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Salty Snacks: Chips, pretzels, snack nuts and seeds - US - March 2011

The salty snacks category is one of the most diverse in the consumer packaged goods industry, as it has a wide range of segments that appeal to a diverse audience. Today, sales of potato chips, tortilla chips, snack nuts, other salted snacks and pretzels generate total U.S. sales of some $18.8 billion making it one of the most important categories to retailers and manufacturers alike. While not entirely immune from recessionary pressures, it has held up better than many other categories because of its modest price point and perception as an affordable indulgence. Also, while consumers were denying themselves big-ticket items to help navigate the recent economic troubles, salty snacks are an affordable small indulgence.

This report takes an in-depth look at what has been driving the salty snacks category in 2010, and provides insights on the following topics that give an indication of what the future may look like for a category that is a major part of Americans’ lives:

  • In light of the recent recession, what has the category been doing to maintain its relevance with consumers who may not consider it a necessity?
  • What impact has the recession had on buying behavior and what can be expected post-economic recovery?
  • How have the major segments been faring of late and what are they doing to position themselves for any challenges ahead?
  • What kind of impact do outlet types have on the industry, and are there some that are gaining a greater share of the salty snacks category?
  • What has the industry been doing in light of media coverage focusing on America’s weight issues? What kind of promotional messaging can it use to educate consumers about how salty snacks can be a part of sensible eating?
  • What role does household income, gender, race/Hispanic origin and other demographic factors play in regard to the salty snacks category?
  • What impact has private label had on the category as shoppers look to stretch the family food budget, and how does that potentially impact the way manufacturers and retailers merchandise the salty snacks category?
  • Given how the category skews to a somewhat younger audience, what types of advertising/marketing strategies are manufacturers using with regard to social media, while not losing touch with those consumers who are not as active online?
  • What are the major market drivers and competitive threats to the category, and how effectively are manufacturers and retailers managing them?
  • What are the top companies and brands doing in terms of innovation to maintain their momentum?
  • What do consumers look for from salty snacks and how effectively are manufacturers developing products that are relevant to these shoppers?
  • What can salty snacks companies do to maintain and generate interest among consumers while standing out from other categories that are looking to increase their share of shoppers’ wallets?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Sales of chips, snack nuts/seeds, pretzels, and other salted snacks nearing $19 billion in total U.S.
                        • Population trends both favor and hinder market
                          • Competition coming from a variety of directions
                            • Potato chips still the largest segment despite slowdown in growth
                              • Tortilla chips slip in 2010 but still a major salty snack segment
                                • Innovation driving snack nuts/seeds segment
                                  • Smaller brands having big impact on “other” salted snack segment
                                    • Slower pretzel growth leaves segment in knots
                                      • Supermarkets account for largest share of potato chips, tortilla chips, snack nuts/seeds, other salty snacks and pretzels sales
                                        • Frito-Lay is the leading company for the report’s segments
                                          • Salty snacks—aggressive innovators
                                            • Big event advertising and social media key components of salty snacks marketing strategies
                                              • Consumer responses show popularity of potato chips is ageless
                                              • Insights and Opportunities

                                                • Pretzels as a meal
                                                  • Salty snacks with functional benefits
                                                    • Licensed products with pro and college teams
                                                      • Individual snack sizes with dips included
                                                        • Merchandising healthier snacks at fitness centers and schools
                                                          • Waking up to snacks?
                                                            • Packaging that converts into a bowl
                                                            • Inspire Insights

                                                                • Trend: A Simple Balance for Health
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Sales slowdown may be a reflection of growing heath concerns
                                                                      • Figure 1: Total U.S. retail sales of potato chips, tortilla chips, snack nuts and seeds, pretzels, and other* salty snacks, at current prices, 2005-15
                                                                      • Figure 2: Total U.S. retail sales of potato chips, tortilla chips, snack nuts and seeds, pretzels, and other* salty snacks, at inflation-adjusted prices, 2005-15
                                                                    • Fan chart forecast
                                                                        • Figure 3: Fan chart forecast of total U.S. retail sales of potato chips, tortilla chips, snack nuts and seeds, pretzels, and other* salty snacks, at current prices, 2005-15
                                                                      • Walmart sales
                                                                      • Market Drivers

                                                                          • Key points
                                                                            • Asian and Hispanic population growth favors salty snacks
                                                                              • Figure 4: Population, by race and Hispanic origin, 2006-16
                                                                            • Growing popularity of food rating systems will favor healthier salty snacks
                                                                              • Aging population not in salty snacks’ favor
                                                                                • Figure 5: U.S. Population, by age, 2006-16
                                                                              • Number of households with children decreasing could lower purchase occasions
                                                                                • Figure 6: Households, by presence of children, 1999-2009
                                                                              • Corn prices potentially causing bushels of trouble with pricing
                                                                              • Competitive Context

                                                                                  • Key points
                                                                                    • Desire to eat better makes fruits/vegetables a healthy alternative to salty snacks
                                                                                      • Snack/cereal/energy bars have been more innovative
                                                                                        • Salty snack segments compete amongst themselves
                                                                                          • Quick-service Restaurants’ (QSRs) aggressive pricing eating into salty snack usage occasions
                                                                                            • Frozen appetizers/snack rolls could chill salty snack sales
                                                                                              • Figure 7: FDMx sales and forecast of frozen appetizers/snack rolls, 2005-15
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Potato chips crunch other segments with large sales and share gains
                                                                                                • Figure 8: Total U.S. retail sales of potato chips, tortilla chips, snack nuts and seeds, pretzels, and other* salty snacks, by segment, 2008 and 2010
                                                                                            • Segment Performance—Potato Chips

                                                                                              • Key points
                                                                                                • Dip in potato chips’ growth
                                                                                                  • Sales and forecast—potato chips
                                                                                                    • Figure 9: Total U.S. retail sales and forecast of potato chips, at current prices, 2005-15
                                                                                                • Segment Performance—Tortilla Chips

                                                                                                  • Key points
                                                                                                    • Authentic and natural approach may help reverse recent sales decline
                                                                                                      • Sales and forecast—tortilla chips
                                                                                                        • Figure 10: Total U.S. retail sales and forecast of tortilla chips, at current prices, 2005-15
                                                                                                    • Segment Performance—Snack Nuts and Seeds

                                                                                                      • Key points
                                                                                                        • Innovation has consumers nuts about this segment
                                                                                                          • Sales and forecast—snack nuts and seeds
                                                                                                            • Figure 11: Total U.S. retail sales and forecast of snack nuts and seeds, at current prices, 2005-15
                                                                                                        • Segment Performance—Other Salted Snacks

                                                                                                            • Key points
                                                                                                              • Small brands have big impact on segment’s fortunes
                                                                                                                • Sales and forecast—other salted snacks
                                                                                                                  • Figure 12: Total U.S. retail sales and forecast of other* salted snacks, at current prices, 2005-15
                                                                                                              • Segment Performance—Pretzels

                                                                                                                • Key points
                                                                                                                  • Pretzels somewhat of an afterthought in salty snacks
                                                                                                                    • Sales and forecast—pretzels
                                                                                                                      • Figure 13: Total U.S. retail sales and forecast of pretzels, at current prices, 2005-15
                                                                                                                  • Retail Channels

                                                                                                                    • Key points
                                                                                                                      • Shoppers tuned to other channels for snacking purchases
                                                                                                                        • Figure 14: Total U.S. retail sales of potato chips, tortilla chips, snack nuts and seeds, pretzels, and other* salty snacks, by retail channel, 2008 and 2010
                                                                                                                    • Retail Channels—Supermarkets

                                                                                                                      • Key points
                                                                                                                        • Growth slows but supermarkets still hitting new highs
                                                                                                                          • Figure 15: Supermarket sales of potato chips, tortilla chips, snack nuts and seeds, pretzels, and other* salty snacks, at current prices, 2005-10
                                                                                                                      • Retail Channels—Other Channels

                                                                                                                        • Key points
                                                                                                                          • Dollar stores helping other channels generate big bucks
                                                                                                                            • Figure 16: Sales of potato chips, tortilla chips, snack nuts and seeds, pretzels, and other* salty snacks, at other channels**, at current prices, 2005-10
                                                                                                                        • Retail Channels—Convenience Stores

                                                                                                                          • Key points
                                                                                                                            • Convenience stores need to recharge salty snack sales
                                                                                                                              • Figure 17: Sales of potato chips, tortilla chips, snack nuts and seeds, pretzels, and other* salty snacks, at
                                                                                                                          • Retail Channels—Natural Supermarkets

                                                                                                                            • Key points
                                                                                                                              • Insights
                                                                                                                                • Sales of savory snacks—chips, pretzels, nuts and seeds—in the natural channel
                                                                                                                                  • Figure 18: Natural supermarket sales of chips, pretzels, nuts and seeds, at current prices, 2008-10*
                                                                                                                                  • Figure 19: Natural supermarket sales of chips, pretzels, nuts and seeds, at inflation-adjusted prices, 2008-10*
                                                                                                                                • Natural channel sales by segment
                                                                                                                                  • Figure 20: Natural supermarket sales of chips, pretzels, nuts and seeds, by segment, 2008 and 2010*
                                                                                                                                • Natural channel sales by organic content
                                                                                                                                  • Figure 21: Natural supermarket sales of chips, pretzels, nuts and seeds, by organic content, 2008 and 2010*
                                                                                                                                • Natural channel sales by gluten-free
                                                                                                                                  • Figure 22: Natural supermarket sales of chips and pretzels, by gluten-free, 2008 and 2010*
                                                                                                                              • Leading Companies

                                                                                                                                • Key points
                                                                                                                                  • Frito-Lay leads the way both in sales and emphasizing healthier products
                                                                                                                                    • “Other” brands show greatest sales growth and share gain
                                                                                                                                      • Figure 23: FDMx sales of leading chip, pretzel, snack nut and seed, “other salted snacks” companies, 2009 and 2010
                                                                                                                                  • Brand Share—Potato Chips

                                                                                                                                    • Key points
                                                                                                                                      • Most of Frito-Lay’s potato chip brands not broken
                                                                                                                                        • Line extensions proving more popular than entirely new brands
                                                                                                                                          • P&G looking to cash in its chips?
                                                                                                                                            • Figure 24: FDMx manufacturer and brand sales of potato chips in the U.S., 2009 and 2010
                                                                                                                                        • Brand Share—Tortilla Chips

                                                                                                                                          • Key points
                                                                                                                                            • Majority of Frito-Lay’s major brands losing traction
                                                                                                                                              • Tough economy not enough to boost private label
                                                                                                                                                • “Other” companies gaining from focus on authentic flavors and fun
                                                                                                                                                  • Figure 25: FDMx manufacturer and brand sales of tortilla chips in the U.S., 2009 and 2010
                                                                                                                                              • Brand Share—Snack Nuts and Seeds (Including Corn Nuts)

                                                                                                                                                • Key points
                                                                                                                                                  • Private label finds snack nuts tough to crack despite leadership position
                                                                                                                                                    • Diamond Foods shines with largest sales gain
                                                                                                                                                      • Marketing of “paramount” importance to Wonderful Pistachios brand
                                                                                                                                                        • Figure 26: FDMx manufacturer and brand sales of snack nuts and seeds in the U.S., 2009 and 2010
                                                                                                                                                    • Brand Share—Other Salted Snacks

                                                                                                                                                      • Key points
                                                                                                                                                        • Collection of salty snack products adds up to big sales
                                                                                                                                                          • SunChips making noise for all the wrong reasons
                                                                                                                                                            • Figure 27: FDMx manufacturer and brand sales of other salty snacks in the U.S., 2009 and 2010
                                                                                                                                                        • Brand Share—Pretzels

                                                                                                                                                          • Key points
                                                                                                                                                            • Snyder’s of Hanover trades on strong regional support
                                                                                                                                                              • Frito-Lay not lying down in second place
                                                                                                                                                                • Figure 28: FDMx manufacturer and brand sales of pretzels in the U.S., 2009 and 2010
                                                                                                                                                            • Innovations and Innovators

                                                                                                                                                              • Key points
                                                                                                                                                                • New product launch trends
                                                                                                                                                                  • Snack/cereal/energy bars fuel launches
                                                                                                                                                                    • Figure 29: Number of snack launches, by type, 2005-10
                                                                                                                                                                  • Chips are far from down in terms of flavor-based launches
                                                                                                                                                                    • Figure 30: Top 10 claims on chips launches, 2005-10
                                                                                                                                                                  • Pretzel manufacturers more conservative in scope and number of flavor-based launches
                                                                                                                                                                    • Figure 31: Top 10 claims on pretzels launches, 2005-10
                                                                                                                                                                  • New product highlights
                                                                                                                                                                    • Chips
                                                                                                                                                                      • Pretzels
                                                                                                                                                                        • Snack nuts
                                                                                                                                                                          • Seeds
                                                                                                                                                                          • Marketing Strategies

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Marketing and social media
                                                                                                                                                                                • Major salty snack brands invest heavily in marketing
                                                                                                                                                                                  • Kraft integrates social media and traditional TV ad to maximize Super Bowl impact
                                                                                                                                                                                    • Facebook a key component of salty snacks marketing
                                                                                                                                                                                      • TV advertising
                                                                                                                                                                                        • Planters goes the distance in ‘tree-athalon’
                                                                                                                                                                                          • Figure 32: Planters nut-rition mix, TV ad, December 2010
                                                                                                                                                                                        • Pringles ‘pops off’ at SunChips
                                                                                                                                                                                          • Figure 33: Pringles multigrain, TV ad, July 2010
                                                                                                                                                                                        • Doritos transforms the everyday
                                                                                                                                                                                          • Figure 34: Doritos late night cheeseburger, TV ad, October 2010
                                                                                                                                                                                        • Lay’s made by a chef?
                                                                                                                                                                                          • Figure 35: Lay’s natural potato chips, TV ad, January 2011
                                                                                                                                                                                      • Salty Snack Purchase

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Salty snacks purchases in supermarkets and mass merchandisers crunches other outlets
                                                                                                                                                                                              • Figure 36: Frequency of buying salty snacks at specific types of retailer, November 2010
                                                                                                                                                                                            • Multipack/bulk purchases have slight edge over single packs
                                                                                                                                                                                              • Figure 37: Purchase of salty snacks in single pack vs. multipack/bulk, by key demographics, November 2010
                                                                                                                                                                                          • Reasons for Buying Salty Snacks

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Single-pack buyers looking for quick salty snacks fix
                                                                                                                                                                                                  • Figure 38: Reasons for buying salty snacks—to eat now, later, for others, by age, November 2010
                                                                                                                                                                                                  • Figure 39: Reasons for buying salty snacks—to eat now, later, for others, by household income, November 2010
                                                                                                                                                                                                  • Figure 40: Reasons for buying salty snacks—to eat now, later, for others, by marital status, November 2010
                                                                                                                                                                                                  • Figure 41: Reasons for buying salty snacks—to eat now, later, for others, by number of people in household, November 2010
                                                                                                                                                                                                  • Figure 42: Reasons for buying salty snacks—to eat now, later, for others, by employment groups, November 2010
                                                                                                                                                                                                • Salty snacks stock rated a buy for at home use
                                                                                                                                                                                                  • Figure 43: Reasons for buying salty snacks—stock at home/work, take to work/school, by age, November 2010
                                                                                                                                                                                                  • Figure 44: Reasons for buying salty snacks—stock at home/work, take to work/school, by household income, November 2010
                                                                                                                                                                                                  • Figure 45: Reasons for buying salty snacks—stock at home/work, take to work/school, by number of people in household, November 2010
                                                                                                                                                                                                  • Figure 46: Reasons for buying salty snacks—stock at home/work, take to work/school, by presence and number of children, November 2010
                                                                                                                                                                                              • Factors Impacting Choice and Purchase

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Survey respondents play favorites when it comes to salty snacks
                                                                                                                                                                                                      • Figure 47: Important factors when choosing chips and salty snacks, November 2010
                                                                                                                                                                                                    • Consumer responses suggest salty snacks fairly recession proof
                                                                                                                                                                                                      • Figure 48: Impact of the recession on amount of salty snacks bought, by age, November 2010
                                                                                                                                                                                                      • Figure 49: Impact of the recession on amount of salty snacks bought, by household income, November 2010
                                                                                                                                                                                                      • Figure 50: Impact of the recession on amount of salty snacks bought, by presence and number of children, November 2010
                                                                                                                                                                                                      • Figure 51: Impact of the recession on amount of salty snacks bought, by urban status, November 2010
                                                                                                                                                                                                      • Figure 52: Impact of the recession on amount of salty snacks bought, by education, November 2010
                                                                                                                                                                                                    • More at-home time increasing salty snacks sales
                                                                                                                                                                                                      • Figure 53: Reasons for buying more salty snacks as a result of the recession, November 2010
                                                                                                                                                                                                      • Figure 54: Reasons for buying fewer salty snacks as a result of the recession, November 2010
                                                                                                                                                                                                  • Types of Salty Snacks Eaten—Chips, Pretzels, Nuts and Seeds, and Other Salted Snacks

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Potato chips sees little dip across age groups
                                                                                                                                                                                                        • Figure 55: Types of chips, pretzels, nuts and seeds and other salted snacks eaten, by age, July 2009-Sept. 2010
                                                                                                                                                                                                        • Figure 56: Types of salty snacks eaten, by household income, July 2009-Sept. 2010
                                                                                                                                                                                                        • Figure 57: Types of salty snacks eaten, by presence of children, July 2009-September 2010
                                                                                                                                                                                                    • The Potato Chip Consumer

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Lay’s brand and line extension plugged in to consumers’ tastes
                                                                                                                                                                                                            • Figure 58: Brands of potato chips eaten, by age, July 2009-September 2010
                                                                                                                                                                                                            • Figure 59: Brands of potato chips eaten, by household income, July 2009-September 2010
                                                                                                                                                                                                          • Low-fat/fat-free potato chips allow consumers to weigh in on segment
                                                                                                                                                                                                            • Figure 60: Cross tabulation of types of potato chips eaten, July 2009-September 2010
                                                                                                                                                                                                          • Cajun potato chip consumers jazz up entire segment
                                                                                                                                                                                                            • Figure 61: Cross tabulation of flavors of potato chips eaten, July 2009-Sept 2010
                                                                                                                                                                                                        • The Pretzel Consumer

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Varieties of pretzels has segment tied up in knots
                                                                                                                                                                                                              • Figure 62: Cross tabulation of brands of pretzels eaten, part 1, July 2009 Sept. 2010
                                                                                                                                                                                                              • Figure 63: Cross tabulation of brands of pretzels eaten, part 2, July 2009-September 2010
                                                                                                                                                                                                              • Figure 64: Brands of pretzels eaten, by age, July 2009-September 2010
                                                                                                                                                                                                              • Figure 65: Brands of pretzels eaten, by household income, July 2009-September 2010
                                                                                                                                                                                                              • Figure 66: Brands of pretzels eaten, by region, July 2009-Sept 2010
                                                                                                                                                                                                            • Salt is the spice of life when it comes to pretzels
                                                                                                                                                                                                              • Figure 67: Cross tabulation of salted vs. unsalted pretzels eaten, July 2009-Sept 2010
                                                                                                                                                                                                              • Figure 68: Salted vs. unsalted pretzels eaten, by region, July 2009-September 2010
                                                                                                                                                                                                          • Who Eats What and Factors Impacting Choice

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Potato chip bag likely passed throughout household
                                                                                                                                                                                                                • Figure 69: Who in household eats each type of salty snack, November 2010
                                                                                                                                                                                                              • Salty snacks feel at home with respondents
                                                                                                                                                                                                                • Figure 70: Occasions when respondent personally eats each type of salty snack, November 2010
                                                                                                                                                                                                                • Figure 71: Occasions when respondent personally eats each type of salty snack in home vs. out of home summary, November 2010
                                                                                                                                                                                                              • Brands making a ‘name’ for themselves in salty snacks
                                                                                                                                                                                                                • Figure 72: Incidence of buying name brand or store brand for each type of salty snack, November 2010
                                                                                                                                                                                                              • Salty snacks must demonstrate good taste
                                                                                                                                                                                                                • Figure 73: Impact of health, taste and price considerations on the purchase of each type of salty snack, November 2010
                                                                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Reasons for buying
                                                                                                                                                                                                                  • Figure 74: Reasons for buying salty snacks—to eat now, later, for others, by race/Hispanic origin, November 2010
                                                                                                                                                                                                                  • Figure 75: Reasons for buying salty snacks—stock at home/work, take to work/school, by race/Hispanic origin, November 2010
                                                                                                                                                                                                                • Impact of recession
                                                                                                                                                                                                                  • Figure 76: Impact of the recession on amount of salty snacks bought, by race/Hispanic origin, November 2010
                                                                                                                                                                                                                • Types and brands eaten
                                                                                                                                                                                                                  • Figure 77: Types of salty snacks eaten, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                                                                  • Figure 78: Brands of potato chips eaten, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                                                                  • Figure 79: Brands of pretzels eaten, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                                                                  • Figure 80: Salted vs. unsalted pretzels eaten, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Reasons for buying
                                                                                                                                                                                                                    • Figure 81: Reasons for buying salty snacks—to eat now, later, for others, by gender and children, November 2010
                                                                                                                                                                                                                    • Figure 82: Reasons for buying salty snacks—to eat now, later, for others, by gender and age group, November 2010
                                                                                                                                                                                                                    • Figure 83: Reasons for buying salty snacks—stock at home/work, take to work/school, by gender and household income, November 2010
                                                                                                                                                                                                                    • Figure 84: Reasons for buying salty snacks—stock at home/work, take to work/school, by gender and age group, November 2010
                                                                                                                                                                                                                  • Impact of recession
                                                                                                                                                                                                                    • Figure 85: Impact of the recession on amount of salty snacks bought, by marital status and children, November 2010
                                                                                                                                                                                                                    • Figure 86: Impact of the recession on amount of salty snacks bought, by race and age group, November 2010
                                                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                                                    • Full A-Salts
                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                            • Chippers
                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                    • Low Snacks
                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                                                                              • Figure 87: Salty snack clusters, November 2010
                                                                                                                                                                                                                                              • Figure 88: Types of chips, pretzels, nuts and seeds and other salted snacks personally eaten, by salty snack clusters, November 2010
                                                                                                                                                                                                                                              • Figure 89: Important factors when choosing chips and salty snacks, by salty snack clusters, November 2010
                                                                                                                                                                                                                                              • Figure 90: Impact of health, taste and price considerations on the purchase of salty snacks, by salty snack clusters, November 2010
                                                                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                                                                              • Figure 91: Salty snack clusters, by gender, November 2010
                                                                                                                                                                                                                                              • Figure 92: Salty snack clusters, by age group, November 2010
                                                                                                                                                                                                                                              • Figure 93: Salty snack clusters, by household income, November 2010
                                                                                                                                                                                                                                              • Figure 94: Salty snack clusters, by race, November 2010
                                                                                                                                                                                                                                              • Figure 95: Salty snack clusters, by Hispanic origin, November 2010
                                                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                                                            • IRI/Builders Panel—Key Household Purchase Measures

                                                                                                                                                                                                                                                • Overview
                                                                                                                                                                                                                                                  • Potato chips
                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures – potato chips
                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                        • Figure 96: Brand map, selected brands of potato chips buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                          • Figure 97: Key purchase measures for the top brands of potato chips, by household penetration, 2010*
                                                                                                                                                                                                                                                        • Tortilla chips
                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures – tortilla chips
                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                              • Figure 98: Brand map, selected brands of tortilla chips buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                • Figure 99: Key purchase measures for the top brands of tortilla chips, by household penetration, 2010*
                                                                                                                                                                                                                                                              • Pretzels
                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures – pretzels
                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                    • Figure 100: Brand map, selected brands of pretzels buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                      • Figure 101: Key purchase measures for the top brands of pretzels, by household penetration, 2010*
                                                                                                                                                                                                                                                                    • Snack nuts
                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures – snack nuts
                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                          • Figure 102: Brand map, selected brands of snack nuts, by household penetration, 2010*
                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                            • Figure 103: Key purchase measures for the top brands of snack nuts, by household penetration, 2010*
                                                                                                                                                                                                                                                                          • Sunflower/pumpkin seeds
                                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures – sunflower/pumpkin seeds
                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                • Figure 104: Brand map, selected brands of sunflower/pumpkin seeds buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                  • Figure 105: Key purchase measures for the top brands of sunflower/pumpkin seeds, by household penetration, 2010*
                                                                                                                                                                                                                                                                              • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                • Reasons for buying
                                                                                                                                                                                                                                                                                  • Figure 106: Reasons for buying salty snacks—to eat now, later, for others, by gender, November 2010
                                                                                                                                                                                                                                                                                  • Figure 107: Reasons for buying salty snacks—to eat now, later, for others, by presence and number of children, November 2010
                                                                                                                                                                                                                                                                                  • Figure 108: Reasons for buying salty snacks—stock at home/work, take to work/school, by gender, November 2010
                                                                                                                                                                                                                                                                                • Impact of recession
                                                                                                                                                                                                                                                                                  • Figure 109: Impact of the recession on amount of salty snacks bought, by marital status, November 2010
                                                                                                                                                                                                                                                                                  • Figure 110: Impact of the recession on amount of salty snacks bought, by employment status, November 2010
                                                                                                                                                                                                                                                                                • Types eaten
                                                                                                                                                                                                                                                                                  • Figure 111: Types of salty snacks eaten, by number of people in household, July 2009-September 2010
                                                                                                                                                                                                                                                                                  • Figure 112: Salted vs. unsalted pretzels eaten, by age, July 2009-September 2010
                                                                                                                                                                                                                                                                                • Bagel chips
                                                                                                                                                                                                                                                                                  • Figure 113: Occasions when respondent personally eats bagel chips, by key demographics, November 2010
                                                                                                                                                                                                                                                                                • Crackers
                                                                                                                                                                                                                                                                                  • Figure 114: Occasions when respondent personally eats crackers, by key demographics, November 2010
                                                                                                                                                                                                                                                                                • Fruit chips
                                                                                                                                                                                                                                                                                  • Figure 115: Occasions when respondent personally eats fruit chips, by key demographics, November 2010
                                                                                                                                                                                                                                                                                • Kettle chips
                                                                                                                                                                                                                                                                                  • Figure 116: Occasions when respondent personally eats kettle chips, by key demographics, November 2010
                                                                                                                                                                                                                                                                                • Pita chips
                                                                                                                                                                                                                                                                                  • Figure 117: Occasions when respondent personally eats pita chips, by key demographics, November 2010
                                                                                                                                                                                                                                                                                • Pretzels
                                                                                                                                                                                                                                                                                  • Figure 118: Occasions when respondent personally eats pretzels, by key demographics, November 2010
                                                                                                                                                                                                                                                                                • Regular potato chips
                                                                                                                                                                                                                                                                                  • Figure 119: Occasions when respondent personally eats regular potato chips, by key demographics, November 2010
                                                                                                                                                                                                                                                                                • Snack nuts and seeds
                                                                                                                                                                                                                                                                                  • Figure 120: Occasions when respondent personally eats snack nuts and seeds, by key demographics, November 2010
                                                                                                                                                                                                                                                                                • Tortilla chips
                                                                                                                                                                                                                                                                                  • Figure 121: Occasions when respondent personally eats tortilla chips, by key demographics, November 2010
                                                                                                                                                                                                                                                                                • Vegetable chips
                                                                                                                                                                                                                                                                                  • Figure 122: Occasions when respondent personally eats vegetable chips, by key demographics, November 2010
                                                                                                                                                                                                                                                                                • Wholegrain chips
                                                                                                                                                                                                                                                                                  • Figure 123: Occasions when respondent personally eats wholegrain chips, by key demographics, November 2010
                                                                                                                                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                                • 7-Eleven (North America)
                                                                                                                                                                                                                                                                                • Auntie Anne's, Inc.
                                                                                                                                                                                                                                                                                • Blue Diamond Growers
                                                                                                                                                                                                                                                                                • Bureau of Economic Analysis
                                                                                                                                                                                                                                                                                • Cape Cod Potato Chip Company, The
                                                                                                                                                                                                                                                                                • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                                • Diamond Foods, Inc.
                                                                                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                                                                                • Family Dollar Stores, Inc
                                                                                                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                                                                                                • Food Marketing Institute
                                                                                                                                                                                                                                                                                • Food Products Association
                                                                                                                                                                                                                                                                                • Fresh & Easy
                                                                                                                                                                                                                                                                                • Frito-Lay, Inc
                                                                                                                                                                                                                                                                                • General Mills Inc
                                                                                                                                                                                                                                                                                • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                                                                • Herr Foods Inc.
                                                                                                                                                                                                                                                                                • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                                                                                                                                • Kettle Foods, Inc.
                                                                                                                                                                                                                                                                                • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                • Lance Inc.
                                                                                                                                                                                                                                                                                • Major League Baseball
                                                                                                                                                                                                                                                                                • Mariani Packing Company
                                                                                                                                                                                                                                                                                • McDonald's U.S.A.
                                                                                                                                                                                                                                                                                • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                                                                • Nestlé USA
                                                                                                                                                                                                                                                                                • Paramount Farms, Inc.
                                                                                                                                                                                                                                                                                • PepsiCo Inc
                                                                                                                                                                                                                                                                                • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                                                                                • Quaker
                                                                                                                                                                                                                                                                                • Research In Motion (USA)
                                                                                                                                                                                                                                                                                • Roll International Corporation
                                                                                                                                                                                                                                                                                • Sargento Foods Inc.
                                                                                                                                                                                                                                                                                • Snack Food Association (SFA)
                                                                                                                                                                                                                                                                                • Snyder's of Hanover
                                                                                                                                                                                                                                                                                • Sunkist Growers, Inc.
                                                                                                                                                                                                                                                                                • Target Corporation
                                                                                                                                                                                                                                                                                • TGI Friday's
                                                                                                                                                                                                                                                                                • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                • US Department of Commerce
                                                                                                                                                                                                                                                                                • Utz Quality Foods Inc.
                                                                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                • Whole Foods Market Inc
                                                                                                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                                                                                                Salty Snacks: Chips, pretzels, snack nuts and seeds - US - March 2011

                                                                                                                                                                                                                                                                                £2,684.63 (Excl.Tax)