2022
9
UK Crisps, Savoury Snacks and Nuts Market Report 2022
2022-02-19T03:11:54+00:00
OX1101315
2195
148119
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Report
en_GB
“While there is much openness to healthier products among users of crisps, savoury snacks and nuts, taste takes priority over healthiness for most.  While curbs on volume promotions under incoming…

UK Crisps, Savoury Snacks and Nuts Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Crisps, Savoury Snacks and Nuts report identifies consumer attitudes towards eating occasions, eating and buying crips, and healthy products in the UK. This snacks market report covers the market size, market forecast, market segmentation and industry trends for the UK Savoury Snacks and Nuts market.

Current Market Landscape

With over half of eaters of crisps, savoury snacks and nuts try to choose healthier types, this indicates a strong interest in healthy eating. However, for most people taste overrides healthiness, resulting in health attributes having a lesser influence when it comes to individual product choices than the level of interest suggests.

  • 66% of eaters of crisps, savoury snacks and nuts try to choose healthier types, while 55% check the nutritional contents of the products they eat.
  • For 73% of consumers, taste overrides healthiness.
  • 50% of consumers eat cereals more often, challenging traditional sweet treats as a snack choice.

In 2021 retail volumes were flat but value growth of 6% took sales of crisps, savoury snacks and nuts to £4.75bn. This was brought about by prices increasing due to higher production costs, including ingredients, energy, packaging and delivery, and fewer promotions due to high demand and supply-chain disruption. Rising prices are expected to be a continuing feature of the market in 2022.

Future Market Trends in Crisps, Savoury Snacks and Nuts

The introduction of high in fat, sugar or salt (HFSS) restrictions in October 2022 is set to hit volume sales of crisps and savoury snacks at the end of 2022 and into 2023. The main impact will come from store location restrictions, which are likely to reduce opportunities for impulse sales, but also restrictions on advertising affecting the visibility of HFSS products. Nuts are excluded from the restrictions, so could get more in-store prominence.

Continued flavour innovation is strongly warranted, given that eight in 10 eaters of crisps, savoury snacks and nuts think that it is fun to try new flavours. Products combining both different flavours and different textures hold further opportunities. A mix of flavours appeals to 47% of eaters of crisps, savoury snacks and nuts, while combinations of ingredients with different textures appeal to 37%.

Read on to discover more details or take a look at all of our UK Food and Foodservice market research.

Quickly understand

  • The impact of COVID-19 on the crisps, savoury snacks and nuts market.
  • Types of crisps, savoury snacks and nuts eaten, and frequency of eating.
  • Attributes looked for on different eating occasions.
  • New launch activity and product concepts of interest, as well as attitudes towards selected brands.
  • Behaviours related to eating and buying crisps, savoury snacks and nuts.
  • Factors important for products to be considered healthy.

Covered in this report

Products: Crisps (/chips), nuts, baked snacks (incl. pretzels, baked crisps), popcorn, potato-based snacks, grain-based snacks, meat snacks.

Brands: PepsiCo (Walkers Crisps, Walkers Sensations, Walkers Squares, Walkers Salt & Shake, Walkers Max, Wotsits, Monster Munch, Doritos, Quavers, Cheetos, Sunbites), Kellogg’s (Pringles), KP Snacks (McCoy’s, Tyrrells, Hula Hoops, Skips, popchips, Pom Bear, Nik Naks, Space Raiders, Butterkist), Calbee (Seabrook), Proper (Propercorn), Unilever (Gaze), Tayto (Golden Wonder), Valeo Foods (Kettle), Pladis (Jacob’s Mini Cheddars), Hula Hoops, Jack Link’s (Peperami), Kerry Foods (Fridge Raiders), Cofresh, Hippeas, M&S, Olly’s, Cheeky P’s, Asda, Taste the Difference, Nudie Snacks, The Snaffling Pig Co., Billy Franks, Made for Drink.

Expert analysis from a specialist in the field

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

While there is much openness to healthier products among users of crisps, savoury snacks and nuts, taste takes priority over healthiness for most.  While curbs on volume promotions under incoming regulations will have a limited impact on the market, the loss of in-store visibility for HFSS food and drink poses a significant threat for these impulse products. Non-HFSS variants can go some way to stem this, the changes adding urgency to NPD in this space.

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

    • The five-year outlook for crisps, savoury snacks and nuts
      • Figure 1: Category outlook, 2022-26
    • The market
    • Value sales show 2021 increase on flat volumes
    • HFSS restrictions will impact on sales
      • Figure 2: Forecast of UK retail value sales of crisps, savoury snacks and nuts, 2016-26
    • Most people snack on a daily basis
    • Strong consumer interest in healthy eating
    • HFSS restrictions on their way in 2022
    • Companies and brands
    • McCoy’s posts strong performance in 2020/21
      • Figure 3: Leading brands’ shares in the UK crisps retail market, by value, 2020/21*
    • Big sales increases for Hula Hoops, Wotsits and Quavers
      • Figure 4: Leading brands’ shares in the UK potato-based, baked and other snacks retail market, by value, 2020/21*
    • Butterkist accounts for a third of popcorn sales
    • KP extends lead in nuts segment
    • Fridge Raiders increases its share of meat snacks sales
    • Brands making moves into new segments
    • New formats look to extend appeal to more occasions
    • Push to launch healthier and ‘non-HFSS’ products
    • Flavour innovation a continuing focus of NPD
    • Big increase in 2021 advertising spending
    • Walkers the most used brand
    • The consumer
    • Eating of crisps, savoury snacks and nuts near universal
      • Figure 5: Frequency of eating crisps, savoury snacks and nuts, 2021
    • Opportunity for mixing flavours and textures
      • Figure 6: Interest in product concepts in crisps, savoury snacks and nuts, 2021
    • Fun element of flavour innovation has widespread appeal
    • Various ways to help improve the perception of brands
      • Figure 7: Behaviours related to eating crisps, savoury snacks and nuts, 2021
    • ‘Better-for-you’ attributes only looked for by a minority for any occasion
    • Exciting flavours, high quality and being indulgent are key choice drivers
      • Figure 8: Attributes looked for in crisps/crisp-style snacks, nuts and savoury, by occasion, 2021
    • Low in fat and low in salt top health factors
    • Positive nutrition currently a less important health signal
      • Figure 9: Factors important for crisps/crisp-style snacks, nuts or savoury snacks to be considered healthy, 2021
  3. Issues and Insights

    • HFSS restrictions likely to hit growth in volume sales
    • Less in-store visibility for HFSS products
    • Reducing ‘bad’ points and boosting ‘good’ points
    • Advertising for HFSS food and drink to face new rules
    • Brand-only advertising will help improve brand perceptions
    • Flavour and format innovation offers more opportunities
    • Fun element has widespread appeal
    • Exciting flavours an important purchase driver
    • But taste also about long-established flavours
    • Opportunity for mixing flavours and textures
    • Customisation appeals to three in 10
    • Opportunity to tap into interest in healthier snacks
    • Better-for-you attributes only looked for by a minority
    • Taste trumps health
    • Low in fat and low in salt top health factors
    • Brands should combine ‘less of’ and positive nutrition messages
  4. Market Size and Performance

    • Value sales show 2021 increase on flat volumes
      • Figure 10: UK retail value and volume sales of crisps, savoury snacks and nuts, 2016-21
  5. Market Forecast

    • The five-year outlook for crisps, savoury snacks and nuts
      • Figure 11: Category outlook, 2022-26
    • HFSS restrictions will impact on sales
      • Figure 12: Forecast of UK retail value sales of crisps, savoury snacks and nuts, 2016-26
      • Figure 13: Forecast of UK retail volume sales of crisps, savoury snacks and nuts, 2016-26
    • Market drivers and assumptions
      • Figure 14: Key drivers affecting Mintel’s market forecast, 2015-26
    • Forecast methodology
  6. Market Segmentation

    • Potato-based and other snacks continue to perform strongly
    • Crisp volumes slip back but high prices support value growth
    • Further growth seen in sales of popcorn
    • Sales of meat snacks go from strength to strength
      • Figure 15: UK retail value sales of crisps, savoury snacks and nuts, by segment, 2016-21
      • Figure 16: UK retail volume sales of crisps, savoury snacks and nuts, by segment, 2016-21
    • Nuts maintain gains made in 2020
      • Figure 17: UK retail value and volume sales of nuts, by sub-segment, 2019-21
  7. Market Drivers

    • Government emphasis on health intensifies
    • Out-of-home calorie labelling to be required, on-pack nutrition label consultation proposed
    • HFSS food promotion and store location restrictions to come into place in 2022
    • Advertising for HFSS food and drink to face new rules from the end of 2022
    • New targets for salt and calorie reduction
    • Strong consumer interest in healthy eating
    • COVID-19 increases spotlight on health
    • Snacking is a central part of British eating habits
    • Most people snack on a daily basis
      • Figure 18: Frequency of snacking, 2020 and 2021
    • Home becomes even more important for snacking
    • Big competition for snacking occasions
      • Figure 19: Repertoire of different types of snacks eaten, 2021
    • Population growth in some younger age groups will help support sales
      • Figure 20: Trends in the age structure of the UK population, 2016-26
    • Inflationary pressures are mounting
      • Figure 21: Consumer concerns about household finances, 2021
  8. Market Share

    • McCoy’s posts strong performance in 2020/21
      • Figure 22: Leading brands’ sales and shares in the UK crisps retail market, by value and volume, 2019/20 and 2020/21
    • Big sales increases for Hula Hoops, Wotsits and Quavers
      • Figure 23: Leading brands’ sales and shares in the UK potato-based, baked and other snacks market, by value and volume, 2019/20 and 2020/21
    • Butterkist accounts for a third of sales of popcorn
      • Figure 24: Leading brands’ sales and shares in the UK popcorn market, by value and volume, 2019/20 and 2020/21
    • KP extends lead in nuts segment
      • Figure 25: Leading brands’ sales and shares in the UK nuts market, by value and volume, 2019/20 and 2020/21
    • Fridge Raiders increases its share of meat snacks sales
      • Figure 26: Leading brands’ sales and shares in the UK meat snacks market, by value and volume, 2019/20 and 2020/21
  9. Launch Activity and Innovation

    • Brands making moves into new segments
      • Figure 27: Examples of brands extending into new segments in crisps, savoury snacks and nuts, 2021
    • New formats look to extend appeal to more occasions
      • Figure 28: Examples of new formats in brand extensions in crisps, savoury snacks and nuts, 2021
    • Push to launch healthier and ‘non-HFSS’ products
      • Figure 29: Examples of better-for-you launches in crisps, savoury snacks and nuts, 2021
      • Figure 30: Proportion of new launches in crisps, savoury snacks and nuts market making high/added fibre and high/added protein claims, 2017-21
      • Figure 31: Examples of products making both high/added fibre and high/added protein claims in crisps, savoury snacks and nuts, 2021
    • Flavour innovation a continuing focus of NPD
    • Walkers takes inspiration from local restaurant dishes
    • Limited-edition flavours link to support of football
      • Figure 32: Examples of new flavour launches by Walkers and Pringles in crisps and savoury snacks, 2021
    • Mini Cheddars launches flavours inspired by British regions
    • Tyrrells and Kettle push meaty flavours
    • Butterkist launches Chocolate Orange flavour
      • Figure 33: Examples of new flavour launches by Butterkist, Jacob’s Mini Cheddars and Tyrrells in savoury snacks and popcorn, 2021
    • Premium own label launches offer more flavour choice
      • Figure 34: Examples of premium own-label launches in crisps and savoury snacks, 2021
    • Festive ranges bring new snack combinations
      • Figure 35: Examples of snack mixes in seasonal launches in crisps, savoury snacks and nuts, 2021
    • Vegan claims continue to increase
      • Figure 36: Proportion of new launches in crisps, savoury snacks and nuts market making vegetarian and vegan/no animal ingredients claims, 2017-21
      • Figure 37: Examples of new vegetarian and plant-based launches in crisps, savoury snacks and nuts, 2021
    • More premium products in meat snacks
      • Figure 38: Examples of new vegetarian and plant-based launches in crisps, savoury snacks and nuts, 2021
  10. Advertising and Marketing Activity

    • Big increase in 2021 advertising spending
      • Figure 39: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts*, by media type, 2018-21
    • Top three advertisers dominate spending
      • Figure 40: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts*, by advertiser, 2019-21
    • Quavers leads spending by Walkers
      • Figure 41: Total above-the-line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts*, by brand, 2021
    • A conversational approach to advertising used by Walkers
    • Walkers encourages talking and sharing problems
    • Apology issued for supply shortages
    • Sandwich debate run on social media
    • Flavour-focused campaigns feature strongly
    • Return of Tyrrells flavour-focused campaign
    • McCoy’s Fire Pit Crisps focus on extreme flavour
    • Kettle highlights flavour variety
    • KP Nuts runs bold flavours campaign
    • Return of popular flavours for Quavers
    • Fun and playful themes used to target young adults
    • Doritos focuses on creativity for summer campaign
    • Mini Cheddars’ “Welcome to Cheddar Town” campaign
    • Popchips makes UK TV debut
    • Brands look to champion healthier lifestyles
    • KP Snacks continues cricket partnership
    • Walkers runs 100-calorie or less campaign
    • Movember charity partnership for KP Nuts
    • Nielsen Ad Intel coverage
  11. Brand Research

    • Brand map
      • Figure 42: Attitudes towards and usage of selected brands, 2021
    • Key brand metrics
      • Figure 43: Key metrics for selected brands, 2021
    • Brand attitudes: Walkers seen as offering good value
      • Figure 44: Attitudes, by brand, 2021
    • Brand personality: Pringles the most fun brand
      • Figure 45: Brand personality – macro image, 2021
    • Walkers – a traditional, comforting and family brand
      • Figure 46: Brand personality – micro image, 2021
    • Walkers the most used brand
    • Brand commitment also highest for Walkers
    • Pringles stands out from other brands
    • Strong trust cements Walkers’ market-leading position
    • Pringles seen as the most fun brand
    • Walkers a traditional and family brand
  12. Usage of Crisps, Savoury Snacks and Nuts

    • Eating of crisps, savoury snacks and nuts near universal
      • Figure 47: Number of different types of crisps, savoury snacks and nuts eaten in the last three months, 2021
    • Eight in 10 eat potato crisps
      • Figure 48: Types of crisps/crisp-style snacks eaten in the last three months, 2019-21
    • Nuts are eaten by over 50% of consumers
      • Figure 49: Types of nuts eaten in the last three months, 2019-21
    • Other snacks have much lower usage
      • Figure 50: Types of other savoury snacks eaten in the last three months, 2019-21
    • Eating of baked and hand-cooked snacks increases
      • Figure 51: Types of snacks eaten in the last three months, 2019-21
  13. Frequency of Eating Crisps, Savoury Snacks and Nuts

    • Crisps/crisp-style snacks are eaten most frequently
      • Figure 52: Frequency of eating crisps, savoury snacks and nuts, 2021
    • Frequency of meat snacks usage increases
  14. Interest in Product Concepts

    • Opportunity for mixing flavours and textures
      • Figure 53: Interest in product concepts in crisps, savoury snacks and nuts, 2021
    • Customisation appeals to three in 10
  15. Behaviours Related to Eating Crisps, Savoury Snacks and Nuts

    • Flavour innovation is a continuing opportunity
    • Fun element has widespread appeal
      • Figure 54: Behaviours related to eating crisps, savoury snacks and nuts, 2021
    • Exciting flavours an important purchase driver
    • But taste also about long-established flavours
    • Various ways to help improve the perception of brands
    • Support for farmers will help to win favour
    • Room for consumers to choose charitable support
  16. Attributes Looked for by Occasion

    • Better-for-you attributes only looked for by minority for any occasion
      • Figure 55: Attributes looked for in crisps/crisp-style snacks, nuts and savoury for ‘any’ occasion, 2021
      • Figure 56: Attributes looked for in crisps/crisp-style snacks, nuts and savoury, by occasion, 2021
    • Taste more important than healthiness for most people
    • Being high quality and indulgent are other key choice drivers
    • Being in a sharing bag more important if choosing for guests
      • Figure 57: Correspondence analysis, October 2021
    • Methodology
  17. Factors Important for Crisps, Savoury Snacks and Nuts to be Considered Healthy

    • Low in fat and low in salt top health factors
      • Figure 58: Factors important for crisps/crisp-style snacks, nuts or savoury snacks to be considered healthy, 2021
    • Link ‘not fried’ to lower in fat more strongly
    • Older people attach the most importance to less salt
    • Taste crucial to success of ‘reduced’ variants
    • Positive nutrition currently a less important health signal
  18. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  19. Appendix: Central Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 59: Market forecast and prediction intervals for UK value sales of crisps, savoury snacks and nuts, 2021-26
      • Figure 60: Market forecast and prediction intervals for UK volume sales of crisps, savoury snacks and nuts, 2021-26
    • Market drivers and assumptions
      • Figure 61: Key drivers affecting Mintel’s market forecast, 2020-26
    • Forecast methodology
  20. Appendix – Market Share

      • Figure 62: Leading manufacturers’ sales and shares in the UK crisps retail market, by value and volume, 2019/20 and 2020/21
      • Figure 63: Leading manufacturers’ sales and shares in the UK potato-based, baked and other snacks market, by value and volume, 2019/20 and 2020/21
      • Figure 64: Leading manufacturers’ sales and shares in the UK popcorn market, by value and volume, 2019/20 and 2020/21
      • Figure 65: Leading manufacturers’ sales and shares in the UK nuts market, by value and volume, 2019/20 and 2020/21
      • Figure 66: Leading manufacturers’ sales and shares in the UK meat snacks market, by value and volume, 2019/20 and 2020/21
  21. Appendix – Launch Activity and Innovation

      • Figure 67: Share of new launches in the crisps, savoury snacks and nuts market, by top claims, 2017-21
      • Figure 68: Share of new launches in the crisps, savoury snacks and nuts market, by sub-category, 2017-21

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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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