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Crisps, Salty Snacks and Nuts - UK - January 2014

“Tesco’s high-tech Watford store, which opened in August 2013, is relatively unusual in that it features a fridge of chilled dips in the crisp aisle. It is something which other stores may be tempted to replicate considering the large minority (44%) of crisp users note that more supermarkets should offer chilled dips situated within the crisps aisle.”

– Alex Beckett, Senior Food Analyst

Some questions answered in this report include:

  • How can crisps, salty snacks and nuts capitalise on consumer interest in protein?
  • How important is British provenance to crisps and crisp-style snack producers?
  • What opportunities are there for crisp brands in the dips market?
  • Where can crisp manufacturers go next with flavour NPD?

Total value sales in the crisps and salty snacks market (excluding nuts) increased by 4.4% between 2012 and 2013. Price increases, such as those caused by the poor potato harvest, have fuelled this growth with volumes climbing just 0.6% over the period.

In the nuts market, value sales increased by 4.1% which marks a slowdown on the 7.7% growth of 2012. Volume growth remained the same in 2013 as 2012 at around 2%, suggesting prices have eased, which correlates with the bumper US peanut crop of late 2012.

This report reveals that the large minority of crisp users are prepared to pay more for crisps featuring British ingredients, and highlights interest in trying sweet flavours and also variants inspired by high street restaurant chains, such as McDonald’s.

Highlighting an NPD opportunity to potentially appeal to consumers who are looking for new, nutritious crisp and crisp-style snacks, nearly one in five users claim they’d be interested in buying non-potato or grain-based crisps, such as those made from chick peas and lentils.

This report examines the UK retail market for crisps, nuts and other salty snacks. Mintel’s definition includes products sold through the grocery retail channel.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Crisps and salty snacks
              • Figure 1: Total UK retail value sales of crisps and salty snacks, 2008-18
            • Segment performance
              • Figure 2: UK retail value sales of crisps/salty snacks and nuts, by sub-category, 2012 and 2013
            • Market factors
              • Potato prices soar
                • Obesity rates are forecast to continue rising
                  • Forecast growth in over-55s poses a challenge for crisps
                    • Companies, brands and innovation
                      • NPD activity in potato snacks declines
                        • Figure 3: Share of new product launches within the UK salty bagged snacks*, nuts, popcorn and meat snacks market, by product category, 2010-13
                      • Baked NPD reaches record high
                        • Walkers’ core range suffers a 6% volume decline
                          • Deep Ridged enjoys spectacular growth
                            • Adspend on crisps continues to rise
                              • The consumer
                                • Under-35s are relatively low users of core potato crisps
                                  • Figure 4: Usage of types of crisps and crisp-style snacks, by age, October 2013
                                • Women are significantly more likely than men to eat dips with crisps
                                  • The perfect crisp should have a crunchy texture before anything else
                                    • Figure 5: Qualities associated with a perfect crisp, October 2013
                                  • Baked resonates as a health term
                                    • Figure 6: Attitudes towards crisps and non-potato crisps, October 2013
                                  • Two fifths of users eat nuts as a source of protein
                                    • Figure 7: Attitudes towards nuts, popcorn and other salty snacks (excl. crisps and non-potato crisps), October 2013
                                  • What we think
                                  • Issues in the Market

                                      • How can crisps, salty snacks and nuts capitalise on consumer interest in protein?
                                        • How important is British provenance to crisps and crisp-style snack producers?
                                          • What opportunities are there for crisp brands in the dips market?
                                            • Where can crisp manufacturers go next with flavour NPD?
                                            • Trend Application

                                                • Trend: Sense of the Intense
                                                  • Trend: Extend My Brand
                                                    • Mintel futures trend: East Meets West
                                                    • Market Drivers

                                                      • Key points
                                                        • Potato prices soar in 2013 following poor harvests
                                                          • Obesity rates are forecast to continue rising
                                                            • Figure 8: Finished Admission Episodes with a primary diagnosis of obesity in England, by gender, 2000/01-2011/12
                                                          • Forecast growth in over-55s poses a challenge for crisps
                                                            • Figure 9: Trends in the age structure of the UK population, 2013-18
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • NPD activity in potato snacks declines
                                                              • Figure 10: Share of new product launches within the UK salty bagged snacks*, nuts, popcorn and meat snacks market, by product category, 2010-13
                                                            • New ‘baked’ variants and low/no/reduced fat/calorie lines soar in 2013
                                                              • Figure 11: Share of launches bearing a baked claim of all new crisp/salty snack* products, 2009-13
                                                            • Health claims come to the fore
                                                              • Figure 12: Share of products featuring low/no/reduced fat and low/no/reduced calorie claims of all new product launches within the UK crisps and salty snacks* market, 2010-13
                                                            • Tesco leads NPD efforts
                                                              • Figure 13: Share of new product launches within the UK crisps and salty snacks* market, by top 10 companies, 2010-13
                                                            • Walkers commits to 100% British ingredients
                                                              • Private label continues to account for the bulk of premium NPD
                                                                • Figure 14: Share of new product launches within the premium UK crisps and salty snacks* market, by private label and branded, 2010-13
                                                              • Small popcorn brands gain share of NPD
                                                                • Figure 15: Share of new product launches within the UK popcorn market, by top 10 brands, 2010-13
                                                            • Strengths and Weaknesses

                                                              • Strengths
                                                                • Weaknesses
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Inflation fuels value growth in crisps and other salty snacks market
                                                                      • Figure 16: Total UK retail value and volume sales of crisps and salty snacks*, 2008-18
                                                                    • Value growth slows down in nuts in 2013
                                                                      • Figure 17: Total UK retail value and volume sales of nuts, 2008-18
                                                                    • The future of the crisps, salty snacks and nuts market
                                                                      • Market forecasts
                                                                        • Crisps and salty snacks
                                                                          • Figure 18: Total UK retail value sales of crisps and salty snacks, 2008-18
                                                                          • Figure 19: Total UK retail volume sales of crisps and salty snacks, 2008-18
                                                                        • Nuts
                                                                          • Figure 20: Total UK retail value sales of nuts, 2008-18
                                                                          • Figure 21: Total UK retail volume sales of nuts, 2008-18
                                                                        • Forecast methodology
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Potato crisps struggle to keep up with overall growth
                                                                              • Figure 22: UK retail value and volume sales of crisps/salty snacks and nuts, by sub-category, 2010-13
                                                                            • Baked snacks and meat snacks boast value and volume hikes
                                                                              • Continued growth for the nut sector
                                                                                • Popcorn sales edge up in value but not volume
                                                                                • Market Share

                                                                                  • Key points
                                                                                    • Walkers’ core range suffers a 6% volume decline
                                                                                      • Figure 23: Leading brands’ sales and shares in the UK potato crisps/chips market, by value and volume, 2012 and 2013
                                                                                    • Deep Ridged enjoys spectacular growth
                                                                                      • Premium brands Kettle and Tyrrells record flat volumes
                                                                                        • Mini Cheddars fail to keep up with overall growth in baked snacks, as Walkers enjoys value jump
                                                                                          • Figure 24: Leading brands’ sales and shares in the UK baked snacks market, by value and volume, 2012 and 2013
                                                                                      • Companies and Products

                                                                                          • Figure 25: Selected leading companies in the UK crisps, salty snacks and nuts market and their brands, 2013
                                                                                        • PepsiCo
                                                                                          • Product range
                                                                                            • Recent activity
                                                                                              • Tyrrells
                                                                                                • Product range
                                                                                                  • Recent activity
                                                                                                    • Kettle Foods
                                                                                                      • Product range
                                                                                                        • Recent activity
                                                                                                          • Kellogg’s
                                                                                                            • Product range
                                                                                                              • Recent activity
                                                                                                                • Intersnack
                                                                                                                  • Product range
                                                                                                                    • Recent activity
                                                                                                                      • United Biscuits
                                                                                                                        • Product range
                                                                                                                          • Tangerine Confectionery
                                                                                                                            • Product range
                                                                                                                              • Recent activity
                                                                                                                              • Brand Advertising, Perceptions and Social Media

                                                                                                                                • Key points
                                                                                                                                  • Adspend on crisps continues to rise
                                                                                                                                    • Figure 26: Advertising expenditure in the crisps, salty snacks and nuts market, by sector, 2009-13
                                                                                                                                  • Walkers ramps up spend on Doritos in 2012 and its core range in 2013
                                                                                                                                    • Figure 27: Total advertising expenditure in the crisps, salty snacks and nuts market, by top 10 brands, 2009-13
                                                                                                                                  • Kellogg’s invests in Pringles and Special K Cracker Crisps
                                                                                                                                    • Brand perceptions
                                                                                                                                      • Key brand metrics
                                                                                                                                        • Figure 28: Key brand metrics, November 2013
                                                                                                                                      • Brand map
                                                                                                                                          • Figure 29: Attitudes towards and usage of brands in the crisps, nuts and salty snacks sector, November 2013
                                                                                                                                        • Correspondence analysis
                                                                                                                                          • Brand attitudes
                                                                                                                                            • Figure 30: Attitudes, by crisps, nuts and salty snacks brand, November 2013
                                                                                                                                          • Brand personality
                                                                                                                                            • Figure 31: Crisps, nuts and salty snacks brand personality – macro image, November 2013
                                                                                                                                            • Figure 32: Crisps, nuts and salty snacks brand personality – micro image, November 2013
                                                                                                                                          • Brand usage
                                                                                                                                            • Figure 33: Crisps, nuts and salty snacks brand usage, November 2013
                                                                                                                                          • Brand experience
                                                                                                                                            • Figure 34: Crisps, nuts and salty snacks brand experience, November 2013
                                                                                                                                          • Social media and online buzz
                                                                                                                                            • Social media metrics
                                                                                                                                              • Figure 35: Social media metrics of selected crisps brands, December 2013
                                                                                                                                            • Walkers active on Twitter to increase connection with consumers
                                                                                                                                              • Walkers complaints revolve around number of crisps in packs
                                                                                                                                                • Figure 36: Online mentions of Walkers around air in packets, by week, January 2012-November 2013
                                                                                                                                              • Complaints dwindled after explanation but may be a rising issue once more
                                                                                                                                                • Online mentions
                                                                                                                                                  • Figure 37: Online mentions of selected crisps, nuts and salty snacks brands, January-November 2013
                                                                                                                                                • Pringles limited edition launch causes Christmas buzz to come early
                                                                                                                                                  • Figure 38: Online mentions of Pringles in the lead-up to Christmas, October-December 2011-13
                                                                                                                                                • Topics of discussion
                                                                                                                                                  • Figure 39: Topics of discussion around selected crisp brands, January-November 2013
                                                                                                                                                • Packaging discussions are largely functional but Pringles holds an advantage
                                                                                                                                                  • Figure 40: Breakdown of discussion around packaging, January-November 2013
                                                                                                                                                • Health discussion influenced by brand product range
                                                                                                                                                  • Figure 41: Topic cloud around Walkers in the context of healthiness, January-November 2013
                                                                                                                                                  • Figure 42: Topic cloud around Pringles in the context of healthiness, January-November 2013
                                                                                                                                                • Provenance is worth paying more for but does not create as much conversation
                                                                                                                                                  • Nuts are discussed as a source of protein
                                                                                                                                                    • Figure 43: Topics of discussion around nuts, January-November 2013
                                                                                                                                                    • Figure 44: Topic cloud of discussions around nuts and protein, January-November 2013
                                                                                                                                                    • Figure 45: Topic cloud of discussions around nuts and crisps, January-November 2013
                                                                                                                                                    • Figure 46: Places of discussion around nuts, January-November 2013
                                                                                                                                                  • Analysis by brand
                                                                                                                                                    • Pringles
                                                                                                                                                      • Figure 47: Sentiment towards Pringles and Limited Edition Pringles on Twitter, January-November 2013
                                                                                                                                                    • Walkers and Walkers Baked
                                                                                                                                                      • Figure 48: Where Walkers new launches are being mentioned compared to average, January-November 2013
                                                                                                                                                      • Figure 49: Online mentions around Walkers, Mighty Lights and Hoops and Crosses, January-November 2013
                                                                                                                                                    • Tyrrells
                                                                                                                                                      • Pom-Bear
                                                                                                                                                        • Twiglets
                                                                                                                                                          • Figure 50: Online sentiment towards selected crisps brands, January-November 2013
                                                                                                                                                        • Red Sky
                                                                                                                                                        • Consumer Usage

                                                                                                                                                          • Key points
                                                                                                                                                            • Under-35s are relatively low users of the core potato crisps
                                                                                                                                                                • Figure 51: Types of crisps, nuts and salty snacks eaten, October 2013
                                                                                                                                                                • Figure 52: Usage of types of crisps and crisp-style snacks, by age, October 2013
                                                                                                                                                              • Women are significantly more likely than men to eat dips with crisps
                                                                                                                                                                • Figure 53: Usage of dips for crisps (eg hummus, salsa), by gender and age, October 2013
                                                                                                                                                              • More than six in 10 users eat crisps at least once a week
                                                                                                                                                                • Figure 54: Frequency of usage of crisps, crisp-style snacks and nuts, October 2013
                                                                                                                                                              • 45-54s are the most frequent users of nuts
                                                                                                                                                              • Consumer Preferences for Crisps

                                                                                                                                                                • Key points
                                                                                                                                                                  • The perfect crisp should have a crunchy texture before anything else
                                                                                                                                                                    • Figure 55: Qualities associated with a perfect crisp, October 2013
                                                                                                                                                                  • Baked has more appeal than low calorie
                                                                                                                                                                    • Figure 56: Agreement that ‘baked’ and ‘low calorie’ are qualities associated with a perfect crisp, by age and presence of children/teenagers, October 2013
                                                                                                                                                                  • Over-55s show most interest in natural and British ingredients
                                                                                                                                                                  • Consumer Attitudes towards Crisps and Non-Potato Crisps

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Baked resonates as a health term, but half of users disregard nutritional info
                                                                                                                                                                        • Figure 57: Attitudes towards crisps and non-potato crisps, October 2013
                                                                                                                                                                      • Just half show interest in nutritional information
                                                                                                                                                                        • Opportunities for low-calorie and grain crisps to boost demand by improving image
                                                                                                                                                                          • Tangible opportunities in crisps and dips
                                                                                                                                                                            • Figure 58: Agreement with the statements ‘More supermarkets should offer chilled dips situated within the crisps aisle’ and ‘Some crisps tend to break too easily in dips’, by age, October 2013
                                                                                                                                                                          • Provenance is a resonant issue
                                                                                                                                                                              • Figure 59: Agreement with the statement ‘It is worth paying more for crisps made by a local brand’, by region, October 2013
                                                                                                                                                                          • Consumer Attitudes towards Nuts, Popcorn and other Salty Snacks

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Two fifths of users eat nuts as a source of protein
                                                                                                                                                                                • Figure 60: Attitudes towards nuts, popcorn and other salty snacks (excl. crisps and non-potato crisps), October 2013
                                                                                                                                                                              • Interest in pulses as a snack or base for crisp-style snack
                                                                                                                                                                                • Figure 61: Agreement with the statements ‘I would be interested in buying non-potatoes or grain-based crisps (eg hummus or lentil-based crisps)’ and ‘I’d like to see a wider variety of dried, flavoured pulses (eg chickpeas, lentils, sunflower seeds)’, by gender and age group, October 2013
                                                                                                                                                                            • Consumer Preferences by Occasion – Further Analysis

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Weekend evenings at home are most popular occasions for sharing packs, premium crisps and strong flavours
                                                                                                                                                                                  • Figure 62: Crisp preferences, by occasion, October 2013
                                                                                                                                                                                  • Figure 63: Crisp preferences, by occasion, October 2013 (continued)
                                                                                                                                                                                • For lunchtime meal deals, traditional flavours and standard-sized packs are most preferred
                                                                                                                                                                                  • Families are the most likely to prefer sharing bags
                                                                                                                                                                                  • Appendix – Market Drivers

                                                                                                                                                                                      • Figure 64: Trends in the age structure of the UK population, 2008-18
                                                                                                                                                                                  • Appendix – Who’s Innovating?

                                                                                                                                                                                      • Figure 65: Share of new product launches within the UK nuts market, by top 10 companies, 2010-13
                                                                                                                                                                                  • Appendix – Brand Research

                                                                                                                                                                                      • Figure 66: Brand usage, November 2013
                                                                                                                                                                                      • Figure 67: Brand commitment, November 2013
                                                                                                                                                                                      • Figure 68: Brand diversity, November 2013
                                                                                                                                                                                      • Figure 69: Brand satisfaction, November 2013
                                                                                                                                                                                      • Figure 70: Brand recommendation, November 2013
                                                                                                                                                                                      • Figure 71: Brand attitudes, November 2013
                                                                                                                                                                                      • Figure 72: Brand image – macro image, November 2013
                                                                                                                                                                                      • Figure 73: Brand image – micro image, November 2013
                                                                                                                                                                                      • Figure 74: Online mentions of selected crisps brands, January-November 2013
                                                                                                                                                                                      • Figure 75: Topics of discussion around selected crisps brands, January-November 2013
                                                                                                                                                                                      • Figure 76: Topics of discussion around nuts, January-November 2013
                                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                                      • Figure 77: Total UK retail value sales of crisps, nuts and salty snacks, 2008-18
                                                                                                                                                                                      • Figure 78: Total UK retail volume sales of crisps, nuts and salty snacks, 2008-18
                                                                                                                                                                                      • Figure 79: Best- and worst-case forecasts for UK value sales of crisps, nuts and salty snacks, 2013-18
                                                                                                                                                                                      • Figure 80: Total UK retail value and volume sales of crisps, nuts and salty snacks, 2008-18
                                                                                                                                                                                      • Figure 81: Best- and worst-case forecasts for UK value sales of crisps and salty snacks*, 2013-18
                                                                                                                                                                                      • Figure 82: Best- and worst-case forecasts for UK volume sales of crisps and salty snacks*, 2013-18
                                                                                                                                                                                      • Figure 83: Best- and worst-case forecasts for UK value sales of nuts, 2013-18
                                                                                                                                                                                      • Figure 84: Best- and worst-case forecasts for UK volume sales of nuts, 2013-18
                                                                                                                                                                                  • Appendix – Consumer Usage

                                                                                                                                                                                      • Figure 85: Types of crisps, nuts and salty snacks eaten, October 2013
                                                                                                                                                                                      • Figure 86: Most popular types of crisps, nuts and salty snacks eaten, by demographics, October 2013
                                                                                                                                                                                      • Figure 87: Next most popular types of crisps, nuts and salty snacks eaten, by demographics, October 2013
                                                                                                                                                                                      • Figure 88: Other types of crisps, nuts and salty snacks eaten, by demographics, October 2013
                                                                                                                                                                                      • Figure 89: Frequency of usage of crisps, crisp-style snacks and nuts, October 2013
                                                                                                                                                                                      • Figure 90: Frequency of usage of crisps and crisp-style snacks, by demographics, October 2013
                                                                                                                                                                                      • Figure 91: Frequency of usage of nuts, by demographics, October 2013
                                                                                                                                                                                  • Appendix – Consumer Preference for Crisps

                                                                                                                                                                                      • Figure 92: Qualities associated with a perfect crisp, October 2013
                                                                                                                                                                                      • Figure 93: Most popular qualities associated with a perfect crisp, by demographics, October 2013
                                                                                                                                                                                      • Figure 94: Next most popular qualities associated with a perfect crisp, by demographics, October 2013
                                                                                                                                                                                      • Figure 95: Other qualities associated with a perfect crisp, by demographics, October 2013
                                                                                                                                                                                  • Appendix – Consumer Attitudes towards Crisps and Non-Potato Crisps

                                                                                                                                                                                      • Figure 96: Attitudes towards crisps and non-potato crisps, October 2013
                                                                                                                                                                                      • Figure 97: Most popular attitudes towards crisps and non-potato crisps, by demographics, October 2013
                                                                                                                                                                                      • Figure 98: Next most popular attitudes towards crisps and non-potato crisps, by demographics, October 2013
                                                                                                                                                                                  • Appendix – Consumer Attitudes towards Nuts, Popcorn and Other Salty Snacks

                                                                                                                                                                                      • Figure 99: Attitudes towards nuts, popcorn and other salty snacks (excl crisps and non-potato crisps), October 2013
                                                                                                                                                                                      • Figure 100: Most popular attitudes towards nuts, popcorn and other salty snacks (excl crisps and non-potato crisps), by demographics, October 2013
                                                                                                                                                                                      • Figure 101: Next most popular attitudes towards nuts, popcorn and other salty snacks (excl crisps and non-potato crisps), by demographics, October 2013
                                                                                                                                                                                  • Appendix – Consumer Preferences by Occasion

                                                                                                                                                                                      • Figure 102: Most popular crisp preferences, by occasion – A weekend evening whilst watching TV, by demographics, October 2013
                                                                                                                                                                                      • Figure 103: Next most popular crisp preferences, by occasion – A weekend evening whilst watching TV, by demographics, October 2013
                                                                                                                                                                                      • Figure 104: Most popular crisp preferences, by occasion – A midweek evening, while at home, by demographics, October 2013
                                                                                                                                                                                      • Figure 105: Next most popular crisp preferences, by occasion – A midweek evening, while at home, by demographics, October 2013
                                                                                                                                                                                      • Figure 106: Most popular crisp preferences, by occasion – For lunch during the week, by demographics, October 2013
                                                                                                                                                                                      • Figure 107: Next most popular crisp preferences, by occasion – For lunch during the week, by demographics, October 2013
                                                                                                                                                                                      • Figure 108: Most popular crisp preferences, by occasion – In a bar/pub, by demographics, October 2013
                                                                                                                                                                                      • Figure 109: Next most popular crisp preferences, by occasion – In a bar/pub, by demographics, October 2013
                                                                                                                                                                                      • Figure 110: Most popular crisp preferences, by occasion – Whilst travelling, by demographics, October 2013
                                                                                                                                                                                      • Figure 111: Next most popular crisp preferences, by occasion – In a bar/pub, by demographics, October 2013
                                                                                                                                                                                  • Appendix – Attitudes towards Protein

                                                                                                                                                                                      • Figure 112: Agreement with the statements ‘I would choose a higher-protein food over a low-protein one’ and ‘I am interested in buying foods that are naturally high in protein (eg nuts, jerky)’, by demographics, November 2012
                                                                                                                                                                                      • Figure 113: Agreement with the statement ‘Protein is important for staying healthy’, by demographics, November 2012

                                                                                                                                                                                  Companies Covered

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                                                                                                                                                                                  Crisps, Salty Snacks and Nuts - UK - January 2014

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