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Salty Snacks: Popcorn, cheese, corn and meat snacks - US - April 2011

Within the overall salty snacks category, popcorn, cheese snacks, meat snacks and corn snacks are among the smaller segments. Nonetheless, they still collectively generated nearly $5 billion in total 2010 U.S. sales. Moreover, with the exception of corn snacks, annual sales for each of the other segments in the report exceed $1 billion, so small is a relative term. What makes this achievement more impressive is that it has occurred during one of the more difficult economic periods in U.S. history. Although not entirely immune to the recession, these salty snack segments have a price point that makes them an affordable indulgence or cost-effective snack.

This report offers analysis of how the salty snacks category performed in 2010 and provides insights on critical topics that could hold the key to success or failure. The snacking industry is not only a major part of Americans’ lives, but is a key source of revenue for retailers and manufacturers alike. With this in mind, the report addresses the following topics:

  • Given the struggling economy, what has the category been doing to maintain consumer loyalty when shoppers have lots of food options to choose from?
  • What factors have had the greatest influence on individual segment performance, and what are manufacturers doing to manage current and future challenges?
  • Considering all of the media coverage regarding obesity issues, what are manufacturers doing to educate consumers regarding how they can still enjoy snacking sensibly and incorporate fun-for-you products into their diets?
  • Although the snack industry is perceived as being fairly recession-proof, what role do household income, gender, race/Hispanic origin and other demographic factors play in its sales performance?
  • Have private label manufacturers been able to effectively leverage economic concerns to increase their share of the snacking business? What are name brand companies doing to convince recession-wary consumers that their products are worth paying for?
  • What kind of marketing strategies and tools are manufacturers using to connect with their target audiences? What role does social media and other online initiatives play in how salty snacks are marketed?
  • Who are the top companies and how are their major brands performing? What are they doing in terms of innovation to address consumers’ ever-changing needs?
  • What differences and similarities are there among consumers across salty snack segments and how can they be leveraged to maximize sales opportunities?
  • What can be learned from consumers’ buying behavior and how are manufacturers using this information to maintain relevance to shoppers who are confronted by an increasing number of products and shopping formats?

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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 popcorn, cheese snacks, meat snacks, and corn snacks near all-time high despite slight decline in 2010
                        • Population trends both favor and hinder market
                          • Competition coming from a variety of directions
                            • Popcorn segment dealing with reports regarding product safety
                              • Cheese snacks eke out small growth
                                • Meat snacks’ success connected with Jack Link’s and other key brands
                                  • Corn snacks weighed down by poor performance of big brands
                                    • Supermarkets appear to have benefited from recession
                                      • “Other” channels down but far from out
                                        • Convenience stores continue strong growth pattern
                                          • Growth comes naturally for natural supermarkets
                                            • Frito-Lay product portfolio’s diversity paying off
                                              • Innovation a key factor in salty snacks market
                                                • Marketing strategies embrace traditional as well as online
                                                  • Snacking consumption more prevalent among under-54s, higher earners and larger households
                                                  • Insights and Opportunities

                                                    • Co-branding with complementary brands
                                                      • Cross-promoting with Netflix or other movie providers
                                                        • All-in-one popcorn bags and bowls
                                                          • Popcorn and meat snacks as meal replacements
                                                            • Developing premium private label snack brands
                                                              • Branded snacking shops
                                                              • Inspire Insights

                                                                  • Inspire Trend: “Mood From Food”
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Sales near all-time high despite slight drop in 2010
                                                                        • Sales and forecast—total salty snacks
                                                                          • Figure 1: Total U.S. sales and forecast of popcorn, cheese snacks, meat snacks, and corn snacks, at current prices, 2005-15
                                                                          • Figure 2: Total U.S. sales and forecast of popcorn, cheese snacks, meat snacks, and corn snacks, at inflation-adjusted prices, 2005-15
                                                                        • Fan chart forecast
                                                                            • Figure 3: Fan chart forecast of total U.S. retail sales of popcorn, cheese, corn, meat and other* 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
                                                                                                  • Consumers show willingness to spend on snacks
                                                                                                    • Figure 8: Total U.S. sales and forecast of popcorn, cheese snacks, meat snacks, and corn snacks, by segment, 2008 and 2010
                                                                                                • Segment Performance—Popcorn

                                                                                                  • Key points
                                                                                                    • Possible health concerns putting scare into sales
                                                                                                      • Sales and forecast—popcorn
                                                                                                        • Figure 9: total U.S. sales and forecast of popcorn, at current prices, 2005-15
                                                                                                    • Segment Performance—Extruded Cheese Snacks

                                                                                                      • Key points
                                                                                                        • Segment sales up slightly but losing momentum
                                                                                                          • Sales and forecast—extruded cheese snacks
                                                                                                            • Figure 10: Total U.S. sales and forecast of extruded cheese snacks, at current prices, 2005-15
                                                                                                        • Segment Performance—Meat Snacks

                                                                                                          • Key points
                                                                                                            • Meat snacks segment has reason to feel bullish
                                                                                                              • Sales and forecast—meat snacks
                                                                                                                • Figure 11: Total U.S. sales and forecast of meat snacks, at current prices, 2005-15
                                                                                                            • Segment Performance—Corn Snacks

                                                                                                              • Key points
                                                                                                                • Big brands not carrying their weight
                                                                                                                  • Sales and forecast—corn snacks
                                                                                                                    • Figure 12: Total U.S. sales and forecast of corn snacks, at current prices, 2005-15
                                                                                                                • Retail Channels

                                                                                                                  • Key points
                                                                                                                    • Supermarkets continue to grapple with shopper defections
                                                                                                                      • Convenience stores gain at the expense of other formats
                                                                                                                        • Figure 13: Total U.S. retail sales of popcorn, cheese snacks, meat snacks, and corn snacks, by retail channel, 2008 and 2010
                                                                                                                    • Retail Channels—Supermarkets

                                                                                                                      • Key points
                                                                                                                        • Supermarkets fared best during height of recession
                                                                                                                          • Figure 14: Sales of popcorn, cheese snacks, meat snacks, and corn snacks, at supermarkets, at current prices, 2005-10
                                                                                                                      • Retail Channels—“Other” Channels

                                                                                                                        • Key points
                                                                                                                          • Despite sales dip, “other” channels remain near all-time highs
                                                                                                                            • Figure 15: Sales of popcorn, cheese snacks, meat snacks, and corn snacks, at other channels*, at current prices, 2005-10
                                                                                                                        • Retail Channels—Convenience Stores

                                                                                                                          • Key points
                                                                                                                            • Convenience stores continue winning ways
                                                                                                                              • Figure 16: Sales of popcorn, cheese snacks, meat snacks, and corn snacks, at convenience stores, at current prices, 2005-10
                                                                                                                          • Retail Channels—Natural Supermarkets

                                                                                                                            • Key points
                                                                                                                              • Insights
                                                                                                                                • Sales of salty snacks—popcorn, cheese, corn and meat snacks—in the natural channel
                                                                                                                                  • Figure 17: Natural supermarket sales of popcorn, cheese, corn and meat snacks, at current prices, 2008-10*
                                                                                                                                  • Figure 18: Natural supermarket sales of popcorn, cheese, corn and meat snacks, at inflation-adjusted prices, 2008-10*
                                                                                                                                • Natural channel sales by segment
                                                                                                                                  • Figure 19: Natural supermarket sales of popcorn, cheese, corn and meat snacks, by segment, 2008 and 2010*
                                                                                                                                • Leading natural brands
                                                                                                                                  • Natural channel sales by organic content
                                                                                                                                    • Figure 20: Natural supermarket sales of popcorn, cheese, corn and meat snacks, by organic content, 2008 and 2010*
                                                                                                                                  • Natural channel sales by gluten-free
                                                                                                                                    • Figure 21: Natural supermarket sales of popcorn, cheese, corn and meat snacks, by gluten-free, 2008 and 2010*
                                                                                                                                • Leading Companies

                                                                                                                                  • Key points
                                                                                                                                    • PepsiCo’s diverse product portfolio makes it the clear leader
                                                                                                                                      • Figure 22: FDMx sales of leading popcorn, cheese, corn and meat and other snacks companies, 2009 and 2010
                                                                                                                                  • Brand Share—Popcorn

                                                                                                                                    • Key points
                                                                                                                                      • Few brands seeing pop in sales
                                                                                                                                        • ConAgra Foods remains segment leader despite sales decline
                                                                                                                                          • Figure 23: FDMx brand sales of popcorn in the U.S., 2009 and 2010
                                                                                                                                      • Brand Share—Extruded Cheese Snacks

                                                                                                                                        • Key points
                                                                                                                                          • Frito-Lay looks to innovation to maintain its dominant position
                                                                                                                                            • Figure 24: FDMx brand sales of extruded cheese snacks in the U.S., 2009 and 2010
                                                                                                                                        • Brand Share—Meat Snacks

                                                                                                                                          • Key points
                                                                                                                                            • Top manufacturers posting strong gains fuel growth
                                                                                                                                              • Frito-Lay connects with Link Industries to maintain meat snacks presence
                                                                                                                                                • Figure 25: FDMx brand sales of meat snacks in the U.S., 2009 and 2010
                                                                                                                                            • Brand Share—Corn Snacks

                                                                                                                                              • Key points
                                                                                                                                                • Frito-Lay dominates despite lackluster performance by newer brands
                                                                                                                                                  • Figure 26: FDMx brand sales of corn snacks in the U.S., 2009 and 2010
                                                                                                                                              • Innovations and Innovators

                                                                                                                                                • Key points
                                                                                                                                                  • New product launch trends
                                                                                                                                                    • Snack/cereal/energy bars fuel launches
                                                                                                                                                      • Figure 27: Number of snack launches, by type, 2005-10
                                                                                                                                                    • Nothing cheesy about cheese’s versatility
                                                                                                                                                      • Figure 28: Top claims on snack launches with cheese, 2005-10
                                                                                                                                                    • Popcorn being more innovative in 2010
                                                                                                                                                      • Figure 29: Top claims on popcorn launches, 2005-10
                                                                                                                                                    • New product highlights
                                                                                                                                                      • Popcorn
                                                                                                                                                        • Cheese-based
                                                                                                                                                          • Meat snacks
                                                                                                                                                            • Corn snacks
                                                                                                                                                            • Marketing Strategies

                                                                                                                                                              • Key points
                                                                                                                                                                • Marketing and social media
                                                                                                                                                                  • Orville Redenbacher’s is lone brand to receive major marketing support
                                                                                                                                                                    • Cheetos and Slim Jim Facebook with their brand names
                                                                                                                                                                      • Jack Link’s uses its website to promote brands via Wild Side Man Cave sweepstakes
                                                                                                                                                                        • TV advertising
                                                                                                                                                                          • Jack Link’s connects sports with Sasquatch
                                                                                                                                                                            • Figure 30: Jack Link’s beef jerky, TV ad, January 2011
                                                                                                                                                                          • Cheetos looking to make more out of snack time
                                                                                                                                                                            • Figure 31: Cheetos, TV ad, January 2011
                                                                                                                                                                          • Pop Secret encourages in-home movie nights
                                                                                                                                                                            • Figure 32: Pop Secret, TV ad, October 2010
                                                                                                                                                                        • Salty Snack Purchase

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Salty snacks purchases in supermarkets and mass merchandisers crunches other outlets
                                                                                                                                                                                • Figure 33: Frequency of buying salty snacks at specific types of retailer, November 2010
                                                                                                                                                                              • Multipack/bulk purchases have slight edge over single packs
                                                                                                                                                                                • Figure 34: Purchase of salty snacks in single pack vs. multipack/bulk, by key demographics, November 2010
                                                                                                                                                                            • Reasons for Buying Salty Snacks

                                                                                                                                                                                  • Figure 35: Reasons for buying salty snacks—to eat now, later, for others, by age, November 2010
                                                                                                                                                                                  • Figure 36: Reasons for buying salty snacks—to eat now, later, for others, by household income, November 2010
                                                                                                                                                                                  • Figure 37: Reasons for buying salty snacks—to eat now, later, for others, by marital status, November 2010
                                                                                                                                                                                  • Figure 38: Reasons for buying salty snacks—to eat now, later, for others, by number of people in household, November 2010
                                                                                                                                                                                  • Figure 39: Reasons for buying salty snacks—to eat now, later, for others, by employment groups, November 2010
                                                                                                                                                                                  • Figure 40: Reasons for buying salty snacks—stock at home/work, take to work/school, by age, November 2010
                                                                                                                                                                                  • Figure 41: Reasons for buying salty snacks—stock at home/work, take to work/school, by household income, November 2010
                                                                                                                                                                                  • Figure 42: Reasons for buying salty snacks—stock at home/work, take to work/school, by number of people in household, November 2010
                                                                                                                                                                                  • Figure 43: 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

                                                                                                                                                                                    • Figure 44: Important factors when choosing chips and salty snacks, November 2010
                                                                                                                                                                                    • Figure 45: Impact of the recession on amount of salty snacks bought, by age, November 2010
                                                                                                                                                                                    • Figure 46: Impact of the recession on amount of salty snacks bought, by household income, November 2010
                                                                                                                                                                                    • Figure 47: Impact of the recession on amount of salty snacks bought, by presence and number of children, November 2010
                                                                                                                                                                                    • Figure 48: Impact of the recession on amount of salty snacks bought, by urban status, November 2010
                                                                                                                                                                                    • Figure 49: Impact of the recession on amount of salty snacks bought, by education, November 2010
                                                                                                                                                                                  • More at-home time increasing salty snacks sales
                                                                                                                                                                                    • Figure 50: Reasons for buying more salty snacks as a result of the recession, November 2010
                                                                                                                                                                                    • Figure 51: Reasons for buying fewer salty snacks as a result of the recession, November 2010
                                                                                                                                                                                • Types of Salty Snacks Eaten

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Snacking consumption concentrated among younger respondents
                                                                                                                                                                                      • Figure 52: Types of salty snacks eaten, by age, July 2009-Sept. 2010
                                                                                                                                                                                      • Figure 53: Types of salty snacks eaten, by household income, July 2009 -Sept. 2010
                                                                                                                                                                                      • Figure 54: Types of salty snacks eaten, by number of people in household, July 2009-Sept. 2010
                                                                                                                                                                                      • Figure 55: Types of salty snacks eaten, by presence of children, July 2009-Sept. 2010
                                                                                                                                                                                  • The Popcorn Consumer

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Orville Redenbacher’s projects upscale image
                                                                                                                                                                                        • Figure 56: Brands of popcorn eaten, by household income, July 2009-Sept. 2010
                                                                                                                                                                                        • Figure 57: Brands of popcorn eaten, by presence of children, July 2009-Sept. 2010
                                                                                                                                                                                    • The Corn, Tortilla Chips and Cheese Snacks Consumer

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Frito-Lay is its own prime competition in this market
                                                                                                                                                                                          • Figure 58: Brands of corn, tortilla chips and cheese snacks eaten, by age, July 2009-Sept. 2010
                                                                                                                                                                                          • Figure 59: Brands of corn, tortilla chips and cheese snacks eaten, by household income, July 2009-Sept. 2010
                                                                                                                                                                                          • Figure 60: Brands of corn, tortilla chips and cheese snacks eaten, by presence of children, July 2009-Sept. 2010
                                                                                                                                                                                      • The Meat Snacks and Beef Jerky Consumer

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Usage higher among younger consumers
                                                                                                                                                                                            • Figure 61: Brands of meat snacks and beef jerky eaten, by age, July 2009-Sept. 2010
                                                                                                                                                                                            • Figure 62: Brands of meat snacks and beef jerky eaten, by household income, July 2009-Sept. 2010
                                                                                                                                                                                          • Nothing too out of the ordinary for meat snacks/beef jerky consumers
                                                                                                                                                                                            • Figure 63: Flavors of meat snacks and beef jerky eaten, by age, July 2009-Sept. 2010
                                                                                                                                                                                            • Figure 64: Flavors of meat snacks and beef jerky eaten, by household income, July 2009-Sept. 2010
                                                                                                                                                                                        • Who Eats What and Factors Impacting Choice

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Salty snacks have fairly high personal consumption levels
                                                                                                                                                                                              • Figure 65: Who in household eats each type of salty snack, November 2010
                                                                                                                                                                                            • Consumers feel at home with snacking occasions
                                                                                                                                                                                              • Figure 66: Occasions when respondent personally eats each type of salty snack, November 2010
                                                                                                                                                                                            • Consumers favor name brands but are not always brand loyal
                                                                                                                                                                                              • Figure 67: Incidence of buying name brand or store brand for each type of salty snack, November 2010
                                                                                                                                                                                            • Snacks perceived as a diversion to be enjoyed
                                                                                                                                                                                              • Figure 68: 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
                                                                                                                                                                                              • Types of salty snacks eaten
                                                                                                                                                                                                • Figure 69: Types of salty snacks eaten, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                              • Brands of popcorn eaten
                                                                                                                                                                                                • Figure 70: Brands of popcorn eaten, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                              • Brands of corn and tortilla chips and cheese snacks eaten
                                                                                                                                                                                                • Figure 71: Brands of corn, tortilla chips and cheese snacks eaten, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                              • Brands of meat snacks and beef jerky eaten
                                                                                                                                                                                                • Figure 72: Brands of meat snacks and beef jerky eaten, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                              • Flavors of meat snacks and beef jerky eaten
                                                                                                                                                                                                • Figure 73: Flavors of meat snacks and beef jerky eaten, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                              • Brands of snack crackers, saltines and graham crackers eaten
                                                                                                                                                                                                • Figure 74: Brands of snack crackers, saltines, and graham crackers eaten, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                              • Types of crackers, saltines and graham crackers eaten
                                                                                                                                                                                                • Figure 75: Types of crackers, saltines, and graham crackers eaten, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                              • Regular vs. low salt/sodium crackers
                                                                                                                                                                                                • Figure 76: Types of crackers eaten, regular vs. low salt/sodium, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                                                                                                                            • Custom Consumer Tables—Mosaic Groupings

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Household consumption of popcorn
                                                                                                                                                                                                  • Figure 77: Household consumption of popcorn, by mosaic groupings, July 2009-September 2010
                                                                                                                                                                                                • Brands of popcorn eaten in household
                                                                                                                                                                                                  • Figure 78: Popcorn consumption by brand, by top mosaic user groups, July 2009-September 2010
                                                                                                                                                                                                • Volume of popcorn eaten in household
                                                                                                                                                                                                  • Figure 79: Number of packages of popcorn eaten in household, by top mosaic user groups, July 2009-September 2010
                                                                                                                                                                                                • Household consumption of meat snacks/beef jerky
                                                                                                                                                                                                  • Figure 80: Household consumption of meat snacks/beef jerky, by mosaic groupings, July 2009-September 2010
                                                                                                                                                                                                • Brands of meat snacks/beef jerky eaten in household
                                                                                                                                                                                                  • Figure 81: Meat snacks/beef jerky consumption by brand, by top mosaic user groups, July 2009-September 2010
                                                                                                                                                                                                • Flavors of meat snacks/beef jerky eaten in household
                                                                                                                                                                                                  • Figure 82: Flavor of meat snacks/beef jerky eaten in household, by top mosaic user groups, July 2009-September 2010
                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                  • Full A-Salts
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Chippers
                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Low Snacks
                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                            • Figure 83: Salty snack clusters, December 2010
                                                                                                                                                                                                                            • Figure 84: Types of chips, pretzels, nuts and seeds and other salted snacks personally eaten, by salty snack clusters, November 2010, December 2010
                                                                                                                                                                                                                            • Figure 85: Important factors when choosing chips and salty snacks, by salty snack clusters, December 2010
                                                                                                                                                                                                                            • Figure 86: Very important factors when choosing chips and salty snacks, by salty snack clusters, December 2010
                                                                                                                                                                                                                            • Figure 87: Impact of health, taste and price considerations on the purchase of cheese snacks and corn snacks, by salty snack clusters, December 2010
                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                            • Figure 88: Salty snack clusters, by gender, December 2010
                                                                                                                                                                                                                            • Figure 89: Salty snack clusters, by age group, December 2010
                                                                                                                                                                                                                            • Figure 90: Salty snack clusters, by household income, December 2010
                                                                                                                                                                                                                            • Figure 91: Salty snack clusters, by race, December 2010
                                                                                                                                                                                                                            • Figure 92: Salty snack clusters, by Hispanic origin, December 2010
                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                          • IRI/Builders Panel—Key Household Purchase Measures

                                                                                                                                                                                                                            • Shelf-Stable (SS) microwave popcorn
                                                                                                                                                                                                                              • Overview
                                                                                                                                                                                                                                • Consumer insights on key purchase measures – SS microwave popcorn
                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 93: Brand map, selected brands of SS microwave popcorn buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                      • Figure 94: Key purchase measures for the top brands of SS microwave popcorn, by household penetration, 2010*
                                                                                                                                                                                                                                    • Dried meat snacks
                                                                                                                                                                                                                                      • Overview
                                                                                                                                                                                                                                        • Consumer insights on key purchase measures – jerky
                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                            • Figure 95: Brand map, selected brands of jerky buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                              • Figure 96: Key purchase measures for the top brands of Jerky, by household penetration, 2010*
                                                                                                                                                                                                                                            • Cheese and corn snacks
                                                                                                                                                                                                                                              • Overview
                                                                                                                                                                                                                                                • Consumer insights on key purchase measures – cheese snacks
                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                    • Figure 97: Brand map, selected brands of cheese snacks buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                      • Figure 98: Key purchase measures for the top brands of cheese snacks, by household penetration, 2010*
                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures – corn snacks (no tortilla chips)
                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                        • Figure 99: Brand map, selected brands of corn snacks (no tortilla chips) buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                          • Figure 100: Key purchase measures for the top brands of corn snacks (no tortilla chips), by household penetration, 2010*
                                                                                                                                                                                                                                                      • Appendix 1: Other Useful Consumer Tables

                                                                                                                                                                                                                                                        • Regional overview of meat snack and beef jerky consumers
                                                                                                                                                                                                                                                          • Figure 101: Brands of meat snacks and beef jerky eaten, by region, July 2009-Sept. 2010
                                                                                                                                                                                                                                                        • Cracker consumption between regular versus low-salt varieties
                                                                                                                                                                                                                                                          • Figure 102: Types of crackers eaten, regular vs. low salt/sodium, by household income, July 2009-Sept. 2010
                                                                                                                                                                                                                                                        • Cheese snacks
                                                                                                                                                                                                                                                          • Figure 103: Occasions when respondent personally eats cheese snacks, by key demographics, November 2010
                                                                                                                                                                                                                                                        • Corn snacks
                                                                                                                                                                                                                                                          • Figure 104: Occasions when respondent personally eats corn snacks, by key demographics, November 2010
                                                                                                                                                                                                                                                        • Pork rinds/jerky
                                                                                                                                                                                                                                                          • Figure 105: Occasions when respondent personally eats pork rinds/jerky, by key demographics, November 2010
                                                                                                                                                                                                                                                        • Other salty snacks
                                                                                                                                                                                                                                                          • Figure 106: Occasions when respondent personally eats other salty snacks, by key demographics, November 2010
                                                                                                                                                                                                                                                      • Appendix 2: The Snack Crackers, Saltines, and Graham Crackers Consumer

                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                            • Nabisco has most of the top name brands
                                                                                                                                                                                                                                                              • Figure 107: Brands of snack crackers, saltines, and graham crackers eaten, by age, July 2009-Sept. 2010
                                                                                                                                                                                                                                                              • Figure 108: Brands of snack crackers, saltines, and graham crackers eaten, by household income, July 2009-Sept. 2010
                                                                                                                                                                                                                                                            • Consumers are sweet on saltines
                                                                                                                                                                                                                                                              • Figure 109: Types of crackers, saltines, and graham crackers eaten, by age, July 2009-Sept. 2010
                                                                                                                                                                                                                                                              • Figure 110: Types of crackers, saltines, and graham crackers eaten, by household income, July 2009-Sept. 2010
                                                                                                                                                                                                                                                            • Regular vs. low salt/low sodium
                                                                                                                                                                                                                                                              • Figure 111: Types of crackers eaten, regular vs. low salt/sodium, by age, July 2009-Sept. 2010
                                                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                                                            • American Pop Corn Company
                                                                                                                                                                                                                                                            • Annie's Homegrown Inc.
                                                                                                                                                                                                                                                            • Bridgford Foods Corporation
                                                                                                                                                                                                                                                            • Bureau of Economic Analysis
                                                                                                                                                                                                                                                            • Burger King Corporation
                                                                                                                                                                                                                                                            • Comcast Corporation
                                                                                                                                                                                                                                                            • ConAgra Foods, Inc
                                                                                                                                                                                                                                                            • Costco Wholesale Corporation
                                                                                                                                                                                                                                                            • Diamond Foods, Inc.
                                                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                                                            • Family Dollar Stores, Inc
                                                                                                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                                                                                                            • Food Marketing Institute
                                                                                                                                                                                                                                                            • Food Products Association
                                                                                                                                                                                                                                                            • Frito-Lay, Inc
                                                                                                                                                                                                                                                            • General Mills Inc
                                                                                                                                                                                                                                                            • Goya Foods, Inc.
                                                                                                                                                                                                                                                            • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                                            • Herr Foods Inc.
                                                                                                                                                                                                                                                            • International Foodservice Distributors Association (IFDA)
                                                                                                                                                                                                                                                            • Kettle Foods, Inc.
                                                                                                                                                                                                                                                            • Kraft Foods Inc.
                                                                                                                                                                                                                                                            • Link Industries
                                                                                                                                                                                                                                                            • Lundberg Family Farms
                                                                                                                                                                                                                                                            • McDonald's U.S.A.
                                                                                                                                                                                                                                                            • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                                            • Netflix, Inc.
                                                                                                                                                                                                                                                            • Newman's Own Inc.
                                                                                                                                                                                                                                                            • Oberto Sausage Company
                                                                                                                                                                                                                                                            • Pepperidge Farm Inc.
                                                                                                                                                                                                                                                            • PepsiCo Inc
                                                                                                                                                                                                                                                            • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                                                                                            • Punch Taverns
                                                                                                                                                                                                                                                            • Quaker
                                                                                                                                                                                                                                                            • SAM's Club
                                                                                                                                                                                                                                                            • Snack Food Association (SFA)
                                                                                                                                                                                                                                                            • Snyder's of Hanover
                                                                                                                                                                                                                                                            • Starbucks Corporation
                                                                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                                                                            • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                            • Trader Joe's Company Inc
                                                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                                                            • U.S. Department of Agriculture
                                                                                                                                                                                                                                                            • US Department of Commerce
                                                                                                                                                                                                                                                            • Utz Quality Foods Inc.
                                                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                                                            • Whole Foods Market Inc

                                                                                                                                                                                                                                                            Salty Snacks: Popcorn, cheese, corn and meat snacks - US - April 2011

                                                                                                                                                                                                                                                            £3,199.84 (Excl.Tax)