2021
9
UK Crisps, Savoury Snacks and Nuts Market Report 2021
2021-03-06T03:02:37+00:00
OX1042439
2195
135307
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Report
en_GB
“More people being at home all day during COVID-19 lockdown periods has supported growth in sales of crisps, savoury snacks and nuts, the biggest usage occasions being snacking during the…

UK Crisps, Savoury Snacks and Nuts Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Crisps, Savoury Snacks and Nuts market including the behaviours, preferences and habits of the consumer.

With COVID-19 lockdowns forcing everyone to stay at home, there was a huge boost to the crisps, savoury snacks and nuts market. With more people snacking at home, the market value grew to £4.47 billion, with £173 million more spent on snacks than 2019.

While there was an increase in volume sales thanks to the popularity of sharing bags and multipacks, value lagged behind it thanks to a decrease in impulse buying of single packs. School closures meant a lack of sales for lunchboxes, but this was balanced by children snacking more at home. However, with consumers now increasingly focused on health, volume sales could be limited with more people cutting back on snacks, although the trend towards homeworking could lead to increased home snacking remaining longer term.

With 62% of adults saying they’re trying to eat more healthily, with 50% of consumers claiming to have cut back in the last 12 months. Brands may benefit from this, marketing more towards healthier crisp alternatives, with 40% of consumers agreeing that brands that bring out new flavours regularly are more appealing.

Quickly understand

  • The impact of COVID-19 on sales of crisps, savoury snacks and nuts, and consumer behaviours.
  • Frequency of eating crisps, savoury snacks and nuts, and types eaten.
  • Different occasions for eating crisps, savoury snacks and nuts.
  • New launch activity in crisps, savoury snacks and nuts, and perceptions and usage of the brands in these categories.
  • Behaviours related to eating crisps, savoury snacks and nuts, and attitudes towards them.

Covered in this report

Brands: Walkers Crisps (Walkers Sensations, Walkers Max, Walkers Doritos, Quavers, Oven Baked, Monster Munch, Wotsits), KP Snacks (McCoy’s, Tyrrells, Hula Hoops), Kettle (Valeo Foods), Seabrook, Pringles, Jacobs’, own-label.

Products: Potato crisps, vegetable crisps, nuts, popcorn, meat snacks.

Expert analysis from a specialist in the field

Written by Richard Caines, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

More people being at home all day during covid-19 lockdown periods has supported growth in sales of crisps, savoury snacks and nuts, the biggest usage occasions being snacking during the day or the evening, and with lunch. Flavour innovation continues to be a major theme in npd, including tapping interest in world cuisine flavours, while better-for-you products, premium varieties and pairing with dips and alcoholic drinks hold more potential for brands to increase sales.

Richard Caines
Senior Food & Drink Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on crisps, savoury snacks and nuts
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on crisps, savoury snacks and nuts, 3 February 2021
    • The market
    • More snacking during first lockdown boosts 2020 sales
    • Gradual re-emergence of snacking out of home
      • Figure 2: Forecast of UK retail value sales of crisps, savoury snacks and nuts, 2015-25
    • Snacking firmly entrenched in British eating habits
    • Strong interest in healthy eating
    • Government emphasis on health intensifies under COVID-19
    • Companies and brands
    • Walkers extends its lead in crisps segment
      • Figure 3: Leading brands’ shares in the UK crisps retail market, by value, 2019/20*
    • Pringles leads growth in sales of other savoury snacks
      • Figure 4: Leading brands’ shares in the UK potato-based, baked and other snacks market, by value, 2019/20*
    • Butterkist drives most of the growth in popcorn
    • Flavour innovation a major theme in NPD
    • Different levels of spice intensity being explored
    • Format diversification a feature of brand extensions
    • Dip in advertising spending during COVID-19 pandemic
    • Walkers in strong position as most trusted brand
    • The consumer
    • More than nine in 10 eat crisps, savoury snacks and nuts
    • Crisps/crisp-style snacks have most frequent usage
      • Figure 5: Frequency of eating crisps, savoury snacks and nuts, November 2020
    • Snacking the primary driver of usage
    • Daytime snacking holds further potential for nuts and popcorn
      • Figure 6: Occasions when crisps, savoury snacks and nuts eaten in the last 3 months, November 2020
    • Strong interest in products featuring world cuisines
    • Alcoholic drinks and dips pairings hold more potential
    • Opportunity for more pulses in savoury snacks
      • Figure 7: Behaviours related to eating crisps, savoury snacks and nuts, November 2020
    • Premium varieties well placed to add value to the market
    • Most people open to being swayed by healthier options
      • Figure 8: Attitudes towards crisps, savoury snacks and nuts, November 2020
  3. Issues and Insights

    • COVID-19 increases importance of targeting in-home consumption
    • People snacking at home more during COVID-19
    • Demand for on-the-go snacking dampened by COVID-19
    • More remote working and snacking at home expected long term
    • Kids’ lunchbox occasion hit by school closures
    • Focus on healthy eating presents a challenge and opportunities
    • COVID-19 increases spotlight on health
    • People cutting back on crisps/crisp-style snacks a threat to sales
    • Government plans restrictions on promotions of HFSS foods
    • Better-for-you variants have permission to play in the category
    • Opportunity for more pulses in savoury snacks
    • Highlighting different usage occasions will help to support sales
    • Evening snacking continues to warrant attention
    • Daytime snacking holds further potential for nuts and popcorn
    • Lunch pairings a good way of encouraging more eating
    • Marketing and merchandising should leverage eating with alcohol occasion
    • Suitability for dipping worth emphasising
    • Flavour innovation central to keeping users engaged with brands
    • World cuisine flavours have strong appeal
    • Constant newness keeps four in 10 buyers buying
    • Keeping their finger on latest flavour trends important
    • Premium varieties well placed to add value to the market
    • Spotlight on health also highlights potential for premium segment
  4. The Market – Key Takeaways

    • More snacking during first lockdown boosts 2020 sales
    • Larger formats gain at the expense of single packs
    • Gradual re-emergence of snacking out of home expected
    • Snacking firmly entrenched in British eating habits
    • Kids’ snacking helps drive sales
    • Strong interest in healthy eating
    • Government emphasis on health intensifies under COVID-19
    • Decline projected in most frequent core younger eaters
  5. Market Size and Forecast

    • More snacking at home helps drive sales of savoury snacks
      • Figure 9: Short-, medium- and long-term impact of COVID-19 on crisps, savoury snacks and nuts, 3 February 2021
    • More snacking during first lockdown boosts 2020 sales
      • Figure 10: UK retail value and volume sales of crisps, savoury snacks and nuts, 2015-25 (prepared on 3 February 2021)
    • Easing restrictions will dent volumes in 2021, modest growth ahead
      • Figure 11: Forecast of UK retail value sales of crisps, savoury snacks and nuts, 2015-25
      • Figure 12: Forecast of UK retail volume sales of crisps, savoury snacks and nuts, 2015-25
    • Market drivers and assumptions
      • Figure 13: Key drivers affecting Mintel’s market forecast, 2015-2025 (prepared on 3 February 2021)
    • Learnings from the last recession
      • Figure 14: Growth in value and volume retail sales of crisps, savoury snacks and nuts, 2008-12
  6. Market Segmentation

    • Potato-based and other snacks show further growth
      • Figure 15: UK retail value sales of crisps, savoury snacks and nuts, by segment, 2015-20
      • Figure 16: UK retail volume sales of crisps, savoury snacks and nuts, by segment, 2015-20
    • Potato crisps return to growth in 2020
    • Baked snacks show modest growth
    • Popcorn sales boosted by more evenings in
    • Meat snacks benefit from more snacking at home
    • Nuts benefit from strong nutrition credentials
      • Figure 17: UK retail value and volume sales of nuts, by sub-segment, 2018-20
  7. Market Drivers

    • January 2021 lockdowns will mean more snacking at home again
    • Snacking firmly entrenched in British eating habits
    • 68% of people who snack do so at least daily
    • Majority eat a wide variety of snacks
      • Figure 18: Repertoire of types of snacks eaten, March 2020
    • Kids’ snacking also helps drive sales
    • Strong interest in healthy eating
    • COVID-19 increases spotlight on health
    • Government emphasis on health intensifies under COVID-19
    • Decline projected in most frequent core younger eaters
      • Figure 19: Trends in the age structure of the UK population, 2015-25
    • Income squeeze will hit discretionary spend
    • Brexit trade deal means minimal impact on crisps and savoury snacks
  8. Companies and Brands – Key Takeaways

    • Walkers extends its lead in crisps segment
    • Pringles leads growth in sales of other savoury snacks
    • Flavour innovation a major theme in NPD
    • Different levels of spice intensity being explored
    • Format diversification a feature of brand extensions
    • Better-for-you snacks look to tap healthy eating trend
    • High/added fibre and protein messages continue to be pushed
    • Dip in advertising spending during COVID-19 pandemic
    • Walkers in strong position as most trusted brand
  9. Market Share

    • Walkers extends its lead in crisps segment
      • Figure 20: Leading brands’ sales and shares in the UK crisps retail market, by value and volume, 2018/19 and 2019/20
    • Pringles leads growth in sales of other savoury snacks
      • Figure 21: Leading brands’ sales and shares in the UK potato-based, baked and other snacks market, by value and volume, 2018/19 and 2019/20
    • Butterkist drives most of the growth in popcorn
      • Figure 22: Leading brands’ sales and shares in the UK popcorn market, by value and volume, 2018/19 and 2019/20
    • Sales of nuts dominated by own-label
      • Figure 23: Leading brands’ sales and shares in the UK nuts market, by value and volume, 2018/19 and 2019/20
    • Strong year for branded and own-label meat snacks
      • Figure 24: Leading brands’ sales and shares in the UK meat snacks market, by value and volume, 2018/19 and 2019/20
  10. Launch Activity and Innovation

    • Flavour innovation a major theme in NPD
    • Walkers ties up with restaurant chains for Taste Icons range
      • Figure 25: Walkers’ new Taste Icons range, 2020
    • Different levels of spice intensity being explored
      • Figure 26: Examples of ranges featuring spicy flavours, 2020
    • Christmas flavours another feature of NPD
      • Figure 27: Launch of Christmas flavours in crisps and savoury snacks, 2020
    • Format diversification a feature of brand extensions
      • Figure 28: Launch of new formats and sizes in crisps and savoury snacks, 2020
    • Meat snack brands extend with bars
    • Better-for-you snacks look to tap healthy eating trend
    • Exponent looks to build a better-for-you powerhouse
    • Snacks made with pulses see more launches
      • Figure 29: Examples of launches in crisps and savoury snacks featuring chickpeas, 2020
    • Popped and baked snacks continue to feature strongly
      • Figure 30: Examples of baked launches in crisps and savoury snacks, 2020
      • Figure 31: Examples of popped launches in crisps and savoury snacks, 2020
    • High/added fibre and protein messages continue to be pushed
      • Figure 32: Proportion of new launches in crisps, savoury snacks and nuts market making high/added fibre and high/added protein claims, 2016-20
      • Figure 33: Examples of launches in crisps and savoury snacks making high/added protein claims, 2020/21
      • Figure 34: Examples of launches in crisps, savoury snacks and nuts making high/added fibre claims, 2020/21
    • Vegan claims increase on the back of plant-based trend
      • Figure 35: Proportion of new launches in crisps, savoury snacks and nuts market making vegetarian and vegan/no animal ingredients claims, 2016-20
      • Figure 36: Examples of launches in crisps and savoury snacks making vegan/no animal ingredients claims, 2020
    • Premium launches and references to provenance look to add value
      • Figure 37: Examples of premium launches in crisps, savoury snacks and nuts, 2020
    • Product refreshes also an important part of launch activity
  11. Advertising and Marketing Activity

    • Dip in advertising spending during COVID-19 pandemic
      • Figure 38: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts*, by media type, 2017-20
    • Three advertisers dominate spending
      • Figure 39: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts*, by advertiser, 2019 and 2020
    • Walkers Max leads spending by Walkers
      • Figure 40: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts, by brand, 2020
    • Walkers supports new flavour launches
    • Taste Icons range featured two-for-one meal offers
    • Sausage Roll flavour supports food bank charity
    • Walkers Max promotes flavour, heat and crunch
    • Brands look to tap healthier New Year eating
    • Walkers Oven Bake promoted as simple swap
    • Hula Hoops Puft targets healthier snacking
    • New formats receive strong advertising support
    • Doritos Stax highlights distinctive triangular packaging
    • Wotsits returns to TV screens with tongue-in-cheek advert for new Giants
    • McCoy’s promotes strength of Muchos corn chips
    • Sharing occasions a big theme in premium snacks
    • Tyrrells promotes provenance, heritage and snacking experience
    • Kettle heroes its role for special occasions
    • Propercorn makes TV debut with animated campaign
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 41: Attitudes towards and usage of selected brands, December 2020
    • Key brand metrics
      • Figure 42: Key metrics for selected brands, December 2020
    • Brand attitudes: Walkers the most trusted brand
      • Figure 43: Attitudes, by brand, December 2020
    • Brand personality: Pringles seen as being the most fun brand
      • Figure 44: Brand personality – Macro image, December 2020
    • Walkers seen as the most traditional brand
      • Figure 45: Brand personality – Micro image, December 2020
    • Brand analysis
    • Walkers stands for consistently high quality
      • Figure 46: User profile of Walkers, December 2020
    • Doritos seen as the most cool brand
      • Figure 47: User profile of Doritos, December 2020
    • Pringles has shared strongest family brand and delicious image
      • Figure 48: User profile of Pringles, December 2020
    • Kettle more associated with being indulgent or special than other brands
      • Figure 49: User profile of Kettle, December 2020
    • Being delicious and indulgent relative strengths for McCoy’s
      • Figure 50: User profile of McCoy’s, December 2020
    • KP Nuts has higher proportion of lapsed users than most
      • Figure 51: User profile of KP Nuts, December 2020
    • Hula Hoops a good value, family and fun brand
      • Figure 52: User profile of Hula Hoops, December 2020
    • popchips the brand most seen as healthy
      • Figure 53: User profile of popchips, December 2020
  13. The Consumer – Key Takeaways

    • More than nine in 10 eat crisps, savoury snacks and nuts
    • Crisps/crisp-style snacks have most frequent usage
    • Snacking the primary driver of usage
    • Daytime snacking holds further potential for nuts and popcorn
    • Strong interest in products featuring world cuisines
    • Alcoholic drinks and dips pairings hold more potential
    • Opportunity for more pulses in savoury snacks
    • Premium varieties well placed to add value to the market
    • Most people open to being swayed by healthier options
  14. Impact of COVID-19 on Consumer Behaviour

    • People snacking at home more during COVID-19
    • Demand for on-the-go snacking dampened by COVID-19
    • More remote working and snacking at home expected long term
    • Kids’ lunchbox occasion hit by school closures
    • Pandemic increases focus on health
      • Figure 54: Changes in eating healthily as a priority since the COVID-19 outbreak, by gender and age, 2-11 November 2020
    • COVID-19 pandemic expected to heighten focus on sustainability
      • Figure 55: Changes in the environment being seen as a priority since the COVID-19 outbreak, by gender and age, 2-11 November 2020
    • Changes to shopping behaviour favour well-known brands
      • Figure 56: Selected behaviour changes since the COVID-19/coronavirus outbreak, December 2020 and January 2021
  15. Usage of Crisps, Savoury Snacks and Nuts

    • More than nine in 10 eat crisps, savoury snacks and nuts
      • Figure 57: Number of different types of crisps, savoury snacks and nuts eaten in the last 3 months, November 2020
    • Three quarters eat potato crisps
      • Figure 58: Types of crisps/crisp-style snacks eaten in the last 3 months, October 2019 and November 2020
    • Nuts eaten by half of consumers
      • Figure 59: Types of nuts eaten in the last 3 months, November 2020
    • Three in 10 consumers eat popcorn
      • Figure 60: Types of other savoury snacks eaten in the last 3 months, November 2020
    • Baked snacks the most popular better-for-you snack
      • Figure 61: Types of snacks eaten in the last 3 months, November 2020
  16. Frequency of Eating Crisps, Savoury Snacks and Nuts

    • Crisps/crisp-style snacks have most frequent usage
      • Figure 62: Frequency of eating crisps, savoury snacks and nuts, November 2020
    • Frequency of nut usage increases
  17. Occasions for Eating Crisps, Savoury Snacks and Nuts

    • Snacking the primary driver of usage
    • Crisps and crisp-style snacks lag behind competitors in evenings
      • Figure 63: Occasions when crisps, savoury snacks and nuts eaten in the last 3 months, November 2020
    • Daytime snacking holds further potential for nuts and popcorn
      • Figure 64: Savoury snacks aligning with key snack needs and occasions, 2020
    • Variations by age on when people are most likely to snack
    • Lunches important for crisps and meat snacks
  18. Behaviours Related to Eating Crisps, Savoury Snacks and Nuts

    • Strong interest in products featuring world cuisines
      • Figure 65: Behaviours related to eating crisps, savoury snacks and nuts, November 2020
    • Alcoholic drinks and dips pairings hold more potential
    • Marketing and merchandising should leverage eating with alcohol occasion
    • Suitability for dipping worth emphasising
    • Opportunity for more pulses in savoury snacks
  19. Attitudes towards Crisps, Savoury Snacks and Nuts

    • Premium varieties well placed to add value to the market
      • Figure 66: Attitudes towards crisps, savoury snacks and nuts, November 2020
    • Crisps/crisp-style snacks have an edge over sugary snacks on health perceptions
    • Displaying calories will appeal to one in three
    • Better-for-you variants have permission to play in the category
    • Consumers want re-sealable packaging
  20. Appendix – Data Sources, Abbreviations and Supporting Information

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

    • Forecast methodology
      • Figure 67: Total UK retail value sales of crisps, savoury snacks and nuts, best- and worst-case forecast, 2019-24
      • Figure 68: Total UK retail volume sales of crisps, savoury snacks and nuts, best- and worst-case forecast, 2019-24
  22. Appendix – Market Share

      • Figure 69: Leading manufacturers’ sales and shares in the UK crisps market, by value and volume, 2018/19 and 2019/20
      • Figure 70: Leading manufacturers’ sales and shares in the UK potato-based, baked and other snacks market, by value and volume, 2018/19 and 2019/20
      • Figure 71: Leading manufacturers’ sales and shares in the UK popcorn market, by value and volume, 2018/19 and 2019/20
      • Figure 72: Leading manufacturers’ sales and shares in the UK nuts market, by value and volume, 2018/19 and 2019/20
      • Figure 73: Leading manufacturers’ sales and shares in the UK meat snacks market, by value and volume, 2018/19 and 2019/20
  23. Appendix – Launch Activity and Innovation

      • Figure 74: Share of product launches in the UK crisps, savoury snacks and nuts market, by sub-segment, 2016-20 (sorted by 2020)
      • Figure 75: Share of product launches in the UK crisps, savoury snacks and nuts market, by claim, 2016-20 (sorted by 2020)

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