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Salty Snacks - US - January 2013

“The importance of product price among salty snacks consumers is a reason for the success of store brands in the category. Some 86% of salty snacks consumers say price is an important factor in their purchase decisions, and 36% of consumers who indicate purchasing less salty snacks in the past year say it is because products are too expensive.”

– Beth Bloom, Food and Drink Analyst

Some questions answered in this report include:

  • How can the category respond to a growing interest in health?
  • How can brands fend off the growth of private label?
  • How can the category grow participation among a Hispanic consumer base?

 

 

While dollar sales of salty snacks are on the rise, more than one third of consumers report reducing consumption of products in the category between 2011 and 2012. Product pricing and health concerns are the two major factors driving such behavior, with 64% of consumers who reduced their consumption saying it’s because products in the category are unhealthy/fattening and 36% indicating it’s because category offerings are too expensive. Staying viable in the marketplace will require continued product innovation, including the development of natural and better-for-you (BFY) lines, as well as price positioning that emphasizes salty snacks’ place as an affordable purchase. PepsiCo dominates category sales of the salty snacks segments covered in this report in the 52 weeks ending Nov. 4, 2012.

The company owns leading brands across the segments, including Lay’s, Doritos, Smartfood, Rold Gold, and Fritos. The remainder of the market is highly fragmented among many other companies fighting for a share of sales. Potato chips represent the largest share of category sales. The segment is significantly larger than the next largest grouping: tortilla chips.

Meat snacks represent the smallest share of sales in the category; however, the coming years may bring a renewed interest in the segment, due to expanding product innovation among leading brands, as well as to a perception of healthier snacking that comes from segment offerings being relatively low in carbohydrates and high in protein. Given the small format, shelf-stable nature, and widespread appeal of salty snacks, items in the category find a market across a wide range of retail channels. Supermarkets represent the largest share.

However, sales growth at convenience stores and “other” retail channels, comprised of supercenters, warehouse clubs, dollar stores, drug stores, natural food stores, vending machines, and other non-store retailers, outpaced supermarket growth from 2007-12. Mintel forecasts that the category will grow due to the high rate of consumer participation, the strong investment of consumers in products in the category, and product innovation that falls in line with a consumer interest in health.

 

Mintel has segmented this report in 2013 to cover the following salty snack categories:

  • Potato chips
  • Tortilla chips
  •  Popcorn
  • Pretzels
  • Corn snacks
  • Meat snacks

 

 

Liqueurs - UK - January 2012

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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
                  • Executive Summary

                      • The market
                        • Figure 1: Total U.S. retail sales and fan chart forecast of salty snacks, at current prices, 2007-17
                      • Market factors
                        • Figure 2: Change in purchase behavior, October 2012
                      • Market segmentation
                        • Figure 3: Total U.S. retail sales of salty snacks, by segment, at current prices, 2010 and 2012
                        • Figure 4: Share of total U.S. retail sales of salty snacks, by segment, 2012
                      • Retail channels
                        • Figure 5: Total U.S. retail sales of salty snacks, by channel, at current prices, 2010 and 2012
                      • Innovation
                        • Figure 6: Salty snacks launches, by top five claims, 2007-11
                      • The consumer
                        • Potato chips, tortilla chips, and popcorn lead salty snack purchase/consumption
                          • Figure 7: Percentage of consumers who purchase salty snacks, October 2012
                        • 25-44s are engaged consumer group
                          • Figure 8: Salty snack purchase for self, by age, October 2012
                        • Black consumers over index in salty snack purchase, room for growth among Hispanics
                          • Figure 9: Salty snack purchase for self, by race and Hispanic origin, October 2012
                        • HHs with children more likely to purchase salty snacks
                          • Figure 10: Salty snack purchase, by presence of children in household, October 2012
                        • Salty snacks are commonly an impulse buy
                          • Figure 11: Top five motivations for purchase, October 2012
                        • Price leads attributes of importance
                          • Figure 12: Top five important attributes, October 2012
                        • What we think
                        • Issues in the Market

                            • How can the category respond to a growing interest in health?
                              • How can brands fend off the growth of private label?
                                • How can the category grow participation among a Hispanic consumer base?
                                • Insights and Opportunities

                                  • Rethink snacking
                                    • Develop sophisticated snacks
                                      • Punch up snack packaging
                                        • Promote responsible indulgence
                                        • Trend Applications

                                            • Trend: Men Shopping Badly
                                              • Trend: Premiumization and Indulgence
                                                • Inspire 2015 trend: East Meets West
                                                  • Flavor innovation
                                                    • Ethnic-inspired
                                                      • Main course-inspired
                                                        • Sour
                                                          • Tomato
                                                            • Other format
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Category sales surpass $17 billion in 2012
                                                                  • Sales and forecast of salty snacks
                                                                    • Figure 13: Total U.S. retail sales and forecast of salty snacks, at current prices, 2007-17
                                                                    • Figure 14: Total U.S. retail sales and forecast of salty snacks, at inflation-adjusted prices, 2007-17
                                                                  • Fan chart forecast
                                                                      • Figure 15: Total U.S. retail sales and fan chart forecast of salty snacks, at current prices, 2007-17
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Consumers are snacking more now than ever before
                                                                        • Figure 16: Attitudes/opinions about food, April 2011-June 2012
                                                                      • Health concerns have led to a reduction in salty snack purchase
                                                                        • Figure 17: Change in purchase behavior, October 2012
                                                                        • Figure 18: Motivations for purchasing less salty snacks, October 2012
                                                                        • Figure 19: U.S. obesity rate, by age, 2008 and 2012
                                                                      • Childhood and teen obesity—highest in decades
                                                                        • If category players don’t take action, the government will
                                                                          • Half of salty snack consumers indicate sodium concerns, manufacturers fail to innovate
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • As consumer snacking grows, so do snack options
                                                                                • New salty snack formats
                                                                                  • Other healthy snacking
                                                                                    • Figure 20: Nutritional snacks, April 2007-June 2012
                                                                                    • Figure 21: Watching your diet, April 2007-June 2012
                                                                                  • Frozen appetizers/snacks
                                                                                    • Foodservice snacking
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Potato chips dominate salty snack sales
                                                                                          • Sales of market, by segment
                                                                                            • Figure 22: Total U.S. retail sales of salty snacks, by segment, at current prices, 2010 and 2012
                                                                                        • Segment Performance—Potato Chips

                                                                                          • Key points
                                                                                            • Potato chip sales grew by 40% to reach $7.4 billion in 2012
                                                                                              • Figure 23: Potato chips, April 2011-June 2012
                                                                                            • Sales of potato chips
                                                                                              • Figure 24: U.S. retail sales and forecast of potato chips, at current prices, 2007-17
                                                                                          • Segment Performance—Tortilla Chips

                                                                                            • Key points
                                                                                              • Tortilla chip sales grow by 17% to reach $4.7 billion in 2012
                                                                                                • Sales of tortilla chips
                                                                                                  • Figure 25: U.S. retail sales and forecast of tortilla chips, at current prices, 2007-17
                                                                                              • Segment Performance—Popcorn

                                                                                                • Key points
                                                                                                  • Popcorn sales grow by 20% to reach $1.6 billion in 2012
                                                                                                    • Figure 26: Popcorn products, April 2011-June 2012
                                                                                                  • Sales of popcorn
                                                                                                    • Figure 27: U.S. retail sales and forecast of popcorn, at current prices, 2007-17
                                                                                                • Segment Performance—Pretzels

                                                                                                  • Key points
                                                                                                    • Pretzel sales grow by 15% to reach $1.3 billion in 2012
                                                                                                      • Figure 28: Pretzels, April 2007-June 2012
                                                                                                    • Sales of pretzels
                                                                                                      • Figure 29: U.S. retail sales and forecast of pretzels, at current prices, 2007-17
                                                                                                  • Segment Performance—Corn Snacks

                                                                                                    • Key points
                                                                                                      • Corn snack sales grow by 53% to reach $1.1 billion in 2012
                                                                                                        • Sales of corn snacks
                                                                                                          • Figure 30: U.S. retail sales and forecast of corn snacks, at current prices, 2007-17
                                                                                                      • Segment Performance—Meat Snacks

                                                                                                        • Key points
                                                                                                          • Meat snack sales grow by 40% to reach $1.0 billion in 2012
                                                                                                            • Sales of meat snacks
                                                                                                              • Figure 31: U.S. retail sales and forecast of meat snacks, at current prices, 2007-17
                                                                                                          • Retail Channels

                                                                                                            • Key points
                                                                                                              • Supermarket channel maintains lead on salty snack sales
                                                                                                                • Sales of salty snacks, by channel
                                                                                                                  • Figure 32: Total U.S. retail sales of salty snacks, by channel, at current prices, 2010-12
                                                                                                                • Supermarkets grow salty snack sales by 21% from 2007-12
                                                                                                                  • Supermarket sales of salty snacks
                                                                                                                    • Figure 33: U.S. supermarket sales of salty snacks, at current prices, 2007-12
                                                                                                                  • C-store sales grow 30% to reach $3 billion in 2012
                                                                                                                    • Convenience store sales of salty snacks
                                                                                                                      • Figure 34: U.S. convenience store sales of salty snacks, at current prices, 2007-12
                                                                                                                    • “Other” channels grow salty snack sales by 42% from 2007-12
                                                                                                                      • “Other” channel sales of salty snacks
                                                                                                                        • Figure 35: U.S. sales of salty snacks, through other retail channels, at current prices, 2007-12
                                                                                                                    • Retail Channels—Natural Supermarkets

                                                                                                                      • Key points
                                                                                                                        • Natural channel sales grow 34% from 2010-12
                                                                                                                          • Sales of salty in the natural channel
                                                                                                                            • Figure 36: Natural supermarket sales of salty snacks, at current prices, 2010-12*
                                                                                                                            • Figure 37: Natural supermarket sales of salty snacks, at inflation-adjusted prices, 2010-12*
                                                                                                                          • Natural channel sales of salty snacks by segment
                                                                                                                            • Figure 38: Natural supermarket sales of salty snacks, by segment, 2010 and 2012*
                                                                                                                          • Innovators and brands of note
                                                                                                                            • Raw food kale and vegetable chips experience strong growth
                                                                                                                              • Bean-based chips grow
                                                                                                                                • Other Innovators
                                                                                                                                  • Natural channel sales of organic salty snacks
                                                                                                                                    • Figure 39: Natural supermarket sales of salty snacks, by organic, 2010 and 2012*
                                                                                                                                  • Natural channel sales of gluten-free salty snacks
                                                                                                                                    • Figure 40: Natural supermarket sales of salty snacks, by gluten free, 2010 and 2012*
                                                                                                                                  • Natural channel sales of gluten-free pretzels
                                                                                                                                    • Figure 41: Natural supermarket sales of pretzels, by gluten free, 2010 and 2012*
                                                                                                                                • Leading Companies

                                                                                                                                  • Key points
                                                                                                                                    • PepsiCo makes up 53.2% of salty snack sales at FDMx
                                                                                                                                        • Figure 42: Salty snack launches, by top 10 companies, 2007-12*
                                                                                                                                      • Private label sales grow 8.2% from 2011-12
                                                                                                                                          • Figure 43: Salty snack launches, by private label, 2007-12*
                                                                                                                                        • Manufacturer sales of salty snacks
                                                                                                                                          • Figure 44: FDMx sales of salty snacks, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                      • Brand Share—Potato Chips

                                                                                                                                        • Key points
                                                                                                                                          • PepsiCo commands 58.2% of potato chip sales
                                                                                                                                            • Sales of leading potato chip brands
                                                                                                                                              • Figure 45: FDMx sales of potato chips, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                          • Brand Share—Tortilla Chips

                                                                                                                                            • Key points
                                                                                                                                              • PepsiCo’s Doritos and Tostitos brands dominate tortilla chip sales
                                                                                                                                                • Sales of leading tortilla chip brands
                                                                                                                                                  • Figure 46: FDMx sales of tortilla chips, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                              • Brand Share—Popcorn

                                                                                                                                                • Key points
                                                                                                                                                  • Three leading ConAgra brands account for one third of segment
                                                                                                                                                    • Sales of leading popcorn brands
                                                                                                                                                      • Figure 47: FDMx sales of popcorn, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                                  • Brand Share—Pretzels

                                                                                                                                                    • Key points
                                                                                                                                                      • Snyder’s-Lance leads pretzel segment with 41.2% of sales
                                                                                                                                                        • Sales of leading pretzel brands
                                                                                                                                                          • Figure 48: FDMx sales of pretzels, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                                      • Brand Share—Corn Snacks

                                                                                                                                                        • Key points
                                                                                                                                                          • PepsiCo dominates the corn snacks segment
                                                                                                                                                            • Sales of leading corn snack brands
                                                                                                                                                              • Figure 49: sales of corn snacks, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                                          • Brand Share—Meat Snacks

                                                                                                                                                            • Key points
                                                                                                                                                              • Jack Link’s leads meat snacks segment
                                                                                                                                                                • Sales of leading meat snack brands
                                                                                                                                                                  • Figure 50: FDMx sales of meat snacks, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                                              • Innovations and Innovators

                                                                                                                                                                • New Product Launch Trends
                                                                                                                                                                  • Figure 51: Salty snack launches, by launch type, 2007-12*
                                                                                                                                                                • Potato snacks lead product launches, bank on range extensions
                                                                                                                                                                  • Figure 52: Salty snack launches, by subcategory, 2007-12*
                                                                                                                                                                • Health claims make up the bulk of salty snack launches
                                                                                                                                                                    • Figure 53: Salty snack launches, by top 10 claims, 2007-12*
                                                                                                                                                                  • Flavors
                                                                                                                                                                    • Figure 54: Potato chips, April 2011-June 2012
                                                                                                                                                                    • Figure 55: Meat snacks and beef jerky, April 2011-June 2012
                                                                                                                                                                  • Flavor specificity
                                                                                                                                                                    • Sweet
                                                                                                                                                                      • Spicy
                                                                                                                                                                        • Sweet potato
                                                                                                                                                                          • Limited edition
                                                                                                                                                                            • Limited edition
                                                                                                                                                                              • Branded tie-ins
                                                                                                                                                                              • Marketing Strategies

                                                                                                                                                                                • Overview of brand landscape
                                                                                                                                                                                  • Brand analysis: Doritos
                                                                                                                                                                                    • Figure 56: Brand analysis of Doritos, 2012
                                                                                                                                                                                  • Online initiatives
                                                                                                                                                                                    • TV presence
                                                                                                                                                                                      • Figure 57: Doritos TV ad, “Bribing The Man,” 2012
                                                                                                                                                                                    • Print and Other
                                                                                                                                                                                      • Figure 58: Doritos Jacked print ad, Maxim magazine (June 2012)
                                                                                                                                                                                    • Brand analysis: Tostitos
                                                                                                                                                                                      • Figure 59: Brand analysis of Tostitos 2012
                                                                                                                                                                                    • Online Initiatives
                                                                                                                                                                                      • TV Presence
                                                                                                                                                                                        • Figure 60: Tostitos TV ad, “One Big Party,” 2012
                                                                                                                                                                                      • Print and Other
                                                                                                                                                                                        • Figure 61: Tostitos print ad, Better Recipes (September 2012)
                                                                                                                                                                                      • Brand analysis: Pringles
                                                                                                                                                                                        • Figure 62: Brand analysis of Pringles, 2012
                                                                                                                                                                                      • Online Initiatives
                                                                                                                                                                                        • TV Presence
                                                                                                                                                                                          • Figure 63: Pringles TV ad, “Watch Out,” 2012
                                                                                                                                                                                        • Print and Other
                                                                                                                                                                                          • Figure 64: Pringles print ad, Taste of Home magazine (December 2012)
                                                                                                                                                                                        • Brand analysis: Snyder’s of Hanover
                                                                                                                                                                                          • Figure 65: Brand analysis of Snyder’s of Hanover, 2012
                                                                                                                                                                                        • Online Initiatives
                                                                                                                                                                                          • TV Presence
                                                                                                                                                                                            • Figure 66: Snyder’s of Hanover TV ad, “Flavor,” 2012
                                                                                                                                                                                          • Print and Other
                                                                                                                                                                                            • Figure 67: Snyder’s of Hanover print ad, Better Recipes magazine (September 2012)
                                                                                                                                                                                          • Brand analysis: Jack Link’s
                                                                                                                                                                                            • Figure 68: Brand analysis of Jack Link’s, 2012
                                                                                                                                                                                          • Online initiatives
                                                                                                                                                                                            • TV presence
                                                                                                                                                                                              • Figure 69: Jack Link’s TV ad, “Human Trophy,” 2012
                                                                                                                                                                                              • Figure 70: Jack Link’s TV ad, “Sasquatch Workout,” 2012
                                                                                                                                                                                            • Print and Other
                                                                                                                                                                                              • Figure 71: Jack Link’s print ad, 2012
                                                                                                                                                                                          • Social Media

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Social media metrics
                                                                                                                                                                                                • Figure 72: Key performance indicators, January 2013
                                                                                                                                                                                              • Market overview
                                                                                                                                                                                                • Brand usage and awareness
                                                                                                                                                                                                  • Figure 73: Brand usage and awareness of salty snack brands, October 2012
                                                                                                                                                                                                • Interaction with salty snacks brands
                                                                                                                                                                                                  • Figure 74: Interaction with salty snack brands, October 2012
                                                                                                                                                                                                • Motivations for interacting with salty snack brands
                                                                                                                                                                                                  • Figure 75: Why people interact with salty snack brands, October 2012
                                                                                                                                                                                                • Online conversations
                                                                                                                                                                                                    • Figure 76: Select salty snack brands’ share of conversations, Oct. 1, 2012-Jan. 1, 2013
                                                                                                                                                                                                    • Figure 77: Conversations by brand, by day, Oct. 1, 2012-Jan. 1, 2013
                                                                                                                                                                                                  • Where are people talking about salty snacks?
                                                                                                                                                                                                    • Figure 78: Selected salty snack brands’ share of brand conversations, by page type, Oct. 1, 2012-Jan. 1, 2013
                                                                                                                                                                                                  • What are people talking about?
                                                                                                                                                                                                      • Figure 79: Types of conversations concerning selected salty snack brands, Oct. 1, 2012-Jan. 1, 2013
                                                                                                                                                                                                      • Figure 80: Types of conversation regarding selected salty snack brands, by day, Oct. 1, 2012-Jan. 1, 2013
                                                                                                                                                                                                      • Figure 81: Types of conversation regarding selected salty snack brands, by type of website, Oct. 1, 2012-Jan. 1, 2013
                                                                                                                                                                                                    • Analysis by brand
                                                                                                                                                                                                      • Lay’s
                                                                                                                                                                                                        • Figure 82: Lay’s—key social media indicators, as of Jan. 2, 2013
                                                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                          • Doritos
                                                                                                                                                                                                            • Figure 83: Doritos—key social media indicators, as of Jan. 2, 2013
                                                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                              • Pringles
                                                                                                                                                                                                                • Figure 84: Pringles—key social media indicators, as of Jan. 2, 2013
                                                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                                                • What we think
                                                                                                                                                                                                                  • Slim Jim
                                                                                                                                                                                                                    • Figure 85: Slim Jim—key social media indicators, as of Jan. 2, 2013
                                                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                                      • Tostitos
                                                                                                                                                                                                                        • Figure 86: Tostitos—key social media indicators, as of Jan. 2, 2013
                                                                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                                                                        • What we think
                                                                                                                                                                                                                          • Ruffles
                                                                                                                                                                                                                            • Figure 87: Ruffles—key social media indicators, as of Jan. 11, 2013
                                                                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                                                                            • What we think
                                                                                                                                                                                                                            • Salty Snack Consumption

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Men more likely than women to purchase salty snacks for HH
                                                                                                                                                                                                                                  • Figure 88: Salty snack purchase for household, by gender, October 2012
                                                                                                                                                                                                                                • Potato chips, corn snacks, and meat snacks more popular among men
                                                                                                                                                                                                                                  • Figure 89: Salty snack purchase for self, by gender, October 2012
                                                                                                                                                                                                                                • Consumers aged 65+ are the hardest sell
                                                                                                                                                                                                                                  • Figure 90: Salty snack purchase for household, by age, October 2012
                                                                                                                                                                                                                                • 25-44s are an engaged consumer group
                                                                                                                                                                                                                                  • Figure 91: Salty snack purchase for self, by age, October 2012
                                                                                                                                                                                                                                • Lower-income HHs under index in salty snack purchase
                                                                                                                                                                                                                                  • Figure 92: Salty snack purchase for household, by household income, October 2012
                                                                                                                                                                                                                                • Consumption less directly tied to household income
                                                                                                                                                                                                                                  • Figure 93: Salty snack purchase for self, by household income, October 2012
                                                                                                                                                                                                                                • Larger households more likely to purchase salty snacks
                                                                                                                                                                                                                                  • Figure 94: Salty snack purchase for household, by household size, October 2012
                                                                                                                                                                                                                              • Motivations for Purchase

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Salty snacks are commonly an impulse buy
                                                                                                                                                                                                                                      • Figure 95: Motivations for purchase, October 2012
                                                                                                                                                                                                                                    • Men are more likely than women to plan snack purchases
                                                                                                                                                                                                                                      • Figure 96: Motivations for purchase, by gender, October 2012
                                                                                                                                                                                                                                    • Young consumers swayed by impulse
                                                                                                                                                                                                                                      • Figure 97: Motivations for purchase, by age, October 2012
                                                                                                                                                                                                                                    • Microwavable popcorn and pretzels seen largely as impulse buys
                                                                                                                                                                                                                                        • Figure 98: Salty snack purchase, by motivations for purchase, October 2012
                                                                                                                                                                                                                                    • Changes in Purchase Behavior

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • Men have a more optimistic view of salty snack health than women
                                                                                                                                                                                                                                          • Figure 99: Motivations for purchasing less salty snacks, by gender, October 2012
                                                                                                                                                                                                                                          • Figure 100: Motivations for purchasing more salty snacks, by gender, October 2012
                                                                                                                                                                                                                                        • Millennials most willing to invest in the category
                                                                                                                                                                                                                                          • Figure 101: Change in purchase behavior, by age, October 2012
                                                                                                                                                                                                                                          • Figure 102: Motivations for purchasing less salty snacks, by age, October 2012
                                                                                                                                                                                                                                        • Price concerns squeeze lower-income earners out of market
                                                                                                                                                                                                                                          • Figure 103: Change in purchase behavior, by household income, October 2012
                                                                                                                                                                                                                                          • Figure 104: Motivations for purchasing less salty snacks, by household income, October 2012
                                                                                                                                                                                                                                      • Important Attributes

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Product price leads attributes of importance
                                                                                                                                                                                                                                            • Figure 105: Important attributes, by gender, October 2012
                                                                                                                                                                                                                                          • Women appear more interested in health attributes than do men
                                                                                                                                                                                                                                            • Figure 106: Health-related attributes, by gender, October 2012
                                                                                                                                                                                                                                          • Younger consumers appear interested in quality, innovation
                                                                                                                                                                                                                                            • Figure 107: Important attributes, by age, October 2012
                                                                                                                                                                                                                                          • Those aged 45+ interested in no/low claims, younger consumers like added value
                                                                                                                                                                                                                                            • Figure 108: Important health-related attributes, by age, October 2012
                                                                                                                                                                                                                                          • New flavors and limited editions may help grow pretzel sales
                                                                                                                                                                                                                                            • Figure 109: Salty snack purchase, by important attributes (1 of 2), October 2012
                                                                                                                                                                                                                                            • Figure 110: Salty snack purchase, by important attributes (2 of 2), October 2012
                                                                                                                                                                                                                                          • Potato chip eaters attracted to gluten-free and functional claims
                                                                                                                                                                                                                                            • Figure 111: Salty snack purchase, by important health-related attributes, (1 of 2) October 2012
                                                                                                                                                                                                                                            • Figure 112: Salty snack purchase, by important health-related attributes (2 of 2), October 2012
                                                                                                                                                                                                                                        • Attitudes Toward Salty Snacks

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Men appear price conscious, women motivated by health
                                                                                                                                                                                                                                                • Figure 113: Attitudes about salty snacks, by gender, October 2012
                                                                                                                                                                                                                                              • Younger consumers looking for value, health, and product innovation
                                                                                                                                                                                                                                                • Figure 114: Attitudes about salty snacks, by age, October 2012
                                                                                                                                                                                                                                              • Chips and microwave popcorn consumers good target for new offerings
                                                                                                                                                                                                                                                • Figure 115: Salty snack purchase, by attitudes about salty snacks, October 2012
                                                                                                                                                                                                                                              • Regular potato chips enjoy perception of affordability
                                                                                                                                                                                                                                                • Figure 116: Salty snack purchase, by attitudes about salty snacks, October 2012
                                                                                                                                                                                                                                              • Chips struggle in perception of health
                                                                                                                                                                                                                                                • Figure 117: Salty snack purchase, by attitudes about salty snacks, October 2012
                                                                                                                                                                                                                                              • Potato chip manufacturers need to set their products apart
                                                                                                                                                                                                                                                • Figure 118: Salty snack purchase, by attitudes about salty snacks, October 2012
                                                                                                                                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                • Black consumers appear as strong target for salty snacks
                                                                                                                                                                                                                                                    • Figure 119: Salty snack purchase, by race/Hispanic origin, October 2012
                                                                                                                                                                                                                                                  • High consumption among Asian youth good sign for future growth
                                                                                                                                                                                                                                                    • Figure 120: Potato chips, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                                                                                                    • Figure 121: Potato chips, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                                                                                                  • Asian consumers limit consumption due to health concerns
                                                                                                                                                                                                                                                    • Figure 122: Motivations for purchasing less salty snacks, by race/Hispanic origin, October 2012
                                                                                                                                                                                                                                                  • Black consumers interested in product innovation
                                                                                                                                                                                                                                                    • Figure 123: Important attributes, by race/Hispanic origin, October 2012
                                                                                                                                                                                                                                                  • Health positioning may attract Asian shoppers
                                                                                                                                                                                                                                                    • Figure 124: Important health-related attributes, by race/Hispanic origin, October 2012
                                                                                                                                                                                                                                                • Custom Consumer Group—Households with Children

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • HHs with children more likely to purchase salty snacks
                                                                                                                                                                                                                                                      • Figure 125: Salty snack purchase, by presence of children in household, October 2012
                                                                                                                                                                                                                                                      • Figure 126: Salty snack purchase, by parents with children and age, October 2012
                                                                                                                                                                                                                                                    • Children are more likely than adults to eat salty snacks
                                                                                                                                                                                                                                                        • Figure 127: Salty snacks, by age, April 2011-June 2012
                                                                                                                                                                                                                                                      • Presence of children also drives personal consumption among adults
                                                                                                                                                                                                                                                          • Figure 128: Salty snack purchase, by presence of children in household, October 2012
                                                                                                                                                                                                                                                        • Price appears as a larger concern among HHs with children
                                                                                                                                                                                                                                                          • Figure 129: Motivations for purchasing less salty snacks, by presence of children in household, October 2012
                                                                                                                                                                                                                                                        • Product claims may resonate more among HHs with children
                                                                                                                                                                                                                                                            • Figure 130: Important attributes, by presence of children in household, October 2012
                                                                                                                                                                                                                                                            • Figure 131: Attitudes about salty snacks, by presence of children in household, October 2012
                                                                                                                                                                                                                                                        • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                            • Overview of salty snacks
                                                                                                                                                                                                                                                              • Potato chips
                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures—potato chips
                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                    • Figure 132: Brand map, selected brands of potato chips buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                      • Figure 133: Key purchase measures for the top brands of potato chips, by household penetration, 2012*
                                                                                                                                                                                                                                                                    • Tortilla/tostada chips
                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures—tortilla/tostada chips
                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                          • Figure 134: Brand map, selected brands of tortilla/tostada chips buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                            • Figure 135: Key purchase measures for the top brands of tortilla/tostada chips, by household penetration, 2012*
                                                                                                                                                                                                                                                                          • Pretzels
                                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures—pretzels
                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                • Figure 136: Brand map, selected brands of pretzels buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                  • Figure 137: Key purchase measures for the top brands of pretzels, by household penetration, 2012*
                                                                                                                                                                                                                                                                                • Corn chips
                                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—corn chips
                                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                                      • Figure 138: Brand map, selected brands of corn chips buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                                        • Figure 139: Key purchase measures for the top brands of corn chips, by household penetration, 2012*
                                                                                                                                                                                                                                                                                      • Overview of popcorn/popcorn oil
                                                                                                                                                                                                                                                                                        • SS microwave popcorn
                                                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—SS microwave popcorn
                                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                                              • Figure 140: Brand map, selected brands of SS microwave popcorn buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                                                • Figure 141: Key purchase measures for the top brands of SS microwave popcorn, by household penetration, 2012*
                                                                                                                                                                                                                                                                                            • Appendix: Other Useful Tables

                                                                                                                                                                                                                                                                                              • Salty snack purchase
                                                                                                                                                                                                                                                                                                • Figure 142: Salty snack purchase, October 2012
                                                                                                                                                                                                                                                                                              • Motivations for buying
                                                                                                                                                                                                                                                                                                • Figure 143: Motivations for buying, by gender, October 2012
                                                                                                                                                                                                                                                                                                • Figure 144: Motivations for buying, by age, October 2012
                                                                                                                                                                                                                                                                                                • Figure 145: Motivations for buying, by household income, October 2012
                                                                                                                                                                                                                                                                                              • Important attributes
                                                                                                                                                                                                                                                                                                • Figure 146: Important attributes, by household income, October 2012
                                                                                                                                                                                                                                                                                                • Figure 147: Important health-related attributes, October 2012
                                                                                                                                                                                                                                                                                                • Figure 148: Important attributes, by gender and age, October 2012
                                                                                                                                                                                                                                                                                                • Figure 149: Important health-related attributes, by household income, October 2012
                                                                                                                                                                                                                                                                                              • Changes in purchase behavior
                                                                                                                                                                                                                                                                                                • Figure 150: Salty snack purchase, by motivations for purchasing less salty snacks, October 2012
                                                                                                                                                                                                                                                                                                • Figure 151: Motivations for purchasing more salty snacks, October 2012
                                                                                                                                                                                                                                                                                              • Attitudes toward salty snacks
                                                                                                                                                                                                                                                                                                • Figure 152: Attitudes about salty snacks, by household income, October 2012
                                                                                                                                                                                                                                                                                            • Appendix: Social Media—Salty Snacks

                                                                                                                                                                                                                                                                                              • Brand Usage and Awareness
                                                                                                                                                                                                                                                                                                • Figure 153: Brand usage and awareness of Lay’s, October 2012
                                                                                                                                                                                                                                                                                                • Figure 154: Brand usage and awareness of Ruffles, October 2012
                                                                                                                                                                                                                                                                                                • Figure 155: Brand usage and awareness of Tostitos, October 2012
                                                                                                                                                                                                                                                                                                • Figure 156: Brand usage and awareness of Doritos, October 2012
                                                                                                                                                                                                                                                                                                • Figure 157: Brand usage and awareness of Slim Jim, October 2012
                                                                                                                                                                                                                                                                                                • Figure 158: Brand usage and awareness of Pringles, October 2012
                                                                                                                                                                                                                                                                                              • Interaction with salty snack brands
                                                                                                                                                                                                                                                                                                • Figure 159: Interaction with Lay’s, October 2012
                                                                                                                                                                                                                                                                                                • Figure 160: Interaction with Ruffles, October 2012
                                                                                                                                                                                                                                                                                                • Figure 161: Interaction with Tostitos, October 2012
                                                                                                                                                                                                                                                                                                • Figure 162: Interaction with Doritos, October 2012
                                                                                                                                                                                                                                                                                                • Figure 163: Interaction with Slim Jim, October 2012
                                                                                                                                                                                                                                                                                                • Figure 164: Interaction with Pringles, October 2012
                                                                                                                                                                                                                                                                                              • Motivations for interacting with salty snack brands
                                                                                                                                                                                                                                                                                                • Figure 165: Why people interact with Lay’s, October 2012
                                                                                                                                                                                                                                                                                                • Figure 166: Why people interact with Ruffles, October 2012
                                                                                                                                                                                                                                                                                                • Figure 167: Why people interact with Tostitos, October 2012
                                                                                                                                                                                                                                                                                                • Figure 168: Why people interact with Doritos, October 2012
                                                                                                                                                                                                                                                                                                • Figure 169: Why people interact with Slim Jim, October 2012
                                                                                                                                                                                                                                                                                                • Figure 170: Why people interact with Pringles, October 2012
                                                                                                                                                                                                                                                                                              • Online conversations
                                                                                                                                                                                                                                                                                                • Figure 171: Select salty snack brands’ share of conversations, Oct. 5, 2012-Jan. 1, 2013
                                                                                                                                                                                                                                                                                                • Figure 172: Conversations by brand by day, Oct. 5, 2012-Jan. 1, 2013
                                                                                                                                                                                                                                                                                              • Where are people talking about salty snack brands?
                                                                                                                                                                                                                                                                                                • Figure 173: Selected salty snack brands’ share of brand conversations, by page type, Oct. 1, 2012-Jan. 1, 2013
                                                                                                                                                                                                                                                                                              • What are people talking about?
                                                                                                                                                                                                                                                                                                • Figure 174: Types of conversations concerning selected salty snack brands, Oct. 1, 2012-Jan. 1, 2013
                                                                                                                                                                                                                                                                                                • Figure 175: Types of conversation regarding selected salty snack brands, by day, Oct. 1, 2012-Jan. 1, 2013
                                                                                                                                                                                                                                                                                                • Figure 176: Types of conversation regarding selected salty snack brands, by type of website, Oct. 1, 2012-Jan. 1, 2013
                                                                                                                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                                • Food Marketing Institute (FMI)
                                                                                                                                                                                                                                                                                                  • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                                                                                    • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                                                                                      • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                                                                        • Snack Food Association (SFA)

                                                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                                                        • Aldi (USA)
                                                                                                                                                                                                                                                                                                        • Cape Cod Potato Chip Company, The
                                                                                                                                                                                                                                                                                                        • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                                                                                        • ConAgra Foods, Inc
                                                                                                                                                                                                                                                                                                        • Diamond Foods, Inc.
                                                                                                                                                                                                                                                                                                        • Frito-Lay, Inc
                                                                                                                                                                                                                                                                                                        • Idaho Fresh-Pak Inc.
                                                                                                                                                                                                                                                                                                        • Kellogg Company
                                                                                                                                                                                                                                                                                                        • Kettle Foods, Inc.
                                                                                                                                                                                                                                                                                                        • PepsiCo Inc
                                                                                                                                                                                                                                                                                                        • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                                                                        • Procter & Gamble USA
                                                                                                                                                                                                                                                                                                        • QUINOA CORPORATION
                                                                                                                                                                                                                                                                                                        • Snyder's of Hanover
                                                                                                                                                                                                                                                                                                        • The Kroger Co.
                                                                                                                                                                                                                                                                                                        • Utz Quality Foods Inc.

                                                                                                                                                                                                                                                                                                        Salty Snacks - US - January 2013

                                                                                                                                                                                                                                                                                                        £2,684.63 (Excl.Tax)