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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 the 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?

Covered in this report

The following food segments are included in this report:

  • Potato chips
  • Tortilla chips

Excluded: Dips and salsa.

What you need to know

The $14.6 billion potato and tortilla chip market continued to enjoy steady growth even as the market place grows competitive. Consumers exhibit a tendency to stick to familiar brands and tastes and to see chips as an indulgence which may be a challenge to market expansion. Opportunities lie in flavor, functionality, and healthy innovations and through effective outreach to young adults, parents, and Hispanic consumers.

Expert analysis from a specialist in the field

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

The potato and tortilla chip market continued to enjoy steady growth even as the market place grows competitive. Consumers exhibit a tendency to stick to familiar brands and tastes and to see chips as an indulgence which may be a challenge to market expansion. Opportunities lie in flavor, functionality, and healthy innovations and through effective outreach to young adults, parents, and Hispanic consumersMimi Bonnett
Director - Food and Drink, Foodservice

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slowing growth in a competitive landscape
            • Figure 1: Total US sales and fan chart forecast of potato and tortilla chips, at current prices, 2013-23
          • Breaking the habit
            • Figure 2: Factors influencing chips purchase, November 2018
          • Despite the bad rap consumers love their chips, for now
            • Figure 3: Attitudes about chips, November 2018
          • Opportunities
            • Think longer term with younger adults
              • Figure 4: Population by age, 2013-23
            • Hear the call for healthier options, and what that means
              • Figure 5: Attitudes toward chips, November 2018
            • Diversify your portfolio regardless of brand identity
              • Figure 6: Chip innovation areas, by age, November 2018
            • What it means
            • The Market – What You Need to Know

              • The $14.6 billion market forecast to continue growth through 2023
                • Tortilla chips increase share from 2016-18
                  • Snacking penetration is near universal, and frequency on the rise
                    • Health and wellness trends shape demand for healthier chips
                      • New flavors and varieties
                      • Market Size and Forecast

                        • The $14.6 billion market forecast to continue growth through 2023
                          • Figure 7: Total US sales and fan chart forecast of potato and tortilla chips, at current prices, 2013-23
                          • Figure 8: Total US sales and forecast of potato and tortilla chips, at current prices, 2013-23
                      • Market Breakdown

                        • Potato chips dominate sales, for now
                          • Figure 9: Share of potato and tortilla chips sales, by segment, 2018
                        • Tortilla chips increase share from 2016-18
                          • Figure 10: Total US retail sales of potato and tortilla chips, by segment, at current prices, 2016 and 2018
                          • Figure 11: Total US retail sales and forecast of potato and tortilla chips, by segment, at current prices, 2013-23
                      • Market Perspective

                        • Growing snack occasion continues to get crowded
                          • Figure 12: Snacking frequency, January 2015 and November 2018
                        • Protein trend encroaches on snack space
                        • Market Factors

                          • Concerns about weight, health, and wellness shape market opportunities
                            • Figure 13: Percent of people aged 20 or older who are overweight or obese, 2001-02 to 2015-16
                          • Aging population affects choice
                            • Boomers seek lows and nos
                              • Millennials and iGens seek natural, more holistic approach
                                • Snacking culture supported by demographic trends
                                  • Figure 14: Population by age, 2013-23
                              • Key Players – What You Need to Know

                                • PepsiCo is clear market leader
                                  • Ruffles and Pringles chipping away at Lay’s share
                                    • Doritos, Tostitos losing ground to Takis
                                      • Private label brands get creative
                                        • Snack adultification in flavors and functionality
                                        • Company and Brand Sales Potato and Tortilla Chips

                                          • PepsiCo sees modest share slip
                                            • Kellogg’s and Snyder’s-Lance expand reach with core brands
                                              • Sales of potato and tortilla chips by company
                                                • Figure 15: Multi-outlet sales of potato and tortilla chips, by leading companies, rolling 52 weeks 2017 and 2018
                                              • Private label gains share with premium innovations
                                              • What’s Working?

                                                • Chips with dips
                                                  • Ruffles’ innovation targets
                                                    • Some like it hot: Takis’and others go extreme
                                                      • Adultified tastes
                                                        • Food, regional and international inspired tastes
                                                        • What’s Struggling?

                                                          • BFY struggles to find its footing
                                                          • What’s Next?

                                                            • A newly defined BFY chip
                                                              • Alternative ingredients
                                                                • Alternative oils
                                                                  • Chips get functional with high protein
                                                                  • The Consumer – What You Need to Know

                                                                    • Chip purchase nearly universal
                                                                      • Habit shapes consumption, but a quest for variety is also in play
                                                                        • Flavor first innovation
                                                                          • Attitudes related to additives, health, and taste underpin behavior
                                                                          • Chips Purchase

                                                                            • 94% have purchased some kind of chip
                                                                              • Figure 16: Chips purchase, November 2018
                                                                              • Figure 17: Chips purchase, repertoire, November 2018
                                                                            • Age determines chip repertoire
                                                                              • Figure 18: Chips purchase, by age, November 2018
                                                                              • Figure 19: Chips purchase, repertoire, by age, November 2018
                                                                            • Parents and families remain a key target
                                                                              • Figure 20: Chips purchase, by parental status, November 2018
                                                                            • Hispanic consumers enjoy and engage in the diversity of the category
                                                                              • Figure 21: Chips purchase, by race and Hispanic origin, November 2017
                                                                          • Factors Influencing Chips Purchase

                                                                            • Price, brand, and flavor-shaping purchase
                                                                              • Figure 22: Factors influencing chips purchase, November 2018
                                                                            • Price is a strong driver for consumers of all ages
                                                                              • Figure 23: Factors influencing chips purchase, by age, November 2018
                                                                            • Parents balance wide range of factors in selecting chips
                                                                              • Figure 24: Factors influencing chips purchase, by parental status, November 2018
                                                                          • Chip Occasions

                                                                            • Chip type determines occasion opps
                                                                              • Figure 25: Chip occasions, November 2018
                                                                            • Versatility drives parents chip occasion fluidity
                                                                              • Figure 26: Chip occasions, by parental status, November 2018
                                                                          • Chip Behaviors

                                                                            • Habit shapes consumption, but a quest for variety is also in play
                                                                              • Figure 27: Chip behaviors, November 2018
                                                                            • Those 55+ set in habits, but younger buyers open to variety and impulse
                                                                              • Figure 28: Chip behaviors, by age, November 2018
                                                                            • Pantries of affluent consumers are diverse
                                                                              • Figure 29: Chip behaviors, by household income, November 2018
                                                                            • Parents’ behavior reveals high engagement in category
                                                                              • Figure 30: Chip behaviors, by parental status, November 2018
                                                                          • Chip Innovation Areas

                                                                            • Innovations related to flavor, health and quality
                                                                              • Figure 31: Chip innovation areas, November 2018
                                                                            • Adults 35-54 want healthier chips, but flavor is prime for 18-34 year olds
                                                                              • Figure 32: Chip innovation areas, by age, November 2018
                                                                            • Parents show high interest in a wide range of innovations
                                                                              • Figure 33: Chip innovation areas, by parental status, November 2018
                                                                            • Interest in innovation high among those who have purchased more
                                                                              • Figure 34: Chip innovation areas, by those who have purchased more in past year or seek new chips, November 2018
                                                                          • Attitudes toward Chips

                                                                            • Attitudes related to additives, health and taste underpin behavior
                                                                              • Figure 35: Health-related attitudes toward chips, November 2018
                                                                            • Key attitudes suggest opportunity for both premium and private label
                                                                              • Figure 36: Attitudes toward chips, November 2018
                                                                            • Younger consumers eager for healthier chip options and free samples
                                                                              • Figure 37: Attitudes toward chips, by age, November 2018
                                                                            • Highly engaged want more samples and healthier chip options
                                                                              • Figure 38: Chip innovation areas, by those who have purchased more in past year or seek new chips, November 2018
                                                                          • Appendix – Data Sources and Abbreviations

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

                                                                                            • Figure 39: Total US sales and forecast of potato and tortilla chips, at inflation-adjusted prices, 2013-23
                                                                                            • Figure 40: Total US sales and forecast of potato chips, at current prices, 2013-23
                                                                                            • Figure 41: Total US sales and forecast of potato chips, at inflation-adjusted prices, 2013-23
                                                                                            • Figure 42: Total US sales and forecast of tortilla chips, at current prices, 2013-23
                                                                                            • Figure 43: Total US sales and forecast of tortilla chips, at inflation-adjusted prices, 2013-23
                                                                                            • Figure 44: Total US retail sales of potato and tortilla chips, by channel, at current prices, 2013-2018
                                                                                            • Figure 45: Distribution of population, by age, race, and Hispanic origin, 2018
                                                                                        • Appendix – Key Players

                                                                                            • Figure 46: Multi-outlet sales of potato chips, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                                            • Figure 47: Multi-outlet sales of tortilla chips, by leading companies and brands, rolling 52 weeks 2017 and 2018