2023
9
UK Crisps, Savoury Snacks and Nuts Market Report 2023
2023-02-23T03:11:53+00:00
OX1155345
2195
160769
[{"name":"Snacks","url":"https:\/\/store.mintel.com\/industries\/food\/snacks"}]
Report
en_GB
“Despite the cost of living crisis and HFSS restrictions on product location from October, volume sales of crisps, savoury snacks and nuts are still up by 4% compared to pre-COVID.

UK Crisps, Savoury Snacks and Nuts Market Report 2023

£ 2,195 (Excl.Tax)

Description

Our Crisps, Savoury Snacks and Nuts Market Report is packed with in-depth analysis of the UK savoury snack foods market. You’ll find information on market size and segmentation, as well as valuable insights into future trends and innovations. Mintel’s expert analysis and recommendations will help you to understand the crisps, savoury snacks and nuts market, and anticipate what’s next for the industry.

UK Crisps, Savoury Snacks and Nuts Market – Current Market Landscape

The savoury snacks market faced a number of challenges in the past year. Consumers struggled with the cost of living crisis and new HFSS restrictions limited product visibility in store. Mintel’s comprehensive market research found that the snack food market remained as popular as ever. However, consumer attitudes and behaviours have changed, with the cost-of-living crisis and a focus on healthy eating a key driver of this.

Savoury Snack Market – Current Trends and Statistics

The cost-of-living crisis has impacted consumer behaviour in the savoury snacks market. Despite this, crisps, savoury snacks and nuts are still seen as a popular treat for an evening in. Mintel’s analysis of snack sales found that this being the leading reason for over half of consumers purchasing snacks. Strong treat connotations can insulate brands from cutbacks in the income squeeze, as even premium crisps are seen as good value.

Although HFSS restrictions have limited product visibility, this has aligned with a shift in consumer attitudes. Even when savoury snacks are bought as a treat, 65% of these consumers would like to see more healthy options from their favourite brands. 

  • Savoury snack food market size: The value of the crisps, savoury snacks and nuts market grew to £5.29 billion in 2022, driven by higher average prices.
  • Crisps market consumer behaviour: 38% of buyers of crisps/crisp-style snacks report purchasing more affordable multipacks instead of single packs.
  • Savoury snacks consumer attitudes: 62% of consumers would like to see their favourite brands offer more healthy options in their ranges.
  • Savoury snacks market opportunities: 63% of consumers bought savoury snacks for themselves as a treat, indicating that brands with strong treat connotations are set to do well in the coming year.

UK Savoury Snacks Market – Innovations and Opportunities

Consumers enjoying more evenings in represents a big selling opportunity for brands, given that 70% of consumers of crisps, savoury snacks and nuts purchase them for this occasion. Close attention to what consumers most want from these snacks when eating them on an evening in is needed for brands to maximise sales for this already hotly competed-for occasion. Treating and sharing should be central to marketing snacks for this occasion as those buying crisps, savoury snacks and nuts.

Read on to discover more about the UK Crisps, Savoury Snacks, and Nuts Market Report 2023, read our UK Consumer Snacking Market Report 2022, or take a look at our other Snacks Industry Market Research.

Quickly Understand

  • Performance of the market following the easing of COVID-19 restrictions, and challenges and opportunities arising from the rising cost of living/inflation.
  • Eating habits for crisps, savoury snacks and nuts, including types eaten and frequency of eating main types in the three months to November 2022.
  • Reasons for buying these types of snacks and the implications of these for product development and brand marketing.
  • New launch activity in crisps, savoury snacks and nuts, including non-HFSS and other healthier products, as well as flavour innovation.
  • Usage of selected brands and attitudes towards them.
  • Changes to buying behaviour related to consumers saving money, and their implications to brands.
  • Behaviours related to the eating and buying of crisps, savoury snacks and nuts, including the importance of lunches and evenings in, and the appeal of new flavours and healthier options.

Products and Savoury Snack Brands Covered in this Report

Products: Crisps, Nuts, Baked Snacks, Popcorn, Potato- and grain-based snacks, Meat snacks.

Brands: Walkers (Sensations, Baked, Wotsits, Monster Munch, Quavers, Squares, Max), KP Snacks (McCoy’s, Butterkist, KP Nuts, Hula Hoops, Nik Naks, Popchips), Jacobs (Twiglets, Mini Cheddars), Propercorn, Tyrrells, Kettle Foods, Pringles, Golden Wonder, Peperami, Fridge Raiders.

Expert Analysis from a Specialist in the UK Savoury Snacks Market

This report, written by Richard Caines, a leading senior analyst in the food industry, delivers in-depth commentary and analysis to highlight current trends in the UK crisps, savoury snacks and nuts market and add expert context to the numbers.

Despite the cost of living crisis and HFSS restrictions on product location from October, volume sales of crisps, savoury snacks and nuts are still up by 4% compared to pre-COVID. While pressure on incomes continues to create opportunities through evenings in, many consumers are taking steps to economise, putting brands under ever greater pressure to set themselves apart. The recent burst of better-for-you NPD could work in brands’ favour in tangibly setting them apart from own-label competitors in the short run and ensuring continued visibility.

Richard Caines
Principal Analyst, UK Food and Drink Research

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for crisps, savoury snacks and nuts
      • Figure 1: Outlook for crisps, savoury snacks and nuts, 2023-27
    • The market
    • Strong value growth driven by higher prices
    • Most of forecast growth will be driven by further inflation
      • Figure 2: Market size and forecast for UK retail value sales of crisps, savoury snacks and nuts, 2017-27
    • HFSS food and drink store location restrictions came into place in October 2022
    • More than two thirds of people snack daily
    • Companies and brands
    • Walkers strengthens its position in crisps
      • Figure 3: Leading brands’ sales in the UK crisps retail market, by value, 2019/20-2021/22
    • Walkers brands also do well in other bagged snacks
      • Figure 4: Leading brands’ sales in the UK potato-based, baked and other snacks market, by value, 2019/20-2021/22
    • Propercorn grows share of popcorn sales
    • NPD boosts sales of Walkers in nuts
    • Meat snack sales grow on back of higher prices
    • Looming HFSS restrictions drive healthier launch push
    • Flavour innovation continues in NPD
    • Nuts sees new flavour activity
    • Advertising spend falls by more than a fifth in 2022
    • Walkers the most trusted brand
    • The consumer
    • Near universal eating of crisps, savoury snacks and nuts endures
    • Crisps/crisp-style snacks are eaten most frequently
      • Figure 5: Frequency of eating crisps, savoury snacks and nuts, 2022
    • Snacks need to maximise appeal of products as a treat
      • Figure 6: Reasons for buying crisps/crisp-style snacks, nuts, popcorn or meat snacks in the last 3 months, 2022
    • Sales of multipacks look set to do well
      • Figure 7: Changes to buying of crisps/crisp-style snacks in the last 3 months, 2022
    • Evenings in and lunches big occasions for brands to target
      • Figure 8: Behaviours related to eating and buying crisps/crisp-style snacks, nuts, popcorn and meat snacks, 2022
  3. Issues and Insights

    • Cost of living crisis bringing changes to snack buying
    • Sales of multipacks look set to do well
    • Buying multipacks an easy money-saving swap
    • More snacks being bought from discounters
    • Frequent snack eaters also bigger discount store shoppers
    • Brands in snacks need to reaffirm their treat credentials
    • Snacks need to maximise appeal of products as a treat
    • Treat connotations needed to insulate brands from cutbacks
    • Treating and sharing central to marketing of evening snacks
    • Flavour innovation central to maintaining a compelling offering
    • Non-HFSS activity tapping interest in healthier options
    • HFSS restrictions drive healthier launch push
    • Healthier versions appeal even to treat-focused
    • Walkers Less Salt Crisps lead the way
    • New base ingredients hold potential
    • Calling out number of calories warranted
  4. Market Size and Performance

    • Strong value growth driven by higher prices
      • Figure 9: Retail market size for crisps, savoury snacks and nuts*, 2017-22
  5. Market Forecast

    • The five-year outlook for crisps, savoury snacks and nuts
      • Figure 10: Outlook for crisps, savoury snacks and nuts, 2023-27
    • Most of forecast growth will be driven by further inflation
      • Figure 11: Market size and forecast for UK retail value sales of crisps, savoury snacks and nuts, 2017-27
      • Figure 12: Market size and forecast for UK retail volume sales of crisps, savoury snacks and nuts, 2017-27
    • Number of factors influencing future sales
    • Inflation will drive 2023 growth
    • Squeeze on incomes set to continue
    • HFSS restrictions to hold back growth
    • Strong snacking culture in the UK
    • Growth in number of older children and teenagers will benefit market
    • Learnings from the last income squeeze
      • Figure 13: Performance of retail value and volume sales of crisps, savoury snacks and nuts, 2010-15
    • Forecast methodology
  6. Market Segmentation

    • Higher prices behind strong growth in crisp sales
      • Figure 14: UK retail value sales of crisps, savoury snacks and nuts, by segment, 2017-22
      • Figure 15: UK retail volume sales of crisps, savoury snacks and nuts, by segment, 2017-22
    • Similar performance as crisps for other bagged snacks
    • Sales of baked snacks go into decline
    • Value growth in popcorn driven by higher prices
    • Volume sales of meat snacks go into reverse
    • Sales of nuts by volume stagnate in 2022
      • Figure 16: retail value and volume sales of nuts, by sub-segment, 2020-22
  7. Market Drivers

    • Government measures on HFSS food and drink slow to roll out
    • HFSS food and drink store location restrictions came into place in October 2022
    • Crisps and savoury snacks fall within the scope of regulations
    • New rules on the advertising of HFSS food and drink delayed
    • Strong consumer interest in healthy eating
    • COVID-19 increases spotlight on health
    • Snacking forms a big part of people’s eating habits
    • More than two thirds of people snack daily
      • Figure 17: Frequency of snacking, 2020-22
    • Decline in number of 20-34 year olds will hamper growth
      • Figure 18: Trends in the age structure of the UK population, 2016-26
    • Inflation is the key concern for consumers, brands and the economy
    • Consumer Prices Index rises to 10.5%
    • Higher ingredient and energy costs driving inflation …
      • Figure 19: Consumer price inflation for all food, crisps and fruit and nuts, 2021-22
    • … while despite Government support, energy prices are still a major concern
    • Rising interest rates mean that the pressure will move up to middle- and higher-income households
    • Consumer spending power will be curbed
    • Consumers’ financial wellbeing has fallen from the highs of 2021 …
      • Figure 20: Household financial wellbeing index, 2016-22
    • … and most people are feeling the effects of price rises
  8. Market Share

    • Walkers extends its lead in crisps
      • Figure 21: Leading brands’ sales in the UK crisps retail market, by value and volume, 2019/20-2021/22
    • Walkers brands also do well in other bagged snacks
      • Figure 22: Leading brands’ sales in the UK potato-based, baked and other snacks market, by value and volume, 2019/20-2021/22
    • Propercorn grows share of popcorn sales
      • Figure 23: Leading brands’ sales in the UK popcorn market, by value and volume, 2019/20-2021/22
    • NPD boosts sales of Walkers in nuts
      • Figure 24: Leading brands’ sales in the UK nuts market, by value and volume, 2019/20- 2021/22
    • Meat snack sales grow on back of higher prices
      • Figure 25: Leading brands’ sales in the UK meat snacks market, by value and volume, 2019/20-2021/22
  9. Launch Activity and Innovation

    • Looming HFSS restrictions drive healthier launch push
    • Less fat, salt and calories help to reduce the ‘bad’ points
      • Figure 26: Proportion of new launches in crisps, savoury snacks and nuts market making low/no/reduced fat, sodium or calorie claims, 2018-22
    • Salt reduction helping some products to become non-HFSS
      • Figure 27: Launches in crisps/crisp-style snacks with ‘less salt’ claims, 2022
    • Fat reduction forms another part of healthier launch activity
      • Figure 28: Launches in crisps/crisp-style snacks with ‘less fat’ claims, 2022
    • Fibre and protein help to add ‘good’ points to snacks
      • Figure 29: Proportion of new launches in crisps, savoury snacks and nuts market making high/added fibre and high/added protein claims, 2018-22
      • Figure 30: Launches in crisps, savoury snacks and nuts making fibre and protein claims, 2022
    • Vegetables and pulses being used to make snacks healthier
      • Figure 31: Launches in crisps/crisp-style snacks with prominent lentil base ingredients, 2022
    • Flavour innovation continues in NPD
      • Figure 32: Proportion of new launches in crisps, savoury snacks and nuts market making seasonal, premium and limited edition claims, 2018-22
    • Christmas food theme in seasonal flavours
      • Figure 33: Examples of the Christmas food flavour theme in seasonal launches in crisps, savoury snacks and nuts, 2022
    • Pizza features as flavour for Mini Cheddars, Doritos and Pringles
      • Figure 34: Examples of new flavour launches in crisps/crisp-style snacks, 2022
    • More competition in bolder flavours
    • Nuts sees new flavour activity
      • Figure 35: Launches of new flavours in nuts, 2022
    • More flavours added in popcorn
      • Figure 36: Launches of new flavours in popcorn, 2022
    • Peperami looks to attract more adults to meat snacking with chorizo …
    • … while Fridge Raiders offers more world flavours
      • Figure 37: Launches of new flavours in meat snacks, 2022
    • Crisp brands extend offer into other snacks
      • Figure 38: Extension of crisp brands into baked snacks, 2022
  10. Advertising and Marketing Activity

    • Advertising spend falls by more than a fifth in 2022
      • Figure 39: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts*, by media type, 2019-22
    • Walkers and KP Snacks dominate advertising
      • Figure 40: Total above-the line, online display and direct mail advertising expenditure on crisps, savoury snacks and nuts*, 2019-2022
    • Walkers links talking and sharing to good mental wellbeing
    • Number of brands promote their healthier credentials
    • Walkers runs ‘100 calories or less’ advert for multipacks
    • Stronger healthier message for Walkers Baked
    • New 2023 calories focus for Hula Hoops Puft
    • Tyrells showcases its lentil crisps
    • KP Snacks puts advertising focus on maximising daytime snacking
    • Summer 2022 campaign for KP’s Snack Packs
    • McCoy’s focuses on lunchtime meal deal occasions
    • KP Snacks aims to get local communities active
    • Nielsen Ad Intel coverage
  11. Brand Research

    • Brand map
      • Figure 41: Attitudes towards and usage of selected brands, 2023
    • Key brand metrics
      • Figure 42: Key metrics for selected brands, 2023
    • Brand attitudes: Walkers most seen as offering good value
      • Figure 43: Attitudes, by brand, 2023
    • Brand personality: Pringles the most fun brand
      • Figure 44: Brand personality – macro image, 2023
    • Walkers the most traditional brand
      • Figure 45: Brand personality – micro image, 2023
  12. Usage of Crisps, Savoury Snacks and Nuts

    • Near universal eating of crisps, savoury snacks and nuts endures
    • Nine in 10 eat crisps/crisp-style snacks
      • Figure 46: Types of crisps/crisp-style snacks eaten in the last 3 months, 2019-22
    • More than half of consumers eat nuts
      • Figure 47: Types of nuts eaten in the last 3 months, 2019-22
    • Lower usage for other snacks
      • Figure 48: Types of other savoury snacks eaten in the last 3 months, 2019-22
    • Eating of baked and hand-cooked snacks increases
      • Figure 49: Types of snacks eaten in the last 3 months, 2019-22
  13. Frequency of Eating Crisps, Savoury Snacks and Nuts

    • Crisps/crisp-style snacks are eaten most frequently
      • Figure 50: Frequency of eating crisps, savoury snacks and nuts, 2022
    • Nuts are eaten as often as in 2021
  14. Reasons for Buying Crisps, Savoury Snacks and Nuts

    • Snacks need to maximise appeal of products as a treat
      • Figure 51: Reasons for buying crisps/crisp-style snacks, nuts, popcorn or meat snacks in the last 3 months, 2022
    • Kids are a big driver of purchasing
    • Brands need to keep emphasising sharing aspects
  15. Changes to Buying of Crisps/Crisp-Style Snacks

    • Sales of multipacks look set to do well
      • Figure 52: Changes to buying of crisps/crisp-style snacks in the last 3 months, 2022
    • More snacks being bought from discounters
    • A quarter buying more own-label crisps
    • Switching to own-label is as common among those with a ‘quality over quantity’ mindset
  16. Behaviours Related to Eating and Buying Crisps, Savoury Snacks and Nuts

    • Evenings in and lunches big occasions for brands to target
    • Treating and sharing central to marketing of evening snacks
      • Figure 53: Behaviours related to eating and buying crisps/crisp-style snacks, nuts, popcorn and meat snacks, 2022
    • Different lunch contexts each put requirements on snacks
    • Strong demand for healthy options from brands
    • Healthier versions appeal even to treat-focused
    • Walkers’ Less Salt Crisps lead the way
    • New base ingredients hold potential
    • Calling out number of calories warranted
    • Continuing focus on flavour innovation warranted
    • Room for more seasonal limited edition launches
    • More flavours still needed to boost stagnating nut sales
      • Figure 54: Nuts on end of aisle at Asda superstore, December 2022
  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  18. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 55: Market forecast and prediction intervals for UK value sales of crisps, savoury snacks and nuts 2022-27
      • Figure 56: Market forecast and prediction intervals for UK volume sales of crisps, savoury snacks and nuts, 2022-27
    • Market drivers and assumptions
    • Forecast methodology
  19. Appendix – Market Share

      • Figure 57: Leading manufacturers’ sales in the UK crisps retail market, by value and volume, 2019/20-2021/22
      • Figure 58: Leading manufacturers’ sales in the UK potato-based, baked and other snacks market, by value and volume, 2019/20-2021/22
      • Figure 59: Leading manufacturers’ sales in the UK popcorn market, by value and volume, 2019/20-2021/22
      • Figure 60: Leading manufacturers’ sales in the UK nuts market, by value and volume, 20019/20-2021/22
      • Figure 61: Leading manufacturers’ sales in the UK meat snacks market, by value and volume, 2020/21 and 2021/22
  20. Appendix – Launch Activity and Innovation

      • Figure 62: Share of new launches in the crisps, savoury snacks and nuts market, by sub-category, 2018-22
      • Figure 63: Share of new launches in the crisps, savoury snacks and nuts market, by claim, 2018-22
      • Figure 64: Share of new launches in the crisps, savoury snacks and nuts market with ‘baked’ in the product description, 2018-22
      • Figure 65: Share of new launches in the crisps, savoury snacks and nuts market with ‘popped’ in the product name, 2018-22
      • Figure 66: Share of new launches in the crisps, savoury snacks and nuts market with chickpeas and lentils in the product description, 2018-22

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