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US Potato and Tortilla Chips Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Potato and Tortilla Chips market, its consumers and the major players who make up that market.

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 John Owen, 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.

Potato and tortilla chips have generated solid growth in recent years, driven by the increasing prevalence of snacking, a steady stream of new flavors, and the category’s status as a permissible indulgence. Bold and creative new flavors and forms will continue to drive sales in coming years, along with a greater emphasis on premium quality and clean ingredient lists. John Owen
Senior Food & Drink Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Definition

The following food segments are included in this Report:

  • Potato chips
  • Tortilla chips

Dips and salsa are not included in this Report

This Report builds on the analysis presented in prior Mintel Reports:

  • Chips and Dips – US, February 2017
  • Chips and Dips – US, February 2016
  • Chips, Salsa, and Dips – US, January 2015
  • Chips, Popcorn, Nuts, and Dips – US, January 2014
  • Salty Snacks – US, January 2013
  • Chips, Pretzels & Corn Snacks – US, January 2012
  • Salty Snacks: Chips, Pretzels, Snack Nuts, and Seeds – US March 2011

What you get

What's included

Why buy from us?

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Category on track for continued modest growth
            • Figure 1: Total US sales and fan chart forecast of potato and tortilla chips, at current prices, 2012-22
          • Potato chip purchase near universal, tortilla chips have room to grow
            • Figure 2: Chips purchase, November 2017
          • Chip purchasers can be creatures of habit
            • Figure 3: Factors influencing chips purchase, November 2017
          • The opportunities
            • Snacking dominates usage for both potato and tortilla chips
              • Figure 4: Chip occasions, November 2017
            • Younger chip purchasers more likely to buy on impulse
              • Figure 5: Chip behaviors, by age, November 2017
            • Adults 35-54, a key secondary target, express strong interest in concepts
              • Figure 6: Chip innovation areas, by age, November 2017
            • What it means
            • The Market – What You Need to Know

              • Category on track for continued modest growth
                • Potato chips account for majority of category sales
                  • Salty snacks maintain strong growth
                    • Snacking continues to grow more prevalent
                    • Market Size and Forecast

                      • Category on track for continued modest growth
                        • Figure 7: Total US sales and fan chart forecast of potato and tortilla chips, at current prices, 2012-22
                        • Figure 8: Total US sales and forecast of potato and tortilla chips, at current prices, 2012-22
                    • Market Breakdown

                      • Potato chips account for majority of category sales
                        • Figure 9: Share of potato and tortilla chips sales, by segment, 2017
                      • Tortilla chips drive growth
                        • Figure 10: Sales of potato and tortilla chips, by segment, 2012-17
                    • Market Perspective

                      • Salty snacks maintain strong growth
                        • Figure 11: Total US sales of salty snacks, by segment, 2012-17
                    • Market Factors

                      • Snacking continues to grow more prevalent
                        • Figure 12: Snacking frequency, March 2017
                      • Number of households with children down for now
                        • Figure 13: Households, by presence of own children, 2007-17
                    • Key Players – What You Need to Know

                      • PepsiCo remains dominant
                        • Ruffles gains on shift to young male target
                          • Heat wave: Takis continues to gain on intensely hot flavors
                            • Continued decline for old-line regional chip brands
                              • Uglies: using blemished potatoes to combat food waste
                              • Company Sales of Potato and Tortilla Chips

                                • PepsiCo remains dominant
                                  • Campbell’s purchase of Snyder’s-Lance may intensify competition
                                    • Private label gains may reflect the weakness of smaller regional brands
                                      • Sales of potato and tortilla chips by company
                                        • Figure 14: Multi-outlet sales of potato and tortilla chips, by leading companies, rolling 52 weeks 2016 and 2017
                                    • What’s Working?

                                      • Ruffles gains on shift to young male target
                                        • Heat wave: Takis continues to gain on intensely hot flavors
                                          • On the Border continues to grow, branches into bold flavors
                                          • What’s Struggling?

                                            • Continued decline for old-line regional chip brands
                                              • Sales of baked chips stagnate
                                              • What’s Next?

                                                • Cape Cod continues to push premiumization
                                                  • Uglies: using blemished potatoes to combat food waste
                                                    • Increasing emphasis on clean labels
                                                      • Figure 15: Potato and tortilla chip packaging claims, 2013-2017
                                                    • Beyond flavor: textures and combinations
                                                    • The Consumer – What You Need to Know

                                                      • Potato chip purchase near universal, tortilla chips have room to grow
                                                        • Chip purchasers can be creatures of habit
                                                          • Snacking dominates usage for both potato and tortilla chips
                                                            • Many chip purchasers guided by habit, but impulse could drive growth
                                                              • Restaurant style and spicy flavors draw interest, consistent with market success
                                                                • Okay to indulge on chips, up to a point
                                                                • Chips Purchase

                                                                  • Potato chip purchase near universal, tortilla chips have room to grow
                                                                    • Plain varieties purchased most widely, but category increasingly diverse
                                                                      • Figure 16: Chips purchase, November 2017
                                                                    • Variety of chips purchased drops among older adults
                                                                      • Figure 17: Chips purchase, by age, November 2017
                                                                    • Highest incidence in households with school-aged kids
                                                                      • Figure 18: Chips purchase, by presence and age of children, November 2017
                                                                    • Tortilla chip purchase skews to White, Hispanic consumers
                                                                      • Figure 19: Chips purchase, by race and Hispanic origin, November 2017
                                                                  • Factors Influencing Chips Purchase

                                                                    • Chip purchasers can be creatures of habit
                                                                      • Figure 20: Factors influencing chips purchase, November 2017
                                                                    • Younger purchasers more interested in new flavors, dietary preferences
                                                                      • Older shoppers more attuned to health measures
                                                                        • Figure 21: Factors influencing chips purchase, by age, November 2017
                                                                    • Chip Occasions

                                                                      • Snacking dominates usage for both potato and tortilla chips
                                                                        • Figure 22: Chip occasions, November 2017
                                                                    • Chip Behaviors

                                                                      • Many chip purchasers guided by habit, but impulse could drive growth
                                                                        • Figure 23: Chip behaviors, November 2017
                                                                      • Younger chip purchasers more likely to buy on impulse
                                                                        • Figure 24: Chip behaviors, by age, November 2017
                                                                    • Chip Innovation Areas

                                                                      • Restaurant style and spicy flavors draw interest, consistent with market success
                                                                        • Figure 25: Chip Innovation areas, November 2017
                                                                      • Adults 35-54, a key secondary target, express strong interest in concepts
                                                                        • Figure 26: Chip Innovation areas, by age, November 2017
                                                                    • Attitudes toward Chips

                                                                      • Okay to indulge on chips, up to a point
                                                                        • Figure 27: Attitudes toward chips, November 2017
                                                                      • Those purchasing more are an opportunity for premium, all-natural chips
                                                                        • Figure 28: Attitudes toward chips, by change in amount purchased, November 2017
                                                                    • Appendix – Data Sources and Abbreviations

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

                                                                                      • Figure 29: Total US sales and forecast of potato and tortilla chips, at inflation-adjusted prices, 2012-22
                                                                                      • Figure 30: Total US sales and forecast of potato chips, at current prices, 2012-22
                                                                                      • Figure 31: Total US sales and forecast of potato chips, at inflation-adjusted prices, 2012-22
                                                                                      • Figure 32: Total US sales and forecast of tortilla chips, at current prices, 2012-22
                                                                                      • Figure 33: Total US sales and forecast of tortilla chips, at inflation-adjusted prices, 2012-22
                                                                                      • Figure 34: Total US retail sales of potato and tortilla chips, by channel, at current prices, 2012-2017
                                                                                  • Appendix – Key Players

                                                                                      • Figure 35: Multi-outlet sales of potato chips, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                      • Figure 36: Multi-outlet sales of tortilla chips, by leading companies and brands, rolling 52 weeks 2016 and 2017