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US Nuts, Seeds and Trail Mix market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Nuts, Seeds and Trail Mix market, its consumers and the major players who make up that market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by William Roberts, Jr, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Nuts, seeds, and trail mix benefit from a relatively healthy, not to mention natural, reputation. Brands leveraging such a reputation should be well-positioned to capitalize on increasing consumer interest in snacking and on healthier snack options, in particular. The challenge for the category will be in offering options that not only meet those demands, but which do so at a price point which consumers consider reasonable. Consumers appear to regard the category as akin to commodities and, as such, place significant emphasis on price in their product choice, far more than brand or even organic positioning.William Roberts, Jr
Senior Food & Drink Analyst

Definition

This Report covers the following segments:

  • Snack nuts
  • Sunflower/pumpkin seeds
  • Nutritional snacks/trail mixes

Excluded from the scope of this Report are nuts and dried fruit that are coated in yogurt or chocolate. Also excluded from this Report are nuts and dried fruit sold by weight/in bulk.

What you need to know

Nuts, seeds, and trail mix benefit from a relatively healthy, not to mention natural, reputation. Brands leveraging such a reputation should be well-positioned to capitalize on increasing consumer interest in snacking and on healthier snack options, in particular. The challenge for the category will be in offering options that not only meet those demands, but which do so at a price point which consumers consider reasonable. Consumers appear to regard the category as akin to commodities and, as such, place significant emphasis on price in their product choice, far more than brand or even organic positioning.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Increasing usage should counter flat sales growth
            • Figure 1: Total US sales and fan chart forecast of nuts, seeds, and trail mix, at current prices, 2013-23
          • Consumers valuing value
            • Figure 2: Purchase influencers, June 2018
          • Price strongly impacts consumer interest in nuts/seeds/trail mix
            • Figure 3: Multi-outlet sales of nuts, seeds, and trail mix, in millions, by company, 52 weeks ending May 20, 2018, % comparison with 52 weeks ending May 20, 2017
          • The opportunities
            • Expand further into snacking and beyond
              • Figure 4: Usage, June 2018
            • Positioning around protein
              • Figure 5: Nutrition concerns, June 2018
            • Allergen-free potential for parents
              • Figure 6: Allergen-free interest, by parental status, June 2018
            • What it means
            • The Market – What You Need to Know

              • Flat sales growth to gain strength
                • Nuts, already the largest segment, will outpace other segments
                  • Powerful private label
                    • Snacking's popularity “energizes” category
                    • Market Size and Forecast

                      • Slower sales, yet signs of recovery
                        • Figure 7: Total US sales and fan chart forecast of nuts, seeds, and trail mix, at current prices, 2013-23
                        • Figure 8: Total US sales and forecast of nuts, seeds, and trail mix, at current prices, 2013-23
                    • Market Breakdown

                      • Nuts to grow significantly faster than seeds
                        • Figure 9: Sales and forecast of nuts, seeds, and trail mix, by segment, current year
                      • Other retail channels account for considerable sales
                        • Figure 10: Total US retail sales of nuts, seeds, and trail mix, by channel, at current prices, 2013-18
                    • Market Perspective

                      • Private label options hold considerable market share
                        • Figure 11: Nut, seed, and trail mix launches, branded versus private label, 2013-18
                    • Market Factors

                      • Obesity levels continue to rise
                        • Figure 12: Percentage of consumers aged 20+ who are healthy weight, overweight, or obese, 2003-06 to 2011-14
                      • Snacking proves prolific
                        • Figure 13: Snacking frequency, March 2017
                    • Key Players – What You Need to Know

                      • Wonderful placement
                        • Consider the cost
                          • The challenge of going too extreme
                            • Mixes could provide health benefits naturally
                            • Company and Brand Sales of Nuts, Seeds, and Trail Mix

                              • Sluggish category reflective of major brands
                                • Sales of nuts, seeds, and trail mix, by company
                                  • Figure 14: Multi-outlet sales of nuts, seeds, and trail mix, in millions, by company, 52 weeks ending May 20, 2018, % comparison with 52 weeks ending May 20, 2017
                              • What’s Working?

                                • Private labels prove price matters
                                    • Figure 15: private label nut introductions, 2017-18
                                • What’s Struggling?

                                  • Novel flavors face challenges
                                    • Figure 16: Notably flavorful nut introductions, 2017-18
                                • What’s Next?

                                  • Natural and healthy motivate nut/seed consumers
                                  • The Consumer – What You Need to Know

                                    • Consumption levels widespread
                                      • Younger consumers purchase from a greater variety of retailers
                                        • Health and natural resonate with Hispanic Millennials
                                          • Relatively untapped potential at breakfast
                                            • Salty flavors prove most popular
                                              • Leverage non-artificial and lack of additives/preservatives
                                                • Protein and healthy fats could boost the category
                                                  • Potential for free-from claims
                                                  • Category Consumption

                                                    • Nut usage more widespread than seeds or trail mix
                                                      • Figure 17: Consumption of nuts, seeds, and trail mix, June 2018
                                                    • Older consumers far less engaged in the category
                                                      • Figure 18: Consumption of nuts, seeds, and trail mix, by age, June 2018
                                                    • Healthy snack potential likely luring parents
                                                      • Figure 19: Consumption of nuts, seeds, and trail mix, by parental status, June 2018
                                                    • Higher-income households more likely to engage in the category
                                                      • Figure 20: Consumption of nuts, seeds, and trail mix, by household income, June 2018
                                                    • Hispanics notably more likely to engage in the category
                                                      • Figure 21: Consumption of nuts, seeds, and trail mix, by Hispanic origin, June 2018
                                                  • Purchase Location

                                                    • Category consumers purchase mostly from supermarkets
                                                      • Figure 22: Purchase location, June 2018
                                                    • Younger consumers turn to variety of retailers for nuts/seeds
                                                      • Figure 23: Purchase location, by age, June 2018
                                                    • Lower-income consumers more likely to turn to dollar, convenience stores for nuts/seeds
                                                      • Figure 24: Purchase location, by household income, June 2018
                                                    • Health, natural resonate strongly in certain retail channels
                                                      • Figure 25: Influences, by purchase location, June 2018
                                                    • Seed consumers turn to variety of retailers
                                                      • Figure 26: Purchase location, by consumption of nuts/seeds/trail mix, June 2018
                                                  • Purchase Influences

                                                    • Price factors strongly
                                                      • Figure 27: Influences, June 2018
                                                    • Ease, health resonating with parents
                                                      • Figure 28: Influences, by parental status, June 2018
                                                    • Health, natural of interest to Hispanic Millennials
                                                      • Figure 29: Influences, by Hispanic origin, June 2018
                                                  • Usage

                                                    • Nuts/seeds strongly associated with snacking
                                                      • Figure 30: Usage, June 2018
                                                    • Breakfast, a relatively untapped daypart for nuts/seeds
                                                      • Figure 31: Usage, by parental status, June 2018
                                                    • Leveraging morning occasion for Hispanic Millennials
                                                      • Figure 32: Usage, by Hispanic origin, June 2018
                                                  • Flavors of Interest

                                                    • Mining the potential of salt
                                                      • Figure 33: Areas of interest, by consumption of nuts/seeds/trail mix, June 2018
                                                      • Figure 34: US nut launches, by flavor, 2013-18
                                                    • Non-artificial, salty snack in resealable packaging could resonate
                                                      • Figure 35: TURF analysis – Areas of interest, June 2018
                                                  • Packaging Potential

                                                    • A role for resealable
                                                      • Figure 36: Packaging potential, by age, June 2018
                                                    • Single-serve packaging resonates with Hispanic Millennials
                                                      • Figure 37: Packaging potential, by Hispanic origin, June 2018
                                                  • Natural Nuts and Seeds

                                                    • No-additive claims appeal to the widest base of consumers
                                                      • Figure 38: Claims, by age, June 2018
                                                    • Organics resonate strongly with Hispanic Millennials
                                                      • Figure 39: Natural claims, by Hispanic origin, June 2018
                                                  • Nuts and Nutrition Opinions

                                                    • Nutrition resonating among nuts/seeds consumers
                                                      • Figure 40: Opinions of nuts, seeds, and trail mix, net agree, by parental status, June 2018
                                                      • Figure 41: Nuts, seeds, and trail mix compared to other snacks, net agree, by parental status, June 2018
                                                  • Concerns

                                                    • Price concerns significant among younger consumers
                                                      • Figure 42: Expense concerns, by age, June 2018
                                                    • Lower and free-from claims could resonate
                                                      • Figure 43: Allergen-free interest, by parental status, June 2018
                                                      • Figure 44: Fat content concerns, by parental status, June 2018
                                                  • Appendix – Data Sources and Abbreviations

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

                                                                  • Figure 45: Total US retail sales and forecast of nuts, seeds and trail mix, by segment, at current prices, 2013-23
                                                                  • Figure 46: Total US retail sales and forecast of nuts, seeds and trail mix, at inflation-adjusted prices, 2013-23
                                                                  • Figure 47: Total US retail sales and forecast of nuts, at current prices, 2013-23
                                                                  • Figure 48: Total US retail sales and forecast of seeds, at current prices, 2013-23
                                                                  • Figure 49: Total US retail sales and forecast of trail mix, at current prices, 2013-23
                                                                  • Figure 50: Total US retail sales of nuts, seeds and trail mix, by segment, at current prices, 2016 and 2018
                                                                  • Figure 51: Total US retail sales and forecast of nuts, at inflation-adjusted prices, 2013-23
                                                                  • Figure 52: Total US retail sales and forecast of seeds, at inflation-adjusted prices, 2013-23
                                                                  • Figure 53: Total US retail sales and forecast of trail mix, at inflation-adjusted prices, 2013-23
                                                                  • Figure 54: Total US retail sales of nuts, seeds and trail mix, by channel, at current prices, 2016 and 2018
                                                                  • Figure 55: US supermarket sales of nuts, seeds and trail mix, at current prices, 2013-18
                                                                  • Figure 56: US drugstore sales of nuts, seeds and trail mix, at current prices, 2013-18
                                                                  • Figure 57: US sales of nuts, seeds and trail mix through other retail channels, at current prices, 2013-18
                                                              • Appendix – Key Players

                                                                  • Figure 58: Multi-outlet sales of nuts, seeds and trail mix, by leading companies, rolling 52 weeks 2017 and 2018
                                                                  • Figure 59: Multi-outlet sales of nuts, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                  • Figure 60: Multi-outlet sales of seeds, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                  • Figure 61: Multi-outlet sales of trail mix, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                              • TURF Analysis Methodology

                                                                  • Figure 62: Table – TURF analysis – Areas of interest, June 2018