure 65: Qualities consumers look for when buying potato and non-potato crisps, by demographics, RoI, January 2014 (continued)
                                                                                                      • Figure 66: Agreement with the statement ‘Baked potato crisps are better for you than fried’, by demographics, RoI, January 2014
                                                                                                      • Figure 67: Agreement with the statement ‘Unflavoured nuts are a healthier snack for kids than crisps’, by demographics, RoI, January 2014
                                                                                                      • Figure 68: Agreement with the statement ‘Ready-to-eat popcorn is over-priced’, by demographics, RoI, January 2014
                                                                                                      • Figure 69: Agreement with the statement ‘Some crisps tend to break too easily in dips’, by demographics, RoI, January 2014
                                                                                                      • Figure 70: Agreement with the statement ‘I eat nuts as a source of protein’, by demographics, RoI, January 2014
                                                                                                      • Figure 71: Agreement with the statement ‘Low-calorie crisps tend to lack flavour’, by demographics, RoI, January 2014
                                                                                                      • Figure 72: Agreement with the statement ‘I would be interested in buying non-potatoes or grains based crisps (eg lentil or chickpea based crisps)’, by demographics, RoI, January 2014
                                                                                                      • Figure 73: Agreement with the statement ‘Grain-based types of crisps (eg corn, wheat) are better for you than potato crisps’, by demographics, RoI, January 2014
                                                                                                      • Figure 74: Agreement with the statement ‘I'd like to be able to control the amount of flavouring in crisps (eg flavour sachets)’, by demographics, RoI, January 2014
                                                                                                      • Figure 75: Agreement with the statement ‘The nutritional information of crisps doesn't matter to me’, by demographics, RoI, January 2014
                                                                                                      • Figure 76: Agreement with the statement ‘I’d be keen to try crisp flavours inspired by high street restaurant menus (eg McDonalds, KFC)’, by demographics, RoI, January 2014
                                                                                                      • Figure 77: Agreement with the statement ‘Popcorn is more for women than men’, by demographics, RoI, January 2014

                                                                                                  Crisps, Nuts and Corn Snacks - Ireland - January 2014

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