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Salty Snacks - US - April 2016

"The salty snacks market continues to perform well, especially as the popularity of snacking continues. The meat snacks and popcorn segments continue to drive much of this growth, fueled by strong product innovation, and positive health perceptions. Health and indulgence remain a key theme as product flavor is a key purchase driver, yet consumers place importance on ingredient transparency. The category is poised for continued growth with wider distribution from additional retail channels; however, there remains competition from other snack categories, including snack bars, chips, and chocolate, as well as foodservice options."
- Amanda Topper, Senior Food Analyst

This report discusses the following key topics:

  • Salty snacks continue steady growth
  • Salty snacks purchased mostly for personal consumption
  • Snack flavor, packaging type, most influential on future purchases

This Report covers the following segments:

  • Popcorn
  • Pretzels
  • Corn snacks
  • Meat snacks
  • Cheese snacks.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Salty snacks continue steady growth
            • Figure 1: Total US sales and fan chart forecast of salty snacks, at current prices, 2010-20
          • Salty snacks purchased mostly for personal consumption
            • Figure 2: Salty snacks purchase, January 2016
          • Snack flavor, packaging type, most influential on future purchases
            • Figure 3: Factors influencing purchase, January 2016
          • The opportunities
            • Other retail channels growing faster than supermarkets
              • Figure 4: Purchase location, January 2016
            • Opportunity to grow away-from-home snacking occasions
              • Figure 5: Salty snacks behaviors, January 2016
            • Health and simple ingredients important, but not at the expense of taste
              • Figure 6: Attitudes toward salty snacks – Any agree, January 2016
            • What it means
            • The Market – What You Need to Know

              • Salty snacks continue strong growth
                • Supermarket sales growing slowly
                  • Bountiful snack options at home and away create competition
                  • Market Size and Forecast

                    • Salty snacks grow 29% from 2010-15
                      • Figure 7: Total US sales and fan chart forecast of salty snacks, at current prices, 2010-20
                      • Figure 8: Total US sales and forecast of salty snacks, at current prices, 2010-20
                      • Figure 9: Total US sales and forecast of salty snacks, at inflation-adjusted prices, 2010-20
                  • Market Breakdown

                    • Meat snacks dominate category
                      • Figure 10: Total US retail sales of salty snacks, by segment share, 2015
                      • Figure 11: Total US retail sales and forecast of salty snacks, by segment, at current prices, 2010-15
                    • Other retail channel sales growing faster than supermarket sales
                      • Figure 12: Total US retail sales of salty snacks, at current prices, 2010-15
                    • Steady growth in natural channel sales
                      • Figure 13: Natural supermarket sales of salty snacks, at current prices, rolling 52 weeks Dec. 1, 2013-Nov. 29, 2015
                  • Market Perspective

                    • Salty and sweet snack food competition
                      • Figure 14: Attitudes and opinions about food – Any agree, 2010-15
                      • Figure 15: Attitudes and opinions about food – Any agree, 2010-15
                    • Foodservice snack offerings
                      • Figure 16: Food sales at home and away from home, January 2003-January 2016
                  • Market Factors

                    • Snacking is the new norm
                      • Figure 17: Daily snacking frequency, January 2015
                    • Changing US demographics
                      • Figure 18: Households, by presence of own children, 2003-13
                      • Figure 19: US population, by generation share, 2016
                      • Figure 20: Population by race and Hispanic origin, 2011-21
                  • Key Players – What You Need to Know

                    • PepsiCo sales represent more than one third of the market
                      • Meat snacks and RTE popcorn remain popular among consumers
                        • Private label sales struggle across segments
                          • Current innovation balances both health and indulgence
                          • Manufacturer Sales of Salty Snacks

                            • PepsiCo represents more than one third of overall sales
                              • Manufacturer sales of salty snacks
                                • Figure 21: MULO sales of salty snacks, by leading companies, rolling 52 weeks 2014 and 2015
                            • What’s Working?

                              • RTE popcorn
                                • Figure 22: MULO sales of PepsiCo Inc. Smartfood popcorn
                                • Figure 23: MULO sales of Diamond Foods Inc. Kettle popcorn
                                • Figure 24: MULO sales of SkinnyPop popcorn
                                • Figure 25: MULO sales of Angie’s Artisan Treats LLC Angie’s popcorn
                              • Meat snacks
                                • Figure 26: MULO sales of ConAgra Foods, Inc. Slim Jim meat snacks
                                • Figure 27: TV ad, Slim Jim Lineup, September 2015
                                • Figure 28: MULO sales of Oberto Sausage Co. meat snacks
                                • Figure 29: Sherman – Double threat, March 2016
                                • Figure 30: MULO sales of Carl Buddig & Co. Old Wisconsin meat snacks
                                • Figure 31: MULO sales of private label meat snacks
                              • Corn snacks
                                • Figure 32: MULO sales of PepsiCo Inc.’s corn snacks
                                • Figure 33: MULO sales of General Mills Inc.’s corn snacks
                              • Cheese snacks
                                • Figure 34: TV ad, Cheetos Sweetos – Dave, February 2016
                                • Figure 35: MULO sales of PepsiCo Inc.’s cheese snacks
                            • What’s Struggling?

                              • Private label snacks
                                • Figure 36: MULO sales of private label salty snacks
                              • Pretzels
                                • Figure 37: MULO sales of Snyder’s-Lance pretzels
                                • Figure 38: MULO sales of Rold Gold pretzels
                                • Figure 39: MULO sales of Utz Quality Foods pretzels
                            • What’s Next?

                              • Increase in premium jerky brands and flavors
                                  • Figure 40: Natural supermarket sales of jerky, by animal type, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
                                • Free-from claims on the rise
                                  • Figure 41: Top 10 product claims, 2011-16*
                                  • Figure 42: Gluten-free* share of natural supermarket sales of salty snacks, by segment, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
                                • Partially popped popcorn
                                  • Indulgent popcorn
                                  • The Consumer – What You Need to Know

                                    • Salty snacks mostly purchased for self
                                      • Supermarkets are the preferred retail channel
                                        • Consumers mostly snack at home
                                          • Snack flavor, packaging influence future purchases
                                            • Snack ingredients and emotional drivers are influential
                                            • Salty Snacks Purchase

                                              • Purchase for self is most common
                                                • Figure 43: Salty snacks purchase, January 2016
                                              • Higher purchase across snack types among parents
                                                • Figure 44: Salty snacks purchase, by parental status, January 2016
                                              • Purchase skews toward Millennials
                                                • Figure 45: Salty snacks purchase, by Millennials and Non-Millennials, January 2016
                                              • Hispanics more likely to purchase salty snacks
                                                • Figure 46: Salty snacks purchase, by race and Hispanic origin, January 2016
                                            • Purchase Location

                                              • Supermarkets commonly shopped
                                                • Figure 47: Purchase location, January 2016
                                              • Men diversify their purchases across retail channels
                                                • Figure 48: Purchase location, by gender, January 2016
                                              • Millennials shop frequently, prefer online and specialty retailers
                                                • Figure 49: Purchase location, by generation, January 2016
                                              • Hispanics prefer mass merchandisers
                                                • Figure 50: Purchase location, by generation, January 2016
                                            • Salty Snacks Characteristics

                                              • Meat snacks prized for protein content
                                                • Figure 51: Salty snacks characteristics, January 2016
                                                • Figure 52: Meat snack product introductions containing a high protein claim, 2011-15
                                                • Figure 53: Salty snacks characteristics, January 2016
                                            • Factors Influencing Purchase

                                              • Flavors and packaging most influential on purchase
                                                • Figure 54: Factors influencing purchase, January 2016
                                              • Flavor a large driver for Millennials
                                                • Figure 55: Factors influencing purchase, by gender, January 2016
                                              • Hispanics prefer convenient packaging, hybrid products
                                                • Figure 56: Factors influencing purchase, by race and Hispanic origin, January 2016
                                              • Hybrid products a key driver for increased salty snack purchases
                                                • Figure 57: Key drivers of purchasing more compared to last year, January 2016
                                            • Salty Snacks Behaviors

                                              • Home consumption trumps on-the-go
                                                • Figure 58: Salty snacks behaviors, January 2016
                                              • Parents more likely to snack away from home
                                                • Figure 59: Salty snacks behaviors, by parental status, January 2016
                                              • Millennials eating and buying more snacks, and eat on-the-go
                                                • Figure 60: Salty snacks behaviors, by Millennials and non-Millennials, January 2016
                                              • Hispanics buying and eating more salty snacks this year
                                                • Figure 61: Salty snacks behaviors, by race and Hispanic origin, January 2016
                                            • Attitudes toward Salty Snacks

                                              • Snack ingredients, health claims important to consumers
                                                • Figure 62: Attitudes toward salty snacks – Any agree, January 2016
                                              • Stress, guilt a driver for women, boredom a driver for men
                                                • Figure 63: Select attitudes toward salty snacks, by gender, January 2016
                                              • Millennials snack because they believe it’s healthier
                                                • Figure 64: Select attitudes toward salty snacks, by generation, January 2016
                                              • Parents more likely to indulge with snacks
                                                • Figure 65: Select attitudes toward salty snacks, by parental status, January 2016
                                              • Hispanics more ingredient conscious
                                                • Figure 66: Select attitudes toward salty snacks, by race and Hispanic origin, January 2016
                                            • Consumer Segmentation

                                                  • Figure 67: Salty snacks clusters
                                                • Group one: Convenient Snackers
                                                  • Group two: Healthy Snackers
                                                    • Group three: Apathetic Snackers
                                                      • Group four: Super Snackers
                                                        • Group five: Simple Snackers
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Fan chart forecast
                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                    • Appendix – Key Driver Analysis

                                                                      • Methodology
                                                                        • Interpretation of results
                                                                          • Figure 68: Key drivers of purchasing more compared to last year – Key driver output, January 2016
                                                                      • Appendix – Consumer Segmentation

                                                                        • Cluster methodology
                                                                        • Appendix – Market

                                                                          • Market breakdown
                                                                            • Figure 69: Total US retail sales and forecast of salty snacks, by segment, at current prices, 2010-20
                                                                            • Figure 70: Total US retail sales and forecast of salty snacks, by segment, at current prices, 2013 and 2015
                                                                            • Figure 71: Total US retail sales and forecast of cheese snacks, at current prices, 2010-20
                                                                            • Figure 72: Total US retail sales and forecast of popcorn, at current prices, 2010-20
                                                                            • Figure 73: Total US retail sales and forecast of pretzels, at current prices, 2010-20
                                                                            • Figure 74: Total US retail sales and forecast of meat snacks, at current prices, 2010-20
                                                                            • Figure 75: Total US retail sales and forecast of corn snacks, at current prices, 2010-20
                                                                          • Retail channels
                                                                            • Figure 76: Total US retail sales of salty snacks, by channel, at current prices, 2013 and 2015
                                                                            • Figure 77: US supermarket sales of salty snacks, at current prices, 2010-15
                                                                            • Figure 78: US convenience store sales of salty snacks, at current prices, 2010-15
                                                                            • Figure 79: US drug store sales of salty snacks, at current prices, 2010-15
                                                                            • Figure 80: US sales of salty snacks through other retail channels, at current prices, 2010-15
                                                                          • Natural channels
                                                                            • Figure 81: Natural supermarket sales of salty snacks, by organic ingredients, at current prices, rolling 52- weeks ending Dec. 1, 2013 and Nov. 29, 2015
                                                                            • Figure 82: Natural supermarket sales of salty snacks, by organic ingredients, at current prices, rolling 52- weeks ending Dec. 1, 2013 and Nov. 29, 2015
                                                                            • Figure 83: Organic share of natural supermarket sales of salty snacks, by segment, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
                                                                            • Figure 84: Natural supermarket sales of salty snacks, by gluten-free labeling/certification, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
                                                                            • Figure 85: Natural supermarket sales of salty snacks, by GMO ingredients, at current prices, rolling 52- weeks ending Dec. 1, 2013 and Nov. 29, 2015
                                                                            • Figure 86: Non-GMO share of natural supermarket sales of salty snacks, by segment, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
                                                                            • Figure 87: Natural supermarket sales of salty snacks, by “natural” labeling or perception, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
                                                                            • Figure 88: “Natural” labeled/perceived share of natural supermarket sales of salty snacks, by segment, at current prices, rolling 52-weeks ending Dec. 1, 2013 and Nov. 29, 2015
                                                                        • Appendix—Key Players

                                                                            • Figure 89: MULO sales of salty snacks, by leading companies, rolling 52 weeks 2014 and 2015
                                                                            • Figure 90: MULO sales of cheese snacks, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                            • Figure 91: MULO sales of popcorn, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                            • Figure 92: MULO sales of pretzels, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                            • Figure 93: MULO sales of meat snacks, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                            • Figure 94: MULO sales of corn snacks, by leading companies and brands, rolling 52 weeks 2014 and 2015

                                                                        Companies Covered

                                                                        • Walmart Stores (USA)

                                                                        Salty Snacks - US - April 2016

                                                                        £3,199.84 (Excl.Tax)