US Potato and Tortilla Chips Market Report 2025
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While innovation is key in the potato and tortilla chips market, it is equally impactful to showcase fresh ways for consumers to enjoy tortilla and potato chips – such as incorporating them into new meal ideas or creative usage occasions.
Potato and tortilla chips remain a popular snack choice, valued for their versatility in both spontaneous snacking and planned occasions.
Mintel’s potato and tortilla chips market analysis shows that generational differences play a significant role in shaping consumption trends. Gen Z’s, Millennials’, and parents’ potato chips consumption tends to be driven by factors such as convenience. In contrast, older generations like Gen X and Baby Boomers report lower consumption, with health concerns and price sensitivity often dampening tortilla chips market share among this target group.
Potato chips consumption is fueled by a balance of convenience, practicality, and emotional satisfaction. While nutrition may not always be a priority for snackers, products that successfully combine taste, convenience, affordability, and nutritional value have the potential to stand out in the market.
Key Topics Analysed in this Report
This report is written by Julia Mills, Food and Drink Analyst at Mintel. Julia joined Mintel in 2023 after spending two years working in the Food & CPG industry. Prior to Mintel, she analyzed trends and insights in both the food distribution and market research space. She holds a BA in Food & Consumer Packaged Goods Marketing from Western Michigan University.
Chips remain a snacking staple, but there is potential to spice up flavors, formats, and creative use ideas to keep the category from getting stale.
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