US Potato and Tortilla Chips Market Report 2024
Brand loyalties and habits are salient in the chip category. Yet, interest in flavor and BFY innovation also suggest that chip fans want to explore more ways to indulge their…

US Potato and Tortilla Chips Market Report 2024

$ 4,995 (Excl.Tax)

Report Summary

Covering the potato and tortilla chips market, this report provides actionable insights based on real consumer data. What motivates consumers to purchase chips? How do consumers engage with chips day to day? Mintel answers these questions and more.

Below, we’ve summarized the key topics covered and provided hand-selected findings from the full document.

Key Topics Covered

  • Types of chips consumed and consumption occasions by chip type.
  • Important chip purchase factors to US consumers.
  • Interest in better-for-you (BFY) and chip flavor innovation.
  • Attitudes about brands, and trial of chips.
  • The chip market landscape and brand activity.
  • Potato and tortilla chip market size, forecast, and segment performance.

US Potato and Tortilla Chip Market Size

Growth in the mature chip category is set to bring its value closer to the overall value of salty snacks through 2028. This is despite inflation and overall price increases, as potato and tortilla chips remain relevant to consumers in a competitive market. Looking ahead, brands can shift strategies further to engage the culturally curious Millennials and Gen Z (see opportunity below).

Potato and Tortilla Chip Consumer Insights

As Americans continue to consume chips at a high, near-universal rate, brands have the opportunity to understand the how and why.

  • Parents stand out in the chip category. Balancing the wants and needs of an entire household with the appeal of flavorful and better-for-you (BFY) options means parents hold positive associations with chips. Rather than stigma, the chip category offers solutions to this highly engaged demographic.
  • Potato chips outpace tortilla chips for some occasions. Potato chips show strength “As a spur-of-the-moment snack” or “As part of lunch” when compared to tortilla chips, indicating room for tortilla chips to leverage what makes potato chips win for some occasions, discussed in the report.
  • Consumers show an interest in alternative chips. Chips made with alternative base ingredients and flavor profiles particularly garner interest. However, vegetable-based chips outdo dessert flavors, indicating that the traditionally savory and salty nature of chips is still consumers’ go-to.

Opportunity for Chip Brands

Brands can cater to younger generations’ cravings for global cuisine. Chip eaters under 60 are much more likely to try new flavors, and a third of Gen Z like to try globally inspired flavors. While Mexican and Chinese are often the front-runners, subtle Asian and Latin flavors and global-food-inspired flavors can equally go viral.

Buy your copy of this report today and discover how your brand can elevate consumer interest into action. You can also browse our comprehensive snack market research.

Brands Discussed

This report reveals competitive strategies with reference to leading and more niche brands to enable insight and growth for your brand. Previously deployed innovation and marketing/advertising strategies of brands are discussed. Brands include Confetti, Real Food From the Ground Up, Wilde Protein Chips, Hardbite, Pringles, Tim’s, Lay’s, Doritos, Ruffles, Garden Veggie, and more. The market share of companies and brands is also analyzed, with year-on-year sales change and more.

Additional Features Included

  • Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentations.
  • Custom PowerPoints: Incorporate our consumer research data into your own work so you can win over your clients and stakeholders. Select insights from your report to create a custom presentation that is ready to download in minutes.
  • Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
  • Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive library of market research reports.

Expert Analysis

Leading food analyst Kamari Davis delivers expert industry insights with this in-depth report.

Brand loyalties and habits are salient in the chip category. Yet, interest in flavor and BFY innovation also suggest that chip fans want to explore more ways to indulge their cravings.

Kamari Davis, Research Analyst
Kamari Davis
Research Analyst, Food & Drink

Table of Contents

  1. Executive Summary

    • What you need to know
    • Consumer trends: key takeaways
    • Market predictions
    • Opportunities
  2. Consumer Insights

    • Potato and tortilla chip consumer: fast facts
    • Chip consumption
    • Flavored options gain traction
    • Graph 1: chip consumption, 2022 vs 2023
    • Despite the allure of the familiar, chip fans eat a pretty wide variety
    • Graph 2: repertoire of chips consumed, 2024
    • A rise in snacking leads to a rise in variety
    • Graph 3: chip consumption, by generation 2023
    • Parents are chip super fans who want more
    • Graph 4: chip consumption, by parental status, 2023
    • Chip occasions
    • Consumers look to "chip away" at shared occasions
    • Graph 5: chip occasions – NET, 2023
    • Let flavor play a role in growing occasions
    • Graph 6: chip occasions, 2023
    • Chip purchase factors
    • Changing value equation encourages variety in new ways
    • Graph 7: chip purchase factors, 2022, 2023
    • Make more room for Gen Z and millennials to indulge with healthier options
    • Graph 8: chip purchase factors, by generation, 2023
    • Parents may be willing to trade brand loyalty for healthier choices for their family
    • Graph 9: chip purchase factors, by parental status, 2023
    • Chip innovation
    • Consumers are looking for "better" not necessarily healthier
    • Graph 10: chip innovation, 2023
    • There's true optimism of BFY chip growth
    • Graph 11: chip innovation, by generation, 2023
    • Flavor is the forefront for parents
    • Graph 12: chip innovation, by parental status, 2023
    • Attitudes about brands and trial
    • Balance habit with innovation
    • Graph 13: chip attitudes, 2023
    • Loyalties are shifting, so is influence
    • Graph 14: chip attitudes, by generation, 2023
    • Parents can have an influence on brand loyalty and flavor exploration
    • Graph 15: attitudes, by parental status, 2023
    • Chip behaviors
    • Consumers are not straying away from habit
    • Graph 16: chip behaviors, 2023
    • Cater to Gen Z's chip cravings with global twists
    • Graph 17: chip behaviors, by generation, 2023
    • Encourage women to step out of their comfort zone
    • Graph 18: chip behaviors, by gender, 2023
    • When it's crunch time, parents know how to navigate brand loyalty and value
    • Graph 19: chip behaviors, by parental status, 2023
    • Attitudes and behaviors about chips
    • Strive for  healthier chips that are taste, flavor forward
    • Graph 20: chip attitudes and behaviors – NET, 2023
    • Brand collaborations inspire trial in well over half of those under 45
    • Graph 21: chip behavior, by generation – NET – any agree, 2023
    • Big and small – parents want it all
    • Graph 22: chip attitudes, by generation – NET, 2023
    • Millennials are changing the flavor game
    • Graph 23: chip attitudes, by generation – NET, 2023
  3. Competitive Strategies

    • Launch activity and innovation
    • Brands mix up the base for BFY twist
    • Potato and tortilla chips versatility leaves room for innovation
    • Flavourscape AI spotlight: sweet heat habanero and mango
    • Flavor innovation blurs the line between meal and snack…
    • …with a fun focus on sandwich combos
    • Room to take brand collabs in many directions
    • Doritos bring Takis textures to the party
    • Garden Veggie goes down the tortilla chip route
    • Marketing and advertising
    • Lay's leverages pop culture in a fresh take on collaborations to inspire extended applications…
    • …reaching for Gen Z, Millennials and parents hungry for new ideas
    • Graph 24: chip attitudes, by generation and parental status – NET – any agree – "I would eat more chips if I knew more ways to enjoy them", 2023
    • Collabs aren't always about formulation innovation: high low snacking
    • Pringles shift focus from can to character for the big game
    • Opportunities
    • Lift and shift strategies can further engage culturally curious Gen Z,  Millennials+
    • Graph 25: international cuisine consumption, 2023
    • Mainstream global cuisines encourage trial in chip form
    • Hispanic cuisines inspire bold flavor innovations
    • Harness social media to cater to adventurous palates
    • Graph 26: chip types consumed, by race, 2023
  4. The Market

    • Market context
    • Market drivers
    • Snackers keep on snacking
    • Graph 27: snacking frequency, 2023
    • Even Gen X is doubling down on snacking
    • Graph 28: changes in snacking, 2023
    • Even those with healthy finances vulnerable to brand shifts
    • Graph 29: chip attitudes, 2023
    • Market size and forecast
    • In an uber-competitive snack space, chips stay relevant
    • Price increases help propel the category, but consumers remain hungry for chips
    • Retail sales and forecast of potato and tortilla chips
    • Market segmentation
    • Potato chips expected to stay at the helm…
    • Graph 30: total retail sales and forecast of potato chips and tortilla chips, by segment, at current prices, 2018-28
    • …and tortilla chips pick up steam and share
    • It's still a wild retail ride
    • Graph 31: Total US retail sales of potato and tortilla chips, by channel, at current prices, 2018-23
    • Potato chips ride the wave of growth and competition
    • Retail sales and forecast of potato chips
    • Tortilla chip flavor innovation can lead to new occasions
    • Retail sales and forecast of tortilla chips
    • Market share/brand share
    • Private label dominates growth in Pepsico's domain
    • Sales of potato and tortilla chips, by company
    • Private label potato chips go on the offensive
    • Sales of potato chips, by company
    • Leading tortilla brands drive share growth despite private label acceleration
    • Sales of tortilla chips, by company
  5. Appendix

    • Retail sales and forecast of potato and tortilla chips, at inflation-adjusted prices
    • Market definition
    • Consumer research methodology
    • Generations
    • Forecast
    • Forecast fan chart
    • Abbreviations and terms

About the report

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.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch