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Salty Snacks - US - March 2019

"The popularity of snacking has benefited all of the salty snacks segments and contributed to sales gains of 4.8% in 2018. While continued growth is projected in this $18 billion market, a slower growth pace is projected through 2023. The strong demand for snacks has resulted in increased competition and an expanded view of what constitutes a snack, which can challenge traditional snack categories. While craving satisfaction, flavor, and indulgence are key in this category, nearly two thirds of salty snack eaters wish there were healthier options for them to turn to."
- Beth Bloom, Associate Director – Food & Drink

This report looks at the following areas:

  • Slight sales slowdown in salty snack sales predicted
  • Salty snacks remain a slight snack favorite, but competition can be seen
  • The tug-of-war between health and indulgence

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slight sales slowdown in salty snack sales predicted
            • Figure 1: Salty snack statements – Reduction, January 2019
          • Salty snacks remain a slight snack favorite, but competition can be seen
            • Figure 2: Salty snack statements – Any agree: Preference, January 2019
          • The tug-of-war between health and indulgence
            • Figure 3: Salty snack statements – Any agree: Health, January 2019
          • The opportunities
            • Smaller segments may do well to diversify offerings
              • Figure 4: Salty snack consumption, January 2019
            • Flavor rules salty snack choice
              • Figure 5: Important salty snack attributes, January 2019
            • Low-calorie snacks could hit sweet spot of health and desire
              • Figure 6: Healthy salty snacks compared to innovation of interest, January 2019
            • What it means
            • The Market – What You Need to Know

              • Salty snack sales reach $18 billion in 2018
                • Snacking remains strong
                  • Salty snacks remain a slight snack favorite, but competition can be seen
                    • Category players can reinvent to maintain relevance
                    • Market Size and Forecast

                      • Salty snack sales reach $18 billion in 2018
                        • Figure 7: Total US retail sales and forecast of salty snacks, at current prices, 2013-23
                        • Figure 8: Total US retail sales and forecast of salty snacks, at current prices, 2013-23
                        • Figure 9: Total US retail sales and forecast of salty snacks, at inflation-adjusted prices, 2013-23
                    • Market Breakdown

                      • “Other” salty snacks soar
                        • Meat snack segment benefits from interest in protein
                          • Cheese snacks see big gains, new products can expand engagement
                            • Strong popcorn growth projected to slow
                              • Pretzels sales are flat
                                • Figure 10: Total US retail sales and forecast of salty snacks, by segment share, at current prices, 2016-18
                                • Figure 11: Total US retail sales and forecast of salty snacks, by segment, at current prices, 2013-23
                              • “Other” channels continue strong category gains
                                • Figure 12: Total US retail sales of salty snacks, by channel, at current prices, 2016 and 2018
                            • Market Perspective

                              • Salty snacks have a small, perhaps fleeting, snack advantage
                                • Figure 13: Salty snack statements – Any agree: Preference, January 2019
                              • The snack space gets complex
                                • Figure 14: Percentage growth in select snack categories, 2013-18
                                • Figure 15: Snack purchase drivers, November 2018
                              • Stacked against other snacks, category struggles with health
                                • Figure 16: Correspondence analysis – Symmetrical map – Perception of snacks, December 2018
                                • Figure 17: Perception of snacks, December 2018
                            • Market Factors

                              • Snacking remains strong
                                • Figure 18: Snacking frequency, January 2015 and November 2018
                              • Pay attention to demographic shifts
                                • Figure 19: Population by age, 2013-23
                            • Key Players – What You Need to Know

                              • PepsiCo domination persists
                                • “Low and no” claims are most popular in the category
                                  • Salty snacks get sweet
                                    • RTE popcorn challenges microwaveable
                                    • Company and Brand Sales of Salty Snacks

                                      • PepsiCo dominates MULO sales of salty snacks
                                          • Figure 20: Multi-outlet sales of salty snacks, by leading companies share, 2018
                                          • Figure 21: Multi-outlet sales of salty snacks, by leading companies, rolling 52 weeks 2017 and 2018
                                      • What’s Working?

                                        • All meat snack leaders see growth
                                          • Figure 22: Multi-outlet sales of meat snacks, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                        • Cheetos dominate cheese-flavored snacks, but even cheesier products move in
                                          • Figure 23: Multi-outlet sales of cheese snacks, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                        • Private label sees strong growth in corn snacks
                                          • Figure 24: Multi-outlet sales of corn snacks, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                        • Private label also makes gains in “other” salty snacks
                                          • Figure 25: Multi-outlet sales of other salty snacks, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                        • GMO-free claim gains steam
                                          • Figure 26: Salty snack launches – Claims share, by segment, 2015-19*
                                        • Salty snacks hit the sweet spot
                                          • Figure 27: Salty snack launches – Flavor share, by segment, 2015-19*
                                      • What’s Struggling?

                                        • Pop Secret struggles to compete against RTE popcorn options
                                          • Figure 28: Multi-outlet sales of popcorn, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                        • Most pretzel leaders dip
                                          • Figure 29: Multi-outlet sales of pretzels, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                      • What’s Next?

                                        • Flavor frenzy
                                          • Protein promotion
                                            • Very veggie
                                              • For the love of legumes
                                                • Diet specific
                                                  • Vegan varieties
                                                  • The Consumer – What You Need to Know

                                                    • 91% of US adults eat salty snacks
                                                      • Cravings drive consumption
                                                        • Consumers aren’t exhibiting healthy snack behavior
                                                          • Consumers don’t want to sacrifice flavor for health
                                                            • Snackers are more likely to stick to flavors than brands
                                                              • Big brands don’t completely stumble on health
                                                              • Salty Snacks Consumption

                                                                • Salty snack consumption nears ubiquity
                                                                  • Figure 30: Salty snack consumption, January 2019
                                                                • Close to a third of salty snacks eaters have reduced consumption
                                                                  • Figure 31: Salty snack statements – Reduction, January 2019
                                                                • Men make up a larger share of meat snack eaters
                                                                  • Figure 32: Share of salty snack consumption, by gender, January 2019
                                                                • The majority of salty snack eaters are under 45
                                                                  • Figure 33: Share of salty snack consumption, by age, January 2019
                                                                • Presence of children increases likelihood of snacking
                                                                  • Figure 34: Salty snack consumption, by parental status, January 2019
                                                              • Reasons for Salty Snacks Consumption

                                                                • Cravings and indulgence lead consumption drivers
                                                                  • Figure 35: Reasons for salty snack consumption, January 2019
                                                                • Functional attributes resonate with men
                                                                  • Figure 36: Reasons for salty snack consumption, by gender, January 2019
                                                                • Many options for messaging to younger snackers
                                                                  • Figure 37: Reasons for salty snack consumption, by age, January 2019
                                                                • Parents look for time savings
                                                                  • Figure 38: Reasons for salty snack consumption, by parental status, January 2019
                                                                • Snack reducers can be retained through time savings
                                                                  • Figure 39: Reasons for salty snack consumption, by snack statements, January 2019
                                                              • Important Salty Snacks Attributes

                                                                • Flavor rules salty snack choice
                                                                  • Figure 40: Important salty snack attributes, January 2019
                                                                • Salty snack segments can focus on unique appeal
                                                                  • Figure 41: Important salty snack attributes, by salty snack segment, January 2019
                                                                • Snack motivation impacts attribute importance
                                                                  • Figure 42: Important salty snack attributes, by reasons for salty snack consumption, January 2019
                                                                • Appeal to women through health and men through indulgence
                                                                  • Figure 43: Important salty snack attributes, by gender, January 2019
                                                                • Price is key to younger snackers
                                                                  • Figure 44: Important salty snack attributes, by age, January 2019
                                                                • Lower-earning households look for affordability and satiety
                                                                  • Figure 45: Important salty snack attributes, by household income, January 2019
                                                                • Influence of children seen in portability, portionability, and durability
                                                                  • Figure 46: Important salty snack attributes, by parental status, January 2019
                                                              • Salty Snacks Flavors

                                                                • Three quarters of salty snack eaters want cheese-flavored options
                                                                  • Figure 47: Salty snack flavors, January 2019
                                                                  • Figure 48: Salty snack flavors, by salty snack consumption, January 2019
                                                                • Flavor preferences differ by gender, men go for the extreme
                                                                  • Figure 49: Salty snack flavors, by gender, January 2019
                                                                • Younger snackers show greatest interest in unique flavors
                                                                  • Figure 50: Salty snack flavors, by age, January 2019
                                                              • Healthy Salty Snacks

                                                                • Consumers aren’t exhibiting healthy snack behavior
                                                                  • Figure 51: Salty snack statements – Health, January 2019
                                                                  • Figure 52: Salty snack statements – Any agree: Health, January 2019
                                                                • Young snackers are more interested in indulgence, but they recognize the value of health
                                                                  • Figure 53: Salty snack statements – Health, by age, January 2019
                                                                  • Figure 54: Salty snack statements – Any agree: Health, by age, January 2019
                                                                • Category can aim at health through sodium reduction
                                                                  • Figure 55: Healthy salty snacks, January 2019
                                                                • Health-conscious women can be targeted through ingredient claims
                                                                  • Figure 56: Healthy salty snacks, by gender, January 2019
                                                              • Salty Snacks Innovation

                                                                • Close to half of snackers are interested in low-calorie salty snacks
                                                                  • Figure 57: Innovation of interest, January 2019
                                                                • Pretzel thins eaters are more likely to be drawn to health innovation
                                                                  • Figure 58: Innovation of interest, by salty snack consumption, January 2019
                                                                • High-protein snacks appeal to men; women open to small pack sizes
                                                                  • Figure 59: Innovation of interest, by gender, January 2019
                                                                • Stress snackers plead for help
                                                                  • Figure 60: Innovation of interest, by reasons for salty snack consumption, January 2019
                                                              • Snack Statements

                                                                • Emotion
                                                                  • Salty snacks are more likely to improve mood than cause guilt
                                                                    • Figure 61: Salty snack statements – Any agree: Emotion, January 2019
                                                                  • Habits
                                                                    • Majority of salty snack choices are impulsive
                                                                      • Figure 62: Salty snack statements – Any agree: Impulse, January 2019
                                                                    • Brand
                                                                      • Snackers are more likely to stick to flavors than brands
                                                                        • Figure 63: Salty snack statements – Any agree: Habits, January 2019
                                                                      • Big brands don’t completely stumble on health
                                                                        • Figure 64: Salty snack statements – Brand, January 2019
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Sales data
                                                                          • Fan chart forecast
                                                                            • Consumer survey data
                                                                              • Abbreviations and terms
                                                                                • Abbreviations
                                                                                  • Terms
                                                                                  • Appendix – The Market

                                                                                      • Figure 65: Total US retail sales and forecast of meat snacks, at current prices, 2013-23
                                                                                      • Figure 66: Total US retail sales and forecast of meat snacks, at inflation-adjusted prices, 2013-23
                                                                                      • Figure 67: Total US retail sales and forecast of popcorn, at current prices, 2013-23
                                                                                      • Figure 68: Total US retail sales and forecast of popcorn, at inflation-adjusted prices, 2013-23
                                                                                      • Figure 69: Total US retail sales and forecast of cheese snacks, at current prices, 2013-23
                                                                                      • Figure 70: Total US retail sales and forecast of cheese snacks, at inflation-adjusted prices, 2013-23
                                                                                      • Figure 71: Total US retail sales and forecast of pretzels, at current prices, 2013-23
                                                                                      • Figure 72: Total US retail sales and forecast of pretzels, at inflation-adjusted prices, 2013-23
                                                                                      • Figure 73: US retail sales and forecast of corn snacks, at current prices, 2013-23
                                                                                      • Figure 74: Total US retail sales and forecast of corn snacks, at inflation-adjusted prices, 2013-23
                                                                                      • Figure 75: Total US retail sales and forecast of other salty snacks, at current prices, 2013-23
                                                                                      • Figure 76: Total US retail sales and forecast of other salty snacks, at inflation-adjusted prices, 2013-23
                                                                                      • Figure 77: US supermarket sales of salty snacks, at current prices, 2013-18
                                                                                      • Figure 78: US drug store sales of salty snacks, at current prices, 2013-18
                                                                                      • Figure 79: US convenience store sales of salty snacks, at current prices, 2013-18
                                                                                      • Figure 80: US sales of salty snacks through other retail channels, at current prices, 2013-18
                                                                                  • Appendix – Key Players

                                                                                      • Figure 81: Multi-outlet sales of salty snacks, by leading companies, rolling 52 weeks 2017 and 2018

                                                                                  Salty Snacks - US - March 2019

                                                                                  US $4,395.00 (Excl.Tax)