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Crisps, Savoury Snacks and Nuts - UK - January 2016

“Despite the obesity crisis and the large swathes of the UK population trying to lose weight, UK adults have a rather relaxed attitude to crisps, with 82% agreeing that they are fine to eat as an occasional treat and more than six in ten eating them once a week.

“However, sales are down, with potato-based and other snacks, such as Doritos and Pringles, overtaking crisps by value sales, while popcorn, meat snacks and nuts are trading on their health credentials to provide an alternative to crisps.”
– Amy Price, Senior Food and Drink Analyst

  • Healthier crisp NPD would be well-received
  • Artisanal products help premiumise the market
  • NPD that caters to personalisation provides a route to engaging consumers

The crisps market is experiencing deflation, with manufacturers and retailers turning to discounting to drive volumes as part of supermarket price wars. Potato-based and other snacks, such as Doritos and Pringles, are estimated to have overtaken crisps by value sales in 2015, with crisps bearing the brunt of discounting in the market.

Health remains an ongoing issue, negatively impacting sales of crisps while providing a boost to other segments with more positive health credentials, such as popcorn, meat snacks, and nuts.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Crisps, nuts and savoury snacks see slight growth in 2015
              • Figure 1: Total UK retail value sales and forecast of the crisps, nuts and savoury snacks market, 2010-20
            • Potato-based and other snacks overtake crisps by value sales
              • Health remains an ongoing issue
                • Rising incomes should help support sales
                  • Companies and brands
                    • Walkers continues to dominate crisps and potato-based and other snacks
                      • Potato snacks lead NPD
                        • Pepsi leads by adpsend
                          • Walkers has the strongest brand image
                            • The consumer
                              • 92% eat crisps/crisp-style snacks
                                • Figure 2: Usage of crisps and crisp-style snacks, by type, October 2015
                              • Nuts eaten by 52%, especially 45-54s
                                • Figure 3: Usage of nuts and other snacks, by type, October 2015
                              • Treat positioning appeals to 82%
                                • Figure 4: Attitudes towards crisps/crisp-style snacks, October 2015
                              • Naturalness appeals to 35%, particularly the over-65s
                                • Figure 5: Attributes worth paying more for, when buying crisps/crisp-style snacks, October 2015
                              • Health benefits of nuts are noted by about 80%
                                • Figure 6: Attitudes towards nuts and popcorn, October 2015
                              • What we think
                              • Issues and Insights

                                • Healthier crisp NPD would be well-received
                                  • The facts
                                    • The implications
                                      • Artisanal products help premiumise the market
                                        • The facts
                                          • The implications
                                            • NPD that caters to personalisation provides a route to engaging consumers
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Crisps, nuts and savoury snacks see slight growth in 2015
                                                    • Future growth is forecast
                                                      • Potato-based and other snacks overtake crisps by value sales
                                                        • Health remains an ongoing issue
                                                          • Rising incomes should help support sales
                                                          • Market Size and Forecast

                                                            • Crisps, nuts and savoury snacks see slight growth in 2015
                                                              • Figure 7: Total UK retail value and volume sales of the crisps, nuts and savoury snacks market, 2010-20
                                                            • Future growth is forecast
                                                              • Figure 8: Total UK retail value sales and forecast of the crisps, nuts and savoury snacks market, 2010-20
                                                              • Figure 9: Total UK retail volume sales and forecast of the crisps, nuts and savoury snacks market, 2010-20
                                                            • Crisps see deflation in 2015
                                                              • Figure 10: UK retail value and volume sales of the crisps/chips market, 2010-20
                                                              • Figure 11: UK retail value sales and forecast of the crisps/chips market, 2010-20
                                                            • Sales of nuts driven by high inflation
                                                              • Figure 12: UK retail value and volume sales of the nuts market, 2010-20
                                                              • Figure 13: UK retail value sales and forecast of the nuts market, 2010-20
                                                            • Other savoury snacks
                                                              • Figure 14: UK retail value and volume sales of the other savoury snacks* market, 2010-20
                                                              • Figure 15: UK retail sales and forecast of the savoury snacks* market, by value, 2010-20
                                                            • Forecast methodology
                                                            • Market Segmentation

                                                              • Potato-based and other snacks overtake crisps by value sales
                                                                  • Figure 16: UK retail value sales of savoury snacks, by category, 2010-15
                                                                  • Figure 17: UK retail volume sales of savoury snacks, by category, 2010-15
                                                                • Peanuts continue to lead the nuts category
                                                                  • Figure 18: Value and volume sales of nuts, by type of nut, 2014 and 2015
                                                              • Market Drivers

                                                                • Health remains an ongoing issue
                                                                  • Increase in spending should boost the market
                                                                    • Demographic changes set to affect the market
                                                                      • Rise in households with children could bolster crisps
                                                                        • Nuts popular among the growing, ageing demographic
                                                                          • Popcorn is popular among the young
                                                                          • Companies and Brands – What You Need to Know

                                                                            • Walkers continues to dominate
                                                                              • Potato snacks lead on NPD
                                                                                • Pepsi leads by adpsend
                                                                                  • Walkers has the strongest brand image
                                                                                  • Market Share

                                                                                    • Walkers continues to dominate crisps, despite sales decline
                                                                                        • Figure 19: Leading brands’ sales and shares in the UK crisps market, by value and volume, 2013/14-2014/15
                                                                                        • Figure 20: Leading manufacturers’ sales and shares in the UK crisps market, by value and volume, 2013/14-2014/15
                                                                                      • Potato-based and other snacks
                                                                                          • Figure 21: Leading brands’ sales and shares in the UK potato-based and other snacks market, by value and volume, 2013/14-2014/15
                                                                                          • Figure 22: Leading manufacturers’ sales and shares in the UK potato-based and other snacks market, by value and volume, 2013/14-2014/15
                                                                                        • Own- label dominates nuts
                                                                                          • Figure 23: Leading brands’ sales and shares in the UK nuts market, by value and volume, 2013/14-2014/15
                                                                                          • Figure 24: Leading manufacturers’ sales and shares in the UK nuts market, by value and volume, 2013/14-2014/15
                                                                                        • Baked snacks and popcorn
                                                                                          • Figure 25: Leading brands’ sales and shares in the UK baked snacks and popcorn market, by value and volume, 2013/14-2014/15
                                                                                          • Figure 26: Leading manufacturers’ sales and shares in the UK baked snacks and popcorn market, by value and volume, 2013/14-2014/15
                                                                                        • Mattessons and Peperami lead meat snacks
                                                                                        • Launch Activity and Innovation

                                                                                          • Potato snacks lead NPD
                                                                                            • Figure 27: Share of new product launches within the UK crisps, savoury snacks and nuts market, by category, 2011-15
                                                                                          • Innovation is fragmented, with no single company standing out as leader
                                                                                            • Plain flavours still dominate, but manufacturers are looking to NPD
                                                                                                • Figure 28: Share of new product launches within the UK crisps, savoury snacks and nuts market, by top 10 flavour components, 2011-15
                                                                                              • Experiential flavours bring excitement to the category
                                                                                                • Flavour enhancers could personalise plainer products
                                                                                                  • All-natural positioning delivers on health attributes
                                                                                                    • Figure 29: Share of new product launches within the UK crisps, savoury snacks and nuts market, by selected health claims, 2011-15
                                                                                                  • Low salt popcorn would appeal but remains niche
                                                                                                    • Vegetable crisp NPD looks to cater to consumer interest
                                                                                                      • Meat snacks continue to focus on protein and snackability
                                                                                                        • Figure 30: Share of new product launches within the UK crisps, savoury snacks and nuts market, by the high protein claim, 2011-15
                                                                                                      • Nut brands should push the protein claim
                                                                                                        • Brands extend into new areas
                                                                                                          • More brands enter cracker crisps market
                                                                                                            • Pringles launches Tortilla Chips range
                                                                                                              • Graze enters the retail market
                                                                                                              • Advertising and Marketing Activity

                                                                                                                • Adspend rises in 2015
                                                                                                                  • Figure 31: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, 2011-2015
                                                                                                                • Crisps dominate, although popcorn sees greatest rise
                                                                                                                  • Figure 32: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by category, 2011-2015
                                                                                                                • Pepsi leads by adpsend
                                                                                                                  • Walkers keeps advertising consistent
                                                                                                                    • Doritos focuses on boldness
                                                                                                                      • Pringles accounts for the majority of Kellogg’s spend
                                                                                                                        • Butterkist returns to TV screens
                                                                                                                          • Jacob’s switches spend to Cracker Crisps line
                                                                                                                            • Figure 33: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by top 10 advertisers (sorted by 2015), 2011-2015
                                                                                                                          • Walkers leads by brand spend
                                                                                                                            • Figure 34: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by brands, 2015
                                                                                                                          • Nielsen Media Research coverage
                                                                                                                          • Brand Research – Crisps, Savoury Snacks and Nuts

                                                                                                                              • What you need to know
                                                                                                                                • Brand map
                                                                                                                                  • Figure 35: Attitudes towards and usage of selected brands, October 2015
                                                                                                                                • Key brand metrics
                                                                                                                                  • Figure 36: Key metrics for selected crisp and savoury snack brands, October 2015
                                                                                                                                • Brand attitudes: Hula Hoops most likely to be noted for value
                                                                                                                                  • Figure 37: Attitudes, by brand, October 2015
                                                                                                                                • Brand personality: Walkers Market Deli encourages a more exclusive brand image
                                                                                                                                  • Figure 38: Brand personality – macro image, October 2015
                                                                                                                                • Pringles has a cool image, but is most likely to be associated with being unhealthy
                                                                                                                                  • Figure 39: Brand personality – micro image, October 2015
                                                                                                                                • Brand analysis
                                                                                                                                  • Walkers has all-round brand strength, which looks set to continue
                                                                                                                                    • Figure 40: User profile of Walkers, October 2015
                                                                                                                                  • Pringles is seen as upbeat, but has a stronger association with unhealthiness
                                                                                                                                    • Figure 41: User profile of Pringles, October 2015
                                                                                                                                  • McCoy’s has a fairly central position on brand maps
                                                                                                                                    • Figure 42: User profile of McCoy’s, October 2015
                                                                                                                                  • Doritos enjoys an upbeat brand image but lacks perception of tradition
                                                                                                                                    • Figure 43: User profile of Doritos, October 2015
                                                                                                                                  • Walkers Market Deli is considered special and indulgent, but currently lacks trust
                                                                                                                                    • Figure 44: User profile of Walkers Market Deli, October 2015
                                                                                                                                  • KP is the most likely to be associated with tradition, and struggles to engage with younger groups
                                                                                                                                    • Figure 45: User profile of KP, October 2015
                                                                                                                                  • Hula Hoops has the closest association with negative traits like basic and bland
                                                                                                                                    • Figure 46: User profile of Hula Hoops, October 2015
                                                                                                                                • The Consumer – What You Need to Know

                                                                                                                                  • 92% eat crisps/crisp-style snacks
                                                                                                                                    • More than six in 10 eat crisps/crisp-style snacks and nuts once a week or more
                                                                                                                                      • Nuts eaten by 52%, especially 45-54s
                                                                                                                                        • Treat positioning appeals to 82%
                                                                                                                                          • Naturalness appeals to 35%, particularly the over-65s
                                                                                                                                          • Consumer Usage

                                                                                                                                            • 92% eat crisps/crisp-style snacks
                                                                                                                                                • Figure 47: Usage of crisps and crisp-style snacks, by type, October 2015
                                                                                                                                              • Crisp users have a small repertoire
                                                                                                                                                  • Figure 48: Repertoire of crisps and crisp-style snacks eaten, October 2015
                                                                                                                                                • Nuts eaten by 52%, especially 45-54s...
                                                                                                                                                    • Figure 49: Usage of nuts and other snacks, by type, October 2015
                                                                                                                                                  • …while 35% eat popcorn, especially 16-44s
                                                                                                                                                    • Almost a quarter eat just one type of nuts/other snacks
                                                                                                                                                        • Figure 50: Repertoire of nuts and other snacks eaten, October 2015
                                                                                                                                                      • More than six in 10 eat crisps/crisp-style snacks and nuts once a week or more
                                                                                                                                                          • Figure 51: Frequency of eating crisps, crisp-style snacks and/or nuts, October 2015
                                                                                                                                                      • Attitudes towards Crisps and Crisp-Style Snacks

                                                                                                                                                        • Treat positioning appeals to 82%
                                                                                                                                                          • Figure 52: Attitudes towards crisps/crisp-style snacks, October 2015
                                                                                                                                                        • 72% agree it’s important to cater to the family on flavour
                                                                                                                                                          • New products appeal to 66%
                                                                                                                                                            • Potential for alternative oils
                                                                                                                                                            • Attributes Worth Paying More For, When Buying Crisps/Crisp-Style Snacks

                                                                                                                                                              • Naturalness appeals to 35%, particularly the over-65s
                                                                                                                                                                • Figure 53: Attributes worth paying more for, when buying crisps/crisp-style snacks, October 2015
                                                                                                                                                              • Emphasising support for British farmers appeals to 34%
                                                                                                                                                                • Quality cues appeal to three in ten
                                                                                                                                                                  • 24% would pay more for adventurous flavours, particularly 16-34s and high earners
                                                                                                                                                                  • Attitudes towards Nuts and Popcorn

                                                                                                                                                                    • Health benefits of nuts are noted by about 80%
                                                                                                                                                                      • Figure 54: Attitudes towards nuts and popcorn, October 2015
                                                                                                                                                                    • Personalisation appeals to popcorn users
                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                        • Abbreviations
                                                                                                                                                                          • Consumer research methodology
                                                                                                                                                                            • Forecast Methodology
                                                                                                                                                                            • Appendix – Market Drivers

                                                                                                                                                                                • Figure 55: Trends in the age structure of the UK population, 2010-20
                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                                • Figure 56: Best- and worst-case forecasts for the total UK crisps, savoury snacks and nuts market, by value, 2015-20
                                                                                                                                                                                • Figure 57: Best- and worst-case forecasts for the total UK crisps, savoury snacks and nuts market, by volume, 2015-20
                                                                                                                                                                                • Figure 58: Best- and worst-case forecasts for the total UK crisps market, by value, 2015-20
                                                                                                                                                                                • Figure 59: Best- and worst-case forecasts for the total UK crisps market, by volume, 2015-20
                                                                                                                                                                                • Figure 60: Forecast of UK retail sales of crisps, by volume, 2010-20
                                                                                                                                                                                • Figure 61: Best- and worst-case forecasts for the total UK nuts market, by value, 2015-20
                                                                                                                                                                                • Figure 62: Best- and worst-case forecasts for the total UK nuts market, by volume, 2015-20
                                                                                                                                                                                • Figure 63: Forecast of UK retail sales of nuts, by volume, 2010-20
                                                                                                                                                                                • Figure 64: Best- and worst-case forecasts for the total UK savoury snacks* market, by value, 2015-20
                                                                                                                                                                                • Figure 65: Best- and worst-case forecasts for the total UK savoury snacks* market, by volume, 2015-20
                                                                                                                                                                                • Figure 66: Forecast of UK retail sales of savoury snacks*, by volume, 2010-20

                                                                                                                                                                            Companies Covered

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                                                                                                                                                                            Crisps, Savoury Snacks and Nuts - UK - January 2016

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