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Description

Description

"Salty snacks continue to see strong dollar sales growth, increasing by nearly 7% in 2019 to top $19 billion. While salty snack growth has outpaced that of other snack categories, the rate of future growth is expected to slow, given the increased snack competition from across the food/drink spectrum. While the popularity of snacking is a strength for the salty snacks category, consumers have a growing array of snack options to choose from, meaning the competition for inclusion in snack occasions is stronger than ever. Satiety, indulgence, health and portability will be key factors of focus to ensure relevance."

- Beth Bloom, Associate Director - Food & Drink

This Report looks at the following areas:

  • Salty snacks should see a 2020 bump from COVID-19
  • Salty snack consumption sees little net change in the past year
  • Popcorn, pretzels, and corn snacks could use a boost

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this report
        • Definition
        • Executive Summary

            • Market overview
              • Figure 1: Total US sales and forecast of salty snacks, at current prices, 2014-24
            • Impact of COVID-19 on salty snacks
              • Figure 2: Short, medium and long term impact of COVID-19 on Salty Snacks, April 2020
            • Top takeaways
              • The issues
                • Salty snack consumption sees little net change in the past year
                  • Figure 3: Change in salty snack consumption, January 2020
                • Popcorn, pretzels, and corn snacks could use a boost
                  • Figure 4: Share of sales of salty snacks, by segment, 2017-19
                • The opportunities
                  • Increased snacking drives increased salty snack consumption
                    • Figure 5: Reasons for eating more salty snacks, January 2020
                  • A third of salty snacks eaters eat 3-4 types
                    • Figure 6: Salty snack consumption repertoire analysis – purchase for self, January 2020
                  • Parents’ carts can be expanded with kid and adult options
                    • Figure 7: Salty snack statements – exploration, by parental status, January 2020
                • The Impact of COVID-19 on Salty Snacks

                    • Figure 8: Short, medium and long term impact of COVID-19 on Salty Snacks, April 2020
                  • Opportunities and Threats
                    • Salty snacks take a bite out of stress
                      • Figure 9: Coronavirus life disruption concern, March-April 2020
                      • Figure 10: Snack motivations, November 2018
                    • Brands can brag about non-perishability; bolster DTC availability
                      • Figure 11: Salty snack purchase location, January 2020
                    • Brands have a chance to meet more than food cravings
                      • Channel challenges
                        • Established brands will benefit from familiarity and availability
                          • Figure 12: Perception of food/drink brands, February 2019
                        • …yet getting back on the path to wellbeing will eventually resume
                        • Impact on the Salty Snacks Market

                          • Salty snacks should see a welcomed 2020 bump from COVID-19
                            • Figure 13: Total US sales and forecast of salty snacks, at current prices, 2014-24
                          • How the crisis will affect salty snacks’ key consumer segments
                            • Young shoppers already drawn toward PL and value snacks
                              • Parents are gonna need a bigger cart
                                • How a COVID-19 recession will reshape the salty snacks industry
                                  • Growth activity will shift from upstarts back to leaders
                                    • Private label will continue to thrive
                                      • Hits to value brands may be balanced out by tier switching
                                        • Online food and drink sales will accelerate
                                          • COVID-19: US context
                                          • The Market – What You Need to Know

                                            • Salty snacks see strong sales growth, should brace for slowdown post-COVID-19
                                              • Cheese and “other” salty snacks grow category share with “nutrition” focus
                                                • Salty snacks lead the competition, but must innovate to stay relevant
                                                  • COVID-19 outbreak provides an opportunity for salty snack brands
                                                  • Market Size and Forecast

                                                      • Salty snacks should see a 2020 bump from COVID-19
                                                        • Figure 14: Total US sales and forecast of salty snacks, at current prices, 2014-24
                                                        • Figure 15: Total US sales and forecast of salty snacks, at inflation-adjusted prices, 2014-24
                                                    • Market Breakdown

                                                      • Meat snacks maintain 20% share of salty snack sales
                                                        • Cheese snack boost driven by Keto craze
                                                          • Popcorn bubble bursts, can be revived
                                                            • Pretzels lose the largest share; time for a turnaround
                                                              • Corn snack momentum fading; options for growth exist
                                                                • BFY options help to boost “other” salty snack growth
                                                                  • Figure 16: Share of sales of salty snacks, by segment, 2017-19
                                                                  • Figure 17: Total US retail sales and forecast of salty snacks, by segment, 2014-24
                                                                • “Other” retail channels strengthen lead against the competition
                                                                  • Figure 18: Total US retail sales of salty snacks, by channel, at current prices, 2017 and 2019
                                                              • Market Perspective

                                                                • Snack categories battle it out to rise with the strong snack tide
                                                                  • Figure 19: Snacking frequency, January 2015 and November 2018
                                                                  • Figure 20: Percentage growth in select snack categories, 2014-19
                                                              • The Impact of COVID-19 on Salty Snacks

                                                                • COVID-19 outbreak provides an opportunity for salty snack brands
                                                                • Key Players – What You Need to Know

                                                                  • PepsiCo maintains dominance; all leaders grow
                                                                    • Cheese snacks post big gains following smart innovation
                                                                      • Pretzels are overdue for a disruptive twist
                                                                        • Category moves in right direction with sugar; now how about that salt?
                                                                        • Company and Brand Sales of Salty Snacks

                                                                          • PepsiCo maintains dominance; all leaders grow
                                                                            • Smaller “other” brands see strongest percentage growth, but may struggle in 2020
                                                                              • Figure 21: Multi-outlet sales of salty snacks, by leading companies, 52 weeks ending January 26, 2020
                                                                              • Figure 22: Multi-outlet sales of salty snacks, by leading companies, rolling 52 weeks 2019 and 2020
                                                                          • What’s Working

                                                                            • Cheese snacks post big gains following smart innovation
                                                                              • Figure 23: Multi-outlet sales of cheese snacks, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                            • Smaller brands gain share on segment-leading Jack Link’s
                                                                              • Figure 24: Multi-outlet sales of meat snacks, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                            • “Other” salty snack leaders hold ground; BFY, pork rind movement seen
                                                                              • Figure 25: Multi-outlet sales of other salty snacks, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                          • What’s Struggling

                                                                            • Pretzels need a makeover
                                                                              • Figure 26: Multi-outlet sales of pretzels, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                            • The popcorn bubble hasn’t quite burst, yet
                                                                              • Figure 27: Multi-outlet sales of popcorn, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                            • Come on corn snacks
                                                                              • Figure 28: Multi-outlet sales of corn snacks, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                            • Basic flavors abound; spicy and sweet flavors see growth
                                                                              • Figure 29: Salty snack launches, by leading flavors, 2018-20*
                                                                              • Figure 30: Salty snack launches, by fastest growing flavors, 2018-20*
                                                                            • Salty snacks move in the right direction with sugar reduction; now how about that salt?
                                                                              • Figure 31: Salty snack launches, by fastest growing claims, 2018-20*
                                                                              • Figure 32: Salty snack launches, by sodium content, 2018-20*
                                                                          • What to Watch

                                                                              • Make it easy to snack on the go
                                                                                • More reasons to snack
                                                                                  • Feed the indulgence
                                                                                    • The sophisticated splurge
                                                                                    • The Consumer – What You Need to Know

                                                                                      • Household penetration of salty snacks is strong; don’t get lazy
                                                                                        • Consumption sees little net change, but growth requires growth
                                                                                          • Category needs to do a better job at managing sodium content
                                                                                            • Morning and on-the-go snack occasions are a category white space
                                                                                              • The category should push online sales to secure share of pantry
                                                                                              • Salty Snack Consumption

                                                                                                  • Salty snacks are consumed in 92% of households
                                                                                                    • Figure 33: Salty snack purchase, January 2020
                                                                                                  • Women’s preference for calorie control seen in salty snack preference
                                                                                                    • Figure 34: Salty snack purchase – for self, by gender, January 2020
                                                                                                  • Young shoppers gravitate toward value snacks and innovative snacks
                                                                                                    • Figure 35: Salty snack purchase – for self, by age, January 2020
                                                                                                  • Pork rind heyday could be boosted by international tour of flavor/format
                                                                                                    • Figure 36: Salty snack purchase – for self, by Hispanic origin, January 2020
                                                                                                  • Teens, and their parents, are strong snack target
                                                                                                    • Figure 37: Salty snack purchase – for child, January 2020
                                                                                                  • A third of salty snacks eaters eat 3-4 types
                                                                                                    • Figure 38: Salty snack consumption – purchase for self, repertoire analysis, January 2020
                                                                                                  • Salty snackers exhibit strong engagement
                                                                                                    • Figure 39: Salty snack statements – frequency, January 2020
                                                                                                  • Younger salty snackers’ snack habits spread thinner
                                                                                                    • Figure 40: Salty snack statements – frequency, by age, January 2020
                                                                                                  • Corn and cheese snacks, pretzel thins and RTE popcorn enjoy highest frequency consumption
                                                                                                    • Figure 41: Salty snack statements – frequency, by salty snack type, January 2020
                                                                                                • Change in Salty Snack Consumption

                                                                                                    • Salty snack consumption sees little net change in the past year
                                                                                                      • Figure 42: Change in salty snack consumption, January 2020
                                                                                                    • Increased snacking drives increased salty snack consumption
                                                                                                      • Figure 43: Reasons for eating more salty snacks, January 2020
                                                                                                    • Meat snacks appeal on the go
                                                                                                      • Figure 44: Reasons for eating more salty snacks, by salty snack type purchased for self, January 2020
                                                                                                    • Salt is a killer for salty snacks
                                                                                                      • Figure 45: Reasons for eating fewer salty snacks, January 2020
                                                                                                    • Pretzels, cheese snacks and corn snacks see biggest sodium concerns
                                                                                                      • Figure 46: Reasons for eating fewer salty snacks, by salty snack type eaten, January 2020
                                                                                                    • Calorie reduction can appeal to women
                                                                                                      • Figure 47: Reasons for eating fewer salty snacks, by gender, January 2020
                                                                                                    • Health limits older shoppers; younger shoppers want to save money
                                                                                                      • Figure 48: Reasons for eating fewer salty snacks, by gender, January 2020
                                                                                                  • Salty Snack Consumption Occasions

                                                                                                      • Snacks are primarily consumed after noon and during at-home leisure
                                                                                                        • Figure 49: Salty snack consumption occasions, January 2020
                                                                                                      • More than one in five young snackers do so in the morning
                                                                                                        • Figure 50: Salty snack consumption occasions, by age, January 2020
                                                                                                      • Parents look to salty snacks to save time
                                                                                                        • Figure 51: Salty snack consumption occasions, by parental status, January 2020
                                                                                                    • Salty Snack Purchase Location

                                                                                                        • Supermarkets continue to reign; one in 10 snackers purchases online
                                                                                                          • Figure 52: Salty snack purchase location, January 2020
                                                                                                        • Online target is 25-44; convenience rules among youngest shoppers
                                                                                                          • Figure 53: Salty snack purchase location, by age, January 2020
                                                                                                        • Younger-skewing salty snacks perform well at convenience outlets
                                                                                                          • Figure 54: Salty snack purchase location, by salty snack type, January 2020
                                                                                                        • Parents seek convenience, making them a strong target for online sales
                                                                                                          • Figure 55: Salty snack purchase location, by parental status, January 2020
                                                                                                      • Salty Snack Purchase Habits

                                                                                                        • Planned purchase
                                                                                                          • Consumers like to have a snack stash
                                                                                                            • Figure 56: Salty snack statements – habits, January 2020
                                                                                                          • Exploration
                                                                                                            • Salty snack buyers are fairly loyal
                                                                                                              • Figure 57: Salty snack statements – exploration, January 2020
                                                                                                            • 25-44s are more likely to explore the range
                                                                                                              • Figure 58: Salty snack statements – exploration, by age, January 2020
                                                                                                            • Parents’ carts can be expanded with kid and adult options
                                                                                                              • Figure 59: Salty snack statements – exploration, by parental status, January 2020
                                                                                                            • Variety packs
                                                                                                              • Variety packs are more popular than single-flavor multi-packs
                                                                                                                • Figure 60: Salty snack statements – packs, January 2020
                                                                                                              • Variety packs are popular among parents
                                                                                                                • Figure 61: Salty snack statements – packs, by parental status, January 2020
                                                                                                            • Snack Associations

                                                                                                              • Popcorn outperforms other segments on key attributes, needs an indulgence boost
                                                                                                                • Meat snacks haven’t quite found their footing
                                                                                                                  • Cheese snacks lead purchase in the category, need to improve health perception
                                                                                                                    • Corn snack perception tracks with cheese snacks; sodium and carbs are Achilles heel
                                                                                                                      • It’s time for a pretzel makeover
                                                                                                                        • Figure 62: Correspondence Analysis – Symmetrical map – Snack associations, January 2020
                                                                                                                        • Figure 63: Snack associations, January 2020
                                                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                                                      • Data sources
                                                                                                                        • Sales data
                                                                                                                          • Consumer survey data
                                                                                                                            • Correspondence analysis methodology
                                                                                                                              • Abbreviations and terms
                                                                                                                                • Abbreviations
                                                                                                                                • Appendix – The Market

                                                                                                                                    • Figure 64: Total US retail sales and forecast of meat snacks, at current prices, 2014-24
                                                                                                                                    • Figure 65: Total US retail sales and forecast of meat snacks, at inflation-adjusted prices, 2014-24
                                                                                                                                    • Figure 66: Total US retail sales and forecast of cheese snacks, at current prices, 2014-24
                                                                                                                                    • Figure 67: Total US retail sales and forecast of cheese snacks, at inflation-adjusted prices, 2014-24
                                                                                                                                    • Figure 68: Total US retail sales and forecast of popcorn, at current prices, 2014-24
                                                                                                                                    • Figure 69: Total US retail sales and forecast of popcorn, at inflation-adjusted prices, 2014-24
                                                                                                                                    • Figure 70: Total US retail sales and forecast of pretzels, at current prices, 2014-24
                                                                                                                                    • Figure 71: Total US retail sales and forecast of pretzels, at inflation-adjusted prices, 2014-24
                                                                                                                                    • Figure 72: Total US retail sales and forecast of corn snacks, at current prices, 2014-24
                                                                                                                                    • Figure 73: Total US retail sales and forecast of corn snacks, at inflation-adjusted prices, 2014-24
                                                                                                                                    • Figure 74: Total US retail sales and forecast of other salty snacks, at current prices, 2014-24
                                                                                                                                    • Figure 75: Total US retail sales and forecast of other salty snacks, at inflation-adjusted prices, 2014-24
                                                                                                                                • Appendix – Retail Channels

                                                                                                                                    • Figure 76: US supermarket sales of salty snacks, at current prices, 2014-19
                                                                                                                                    • Figure 77: US drugstore sales of salty snacks, at current prices, 2014-19
                                                                                                                                    • Figure 78: US convenience store sales of salty snacks, at current prices, 2014-19
                                                                                                                                    • Figure 79: US sales of salty snacks through other retail channels, at current prices, 2014-19

                                                                                                                                About the report

                                                                                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                • The Consumer

                                                                                                                                  What They Want. Why They Want It.

                                                                                                                                • The Competitors

                                                                                                                                  Who’s Winning. How To Stay Ahead.

                                                                                                                                • The Market

                                                                                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                • The Innovations

                                                                                                                                  New Ideas. New Products. New Potential.

                                                                                                                                • The Opportunities

                                                                                                                                  Where The White Space Is. How To Make It Yours.

                                                                                                                                • The Trends

                                                                                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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