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Potato and Tortilla Chips - US - February 2018

Potato and tortilla chips have generated solid growth in recent years, driven by the increasing prevalence of snacking, a steady stream of new flavors, and the category’s status as a permissible indulgence. Bold and creative new flavors and forms will continue to drive sales in coming years, along with a greater emphasis on premium quality and clean ingredient lists.

This report looks at the following areas:

  • Category on track for continued modest growth
  • Potato chip purchase near universal, tortilla chips have room to grow
  • Chip purchasers can be creatures of habit

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Category on track for continued modest growth
            • Figure 1: Total US sales and fan chart forecast of potato and tortilla chips, at current prices, 2012-22
          • Potato chip purchase near universal, tortilla chips have room to grow
            • Figure 2: Chips purchase, November 2017
          • Chip purchasers can be creatures of habit
            • Figure 3: Factors influencing chips purchase, November 2017
          • The opportunities
            • Snacking dominates usage for both potato and tortilla chips
              • Figure 4: Chip occasions, November 2017
            • Younger chip purchasers more likely to buy on impulse
              • Figure 5: Chip behaviors, by age, November 2017
            • Adults 35-54, a key secondary target, express strong interest in concepts
              • Figure 6: Chip innovation areas, by age, November 2017
            • What it means
            • The Market – What You Need to Know

              • Category on track for continued modest growth
                • Potato chips account for majority of category sales
                  • Salty snacks maintain strong growth
                    • Snacking continues to grow more prevalent
                    • Market Size and Forecast

                      • Category on track for continued modest growth
                        • Figure 7: Total US sales and fan chart forecast of potato and tortilla chips, at current prices, 2012-22
                        • Figure 8: Total US sales and forecast of potato and tortilla chips, at current prices, 2012-22
                    • Market Breakdown

                      • Potato chips account for majority of category sales
                        • Figure 9: Share of potato and tortilla chips sales, by segment, 2017
                      • Tortilla chips drive growth
                        • Figure 10: Sales of potato and tortilla chips, by segment, 2012-17
                    • Market Perspective

                      • Salty snacks maintain strong growth
                        • Figure 11: Total US sales of salty snacks, by segment, 2012-17
                    • Market Factors

                      • Snacking continues to grow more prevalent
                        • Figure 12: Snacking frequency, March 2017
                      • Number of households with children down for now
                        • Figure 13: Households, by presence of own children, 2007-17
                    • Key Players – What You Need to Know

                      • PepsiCo remains dominant
                        • Ruffles gains on shift to young male target
                          • Heat wave: Takis continues to gain on intensely hot flavors
                            • Continued decline for old-line regional chip brands
                              • Uglies: using blemished potatoes to combat food waste
                              • Company Sales of Potato and Tortilla Chips

                                • PepsiCo remains dominant
                                  • Campbell’s purchase of Snyder’s-Lance may intensify competition
                                    • Private label gains may reflect the weakness of smaller regional brands
                                      • Sales of potato and tortilla chips by company
                                        • Figure 14: Multi-outlet sales of potato and tortilla chips, by leading companies, rolling 52 weeks 2016 and 2017
                                    • What’s Working?

                                      • Ruffles gains on shift to young male target
                                        • Heat wave: Takis continues to gain on intensely hot flavors
                                          • On the Border continues to grow, branches into bold flavors
                                          • What’s Struggling?

                                            • Continued decline for old-line regional chip brands
                                              • Sales of baked chips stagnate
                                              • What’s Next?

                                                • Cape Cod continues to push premiumization
                                                  • Uglies: using blemished potatoes to combat food waste
                                                    • Increasing emphasis on clean labels
                                                      • Figure 15: Potato and tortilla chip packaging claims, 2013-2017
                                                    • Beyond flavor: textures and combinations
                                                    • The Consumer – What You Need to Know

                                                      • Potato chip purchase near universal, tortilla chips have room to grow
                                                        • Chip purchasers can be creatures of habit
                                                          • Snacking dominates usage for both potato and tortilla chips
                                                            • Many chip purchasers guided by habit, but impulse could drive growth
                                                              • Restaurant style and spicy flavors draw interest, consistent with market success
                                                                • Okay to indulge on chips, up to a point
                                                                • Chips Purchase

                                                                  • Potato chip purchase near universal, tortilla chips have room to grow
                                                                    • Plain varieties purchased most widely, but category increasingly diverse
                                                                      • Figure 16: Chips purchase, November 2017
                                                                    • Variety of chips purchased drops among older adults
                                                                      • Figure 17: Chips purchase, by age, November 2017
                                                                    • Highest incidence in households with school-aged kids
                                                                      • Figure 18: Chips purchase, by presence and age of children, November 2017
                                                                    • Tortilla chip purchase skews to White, Hispanic consumers
                                                                      • Figure 19: Chips purchase, by race and Hispanic origin, November 2017
                                                                  • Factors Influencing Chips Purchase

                                                                    • Chip purchasers can be creatures of habit
                                                                      • Figure 20: Factors influencing chips purchase, November 2017
                                                                    • Younger purchasers more interested in new flavors, dietary preferences
                                                                      • Older shoppers more attuned to health measures
                                                                        • Figure 21: Factors influencing chips purchase, by age, November 2017
                                                                    • Chip Occasions

                                                                      • Snacking dominates usage for both potato and tortilla chips
                                                                        • Figure 22: Chip occasions, November 2017
                                                                    • Chip Behaviors

                                                                      • Many chip purchasers guided by habit, but impulse could drive growth
                                                                        • Figure 23: Chip behaviors, November 2017
                                                                      • Younger chip purchasers more likely to buy on impulse
                                                                        • Figure 24: Chip behaviors, by age, November 2017
                                                                    • Chip Innovation Areas

                                                                      • Restaurant style and spicy flavors draw interest, consistent with market success
                                                                        • Figure 25: Chip Innovation areas, November 2017
                                                                      • Adults 35-54, a key secondary target, express strong interest in concepts
                                                                        • Figure 26: Chip Innovation areas, by age, November 2017
                                                                    • Attitudes toward Chips

                                                                      • Okay to indulge on chips, up to a point
                                                                        • Figure 27: Attitudes toward chips, November 2017
                                                                      • Those purchasing more are an opportunity for premium, all-natural chips
                                                                        • Figure 28: Attitudes toward chips, by change in amount purchased, November 2017
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Sales data
                                                                          • Fan chart forecast
                                                                            • Consumer survey data
                                                                              • Abbreviations and terms
                                                                                • Abbreviations
                                                                                  • Terms
                                                                                  • Appendix – The Market

                                                                                      • Figure 29: Total US sales and forecast of potato and tortilla chips, at inflation-adjusted prices, 2012-22
                                                                                      • Figure 30: Total US sales and forecast of potato chips, at current prices, 2012-22
                                                                                      • Figure 31: Total US sales and forecast of potato chips, at inflation-adjusted prices, 2012-22
                                                                                      • Figure 32: Total US sales and forecast of tortilla chips, at current prices, 2012-22
                                                                                      • Figure 33: Total US sales and forecast of tortilla chips, at inflation-adjusted prices, 2012-22
                                                                                      • Figure 34: Total US retail sales of potato and tortilla chips, by channel, at current prices, 2012-2017
                                                                                  • Appendix – Key Players

                                                                                      • Figure 35: Multi-outlet sales of potato chips, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                      • Figure 36: Multi-outlet sales of tortilla chips, by leading companies and brands, rolling 52 weeks 2016 and 2017

                                                                                  Potato and Tortilla Chips - US - February 2018

                                                                                  US $4,395.00 (Excl.Tax)