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Crisps, Savoury Snacks and Nuts - UK - January 2015

“Strong consumer interest in new concepts such as savoury-flavoured cereals and meat-flavoured nuts should add interest to the savoury snacks market, whilst vegetable crisps would benefit from a more mainstream operator entering the market.”
– Richard Ford, Senior Food and Drink Analyst

This report looks at the following areas:

  • Baked snacks operators should explore new areas to reverse sales declines
  • Gap in the market for a mainstream vegetable crisp brand
  • Usage of nuts lags behind that of crisps

The crisps, nuts and savoury snacks market grew between 2013 and 2014. This was driven by trading up to premium products as well as inflation, albeit this was at lower levels than those seen in previous years. Volumes rose by a modest 1%, reflecting the maturity of the market as well as health concerns and some switching from crisps to popcorn.

Whilst consumer concerns over the relatively high salt and fat content of some products is a challenge facing operators, there is cause for optimism, not least because adspend is at healthy levels. Operators continue to develop ‘better-for-you’ snacks such as those high in protein or lower in salt, as they look to combat health concerns. Meanwhile, products such as popcorn and meat snacks are helping to support the market.

Research for this report highlights a wealth of NPD (New Product Development) offering new opportunities to operators. For example, over half of those who eat any savoury snacks are interested in trying crispy cheese discs made from 100% cheese. Nuts with a meat flavour and savoury-flavoured cereal also garnered significant levels of interest.

In crisps, sweet potato came out on top of the list of selected alternative ingredients to standard potatoes, boding well for the numerous sweet potato crisp launches seen in 2014.

Research for this report has identified a number of new and niche savoury snacking areas which garner interest amongst consumers. For example, two in five of those who eat crisps/crisp-style snacks are interested in sweet potatoes as an alternative ingredient to standard potato in crisps.

Meanwhile, half of those who eat savoury snacks would be interested in trying crispy discs of baked cheese whilst one in three would welcome nuts with a meat flavour and one in four are interested in trying savoury-flavoured cereals.

 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Total UK retail value sales and forecast of the crisps, nuts and savoury snacks market, 2009-19
            • Segment performance
              • Figure 2: UK retail value sales of crisps, savoury snacks and nuts, by segment, 2013 and 2014 (est)
            • Market factors
              • Good GB potato and wheat harvests keep commodity prices in check
                • Slower growth of under-55s likely to bring challenges for crisps/crisp-style snacks
                  • Healthy snacking is a necessary area of focus
                    • Companies, brands and innovation
                      • Walkers makes latest bid to tap growth in premium crisps
                        • Pringles and Doritos fuel growth in potato-based and other snacks
                          • Figure 3: Leading manufacturers in the UK retail crisps market, 2014*
                        • KP shows market leadership with impressive sales performance
                          • Total adspend reaches four-year high, driven by spend on crisps and crisp-style snacks
                            • Popcorn's share of new launches approaches 10%
                              • The consumer
                                • Crisps and crisp-style snacks eaten by more than nine in 10 adults
                                  • Figure 4: Usage of crisps and crisp-style snacks, by type, November 2014
                                • Nuts popular with those who regard themselves as healthy
                                  • Figure 5: Usage of nuts and other savoury snacks, by type, November 2014
                                • Crisps are eaten less often than nuts
                                  • Figure 6: Frequency of usage of crisps and crisp-style snacks, and nuts, by type, November 2014
                                • Sweet potatoes hold most interest for crisps/crisp-style snack users
                                  • Figure 7: Interest in new/niche ingredients in crisp/crisp-style snacks, November 2014
                                • High interest in baked cheese snacks
                                  • Figure 8: Interest in selected product concepts in crisps, savoury snacks and nuts, November 2014
                                • One in three concerned about salted peanuts’ fat and salt content
                                  • Figure 9: Agreement with selected attitudes towards crisps, savoury snacks and nuts, November 2014
                                • What we think
                                • Issues and Insights

                                    • Baked snacks operators should explore new areas to reverse sales declines
                                      • The facts
                                        • The implications
                                          • Gap in the market for a mainstream vegetable crisp brand
                                            • The facts
                                              • The implications
                                                • Usage of nuts lags behind that of crisps
                                                  • The facts
                                                    • The implications
                                                    • Trend Application

                                                        • Mintel Trend: Extend My Brand
                                                          • Mintel Trend: The Real Thing
                                                            • Mintel Trend: Play Ethic
                                                            • Market Drivers

                                                              • Key points
                                                                • Good GB potato harvest helps bring crisp prices down in 2014
                                                                  • Figure 10: UK weekly commodity prices of main crop potatoes and bread-making wheat, January 2010-October 2014
                                                                • Peanut prices lower for most of 2014
                                                                  • Figure 11: Prices of groundnuts* in US $/tonne, January 2010-October 2014
                                                                • Healthy snacking is a necessary area of focus
                                                                  • Many Britons look to healthy food choices
                                                                    • Snack operators explore healthier variants
                                                                      • Healthier snacks should resonate
                                                                        • Two thirds of consumers snack at least daily
                                                                          • Slower growth of under-55s likely to bring challenges for crisps/crisp-style snacks
                                                                          • Strengths and Weaknesses

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Who’s Innovating?

                                                                                • Key points
                                                                                  • Nuts account for one in five new launches in 2013
                                                                                    • Figure 12: Share of new product launches within the UK crisps, savoury snacks and nuts market, by category, 2010-14
                                                                                  • Whitworths ramps up launch activity
                                                                                    • Figure 13: Share of new product launches within the UK crisps, savoury snacks and nuts market, by top 10 companies in 2013, 2010-14
                                                                                  • Walkers has another go at premium snacking with Market Deli
                                                                                    • Salt, vinegar, cheese and onion remain in top 10 flavour launches
                                                                                      • Figure 14: Share of new product launches within the UK crisps, savoury snacks and nuts market, by flavour component, 2010-14
                                                                                    • Apple flavour gradually builds share of launches
                                                                                      • Popping corn boosts the share of unflavoured products among launches
                                                                                        • Own-label top-tier ranges boost launches with premium claims
                                                                                          • Figure 15: Share of new product launches within the UK crisps, savoury snacks and nuts market, by top 10 claims in 2013, 2010-14
                                                                                        • Better-for-you snacks gain visibility
                                                                                          • Reduced sodium nuts
                                                                                            • High-oleic peanuts
                                                                                              • High-protein popcorn
                                                                                                • High-protein egg-based snacks
                                                                                                  • Brand extensions continue apace
                                                                                                  • Market Size and Forecast

                                                                                                    • Key points
                                                                                                      • Inflation and trading up fuel value growth in crisps, nuts and savoury snacks
                                                                                                        • Figure 16: Total UK retail value and volume sales of the crisps, nuts and savoury snacks market, 2009-19
                                                                                                      • More muted value growth expected in run-up to 2019
                                                                                                        • Figure 17: Total UK retail value sales and forecast of the crisps, nuts and savoury snacks market, 2009-19
                                                                                                        • Figure 18: Total UK retail volume sales and forecast of the crisps, nuts and savoury snacks market, 2009-19
                                                                                                      • Potato crisps expected to see value rise but volume decline
                                                                                                        • Figure 19: Total UK retail value and volume sales of the crisps/chips market, 2009-19
                                                                                                      • Value growth in potato crisps to slow whilst volumes continue their decline
                                                                                                        • Figure 20: Total UK retail value sales and forecast of the crisps/chips market, 2009-19
                                                                                                      • Flat nut volumes forecast whilst value growth slows
                                                                                                        • Figure 21: Total UK retail value and volume sales of the nuts market, 2009-19
                                                                                                        • Figure 22: Total UK retail value sales and forecast of the nuts market, 2009-19
                                                                                                      • Other snacks, meat snacks, baked snacks and popcorn
                                                                                                        • Figure 23: Total UK retail value and volume sales of the other savoury snacks* market, 2009-19
                                                                                                      • Volume growth to be maintained in other snacks
                                                                                                        • Figure 24: Total UK retail value sales and forecast of the other savoury snacks* market, 2009-19
                                                                                                      • Forecast methodology
                                                                                                      • Segment Performance

                                                                                                        • Key points
                                                                                                          • Popcorn is fastest-growing segment in 2013-14
                                                                                                            • Figure 25: UK retail value sales of savoury snacks, by category, 2009-14
                                                                                                            • Figure 26: UK retail volume sales of savoury snacks, by category, 2009-14
                                                                                                          • Crisps/chips is the weakest segment
                                                                                                            • Future looks bright for meat snacks
                                                                                                              • Nuts boosted by inflation and trading up
                                                                                                                  • Figure 27: Value and volume sales of nuts, by type of nut, 2013 and 2014
                                                                                                              • Market Share

                                                                                                                • Key points
                                                                                                                  • Market leader Walkers sees value sales fall
                                                                                                                    • Figure 28: Leading brands’ sales and shares in the UK crisps market, by value and volume, 2011/12-2013/14
                                                                                                                    • Figure 29: Leading manufacturers’ sales and shares in the UK crisps market, by value and volume, 2011/12-2013/14
                                                                                                                  • Premium crisp brands beat total market value sales performance
                                                                                                                    • Scope for Seabrook to excite consumers with lattice-shaped crisps
                                                                                                                      • Growth in nuts segment fuelled by KP
                                                                                                                        • Figure 30: Leading brands’ sales and shares in the UK nuts market, by value and volume, 2011/12-2013/14
                                                                                                                        • Figure 31: Leading manufacturers’ sales and shares in the UK nuts market, by value and volume, 2011/12-2013/14
                                                                                                                      • Pringles is top-performing potato-based/other snack brand
                                                                                                                        • Figure 32: Leading brands’ sales and shares in the UK potato-based and other snacks market, by value and volume, 2011/12-2013/14
                                                                                                                        • Figure 33: Leading manufacturers’ sales and shares in the UK potato-based and other snacks market, by value and volume, 2011/12-2013/14
                                                                                                                      • Own-label rockets in baked snacks and popcorn
                                                                                                                        • Figure 34: Leading brands’ sales and shares in the UK baked snacks and popcorn market, by value and volume, 2011/12-2013/14
                                                                                                                        • Figure 35: Leading manufacturers’ sales and shares in the UK baked snacks and popcorn market, by value and volume, 2011/12-2013/14
                                                                                                                      • Mini Cheddars accounts for a third of baked snacks/popcorn market
                                                                                                                        • Product innovation and promotion boost Butterkist’s sales
                                                                                                                          • Peperami’s sale to Jack Link’s is a positive move for the brand
                                                                                                                            • Figure 36: Leading brands’ sales and shares in the UK meat snacks market, by value and volume, 2011/12-2013/14
                                                                                                                            • Figure 37: Leading manufacturers’ sales and shares in the UK meat snacks market, by value and volume, 2011/12-2013/14
                                                                                                                        • Companies and Products

                                                                                                                            • Intersnack
                                                                                                                              • Product range
                                                                                                                                • Recent activity
                                                                                                                                  • Kellogg’s
                                                                                                                                    • Product range
                                                                                                                                      • Recent activity
                                                                                                                                        • Kettle Foods
                                                                                                                                          • Product range
                                                                                                                                            • Recent activity
                                                                                                                                              • PepsiCo
                                                                                                                                                • Product range
                                                                                                                                                  • Product innovation
                                                                                                                                                    • Recent activity
                                                                                                                                                      • Tangerine Confectionery
                                                                                                                                                        • Product range
                                                                                                                                                          • Recent activity
                                                                                                                                                            • Tyrrells
                                                                                                                                                              • Product range
                                                                                                                                                                • Recent activity
                                                                                                                                                                  • United Biscuits
                                                                                                                                                                    • Product range
                                                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Adspend reaches highest level in at least four years
                                                                                                                                                                          • Figure 38: Advertising expenditure in the crisps, savoury snacks and nuts market, 2010-14
                                                                                                                                                                          • Figure 39: Advertising expenditure in the crisps, savoury snacks and nuts market, by type, 2010-14
                                                                                                                                                                        • Special K Cracker Crisps garners biggest adspend in 2013
                                                                                                                                                                          • Figure 40: Advertising expenditure in the crisps, savoury snacks and nuts market, by top 10 brands, 2010-14
                                                                                                                                                                        • Tyrrells looks set to power up its advertising with appointment of first agency
                                                                                                                                                                          • Kettle pushes its hand-cooked credentials
                                                                                                                                                                            • Launch of Pops and Market Deli helps push Walkers’ 2014 adspend to five-year high
                                                                                                                                                                              • Figure 41: Advertising expenditure in the crisps, savoury snacks and nuts market, by top 10 advertisers, 2010-14
                                                                                                                                                                            • Grocery retailers rely on brands to give market visibility
                                                                                                                                                                              • Almond advertisers account for two of top eight advertisers by adspend
                                                                                                                                                                                • Intersnack more than triples adspend in 2014
                                                                                                                                                                                • Brand Research

                                                                                                                                                                                  • Brand map
                                                                                                                                                                                      • Figure 42: Attitudes towards and usage of selected crisps and savoury snacks brands, November 2014
                                                                                                                                                                                    • Correspondence analysis
                                                                                                                                                                                      • Brand attitudes
                                                                                                                                                                                        • Figure 43: Attitudes, by brand, November 2014
                                                                                                                                                                                      • Brand personality
                                                                                                                                                                                        • Figure 44: Brand personality – Macro image, November 2014
                                                                                                                                                                                        • Figure 45: Brand personality – Micro image, November 2014
                                                                                                                                                                                      • Brand experience
                                                                                                                                                                                        • Figure 46: Selected brand usage, November 2014
                                                                                                                                                                                        • Figure 47: Satisfaction with selected brands, November 2014
                                                                                                                                                                                        • Figure 48: Consideration of selected brands, November 2014
                                                                                                                                                                                        • Figure 49: Consumer perceptions of current brand performance, November 2014
                                                                                                                                                                                      • Brand recommendation
                                                                                                                                                                                        • Figure 50: Recommendation of selected brands, November 2014
                                                                                                                                                                                    • The Consumer – Usage

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Crisps and crisp-style snacks eaten by more than nine in 10 adults
                                                                                                                                                                                            • Figure 51: Usage of crisps and crisp-style snacks, by type, November 2014
                                                                                                                                                                                          • Under-55s more likely to eat crisps and crisp-style snacks
                                                                                                                                                                                            • One in four eat healthy/wholegrain snacks
                                                                                                                                                                                              • More than one in 10 eat popped potato snacks
                                                                                                                                                                                                • Nuts popular with those who regard themselves as healthy
                                                                                                                                                                                                    • Figure 52: Usage of nuts and other savoury snacks, by type, November 2014
                                                                                                                                                                                                  • Over half of 16-34s eat popcorn
                                                                                                                                                                                                    • Meat snacks are more popular with men
                                                                                                                                                                                                      • Far fewer men eat meat snacks than other snacks
                                                                                                                                                                                                        • Crisps are eaten less often than nuts
                                                                                                                                                                                                            • Figure 53: Frequency of usage of crisps and crisp-style snacks, and nuts, by type, November 2014
                                                                                                                                                                                                          • Men are the more frequent users of savoury snacks
                                                                                                                                                                                                          • The Consumer – Interest in New/Niche Ingredients in Crisps/Crisp-Style Snacks

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Sweet potatoes hold most interest for crisps/crisp-style snack users
                                                                                                                                                                                                                  • Figure 54: Interest in new/niche ingredients in crisp/crisp-style snacks, by top five choices, November 2014
                                                                                                                                                                                                                • Carrot, parsnip and beetroot hold similar levels of interest
                                                                                                                                                                                                                  • One in seven interested in butternut squash
                                                                                                                                                                                                                    • Better marketing required for fruit crisps?
                                                                                                                                                                                                                    • The Consumer – Interest in Product Concepts in Crisps, Nuts and Savoury Snacks

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • High interest in baked cheese snacks
                                                                                                                                                                                                                            • Figure 55: Interest in selected product concepts in crisps, savoury snacks and nuts, November 2014
                                                                                                                                                                                                                          • Popped chips ripe for new ingredient variants
                                                                                                                                                                                                                            • One in three interested in dried snacking ham
                                                                                                                                                                                                                              • Savoury-flavoured cereals offer a new concept for operators
                                                                                                                                                                                                                              • The Consumer – Attitudes towards Crisps, Nuts and Savoury Snacks

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • One in three concerned about salted peanuts’ fat and salt content
                                                                                                                                                                                                                                      • Figure 56: Attitudes towards crisps, savoury snacks and nuts, November 2014
                                                                                                                                                                                                                                    • One in five interested in crisps cooked in olive and sunflower oil blend
                                                                                                                                                                                                                                      • Scope for crisps to be positioned more as an ingredient in meals
                                                                                                                                                                                                                                      • The Consumer – Qualities Associated with Crisps, Nuts and Savoury Snacks

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Standard potato crisps rank highest for taste
                                                                                                                                                                                                                                              • Figure 57: Qualities associated with selected types of crisps, savoury snacks and nuts, November 2014
                                                                                                                                                                                                                                            • Health perceptions of vegetable crisps are generally positive
                                                                                                                                                                                                                                              • Standard potato crisps and flavoured popcorn rank lowest for protein
                                                                                                                                                                                                                                                • Crisps, nuts and savoury snacks fail to excite consumers
                                                                                                                                                                                                                                                  • Less than a third see standard potato crisps and salted peanuts as unhealthy
                                                                                                                                                                                                                                                    • Only one in 10 see standard potato crisps as natural
                                                                                                                                                                                                                                                    • Appendix – Market Drivers

                                                                                                                                                                                                                                                        • Figure 58: Age trends in the UK population, 2009-19
                                                                                                                                                                                                                                                        • Figure 59: Age trends in the UK – under-55 and over-55 population, 2009-19
                                                                                                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                                      • Total UK retail crisps, nuts and savoury snacks market
                                                                                                                                                                                                                                                        • Figure 60: Best- and worst-case forecast for the total UK crisps, nuts and savoury snacks market, by value, 2014-19
                                                                                                                                                                                                                                                        • Figure 61: Best- and worst-case forecast for the total UK crisps, nuts and savoury snacks market, by volume, 2014-19
                                                                                                                                                                                                                                                      • Crisps
                                                                                                                                                                                                                                                        • Figure 62: Best- and worst-case forecast for the UK crisps/chips market, by value, 2014-19
                                                                                                                                                                                                                                                        • Figure 63: UK retail volume sales and forecast for the crisps/chips market, 2014-19
                                                                                                                                                                                                                                                        • Figure 64: Best- and worst-case forecast for the total UK crisps/chips market, by volume, 2014-19
                                                                                                                                                                                                                                                      • Nuts
                                                                                                                                                                                                                                                        • Figure 65: Best- and worst-case forecast for the total UK nuts market, by value, 2014-19
                                                                                                                                                                                                                                                        • Figure 66: UK retail volume sales and forecast for the nuts market, 2014-19
                                                                                                                                                                                                                                                        • Figure 67: Best- and worst-case forecast for the total UK nuts market, by volume, 2014-19
                                                                                                                                                                                                                                                      • Savoury snacks
                                                                                                                                                                                                                                                        • Figure 68: Best- and worst-case forecast for the total UK other savoury snacks market*, by value, 2014-19
                                                                                                                                                                                                                                                        • Figure 69: UK retail volume sales and forecast for the other savoury snacks market*, 2014-19
                                                                                                                                                                                                                                                        • Figure 70: Best- and worst-case forecast for the total UK other savoury snacks market*, by volume, 2014-19
                                                                                                                                                                                                                                                    • Appendix – Who’s Innovating?

                                                                                                                                                                                                                                                        • Figure 71: New launches in the UK crisps, savoury snacks and nuts market, own-label and branded, 2010-14

                                                                                                                                                                                                                                                    Companies Covered

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

                                                                                                                                                                                                                                                    Crisps, Savoury Snacks and Nuts - UK - January 2015

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