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Salty Snacks - Canada - February 2015

“As consumers snack during many diverse occasions, manufacturers will be tasked with meeting their varying need states. While some consumers look for healthier salty snacks, others like to indulge on various varieties and flavours and prefer taste above all else.”

- Andrew Zmijak, Consumer Behaviour and Social Media

This report covers the following areas:

  • Balancing the need for taste with the stated desire for healthier options
  • Mid-day is ground zero for salty snacks
  • Divergent pricing strategies for salty snacks
 

With retail sales of snack foods to continue to grow at a steady pace in the coming years, the salty snack industry in Canada will remain a healthy environment with room for niche market products/brands to evolve and grow.

Consumers’ routine purchase of many items in the salty snacks category, as well as the increased number of immigrants, the aging population and changing consumer preferences towards healthier products will help support the growth. Certain demographic groups prefer specific types of salty snacks, with age, household size, presence of children and household income shaping these consumer demands. Additionally, a faster pace of life for consumers will see an increased demand for on-the-go sized items with healthier options and re-sealable packaging in order to help meet the needs of the modern consumer.

The primary focus of this report will be based on the results of Mintel’s exclusive consumer research and focuses on salty snack usage patterns, consumption occasions, consumer attitudes, attributes and associations with salty snacks. As well, trends/innovations and profiles of major salty snacks brands in the Canadian market are explored.

 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market size and forecast
              • Canada’s salty snack market to see modest but steady growth in coming years
                • Figure 1: Forecast of Canada retail sales of salty snacks, by value, 2009-19
              • Market drivers
                • Canada’s population is expected to age in the coming years
                  • Figure 2: Projected trends in the age structure of the Canadian population, 2014-19
                • The consumer
                  • Nuts and potato chips are purchased most frequently by Canadians
                    • Figure 3: Salty snack usage, November 2014
                  • Mid-day snacking is a popular occasion
                    • Figure 4: Eating occasions for salty snacks, November 2014
                  • Salty snack consumers are looking for deals
                    • Figure 5: Attributes when purchasing salty snacks, November 2014
                  • When it comes to the perfect chip, crunchy is key
                    • Figure 6: The perfect chip attributes (any rank), November 2014
                  • Salty snack consumers have a health-conscious attitude
                    • Figure 7: Attitudes towards salty snacks, November 2014
                  • What we think
                  • Issues and Insights

                      • Balancing the need for taste with the stated desire for healthier options
                        • The facts
                          • The implications
                            • Mid-day is ground zero for salty snacks
                              • The facts
                                • The implications
                                  • Divergent pricing strategies for salty snacks
                                    • The facts
                                      • The implications
                                      • Trend Application

                                          • Factory Fear
                                            • Objectify
                                              • Hungry Planet
                                              • Market Drivers

                                                • Key points
                                                  • Economic overview
                                                    • IMF expects the Canadian economy to remain solid, but many risks remain
                                                      • Figure 8: Canada’s GDP, by quarter, Q1 2008-Q3 2014
                                                      • Figure 9: Household disposable incomes and savings in Canada, by quarter, Q1 2008-Q1 2014
                                                      • Figure 10: Canada’s unemployment rate, by gender, 2008-14
                                                    • Interest rates, inflation and exchange rates
                                                      • Figure 11: Inflation rates in Canada, 2004-14
                                                    • British Columbians have the highest net worth
                                                      • Figure 12: Canada median net worth, by province, 2012
                                                    • Household debt in Canada
                                                      • Demographic overview
                                                        • Population count and growth in Canada
                                                          • Figure 13: Share of population of Canada, by territory/province, 2014
                                                        • Canada’s population is expected to age in the coming years
                                                          • Figure 14: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                                                          • Figure 15: Projected trends in the age structure of the Canada population, 2014-19
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Health claims increasingly prevalent
                                                            • Figure 16: Percentage to total of salty snack launches in Canada, by claim category, 2010-14
                                                          • Popcorn product launches are plentiful
                                                            • Figure 17: Orville Redenbacher’s Gourmet Sweet & Salty Flavoured Kettlecorn
                                                            • Figure 18: President's Choice Caramel Cashew Popcorn Mix
                                                            • Figure 19: Spudniks Sweet and Salty Popcorn
                                                            • Figure 20: Western Family Sweet & Salty Microwave Popping Corn
                                                            • Figure 21: Indulge Gourmet Kettle Corn Sweet & Salty Popcorn
                                                            • Figure 22: Our Finest Wweet & Salty Kettle Corn
                                                            • Figure 23: Irresistibles Chocolate Drizzled Popcorn
                                                          • Chips, nuts and other non-popcorn snacks lack new product development in 2014
                                                            • Figure 24: Cape Cod Sea Salt & Vinegar Kettle Cooked Potato Chips
                                                            • Figure 25: Trophy Sweet ‘N Salty Party Tray
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Canada’s snack food market to see moderate to high growth
                                                              • Figure 26: Canada value sales for snack food, at current and constant prices, 2009-19
                                                              • Figure 27: Canada volume sales of snack food, 2009-19
                                                              • Figure 28: Forecast of Canada retail sales of salty snacks, by value, 2009-19
                                                              • Figure 29: Forecast of Canada retail sales of snacks, by volume, 2009-19
                                                            • Forecast methodology
                                                            • Market Segmentation and Share

                                                              • Key points
                                                                • Chips lead the way in sales and volume
                                                                  • Figure 30: Retail market segmentation, by value (m CAD), 2011-14
                                                                  • Figure 31: Retail market segmentation, by volume (000 tonnes), 2011-14
                                                                • PepsiCo a key market player in snacks
                                                                  • Figure 32: Company retail market share, by value (%), 2011-14
                                                                  • Figure 33: Company retail market share, by volume (%), 2011-14
                                                              • Companies and Products

                                                                • PepsiCo Inc.
                                                                  • Background and recent activity
                                                                    • Brand communication and promotion
                                                                      • Mondelēz International
                                                                        • Background and recent activity
                                                                          • Brand communication and promotion
                                                                            • Kellogg’s
                                                                              • Background and recent activity
                                                                                • Brand communication and promotion
                                                                                  • ConAgra Foods
                                                                                    • Background and recent activity
                                                                                      • Brand communication and promotion
                                                                                        • President’s Choice
                                                                                          • Old Dutch Foods
                                                                                            • Yum Yum
                                                                                            • The Consumer – Trends in Usage

                                                                                              • Key points
                                                                                                • Nuts and potato chips are purchased most frequently by Canadians
                                                                                                  • Figure 34: Salty snack usage, November 2014
                                                                                                  • Figure 35: Potato chips usage, by household (HH) size, November 2014
                                                                                                  • Figure 36: Potato chips and nut usage, by presence of children in household, November 2014
                                                                                                • Tortilla chips are likely a more specialized snack
                                                                                                  • Popcorn enjoyed by both genders
                                                                                                    • Chinese Canadians among most likely to buy cheese-flavoured snacks and pretzels
                                                                                                      • A third of Canadians have purchased fruit/vegetable chips or meat snacks
                                                                                                        • Over half of Canadians purchased over four types of salty snacks
                                                                                                          • Figure 37: Repertoire of salty snack usage, November 2014
                                                                                                      • The Consumer – Occasions for Eating Salty Snacks

                                                                                                        • Key points
                                                                                                          • Mid-day snacking a popular occasion
                                                                                                            • Figure 38: Eating occasions for salty snacks, November 2014
                                                                                                          • Chips are a popular mid-day snack, but also eaten on other occasions
                                                                                                            • Nuts are the main choice for snacking
                                                                                                              • Popcorn, pretzels and cheese are the obvious choice at the movies
                                                                                                                • Correspondence analysis
                                                                                                                  • Methodology
                                                                                                                    • Expansion into various occasions is key for salty snack brands
                                                                                                                      • Figure 39: Salty snack eating occasions, November 2014
                                                                                                                      • Figure 40: Correspondence analysis, November 2014
                                                                                                                  • The Consumer – Attributes When Purchasing Salty Snacks

                                                                                                                    • Key points
                                                                                                                      • Salty snack consumers are looking for deals
                                                                                                                        • Figure 41: Attributes when purchasing salty snacks, November 2014
                                                                                                                      • Health attributes more of a concern for over-65s
                                                                                                                        • Figure 42: Health attributes when purchasing salty snacks, by age group, November 2014
                                                                                                                    • The Consumer – Associations with the Perfect Chip

                                                                                                                      • Key points
                                                                                                                        • When it comes to the perfect chip, crunchy is key
                                                                                                                          • Figure 43: The perfect chip attributes (any rank), November 2014
                                                                                                                          • Figure 44: The perfect chip attributes (#1 ranked), November 2014
                                                                                                                        • Healthy characteristics key among Chinese and older Canadians
                                                                                                                        • The Consumer – Attitudes towards Salty Snacks

                                                                                                                          • Key points
                                                                                                                            • A health-conscious attitude among Canadian salty snack consumers
                                                                                                                              • Figure 45: Attitudes towards salty snacks, November 2014
                                                                                                                            • Concerns about nutrients and health exists among consumers
                                                                                                                              • Figure 46: Health/nutrient related attitudes towards salty snacks, November 2014
                                                                                                                            • Most consumers are flavour traditionalists
                                                                                                                              • Figure 47: Flavour/brand attitudes towards salty snacks, November 2014
                                                                                                                            • A quarter of consumer prefer indulgent salty snacks
                                                                                                                              • Figure 48: Indulging attitudes towards salty snacks, November 2014
                                                                                                                          • The Consumer – Salty Snacks and Chinese Canadians

                                                                                                                            • Key points
                                                                                                                              • Chinese Canadians show a high affinity for the category
                                                                                                                                • Chinese Canadians buy a wider range of salty snacks
                                                                                                                                  • Figure 49: Repertoire of salty snack usage, Chinese Canadians vs overall population, November 2014
                                                                                                                                • Salty snacks are consumed as regular snacks
                                                                                                                                  • Figure 50: Attitudes towards salty snacks (any agree): Chinese Canadians vs overall population, November 2014
                                                                                                                                  • Figure 51: Attributes when purchasing salty snacks: Chinese Canadians vs overall population, November 2014
                                                                                                                              • The Consumer – Target Groups

                                                                                                                                • Key points
                                                                                                                                  • Three target groups
                                                                                                                                    • Figure 52: Target groups, November 2014
                                                                                                                                  • The Health-Conscious Salty Snack Enthusiast (42%)
                                                                                                                                    • Economical Taste Lover (31%)
                                                                                                                                      • The Disengaged (27%)

                                                                                                                                      Companies Covered

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                                                                                                                                      Salty Snacks - Canada - February 2015

                                                                                                                                      US $3,995.00 (Excl.Tax)