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Crisps, Savoury Snacks and Nuts - UK - January 2019

"Snacks are one area where health priorities take more of a backseat for consumers. In light of the government expectations of calorie reductions, this poses a notable challenge to the category. Brands looking to explore a better-for-you positioning in line with government goals need to ensure products deliver on taste and excitement to entice trial among a larger share of the population."
- Anita Winther, Research Analyst

This Report looks at the following areas:

  • No simple path for category to achieve calorie reduction target
  • Low-fat is key health cue for the category
  • Scope to mine comfort food position in crisps, savoury snacks, and nuts

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Volume and value growth continue for market and over next five years
              • Figure 1: Forecast of UK retail value sales of crisps, savoury snacks, and nuts, 2013-23
            • Sales jump for potato-based and other snacks, popcorn’s growth slows
              • Figure 2: UK retail value sales of crisps, savoury snacks, and nuts, by segment, 2017 and 2018 (est)
            • Healthy eating remains on the agenda
              • Crisps packaging criticised in plastic waste debate
                • Companies and brands
                  • Pringles reverses fortunes; Hula Hoops grows ahead of segment
                    • Figure 3: Leading brands’ shares in the UK potato-based, baked, and other snacks market, by value, 2017/18*
                  • Walkers sees mixed performances in crisps
                    • Figure 4: Leading brands’ shares of value sales in the UK crisps market, 2017/18*
                  • Flavour and texture remain central to NPD
                    • Health-led NPD continues
                      • PepsiCo retains substantial lead in adspend
                        • Intersnack maintains spend, Kettle Foods steps up activity
                          • Walkers’ leading position is cemented by perceptions of trust and quality
                            • The consumer
                              • Crisps, savoury snacks, and nuts are universally eaten
                                • Figure 5: Types of crisps, savoury snacks, and nuts eaten, October 2018
                              • Limited interest in healthier variants
                                • Figure 6: How often people look for healthier or new types of crisps, savoury snacks, and nuts, October 2018
                              • Low-fat is key health cue in the category, all-natural ingredients for the health-led
                                • Figure 7: Qualities looked for in healthier types of crisps, savoury snacks, and nuts, October 2018
                              • Many view crisps, savoury snacks, and nuts as a comfort food; snacks for drinks pairing appeal widely
                                • Figure 8: Behaviours relating to crisps, savoury snacks, and nuts, October 2018
                              • Price incentives are most likely to entice trial, a better-for-you positioning attracts interest
                                • Figure 9: Factors that would encourage trial of new types of crisps, savoury snacks, and nuts, October 2018
                              • What we think
                              • Issues and Insights

                                • No simple path for category to achieve calorie reduction target
                                  • The facts
                                    • The implications
                                      • Low-fat is key health cue for the category
                                        • The facts
                                          • The implications
                                            • Scope to mine comfort food position in crisps, savoury snacks, and nuts
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Volume and value growth continue for market
                                                    • Growth on the cards over next five years
                                                      • Sales jump for potato-based and other snacks
                                                        • Popcorn’s growth slows; inflation fuels growth in nuts
                                                          • Healthy eating remains on the agenda
                                                            • Crisps packaging criticised in plastic waste debate
                                                            • Market Size and Forecast

                                                              • Market continues to enjoy growth
                                                                • Sharing occasions and ‘snackification’ trends continue to support the market
                                                                  • Value sales lifted by inflation
                                                                    • Figure 10: UK retail value and volume sales of crisps, savoury snacks, and nuts, 2013-23
                                                                  • The future
                                                                    • Figure 11: Forecast of UK retail value sales of crisps, savoury snacks, and nuts, 2013-23
                                                                    • Figure 12: Forecast of UK retail volume sales of crisps, savoury snacks, and nuts, 2013-23
                                                                  • Forecast methodology
                                                                  • Market Segmentation

                                                                    • Sales of potato-based and other snacks jumps
                                                                      • Baked snacks value sales stabilises
                                                                        • Figure 13: UK retail value sales of crisps, savoury snacks, and nuts, by segment, 2013-18
                                                                        • Figure 14: UK retail volume sales of crisps, savoury snacks, and nuts, by segment, 2013-18
                                                                      • Popcorn’s growth slows
                                                                        • Meat snacks have benefitted from high protein trend
                                                                          • Inflation continues to fuel growth in nuts
                                                                            • Figure 15: UK retail value and volume sales of nuts, by sub-segment, 2017 and 2018
                                                                        • Market Drivers

                                                                          • Healthy eating remains on the agenda
                                                                            • PHE advise on limiting calorie consumption
                                                                              • Crisps and savoury snacks are among categories called on to cut calories
                                                                                • Category makes progress on salt reduction
                                                                                  • Category faces dual pressure to make packaging recyclable
                                                                                    • Spotlight on environmental impact of plastic waste
                                                                                      • Crisps packaging targeted by environmental campaigners
                                                                                        • Companies set to pay for recycling under new government plans
                                                                                          • Walkers and Pringles link with TerraCycle
                                                                                            • Two Farmers launches crisps with 100% compostable bag
                                                                                              • Brexit vote drives inflation
                                                                                                • Potato and wheat prices rise as crops are dented by weather
                                                                                                  • Real incomes grow in 2018
                                                                                                    • Squeezed incomes could benefit category
                                                                                                    • Companies and Brands – What You Need to Know

                                                                                                      • Pringles reverses fortunes; Hula Hoops grows ahead of segment
                                                                                                        • Walkers sees mixed performances in crisps
                                                                                                          • Flavour and texture remain central to NPD
                                                                                                            • Health-led NPD continues
                                                                                                              • PepsiCo retains substantial lead in adspend
                                                                                                                • Intersnack maintains spend, Kettle Foods steps up activity
                                                                                                                  • Walkers’ leading position is cemented by perceptions of trust and quality
                                                                                                                  • Market Share

                                                                                                                    • The market sees a wave of acquisitions
                                                                                                                      • Intersnacks snaps up brands to build its premium and better-for-you offering
                                                                                                                        • Smaller brands extend their offering
                                                                                                                          • International conglomerates build their footing
                                                                                                                            • Leading brands enjoy value growth in potato-based and other snacks segment
                                                                                                                              • PepsiCo retains top position, but loses share
                                                                                                                                • Pringles reverses fortunes
                                                                                                                                  • Hula Hoops grows ahead of segment
                                                                                                                                    • Figure 16: Leading brands’ sales and shares in the UK potato-based, baked, and other snacks market, by value and volume, 2016/17 and 2017/18
                                                                                                                                  • Walkers sees mixed performances in crisps
                                                                                                                                    • Walkers Max leaps ahead, core range struggles
                                                                                                                                      • Walkers Sensations grows following revamp, McCoy’s holds market share
                                                                                                                                        • Figure 17: Leading brands’ sales and shares in the UK crisps market, by value and volume, 2016/17 and 2017/18
                                                                                                                                      • Top popcorn brand Butterkist sees sales fall as segment momentum stalls
                                                                                                                                        • Figure 18: Leading brands’ sales and shares in the UK popcorn market, by value and volume, 2016/17 and 2017/18
                                                                                                                                      • Own-label reinforces position as leader in nuts
                                                                                                                                        • Figure 19: Leading brands’ sales and shares in the UK nuts market, by value and volume, 2016/17 and 2017/18
                                                                                                                                      • Peperami and Fridge Raiders dominate meat snacks
                                                                                                                                        • Figure 20: Leading brands’ sales and shares in the UK meat snacks market, by value and volume, 2016/17 and 2017/18
                                                                                                                                    • Launch Activity and Innovation

                                                                                                                                      • Flavour and texture remain central to NPD
                                                                                                                                        • Quirky flavours look to ensure snacks’ relevance at Christmas and create buzz
                                                                                                                                          • Figure 21: Selected Christmas variants of crisps, 2018
                                                                                                                                        • NPD continues to explore on-trend cuisines
                                                                                                                                            • Figure 22: Selected world food inspired snacks, 2018
                                                                                                                                          • Interactive flavour experiences look to drive standout
                                                                                                                                            • Seabrook Crisps offers a heat challenge
                                                                                                                                              • Doritos and Create a Crisp invite fans to blend flavours
                                                                                                                                                • Figure 23: Selected savoury snacks offering ‘interactive’ flavour experiences, 2018
                                                                                                                                              • Textures get amped up – crunchiness and beyond
                                                                                                                                                • Figure 24: Selected savoury snacks focusing on texture, 2018
                                                                                                                                              • Packaging developments target green credentials and new occasions
                                                                                                                                                • Crisps make headlines for packaging waste
                                                                                                                                                  • Packaging schemes and volume reductions from leading players
                                                                                                                                                    • Figure 25: Selected formats with less/biodegradable/recyclable packaging claims, 2018
                                                                                                                                                  • New pack sizes target new occasions
                                                                                                                                                    • Figure 26: Brands moving into grab bag and party pack formats, 2018
                                                                                                                                                  • Numerous players revamp pack design
                                                                                                                                                    • Figure 27: Walkers flavours of the decades and regional favourites, 2018
                                                                                                                                                  • Health-led NPD continues
                                                                                                                                                    • Fibre claims leap ahead, L/N/R fat is top minus claim
                                                                                                                                                      • Figure 28: Share of new product launches in the UK crisps, savoury snacks, and nuts market, by top 20 claims (sorted by 2018), 2014-18
                                                                                                                                                    • Protein claims are a growing trend
                                                                                                                                                      • Figure 29: Selected snacks highlighting protein, 2018
                                                                                                                                                    • Popped and puffed variants gain ground in NPD
                                                                                                                                                      • Figure 30: Share of crisps, nuts, and savoury snacks launches referencing puffed or popped production methods, 2014-18
                                                                                                                                                    • Beans and pulses stake their claim as better-for-you ingredients
                                                                                                                                                      • Figure 31: Selected snacks using ingredients like chickpeas, lentils, and beans, 2018
                                                                                                                                                      • Figure 32: Selected snacks using less well-established better-for-you ingredients, 2018
                                                                                                                                                  • Advertising and Marketing Activity

                                                                                                                                                    • 2018 brings another year of declining ad spend
                                                                                                                                                      • Figure 33: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks, and nuts, 2014-18*
                                                                                                                                                    • PepsiCo retains substantial lead in adspend
                                                                                                                                                      • Figure 34: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks, and nuts, by top 10 advertisers (sorted by 2018), 2014-18
                                                                                                                                                    • Core Walkers brand looks to history, regionality, and Christmas in 2018 campaigns
                                                                                                                                                      • Figure 35: Walkers ‘Celebrating 70 Years Of The Nation's Favourite | Walkers Crisps’ ad, April 2018
                                                                                                                                                      • Figure 36: Walkers ‘Regional favourites ad, September 2018
                                                                                                                                                      • Figure 37: Walkers ‘Christmas festive flavours’ ad, November 2018
                                                                                                                                                    • On-pack promotions align with football World Cup and experience days
                                                                                                                                                      • New ad campaign supports repackaged Sunbites and the launch of Poppables
                                                                                                                                                        • Figure 38: Sunbites ‘Good Grows’ ad, July 2018
                                                                                                                                                        • Figure 39: Walkers Poppables ‘Taste the poppabilities’ ad, May 2018
                                                                                                                                                      • New flavour-focused variants enjoy strong support
                                                                                                                                                        • Figure 40: Walkers Sensations Streetmix ‘Feast For The Senses’ ad, September 2018
                                                                                                                                                        • Figure 41: Walkers Max Strong ‘Beer Magnets’ ad, January 2018
                                                                                                                                                      • Doritos puts the spotlight on ‘superfans’ and new Collisions
                                                                                                                                                        • Figure 42: Doritos Ultimate Superfan campaign, May 2018
                                                                                                                                                        • Figure 43: Doritos Collisions campaign, September 2018
                                                                                                                                                      • Intersnack broadly maintains spend in 2018
                                                                                                                                                        • McCoy’s and Hula Hoops bring back 2018 ads
                                                                                                                                                          • Figure 44: McCoy’s ‘When flavour calls’ ad, September 2018
                                                                                                                                                          • Figure 45: Hula Hoops ‘Hands Full’ ad, September 2018
                                                                                                                                                        • KP Nuts sees the return of CGI elephant and the launch of a pale ale and Christmas jumper
                                                                                                                                                          • Figure 46: KP Nuts ‘The Nut Nut’s Nut’ ad, July 2018
                                                                                                                                                          • Figure 47: KP Nuts ‘KPA’ and ‘The Ultimate Xmas Jumper’, October and December 2018
                                                                                                                                                        • Butterkist returns with 2017 ad
                                                                                                                                                          • Figure 48: Butterkist ‘Make the Moment’ ad, 2017 and March 2018
                                                                                                                                                        • KP Snacks promotes lighter snacks
                                                                                                                                                          • Kettle Foods steps up activity in 2018 to mark 30th anniversary in UK
                                                                                                                                                            • Figure 49: Kettle Chips ‘Real Food Real Pleasure’ ad, April 2018
                                                                                                                                                          • Pringles looks to World Cup and social media competitions
                                                                                                                                                            • Figure 50: Pringles ‘Pop, Play, Eat’ ad, May 2018
                                                                                                                                                          • Kerry supports relaunched Fridge Raiders umbrella brand
                                                                                                                                                            • Figure 51: Fridge Raiders ‘Get a Taste for Power’ ad, July 2018
                                                                                                                                                          • Peperami puts the spotlight on its beef variant
                                                                                                                                                            • Figure 52: Peperami ‘Meat My Brother from Another Mother’ ad, November 2018
                                                                                                                                                          • Nielsen Ad Intel coverage
                                                                                                                                                          • Brand Research

                                                                                                                                                              • Brand map
                                                                                                                                                                • Figure 53: Attitudes towards and usage of selected brands, November 2018
                                                                                                                                                              • Key brand metrics
                                                                                                                                                                • Figure 54: Key metrics for selected brands, November 2018
                                                                                                                                                              • Brand attitudes: Walkers leads on positive perceptions
                                                                                                                                                                • Figure 55: Attitudes, by brand, November 2018
                                                                                                                                                              • Brand personality: Pringles stands out as fun
                                                                                                                                                                • Figure 56: Brand personality – Macro image, November 2018
                                                                                                                                                              • Low associations with unhealthy, but also with naturalness
                                                                                                                                                                • Figure 57: Brand personality – Micro image, November 2018
                                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                                              • Crisps, savoury snacks, and nuts are universally eaten
                                                                                                                                                                • Limited interest in healthier variants
                                                                                                                                                                  • Most people are rarely adventurous in their snack choice
                                                                                                                                                                    • Low-fat is key health cue in the category
                                                                                                                                                                      • All-natural ingredients are top healthy priority for the most health-led
                                                                                                                                                                        • Many view crisps, savoury snacks, and nuts as a comfort food
                                                                                                                                                                          • Snacks designed for alcoholic drinks pairing garner widespread interest
                                                                                                                                                                            • Price incentives are most likely to entice trial
                                                                                                                                                                              • A better-for-you positioning attracts interest
                                                                                                                                                                              • Types of Crisps, Savoury Snacks, and Nuts Eaten

                                                                                                                                                                                • ‘Everyone’ eats crisps, savoury snacks, and nuts
                                                                                                                                                                                  • Figure 58: Repertoire of types of crisps, savoury snacks, and nuts eaten, October 2018
                                                                                                                                                                                • Crisps and crisp-style snacks are eaten near universally
                                                                                                                                                                                  • Figure 59: Types of crisps and crisp-style snacks eaten, October 2018
                                                                                                                                                                                  • Figure 60: Frequency of eating crisps, savoury snacks, and nuts, October 2018
                                                                                                                                                                                • More than half of Brits eat nuts
                                                                                                                                                                                  • Figure 61: Types of nuts eaten, October 2018
                                                                                                                                                                                • Popcorn is eaten by two in five…
                                                                                                                                                                                  • …while one in five eat meat snacks
                                                                                                                                                                                    • Figure 62: Types of other savoury snacks eaten, October 2018
                                                                                                                                                                                  • Baked is most popular healthier preparation type
                                                                                                                                                                                    • Figure 63: Styles of crisps, savoury snacks, and nuts eaten, October 2018
                                                                                                                                                                                • Demand for Healthier and New Types of Crisps, Savoury Snacks, and Nuts

                                                                                                                                                                                  • Three in 10 look for healthier types all or most of the time
                                                                                                                                                                                    • Limited interest in healthier variants poses a challenge in light of PHE targets
                                                                                                                                                                                      • Figure 64: How often people look for healthier or new types of crisps, savoury snacks, and nuts, October 2018
                                                                                                                                                                                    • 25-34-year-olds seek out healthier options most often
                                                                                                                                                                                      • Most people are rarely adventurous in their snack choice
                                                                                                                                                                                        • Core young users’ experimental mindset drives the need for newness
                                                                                                                                                                                        • Qualities Looked for in Healthier Crisps, Savoury Snacks, and Nuts

                                                                                                                                                                                          • Low-fat is key health cue in the category
                                                                                                                                                                                            • Non-fried preparation and lower calories resonate less widely
                                                                                                                                                                                              • Figure 65: Qualities looked for in healthier types of crisps, savoury snacks, and nuts, October 2018
                                                                                                                                                                                            • Interest in low-salt peaks among over-65s
                                                                                                                                                                                              • Reduced salt claims can look to highlight PHE salt target compliance
                                                                                                                                                                                                • Figure 66: UK examples of reduced salt on-pack claims, 2018
                                                                                                                                                                                              • Positive nutrition has less impact
                                                                                                                                                                                                • Figure 67: Qualities looked for in healthier types of crisps, savoury snacks, and nuts, by frequency of looking for healthier types, October 2018
                                                                                                                                                                                              • All-natural ingredients are top priority for the most health-led
                                                                                                                                                                                                • Figure 68: Examples of UK crisps, savour snacks and nuts launches making all-natural ingredients and no artificial ingredients claims, 2018
                                                                                                                                                                                            • Behaviours Relating to Crisps, Savoury Snacks, and Nuts

                                                                                                                                                                                              • No simple path to achieve calorie reduction target
                                                                                                                                                                                                • 43% would sooner eat less than switch to healthier variants
                                                                                                                                                                                                  • Smaller packs risk being labelled shrinkflation
                                                                                                                                                                                                    • Figure 69: Behaviours relating to crisps, savoury snacks, and nuts, October 2018
                                                                                                                                                                                                  • Scope for category to leverage position as comfort food more
                                                                                                                                                                                                    • Snacks designed for alcoholic drinks pairing garner widespread interest
                                                                                                                                                                                                      • Walkers and Barmies offer snacks for beer, Made for Drinks targets rum and rioja
                                                                                                                                                                                                        • Figure 70: Savoury snacks designed for drinks pairings, 2018
                                                                                                                                                                                                      • KP Nuts launches a pale ale
                                                                                                                                                                                                        • Figure 71: KP Nuts KPA beer launch, 2018
                                                                                                                                                                                                      • Signposting on pack and in store co-merchandising are means to tap interest
                                                                                                                                                                                                        • Figure 72: Joe & Seph’s popcorn packs recommending drinks pairings, 2018
                                                                                                                                                                                                    • Factors Encouraging Trial of New Crisps, Savoury Snacks, and Nuts

                                                                                                                                                                                                      • 92% of consumers could be encouraged to try a new type
                                                                                                                                                                                                        • Price incentives are most likely to entice trial
                                                                                                                                                                                                          • Figure 73: Factors that would encourage trial of new types of crisps, savoury snacks, and nuts, October 2018
                                                                                                                                                                                                        • Sampling will entice trial
                                                                                                                                                                                                          • A better-for-you positioning attracts interest
                                                                                                                                                                                                            • Products must deliver on taste and excitement alongside health
                                                                                                                                                                                                              • Figure 74: Examples of crisps, savoury snacks, and nuts scoring above average as healthy and have a high instant reaction, as well as being seen as tasty and exciting, April 2018-January 2019
                                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations, and Supporting Information

                                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                                  • Forecast methodology
                                                                                                                                                                                                                      • Figure 75: Total UK retail value sales of crisps, savoury snacks, and nuts, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                      • Figure 76: Total UK retail volume sales of crisps, savoury snacks, and nuts, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                  • Appendix – Market Share

                                                                                                                                                                                                                      • Figure 77: Leading manufacturers’ sales and shares in the UK potato-based, baked, and other snacks market, by value and volume, 2016/17 and 2017/18
                                                                                                                                                                                                                      • Figure 78: Leading manufacturers’ sales and shares in the UK crisps market, by value and volume, 2016/17 and 2017/18
                                                                                                                                                                                                                      • Figure 79: Leading manufacturers’ sales and shares in the UK popcorn market, by value and volume, 2016/17 and 2017/18
                                                                                                                                                                                                                      • Figure 80: Leading manufacturers’ sales and shares in the UK nuts market, by value and volume, 2016/17 and 2017/18
                                                                                                                                                                                                                      • Figure 81: Leading manufacturers’ sales and shares in the UK meat snacks market, by value and volume, 2016/17 and 2017/18
                                                                                                                                                                                                                  • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                      • Figure 82: Share of new product launches in the UK crisps, savoury snacks, and nuts market, by sub-category, 2014-18
                                                                                                                                                                                                                      • Figure 83: Share of new product launches in the UK crisps, savoury snacks, and nuts market, by launch type, 2014-18
                                                                                                                                                                                                                      • Figure 84: Share of new product launches in the UK crisps, savoury snacks, and nuts market, by branded and private label, 2014-18
                                                                                                                                                                                                                      • Figure 85: Share of new product launches in the UK crisps, savoury snacks, and nuts market, by top 10 companies (sorted by 2018), 2014-18
                                                                                                                                                                                                                  • Appendix – Brand Research

                                                                                                                                                                                                                    • Walkers user profile
                                                                                                                                                                                                                      • Figure 86: User profile of Walkers, November 2018
                                                                                                                                                                                                                    • Pringles user profile
                                                                                                                                                                                                                      • Figure 87: User profile of Pringles, November 2018
                                                                                                                                                                                                                    • Doritos user profile
                                                                                                                                                                                                                      • Figure 88: User profile of Doritos, November 2018
                                                                                                                                                                                                                    • Kettle user profile
                                                                                                                                                                                                                      • Figure 89: User profile of Kettle, November 2018
                                                                                                                                                                                                                    • McCoy’s user profile
                                                                                                                                                                                                                      • Figure 90: User profile of McCoy’s, November 2018
                                                                                                                                                                                                                    • Pom-Bear headline
                                                                                                                                                                                                                      • Figure 91: User profile of Pom-Bear, November 2018
                                                                                                                                                                                                                    • Fridge Raiders user profile
                                                                                                                                                                                                                      • Figure 92: User profile of Fridge Raiders, November 2018

                                                                                                                                                                                                                  Crisps, Savoury Snacks and Nuts - UK - January 2019

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